Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Customer Experience: Fundamentals

•
•
M
Maryam Naeli

This document provides an introduction to customer experience. It begins with definitions of customer experience, focusing on the interactions customers have with a company and how those interactions make them feel. Examples are given of companies that deliver great customer experiences. The presentation notes that factors like customer service, CRM systems, and UX specialists are not enough on their own and that the goal is to meet or exceed customer expectations. It introduces the key concepts of customer experience personas, touchpoints, and moments of truth. Overall statistics about the importance of customer experience are also presented.

Related slideshows

Customer Experience Management
Customer Experience ManagementCustomer Experience Management
Customer Experience Management
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey Mapping
 
Understanding Customer Experience
Understanding Customer Experience Understanding Customer Experience
Understanding Customer Experience
 
1 of 44
Maryam Naeli Customer Experience Introduction to
Maryam Naeli Hello! I am Maryam Naeli, marketing specialist. I am here to talk about one of my favorite topics, Customer Experience! You can find me here. 2
I am going to share a series of presentation about CX 3 And this one is like planting a seed with the hope of having a great and beautiful plant. Maryam Naeli
Maryam Naeli This presentation covers some basic topics in Customer Experience So let’s start with some questions! 4
Maryam Naeli As a manager, 5 Do you know who your main customers are? Do you know how they feel when they interact with your company? Do you know how they think about your products and services? Have you searched for any difficulties they may face when searching for you, buying your product or using it?
Maryam Naeli Better to say 6 Have you ever put yourself in your customer shoes and see things from their point of view? You are losing some of your customers and this trend will go on!! If not, Maryam Naeli
7 Customer Experience So what is Maryam Naeli
Maryam Naeli 8 Although there is no unique definition for customer experience, some of them are more comprehensive than others. Maybe you are expecting some complicated academic definitions, but I’d rather to save them for upcoming presentations.
9 1 2 3
Maryam Naeli “ “Customer experience is how much your company exceeds or falls short of the expectations that every patron has for every interaction between them and your organization. When you exceed customer expectations in a demonstrable, meaningful way you deliver ‘great customer experience.’ When you lag customer expectations in a noticeable, significant way you deliver ‘terrible customer experience.” 10 Maryam Naeli
Maryam Naeli “ “Customer Experience (CX) is everything your brand does for your customers, everything your business processes do to them, and how it makes them feel.” 11 Maryam Naeli
Maryam Naeli “ “In its simplest definition, customer experience is (a) the sum of all the interactions that a customer has with a company over the course of the relationship and (b) the customer’s feelings, emotions, and perceptions of the brand over the course of those interactions.” 12 Maryam Naeli
Maryam Naeli As the definitions tell, customer experience has many aspects and dimensions. 13 But you can think of it as a journey, from where your customer find you to the time he/she talks about your products to family and friends. Let’s look at some good examples… Maryam Naeli
Maryam Naeli 14 A customer was late returning a pair of shoes because of the death in the family, so the Zappos’ customer service team try hard to take care of the return shipping and arranged a courier to pick up the shoes for free. They also sent the customer a bouquet and a note offering their condolences. Zappos, the popular online shoe store
Maryam Naeli A family whose son is highly allergic to dairy was always careful to bring their own supply of specialized eggs and milk. Unfortunately, their food got ruined during their trip to the hotel and they were not able to find those special items in town. However, the manager in charge remembered a place in Singapore that sold these kind of items and asked his mother to purchase and fly them by plane to the hotel located 2.5 hours away. 15 Ritz-Carlton, best services with best CX
