3. 23/05/2013@TransversalTalk #askTVL
I don’t know if you can help?
My dilemma…
» We are updating our kitchen tiles and decor…
» There are many kitchen cupboards with lots and lots of
stuff in them.
» Do we : -
» A - Empty all of the cupboards and tile inside?
OR
» B - Leave alone, as they can’t be seen anyway?
4. 23/05/2013@TransversalTalk #askTVL
The route to your ‘Know How’ and
the way customers make decisions
has changed!
Customers will
research you at a
time that suits them.
I know what I
want, but where do
I start?
5. 23/05/2013@TransversalTalk #askTVL
What is CX?
» Customer experience (CX) is the sum of all experiences a
customer has with a supplier of goods and services, over the
duration of their relationship with that supplier.
» From
awareness, discovery, attraction, interaction, purchase, use, cultivati
on and advocacy. It can also be used to mean an individual
experience over one transaction; the distinction is usually clear in
context.
» Analysts and commentators who write about customer experience
and customer relationship management have increasingly
recognized the importance of managing the customer's experience.
» PERCEPTION
» > 80% of our daily reality?
6. 23/05/2013@TransversalTalk #askTVL
What is Perception?
» Perception is the organization, identification, and interpretation of
sensory information in order to represent and understand the
environment around us.
» … a person's concept and expectations (knowledge) that influence
perception.
» Perception depends on complex functions of the nervous
system, but subjectively seems mostly effortless because this
processing happens outside conscious awareness.
7. 23/05/2013@TransversalTalk #askTVL
Evolving questions
How do you:
» Deliver a consistent experience across multiple channels?
» Elevate and differentiate your customer experience?
» Empower customers in their decision making process?
» Do more with less?
» Reduce complaints?
Fantastic.
However, do your
customers love or
like you?
Advocacy
12. 23/05/2013@TransversalTalk #askTVL
Topics for discussion
» How do you manage Perception in your
business?
» Do you measure CES (Customer Effort Score)?
» Is CX a natural part of the customer journey in
your interactions with them?
» What comes after CX?
Wikipedia on Customer ExperienceA company's ability to deliver an experience that sets it apart in the eyes of its customers serves to increase their spend with the company and, optimally, inspire loyalty to its brand. "Loyalty," says Jessica Debor, "is now driven primarily by a company's interaction with its customers and how well it delivers on their wants and needs." (2008) [2]With products becoming commoditized, price differentiation no longer sustainable, and customers demanding more, companies – particularly communications service providers (landline, wireless, broadband, cable, satellite, etc.) – are focusing on delivering superior customer experiences. A 2009 study of over 860 corporate executives revealed that companies that have increased their investment in customer experience management over the past three years report higher customer referral rates and customer satisfaction (Strativity Group, 2009).[3]The customer experience has emerged as the single most important aspect in achieving success for companies across all industries (Peppers and Rogers 2005).[4] For example, Starbucks spent less than $10MM on advertising from 1987 to 1998 yet added over 2,000 new stores to accommodate growing sales. Starbucks' popularity is based on the experience that drove its customers to highly recommend their store to friends and family.[5]CEM is a strategy that focuses the operations and processes of a business around the needs of the individual customer. Companies are focusing on the importance of the experience. Jeananne Rae says that companies are realizing that "building great consumer experiences is a complex enterprise, involving strategy, integration of technology, orchestrating business models, brand management and CEO commitment." (2006) [6]According to Bernd Schmitt, "the term 'Customer Experience Management' represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service."[7]
