Lynn Hunsaker

www.ClearActionCX.com

Customer Experience OptimizationEnabling Customers to Love You!

Adobe Connect Partner Summit

January 15, 2014

Happy

New Year!

Respect

Reward

Renewal

Are customers

among your

loved ones?

Renewals

Extensions

Referrals

New customers

Testimonials

Likes, Shares, ...

Your Wish List

Look at everything through your loved one’s eyes

Obsess over your loved one’s intended outcomes

Value your loved ones in all you do

Eradicate hassles to enable reciprocated love

What works in personal relationships

is what works in customer relationships

Look at everything through your loved one’s eyes

<iframe width="960" height="720" src="//www.youtube.com/embed/lCmyX6CYhI0#t=0m11s"" frameborder="0" allowfullscreen></iframe> 11 seconds to 111 seconds

59%

Our Service is

Above-AverageYour Service

Left Me

Somewhat

to Extremely

Dissatisfied

75%

Managers rarely see things as customers do

Managers’

ViewCustomers’

ViewManagers’

View

Customers’

View

Accenture: Delivering the Promise StudyCMO Council: Customer Affinity Study

56%

12%

We Think We’re

Customer-Centric!

You Really Are

Customer-Centric!

The manager’s view The customer’s view

Can I find it when I’m ready?Let’s make our quota

How do I learn this quickly?Focus resources on buyers

I’m trying to satisfy my boss &

my customers

Let’s shape their behavior

Reach out per ready triggers

Onboarding is an investment

Help customers’ success

Have insatiable curiosity about customers

Listen to everything customers are saying

Find ways to watch customers in their own environment

Step into the customer’s shoes early and often

Good news is no news,

no news is bad news,

bad news is good news

Loved ones at home

Loved ones in business

When I do look through their eyes: When I do not look through their eyes:

When I do look through their eyes: When I do not look through their eyes:

Obsess over your loved one’s intended outcomes

What are your

customers trying to

get done?

Focus on the right questions

Myth: customers don’t know what they want

Truth: customers do know what they want to get done

• What is my offering used with?

• What is my customer’s ultimate goal?

• What triggered my customer to buy?

Product Service

Business Model

Affinities Convenience

Policies Processes

Culture

Emotional

Functional

IntendedOutcomes

What the Customer is Trying to Get Done

Means-to-an-End

Firm’s Solution

NeedAwareness

NeedExtinctionCircumstance

Your offering is a means to an end

© Copyright 2014 ClearAction LLC. All rights reserved.

Support what customers are trying to get done

Make note of this when they buy & when they renew

Keep this in mind with all your processes & policies

Monitor ad-hoc customer comments within this context

Be creative in adding value to support this

Loved ones at home

Loved ones in business

When I do obsess re: their outcomes: When I do not obsess re: their outcomes:

When I do obsess re: their outcomes: When I do not obsess re: their outcomes:

Value your loved ones in all you do

Keep customer well-being

at the center of daily

decision-making

Center your business on customers

Every employee, partner & supplier impacts customers

Every decision, process & hand-off has a ripple effect

Employee morale is impacted by customer-focus

Prevents waste

Creates natural fans

Grows profit & revenue

Show your customers you value them

Feature them

Grandfather them

Offer exclusivity

Show your personality

Recognize their interests

Ask for feedback

Rise above the fray

Refer complementary products

Say thanks!

Follow-through on your word

Treat them as you did the first time you met

When I do value them in all I do: When I do not value them in all I do:

Loved ones at home

Loved ones in business

When I do value them in all I do: When I do not value them in all I do:

Eradicate hassles to enable reciprocated love

Make it easy to fall in love

with doing business with you

1%

Reduction

of Negative

Word-of-

Mouth

1%

Increase

of Positive

Word-of-Mouth

0.41% Revenue Growth 0.14% Revenue Growth

300% ROI on reducing negative buzz

compared to increasing positive buzz

-London School of Economics Advocacy Drives Growth study

Act on constructive feedback for best ROI

Every customer input is a gift

$146M $18MInnovations based on

customers’ ideas

Innovations based on

internal ideas

= 800%

advantage

MIT Study of revenue from 1193 successful innovations across 9 industries over 5-year period: 40% of innovations were internal-idea-based

For every customer who gives negative feedback,

there are 26 others with the same view

Anticipate & prevent hassles

Look for patterns in customer pain

Solve issues at their root, to prevent recurrence

Use keys #1, 2, and 3 (L-O-V) to anticipate pains & joys

Differentiation that is really

hard to copy

Loved ones at home

Loved ones in business

When I do eradicate hassles: When I do not eradicate hassles:

When I do eradicate hassles: When I do not eradicate hassles:

Look at everything through your loved one’s eyes

Obsess over your loved one’s intended outcomes

Value your loved ones in all you do

Eradicate hassles to enable reciprocated love

What works in personal relationships

is what works in customer relationships

Renewals

Extensions

Referrals

New customers

Testimonials

Likes, Shares, ...

Your Wish List

Respect

Reward

Renewal

Do you like these concepts?

Let us help you master them

to increase your company’s growth!

Contact us today:

OptimizeCX@ClearActionCX.com

tel +1 408 687 9700

ClearAction clients praise our insights on actionability & engagement

“ClearAction taught us things

that wouldn’t readily cross our

minds and has increased our

efficiency & accuracy in many

areas. We highly recommend

ClearAction as a business

consultant.”

“The cross-functional collaboration

necessary to successfully manage

the customer experience requires

big picture, systems thinking.

ClearAction brings very practical,

well-thought out approaches to get

the internal cooperation needed.”

“ClearAction is very dependable

and detail-oriented, and has an

extremely high sense of integrity.

There's no question ClearAction

will do what's needed to ensure

the work is done correctly and the

client's best needs are taken into

account.”

Consulting Roles

We have provided ClearWisdom™ to dozens of companies

Partial List

Customer Experience Optimization Talk Show

Hear interviews with companies such as:Adobe, Aon, CenturyLink, Cisco, Citrix,

Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite,

Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo

http://ClearActionCX.com/cx-podcasts

e-books available at ClearActionCX.com/cx-books

or Amazon Kindle:Metrics You Can Manage For Success

Customer Experience Improvement MomentumInnovating Superior Customer Experience

white paper available at ClearActionCX.com/cx-articles

Employee Engagement in Superior Customer Experience: 4 Overlooked Key

Competencies for Sustainable Results

Resources about customer experience optimization

See more at

http://ClearActionCX.com/best-practices

For More About Customer Experience:

www.ClearActionCX.com/best-practices

OptimizeCX@ClearActionCX.com

tel +1 408 687 9700