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  3. 3. Service is a transaction in which the non-physical goods are transferred from the seller to the buyer. When we talk about service, people often refer to the processes and not physical products. Service is an intangible part of the economy. It only exists while the provider is delivering it, and the customer is consuming it. There is no transfer the ownership when a company provides a service to clients. What is service?
  4. 4. Experience refers to conscious events in general more specially to perceptions or to the practical knowledge and familiarity that is produced by these conscious processes. Understood as a conscious event in the widest sense experience involves a subject to which various items are presented. What is experience?
  5. 5. The service has five essential characteristics as follows. • Intangibility: people cannot touch or handle them. Service neither can be transported, manufactured. • No Inventory: it is not possible to store the service for further use. Once the provider delivers the service, it vanishes irreversibly. • Inseparability: there is no gap time between production and consumption of service. The provider provides the service at the time of use. • Inconsistency: each delivery of a particular service is not the same as the previous or future one. Each one is unique, even if the same customer requests the same service. • Customer Involvement: some kinds of service need both the consumer and provider of service to participate in. For example, it needs to have the presence of the customer and the hairdresser during a haircut.
  7. 7. 7 – CX is your customers’ holistic perception with their experience with your business or brand. – It is the result of every interaction a customer has with your business. Two primary touch points: people and products CUSTOMER EXPERIENCE
  8. 8. 7 – It promotes/ increase customer loyalty – Helps you retain customers – Encourages brand advocacy – Increase customer satisfaction – Better word-of-mouth marketing, positive reviews, and recommendations IMPORTANCE OF CUSTOMER EXPERIENCE
  9. 9. 1. LISTENING IS WORTH MORE THAN HEARING – Helps you build trust with your customers. – Requires accepting both positive and negative feedback. – Understanding the Voice of Customer (VoC) using data analysis and qualitative learning through individual customer interviews. 2. CUSTOMER EXPERIENCE AND PRODUCT WORK MUST GO HAND IN HAND – Design your product with customer experience in mind – Your product must solve your customers’ specific problems and unique challenges – Product teams should have a constant feedback loop with the customer-facing teams. 3. UNDERSTAND YOUR CUSTOMERS – Know who your customers are and what they care about – Define the core personals that your company services. 10 TIPS TO CREATE A CUSTOMER CENTRIC CULTURE
  10. 10. 7 4. USE DATA TO OPTIMIZE EVERY STEP OF THE EXPERIENCE. – Use new technology and tools to easily get access to large amounts of data – Observe what works and what does not as customers interact with your brand. 5. Provide ongoing support – Set up an integrated system that reaches out to customers through channels such as phone calls, emails, and live chat. 6. When designing your product, service, and communication, consider every channel your customer could use. – These includes websites, apps, emails, newsletters, social media posts, and more. 10 TIPS TO CREATE A CUSTOMER CENTRIC CULTURE
  11. 11. 7. FOCUS ON THE PROBLEM YOU’RE TRYING TO SOLVE. – Identify the customers who have pain points and reach them before your competitors do. 8. Make the value and impact of your employees known and celebrated. – Every employee should know how their contributions fit into your company’s big picture. 9. Communicate with your customers directly. – Enable employees to interact directly with customers. – Observe focus groups, sales and support calls, customer visits, attend broad-scale meetings or industry conferences. 10. Get creative with problem solving. If nothing else works, try doing something new. – See things in new ways and avoid mentally rutted roads. 10 TIPS TO CREATE A CUSTOMER CENTRIC CULTURE
  12. 12. HOW TO MEASURE CUSTOMER EXPERIENCE? 1. Analyze customer satisfaction survey results. - Using customer satisfaction surveys on a regular basis – and after meaningful moments throughout the customer journey – provides insight into your customers’ experience with your brand and product or service. A great way to measure customer experience is Net Promoter Score or NPS. Net Promoter Score is a customer loyalty score that is derived from asking customers a simple closed-ended question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”. This measures how likely your customers are to promote you to their friends, family, and colleagues based on their experiences with your company.
