For an updated version of this presentation: https://www.slideshare.net/clearaction/creating-value-for-your-customers-and-company Customer value creation for excellent customer experience that yields enduring business growth See https://ClearAction.com

1. Presenter Host
Lynn Hunsaker Michelle Romanica
Today’s Webinar
Creating Value for Your Customers & Company

2. © 2014 ClearAction LLC. All Rights Reserved.
Marketing, Sales, & Service Accelerate/Ensure Value Exchange
Company Customer
Customer experience management is often assigned to these front-line organizations
Extracting value is the typical focus of Customer Experience Mgt (not creating value)
Outgoing & Incoming Communication
Transaction Management
Business Intelligence
But they are severely limited in their ability to create value

3. © 2014 ClearAction LLC. All Rights Reserved.
What is Actually Given & Received?
Where value is increased or decreased
Product Service
Processes Policies
Business Model
Surroundings Attitudes
Money
Effort
Time
Uncertainty
Company Customer
To increase value, the rest of the company must engage in Customer Experience Mgt
Marketing, Sales & Service have limited ability to drive value in these areas
All of these collectively shape the customer experience

4. © 2014 ClearAction LLC. All Rights Reserved.
Drive Value in 2 Dimensions: (1) Costs, (2) Growth
Value (ROI) =
Growth
Costs
Revenue, profit, capabilities
Resources, time, lost opportunities
=

5. Capabilities Customers Seek Are the ROI Context for Value Creation
© 2014 ClearAction LLC. All Rights Reserved.
• To relax
• To be entertained
• To avoid pain
• To live
• To grow
• To make money
Every purchase is about a
capability
Product Service
Processes Policies
Business Model
Surroundings Attitudes
Money
Effort
Time
Uncertainty
All of these collectively shape
customer experience
What you sell
is a means-to-an-end:
the capability the customer is pursuing
The sought-for capability is your guiding light for
ease-of-doing-business cost reductions and for innovations

6. How to Identify Capabilities Customers Seek
© 2014 ClearAction LLC. All Rights Reserved.
“Mine” what customers have
already told you
Comments from:
• Surveys
• Contact centers
• Customer visit reports
• Complaints
Reasons for frustration or delight, what/who your item interacts with, & so what?

7. Customer Capability is the Context for Value Creation
© 2014 ClearAction LLC. All Rights Reserved.
1) Minimize capability inhibitors
2) Maximize capability expansion
Company must 1st create value Customer rewards best value-creator

8. The Laws of Customer Value Creation Have a Natural Flow
© 2014 ClearAction LLC. All Rights Reserved.
Retention, loyalty and business results must be earned through trust
Customer feedback/inputs shape everything
Create mutual value by systemically contributing to customers’ sought-for capability

9. ClearActionCX.com
See the whole presentation in ClearAction Insiders!
© 2014 ClearAction LLC. All Rights Reserved.

10. ClearActionCX.com
If You Like These Concepts, Get the Book!
>30 Tools &
Techniques
Step-by-Step
Guidelines
© 2014 ClearAction LLC. All Rights Reserved.

11. ClearActionCX.com
If You Like These Concepts, Get the Book!
5 Keys Explained
>20 Tools &
Techniques
Step-by-Step
Guidelines
© 2014 ClearAction LLC. All Rights Reserved.

12. ClearActionCX.com
If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
Guidelines
© 2014 ClearAction LLC. All Rights Reserved.

13. ClearAction Consulting Clients
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
Partial List
Send us a note:
OptimizeCX@ClearActionCX.com
© 2014 ClearAction LLC. All Rights Reserved.

14. OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization