Day 3 Agenda

Seamless Customer Experience Examples

Voice of Customer
Customer Engagement Strategies Measuring Engagement
Cultural Imperatives
Optimizing CX Practical Case study
Emotional Drivers
Its All about Emotions
Emotional Drivers

What are the emotional drivers which drive loyalty?

Level: How do you perform on basic requirement of:
Credibility
Trust
Security of funds
Quick response when things go wrong (perception)

What are the moment that matter in the customer life stages?
How are you celebrating those with our customers (in the appropriate
tone)
Two-way Engagement

Embed customer services = integral feedback loop

Integrate unstructured data solutions
Voice of Customer programmes focused on All products
Voice of Customer activities to input to the Commercial Roadmaps
and Marketing Activities
Reward top brand advocates internal and external
Co-create with customers
Its All about Emotions
Its All about Emotions
Voice of Customer
 Mindsets Exercise

Draw up a scenario where you recently interacted with

a company call centre or relationship manager.
What was the issue?
Where there parts of the process which frustrated you?
Which were those?
Where there parts of the process which delighted you?
Did you tell/share your good/bad experience with
anyone? If so, how did you do that?
Voice of Customer Channel Complexity
Structured VS Unstructured Data
The Happiness Continuum
Customer Satisfaction
 Serving the Customer

Customer service is more than just a helpline. It is philosophy!

Live chat is a critical tool which can help increase conversations or
sign ups:35%+
Rules-based handholding support customers through goals
Customer service teams need to be empowered to offer, cross-sell, up-
sell, depending on customer behavior
Shows real ROI an investment with profit uplift
Live Chat the Ultimate Tool
Cultural Imperatives

GOING THE EXTRA

MILE
Cultural Imperatives

35% are highly engaged

20% feel unsupported
17% feel detached
26% are disengaged
Cultural Imperatives
Business Units above the median
in employee and customer
engagement =

* 3.4

more effective financially in total

sales & revenue performance and
annual gain in sales & revenue
 Internal and External Engagement

A 2010 Gallup study stated that employees with positive attitudes

towards their workplace carried those attitudes over to customers and
engaged in discretionary efforts necessary to deliver high levels of
customer service.

Customer facing employees exercised this discretion through their

customer interactions while non-customer facing employees did this
through the quality and consistency of the products they produced.
Single Customer view
 Cultural Imperatives
Make customer services an integral feedback loop part campaign
conception, planning execution
Feedback from Voice of Customer activities to input to the
commercial roadmap and marketing activities
Integrate the used of unstructured data solutions to capture issues as
soon as the happen
Set up a reward scheme for the best brand advocated
Co-create promotions with customers in product development and
marketing use panel of customers to brainstorm
 Cultural Imperatives: What gets measured
A customer engagement dashboard includes:
customer Satisfaction scores measured against mechanics, fulfillment and
communication content per promotion (panel feedback/ qualitative feedback)
No of contacts per promotion (added to cost of marketing promotions)
No of promotions / campaigns designed in collaboration with the customer
service department
Level of customer advocacy e.g. #of positive mentions on social media
Facebook / twitter as well as in direct interactions such as Live chat
Feedback by life stage metrics around # and value of purchases, #of purchase
days by segment, frequency of shopping etc linked to customer satisfaction /
NPS by lifestage
Churn analysis by life-stage: Identify the key behaviors that lead to churn and
how strategies for churn prevention
 Culture
Continually ask the why are we doing this? Whats in it fro the customer? (Not just
what is in it for our company).
- Focus on the soft items as much as the data:
- Customer journeys
- Creative execution
- Simplicity of language lingo
- What we do when something goes wrong, how we deal with problems.
Communication is key silence not equal to productivity. Indication of clusters in
action!
Clarify who does what lack of clarify and assumed responsibilities
Stop fire-fighting-balance ad-hoc (Knee jerk) reactions with planned activity
Unsettled environment what will change next? InsecurityAggravates silo-building
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Internal Disruption
Customer Centricity to the Core
Customer Centricity to the Core
Customer Centricity to the Core
Customer Experience Cycle
Why? All About the Happy Customer
Optimising Customer Experience Exercise

What are the main strategies for increasing effectiveness of omni-

channel customer experience?

What new strategies and mindsets are required when considering

multiple-channels?

How can you manage the customer life-cycle more effectively?