Post on 28-Mar-2018
Customer Experience, Web Experience, and Whatever
BC E-Commerce Class
Bruce Temkin Customer Experience Transformist & Managing Partner Temkin Group
March 24, 2012
Copyright © 2011 Temkin Group. All rights reserved.
Who’s Bruce?
• Customer Experience Transformist • Author of popular blog, Customer Experience Matters • Managing Partner of Temkin Group • Chairman and co-founder of the Customer Experience Professionals
Association (CXPA.org) • VP at Forrester Research for 12 years, led B2B, eBusiness, CRM,
financial services, and customer experience groups • Executive officer of two start-ups • Management positions at GE, Stratus Computers, Fidelity Research • BSME Union College and SM MIT Sloan School
Copyright © 2011 Temkin Group. All rights reserved.
A bit about Temkin Group
• Research and consulting company that helps organizations transform their customer experience
• Publish Temkin Ratings at www.temkinratings.com and www.temkinratings.co.uk
• Our clients are some of the largest brands in the world
Copyright © 2011 Temkin Group. All rights reserved.
Copyright © 2011 Temkin Group. All rights reserved.
Customer Experience Is Everyone’s Business
Copyright © 2012 Temkin Group. All rights reserved.
What is customer experience?
Func%onal)Emo%onal)Experience)
Accessible)
The perception that customers have of their interactions with an organization
Copyright © 2012 Temkin Group. All rights reserved.
The core insight…
“Do what you do so well that they will want to
see it again and bring their friends.”
- Walt Disney
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Customer experience correlates to loyalty
Amount above or below industry average for
Temkin Experience Rating
Amount above or below industry average for
Temkin Loyalty Rating
-‐30%
-‐20%
-‐10%
0%
10%
20%
30%
-‐20% -‐15% -‐10% -‐5% 0% 5% 10% 15% 20%
Report: The Customer Experience-Loyalty Connection
Copyright © 2012 Temkin Group. All rights reserved.
Customer experience correlates to loyalty
Customer Experience Leaders
Customer Experience Laggards
Willing to buy more
Unlikely to switch
Likely to recommend
+6.6 -6.1
+7.4 -6.7 +5.5 -5.3
Loyal customers versus industry average
(Difference of percentage points) Report: The Customer Experience-Loyalty Connection
Copyright © 2012 Temkin Group. All rights reserved.
Rank Company Industry 1 Amazon.com Retailer 2 Regions Bank 3 USAA Insurance Carrier 4 Discover Credit Cards 4 USAA Bank 6 Vanguard Investment Firm 7 Southwest Airlines Airline 7 eBay Retailer 9 A credit union Bank
10 Fidelity Investments Investment Firm 10 Kohl's Retailer 10 TD Bank Bank 13 JetBlue Airlines Airline 13 ING Direct Bank 15 Chase Credit Cards
Rank Company Industry 15 ING Direct Investment Firm 17 Wells Fargo Credit Cards 17 Charles Schwab Investment Firm
19 Courtyard By Marriott Hotel Chain
19 Continental Airlines Airline 19 Chase Bank 19 SunTrust Bank Bank 19 Wells Fargo Bank 24 American Express Credit Cards 24 Bank of America Bank 24 PNC Bank 24 US Bancorp Bank 28 Hampton Inn Hotel Chain 28 TD Ameritrade Investment Firm 28 JCPenney Retailer
Top 30 companies in 2011 Temkin Web Experience Ratings
Base: 6,000 U.S. consumers Source: Temkin Group Q1 2011 Consumer Experience Survey
Copyright © 2012 Temkin Group. All rights reserved.
65% 45% 55% 75% 85%
Very Poor Poor Okay Good Very Good
5%
Retailers
Investment Firms
Credit Card Issuers
Banks
Airlines
Insurers
Wireless Carriers
PC Makers
Health Plans
Industry Average Low Score High Score
Hotels
Internet Service Providers
TV Service Providers
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Why is the experience so bad?
The 6 Laws Of Customer Experience:
The Fundamental Truths That Define How
Organizations Treat Customers
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The 6 Laws Of Customer Experience
Law #1: Every interaction creates a personal reaction.
