Customer Experience as a holistic enterprise is not easy to measure. Don’t make the mistake of thinking your digital metrics are telling the whole story.
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360 Degree Customer Experience: A Practical Approach to Holistic CX
1. 360o Customer Experience: A Practical Approach to Holistic CX Data University 2/13/15
2. ©2015 suitecx – Confidential Customer Experience: All the cool kids say they are doing it 2
3. ©2015 suitecx – Confidential But what is “it”? 3
4. ©2015 suitecx – Confidential Is it Voice of the Customer? 4
5. ©2015 suitecx – Confidential Is it Voice of the Customer? 5 Surveys and feedback can capture quantitative and qualitative information around the company, its products and its services. Programmatic approach can be used over time for statistically valid research. Can be executed cost effectively. Has some emotional and rational elements ü If used in conjunction with Voice of the Employee it can provide a point/ counterpoint view. Doesn’t capture a full sample of your universe – only certain segments actually respond to questionnaires so you may be missing some voices. Doesn’t capture what's happening along the lifecycle – people tend to remember their last touch. Can’t be totally transparent -‐ questions can be carefully crafted to elicit responses. Doesn’t totally tell the whole truth – what people say and what they DO is often different ü Doesn’t capture emotional nuances
6. ©2015 suitecx – Confidential Is it a clickstream? 6 Overall navigation patterns in travel remain complex, right up until the moment of purchase.
7. ©2015 suitecx – Confidential Is it a clickstream? 7 Shows actual clicks and behaviors as someone passes through the digital environment. Tracks time and depth (# pages viewed). Can be correlated with other channels such as email. Can capture promo codes or other attribution elements. If you are ID’d you can dynamically test and manage 1:1 actions. Doesn’t show intent/measure emotions. Doesn’t capture the entire process. Can’t understand the ‘human element’ – why did they do what they did. Can’t track offline actions or influences. Can’t see before and after actions. Can’t track across multiple browsers and browser tabs. Can’t see any activity on other devices.
8. ©2015 suitecx – Confidential Is it NPS? 8
9. ©2015 suitecx – Confidential Is it NPS? 9 Provides a moment in time quantitative view of the relationship. Gives ability to track over time for trends. Allows a company to marshal resources to act upon improvement of the customer experience. Is benchmarked in many industries and company segments, sizes. Simple and easy – one question -‐ no fieldwork/ Theoretically has emotional and rational respones. Lacks ability to identify and act upon the overarching drivers of customers’ responses – they are in the moment. Doesn’t tell you if they really DID refer – you can get off the hook pretty easily. It’s asked after a whole process is done – few actually track at a granular level. Starting to cause some ‘NPS fatigue’ for both customers and employees. Doesn’t necessarily work across all cultures. Link between company growth and NPS is being contested
10. ©2015 suitecx – Confidential Is it Social Media? 10
11. ©2015 suitecx – Confidential Is it Social Media? 11 With such a large amount of information posted on social media sites it is highly likely that someone will be talking about your brand somewhere. Social media offers a large accessible sample size. Social media presents fresh and organic feedback, great for early exploration into a subject. Customers talk freely about their interests without the constraints of specifically answering an interviewer’s question. A researcher can filter for information they are specifically interested in. Can be more time-‐effective than traditional observational research, where a researcher would have to wait for the specific information to emerge. The feedback provided may not be very well considered because of the environment it is delivered in. It’s anonymous so it could encourage extremes of opinion . You can’t tell who you are listening to easily – not easy to tie back to your segments, making it less actionable. Can’t follow up to ask further questions or to probe deeper if your weren’t in the conversation to begin with ü Concerns about privacy
12. ©2015 suitecx – Confidential Is it Big Data? 12
13. ©2015 suitecx – Confidential Is it Big Data? 13 Powerful – can look at wide range of information. If you have the data and ask the right questions you will know with reasonable certainty, the answers. With the right tools, a vast amount of data can be processed in a small amount of time to provide insights. Can be used to predict outcomes. It takes good data and skill sets to mine it to accurately answer your questions. You need data from every part of the lifecycle – sometimes that’s hard to get in face to face or call center transactions. Not a good emotional barometer. Can’t follow up to ask further questions or to probe deeper
14. ©2015 suitecx – Confidential What is the missing factor in each of these “its”? 14
15. ©2015 suitecx – Confidential The objective – a 360o Customer Experience 15
16. ©2015 suitecx – Confidential 360o Experience Mapping pulls it all together 16
17i. ©2015 suitecx – Confidential All of the “its” are inputs to the 360o puzzle 17
18. ©2015 suitecx – Confidential 360o Experience Mapping Examples 18
19. ©2015 suitecx – Confidential 360o Experience Mapping Examples 19
20. ©2015 suitecx – Confidential 360o Experience Mapping Examples 20
