1. Customer
Experience
Presented by Joey Phuah SY
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2. Customer Experience
 An interaction between an organization and a customer
as perceived through a customer’s conscious and
subconscious mind.
 It is a blend of an organization’s rational performance,
the senses stimulated and the emotions evoked and
intuitively measured against customer expectations
across all moments of contact
 Key competitive differentiation strategy that increasingly
being adopted by businesses
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3. Customer Experience
 It’s a complex process of understanding your
organization’s relationship with your customers.
 When addressed effectively, customer experience eases
customer acquisition, drives customer loyalty and
improves customer retention.
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4. Customer Experience
 A customer experience is about a rational experience
 e.g. how quickly a phone is answered, what hours you’re
open, delivery time scales, etc.
 More than 50 percent of a customer experience is
subconscious, or how a customer feels.
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5. Customer Experience
 A customer experience is not just about the ‘what,’ but
also about the ‘how.’
 A customer experience is about how a customer
consciously and subconsciously sees his or her
experience.
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6. Customer Experience
Why we look into customer experience?
 Help organizations develop customer experience strategies
that could deliver results
 Help to define how customer-centric the organization is, and
how customer-centric it wants to be
 Designing emotionally engaging customer experiences
 Measuring experiences organizations currently deliver
 Training leaders to become customer experience experts
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7. Customer
Experience
Strategies
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8. 1. The Voice of the Customer
 Emotions account for over 50% of an experience
and can be captured qualitatively
 Encourage and measure feedback from customers
across all channels and touch points.
 Customer perceptions of the company and
experience should be measured, analyzed, and
acted upon to drive the customer experience
forward.
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9. 2. KPI Benchmarking
 In addition to qualitative feedback gathered above,
quantitative key performance indicators (KPI’s)
that measure progress towards customer
experience goals should be established.
 These may vary from organization to organization,
but it is important to ensure the KPI’s selected
have a significant impact on the customer
experience, are measured accurately, and can be
acted upon.
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10. 3. Diverse Communication Channels
 Customers have unique and diverse preferences on
how they would like to interact with companies. The
more communication channels you provide, the more
likely it is that you cover their desired channel.
 Emerging channels such as chat, online communities /
forums, and social media (LinkedIn, Twitter,
Facebook, etc…) are popular among younger
demographics, whereas the telephone is still the
method of choice for older customers.
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11. 4. Engage Your Employees
 Employee engagement has a positive impact on
customer engagement. Aligning employee incentive
programs such as bonuses to customer metrics is a
great way to improve the experience.
 Example, information infrastructure provider EMC’s
online community lets employees connect and engage
through blogs, social networking tools, and RSS feeds.
Employees are now well connected to the company
strategy and culture, with a positive impact on
customer service.
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12. 5. One View of the Customer
 Nothing destroys a customer experience better than a
broken / incomplete view of the customer across
different departments or channels.
 Provide a complete view of the customer and
interaction history across all channels and touch-
points in the organization to ensure this does not
happen.
 Customers should experience little to no disruption
when being transferred between channels for support.
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13. 6. Create A Knowledge Foundation
 Understand what your customers want and need,
and continually model this information into a
knowledge base.
 Provide your agents and employees with rapid
access to this knowledge to ensure consistent
experiences and the right support is provided to
your customers with each interaction.
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14. 7. Customer-Focused Business Decisions
 With each business decision your organization
makes, you should ask one question: what is the
impact on the customer experience?
 This impact should be a key factor in your
decision-making if improving the experience is a
core objective of your business.
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15. 8. Actionable Insights
 When measuring your customer experience
performance, the first thing you should ask is:
what does this data tell me about changes in the
customer experience?
 The second thing you should ask is: how can I turn
this data into actions that can drive the customer
experience forward?
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16. 8. Actionable Insights
 The whole reason to measure and analyze
customer experience data is to come out with
ideas and actions that improve the experience
overall.
 Continually measure, implement recommended
actions, and premeasured their impact to
consistently create positive customer experiences.
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17. 9. Recognize Effective Employees
 Publicly recognize and reward employees that
most positively impact the customer experience.
 Motivated employees translate into a much better
experience for your customers overall.
 Tying employee incentives to customer experience
is an effective strategy for improvement.
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18. 10. Segment and Personalize the Experience
 Segmentation and personalization should be
undertaken once an organization has developed
customer experience maturity.
 It is a complex strategy that is tricky to get right but
pays big dividends.
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19. 10. Segment and Personalize the Experience
 Segmenting customers and personalizing their
experience based on factors such as life time
value, profitability, and demographics provides
them with more enjoyable experiences when done
correctly.
 By managing the level of service provided to
customers based on their value, you also make
your organization more profitable and efficient.
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20. 11. Simplify, Simplify, Simplify
 Whether it’s a customer experience with a product,
service, store, website, or any other touch point,
strive to make the experience as simple and clear
as possible.
 Customers are turned off when something is
confusing, unclear, or takes too much time.
 Eliminate this possibility by modeling your current
customer experiences and finding ways of
simplifying them.
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21. 12. Establish and Share A Vision of Target
Customers
 To truly create a customer experience
differentiation strategy, your entire organization
needs to be intimately familiar with your
customers.
 Build thorough profiles of customer personas and
ensure they are updated, shared, and understood
by everyone in your organization.
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22. 13. Be Proactive
 Don’t wait for a flood of customer complaints into
your contact center before you resolve issues
related to customer experience… by that time the
damage has already been done.
 Establish a pro-active voice of the customer and
data measurement program to predict changes in
the customer experience and resolve issues
before they become a problem.
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23. 14. Experience Differentiation
 Understand the customer experience of your
competitors to identify strengths, weaknesses, and
gaps.
 Offer a core experience and value proposition that is
unique, different, and capitalizes on areas where
competition is weak.
 Starbucks is a great example of this strategy, where
they have successfully differentiated not on coffee but
on the in-store experience itself.
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24. Thank
you
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