Wikipedia on Customer ExperienceA company's ability to deliver an experience that sets it apart in the eyes of its customers serves to increase their spend with the company and, optimally, inspire loyalty to its brand. "Loyalty," says Jessica Debor, "is now driven primarily by a company's interaction with its customers and how well it delivers on their wants and needs." (2008) [2]With products becoming commoditized, price differentiation no longer sustainable, and customers demanding more, companies – particularly communications service providers (landline, wireless, broadband, cable, satellite, etc.) – are focusing on delivering superior customer experiences. A 2009 study of over 860 corporate executives revealed that companies that have increased their investment in customer experience management over the past three years report higher customer referral rates and customer satisfaction (Strativity Group, 2009).[3]The customer experience has emerged as the single most important aspect in achieving success for companies across all industries (Peppers and Rogers 2005).[4] For example, Starbucks spent less than $10MM on advertising from 1987 to 1998 yet added over 2,000 new stores to accommodate growing sales. Starbucks' popularity is based on the experience that drove its customers to highly recommend their store to friends and family.[5]CEM is a strategy that focuses the operations and processes of a business around the needs of the individual customer. Companies are focusing on the importance of the experience. Jeananne Rae says that companies are realizing that "building great consumer experiences is a complex enterprise, involving strategy, integration of technology, orchestrating business models, brand management and CEO commitment." (2006) [6]According to Bernd Schmitt, "the term 'Customer Experience Management' represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service."[7]
Wikipedia on PerceptionPerception (from the Latin perceptio, percipio) is the organization, identification, and interpretation of sensoryinformation in order to represent and understand the environment.[1] All perception involves signals in the nervous system, which in turn result from physical stimulation of the sense organs.[2]For example, vision involves light striking the retinas of the eyes, smell is mediated by odormolecules and hearing involves pressure waves. Perception is not the passive receipt of these signals, but can be shaped by learning, memory, and expectation.[3][4] Perception involves these "top-down" effects as well as the "bottom-up" process of processing sensory input.[4] The "bottom-up" processing is basically low-level information that's used to build up higher-level information (i.e. - shapes for object recognition). The "top-down" processing refers to a person's concept and expectations (knowledge) that influence perception. Perception depends on complex functions of the nervous system, but subjectively seems mostly effortless because this processing happens outside conscious awareness.[2]Since the rise of experimental psychology in the late 19th Century, psychology's understanding of perception has progressed by combining a variety of techniques.[3]Psychophysics measures the effect on perception of varying the physical qualities of the input. Sensory neuroscience studies the brain mechanisms underlying perception. Perceptual systems can also be studied computationally, in terms of the information they process. Perceptual issues in philosophy include the extent to which sensory qualities such as sounds, smells or colors exist in objective reality rather than the mind of the perceiver.[3]Although the senses were traditionally viewed as passive receptors, the study of illusions and ambiguous images has demonstrated that the brain's perceptual systems actively and pre-consciously attempt to make sense of their input.[3] There is still active debate about the extent to which perception is an active process of hypothesis testing, analogous to science, or whether realistic sensory information is rich enough to make this process unnecessary.[3]The perceptual systems of the brain enable individuals to see the world around them as stable, even though the sensory information may be incomplete and rapidly varying. Human and animal brains are structured in a modular way, with different areas processing different kinds of sensory information. Some of these modules take the form of sensory maps, mapping some aspect of the world across part of the brain's surface. These different modules are interconnected and influence each other. For instance, the taste is strongly influenced by its odor.[5]
This is a mix from the CEM Telecom event and Finance event that needs tweaking of colours
Students in Mrs. D's first grade class were asked to draw a picture of someone they admire. A girl handed in the drawing below for her homework assignment. The teacher graded it and the child brought it home. The next day the girl returned to school with the following note addressed to the teacher: Dear Ms. D., I wish to clarify that I am not now, nor have I ever been, on exotic dancer. I work at Home Depot, and I told my daughter how hectic it was last week before the blizzard hit. I told her we sold out of every single shovel we had. When I found one more in the back room, several people were fighting over who would get it. Her picture doesn’t show me dancing around a pole. It’s supposed to depict me selling the last snow shovel we had at Home Depot. From now on I will remember to check her homework more.Sincerely, Mrs. H.