  13. 13. HOW TO MEASURE CUSTOMER EXPERIENCE? 2. Identify the rate of the reasons for customer churn. -Churn happens- it’s part of doing business. But it’s important that you learn from churn when it happens so you can prevent it from happening again. -Make sure you’re doing regular analysis of your churned customers so you can determine whether your churn rate is increasing or decreasing, reasons for churn, and actions your team may take in the future to prevent a similar situation. 3. Ask customers for product or feature requests. -Create a forum for your customers to request new products or features to make your offerings more useful and helpful for the problems they’re trying to solve.
  14. 14. HOW TO MEASURE CUSTOMER EXPERIENCE? 4. Analyze customer support tickets trends. -You should also analyze the customer support tickets your support reps are working to resolve every day. If there are recurring issues among tickets, review possible reasons for those hiccups and how the total number of tickets reps receive while providing a streamlined and enjoyable experience for customers.
  15. 15. HOW TO MEASURE CUSTOMER EXPERIENCE? 5. Customer Effort Score (CES) -Customer Effort Score measures the experience with a product or service in terms of how ‘difficult’ or ‘easy’ it is for your customers to complete an action. -CES surveys are usually sent out after an interaction with customer service, with questions such as ‘How easy was it to get your issue resolved today?’ and a rating scale going from ‘1: very difficult’ to ‘7: very easy’. They also work well after customers reach important milestones in their journey (for example, after they sign up for a free product trial or after they successfully concluded a transaction).
  16. 16. HOW TO MEASURE CUSTOMER EXPERIENCE? 6. Time To Resolution (TTR) -TTR is the average length of time it takes customer service teams to resolve an issue or ticket after it’s been opened by a customer. It can be measured in days or business hours, and is calculated by adding up all times to resolution and dividing the result by the number of cases solved.
  18. 18. • Customer experience management, often called CXM or CEM, is a system of marketing strategies and technologies that focus on customer engagement, satisfaction, and experience. • Customer experience management is a fundamental component of customer-first strategy because it demonstrates a clear investment in customer needs. By monitoring and enhancing different touch points along the customer journey, your company will consistently bring more value to users. CUSTOMER EXPERIENCE MANAGEMENT
  21. 21. 7 1. CX STRATEGY • CXM strategy is often wrongly defined as a technology platform when instead it should be defined as a way of doing a business. • A CX strategy is based on a CX Mission Statement and a CX Success Statement. This strategy is not just for customer happiness but for brand success.
  22. 22. 7 WHAT SHOULD A CUSTOMER EXPERIENCE STRATEGY INCLUDE? 1. A clear vision of what CX means at your organization. 2. Defined goals for leaders around CX. 3. How each goal will be measured for success.
  23. 23. 7 2. TECHNOLOGY AND TOOLS Knowing your vision mission and strategy will guide you to what tools will be best serve your organization.
  24. 24. 7 WHAT SHOULD CX TECHNOOGY DO? You want technology to enable: 1. Customer feedback and voice of the customer program. 2. Operational Dashboards. 3. A holistic view of customer journey.
  25. 25. 3. GOVERNANCE AND DISCIPLINE Governance provides a framework to help guide decisions and outcomes around CX for the organization. The framework provides clear objectives, policies and protocols around CX decisions.
  26. 26. 4. ITERATIVE DESIGN Customer experience depends on avoiding complacency. Teams and leaders must be dedicated to continuous evaluation and improvement. CX strategy means staying ahead of the marketplace by investing in the experience customers have with your brand. That requires future-focused thinking and ongoing assessment of what success looks like.
