Date post: | 01-Sep-2015 |
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Customer Experience ROI Myths
Introductory eBook
ClearActionCX.com
myth
new wisdom
customers want straightforward products & services
. . . prevent unnecessary calls to customer care
. . . prevent pre-care surprises, confusion, issues
. . . expect issue originators to prevent recurrence
. . . engage the rest of the company
customer care = customer experience management
2015 ClearAction LLC. All Rights Reserved.
Win-win:
1) reduce costs of broken processes
2) reduce customer care workload
3) save customers time
myth
new wisdom
customers want ease of business
. . . act on what theyve already told you
. . . expect managers to eradicate root causes
. . . enable departments to prevent issues together
. . . ask only what youre prepared to act on
. . . ask re: your contribution to customers goals
surveys = customer experience management
2015 ClearAction LLC. All Rights Reserved.
Win-win:
1) differentiate in ease-of-doing-business
2) reduce costs of broken processes
3) save customers time
1%
Increase
of Positive
Word-of-Mouth
0.14% Revenue Growth
300% ROI on reducing negatives
compared to increasing positives
- London School of Economics Advocacy Drives Growth study
2014 ClearAction LLC. All Rights Reserved.
3X ROI on substance versus sizzle
1%
Reduction
of Negative
Word-of-Mouth
0.41% Revenue Growth
Highest growth from
ease-of-doing-business
Free the boat of anchors
before raising the sails
higher ROI from ease of doing business
2015 ClearAction LLC. All Rights Reserved.
for enduring customer experience ROI
Click to access online articles:
Customer
Experience
ROI Maturity
Roadmap
Exploring
the Elusive
ROI
of CXM
Metrics
for
CXM
http://clearactioncx.com/customer-experience-maturity-roadmap/https://clearactioncx.com/exploring-the-elusive-roi-of-customer-experience-management/https://clearactioncx.com/metrics-for-customer-experience-management/myth
new wisdom
customers want mutual value
. . . add value to compel retention & repurchase
(they paid fair market value already)
. . . make it natural to love your company
(prevent waste of misalignment)
(reduce need for remedial enticements)
engagement = customer experience management
2015 ClearAction LLC. All Rights Reserved.
Win-win:
1) re-channel $ from enticements to value creation
2) differentiate through value-add
3) reduce costs of escalation, enticement,
and mis-aligned experiences
myth
new wisdom
technologies = customer experience management
2015 ClearAction LLC. All Rights Reserved.
customer experience excellence is a way of life
. . . customers source revenue, budgets, salaries
(what is more important to align to?)
. . . shareholders leave when customers leave
(not the other way around)
. . . best-loved firms are aligned to customers
Win-win:
1) virtuous circle of constructive behaviors
2) differentiate in ease-of-doing-business
3) be more compelling to customers & employees
2015 ClearAction LLC. All Rights Reserved.
stumbling blocks of common practices
If your CX approach is to . . . Then customers will . . . And CX ROI will be . . .
Entice customers to recommend you?
Sway customers to renew/rebuy?Feel enthusiastic temporarily Short up-ticks in revenue
Saddle the front-line with CX results?
Throw gaps over the wall to Service?Be impressed with high-touch A hamster-wheel of costs
Manage CX as program silos?
Vary across products?
See inconsistency that inhibits
trustElusive and sporadic
2015 ClearAction LLC. All Rights Reserved.
for enduring customer experience ROI
B2B
Customer
Experience:
Do This,
Not That
Voice
of the
Customer:
Do This,
Not That
Customer
Journey
Mapping:
Do This,
Not That
Click to access online articles:
http://customerthink.com/b2b-customer-experience-do-this-not-that/https://clearactioncx.com/voice-of-the-customer-do-this-not-that/https://clearactioncx.com/journey-mapping-focus-on-the-customers-experience/myth
new wisdom
touchpoints = customer experience management
2015 ClearAction LLC. All Rights Reserved.
customer experience starts before contact with you
. . . see customers view across their life cycle
. . . understand their behind-the-scenes steps
. . . help every functional area anticipate their
ripple effect on customer experience
Win-win:
1) differentiate in value to your customers world
2) get ahead of your competition
3) anticipate, to be nimble in your market
myth
new wisdom
front-line staff = customer experience management
2015 ClearAction LLC. All Rights Reserved.
customer experience is affected by every employee
. . . attitudes, hand-offs, processes, & policies
have a ripple effect on customers
. . . weave CX context into everyones daily work
(employees want their firm to be loved)
Win-win:
1) expand value through aligned efforts
2) differentiate in ease-of-doing-business
3) be more compelling to customers & employees
2015 ClearAction LLC. All Rights Reserved.
for enduring customer experience ROI
Customer
Experience
Strategy:
Do This,
Not That
Customer-
Centric
Culture:
Do This,
Not That
Customer
Experience
Governance:
Do This,
Not That
Click to access online articles:
https://clearactioncx.com/customer-experience-strategy-do-this-not-that/https://clearactioncx.com/customer-centered-culture-do-this-not-that/https://clearactioncx.com/customer-experience-governance-do-this-not-that/Keep in touch:
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization
ClearActionCX.com
Lets talk:tel +1 408 687 9700
http://twitter.com/clearactionhttp://linkedin.com/company/clearaction-llchttp://plus.google.com/+clearactioncxohttp://facebook.com/customerexperienceoptimizationmailto:[email protected]