21. ©2015 suitecx – Confidential It takes a combination of tools and teams in an iterative process Technology allows you to better express your findings It shortens the time to present different views and opinions It doesn’t imbue any knowledge or experience – that comes from you It helps share, collaborate and present your insights and best practices up and down the corporate ladder Provides business acumen Provides innovation Helps envision of what companies need/want to achieve Pulls in best practices and achievable improvement Knows the right questions to the right people to uncover opportunities The Tools The Team
22. ©2015 suitecx – Confidential Start by creating a wide and broad lifecycle framework • Outside in from the customers view is a great way to start your improvement initiatives • Use lifecycle as your ‘top line’ for all of your data to provide a context for every element you pull in • Identify your interactions at a granular level • Start collecting all of your disparate data/emotions/actors/pain points, moments of truth and metrics at the interaction points • Look at them from a holistic view for general insights • Use all of the techniques and technologies discussed against this framework to get the most out of all of them 22
23. ©2015 suitecx – Confidential Use your big data (or your regular data) • Compile your data to reflect the customer lifecycle and journey • Pull data together from all technologies and platforms • Map to the lifecycle then: • Create scenarios by buyer segments • Look at path to purchase (best/worst) • Look at path to repurchase (best worst) • Is there an obvious loyalty path? • Look at other elements based on your Industry/Vertical • Don’t forget to add in partners or multi-‐level B2B supply chains 23
24. ©2015 suitecx – Confidential Pull in your emotional and survey data for insights and punctuation • Surveys • Ethnographic research • Social Media • third party VOC Voice of the Customer • Surveys • Performance Metrics • Operations Research and Methods Voice of the Employee • KPI’s that are customer focused at the most granular level • Interaction point data NPS/CSAT 24
25. ©2015 suitecx – Confidential Use digital where it is available to augment interaction info • Clickstreams • Rating and Rankings • Social data • Path to Purchase • Conversion clickstreams • third party data from your vendors • Web, email and SEM streams 25
26. ©2015 suitecx – Confidential Drill down on your journeys/experience maps to solve problems – address hypotheses • Outside in from the customers view is a great way to start the process • Identify the touches at a granular level • Combine the disparate data/emotions/actors and metrics at the touches • Look at them from a holistic view for general insights • Find moments of truth, pain points • Overlay Processes to find gaps or ‘pile ons’ 26
27. ©2015 suitecx – Confidential Where are you finding gaps and opportunities in gettjng a 360o view? 2ti
28. ©2015 suitecx – Confidential Redesign based on both Outside in and Inside Out 28 People • Train them to do their jobs based on customer-‐centric principles • Be sure you have the right people for the right jobs – use a scientific approach to hiring • Reward them for the right behavior and mindset • Increase coaching – don’t forget they need to continuously improve Process • Simplify processes and focus on moments of truth • Turn around pain points • Find and fix programs are very successful • Make sure technology supports the right process vs. the other way around Information • Present the right information at the right time to leverage every interaction with prospects/customers • Use drip-‐irrigation to keep collecting new and fresh information • Provide the right information/data to employees at touchpoints • Provide tips, techniques offers through data analysis and smart analytics • Single source of truth for all customer data
29. ©2015 suitecx – Confidential Redesign based on both Outside in and Inside Out 29 Technology • Remember that technology should support People and Process – not the other way around • Integrate as deeply as possible from Demand Generation through Rewards/Loyalty solutions • User Adoption is critical – see change management! Metrics and Measures • Set performance indicators that are achievable by each employee team • Reward on those – people do what they are paid for! • Make them roll up/down so the chain of control and achievement are clear top to bottom • Everyone should be measured – and it should be transparent Culture/Change Management • Set up your change management and communications team early – integrate into continuous improvement processes • Culture comes from the top – make sure you have buy in or success will be hard to achieve • Communicate – Communicate – Communicate
30. ©2015 suitecx – Confidential Consumer Mapping Experience Mapping isn’t a stand-‐alone exercise ti0 Mapping only outbound touches Does not address the whole customer experience. Omits initiation points as Well as feedback loop. Solution: Map ALL interactions to get a full picture No clear view of outcomes Interesting collection of facts that are not actionable. No understanding of how they connect. Solution: Focus on actionable insights and the initial objectives . Organizational Alignment Need the full cooperation and access to the staff across the organization to be sure the right information is collected and shared. Solution: Be as deep and wide as possible Process Only Mapping Provides lots of data but no real insight into the emotions of the employees or customers limiting actionable insights. Solution: Be sure to add emotional inputs, ethnographic research and VOC /VOE.
