Oliver Kempkens's presentation in Iran web and mobile conference 2015, Tehran, Iran

1. By Oliver Kempkens
15 – 16 February 2015 // Tehran, Iran

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Oliver Kempkens
GLOBAL LEAD DESIGN THINKING
GLOBAL LEAD WORKSPACE RENEWAL
CEO, ADAPT OR DIE

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Customer Experience in 2015
Customer care is the work of
looking after customers and
ensuring their satisfaction
with your business and its
goods or services; it’s just
one of those interactions or a
type of interaction.
Customer experience (CX) is
the sum of all interactions of
a customer with a company
over the course of the
relationship lifecycle and the
customer’s feelings,
emotions, and perceptions of
the brand over the course of
those interactions.

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1. Renovation of VoC programs
Many organizations spend a lot of money on collecting customer feedback.
Yet, too few of them gain the value they could – or should – from those
investments.
This year, it’s expected that companies will scrap their overly burdensome
customer surveys in favour of more targeted feedback – Voice of the
Customer initiatives.
›
Form 1: User A fills this one out Form 2: User B fills this one out
They’ll rely less on multiple-choice surveys and more on topic-specific
surveys and text analytics of unstructured content (like comments on
surveys), calls into the contact centre, social media conversations, and chat
sessions with agents.

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2. Lots of customer
journey mapping
One of the most effective tools for customer experience professionals is
customer journey mapping (CJM). These tools identify key areas of
improvement and opportunities for innovation.
The customer journey map will plot touch points, service interactions and
gestures of users having experienced a service. The method helps us
understand the intentional and unintentional aspects of the customer
journey.
The map is humanized with personal insights, anecdotes and photos, using
the users’ language, their successes and even failures as a very user-
centered visualisation of the customer journey.

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3. Integration of customer
behavioural data
While feedback is a form of customer insight, it’s by no means the only form
— or even the best form. All the data sources combined will provide the rich
content required to fuel predictive models.
This trend will continue with more companies blending together customer
feedback data, CRM data, and data from customer transactions and other
value systems. This will enable companies to accurately target experiences
to reduce churn, improve metrics (e.g., satisfaction, NPS), and increase
customer lifetime value (CLV).
Brand Interaction
Welcome
Program
Introductory
Offers
Survey
News-
letters
State-ments
Cross
Sell/Up Sell
Birthday /
Anniversary
Loyalty
Offers
Welcome
Back
Lost
Customer
Survey /
Offers
Re-Activation
Program
Early Dormancy
Notifications
Lost
Customer
Known Inactive
Customer
Known Active
Customer
Customer
Time

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4. More anticipatory service
As companies gain a deeper understanding of customers through research
and analytics, they’ll develop more individualized customer experiences.
Companies that route callers to the phone agents are most likely to help
them based on the anticipated reason for the call. Companies will also train
frontline employees with different scripts based on anticipating customers’
needs/interests/emotional style.
User User with
Problem
Customer
Service
Develop-
ment
Product
User
Customer
Service
Develop-
ment
Product
Sales
checks on,
works with
identifies
problems, fixes
fixes
requests support
experiences
problem
Excellent reactive
service is a timely
response.
Proactive service
prevents the “User
with Problem” state.

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5. Experience infused into
product development
There will be more companies creating products with customer experience
embedded throughout the entire development process.
Product teams will define usability requirements, set minimum experience
thresholds for product launch, and design the entire service lifecycle.
Organisations will evaluate all new product and experience efforts using a
CX scorecard that determines the level of customer experience risk involved
in a proposed project.
Its “Customer Lens” process delivers more customer-centric experiences by
incorporating standards and checkpoints into business cases and new
product development methodologies.

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6. Consolidation of CX
process methodologies
As CX efforts highlight the need to
redesign more operational
processes, companies will combine
CX efforts with other provemess
improvement efforts, such as lean
sigma and design thinking. These
combinations will merge process-
centric tools with the power of deep
customer empathy.

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7. Contact centers morph
into relationship hubs
Contact centers are on the verge of a major change. Driven by shifts in
technology, capabilities, and consumer behaviour, organisations are
refocusing the primary purpose of contact centers from handling individual
calls to building customer loyalty.
These changes will morph contact centers into what some call Relationship
Hubs.
Relationship Hubs will establish success metrics tied to long-term customer
loyalty (from average handle time to a combination of metrics such as first-
call resolution and likelyhood of customers).

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8. Deeper appreciation of8. Deeper appreciation of
employee assets
Companies are beginning to see the deep connection between employee
engagement and customer experience. Engaged employees are more than
twice as likely to stay late at work, help someone at work even if they’re not
asked, and do something good for the company even if it’s not expected of
them. In 2015, we’ll see more employee surveys, executives developing
employee engagement goals, and managerial training focused on employee
engagement.

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We’ll see a surge
of personal health
monitors.
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9. Mobile & Personal health
monitoring takes off
This isn’t about mobile phones: It’s about digital
experiences integrated into everyday life.
Devices will have more apps and sensors that
will enable consumers to do more things
wherever they go.
The Customer
Context & Experience
The Company
Brand & Business Goal
News & Media e-Commerce Portal Intranet
Community &
Collaboration
Brand &
Communication
Online ServicesApps
Multichannel Content Delivery
Tracking & Analytics
Recommendation &
Personalisation
Content Marketing
Campaign
Content
Optimization
Digital Experiences
Create
Deliver
Optimize

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10. Software as an
experience continues
The initial rise of cloud-based software (a.k.a. SaaS or software-as-a-
service) focused on renting access to software instead of selling licenses.
That makes sense, considering that Net Promoter Scores for tech vendors
are more correlated to customer experience than product performance. As
cloud-based software expands, we’ll see these offerings cater more
explicitly to the needs of customers. How? Simpler, more focused, more
specialized applications (like smart phone apps), more emphasis on quick
initial usability, more sharing of best practices (usage, not technical), and
more customization based on the behavioural analysis of users.

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11. Resurgence of purpose11. Resurgence of purpose
As companies push forward on their CX journeys, they’ll find that there’s
nothing holding their efforts together. The desire to improve customer
experience will fall victim to other priorities if the effort is not tied to the
core values of the company.
But many organizations focus so intently on their operations that they lose
sight of their raisons d’être.
Through the horizon

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12. CX certification
accelerates CX education
The Customer Experience Professionals Association has launched its
Certified Customer Experience Professional (CCXP) certification in 2014.
This industry-wide certification helps solidifying the role of CX professionals
and creates demand for more CX training.

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13. The rise of “em•pa•thy”
As companies increasingly focus on CX in 2015, they’ll recognize that their
organizations lack a deep understanding and appreciation for their
customers. It’s not a flaw in the people, just a natural result of an internal
focus on day-to-day operations. From now on, we’ll hear more executives
talk about the need to build empathy for customers, making “empathy” the
CX word for 2015.
noun ˈem-pə-thē
The action of understanding, being aware of, being sensitive to, and vicariously experiencing the
feelings, thougts, and experience of another of either the past or present without having the feelings,
thoughts, and experience fully communicated in an objectively explicit manner.

17. 17OLIVER KEMPKENSANALYZING LATEST TRENDS IN MEASURING THE SUCCESS OF YOUR STRATEGIES // 17
Oliver Kempkens
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oliver@adaptordie.me | @OliverKempkens