4  leading  principles  for  a  successful  customer  experience.  

CEX  Sells  

1  2   3  

4  

Customer  Experience  (CEX)  is  the  new  code  word  for  making  a  difference  for  your  customers.  

Products  and  services  are  becoming  increasingly  similar  and  more  is  needed  to  a9ract  the  customer’s  a9en<on.  What  do  successful  customer-­‐oriented  companies  from  various  countries  and  sectors  have  in  common?  A  Good  Customer  Experience.                                                                        We  can  dis<nguish  4  principles.  

4  principles  for  a  successful  Customer  Experience:  

1   Start  by  sharpening  your  brand.  

2   Select  a  number  of  customer  touchpoints  and  emphasize  these.  

3   Align  all  your  employees  with  the  desired  customer  experience.  

4   Think  about  your  eco-­‐system:  involve  your  partners  in  realizing  the  customer  experience.  

CEX  Sells  –  4  leading  principles  for  a  successful  customer  experience  

Start  by  sharpening  your  brand.  1  

Successful  companies  have  a  very  good  understanding  of  the  values  of  their  brand.  Based  on  these  values,  they  will  implement  an  op<mal  customer  experience.  

CEX  Sells  –  1.  Start  by  sharpening  your  brand    

“ ”

•  Define  the  brand  values  you  wish  to  communicate  as  a  company  to  the  customer.  •  Translate  your  values  into  straighOorward  principles.  •  Convert  these  principles  into  an  experience  for  your  customer.    

CASE  Bright  House  Networks  The  American  cable  and  internet  provider  Bright  House  Networks  stands  for  the  brand  value  "Friendship".  For  them,  friendship  means  openness  and  support.  They  translate  these  principles  into  their  customer  experience  by  not  imposing  binding  contracts,  and  by  being  available  every  day  and  night.  

CEX  Sells  –  1.  Start  by  sharpening  your  brand  

In  a  global  survey  of  28,000  consumers,  63%  said  they  only  buy  products  and  services  that  appeal  to  their  beliefs,  values  and  ideals.  

CEX  Sells  –  1.  Start  by  sharpening  your  brand  

GFK,  April  2015  

63%  

Select  a  number  of  customer  touchpoints  and  emphasize  these.    

2  

The  dis<nc<veness  of  a  company  lies  in  mee<ng  only  those  customer  desires  that  are  a  match  for  the  business.  

CEX  Sells  –  2.  Select  a  number  of  customer  touchpoints  and  emphasize  these  

•  Describe  the  customer  journey  by  mapping  all  customer  touchpoints  of  your  company.  From  the  moment  that  a  poten<al  customer  thinks  of  your  product  or  service  un<l  the  aWer-­‐sales.    

•  Focus  on  customer  touchpoints  that  really  ma9er  and  that  you  can  shape  star<ng  from  your  brand  values.  •  Be  crea<ve  in  redesigning  the  chosen  touchpoints.  Be  inspired  by  technological  innova<ons.  

“ ”

CASE  Emirates  

The  interna<onal  airline  Emirates  wants  to  provide  customers  with  an  excellent  experience  by  providing  the  most  comfortable  flight.  The  brand  pampers  first  class  travellers  -­‐  the  key  target  group  for  Emirates  -­‐  with  the  ability  to  shower  in  the  air.  For  these  travellers  it  is  of  value  to  arrive  refreshed  at  their  des<na<on  so  they  can  go  directly  to  their  appointment.  In  this  way,  Emirates  presents  themselves  as  a  top  lifestyle  brand.  

CEX  Sells  –  2.  Select  a  number  of  customer  touchpoints  and  emphasize  these  

Just  7%  of  consumers  think  brands  posiYvely  or  meaningfully  contribute  to  their  lives.  

CEX  Sells  –  2.  Select  a  number  of  customer  touchpoints  and  emphasize  these  

Havas,  April  2015  

7%  

Align  all  your  employees  with  the  desired  customer  experience  

3  

Your  company  needs  employees  who  fully  live  and  breathe  the  brand  values.  This  not  only  applies  to  employees  with  direct  customer  contact,  but  for  everyone  within  the  company.  

CEX  Sells  –  3.  Align  all  your  employees  with  the  desired  customer  experience  

•  When  hiring  new  employees  you  must  clearly  inform  them  where  your  brand  stands  for  and  what  this  implicates.    

