Ponencia de Chris Daffy en el V Congreso DEC

1. Confidential and Proprietary STRATIVITY.COM 1

2. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Why CX isn’t working
and what to do for success
Presented by: Chris Daffy
From: The Academy of Service Excellence
Tel: 00 44 1663 766300
Web: www.chrisdaffy.com
Spanish Partner: Raquel Perez-Nolla
From: Culture of Excellent Service
Tel: 00 34 609132340
Web: www.cultureofexcellentservice.com

3. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved

4. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Vilfredo Pareto
The 80/20 Rule
• Italian Landowners
• Business Revenue/Profit
• Organisational Change
• CRM Programmes
• CX Programmes

5. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Just three months ago an article was published by Bob Thompson, the founder of
CustomerThink Corporation in America, that was entitled ‘An Inconvenient Truth’ . Their
latest research discovered -
• Only 17% of CEOs polled felt that their Customer Experience Strategy had created
differentiation. (83% Failure Rate)
• Only 23% found it had delivered tangible benefits to the business. (77% Failure Rate)
Average 80% Failure Rate!
So how do you get into the 20% that succeed?

6. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Time
LevelofService
CUSTOMER
EXPECTATION
Exponential
Increase
ACTUAL
DELIVERY
Gradual
Improvement
Growing Gap
• Complaints
• Price Pressures
• Lost Customers

7. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Most decisions we make are based
on our RECOLLECTIONS
of past experiences and/or
our EXPECTATIONS
for future experiences.Daniel
Kahneman
(Nobel prize winning
psychologist)

8. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Future Focus
Looking forward
What will happen?
Past Focus
Looking back
What has happened?
Current Focus
Looking around
What is happening?
The Three Mind States
Expectation
Management
Memory
Management
Experience
Management
Memory
Management
LOYALTY MANAGEMENT
Least InfluentialMore Influential Most Influential
+ +
Daniel
Kahneman
(Nobel prize winning
psychologist)

9. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Satisfied
Less than Satisfied
More than Satisfied
Dissatisfied
Delighted
OK
OUCH
WOW
Memorable ?
Memorable ?
Memorable ?

10. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
RECOVERY
Negative to Positive
Forgettable
Un-forgettable
Memorable
Remarkable
Invisible ExperienceTerrible Terrific
WOW
Positive
OUCH
Negative
MOST
INFLUENTIAL
EXPERIENCES
Business as usual
95% + of all activities
NOT RECOVERY
+1
+6
-3

11. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Talking about it – EASY
Getting Started - HARD
• Conviction – Leaders convinced of the business value
• Commitment – To make it a success ‘whatever it takes’
• Competence – Fully trained and skilled practitioners
• Communication – Leaders as Champions and Cheerleaders
• Consistency – Not wavering when the going gets tough
Making it Successful - HARDEST

12. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Time
Focus
Customer
Service
Management
Customer
Relationship
Management
Customer
Loyalty
Management
Customer
Experience
Management
“Begin with
the end in
mind.”
Dr Stephen Covey
It’s ALL ABOUT LOYALTY

13. Customer Loyalty
Success Strategy
© copyright. Chris Daffy 2018. All rights reserved
Why CX isn’t working
and what to do for success
Presented by: Chris Daffy
From: The Academy of Service Excellence
Tel: 00 44 1663 766300
Web: www.chrisdaffy.com
Spanish Partner: Raquel Perez-Nolla
From: Culture of Excellent Service
Tel: 00 34 609132340
Web: www.cultureofexcellentservice.com