  28. 28. -Means that you need to consistently meet the customer’s expectation. A company must deliver excellent customer service that takes time to understand the needs of their unique customer base. You should also exceed – rather than just meet – expectations. EXEMPLARY CUSTOMER EXPERIENCE
  29. 29. -This refers to the experience that your business creates online or through a mobile app. It is important to build relationships through digital channels as the businesses takes their companies online. ONLINE CUSTOMER EXPERIENCE MANAGEMENT
  30. 30. 1.MOBILEEXPERIENCE -If your business is through online, it is surely accessible for you to promote your business and company via a smart device as long as there’s a cellular or Wi-Fi service. 2.USABILITY -Websites and applications should be intuitive, for it to be clear to the users which/what are the steps they need to take to achieve their goals. -Usability testing evaluates how easy it is to operate your product or service. You can create a website design that’s easy-to-use and ensures every customer is able to achieve what their goal is by running those test before production. DETAILS TO KEEP IN MIND WHEN CONSIDERING THE CUSTOMERS EXPERIENCE
  31. 31. 3.USER ONBOARDING -Onboarding is the process of testing new customers how to use the product or service. A representative from the company’s customer success team works with the user to ensure that they understand the value and purpose of their purchase. -It can be difficult to improve upon your customer experience, the reason is because you have to make changes across multiple departments and ensure every employee is on the same page. DETAILS TO KEEP IN MIND WHEN CONSIDERING THE CUSTOMERS EXPERIENCE
  33. 33. CUSTOMER EXPERIENCE MANAGEMENT TOOL 1.HubSpot Service Software 2.Infobip 3.Tealeaf 4.Satmetrix 5.Walkme 6.Khoros 7.Phodium 8.Whatfix
  34. 34. 6 things that cause bad customer experiences Bad customer experience is primarily caused by; 1. Long wait times. 2. Employees who do not understand customer needs. 3. Unresolved issues/questions. 4. Too much automation/ not enough of a human touch. 5. that is not personalized. 6. Rude/ Angry employees.
  35. 35. 5 things to remember about CUSTOMER EXPERIENCE 1. An emotional response. 2. Across multiple touch points. 3. Are perceived distinctly by different individuals. 4. A combination of routine, pains and pleasures. 5. Drive customer retention and profitability more than satisfaction!
  36. 36. The Difference Between Good and Great Customer Service Experience The difference between good and great customer service is often just taking a few extra steps to make your customer feel valued. To offer great customer service experience, you need to have a solid customer experience strategy in place and clear processes for your team to follow. So every customer gets the same service equality. Providing the best customer service experience possible doesn’t mean your customers need to speak to a human.
  37. 37. So how can you ensure you provide your customers with the best customer service experience? Use customer feedback management software. It is a great way to ensure you provide the best customer experience on every touchpoint of a customer journey. Such software lets you easily send surveys and gain insights into how customers experience using your product or service. It also lets you have an overview of all the feedback you receive in one platform. This way, you can quickly detect the most pressing problems your customers have that may lead to churn. How You Can Ensure a Great Customer Service Process
  38. 38. Here’s an example of a small business giving the best customer experience: I bought my car used from a dealership, and after the advert online, I called to check it was still available. It was. So the next day I went to have a look at it. The moment I arrived I looked at the car and then went inside to talk to the salesman, who was also the owner. He immediately got up, got the car out of the bay, handed me the keys, and let me have my time with the vehicle. He didn’t hover or try and tell me what to do. He just let me take the car out. Great Customer Service Experience Example
  39. 39. When I got back, I said I liked it. I asked if there was any movement on the price, and we quickly made a deal. I put down my deposit, and the next day I returned to pay full and collected the car. Doing the paperwork at his desk was stress-free: We were sitting in an open space with big windows. His wife was working at another desk, and their cocker spaniel was weaving around my feet. When everything was signed and paid for, we shook hands. I took my car home, enjoying the awareness of having a year-long warranty included in the deal. Great Customer Service Experience Example
  40. 40. How to Make a Great Customer Experience To make a great customer experience, make a customer journey map, create buyer personas, establish a positive connection with customers, ask for and act on feedback, create helpful content, and build a community.
