ENGAGING CUSTOMERS IN A WORLD OF DYNAMIC CX

Trent RossiniCOO and Founder inQuba

trent@inQuba.com

Howit was..

But the world has changed!

Customer experience today: User driven based on customer needs

Customer experience today:Multi-channelevent driven

WebE-mail

Chat

Social Media

Cell

Branch

Telephone

The Future Promises to be Even more Demanding

Traditional customer journeys

Research Enquiry PayQuote

Orange Garage Journey

Research Book appointment

Arrive & check in

Wait during servicing Check out Follow-up

Customer Journey Mapping

Shortfall 1:

Customer Journey Maps are frozen in time based on idealistic (and wrong) design

Shortfall 2:

Assumes almost all customers and journeys are almost identical

Shortfall 3:

Customer Journey maps don’t deal well with exceptions and drop offs

Shortfall 4:

Customer Journey Maps are passive

Shortfall 5:

Customer journey maps don’t consider messaging to drive outcomes

There has to be a shift in

thinking!

Start with the overall value proposition

CustomerJourney

Brandpromise

Price

Competition

Product

Relationship

Understand Customer GoalsHandled 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

Online

Agent Quote

Agent

E-mail 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

TriggerSocial Media

Contact

Smart Software is

critical!

Map Single view

Transactions

Interactions

SentimentPersonal Details

Channels

Products Used

Understand Journeys from Data

Gain Perceptual Insight

End Point Occurrence Since

Start Point Interval

Goal Sequence

Mandatory Count

Occurance Date

Review Segment Create Survey

n = 1050Experience : PURCHASESub-Experience : QUOTETouchpoint : WEB

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 experienceThere 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.

The future will be very

different!

The NewDemands

Customer centricity by definition can’t assume a standard journey

The Customer is the Focal Point

Rapidly Evolving Service Offerings

Organisations have to be change ready responding to the market based on need

Customers get to Choose

Each customer is different and they select how they want to interact

Dynamic, Customer Specific Journeys

There is no “one size fits all” approach to customer journeys

The NewResponse

One that responds to the new omni channel event driven service world

A more dynamic approach to CX is required

Intelligent Perceptual insight collection is key

In a world of big data, context is known and should be used in insight collection to reduce survey fatigue

Journeys should be discovered based from data

Static journey mapping is rapidly running out of road

Intervene as necessary to keep customers on course

Why be passive when you understand that customer are getting off course – act to drive outcomes?

Source software that supports DynanicCX

The inQubaCX platform is ideally positioned to provide all these features

THANK YOU

trent@inQuba.com