Law #2: People are instinctively self-centered.
Law #3: Customer familiarity breeds alignment.
Law #4: Unengaged employees don't create engaged customers.
Law #5: Employees do what is measured, incented, and celebrated.
Law #6: You can't fake it.
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Law #1: Every interaction creates
a personal reaction
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The Five As of customer responses
Ambivalent
AppreciaEve
Adoring
Agitated
Angry
Loyalty
Abandonment
Which way are your customer interacEons heading?
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“It’s like looking in the mirror. When I looked at our organization based
on our internal data, I saw Brad Pitt…”
- SVP of Sales And Service
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“.. But when I looked at the customer feedback data we looked more like the hunchback of
notre dame.”
- SVP of Sales And Service
Copyright © 2012 Temkin Group. All rights reserved.
Law #2: People are instinctively
self-centered
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Companies are from Venus and customers are from Mars
Companies Customers
• High interest • High knowledge • Mixed understanding of customers
• Politics & egos
• Needs • Desires • Interests • Knowledge
Copyright © 2012 Temkin Group. All rights reserved.
Law #3: Customer familiarity
breeds alignment
Copyright © 2012 Temkin Group. All rights reserved.
4%
11%
20%
34%
63%
3%
7%
13%
21%
51%
Wrote something about it on Twitter
Put a comment or rating about the company on a 3rd
party site
Wrote something about it on Facebook
Sent feedback directly to the company
Told friends about it via email, phone, or in-person
After a VERY GOOD experience
After a VERY BAD experience
Source: Temkin Group Q1 2011 Consumer Experience Survey
Customers are willing to give feedback
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Maturity of voice of the customer programs
Base: 192 companies with $500M+ in revenues Source: Temkin Group Q2 2011 CEM Survey
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My voice of the customer mantra…
Feedback is cheap
Actionable insights may be valuable
Taking action on insights is precious
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Law #4: Unengaged employees don’t create engaged
customers
Copyright © 2012 Temkin Group. All rights reserved.
"If you create an environment where the people truly participate, you don't need control. They know what needs to be done and they do it. And the more that people will devote themselves to your cause
on a voluntary basis, a willing basis, the fewer hierarchies and control mechanisms you need."
-- Herb Kelleher, Founder of Southwest Airlines
Copyright © 2012 Temkin Group. All rights reserved.
Employee engagement virtuous cycle
Copyright © 2012 Temkin Group. All rights reserved.
Customer experience leaders have more engaged employees
Base: 2,435 U.S. employees Source: Temkin Group Q4 2011 Consumer Benchmark Survey
Copyright © 2012 Temkin Group. All rights reserved.
Law #5: Employees do what is measured, incented
and celebrated
“Don’t blame the playa, blame the game”
Copyright © 2012 Temkin Group. All rights reserved.
Law #6: You can’t fake it
Copyright © 2012 Temkin Group. All rights reserved.
“My mom used to say that who you are speaks so loudly that I
can’t hear what you say.” - Mayor Corey Booker
Copyright © 2012 Temkin Group. All rights reserved.
The 6 Laws Of Customer Experience
Law #1: Every interaction creates a personal reaction.
Law #2: People are instinctively self-centered.
Law #3: Customer familiarity breeds alignment.
Law #4: Unengaged employees don't create engaged customers.
Law #5: Employees do what is measured, incented, and celebrated.
Law #6: You can't fake it.
Copyright © 2012 Temkin Group. All rights reserved.
Customer Experience Expert Review…
1. Describe the target user 2. Describe that person’s goal
for the interaction 3. Describe the key brand
attributes of the company 4. Attempt to achieve the goal,
trying to emulate the path of the target user
5. Grade the experience along 12 SLICE-B criteria from the point of view of the target user trying to achieve the specific goal.
Copyright © 2012 Temkin Group. All rights reserved.
Questions?
Bruce Temkin Customer Experience Transformist & Managing Partner
Temkin Group www.temkingroup.com
Chairman, Customer Experience Professionals AssociaEon