31. Vision Services Plan JumpstartMD Xanterra National Membership Organization Case Studies
32. ©2015 suitecx – Confidential Client: VSP Customer: Eye Care Professionals • Challenge • Desire to expand Eye Care division sales/marketing automation but didn’t understand buyer’s journey • Inconsistent and timing issues of messaging relative to offers • Developing programs difficult due to a complex set of influencers and buyers • Approach • Interviews of all Institution/Employee/Customers created a complex, multi-‐faceted buyer journey map • Highlighted pain points, moments of truth and key interaction points for use in creating Salesforce.com processes • Identified opportunities to improve relationships with Eye Care Professionals • Results • Developed strategies aligned with the level of complexity of the different constituents • Understanding of relationships across LOB’s and customers • Salesforce tool mapped to different use cases based on insights • Communications mapped to influencers and buyers appropriately ti2
33. ©2015 suitecx – Confidential • Challenge • Focus on acquisition leL Patients feeling neglected • Needed a customer-‐centric data and marketing automation solution to better track and retain current Patients, deliver triggered campaigns and monitor likelihood to churn • Needed to drive automation and consistency across multiple storefronts, online and across communications channels • Approach • Conducted company-‐wide diagnostic with Patient, Employee and Institutional inputs • Created Experience Map to fully understand patient journey • Developed initiatives to close gaps (OPIT) • Developed requirements, RFP’s and managed bid processes for marketing automation solution • Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts • Results • Immediate improvement of revenue due to decreased drop off • Improved experience comments/survey results • Drove business case for marketing automation tools Client: JumpstartMD Customer: Medical Weight Loss Patients 33
34. ©2015 suitecx – Confidential • Challenge • Hospitality conglomerate had multiple properties with different experiences • In order to drive revenue using new segmentation and marketing platform needed to understand guest journey • Marketing was challenged with pulling emotional and rational information together • Approach • Developed journey maps for top brands and properties • Identified strengths and weaknesses for each property across customer lifecycles • Created a lifecycle contact strategy • Results • Using as a basis for 2015 go to market strategy • Creating lifecycle marketing using new CRM database and toolkit Client: Xanterra Customer: Travelers 34
35. ©2015 suitecx – Confidential • Challenge • Client experiencing downturn in renewals for membership • Strategy team concerned about ability to aNract and retain new members who increasingly eschew ‘joining’ organizations • Realized that ‘engagement’ may not mean touches – needed to see what that meant • Approach • Mapped touches as is by multiple views as compared to DMA standards • Created customer journeys for top customer ‘jobs’ and interests to ID reason for joining, renewing, MOT’s and Pain Points • Developed different scenarios for customer personas and touch options to beNer optimize experience and resulting renewal • Results • 2015 planning will include new programs and processes • Additional mapping projects underway to fine tune experience for • Different personas and interest groups Client: National Membership Organization Customer: Members and Prospects 35
36. Q&A Thank you! suitecx.com @custoholic
1. 360o Customer Experience: A Practical Approach to Holistic CX Data University 2/13/15
2. ©2015 suitecx – Confidential Customer Experience: All the cool kids say they are doing it 2
3. ©2015 suitecx – Confidential But what is “it”? 3
4. ©2015 suitecx – Confidential Is it Voice of the Customer? 4
5. ©2015 suitecx – Confidential Is it Voice of the Customer? 5 Surveys and feedback can capture quantitative and qualitative information around the company, its products and its services. Programmatic approach can be used over time for statistically valid research. Can be executed cost effectively. Has some emotional and rational elements ü If used in conjunction with Voice of the Employee it can provide a point/ counterpoint view. Doesn’t capture a full sample of your universe – only certain segments actually respond to questionnaires so you may be missing some voices. Doesn’t capture what's happening along the lifecycle – people tend to remember their last touch. Can’t be totally transparent -‐ questions can be carefully crafted to elicit responses. Doesn’t totally tell the whole truth – what people say and what they DO is often different ü Doesn’t capture emotional nuances
6. ©2015 suitecx – Confidential Is it a clickstream? 6 Overall navigation patterns in travel remain complex, right up until the moment of purchase.