Maryam Naeli putting the customers at the center 16 Years ago, an 89-year-old customer was snowed in, so he wasn’t able to drive and buy food. His daughter, worrying about him, called several markets asking for delivery. Unfortunately, because of the stormy weather no one agreed to do that. She ended up calling markets that usually do not deliver goods and, to her surprise, Trader Joe’s staff agreed to do that. During the phone call, Trader Joe’s employees helped to choose low-sodium products, completed the order, informed that there would be no charge for it and ended the call by saying “Merry Christmas!” The food was delivered 30 minutes after the call.
Maryam Naeli 17 Starbucks is a company that prides itself on its personal customer care. By writing down your name on your cup of coffee they create a personal bond between the barista and the customer. But one employee took this tactic to the next level and made sure one of her deaf customers would receive the best customer care possible by learning sign language. The customer shared this story on his Facebook page and it went viral at that time. Starbucks, where the experience is everything! Maryam Naeli
Maryam Naeli You may think… ￮ Our customer service is one of the best, ￮ Our company already have powerful CRM department, ￮ We sometimes talk to our customers(directly or indirectly) and analyze their opinions, ￮ We have sales data and it helps us to recognize our customers, ￮ We hired a UX specialist and he will do that, 18 So, why we need CX?
Maryam Naeli They are not enough The point is that 19 to meet or exceed customer expectations!! click 👉
Customer service is about the help and advice your company provide to customers who are buying or using your products or services. CX differs from Customer Service CX is all about interactions between you and your customers during the period of their relationship Customer Service is reactive Customer Experience is proactive click 👉Maryam Naeli
Maryam Naeli 21 Using Sales data for recognizing your customer’s needs and wants is great but: Could you read their thoughts just by looking at your sales data? How can you find out about their feelings? How can you make sure if they are satisfied with their purchase? How can you predict their next move(repurchase and recommendation)? What is the problem with sales data?
CRM covers sales, marketing and customer service. It is used to manage a company’s interactions with prospects and customers 22 CX differs from CRM CX consists of all experiences a customer has with your company. Inside-out perspective outside-in perspective Maryam Naeli
If you have no idea what CRM is, these links would be a good start: 23 Maryam Naeli
Maryam Naeli UX is part of Customer Experience 24 The “User Experience” or UX is product (or service) specific. It is the experience that a user (or customer) has when they interact with that product. UX is measured with metrics like success rate, error rate, abandonment rate, time to complete task, and (since we deal in digital) clicks to completion. (CX), in contrast, covers all the interactions a customer(potential customer) has with your company. It can be measured by metrics like overall experience, probability to continue use, and likelihood to recommend to others. CX UX click 👉
25 Let’s talk about numbers Maryam Naeli
 70% of buying experiences are based on how the customer feels they are being treated. - McKinsey According to a Walker study, by the year 2020 customer experience will overtake price and product as the key brand differentiator. 79% of consumers want brands to demonstrate they care before considering a purchase. -Wunderman  According to Salesforce 75% of consumers expect a consistent experience wherever they engage -social networks, in-person, online or by phone.  According to Gartner, By 2018, more than 50% of organizations will implement significant business model changes in their efforts to improve customer experience.  Companies that excel at customer experience grow revenues 4-8% above the market. - Bain & Co. 26 Maryam Naeli
Maryam Naeli 27 Now, it’s the time to introduce you 3 important concepts!
28 Cusromer Experience Persona Touchpoint Moments of Truth Maryam Naeli
Maryam Naeli 29  what your product’s top task is?  how you can make your product easier to use?  the demographics of your main customers?  the motivation, and goals of customers to choose your product over a competitor’s?  favorite brands and preferred channel of your target customers?  how you can develop a successful marketing strategy for the product? Do you know… Maryam Naeli
