8 Steps to Customer Experience Mastery by 2020

© 2002. All rights reserved. ClientXClient Inc.Get Customer Worthy@ Amazon.com

Why Programmatic Marketing? Bots? Artificial Intelligence? Algorithms? Embedded Analytics?

(c) All rights reserved. Property of Michael R Hoffman & ClientxClient [email protected] 908.542.1134

Otherwise too complex, too expensive, too slow…Automate What Works,

Innovate Everywhere Else


Customer Experience 2020 ----------------


--- Requires a C

ontrol Center


Each Contact has a Cost &Potential or Actual Revenue

Creativity + Multi-Channel Execution


Messages, Optimization, Gets

Complicated Fast

#1 Inve

ntory

every

Interactio

n

#2 Inve

ntory

every

slot in

every

messa

ge

(*program

mable

and non

programmable)


ShopNeed

Awareness Information LogisticsContractNegotiationSelection

Use

SupportCxC stage

Buy

Customer View

receive email offer

search research

standard or deluxe

free for 90 days

terms & conditions

receive product

product question


How Do You Manage Each Interaction? (Who owns the message in each slot?)

#4 Visualize Customer Experience as flow of messages across customer life cycle

#3 Put mes

sages

in custo

mer

lifecyc

le order


Client X Client : Customer Value Optimization • Grow Customer Revenue 60-200%• Reduce Expense Per Customer 20-60%• Accomplish using 85-100% companies current

technology

Performance lift justifies transforming customer experience

*net performance increases can be multiple of this

ClientxClient [email protected] 908.542.1134

#5 Monetize Custo

mer

Experience cu

mulative

lifetim

e value and attributio

n

by channel, m

essage, o

ffer,

slot…

yes, you need a

framework + te

chnology to

make this r

epeatable… one

time m

onetizatio

n is

achievable in 4 week project


Department & Stakeholder Conflict @ Customer Contact


#6 Authorize and hold accountable – create department ownership ownership


ShopNeed

Awareness Information LogisticsContractNegotiationSelection

Use

Support

CxC Matrix Stage

Buy

Customer View

receive email offer

search research

standard or deluxe

free for 90 days

terms & conditions

receive product

product question

Department Marketing ecommerce Marketing WebPPC AgencyProduct MngtPartners

Product Mng EcommerceOperations Distribution

Product MngSalesFinance

SalesLegalFinance

OperationsDistributionShippingPartner

Customer care

System Campaign managementDatabaseemail

Content managementWeb siteManagementSocial Networking

EcommerceERPInventory Management

Content ManagementBusiness Process ManagementRules Engine

Content ManagementEcommerceOrder ManagementInventory Management

Vendor ManagementOrder Managementemail

Customer Relationship ManagementIntelligent RouterResource ManagementVOIP

Objective a. Promote store visitb. Buy immediately

Up sellPromote brand, service

Up sellPromote store visit

Up sellCross sellService agreement

Extend warrantyLoyalty enrollment

EfficiencyCross sellReferral

EfficiencyCross sellReferralLoyalty enrollment

Requirement Offer Mngtemail listContent mngt

Personalized WebIn-store visibilitylocalizatione-cookie

Site searchEmail cookieOffer visibility

Customer ProfileOrder/Offer Management SystemCredit scoreCustomer ID

Dynamic order mngt processTrainingEnrollment Access

Resource VisibilityTrainingIncentive ProgramReferral capture

Intelligent call routingTrainingIncentivesOffer prompts

Value Promotion cost Potential revenue

Search mngt costContent costAffiliate costGain-share revenue

Promo costProjected cross sell revenueAffiliate revenue

15% increase close successAdd on revenueFees

RevenueEntry costsAffiliate fees

Delivery costService feesReferral bonus

CSR CostOffer costIncentive CostProjected Revenue gain


#7

Stra

tegi

ze: P

lot,

pl

an, g

oals

by

cust

omer

seg

men

t,

chan

nel,

offer

© 2002. All rights reserved. ClientXClient Inc.Get Customer Worthy@ Amazon.com (c) All rights reserved. Property of Michael R Hoffman & ClientxClient [email protected] 908.542.1134

Amazon Example: Analytics + Execution + Continuous LearningSe

rvice

, Sof

twar

e, In

tera

ctio

n M

anag

emen

t Lik

e Am

azon


#8 OperationalizeFramework creates shared vision of “customer experience” for all functions and creates digital representation of customer experience for modeling and ai enhancement aligning operations, strategy, execution & strategy

Enterprise Customer Experience Management Framework: CxC Matrix**Step by Step Instructions in Customer Worthy Book

a. Understand, leverage, manage ‘digital,’ mobile, social and next

b. Realize revenue opportunity in each contact

c. Ability to predict/plan/prepare next contact (i.e. programmatic marketing, agent based simulation, monetize IoT)

d. Reduce waste due to misaligned department objectives

e. Customer flow transparencyf. Optimize prospect to revenue

process


Next Generation of Marketing:• Leadership• Methods• Metrics• Technology


Get Customer Worthy@ Amazon.com

Michael R Hoffman

Contact: Michael R. Hoffman, [email protected] call/Text 908.542.1134

Thank You


mailto:[email protected]

8 Steps to Customer Experience Mastery by 2020

Leadership & Management

Transcript of 8 Steps to Customer Experience Mastery by 2020