Customer Experience can take you to the beach or to the graveyard. Customer Experience is the ultimate Competitive Advantage

1. SalesChannel Europe ©2012 All rights reserved
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2. the
Problem

3. Internally-focused
Thinking
vs
The End2End
Customer
Experience

4. Positive Customer feedback
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5. Negative Customer feedback
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6. Encourage them to tell it like it is

7. …then listen to your customers

8. Are you really listening?
8

9. Compliance vs commitment

10. The Customer Experience Map
Phases Feelings Memory Impact on Loyalty
WOW “I Love it” High Share with Many
Enjoyable “I like it” Mid Share with few
Functional “Works for me” Low Neutral
Uneventful “OK” None Decrease
Missed it “I Don’t Like it” Mid 66% decrease
Never Again “I hate it” High 100% Loss

11. Everything you do impacts
the Customer’s Experience
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12. Customer Satisfaction Quotes:
“ The customer perceives service in his or her own terms.” -
Arch McGill
“ The customer’s perception is your reality.” - Kate Zabriskie
“ We cannot become what we need to be by remaining what
we are.” - Max Dupree
“ Excellent firms don't believe in excellence - only in constant
improvement and constant change. ” - Tom Peters

13. “Victory in marketing doesn’t happen
when you sell something, but when you
cultivate advocates for your
brand.”
- Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit
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14. Advocates are your
best influencers

15. Typical Conversion Rates
1. Cold calling: Between 1-5%
4%
2. External Recommendation:
44%
10 X Cold calling
3. Internal Recommendation:
88%
20 X Cold calling

16. How do you measure
Customer Experience?
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17. Using simple Customer
Experience Metrics
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18. 3 Types of Customer Experience Metrics*
Descriptive Metrics Perception Metrics Outcome Metrics
What did the customer think about what What will the customer do as a result of
What happened?
happened? what happened?
Customer called to resolve problem with bill Opnes bill and sees it's wrong - again! Complains to friends about the billing error
Searches for customer number and finally finds Won't purchase more from this company any
Was on hold for 5 mins
it time soon
Spoke with phone agent 998 in Manila for 2-5
Waits on hold forever Starts noticing offers from competitors
minutes
Frustrated that phone agent needs so much
Trouble ticket opened
information
Trouble ticket closed incorrect charge reversed
At least agent was pleasant
Common Metrics
Call and email volume Customer satisfaction with overall experience Likelhood of recommendation
Customer satisfaction with specific aspects of
Average call times Likelyhood of purchase
the customer experience
Calls lost before answered Call resolution rate likelyhood to switch to a competitor
Website visits User goal completion rate (web, mobile, tablet) Actual purchases made
Average pages viewed per visit Contract renewals
Average transaction value Churn rates
Average calls per customer per year
Captured through . . .
Analytics systems surveys and text mining surveys and/or analytics
Common Data Sources
Enterprise Feedback Management (EFM)
Contact center logs and analytics EFM systems
systems
Web and mobile analytics Online feedback and survey tools Online feedback and survey tools
Point of sale systems Contact center call transcripts Contact center logs and analytics
Billing systems Customer letters and emails Web and mobile analytics systems
CRM systems Social media posts and comments Point of sales systems
Business intelligence systems Billing systems
*Outside In: The Power of Putting Customers
CRM systems at the Center of Your Business
Business Intelligence systems by Harley Manning & Kerry Bodine
SalesChannel Europe ©2012 All rights reserved 18

19. Get it right
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20. Get it wrong
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21. the
Solution

22. think
dif erent
f

23. Take a higher lever view
23

24. Design an E2E Customer Experience
Products Services Customer
Experience

26. Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
End2End
3
• Technology
Customer Experience • Price performance
• Product/service quality
2 Support Services
Basic
Support Services:
• Levels of support
1
Product/Service
Basic • Quality of service and support
• Systems
Product/Service • Processes
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2012 All rights reserved 26

28. 1
Identify and prioritise Top 10 Customers with greatest risk of
revenue loss or revenue gain
Identify and track company wide Business KPIs (Sales &
2 Marketing, Operations, Finance, Legal, etc.) that directly
impact Customer Satisfaction/Quality of Service
3 Start building a culture of E2E Customer Experience

29. 3 Time Horizons
SalesChannel Europe ©2012 All rights reserved

30. Barriers to the beach
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31. Eliminating barriers to satisfaction
31

32. 1
Identify and prioritise Top 10 Customers with greatest risk of
revenue loss or revenue gain
Identify and track company wide Business KPIs (Sales &
2 Marketing, Operations, Finance, Legal, etc.) that directly
impact Customer Satisfaction/Quality of Service
3 Start building a culture of E2E Customer Experience

33. Identify company wide Business KPIs
that impact Customer Satisfaction
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34. Get everyone moving
in the same direction
SalesChannel Europe ©2012 All rights reserved

35. Collective focus
SalesChannel Europe ©2012 All rights reserved 35

36. Example: Sales KPIs
Revenue:
• YTD Actual vs Plan, YTD vs Previous YTD
Sales Orders:
• FCV vs Plan, ACV vs Plan, YTD vs previous YTD, QTD vs previous QTD
Pipeline Management
• Weighted Forecast: Total, by Region, by Quota Carrier
Sales Production:
• ACV achievement by Region, by Quota Carrier
• No of Proposals made: Total, by Region, by Quota Carrier
• No of Proposals won: Total, by Region, by Quota Carrier
• Time to generate Proposal
• Time to sign Contract Sales KPIs that impact
• Time to Installation/Service Acceptance Customer Experience
• Time to Billing
• Time to Payment
Product Mix:
• % revenue generated by product/services Key:
• Gross Margin generated by product/services YTD - Year to date
FCV - Full Contract Value
After Sales Service: ACV - Annual Contract Value
• Time to resolution
SalesChannel Europe ©2012 All rights reserved 36

37. Who do you benchmark
yourself against?

38. 1
Identify and prioritise Top 10 Customers with greatest risk of
revenue loss or revenue gain
Identify and track company wide Business KPIs (Sales &
2 Marketing, Operations, Finance, Legal, etc.) that directly
impact Customer Satisfaction/Quality of Service
3 Start building a culture of E2E Customer Experience

39. Getting everybody on the same bus

40. Customer Experience Organisational Readiness Assessment
*Outside In: The Power of Putting Customers
at the Center of Your Business
by Harley Manning & Kerry Bodine
SalesChannel Europe ©2012 All rights reserved

41. Create simple internal processes
that facilitate customer interaction

42. Customer Experience
Customer Satisfaction
Quality of Service

43. Performance Management

45. Get it right
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46. David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
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