Maryam Naeli 30 Persona Can help you! Persona is fictional customer which is based on real data obtained from customer segmentation analyses, ethnographic research, surveys, and interviews.
31 Personas concentrate on what a customer does, what frustrates him, and what makes life a bit easier. A good persona is a story that describes a person’s typical day and experiences, as well as skills, attitude, background, environment, and goals. Personas identify the motivations, expectations, aspirations, and behaviors which are common to a large segment of your customers. Maryam Naeli
Maryam Naeli Touchpoints 32 Touchpoint is any interaction a potential customer or customer has with your brand before, during and after they purchase your product.
Maryam Naeli This illustration by “Rosenfeld Media” shows the common type of touchpoints 33
34 But the next one has lots of details Maryam Naeli
35 By Denise Lee Yohn Brand Touchpoint Wheel Maryam Naeli
Maryam Naeli Moments of Truth 36 The term moments of truth was promoted by Jan Carlzon, the former CEO of SAS Airlines. In his book( Moments of Truth), he starts with a story of a customer who arrived at the airport without his boarding pass. The SAS agents personally drove back to the hotel where he left it and delivered the boarding pass to the passenger. This simple but valuable act impressed the customer and create a memorable moment for him.
Maryam Naeli Zero Moment of Truth 37 ZMOT was introduced by Google to highlight a experience a customer has in online environment. This is about the moment when a person starts searching for information regarding a product or service that he or she is interested in. At this time, a customer will encounter lots of information specially buyers/users reviews. Although companies are not able to control all of these online reviews, they can positively influence their online reputation through interactions with the audience and enhancing the quality of the product
Maryam Naeli First Moments of Truth 38 This term was coined by Proctor and Gamble. This occurs when the customer interacts with the company or its products or services. It is what impressions people form or what people think when they come in contact with the product or service. It is a point when a person decides whether he/she will buy the product or not.
Maryam Naeli Second Moments of Truth 39 After seeing the product, the prospect will move on to the next Moment of Truth. In this stage, the customer truly experiences what your company is offering. This can happen before purchasing the product( e.g. experiencing a hands-on demonstration of a new phone), but may also happen after a purchase. While a SMOT that occurs before purchase will have a greater influence on whether a customer will pay for a service or product, a SMOT that happens afterward will still have a major impact on their satisfaction and continuing relationship with a brand, which can affect reputation and audience reach
Maryam Naeli Ultimate Moments of Truth 40 This term was introduced by Solis. The “Ultimate moment of truth” or “Third Moment of Truth” is about a time when customers share their experience about a company or product with others who are going through their ZMOT. In this moment, the customer becomes the brand ambassador. If the customer had a good experience in previous moments, the company can expect the positive word of mouth; however, if the customer experience was not good the probability of spreading negative word of mouth is high.
Maryam Naeli That brings me to the end of my first presentation. Thank you for your attention. 41
Maryam Naeli 42 https://www.youtube.com/watch?v=9C06sPn8OzM https://www.youtube.com/watch?v=8MBgfJNYK6c The following video can expand your knowledge about CX:
Maryam Naeli 43 Thanks! Any question or suggestion? You can find me at: ￮ LinkedIn ￮ Mary.naeli@yahoo.com If you Like it Please share this presentation
Maryam Naeli Credits 44 Special thanks to all the people who made and released these awesome resources for free: ￮ Presentation template by SlidesCarnival ￮ Photographs by Pixabay ￮ Icons by adioma http://customerthink.com http://stevenvanbelleghem.com https://blog.surveyjunkie.com https://senseimarketing.com Resources

