Customer Experience: What will make a difference? by Richard Perry, Partner, Founded What is customer experience? What is a customer journey? Why are they important when developing a marketing plan or strategy? Top Tips for success within customer specific marketing & strategy? UK B2B Case Study Examples

1. Customer
Experience
by
Richard Perry

2. Over the next 45 minutes
we’ll cover…
CustomerExperience(CX)
CustomerJourneys
Valueof CX
Content& CX
How to measureit?
Whereto start?
MagicTouches
&
The MostImportantThing

3. What
are we talking
about?

4. the
DULL
definition
Customer experience (CX) is the sum of all experiences a customer has with a
supplier of goods or services, over the duration of their relationship with that
supplier. From
awareness, discovery, attraction, interaction, purchase, use, cultivation and
advocacy. It can also be used to mean an individual experience over one
transaction; the distinction is usually clear in context.
http://en.wikipedia.org/wiki/Customer_experience

5. what is it really?

6. CX Interaction Model
Emotional Innovation
Relationships
Marketing
Branding
People Business/
Desirability
Brand
Viability
CX
Functional Innovation Process Innovation
Product Features
Web Presence
Tech/ Efficiency
Profitability
Collaboration Automation
Product
Feasibility

7. customer experience is
really…

8. good old fashioned
brand management

9. We know that…

10. Everything
that you do affects
your
brand

11. but

12. There’s
a lot to
think
about

13. Sales
Pitch
Soft
Sell
Samples
Docum-
entation
Apps
Courtesy
Calls
Touchpoints
Trials
Unpacking
On-spot Product
Offers Delivery
Product
Delivery

14. Sales
Pitch
Soft
Sell
Samples
Docum-
entation
OVI
Apps
Android
Courtesy
Calls
Touchpoints
iPhone Trials
Unpacking
On-spot Product
Offers Delivery
Product
Delivery Tech Partner
Billing Timely Working
Support Support

15. Understanding
the customer
journey

16. they used to look like this…
Research + Analysis Synthesize, Ideate + Design Measurement
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Customer Experience Moments of Experience Experience
Definition Mapping Truth Design Monitor
Segmentation Concept Measurement
touchpointmapping Differentiators
narrative insight Prototype dashboard
need state analysis loyalty drivers
analytical Validate
emotionalstate analysis Priorities
cultural ideation
ROI
structural
who are our best what is their current what touchpoints what is the ideal are we delivering
customers? brand experience? most impact experience? the ideal
success? experience?

17. now,
they look like…

21. a framework Pre-purchase
Be There
Neutralise Doubts
Have Conversation Proof
Purchase
Make it work
Start Orientation Over-deliver
Be sharable
Post-purchase
Over-deliver
Solve Problems
Activate to Share
Co-create

22. Why is
Customer Experience
so
mportant?

23. value of cx

24. 63%
of B2B Marketers are unaware of what's
being said about their companies online

25. 60%
B2B marketers plan to increase their spend
on content
¼ budget
on average spend on content marketing

26. Content is also
key to B2B
customer
experience

27. Mediums enhancing B2B CX

29. Superbands UK - 2012

30. Yahoo Finance 2012

31. How to
measure
CX?

32. Ask Yourself
What actually matters
to the customer?
What are they
expecting?

33. Been through the customer
experience – Purchase? Evaluation?
Have you…
Service? Complaint process?
Partner Model?
Spoken to the customer? Called
them and asked how we are doing?
Asked them to recommend
improvements?
Met a customer? Attended a sales
meeting?

34. Create KPIs
% Interaction
% Satisfaction
% Lead Success
%Loyalty
%Positive Comments
%Online buzz
%Complaint Resolution
%New Referrals
can even be likes, shares, tweets, pins, +s

35. Measurement Tools?
Surveys & Short Polls
Focus Groups
Online Panels
Research Communities
Mystery Shopping
Online Buzz & Listening

36. Where to Start?

37. 1Create
Personas
)

38. Jane is the IT Director of
OK
Create Personas
Data Centre the IT Director of
John is Management of
Data Centre Management of
HSBC Bank
Apex International Bank.
She’s 39. She manages 139
staff and43. He budget of £15
He’s has a manages 172
staff and has a budgetmillion
of £15
million.
Jane has a degree in
John has a degree in
Finance
Electrical Engineering.
She reads FT & The
He reads Computer Weekly
Economist
and Scientific Computing
World.

