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Inside the Customer Experience
Presented to: ASQ Spring SeminarMarch 31, 2011
By Susan Abbott
Where we are going
Ways to understand the experienceModel of customer experienceRate your value chainA fast tour of behavioral scienceOnboarding, service recovery and response timeThe (most) fun part
Ways to understand the customer experience
Get the numbers
Observe it
Experience it yourself
Ask people
The successful strategists of the future will have a holistic empathetic understanding of customers and be able to convert somewhat murky insights into a
creative business model that they can prototype and revise in real time.
To do all that, they’ll have to be good communicators, comfortable with ambiguity and
ready to abandon the quest for certain, single-point answers.
Roger Martin, Dean, Rotman SchoolHBR March 2011
Highly customized hard to standardize Almost always involves personal contact Usually multiple individuals involved on both sides Both sides have risks The transaction is usually not the end goal
B2B is different than B2C
But we are still dealing with human beings
Filled with emotions
And wired for survival
Four biggest mistakes:
Assuming that functional considerations matter most
Assuming decisions are primarily rational Mistaking positive interpersonal for
added-value relationship Thinking that the customer thinks the way
you think
We are mostly loss-averse
The Peak-End Rule
Why “delighting the customer” is so difficult
Fast response to online queries = results
Less than one hour is 60 times as effective as 24 hours or more
Effective onboarding improves retention and revenue
60% of cross-sales happen within the first month.
In the self-serve era, we solve the majority of our problems ourselves
The Before + After Tool
Our Experience Today Our Experience in the Future
Susan AbbottAbbott Research + Consultingsusan@abbottresearch.comwww.abbottresearch.comwww.customercrossroads.comTwitter @susanabbott