More Related Content

Customer Experience: Fundamentals

  • 2. Maryam Naeli Hello! I am Maryam Naeli, marketing specialist. I am here to talk about one of my favorite topics, Customer Experience! You can find me here. 2
  • 3. I am going to share a series of presentation about CX 3 And this one is like planting a seed with the hope of having a great and beautiful plant. Maryam Naeli
  • 4. Maryam Naeli This presentation covers some basic topics in Customer Experience So let’s start with some questions! 4
  • 5. Maryam Naeli As a manager, 5 Do you know who your main customers are? Do you know how they feel when they interact with your company? Do you know how they think about your products and services? Have you searched for any difficulties they may face when searching for you, buying your product or using it?
  • 6. Maryam Naeli Better to say 6 Have you ever put yourself in your customer shoes and see things from their point of view? You are losing some of your customers and this trend will go on!! If not, Maryam Naeli
  • 8. Maryam Naeli 8 Although there is no unique definition for customer experience, some of them are more comprehensive than others. Maybe you are expecting some complicated academic definitions, but I’d rather to save them for upcoming presentations.
  • 10. Maryam Naeli “ “Customer experience is how much your company exceeds or falls short of the expectations that every patron has for every interaction between them and your organization. When you exceed customer expectations in a demonstrable, meaningful way you deliver ‘great customer experience.’ When you lag customer expectations in a noticeable, significant way you deliver ‘terrible customer experience.” 10 Maryam Naeli
  • 11. Maryam Naeli “ “Customer Experience (CX) is everything your brand does for your customers, everything your business processes do to them, and how it makes them feel.” 11 Maryam Naeli
  • 12. Maryam Naeli “ “In its simplest definition, customer experience is (a) the sum of all the interactions that a customer has with a company over the course of the relationship and (b) the customer’s feelings, emotions, and perceptions of the brand over the course of those interactions.” 12 Maryam Naeli
  • 13. Maryam Naeli As the definitions tell, customer experience has many aspects and dimensions. 13 But you can think of it as a journey, from where your customer find you to the time he/she talks about your products to family and friends. Let’s look at some good examples… Maryam Naeli
  • 14. Maryam Naeli 14 A customer was late returning a pair of shoes because of the death in the family, so the Zappos’ customer service team try hard to take care of the return shipping and arranged a courier to pick up the shoes for free. They also sent the customer a bouquet and a note offering their condolences. Zappos, the popular online shoe store
  • 15. Maryam Naeli A family whose son is highly allergic to dairy was always careful to bring their own supply of specialized eggs and milk. Unfortunately, their food got ruined during their trip to the hotel and they were not able to find those special items in town. However, the manager in charge remembered a place in Singapore that sold these kind of items and asked his mother to purchase and fly them by plane to the hotel located 2.5 hours away. 15 Ritz-Carlton, best services with best CX
  • 16. Maryam Naeli putting the customers at the center 16 Years ago, an 89-year-old customer was snowed in, so he wasn’t able to drive and buy food. His daughter, worrying about him, called several markets asking for delivery. Unfortunately, because of the stormy weather no one agreed to do that. She ended up calling markets that usually do not deliver goods and, to her surprise, Trader Joe’s staff agreed to do that. During the phone call, Trader Joe’s employees helped to choose low-sodium products, completed the order, informed that there would be no charge for it and ended the call by saying “Merry Christmas!” The food was delivered 30 minutes after the call.
  • 17. Maryam Naeli 17 Starbucks is a company that prides itself on its personal customer care. By writing down your name on your cup of coffee they create a personal bond between the barista and the customer. But one employee took this tactic to the next level and made sure one of her deaf customers would receive the best customer care possible by learning sign language. The customer shared this story on his Facebook page and it went viral at that time. Starbucks, where the experience is everything! Maryam Naeli
  • 18. Maryam Naeli You may think… ￮ Our customer service is one of the best, ￮ Our company already have powerful CRM department, ￮ We sometimes talk to our customers(directly or indirectly) and analyze their opinions, ￮ We have sales data and it helps us to recognize our customers, ￮ We hired a UX specialist and he will do that, 18 So, why we need CX?
  • 19. Maryam Naeli They are not enough The point is that 19 to meet or exceed customer expectations!! click 👉
  • 20. Customer service is about the help and advice your company provide to customers who are buying or using your products or services. CX differs from Customer Service CX is all about interactions between you and your customers during the period of their relationship Customer Service is reactive Customer Experience is proactive click 👉Maryam Naeli
  • 21. Maryam Naeli 21 Using Sales data for recognizing your customer’s needs and wants is great but: Could you read their thoughts just by looking at your sales data? How can you find out about their feelings? How can you make sure if they are satisfied with their purchase? How can you predict their next move(repurchase and recommendation)? What is the problem with sales data?
  • 22. CRM covers sales, marketing and customer service. It is used to manage a company’s interactions with prospects and customers 22 CX differs from CRM CX consists of all experiences a customer has with your company. Inside-out perspective outside-in perspective Maryam Naeli
  • 23. If you have no idea what CRM is, these links would be a good start: 23 Maryam Naeli
