For an updated version of this presentation: https://www.slideshare.net/clearaction/customer-experience-strategy-invisible-innovations-that-matter-most Innovate customer experience where customers want it most: your behind-the-scenes processes, policies, etc. (i.e. getting your act together from the customer's perspective) These things may be invisible to customers, but they're the most powerful toward aligning with customers, enabling (not enticing!) them to love you. See https://ClearAction.com

1. www.ClearActionCX.com
Customer Experience Strategy
Getting Your Act Together
is the Best Way to Differentiate Customer Experience
for Sustained Business Results

2. 1%
Reduction
of Negative
Word-of-Mouth
1%
Increase
of Positive
Word-of-Mouth
0.41% Revenue Growth 0.14% Revenue Growth
300% ROI on reducing negative buzz
compared to increasing positive buzz -London School of Economics
Advocacy Drives Growth study
3X ROI on Substance Versus Sizzle
© Copyright ClearAction. LLC All rights reserved.

3. Good news is no news
No news is bad news
Bad news is good news!
-Jim Morgan, Chairman, Applied Materials
Embrace Warning Signals From Customers
© Copyright ClearAction. LLC All rights reserved.

4. © Copyright ClearAction. LLC All rights reserved.
Customer
Feedback
Action Plan
Metrics
Customer
Perceptions 1) Capture
Customer Inputs
2) Create
Action Plans
3) Communicate
Progress
Lagging
Indicators
Leading
Indicators
WHY VOC is a lagging indicator:
Reveals what customers already think
WHY action plan metrics are a leading indicator:
Predicts what customers will think
Customer Experience Improvement Model

5. http://www.boeing.com/commercial/aeromagazine/articles/qtr_2_08/article_01_1.html
Close the Loop: Report Ongoing Progress
© Copyright ClearAction LLC. All rights reserved.

6. Airlift & Tanker (A&T) 1998 Malcolm Baldrige National Quality Award
http://www.bptrends.com/publicationfiles/11-05-WP-
BoeingATBPM-Garretson-Harmon.pdf
Everything Revolves Around Customer Experience
© Copyright ClearAction LLC. All rights reserved.

7. Root Cause Metric
Customer-Focused Problem Statement
Root Cause Statement
Root Cause Goal
Goal Owner (Person)
Goal Action Plan Action Owner (Person) Action Deadline (Date) Goal Impact
1)
2)
3)
4)
Week 1 Week 2 Week 3
Weave CEM into Staff Meetings, Ops Reviews
© Copyright ClearAction LLC. All rights reserved.

8. .
Cross-Functional
Teams Formed
Management's
Challenges
Announced Project Approach
Identified
.
Current Performance
Target
Constructive Feedback
from Panel of Judges
Wide Array of Congratulations
- or -
Chance to Re-Submit
Motivate Prevention & Innovation
Team Chronicles
Progress
© Copyright ClearAction LLC. All rights reserved.

9. Past Current Future Ideal
Desired Outcomes
Undesired Outcomes
= Value Quotient
Solution A
Solution B
etc.
ValueQuotient
Circumstance
Outcome A Outcome B Outcome C Outcome D
Solution A
Solution B
etc.
ValueQuotient
Circumstance
Ideal
How Customers Judge Value
History
Priorities
© Copyright ClearAction LLC. All rights reserved.

10. Address Entire Customer Experience
Desired
Outcomes
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Means-to-an-End
Firm’s Solution
Total
Costs
Money
Time
Energy
Psychic
Total
Value
Product
Service
Personnel
Image
Need
Awareness
Need
ExtinctionCircumstance
© Copyright ClearAction LLC. All rights reserved.

11. Assess the Strength of Your CEM Strategy
Let’s take a look at the quality of your customer experience management strategy.
Tap into our broad expertise across all aspects of CEM. We’ll show you ways to engage stakeholders, demonstrate value, and increase business results.
Actionability Assessment
Full Assessment
of All Building Blocks
Send us a note:
OptimizeCX@ClearActionCX.com
© Copyright ClearAction LLC. All rights reserved.

12. ClearActionCX.com
See the whole presentation in ClearAction Insiders!
© Copyright ClearAction LLC. All rights reserved.

13. ClearActionCX.com
If You Like These Concepts, Get the Book!
© Copyright ClearAction LLC. All rights reserved.
>30 Tools &
Techniques
Step-by-Step
Guidelines

14. ClearAction Consulting Clients
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
Partial List
Send us a note:
OptimizeCX@ClearActionCX.com

15. OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization