The absolute yardstick that will determine whether your customers will remain loyal and trust your company? Yes, we are talking about Customer Experience! From a holistic perspective, some excellent models, methodologies, useful tools & tricks are provided: How to approach your customers as a CX leader? What’s a compelling CX really worth to a company? Which components are shaping a CX? 6 steps to build & improve your CX 9 inspiring tactics for designing your CX A few lessons in CX

1. by Rutger Desmedt
Managing the customer experience
an emotional rollercoaster?

2. © 4P square 23/06/2015 2
Proximus is clearly
struggling to provide a
human added value in their
interactions with customers
when things do not go as
they should.
... and we are not only
talking about
customer support.

3. © 4P square 23/06/2015 3
This way, interacting with
these companies results in
an emotional rollercoaster
for a lot of customers
throughout their journey.

4. Let’s talk about managing
the Customer Experience
So what yardstick will
determine whether a
customer will trust your
company & remain loyal?

5. © 4P square 23/06/2015 5
Content
1. Winning by understanding the full customer experience (CX)
A look in the past
What is CX
The importance of a compelling CX
The role of CX
2. How to approach your customer as a CX leader?
3. Six steps to build a compelling customer experience
STEP 1: Objectives, promise & corporate narrative
STEP 2: Mobilize people throughout the organization
STEP 3: Know your customer profile
STEP 4: Map your customer journey
STEP 5: Choose your must-win battles
STEP 6: Redesign the customer experience
4. Customer Experience tactics
5. A few lessons in Customer Experience
6. Key learnings
1. Winning by understanding the full customer experience (CX)

6. At the beginning of the 20th century
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it was very simple
“ any colour, so long as it
is black ”

7. After WW2 free trade & global connections customers got
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“ The Lowest Prices
Anytime, Anywhere. ”
the power of self-service

8. But then a radical shift took place...
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A power shift from sellers
to buyers
customers got control
over the flow of
information

9. Today, all these past sources of competitive advantage have been
commoditized
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Interacting with customers is
more complex than ever
It has never been so
simple to engage with
customers
It has never been so
important to engage with
customers
Interacting with customers is
more complex than ever

10. The point is: CX has always existed.
Customer interactions as a source of dominance are greater than ever.
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Source: Forrester Research

11. At 4P square we define Customer Experience as
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“ the sum of all customer interactions within
a company across all channels, products,
and services spanning the whole
customer life cycle. ”

12. source: Temkin Group
Touch
points
Offering
We can distinguish 3 types of interactions with customers that are
shaping a CX
12
Degree to which
customers can
accomplish their
goals
How the interaction
makes customers
feel
The difficulty or ease
in accomplishing
their goals
Customer
Experience
Effort
EmotionSuccess
Source: Temkin Group

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14. What’s a great customer experience really worth to a company?
14
“ Customer experience leaders
outperform the market ”
– Watermark Consulting
-
• Customer experience is a key to establishing differentiation in a global
business market.
• Managing the customer experience bridges the gap between your
customer perception and what you deliver as a company.
• In building a consistent, top-notch customer experience, you create a value
proposition that your competitors can never perfectly match. The customer
experience is not just based on what you do, but it’s the personal and
unique way you do it. It’s not just what you give your customers, it’s how
you make them feel.

15. Customer experience leaders outperform the market.
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Click to
read the
full report.

16. © 4P square 23/06/2015 16
Content
1. Winning by understanding the full customer experience (CX)
A look in the past
What is CX
The importance of a compelling CX
The role of CX
2. How to approach your customer as a CX leader?
3. Six steps to build a compelling customer experience
STEP 1: Objectives, promise & corporate narrative
STEP 2: Mobilize people throughout the organization
STEP 3: Know your customer profile
STEP 4: Map your customer journey
STEP 5: Choose your must-win battles
STEP 6: Redesign the customer experience
4. Customer Experience tactics
5. A few lessons in Customer Experience
6. Key learnings
2. How to approach your customer as a CX leader?

