6. 6
“How likely is it that
you would recommend
[your company] to a
friend or colleague?”
“How much effort did
you personally have to
put forth to handle
your request?“
Loyaliteit
predictor
7. Customer satisfaction
Co-‐creation
Product-‐ and transaction focused
Get to know your customer
‘Fix the basics’
Source: based on model Balachandran
Involvement customer
Loyality
Long lasting relationship
For the customer
Together with the
customer
Stop trying to delight your
customers
8. 8
Product/service
differentiation
Employee
satisfaction
Processefficiency
Processeffectiveness
-‐ Customer
satisfaction
-‐ NPS
-‐ Sales
-‐ Share of wallet
-‐ Retention
-‐ Referral
-‐ NPS (als groeidoel)
-‐ Groth revenue
-‐ Market share
-‐ Profitability
-‐ Share holder value
People
Product/service offering
Process
Customer Experience
Customer Behaviour
High level company KPI’s
Leading indicators
Lagging indicators
Changesinregulationsandtechnology
developments
Context
Source: based on Schmitt – Managing the Customer Experience
Determine your motivation for
improving customer experience
13. 13
Customer
Journey
Buying a book
Life events /
Products /
Services
Reading a book
Groceries
Cloud services
Streaming music
and video
Other events
Voice of the customer:
I want..., I need...
Voice of the employee:
I want..., I need...
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase
What does the customer want and what does
the customer need?
14. 14
Customer
Journey
Each Customer Journey has a customer side
and an organization side
Processes
Midoffice
Customer
Relationship
Management
Customer
Financial
Management
Document
Management
Communication
Management
Business
Process
Management
Security
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase
15. 15
Remove barriers
Simplify processes
Ensure alignment
and consistency
Provide relevant content
Differentiate and create
“wow-‐moments”
Customer Experience opportunities
19. 19
For the second year in
a row, Amazon was
the top-‐scoring
company in terms of
overall customer
satisfaction, just above
Coca-‐Cola and Apple
Nielsen, May 2014
20. 20
Amazon.com is the reigning
and undisputed champ in both
Internet retailing and across the
entire department in overall
customer satisfaction.
American Customer Satisfaction Index, University of Michigan,
June 2013
21. 21
Amazon stands at the top of
100 globally-‐known brands
across seven major industries
for best customer experience. .
Foresee Experience Index, Report, Deccember 2013
25. 25
Price
“I got an email a few days ago
from Amazon, telling me the
price of the book I’d ordered had
dropped, so it was passing the
savings on to me. I think it was
all of $.16. But that small sum is
why I’m a loyal customer.”
47. 47
”Customer experience
includes having the
lowest price, having the
fastest delivery, having
it reliable enough so
that you don't need to
contact [anyone].”
Jeff
Bezos