As competition and cost pressures intensify, organisations of all sizes and across all industries recognise the need to improve the experiences their customers have with them at all points throughout the customer journey. Businesses understand that they need to maximise the opportunities that come from the interactions they have with their customers, by helping predict a customer’s needs and wants, offer personalised recommendations, reward loyalty and deal with issues in a proactive and timely manner – and analytics plays an important role in achieving these aims. The rewards for getting it right are substantial: improving the customer experience can help drive sales, retain high value customers, increase business from existing customers and improve responsiveness. But that’s not to say it’s an easy task. This slide deck is an introduction to a full treatment we'll be giving at a free webinar on Nov 6, 2013. See http://www.mwdadvisors.com/ec/customerexperienceexcellence for more details!

1. Intro : 7 steps to customer experience
excellence with analytics
Helena Schwenk
Principal Analyst
mwd
advisors
helping you create business improvement from IT investment

2. What we’ll cover
• The customer experience challenge
• How analytics can make an impact
• The seven steps to customer experience
excellence using analytics
• Where do you go from here?
Want the full presentation? See the last slide for how you can
get all the content on a free webinar
© MWD Advisors 2013
www.mwdadvisors.com
2

3. The customer experience is today’s
competitive battleground
“The customer experience
is bigger than customer
service ... It is the full end
to end experience . It
starts when you first hear
about Amazon from a
friend and ends when you
get the package in the
mail & open it”.
Jeff Bezos – CEO Amazon
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3

4. Everyone is facing large-scale business
environment change
Globalisation
Customers, partners, suppliers – and competition
“Connectedness” is driving sophisticated value chains
Transparency
Industry regulations, consumer pressure and
competition driving openness
Smart, connected markets
Ecosystem participants – particularly customers – see the “online
world” as the natural place to look for information, services
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4

5. Great customer experiences require a consistent
and integrated multi channel customer journey
Research
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Consider
Purchase
Use/
Evaluate
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Maintain/
Advocate
5

6. Not all customers are equal in terms of needs as
well as value to the business
Delivering great
customer experiences
Driving incremental value at
right cost for the business
© MWD Advisors 2013
www.mwdadvisors.com
6

7. Analytics plays two distinct roles in supporting
end-to-end customer experiences
Shaping and
informing
interactions
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Measuring and
optimising
performance
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7

8. Measurement is key to help you learn, fine
tune and improve
Baseline
Develop KPIs
Distil into business metrics
Benchmark your current state
Monitor performance
Identify hotspots
Root cause analysis
Measure
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Optimise
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Experiment
Test
Refine approach
8

9. Measuring can help bring organisational
alignment
Sales
Customer
satisfaction
Churn rates
Advocacy
Repeat
purchases
Loyalty
Referrals
Market share
Revenue growth
Profitability
© MWD Advisors 2013
www.mwdadvisors.com
9

10. Analytics: injecting intelligence into your
customer journeys
General
enquiry
Activation
&
education
FAQ
Retention
call
Social
Review /
comments
Onboarding
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10

11. Identify opportunities to serve the customer
better whilst adding value to the business
Identify
customers
at risk of
churn
Offer
appropriate
customer
service
Tailored
offering &
bundle
General
enquiry
Increase
share of
Activation
& wallet by
cross
education sell
Retention
call
Social
review /
comments
Onboarding
© MWD Advisors 2013
FAQ
Perform
analysis
of service
issues
Understand
customer
feedback
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11

12. Step 3 provides input
7 steps to customer experience excellence
with analytics: an overview
into Step 7
6
5
4
3
2
1
7
Measure and optimise
Operationalise your analytic insights
Develop your customer analytics competency
Pinpoint where analytics can drive valuable
customer interactions
Prioritise focus areas & build your business case
Identify problems and opportunities
Map your customers’ journey
© MWD Advisors 2013
www.mwdadvisors.com
12

13. @hmschwenk
helena@mwdadvisors.com
Thank you
Learn more about the 7 steps to customer
experience excellence with analytics!
Free report: available to download now
Free webinar: 6th November @ 4pm GMT / 11am EDT
http://www.mwdadvisors.com/ec/customerexperienceexcellence