•  Translate  the  desired  employee  behaviour  into  clear  rules  in  the  workplace.  For  example,  think  about  an  Employee  Journey.  

•  Monitor  employees  on  a  regular  basis  and  provide  the  necessary  training  to  carry  out  the  brand  values  �in  a  consistent  manner.  

“ ”

CASE:  Pret  A  Manger  

The  Bri<sh  organic  catering  company  Pret  A  Manger  places  hiring  decisions  of  new  colleagues  in  their  employees’  own  hands.  AWer  a  trial  day,  the  team  determines  whether  the  new  employee  matches  the  company  and  can  stay  or  not.  Teamwork  is  essen<al  for  the  company  and  in  this  way,  the  new  colleague  garners  support  from  exis<ng  employees.  

CEX  Sells  –  3.  Align  all  your  employees  with  the  desired  customer  experience  

Globally  in  2013,  66%  of  consumers  switched  brands  or  business  due  to  poor  customer  service,  a  4%  increase  on  the  previous  year.  Some  82%  of  those  who  switched  said  the  brand  could  have  done  something  to  stop  them.    

CEX  Sells  –  3.  Align  all  your  employees  with  the  desired  customer  experience  

Trendwatching,  September  2014  

82%  

Think  about  your  eco-­‐system:  involve  your  partners  in  realizing  the  customer  experience  

4  

Share  your  vision  with  all  partners  and  think  about  the  customer  journey  together.  This  creates  involvement  and  ensures  all  par<es  remain  aligned.  

CEX  Sells  –  4.  Think  about  your  eco-­‐system:  involve  your  partners  in  realizing  the  customer  experience  

•  Map  your  en<re  customer  experience  eco-­‐system  and  engage  all  par<es  within  this  eco-­‐system.  

•  Shape  the  op<mal  customer  experience  along  with  your  partners.  This  offers  the  customer  a  consistent  story.  

•  Always  create  a  win-­‐win  situa<on  for  both  partners.  This  leads  to  a  las<ng  coopera<on.  

“ ”

CASE  AON  and  Carglass  Insurance  company  AON  works  together  with  Carglass  (specialist  in  car  window  repairs)  in  order  to  resolve  damages  as  seamless  as  possible.  For  example,  AON  defined  together  with  Carglass  five  touchpoints  in  the  customer  journey,  within  car  window  repairs,  in  order  to  draw  more  a9en<on  to  themselves  as  an  insurance  company.  During  one  of  these  customer  touchpoints,  the  Carglass  service  technician  provides,  on  behalf  of  AON,  an  informa<on  booklet  with  informa<on  on  assistance  in  case  of  damage.  All  these  moments  fit  the  image  that  AON  wants  to  project  to  their  customers.  

CEX  Sells  –  4.  Think  about  your  eco-­‐system:  involve  your  partners  in  realizing  the  customer  experience  

Mercedes-­‐Benz  USA  wanted  to  increase  dealer  involvement.  The  company  launched  a  program  where  culture,  customer  service  and  driving  were  key.  Dealership  employee  involvement  increased  by  9.5%.                    The  number  of  employees  that  didn’t  feel  involved  before  the  program,  decreased  by  22%.  

CEX  Sells  –  4.  Think  about  your  eco-­‐system:  involve  your  partners  in  realizing  the  customer  experience  

CEX  Sells,  April  2015  

9,5%  

This  E-­‐paper  is  based  on  the  book  CEX  Sells:  het  inspira1eboek  voor  MerkWaardige  klantbelevingen  by  Beate  van  Dongen  Crombags  and  Deborah  Wietzes.  Beate  and  Deborah  are  part  of  VODW,  the  Dutch  consultancy  partner  of  PetreConsultants.  

CEX  Sells  –  4  leading  principles  for  a  successful  customer  experience  

The  book  describes  36  successful  global  customer  

experience  cases  that  served  as  a  basis  for  the  4  principles  

highlighted  in  this  paper.    

CEX  Sells  Feel  like  exchanging  some  thoughts  on  your  organizaYon?  Friedrich  Pétré  friedrich@petreconsultants.com  Lawrence  Landeloos  Lawrence@petreconsultants.com    02  503  10  81  www.petreconsultants.com            PetreConsultants  houses  a  team  of  management  consultants  who  believe  in  pragma<sm,  niche  methodologies  and  posi<ve  energy  

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