What is Customer Experience?

www.ClearActionCX.com
What is Customer Experience?

(1) Has a role in the decision/action to get something.
(2) Uses what is obtained.
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What is a Customer?

What is Customer Experience?
Customers’ realities in selecting, getting, and using a solution
that enables a capability they want

Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.
What is Customer Experience Management?

Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.
What is Customer Experience Optimization?

Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.
What is Customer Experience Enablement?
(The bridge that enables enduring CX ROI.
Ultimate goal is Customer Experience Optimization)

Customer Experience
All interactions people have with or about a solution:
messages, people, processes, products, or services.
Customer Experience Management
Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.
Customer Experience Optimization
Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.
Customer Experience Enablement
Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.
.
Customer Experience Defined

Customer Knowledge (ways of understanding customers)
• Voice of the customer — monitoring customer sentiment
• Net promoter score — a way of summarizing voice of the customer: percent who would
recommend a brand minus percent who would not
• Customer intelligence — integration, mining, and analysis of customer data
• Customer experience journey map – pictorial representation of a customer’s thoughts
and actions while shopping or using a product or service
• Internal branding — internal understanding by each employee, supplier, and alliance
partner of their specific impact on external customer experience
Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation
CX Management Components
Customer Knowledge ◄ Customer Well-being ◄ Customer Profitability

Customer Well-Being (efforts to translate customer knowledge into
organizational attitudes and behaviors)
• Customer care — organization’s conscience in favor of customers’ welfare, and outreach to
customers accordingly
• Customer satisfaction — comparison of customer's reality versus expectations
• Service excellence — delivery of purchased services or remedial services, or post-sale
assistance to customers
• Customer-centricity — degree that customers’ welfare is at the center of the solution provider’s
decision-making and actions
• Customer experience improvement — process-wide problem resolution and prevention
• Customer complaint resolution — solving issues and communicating solution to complaint
originators
• User experience — intuitive and inviting environment for customers’ use of the product or
service, or for exploration and purchase of the product or service, e.g. retail store or website
• Customer touch points — opportunities for customers to interact with the solution provider or its
messages or products/services
• Customer effort — amount of effort the customer has to put forth during their experience with a
product/service
• Customer experience innovation — designing and implementing novel methods to enhance
customer experience

Customer Profitability (efforts to increase revenue and profit from customers)
• Customer relationship management — use of a database of customer transactions and facts
that enable customized communications (1-to-1 marketing), upselling, cross-selling, and
data-mining
• Experiential marketing — events and campaigns that build customer advocacy
• Customer advocacy — word-of-mouth promotion (buzz marketing) of a brand by enamored
customers
• Branding — creating and communicating a distinctive identity
• Customer lifetime value — profitability of customers’ cumulative purchases
• Customer lifecycle management – nurturing the phases that customers go through over time
in their relationship with a brand
• Customer loyalty — efforts to expand customers’ share of wallet
• Customer community — opportunities for customers to engage with one another
• Customer references — testimonials from customers
• Co-innovation — joint product development efforts with customers
• Customer retention — efforts to extend a customer’s duration of ongoing purchases
Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation

The Purpose of Business
“The customer is the
foundation of a business
& keeps it in existence.
He alone gives
employment.”
-- Peter Drucker, 1954
= Serve Customer Needs
“Customers make
paychecks & budgets
possible … shareholders
leave when customers leave
– not the other way around.”
-- Lynn Hunsaker, 2011

Customer Experience ROI Building-Blocks
All blocks work in tandem to maximize & sustain business results.
Left-right flow. Start simply with a stepping stone in each block; build maturity over time.
Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve.
http://ClearActionCX.com/cx-success-factors

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Partial List
Send us a note:
OptimizeCX@ClearActionCX.com

OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization

What is Customer Experience?

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