39. BETTER
James is the IT Director of Data Centre Management of HSBC
Bank.
He’s facing stress to organise and budget the future resources of
his IT infrastructure but he is finding it challenging translate high
level business strategy sound bites from senior management
into tangible direction for his IT team.
James spends up to 70% his time and 40% of his budget to
upkeep existing systems and finding time and resources to
create is extremely demanding. Furthermore, he’s now been out
of formal training for 20 years and pressure is coming from
beneath to keep up to do date.
Finally, James has been allocated several new tasks. He’s being
asked to understand customer behaviour, drive innovation
behind new product development and help customer services
re-engineering.

40. 2
Create
Decision
Paths

41. BRAND

42. 3
Speak to
the Customer

43. 1. Did you find what you were looking for? 2. If not, were we helpful in
recommending how to find what you were looking for? 3. How can we make your
experience here more valuable/meaningful to you? 4. Did you find our website
helpful? 5. Did our salesman have the required information? 6. If (when) you had a
problem, were we responsive? 7. Were you able to easily get in touch with
someone who could help you? 8. Was your “customer service” experience
helpful? Or did we try to get you off the phone too quickly? 9. How did you hear
about us? 10. Have we made it easy to provide feedback? 11. When you gave us
feedback, did we respond in a way that appreciated what you had to contribute?
12. Did we tell a good story? 13. Did your customer experience with us push an
emotional button? 14. Did we engage with you? Or did we treat you like a
number? 15. Were we responsive to your inquiry on the social web
(Twitter, Blog, Facebook)? 16. Did you have to wait long on the phone when you
called us? 17. Did you get the data? 18. Was the data in a friendly format? 19.
Could you find what you were looking for? 20. And if no, did we give you an idea
where you could find what you were looking for? 21. When you were in the
store, and you needed help, did someone help you with a smile? 22. When you
needed help in the store, could you easily find someone to help you? Or were our
employees not making eye contact? 23. Did we do what we said we were going to
do? 24. Did we deliver when we said we would? 25. Are we giving you something
to talk about? 26. Were you able to get hold of a technical support person in time?
27. How can we improve on our performance? 28. How can we improve on your
customer experience? 29. If you are unhappy with us, what can we do to get you
to come back? 30. If we apologised for poor service, was it sincere? 31. Um…did
we apologize for poor service? 32. Was it easy for you to tell us you had a poor
experience, so that we could apologise and take the appropriate steps?

44. 4
Watch
the
Competition

45. • Extensive range of innovations
Protection • Award winning accessories
with Style • Market leader in connectivity solutions
• A leading range of protective cases for iPhone
• Everything we do is designed to make people happy
Fashion • More than a case, a statement
• Original designs that fuse form and function
Forward • A fresh approach to the art of cases, inspired by top
designers and the latest fashions
• Leader in essentials for iPod, iPhone and iPad
Leader in • Global provider of accessories for personal computing
Essentials and digital media
• Technology that enhances your life
• Innovator in protective solutions
We’ve got • The highest quality iPhone cases, HTC cases and more
Technology • Built on hard work, perseverance and creativity
• New ideas inspired by our customers
Covered
• Passionate about design
A Better Experience • Built around the Apple community
through Good • Protect the technology that is essential to our lives
Design
• Lasting protection
Protect What • Delightful functionality
Matters • Extensive attention to detail

46. 5
Be
Human

47. B2B
is
NO DIFFERENT
to consumers when it comes to
Customer Experience

48. 6 Brilliant
Basics
Magic
Touches

49. Its about the
small things
more than big ones

50. a
B2B
Brand?

51. 62%
Revenue fromBusiness Passengers

52. Magic touch

54. Everyone can do it!

55. The
Von Restorff Effect
This is about increased
likelihood of remembering
unique or distinctive events.
Different in experience occur
when something is
noticeably different from
past experience.

56. but
most importantly
Customer
Experience is
about…

58. Thank You
richard.perry@founded.com
twitter @richjperry
07710 122650
www.founded.com