17. How to approach your customer as a CX leader
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The Customer Experience Role is to
bring the Customers view, no matter
how big or small, into the conversation
across all silos of the business.
It is not specific to a channel of
communication or product line. It is this
person's role to connect the dots and
ensure the brand lives up to the promise
that they give to each and every
Customer.
Outside-in

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Content
1. Winning by understanding the full customer experience (CX)
A look in the past
What is CX
The importance of a compelling CX
The role of CX
2. How to approach your customer as a CX leader?
3. Six steps to build a compelling customer experience
STEP 1: Objectives, promise & corporate narrative
STEP 2: Mobilize people throughout the organization
STEP 3: Know your customer profile
STEP 4: Map your customer journey
STEP 5: Choose your must-win battles
STEP 6: Redesign the customer experience
4. Customer Experience tactics
5. A few lessons in Customer Experience
6. Key learnings
3. Six steps to build a compelling customer experience

20. Step 1
Objectives,
position &
corporate
narrative
Step 5
Choose your
must-win
battles
Step 3
Know your
customer
profile
Step 4
Map your
customer
journey
Step 6
Redesign
the
experience
Step 2
Mobilize
people
throughout
the
organization
Six steps in improving your customer experience
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What do we want
to stand for in the
eyes of our
customers?
A compelling
vision linked to
the brand promise
is crucial.
Don’t improve or
redesign the experience
for all your customers in
the same way.
Which handful of
actions will
generate the most
impact with our
target customers?
Employee
onboarding that
includes cultural
clarity, brand
immersion, and
ongoing fit with
vision/mission/va
lues is crucial to
a seasoned,
engaged
workforce.
Walk the path of your
customer.
What emotion do you
need to manage?
Reframe the problem &
redesign the
experience.

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22. © 4P square 23/06/2015 22
Content
1. Winning by understanding the full customer experience (CX)
A look in the past
What is CX
The importance of a compelling CX
The role of CX
2. How to approach your customer as a CX leader?
3. Six steps to build a compelling customer experience
STEP 1: Objectives, promise & corporate narrative
STEP 2: Mobilize people throughout the organization
STEP 3: Know your customer profile
STEP 4: Map your customer journey
STEP 5: Choose your must-win battles
STEP 6: Redesign the customer experience
4. Customer Experience tactics
5. A few lessons in Customer Experience
6. Key learnings
4. Customer Experience tactics

23. 9 Customer Experience tactics
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Company strategy Brand promise Customer experience tactic
Source: Forrester Research
Operational
excellence
Self-service optimization
Ultra-simplification
Crowd-powered
Price
Product
leadership
Proactive guidance
Data-amplified success
Product as platform
Innovation
Customer
intimacy
Tailored intimacyTailored intimacy
Micro-niche
Mass customization
Fit

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25. © 4P square 23/06/2015 25
Content
1. Winning by understanding the full customer experience (CX)
A look in the past
What is CX
The importance of a compelling CX
The role of CX
2. How to approach your customer as a CX leader?
3. Six steps to build a compelling customer experience
STEP 1: Objectives, promise & corporate narrative
STEP 2: Mobilize people throughout the organization
STEP 3: Know your customer profile
STEP 4: Map your customer journey
STEP 5: Choose your must-win battles
STEP 6: Redesign the customer experience
4. Customer Experience tactics
5. A few lessons in Customer Experience
6. Key learnings
5. A few lessons in Customer Experience

26. 5. A few lessons in customer experience
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“ Whatever you do, do it well. Do
it so well that when people see
you do it, they will want to come
back and see you do it again.
And they will want to bring others
and show them how well you do
what you do”
– Walt Disney
- Manage expectations
- Communicate with personality (always be in character)
- Systematize for contingencies
- Turn downsides around

27. 5. A few lessons in customer experience
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don’t push it too far !
“Ladies and gentleman,
unfortunetaly there will be no
toilet paper disponible during the
flight,” was the message the
passengers at a Ryainair-flight
between Murcia & London got to
hear.
The captain wished to prioritize
an on time departure for London
Stansted rather than wait for
these items to be delivered and
cause a significant ATC delay for
all customers.

28. 5. Key Learnings
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¤ CX is not new. Customer interactions as a source of dominance are greater than
ever.
¤ CX is not only based on emotions; it’s the sum of emotions, effort & success.
¤ Consumers impulse to punish bad experiences at least more
readily than to reward delightful ones. Start with getting together your internal
kitchen.
¤ Don’t improve the experience for all your customers in the same way.
¤ Your key role is to bring the customer’s view in the conversation.

29. Contact us now to bring your CX activities to the next level
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Our 4P square expert is
looking forward to being
challenged by you.
Rutger Desmedt
Customer Experience Expert
E-mail: rutger.desmedt@4psquare.com
T +32 15 28 79 00
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