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CustomerExperience       by       Richard Perry
Over the next 45 minutes      we’ll cover…      CustomerExperience(CX)        CustomerJourneys            Valueof CX      ...
Whatare we talking   about?
the                                     DULL                                 definitionCustomer experience (CX) is the sum...
what is it really?
CX Interaction Model                                  Emotional Innovation                                       Relations...
customer experience is              really…
good old fashionedbrand management
We know that…
Everythingthat you do affects       your    brand
but
There’s a lot to   think  about
Sales                       Pitch                                            Soft                                         ...
Sales                                      Pitch                                                             Soft         ...
Understanding the customer       journey
they used to look like this…                           Research + Analysis                                Synthesize, Idea...
now,they look like…
a framework             Pre-purchase                             Be There                         Neutralise Doubts       ...
Why isCustomer Experience        so     mportant?
value of cx
63%of B2B Marketers are unaware of whatsbeing said about their companies online
60%B2B marketers plan to increase their spend                                on content                     ¼ budget   on ...
Content is also   key to B2B     customer   experience
Mediums enhancing B2B CX
Superbands UK - 2012
Yahoo Finance 2012
How tomeasure   CX?
Ask YourselfWhat actually matters to the customer?   What are they     expecting?
Been through the customer            experience – Purchase? Evaluation?Have you…            Service? Complaint process?   ...
Create KPIs              % Interaction              % Satisfaction           % Lead Success                %Loyalty       ...
Measurement Tools?     Surveys & Short Polls        Focus Groups         Online Panels    Research Communities      Myster...
Where to Start?
1Create Personas      )
Jane is the IT Director of                 OK    Create PersonasData Centre the IT Director of    John is Management ofDat...
BETTERJames is the IT Director of Data Centre Management of HSBCBank.He’s facing stress to organise and budget the future ...
2    Create    Decision    Paths
BRAND
3Speak tothe Customer
1. Did you find what you were looking for? 2. If not, were we helpful inrecommending how to find what you were looking for...
4    Watch        theCompetition
• Extensive range of innovations    Protection        • Award winning accessories    with Style        • Market leader in ...
5    Be    Human
B2B             is        NO DIFFERENTto consumers when it comes toCustomer Experience
6    Brilliant     Basics      Magic    Touches
Its about the  small thingsmore than big ones
aB2BBrand?
62%Revenue fromBusiness Passengers
Magic touch
Everyone can do it!
TheVon Restorff Effect         This is about increased     likelihood of remembering   unique or distinctive events.   Dif...
butmost importantlyCustomerExperience isabout…
Thank Yourichard.perry@founded.comtwitter @richjperry07710 122650www.founded.com
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
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Customer Experience by Richard Perry, FOUNDED, cxfounded

Customer Experience: What will make a difference?
by Richard Perry, Partner, Founded

What is customer experience?
What is a customer journey?
Why are they important when developing a marketing plan or strategy?
Top Tips for success within customer specific marketing & strategy?
UK B2B Case Study Examples

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Customer Experience by Richard Perry, FOUNDED, cxfounded

