How is it possible? A Masterclass Customer Experience in 30 minutes. I did it during the Insurtech Amsterdam Meetup. Do you want to have the same masterclass or a 2- or 3 hour masterclass? Contact me: pascal.spelier(monkeything)finno.nl
4. It’s the result of all interactions
between a customer and the
organization. It’s the journey made by
the customer in order to reach a
certain goal.
It is a blend of an organizations
physical performance, the senses
stimulated and emotions evoked,
each intuitively measured against
customer expectations across
all contact moments.
What’s Customer Experience?
5. Awareness Orientation Sales Receive Use Service RetentionAdvoice
Customer Experience, the result of all
emotions during the journey
22. 22
Below
competition 3 3
5
4
3Aheadofcompetition
DOMINATE
A company dominates when the
customer not only prefers it to
the competition, but will actively
seek it out
PARITY
A company is at parity when its
offering is at the industry par
and customers are willing to use
them for routine purchases
Anything less than a 3 on any
attribute will cause brand
damage
DIFFERENTIATE
A company differentiates when
the customer prefers its brand
over another
Access EmotionProduct ServicePrice
Illustrative only
Customer Relevancy Model
Customer
Relevancy
23. 23
Below
competition
Aheadofcompetition
DOMINATE
A company dominates when the
customer not only prefers it to
the competition, but will actively
seek it out
PARITY
A company is at parity when its
offering is at the industry par
and customers are willing to use
them for routine purchases
Anything less than a 3 on any
attribute will cause brand
damage
DIFFERENTIATE
A company differentiates when
the customer prefers its brand
over another
Access EmotionProduct ServicePrice N = 101
Customer Relevancy Model
28. 28
”Nearly 100% of
innovation is inspired not
by markt analysis, but by
people who are supremely
pissed off by the way
things are”
Tom Peters – bestsellerauteur van
managementboeken
43. 43
”You can’t just ask
customer what they
want and try to give that
to them. By the time you
get it built, they’ll want
something new”
Steve Jobs – april 1989
44. 44
”If I had asked people what
they wanted, the would
have said faster horses"
Henry Ford
45. 45
Customer
Journey
Awareness Orientate Buy Receive Use Service
Each Customer Journey has a customer side
and an organization side
Processes
Midoffice
Customer
Relationship
Management
Customer
Financial
Management
Document
Management
Communication
Management
Business
Process
Management
Security
Advise
46. 46
How to become
really digital?
FRONTEND
hello customer
ISN’T THIS
ENOUGH?
self
directed
CAN I DO MY
BANKING MYSELF?
the customer is
becoming part of
the processes!
only decoration?
50. 50
”There is an experiencing
self and the remembering
self (…) We don’t choose
between experiences.
We choose between
memories of experiences”
Daniel Kahneman – grondlegger
behavorial economics en
Nobelprijswinnaar
60. 60
Monitoring on touch point
level
§ C-sat
§ NPS
§ Customer
Experience Index
§ Customer Effort
Score
61. 61
“How likely is it that you
would recommend [your
company] to a friend or
colleague?”
“How much effort did
you personally have to
put forth to handle
your request?“
Loyality
predictor