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The DNA of Great Customer Experiences

The DNA of Great Customer Experiences. Decode world class experiences irrespective of product/service type. Isolate 6 pillars as the degrees of separation. Roadmap and common language for brands to realign around the customer. A Compass for Excellence. Technology. Strategic. Training.

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The DNA of Great Customer Experiences

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  1. The DNA of Great Customer Experiences Decode world class experiences irrespective of product/service type Isolate 6 pillars as the degrees of separation Roadmap and common language for brands to realign around the customer

  2. A Compass for Excellence Technology Strategic Training Insight 1 Identify the champions of customer experience delivery 2 Understand how they deliver exceptional experiences 3 Isolate best practice across sectors 4 Apply this knowledge to other businesses

  3. Study Mechanics and Resources Experiential questions based on interactions from previous 6 months Combination of diagnostic closed and open questioning 7500 Respondents C. 130,000 Ratings Historical Database of over 750,000 interaction ratings Over 100,000 customer comments Explore impact as well as experience

  4. The Six Pillars ExpectationsAccurately setting and then meeting or exceeding expectations. PersonalisationTailoring experience to customer needs in a way that feels personal Time & EffortValuing time, minimising effort in interactions, making it easy for consumers to do business with you IntegrityA business you can trust, delivers on promises and consistently acts in customers’ best interests ResolutionTurning a poor experience into a great one – resolving issues quickly and with a positive attitude EmpathyRecognising and responding to the customer’s specific situation

  5. Links to Commercial Outcomes IMPACT ON ADVOCACY Personalisation Integrity Resolution Empathy Time & Effort Expectations IMPACT ON LOYALTY Loyalty Model Explanatory Power Advocacy Model Explanatory Power 62% 63%

  6. Excellence is Delivery of all Pillars The Top 10 Top 10 Pillar Performance vs. Average Battleground for 2014

  7. Focus on Integrity “Publicly act in the customer’s best interest at a micro and macro level, even at their own short-term expense” The very best organisations… Integrity Losers Integrity Winners

  8. Focus on Empathy “Have an inherent flexibility within their internal culture which empowers their people to react to the customer” The very best organisations… Recognised a sub-par customer experience Company-wide experience and culture audit Programme of cultural change ‘Roadmap’ Creation of ‘Navigators’ – train the trainers 4th best place to work (Sunday Times 2012) Most improved brand in CEE 2013 (17th)

  9. Are you ready ? Are you aiming high enough ?

  10. CEE Top 10 Sector Average Brand A Level 1 Level 2 Level 3 Level 4 Level 5 Customer Centricity Maturity Levels Initial Developing Engaging Managing Leveraging Customer Experience Maturity

  11. “ I saved her life for Christ’s sake and you are telling me I wasn’t nice to her? Unnamed surgeon, Cleveland Clinic ”

  12. Intra-Sector Myopia 7.60 7.50 7.40 7.30 7.20 7.10 7.00 6.90 6.80 6.70 6.60 Restaurant/F. Food Retail Average Continued Usage Insurance Financial Services Service Providers Travel 6 6.20 6.40 6.6 6.80 7.00 7. Average CEE Score

  13. The Pillars in Practice: ‘Means-End’ Benefits / Consequences Psycho-Social & Emotional Functional Service attributes Abstract Concrete

  14. The Pillars in Practice: ‘Means-End’ Benefits / Consequences Integrity Psycho-Social & Emotional Act in my best interests Functional I trust you Service attributes All options I trust Abstract Proactive not pushy Compliment my level of knowledge Share competitor rates Be really pleased to talk to me Present a minimum of 3 options Concrete

  15. Summarising the path to excellence Positive Customer Behaviour The 6 Pillars Means-End Chain Maturity Modelling/Cultural Audit – Ready and Willing to Act

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