  • 24. Maryam Naeli UX is part of Customer Experience 24 The “User Experience” or UX is product (or service) specific. It is the experience that a user (or customer) has when they interact with that product. UX is measured with metrics like success rate, error rate, abandonment rate, time to complete task, and (since we deal in digital) clicks to completion. (CX), in contrast, covers all the interactions a customer(potential customer) has with your company. It can be measured by metrics like overall experience, probability to continue use, and likelihood to recommend to others. CX UX click 👉
  • 25. 25 Let’s talk about numbers Maryam Naeli
  • 26.  70% of buying experiences are based on how the customer feels they are being treated. - McKinsey According to a Walker study, by the year 2020 customer experience will overtake price and product as the key brand differentiator. 79% of consumers want brands to demonstrate they care before considering a purchase. -Wunderman  According to Salesforce 75% of consumers expect a consistent experience wherever they engage -social networks, in-person, online or by phone.  According to Gartner, By 2018, more than 50% of organizations will implement significant business model changes in their efforts to improve customer experience.  Companies that excel at customer experience grow revenues 4-8% above the market. - Bain & Co. 26 Maryam Naeli
  • 27. Maryam Naeli 27 Now, it’s the time to introduce you 3 important concepts!
  • 29. Maryam Naeli 29  what your product’s top task is?  how you can make your product easier to use?  the demographics of your main customers?  the motivation, and goals of customers to choose your product over a competitor’s?  favorite brands and preferred channel of your target customers?  how you can develop a successful marketing strategy for the product? Do you know… Maryam Naeli
  • 30. Maryam Naeli 30 Persona Can help you! Persona is fictional customer which is based on real data obtained from customer segmentation analyses, ethnographic research, surveys, and interviews.
  • 31. 31 Personas concentrate on what a customer does, what frustrates him, and what makes life a bit easier. A good persona is a story that describes a person’s typical day and experiences, as well as skills, attitude, background, environment, and goals. Personas identify the motivations, expectations, aspirations, and behaviors which are common to a large segment of your customers. Maryam Naeli
  • 32. Maryam Naeli Touchpoints 32 Touchpoint is any interaction a potential customer or customer has with your brand before, during and after they purchase your product.
  • 33. Maryam Naeli This illustration by “Rosenfeld Media” shows the common type of touchpoints 33
  • 34. 34 But the next one has lots of details Maryam Naeli
  • 35. 35 By Denise Lee Yohn Brand Touchpoint Wheel Maryam Naeli
  • 36. Maryam Naeli Moments of Truth 36 The term moments of truth was promoted by Jan Carlzon, the former CEO of SAS Airlines. In his book( Moments of Truth), he starts with a story of a customer who arrived at the airport without his boarding pass. The SAS agents personally drove back to the hotel where he left it and delivered the boarding pass to the passenger. This simple but valuable act impressed the customer and create a memorable moment for him.
  • 37. Maryam Naeli Zero Moment of Truth 37 ZMOT was introduced by Google to highlight a experience a customer has in online environment. This is about the moment when a person starts searching for information regarding a product or service that he or she is interested in. At this time, a customer will encounter lots of information specially buyers/users reviews. Although companies are not able to control all of these online reviews, they can positively influence their online reputation through interactions with the audience and enhancing the quality of the product
  • 38. Maryam Naeli First Moments of Truth 38 This term was coined by Proctor and Gamble. This occurs when the customer interacts with the company or its products or services. It is what impressions people form or what people think when they come in contact with the product or service. It is a point when a person decides whether he/she will buy the product or not.
  • 39. Maryam Naeli Second Moments of Truth 39 After seeing the product, the prospect will move on to the next Moment of Truth. In this stage, the customer truly experiences what your company is offering. This can happen before purchasing the product( e.g. experiencing a hands-on demonstration of a new phone), but may also happen after a purchase. While a SMOT that occurs before purchase will have a greater influence on whether a customer will pay for a service or product, a SMOT that happens afterward will still have a major impact on their satisfaction and continuing relationship with a brand, which can affect reputation and audience reach
  • 40. Maryam Naeli Ultimate Moments of Truth 40 This term was introduced by Solis. The “Ultimate moment of truth” or “Third Moment of Truth” is about a time when customers share their experience about a company or product with others who are going through their ZMOT. In this moment, the customer becomes the brand ambassador. If the customer had a good experience in previous moments, the company can expect the positive word of mouth; however, if the customer experience was not good the probability of spreading negative word of mouth is high.
  • 41. Maryam Naeli That brings me to the end of my first presentation. Thank you for your attention. 41
  • 43. Maryam Naeli 43 Thanks! Any question or suggestion? You can find me at: ￮ LinkedIn ￮ Mary.naeli@yahoo.com If you Like it Please share this presentation
  • 44. Maryam Naeli Credits 44 Special thanks to all the people who made and released these awesome resources for free: ￮ Presentation template by SlidesCarnival ￮ Photographs by Pixabay ￮ Icons by adioma http://customerthink.com http://stevenvanbelleghem.com https://blog.surveyjunkie.com https://senseimarketing.com Resources