7. ©2015 suitecx – Confidential Is it a clickstream? 7 Shows actual clicks and behaviors as someone passes through the digital environment. Tracks time and depth (# pages viewed). Can be correlated with other channels such as email. Can capture promo codes or other attribution elements. If you are ID’d you can dynamically test and manage 1:1 actions. Doesn’t show intent/measure emotions. Doesn’t capture the entire process. Can’t understand the ‘human element’ – why did they do what they did. Can’t track offline actions or influences. Can’t see before and after actions. Can’t track across multiple browsers and browser tabs. Can’t see any activity on other devices.
8. ©2015 suitecx – Confidential Is it NPS? 8
9. ©2015 suitecx – Confidential Is it NPS? 9 Provides a moment in time quantitative view of the relationship. Gives ability to track over time for trends. Allows a company to marshal resources to act upon improvement of the customer experience. Is benchmarked in many industries and company segments, sizes. Simple and easy – one question -‐ no fieldwork/ Theoretically has emotional and rational respones. Lacks ability to identify and act upon the overarching drivers of customers’ responses – they are in the moment. Doesn’t tell you if they really DID refer – you can get off the hook pretty easily. It’s asked after a whole process is done – few actually track at a granular level. Starting to cause some ‘NPS fatigue’ for both customers and employees. Doesn’t necessarily work across all cultures. Link between company growth and NPS is being contested
10. ©2015 suitecx – Confidential Is it Social Media? 10
11. ©2015 suitecx – Confidential Is it Social Media? 11 With such a large amount of information posted on social media sites it is highly likely that someone will be talking about your brand somewhere. Social media offers a large accessible sample size. Social media presents fresh and organic feedback, great for early exploration into a subject. Customers talk freely about their interests without the constraints of specifically answering an interviewer’s question. A researcher can filter for information they are specifically interested in. Can be more time-‐effective than traditional observational research, where a researcher would have to wait for the specific information to emerge. The feedback provided may not be very well considered because of the environment it is delivered in. It’s anonymous so it could encourage extremes of opinion . You can’t tell who you are listening to easily – not easy to tie back to your segments, making it less actionable. Can’t follow up to ask further questions or to probe deeper if your weren’t in the conversation to begin with ü Concerns about privacy
12. ©2015 suitecx – Confidential Is it Big Data? 12
13. ©2015 suitecx – Confidential Is it Big Data? 13 Powerful – can look at wide range of information. If you have the data and ask the right questions you will know with reasonable certainty, the answers. With the right tools, a vast amount of data can be processed in a small amount of time to provide insights. Can be used to predict outcomes. It takes good data and skill sets to mine it to accurately answer your questions. You need data from every part of the lifecycle – sometimes that’s hard to get in face to face or call center transactions. Not a good emotional barometer. Can’t follow up to ask further questions or to probe deeper
14. ©2015 suitecx – Confidential What is the missing factor in each of these “its”? 14
15. ©2015 suitecx – Confidential The objective – a 360o Customer Experience 15
16. ©2015 suitecx – Confidential 360o Experience Mapping pulls it all together 16
17i. ©2015 suitecx – Confidential All of the “its” are inputs to the 360o puzzle 17
18. ©2015 suitecx – Confidential 360o Experience Mapping Examples 18
19. ©2015 suitecx – Confidential 360o Experience Mapping Examples 19
20. ©2015 suitecx – Confidential 360o Experience Mapping Examples 20
21. ©2015 suitecx – Confidential It takes a combination of tools and teams in an iterative process Technology allows you to better express your findings It shortens the time to present different views and opinions It doesn’t imbue any knowledge or experience – that comes from you It helps share, collaborate and present your insights and best practices up and down the corporate ladder Provides business acumen Provides innovation Helps envision of what companies need/want to achieve Pulls in best practices and achievable improvement Knows the right questions to the right people to uncover opportunities The Tools The Team
