Innovating the Superior Customer Experience2. What Is the Customer Experience?
Desired
End-Result
What Customer Buys
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3. What Is the Customer Experience?
Emotional
Functional
Desired
End-Result
What Customer Buys
Means-to-an-End
Firm’s Solution
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4. What Is the Customer Experience?
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotional
Functional
Desired
End-Result
What Customer Buys
Means-to-an-End
Firm’s Solution
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5. How to Define the Customer Experience?
Total
Costs
Money
Time
Energy
Psychic
Total
Value
Product
Service
Personal
Image
Desired
End-Result
Customer’s Perspective
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6. Compare Solutions vs. End-ResultsFunction
Time
GEL
Technology
Impact
Desired
End-Result
Adapted from TechnologyAssessment for a Better Strategy, by John Milburn, Pragmatic
Marketing, Volume 5, Issue 1.
Offering
Exceeds
Desired
End-Result
Offering
Aligned to
Desired
End-Result
Offering
High-Value
to Desired
End-Result
Offering Solves
Higher
Order
End-Result
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7. Build a Unified View Company-wide
Desired
End-Result
Sales
Service
Operations
Manufacturing
Channels
Engineering
Finance
Human Resources
Legal
Marketing
Quality
Safety
Suppliers
Partners
Facilities
Information Technology
Purchasing
etc.
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8. Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Ideas
Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman
Sufficient
Sustaining
Common Language
External Perspective
Traction
Mind-set
Resources
Favor Disruptive
Manage Uncertainty
Execution
Capabilities
Scalability
Channels/Alliances
Value Chain
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9. Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Adapted from Innovation: The 5 Disciplines for Creating What Customers Want, by Curtis Carlson & William Wilmot
and Breakaway: Deliver Value to Your Customers, by Charles L. Fred
Customer
Needs
Value
Creation
Innovation
Champions
Innovation
Champions
Organizational
Alignment
x x
xx
Establish
Proficiency
Threshold
Accelerate
Accumulation
of Experience
Measure
Cycle Time
to Threshold
Proficiency
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11. ClearActionCX.com
If You Like These Concepts, Get the Book!
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>30 Tools &
Techniques
Step-by-Step
Guidelines
12. ClearActionCX.com
If You Like These Concepts, Get the Book!
5 Keys Explained
>20 Tools &
Techniques
Step-by-Step
Guidelines
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13. ClearActionCX.com
If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
Guidelines
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14. 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.”
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