The document outlines an agenda for a customer experience masterclass that will cover topics like the customer experience ecosystem, loyalty drivers, differentiation, the impact of emotions, and leading transformation. It includes sections on rational versus emotional versus sensory aspects of customer experience, mapping customer journeys, designing experiences for customers and employees, and making the business case for critics. Diagrams depict the customer experience transformation process and customer journey loops.

1. The Customer Experience
Masterclass
chantel@brandlove.co.za
THE CX ECO SYSTEM
LOYALTY DRIVERS
DIFFERENTIATION
IMPACT OF EMOTIONS
LEADING TRANSFORMATION
CULTURE

2. The Customer Experience
Masterclass
THE CX ECO SYSTEM
LOYALTY DRIVERS
DIFFERENTIATION
IMPACT OF EMOTIONS
LEADING TRANSFORMATION
CULTURE

3. RATIONAL EMOTIONAL SENSORY
CUSTOMER EXPERIENCE IS…

4. RATIONAL
Did I achieve my goal?
Was it good value?
CUSTOMER EXPERIENCE IS…

5. EMOTIONAL
Did it make me feel good
Did I feel good about myself?
Do I have a good story to tell?
CUSTOMER EXPERIENCE IS…

6. SENSORY
See Hear Taste Smell Feel
CUSTOMER EXPERIENCE IS…

8. YOU CANNOT,
NOT, HAVE AN
EXPERIENCE.
LOU CARBONE

10. THE CX ECO SYSTEM
LOYALTY DRIVERS
DIFFERENTIATION
IMPACT OF EMOTIONS
LEADING TRANSFORMATION
CULTURE
AGENDA

11. THE CUSTOMER EXPERIENCE ECO-SYSTEMCUSTOMER EXPERIENCE ECO-SYSTEM
CUSTOMER CENTRIC LEADERSHIP
CUSTOMER EXPERIENCE TRANSFORMATION PHASES
customer experience
perception
customer needs /
problem statement
customer experience
maturity
business case for
experience based
differentiation
DISCOVER
1
customer experience
strategy / blueprint
customer problems
you want to solve
customer personas
customer experience
definitions
DEFINE
2
customer value
proposition
customer journey
mapping & design
service design
employee
experience - internal
brand promise
DESIGN
3
awareness, training
& education
process & client
communication
changes
system changes
root cause fixes for
broken experiences
DO
4
change management
program / project
management
cx capability
development,
coaching & consulting
cx measurement &
developing maturity
DIRECT
5
customer value
proposition customer journey
customer interaction
channel employer journey organization structure
marketing
distribution
retail
operations
product development
technology
web + mobile
email
phone
in store
client
correspondence
catalyst
need
CUSTOMER
LOYALTY
LOOP
evaluatebuy
use product
awareness
get
support
attract
reward
encourage
curiosity & learning
inspire
excellence
innovate
& co-create
infuse brand
DNA
EMPLOYEE
ENGAGEMENT
LOOP

12. 1.
THE WORLD OF
THE CUSTOMER

13. Ranjay Gulati – Client Centricity

14. Ranjay

15. Kevin Roberts – Saachi & Saachi

17. 2.
HOW TO DESIGN
FOR THE CUSTOMER

18. Design Thinking Stanford
D.school

19. Ranjay Gulati Video

20. 3.
CROSS CHANNEL
EXPERIENCE PORTABILITY

21. Brussels Airline

23. 15 Years later

25. 4.
THE EMPLOYEE AND
THEIR EXPERIENCE

26. Ritz Carlton

27. Art of the craft – Ritz Carlton Video

28. Questions?

29. Zappos

31. Who’s attention do you want?

32. Who is your
customer?

33. what part of their story
do you want to play in?

34. What do you want them to
feel about themselves?

35. Where do you
want to play?

36. What problem do
you solve for them?

37. CERTAINTY VARIETY SIGNIFICANCE
THE HUMAN NEEDS
CONNECTION & LOVE GROWTH CONTRIBUTION

38. What is your experience essence?
o Not your marketing campaign/promise.
o What is your mantra at 3am about what your
company does …. About what you do?

42. Ideas are scary

44. What is the characteristics
of your journey?
page
045
Do you want to be the
most Innovative?
1

45. What is the characteristics
of your journey?
page
046
The Fastest?
2

46. What is the characteristics
of your journey?
page
047
3
The most
Effortless?

47. What is the characteristics
of your journey?
page
048
4
Do you want your consumers
to go on an Adventure?

48. What matters most
to clients
page
049
Time
Memories
Achievements

49. page
050

50. Do you want to map a
journey?

51. Architecting a journey
true to your brand
page
052
What is the memory you want them to
bank in this moment
What does your customer
expect in this moment?
What will fail their expectation?What emotion do
you want to evoke?
What will exceed their expectations?

52. Your business
objectives
page
053
New business
Repeat business
Greater share of wallet
Word of mouth marketing
Retention of customers
Lower cost of services

53. THE CX ECO SYSTEM
LOYALTY DRIVERS
DIFFERENTIATION
IMPACT OF EMOTIONS
LEADING TRANSFORMATION
CULTURE
AGENDA

54. hello@brandlove.co.za
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CLIENT COMMUNICATION & CORRESPONDENCE CHANGES
SYSTEM CHANGES
FIX-IT STREAM OF BROKEN EXPERIENCES (HIGH IMPACT + HIGH PRIORITY)
NEED
AWARE-
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EVALUATE
CUSTOMER
MACRO JOURNEY
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MESSAGE
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CONTACT ME BOX
& AUTO RESPONSE
CUSTOMER
DETAIL JOURNEY
(REPEAT FOR
EVERY STAGE)
WORKSTREAMS
CUSTOMER EXPERIENCE TRANSFORMATION
PROGRAM STRUCTURE
JOURNEY
DESIGN SPRINT 1
JOURNEY
DESIGN SPRINT 2
JOURNEY
DESIGN SPRINT 3
JOURNEY
DESIGN SPRINT 4
JOURNEY
DESIGN SPRINT 5

55. The business case for the
critics in the room

56. page
057

57. page
058

58. THE CX ECO SYSTEM
LOYALTY DRIVERS
DIFFERENTIATION
IMPACT OF EMOTIONS
LEADING TRANSFORMATION
CULTURE
AGENDA

60. “We find the best and the worse
in your customer experience and
help you to make it better!”

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62. thank you.