Dynamic CX

So what’s the CX Problem?

Customer experience

is about…

SUCCESS

EFFORT

EMPATHY

The Customer experience we want :

‘I want to drive my own experience

based on my needs’

The Customer

experience we want:

‘I want it to work

seamlessly across my

channels of choice’

WebE-mail

Chat

Social Media

Cell

Branch

Telephone

The Tools we Use?

Customer Journey Mapping

Research Enquiry PayQuote

Clearly we need to

shift our thinking!

Shortfall 1:

Customer

Journey

Maps are

frozen in

time

Shortfall 2:

Customer

Journey

Maps are

passive

Shortfall 3:

Assumes

most

customers

and journeys

are largely

the same

Shortfall 4:

Customer

Journey

maps don’t

deal well

with

exceptions

Shortfall 5:

Customer

journey maps

don’t consider

messaging to

drive

outcomes

Move from

Journey Mapping

to

Context Mapping

Meet

Dynamic

CX

Start with the

overall value proposition

Customer

Journey

Brand

promisePrice

CompetitionProduct

Relationshi

p

Understand Customer Goals

Handled quickly

Handled with care

Understand real customer journeys

Online Agent

Quote Agent

E-mail Agent

Social Media

Online Agent

Quote Agent

E-mail Agent

Social Media

Understand real customer journeys

Manage journey interventions

Online Agent

Quote Agent

E-mail Agent

Triggered

Survey

Triggered

Survey

Triggered

Engagement

Engage and nudge on the journey

Roadblock

Trigger

E-mail

Trigger Phone

Call

Trigger

Social Media

Contact

Map Single view

Interactions

Social

SentimentPersonal Details

Channels

Products

Used

Ingest Diverse Data

Understand Journeys from Data

Gain Perceptual Insight

End Point Occurrence Since

Start Point Interval

Goal Sequence

Mandatory Count

Occurrence Date

Review Segment

Create Survey

n = 1050

Experience : PURCHASE

Sub-Experience : QUOTE

Touchpoint : WEB

Create Survey

Ove

rall

Qu

es

tio

ns

(lin

ke

d t

o C

EM

mo

de

l)D

ata

Dri

ve

n Q

ue

sti

on

s

Dynamic Survey Generation

Ru

les

de

term

ine

ma

xim

um

nu

mb

er

of

qu

es

tio

ns

SOCIAL MEDIA MANAGEMENT

Predict Outcomes

Goal :

To buy a policy quickly

Segment 2

Segment 1

O1

I1

I2

V1

I3 I5

I4

O1 = Purchase

I1 = Avg Speed of

quote

I2 = Number of Quotes I3 =

Value

perception

I4 = Needs match

I5 =NPS

Segment Definition:

• Journey = D,E,E,D

• 18 to 32 years

• Initial channel = online

• Policy = $80 to $120

• Product = Motor / Home

Manage Exceptions

Cases will alert and be picked up by the

appropriate person/s. Contact will be

made in order to determine the reason for

the drop off and correct the service

experience

There are other potential scenarios too.

The path and associated drop-off could

trigger a follow up survey or engagement

which will then reach the people who had

that specific experience.

Male

(30-40 year old) State 1: Pre

claim

State 2: Post claim

State 3: (Unhappy)

Want to

leave

State 4: Staying with

company

(Happy)

Goal

VoC – Digital

Submit claim – Web

Confirmation – Email

Booking – SMS

Reminder - SMS

DynamicEngagement

Apology – Email (Based

on customer sentiment)

Tailored offer – Email

(Based on price or

customer life stage)

Personalized reminder

– Email

Accept offer - Web

That is what

we call

Dynamic CX

What you

need to do

Be a Customer

Experience

Designer

Start thinking like a

Marketer

CX Managers will

need a Dynamic CX

Tookit

move from Customer

Journey Mapping to

Customer Context

Mapping

The future is here,

Dynamic CX