  41. 41. Buying a car is stressful. If the seller had hovered around bombarding me with questions while I was trying to figure things out, it would have turned me off. At no point did I feel pressured of being nuisance. While I was waiting for the paperwork to be done, a customer came in. The woman wanted to have her car worked on in the shop. She seemed to be deliberately difficult. I sat there admiring how he and his wife dealt with that awkward customer with considerable aplomb. What Makes this Customer Service Experience Great?
  42. 42. 1. Offer multiple service avenues 2. Be proactive in your customer service • Bad customer service is reactive 3. Providing consistency in your customer service 4. Managing customer expectations HOW TO IMPROVE THE CUSTOMER SERVICE EXPERIENCE?
  43. 43. 1. Talk to employees and get their side of the story 2. Offer a sincere apology over the phone 3. Escalate the issue to senior leadership 4. . Prevent it from happening again HOW TO PUT AN END TO BAD CUSTOMER SERVICE
  44. 44. 1. Providing only one specific channel for customer service 2. Customer service representatives with poor listing skills and empathy 3. Fear of ownership 4. Not educating customer COMMON MISTAKES OF BAD CUSTOMER SERVICE
  45. 45. 7 Types of Service Experience
  46. 46. Service Experience Is the end-to-end set of customer experiences that add value to a service. This is typically viewed from the customer perspective as a journey whereby a customer discovers, purchases, experiences and participates in a service.
  47. 47. Basic Elements of Service Experience 1.Brand Image 2.Service Design 3.Service Delivery 4.Customer Service 5.Service Quality 6.Customer Journey 7.Brand Culture
  48. 48. Brand Image Branding is the process of establishing an identity for a service in the minds of customer. Service experience is heavily influenced by customer perceptions. Example: An airline brand that is perceived as safe may influence the experience of a flight.
  49. 49. Essential Elements of Branding Recognition – is the ability to recognize your service from its brand symbols and brand name. Awareness – is knowledge3 of attributes related to a service such as knowing that a particular brand of hotel is a luxury chain. Image – is a set of customer opinions about the brand in areas such as reputation and quality. Identity – is everything that a firm wants a brand to be minds of customers. Legacy – is a phenomena whereby a brand is strongly associated with a particular product or service. Reputation – are the ideas and emotions that customers associated with a brand.
  50. 50. Service Design The design of a service including user interfaces, processes, practices, environments and tangible such as food on a flight. Example: The design of a hotel lobby is an element of the service experience of a hotel.
  51. 51. Bliss point – is the amount of consumption that maximizes a customer’s satisfaction for a particular good or service. Innovation – is the processes of identifying and developing ideas that represent a leap forward in value. Service development – is the end-to-end process of developing and launching a new service to be sold to customers. Customer experience – is an approach to business that is completely focused on customer satisfaction. Product design – is the creation of new products and services. It is sub process of product development that includes end-to-end marketing of a new product from market research to launch. User experience – is the practice of designing things to reflect the realities of how they are experienced by people. It is a practical approach to design that considers context of use and the perspective of end-user including their needs, expectations and perceptions.
  52. 52. Service Delivery The day-to-day process of delivering a service. For example, the process of ordering the food for hotel restaurants such that fresh ingredients arrive just in time. These are operations processes that may have few customer touchpoints but impact the service experience nonetheless.
  53. 53. Business processes – are well-defined and repeatable units of works that may include both human tasks and automation. Procurement – is the process of acquiring goods and services from external sources. Service management – is the practice of wrapping technologies in service that are directed and controlled according to standard processes and practices. Business operations – are the core business processes of an organization that tend to be the focus of efforts to optimize efficiency and productivity. Service delivery – is the process of providing a service to customer or the internal clients of an organization. It typically includes processes to design, develop, deploy and operate services. Service support – is the customer service function for a service that handles inquiries, administrative requests, incidents, problems, changes, release management and configuration management requests.
  54. 54. Customer Service Is any interaction between your employees and customers. This is considered a critical aspect of service experience as a single poor customer service interaction may cause a customer to turn against your brand. As such, firms may establish customer service principles such as “customer is always right” and invest in training and customer service talent.