22. ©2015 suitecx – Confidential Start by creating a wide and broad lifecycle framework • Outside in from the customers view is a great way to start your improvement initiatives • Use lifecycle as your ‘top line’ for all of your data to provide a context for every element you pull in • Identify your interactions at a granular level • Start collecting all of your disparate data/emotions/actors/pain points, moments of truth and metrics at the interaction points • Look at them from a holistic view for general insights • Use all of the techniques and technologies discussed against this framework to get the most out of all of them 22
23. ©2015 suitecx – Confidential Use your big data (or your regular data) • Compile your data to reflect the customer lifecycle and journey • Pull data together from all technologies and platforms • Map to the lifecycle then: • Create scenarios by buyer segments • Look at path to purchase (best/worst) • Look at path to repurchase (best worst) • Is there an obvious loyalty path? • Look at other elements based on your Industry/Vertical • Don’t forget to add in partners or multi-‐level B2B supply chains 23
24. ©2015 suitecx – Confidential Pull in your emotional and survey data for insights and punctuation • Surveys • Ethnographic research • Social Media • third party VOC Voice of the Customer • Surveys • Performance Metrics • Operations Research and Methods Voice of the Employee • KPI’s that are customer focused at the most granular level • Interaction point data NPS/CSAT 24
25. ©2015 suitecx – Confidential Use digital where it is available to augment interaction info • Clickstreams • Rating and Rankings • Social data • Path to Purchase • Conversion clickstreams • third party data from your vendors • Web, email and SEM streams 25
26. ©2015 suitecx – Confidential Drill down on your journeys/experience maps to solve problems – address hypotheses • Outside in from the customers view is a great way to start the process • Identify the touches at a granular level • Combine the disparate data/emotions/actors and metrics at the touches • Look at them from a holistic view for general insights • Find moments of truth, pain points • Overlay Processes to find gaps or ‘pile ons’ 26
27. ©2015 suitecx – Confidential Where are you finding gaps and opportunities in gettjng a 360o view? 2ti
28. ©2015 suitecx – Confidential Redesign based on both Outside in and Inside Out 28 People • Train them to do their jobs based on customer-‐centric principles • Be sure you have the right people for the right jobs – use a scientific approach to hiring • Reward them for the right behavior and mindset • Increase coaching – don’t forget they need to continuously improve Process • Simplify processes and focus on moments of truth • Turn around pain points • Find and fix programs are very successful • Make sure technology supports the right process vs. the other way around Information • Present the right information at the right time to leverage every interaction with prospects/customers • Use drip-‐irrigation to keep collecting new and fresh information • Provide the right information/data to employees at touchpoints • Provide tips, techniques offers through data analysis and smart analytics • Single source of truth for all customer data
29. ©2015 suitecx – Confidential Redesign based on both Outside in and Inside Out 29 Technology • Remember that technology should support People and Process – not the other way around • Integrate as deeply as possible from Demand Generation through Rewards/Loyalty solutions • User Adoption is critical – see change management! Metrics and Measures • Set performance indicators that are achievable by each employee team • Reward on those – people do what they are paid for! • Make them roll up/down so the chain of control and achievement are clear top to bottom • Everyone should be measured – and it should be transparent Culture/Change Management • Set up your change management and communications team early – integrate into continuous improvement processes • Culture comes from the top – make sure you have buy in or success will be hard to achieve • Communicate – Communicate – Communicate
30. ©2015 suitecx – Confidential Consumer Mapping Experience Mapping isn’t a stand-‐alone exercise ti0 Mapping only outbound touches Does not address the whole customer experience. Omits initiation points as Well as feedback loop. Solution: Map ALL interactions to get a full picture No clear view of outcomes Interesting collection of facts that are not actionable. No understanding of how they connect. Solution: Focus on actionable insights and the initial objectives . Organizational Alignment Need the full cooperation and access to the staff across the organization to be sure the right information is collected and shared. Solution: Be as deep and wide as possible Process Only Mapping Provides lots of data but no real insight into the emotions of the employees or customers limiting actionable insights. Solution: Be sure to add emotional inputs, ethnographic research and VOC /VOE.
