Everyone's talking about customer experience. But what is it? And how can you really influence it, to give your business a winning advantage? Here's your action plan!
We take you step by step through how to define customer experience (hint: it's not the same as customer service!).
Then, through a series of checkpoints you'll begin to identify the touchpoints and interactions that you can influence, particularly in your contact centre.
Finally we'll take a look at how Zappos managed to transform their customer experience - and what the learnings are for you.
This is a great presentation to go through with your management team or a customer service team looking to find way to improve.
4. talking about it...
“Customer experience is the next competitive
battleground. It’s where business is going to be won or
lost” – Tom Knighton
“You’ve got to start with the customer experience and
then work back to the technology” – Steve Jobs
“It’s our job every day to make every important aspect
of the customer experience a little bit better ” – Tom
Knighton
5. writing about it...
Customer Experience' Is Today's Business Benchmark
– Forbes
Understanding Customer Experience
– Harvard Business Review
50 Important Customer Experience Stats for Business
Leaders’ – Huffington Post
23. “Customer experience is the
sum total of how customers
engage with your company and
brand, not just in a snapshot in
time, but throughout the entire
arc of being a customer.”
27. You can find it in…
• a store purchase
• email contact
• website browsing or buying
• customer support call
• postage and delivery
• using the product or service
• peripheral advertising you see
28. You can find it in…
• a store purchase
• email contact
• website browsing or buying
• customer support call
• postage and delivery
• using the product or service
• peripheral advertising you see
• and any other interaction you
can think of!
29. As you can see…
it’s in a lot of things
And perfecting the experience
of every interaction is what it’s
all about.
31. “It's about knowing your customers so
completely that you can create and
deliver personalized experiences that
will entice them to not only remain
loyal to you, but also to evangelise to
others about you.”
32. The truth is…
If you run a business then
you already have a customer
experience.
45. When things go wrong,
the first instinct is to
look internally.
To dive in and do a
complete business overhaul.
46. Get rid of Greg. Buy some new laptops.
Stick up more posters combining
quotes with rock climbers. Have stand
up ‘cut the fat’ meetings. Do the to
build team rapport.
47. Get rid of Greg. Buy some new laptops.
Stick up more posters combining
quotes with rock climbers. Have stand
up ‘cut the fat’ meetings. Do the rack
to build team rapport.
48. Get rid of Greg. Buy some new laptops.
Stick up more posters combining
quotes with rock climbers. Have stand
up ‘cut the fat’ meetings. Do the track
to build team rapport.
49. Get rid of Greg. Buy some new laptops.
Stick up more posters combining
quotes with rock climbers. Have stand
up ‘cut the fat’ meetings. Do the track
to build team rapport.
50. Get rid of Greg. Buy some new laptops.
Stick up more posters combining
quotes with rock climbers. Have stand
up ‘cut the fat’ meetings. Do the
Kokoda track to build team rapport.
54. This is where you
start winning…
and here’s what it takes…
55. 1. Map out your
customer’s journey.
And ask ‘What is their context?’
So it aligns with the sales journey
Attraction > Awareness > Discovery >
Consideration > Purchase > Product use
56. 1. Map out your
customer’s journey.
‘What are their fears?’
So it aligns with the sales journey
Attraction > Awareness > Discovery >
Consideration > Purchase > Product use
57. 1. Map out your
customer’s journey.
So it aligns with the sales journey
Attraction > Awareness > Discovery >
Consideration > Purchase > Product use
‘What do they want?’
58. 2. Get across all your
customer touch points.
From the online experience to your
retail front, sales, service, support,
advertising messages or any
combination.
Seek out each one and understand what they are.
59. 3. Then examine each for
the customer experience.
Ask yourself. Do you have...
79. • can’t can connect straight through
• speak to the wrong right agent
• they are clueless well prepared, arrogant
friendly, useless helpful
• Solve your problem slowly, interminably
quickly and easily
• You want to head butt a wall kiss the
support agent when you hang up
80. • can’t can connect straight through
• speak to the wrong right agent
• they are clueless well prepared, arrogant
friendly, useless helpful
• Solve your problem slowly, interminably
quickly and easily
• You want to head butt a wall kiss the
support agent when you hang up
81. • can’t can connect straight through
• speak to the wrong right agent
• speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful
82. • can’t can connect straight through
• speak to the wrong right agent
• speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful
• have their problem solved slowly,
interminably quickly and easily
• You want to head butt a wall kiss the
support agent when you hang up
83. • can’t can connect straight through
• speak to the wrong right agent
• speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful
• have their problem solved slowly,
interminably quickly and easily
• want to head butt a wall kiss the support
agent when they hang up
84. Then you can start to ask
how to make it faster,
better...
85. Then ask how can I make it
faster, better...and invisible!
86. The best kind of customer
interaction is one that is felt
deeply and yet not noticed at all.
87. 5. Look where it’s worked
elsewhere
You don’t have to reinvent the
wheel.
88. Zappos, the online shoe
retailer, is a great example.
What did they do to lead the
charge in customer experience?
89. they built a powerful website
integrating shopping,
paying and delivery into
one seamless experience
92. offered a 365 day return policy
building good faith and trust in
not only the product but the
brand.
93. gave more phone support
While other companies were
shutting their call centres down
94. “We also want to create an emotional
connection with our customers. Our
contact center does a really good job of
that and the numbers tell a story of greater
engagement and loyalty when they
interact with … our employees.”
– Tony Hsieh, Zappos.com CEO
95. hired employees that
reflected their core values
When a candidate is picked up for
job interviews at Zappos, if the
candidate is rude to the shuttle
bus driver, they won’t be hired.
96. trained them properly so
they performed at their best
“All new hires, regardless of rank,
are made to work in the 24-hour
call centre — and they’re offered
thousands of dollars to quit before
the training process is finished.”
97. focused on culture first, and
let everything else follow
“If we get the culture right, most of
the other stuff — like delivering
great customer service — will just
happen on its own,”
98. As you can see, everything
that Zappos did was driven
by a strong company culture.
This is the fuel you need to
power winning.
103. cloud-based
software & systems
Ø that lets you track, analyse, automate, and
streamline processes,
Ø that removes manual handling and
integrates with all your other touch points,
so customer information can be shared and
always stays up to date.
104. a love of data
Dig deep into customers’ wants, behaviours
and interactions at every touch point.
Use this to build strong user profiles that
let you offer what they want and know
when something’s wrong.
105. feedback to grow
Ø Net Promoter Scores
Ø In-store surveys
Ø Email surveys/questionnaires
Ø Website experience ratings
117. Noojee Contact Solutions
Noojee designs and builds high performance call
centre software shaped perfectly to your
business.
Our cloud-based software makes it simple to
manage a high performing contact centre that
maximises customer service, while making
outbound sales and appointment setting easier.
1300 666 533
sales@noojee.com.au
noojee.com.au