  1. 1. CustomerExperience by Richard Perry
  2. 2. Over the next 45 minutes we’ll cover… CustomerExperience(CX) CustomerJourneys Valueof CX Content& CX How to measureit? Whereto start? MagicTouches & The MostImportantThing
  3. 3. Whatare we talking about?
  4. 4. the DULL definitionCustomer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. http://en.wikipedia.org/wiki/Customer_experience
  5. 5. what is it really?
  6. 6. CX Interaction Model Emotional Innovation Relationships Marketing Branding People Business/ Desirability Brand Viability CXFunctional Innovation Process InnovationProduct FeaturesWeb Presence Tech/ Efficiency ProfitabilityCollaboration Automation Product Feasibility
  7. 7. customer experience is really…
  8. 8. good old fashionedbrand management
  9. 9. We know that…
  10. 10. Everythingthat you do affects your brand
  11. 11. but
  12. 12. There’s a lot to think about
  13. 13. Sales Pitch Soft Sell Samples Docum- entationApps Courtesy Calls Touchpoints Trials Unpacking On-spot Product Offers Delivery Product Delivery
  14. 14. Sales Pitch Soft Sell Samples Docum- entationOVI AppsAndroid Courtesy Calls TouchpointsiPhone Trials Unpacking On-spot Product Offers Delivery Product Delivery Tech Partner Billing Timely Working Support Support
  15. 15. Understanding the customer journey
  16. 16. they used to look like this… Research + Analysis Synthesize, Ideate + Design Measurement Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Customer Experience Moments of Experience Experience Definition Mapping Truth Design Monitor Segmentation Concept Measurement touchpointmapping Differentiators narrative insight Prototype dashboard need state analysis loyalty drivers analytical Validate emotionalstate analysis Priorities cultural ideation ROI structural who are our best what is their current what touchpoints what is the ideal are we delivering customers? brand experience? most impact experience? the ideal success? experience?
  17. 17. now,they look like…
  18. 18. a framework Pre-purchase Be There Neutralise Doubts Have Conversation Proof Purchase Make it work Start Orientation Over-deliver Be sharable Post-purchase Over-deliver Solve Problems Activate to Share Co-create
  19. 19. Why isCustomer Experience so mportant?
  20. 20. value of cx
  21. 21. 63%of B2B Marketers are unaware of whatsbeing said about their companies online
  22. 22. 60%B2B marketers plan to increase their spend on content ¼ budget on average spend on content marketing
  23. 23. Content is also key to B2B customer experience
  24. 24. Mediums enhancing B2B CX
  25. 25. Superbands UK - 2012
  26. 26. Yahoo Finance 2012
  27. 27. How tomeasure CX?
  28. 28. Ask YourselfWhat actually matters to the customer? What are they expecting?
  29. 29. Been through the customer experience – Purchase? Evaluation?Have you… Service? Complaint process? Partner Model? Spoken to the customer? Called them and asked how we are doing? Asked them to recommend improvements? Met a customer? Attended a sales meeting?
  30. 30. Create KPIs % Interaction % Satisfaction % Lead Success %Loyalty %Positive Comments %Online buzz %Complaint Resolution %New Referralscan even be likes, shares, tweets, pins, +s
  31. 31. Measurement Tools? Surveys & Short Polls Focus Groups Online Panels Research Communities Mystery Shopping Online Buzz & Listening
  32. 32. Where to Start?
  33. 33. 1Create Personas )
  34. 34. Jane is the IT Director of OK Create PersonasData Centre the IT Director of John is Management ofData Centre Management of HSBC Bank Apex International Bank. She’s 39. She manages 139staff and43. He budget of £15 He’s has a manages 172staff and has a budgetmillion of £15 million. Jane has a degree in John has a degree in Finance Electrical Engineering. She reads FT & The He reads Computer Weekly Economist and Scientific Computing World.
  35. 35. BETTERJames is the IT Director of Data Centre Management of HSBCBank.He’s facing stress to organise and budget the future resources ofhis IT infrastructure but he is finding it challenging translate highlevel business strategy sound bites from senior managementinto tangible direction for his IT team.James spends up to 70% his time and 40% of his budget toupkeep existing systems and finding time and resources tocreate is extremely demanding. Furthermore, he’s now been outof formal training for 20 years and pressure is coming frombeneath to keep up to do date.Finally, James has been allocated several new tasks. He’s beingasked to understand customer behaviour, drive innovationbehind new product development and help customer servicesre-engineering.
  36. 36. 2 Create Decision Paths
  37. 37. BRAND
  38. 38. 3Speak tothe Customer
  39. 39. 1. Did you find what you were looking for? 2. If not, were we helpful inrecommending how to find what you were looking for? 3. How can we make yourexperience here more valuable/meaningful to you? 4. Did you find our websitehelpful? 5. Did our salesman have the required information? 6. If (when) you had aproblem, were we responsive? 7. Were you able to easily get in touch withsomeone who could help you? 8. Was your “customer service” experiencehelpful? Or did we try to get you off the phone too quickly? 9. How did you hearabout us? 10. Have we made it easy to provide feedback? 11. When you gave usfeedback, did we respond in a way that appreciated what you had to contribute?12. Did we tell a good story? 13. Did your customer experience with us push anemotional button? 14. Did we engage with you? Or did we treat you like anumber? 15. Were we responsive to your inquiry on the social web(Twitter, Blog, Facebook)? 16. Did you have to wait long on the phone when youcalled us? 17. Did you get the data? 18. Was the data in a friendly format? 19.Could you find what you were looking for? 20. And if no, did we give you an ideawhere you could find what you were looking for? 21. When you were in thestore, and you needed help, did someone help you with a smile? 22. When youneeded help in the store, could you easily find someone to help you? Or were ouremployees not making eye contact? 23. Did we do what we said we were going todo? 24. Did we deliver when we said we would? 25. Are we giving you somethingto talk about? 26. Were you able to get hold of a technical support person in time?27. How can we improve on our performance? 28. How can we improve on yourcustomer experience? 29. If you are unhappy with us, what can we do to get youto come back? 30. If we apologised for poor service, was it sincere? 31. Um…didwe apologize for poor service? 32. Was it easy for you to tell us you had a poorexperience, so that we could apologise and take the appropriate steps?
  40. 40. 4 Watch theCompetition
  41. 41. • Extensive range of innovations Protection • Award winning accessories with Style • Market leader in connectivity solutions • A leading range of protective cases for iPhone • Everything we do is designed to make people happy Fashion • More than a case, a statement • Original designs that fuse form and function Forward • A fresh approach to the art of cases, inspired by top designers and the latest fashions • Leader in essentials for iPod, iPhone and iPad Leader in • Global provider of accessories for personal computing Essentials and digital media • Technology that enhances your life • Innovator in protective solutions We’ve got • The highest quality iPhone cases, HTC cases and more Technology • Built on hard work, perseverance and creativity • New ideas inspired by our customers Covered • Passionate about designA Better Experience • Built around the Apple community through Good • Protect the technology that is essential to our lives Design • Lasting protection Protect What • Delightful functionality Matters • Extensive attention to detail
  42. 42. 5 Be Human
  43. 43. B2B is NO DIFFERENTto consumers when it comes toCustomer Experience
  44. 44. 6 Brilliant Basics Magic Touches
  45. 45. Its about the small thingsmore than big ones
  46. 46. aB2BBrand?
  47. 47. 62%Revenue fromBusiness Passengers
  48. 48. Magic touch
  49. 49. Everyone can do it!
  50. 50. TheVon Restorff Effect This is about increased likelihood of remembering unique or distinctive events. Different in experience occur when something is noticeably different from past experience.
  51. 51. butmost importantlyCustomerExperience isabout…
  52. 52. Thank Yourichard.perry@founded.comtwitter @richjperry07710 122650www.founded.com

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Customer Experience: What will make a difference? by Richard Perry, Partner, Founded What is customer experience? What is a customer journey? Why are they important when developing a marketing plan or strategy? Top Tips for success within customer specific marketing & strategy? UK B2B Case Study Examples

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