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Customer Experience (CX)
- 1. Customer Experience (CX) People-centric focus for designing the best customer interactions April 10, 2014 Duane Hunt Intentional Leadership Partners, LLC www.IntentionalLeadershipPartners.com www.JohnMaxwellGroup.com/DuaneHunt
- 2. CSAT vs. CX No level of Satisfaction will overcome a Bad Experience! How many of you remember these?
- 3. Industry Terms, Methods & Metrics • VOC (Voice of the Customer) – general industry term • CSAT (Customer Satisfaction) – general industry term • CxPi (Customer Experience Index) - Forrester • CES (Customer Effort Scores) – Harvard Business Review • ES (Emotional Signature) - Beyond Philosophy - (significant memories are typically tied to emotions) – Moments of Truth • Disney • NPS (Net Promoter Score) – “The Ultimate Question” (loyalty/delight – Fred Reichheld) • PCxD (People-Centric Experience Design).
- 4. Definition: Fostering an environment that creates positive, memorable human encounters Design for MEMORIES Focus on Moments that matter the most M Align through PURPOSE Inspire loyalty and alignment P Guide with EMPATHY Base decisions on Deep Customer insight E People-Centric Experience Design (PCxD): The Power of Purpose, Empathy, and Memories
- 6. The “Second Mile” • Best chicken sandwich?? (Why so Loyal?) • Philosophy - Second Mile Is Second Nature – Moments of Truth • S. Truett Cathy embedded this practice into the company culture, and said, “Being in the food business, you have to remember to do each and every thing right, every time.”
- 7. Intentional Design of the Customers’ Experience These things don’t just happen by accident – they have to be engineered. All your customers will get an experience - whether you've designed that experience or not. If you want it to be the best possible experience, you can’t leave it to chance - You have to be intentional.
- 8. Considerations & Suggested Steps • Survey your customers regarding their satisfaction – Use an industry standard method; or a combination (CSAT, CES, NPS) – Ask Customers for suggestions • Lots of ways to do it (cards; Facebook; SurveyMonkey; etc.) – Track Progress & Results • Map the customers’ journey (PCxD) – From their perspective, and identify at least some of the moments of truth. Then consider what you want to have happen – each and every time – to guarantee a positive interaction from the customers’ perspective. – Train your folks, and let them know how important it is to the business’ success. Reinforce right behaviors. • Align with a Value Proposition
- 9. Links to Presentation References • Duane Hunt (Intentional Leadership Partners) Check out my service offerings, and sign up for a free gift at: – www.JohnMaxwellGroup.com/DuaneHunt/ (link for Free gift is at the bottom of the page) – www.IntentionalLeadershipPartners.com • CSAT (Customer Satisfaction) – general industry term • CxPi/CXI (Customer Experience Index) - Forrester – http://www.adobe.com/enterprise/pdfs/customer_experience_index_2010.pdf – http://www.forrester.com/The+Customer+Experience+Index+2011/fulltext/-/E-RES58251 • CES (Customer Effort Scores) – Corporate Executive Board / HBR – http://hbr.org/2010/07/stop-trying-to-delight-your-customers/ar/1 – http://www.executiveboard.com/blogs/unveiling-the-new-and-improved-customer-effort- score/ • ES (Emotional Signature) - Beyond Philosophy – http://www.beyondphilosophy.com/ • NPS (Net Promoter Score) – Bain & Co. – http://www.satmetrix.com/net-promoter/nps-score-model/ – http://www.bain.com/consulting-services/customer-strategy-and-marketing/customer- loyalty.aspx • PCxD (People-Centric Experience Design) – Temkin Group – http://www.temkingroup.com/ • SurveyMonkey – https://www.surveymonkey.com/
Editor's Notes
- Speaker: Duane HuntPrincipal Consultant at International Leadership Partners Featuring:Attendees will learn how to enhance their customer experience. Presentation will aid your professional growth through study and practical application of proven leadership, strategic execution and performance excellence methods.
- Customer Experience Index (CxPi)Three Secrets Of High-Performing Customer Experience OrganizationsSecret Of Success No. 1: Inspiring Leaders; No. 2: Collaborative Processes; No. 3: Appropriate ResourcesEmotional Signature - Beyond Philosophy - (emotions play a huge role in what we like/dislike, and how we choose to remember these things – - our most significant memories are typically tied to an emotional event)Moments of Truth (that moment of time in an engagement when something significant could happen)Disney moments – kid drops an ice cream cone They are called actors/performers (told that they need to be in “character” throughout their shift)
- P: Align through PURPOSE (Inspire loyalty and alignment)E: Guide with EMPATHY (Base decisions on deep customer insight)M: Design for MEMORIES (Focus on moments that matter the most)The competencies required for consistently successful customer interactions:Compelling Brand Values (Are your brand attributes driving decisions about how you treat your customers?)Employee Engagement (Are employees fully committed to the goals of your organization?)Customer Connectedness (Is customer feedback and insight integrated throughout your organization?)Purposeful Leadership (Do your leaders operate consistently with a clear, well-articulated set of values?)
- P: Align through PURPOSE (Inspire loyalty and alignment)E: Guide with EMPATHY (Base decisions on deep customer insight)M: Design for MEMORIES (Focus on moments that matter the most)The competencies required for consistently successful customer interactions:Compelling Brand Values (Are your brand attributes driving decisions about how you treat your customers?)Employee Engagement (Are employees fully committed to the goals of your organization?)Customer Connectedness (Is customer feedback and insight integrated throughout your organization?)Purposeful Leadership (Do your leaders operate consistently with a clear, well-articulated set of values?)Let’s look at an example where LEADERSHIP made all the difference!
- Some may argue that theirs is not the absolute best chicken sandwich in the world. Other restaurants make good chicken sandwiches, and some probably make a better sandwich than chick-fil-a. So why are chick-fil-a customers so devoted / loyal?The sandwich is certainly consistent. In fact, they have spent a lot of time ENGINEERING their processes so that they get consistent quality every time – at every store – ALL the time. This customer service concept applies to our professional lives, too. Many companies go the first mile to provide good customer service, but going the second mile indicates an effort to do something extra special. Chick-fil-a Moments of Truth: Examples of going the second mile include pulling the chair out for a pregnant woman or refilling a customer’s drink at a quick-service restaurant. (loyalty – use Fred Reicheld quote)Chick-fil-A sought to make the second mile second nature, meaning the company taught employees that they should employ these “extra special” services automatically, instead of something they do every now and then.
- One final note to end on that reinforced the intentional design of the customer experience – for those that frequent Chick-fil-a, when you are speaking with an employee, what response are you likely to hear when you say “thank you”? (it’s my pleasure)
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