  55. 55. Customer advocacy – is when an employee fights for the customer as opposed to fighting for the company. Customer recovery – is the process of winning back a lost customer or repairing a relationship with a dissatisfied customer. Customer satisfaction – is the practice of asking customer how they feel about your brand and products. Customer dissatisfaction – is a customer who is unhappy with product or service. This is commonly identified by asking a customer to rate their satisfaction on a scale. Customer relationship – are interaction between a firm and potential, current and former customer. Customer service – is any person-to-person exchange between a business and a customer. It is considered critical to competitive advantage in most, if not all, industries and is typically measured by customer satisfaction.
  56. 56.  BRAND CULTURE The way that customers interact and participate in your service. This may be beyond your control.  SERVICE QUALITY The process of monitoring service quality and continually improving things.  CUSTOMER JOURNEY The process of engaging the customer to understand how they experience the service to identify things that are working and shortfalls where you can improve. Customer journey may look at the details of customer interactions and perceptions.
  58. 58. ·All about solving problems and increasing customer satisfaction. While customer service can include the service you provide helping a customer to make the right purchase for them, it mostly includes the service you provide post- purchase. CUSTOMER SERVICE ·It takes into account all the contact a customer has with a brand. ·Customer Experience isn’t just about your direct interaction with a customer. It’s also about how your brand makes them feel it includes every moment your customer sees your brand CUSTOMER EXPERIENCE
  59. 59. · If you want to be a company that strives to give their customers the best possible experience, you need to know what it is your doing right and wrong, and you can’t do that if you don’t give your customers the opportunity to give you feedback. Customer service evaluation - This is one of the most familiar forms of surveys we see as consumers because it is one of the easiest to implement and seems the most necessary. ·Run a survey - to your customers after a support ticket is closed to check the effectiveness of your overall customer support service, as well as individual agents. ·Customer service surveys - are easy to set up and implement and will give both you and your staff ample opportunity to improve on a case-by-case level WHY SURVEYS ARE ESSENTIAL TO GREAT CUSTOMER EXPERIENCE AND CUSTOMER SERVICE
  60. 60. REFERENCES: • Bordeaux, J. (2021, June 15). What Is Customer Experience? (And Why It’s So Important). Retrieved September 15, 2022, from https://blog.hubspot.com/service/what-is-customer- experience?fbclid=IwAR1jJ_pmLoLHzRU5el_9GM_0xGMbMAoMWOe9nUEi93eSe210Bh3Q8ZHYCr E • https://byjus.com/commerce/difference-between-goods-and- services/?fbclid=IwAR0oxMotCGH6Gv- NZslus5v8BMIxY_UZIjyyiNuhuBLvdZToEK_TPcvJeD0#:~:text=Goods%20are%20tangible%2C%20a s%20in,and%20satisfaction%20to%20the%20cons • Customer Service Experience: Definition, Tips, & Examples. (2021, February 25). BYJUS. Retrieved September 15, 2022, from https://www.helpscout.com/blog/customer-service- experience/?fbclid=IwAR3MMdjwev6VNAZFtBRjoOEkyLIxZrYE1FuRd5BXGigiiNhjSf0zlnBa5dg • What is Customer Experience: Strategy, Examples, Tips | Hotjar. (n.d.). Retrieved September 15, 2022, from https://www.hotjar.com/customer- experience/?fbclid=IwAR2hfA8GdVSI084bp6MC3sYkwvywI6ES79N0uW7KGwbGMQAariFsmZY4uq A • Perzynska, K., Perzynska, K., Perzynska, K., Perzynska, K., & Perzynska, K. (n.d.). What is a Good & Great Customer Service Experience? [Example]. Retrieved September 15, 2022, from https://survicate.com/customer-experience/customer-service- experience/?fbclid=IwAR35EklaE1c51C-FQqGTjnsLkFjW8Ja3QHAM2BD_Q_phzUPnTf6YrMODFNQ
  61. 61. THANK YOU!