31. Vision Services Plan JumpstartMD Xanterra National Membership Organization Case Studies
32. ©2015 suitecx – Confidential Client: VSP Customer: Eye Care Professionals • Challenge • Desire to expand Eye Care division sales/marketing automation but didn’t understand buyer’s journey • Inconsistent and timing issues of messaging relative to offers • Developing programs difficult due to a complex set of influencers and buyers • Approach • Interviews of all Institution/Employee/Customers created a complex, multi-‐faceted buyer journey map • Highlighted pain points, moments of truth and key interaction points for use in creating Salesforce.com processes • Identified opportunities to improve relationships with Eye Care Professionals • Results • Developed strategies aligned with the level of complexity of the different constituents • Understanding of relationships across LOB’s and customers • Salesforce tool mapped to different use cases based on insights • Communications mapped to influencers and buyers appropriately ti2
33. ©2015 suitecx – Confidential • Challenge • Focus on acquisition leL Patients feeling neglected • Needed a customer-‐centric data and marketing automation solution to better track and retain current Patients, deliver triggered campaigns and monitor likelihood to churn • Needed to drive automation and consistency across multiple storefronts, online and across communications channels • Approach • Conducted company-‐wide diagnostic with Patient, Employee and Institutional inputs • Created Experience Map to fully understand patient journey • Developed initiatives to close gaps (OPIT) • Developed requirements, RFP’s and managed bid processes for marketing automation solution • Developed Sales and Marketing Training for Segmentation and 1:1 Marketing concepts • Results • Immediate improvement of revenue due to decreased drop off • Improved experience comments/survey results • Drove business case for marketing automation tools Client: JumpstartMD Customer: Medical Weight Loss Patients 33
34. ©2015 suitecx – Confidential • Challenge • Hospitality conglomerate had multiple properties with different experiences • In order to drive revenue using new segmentation and marketing platform needed to understand guest journey • Marketing was challenged with pulling emotional and rational information together • Approach • Developed journey maps for top brands and properties • Identified strengths and weaknesses for each property across customer lifecycles • Created a lifecycle contact strategy • Results • Using as a basis for 2015 go to market strategy • Creating lifecycle marketing using new CRM database and toolkit Client: Xanterra Customer: Travelers 34
35. ©2015 suitecx – Confidential • Challenge • Client experiencing downturn in renewals for membership • Strategy team concerned about ability to aNract and retain new members who increasingly eschew ‘joining’ organizations • Realized that ‘engagement’ may not mean touches – needed to see what that meant • Approach • Mapped touches as is by multiple views as compared to DMA standards • Created customer journeys for top customer ‘jobs’ and interests to ID reason for joining, renewing, MOT’s and Pain Points • Developed different scenarios for customer personas and touch options to beNer optimize experience and resulting renewal • Results • 2015 planning will include new programs and processes • Additional mapping projects underway to fine tune experience for • Different personas and interest groups Client: National Membership Organization Customer: Members and Prospects 35
36. Q&A Thank you! suitecx.com @custoholic