THE REWARDS OF AHOLISTIC CUSTOMER CENTRICITY.

CUSTOMER EXPERIENCE MANAGEMENT

360°TOUCHPOINTMultichannel and

MarCom Mix Analytics

CUSTOMER EXPERIENCE

MANAGEMENTCustomer Centric Business Strategy

Development

MARKETING & SALES

EFFECTIVENESSM&S Service Level

Agreements Lead Generation

WHAT IS S&S DOING?Service Portfolio

OURBUSINESS

WIKIPEDIACustomer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context..

WHAT ISCUSTOMER

EXPERIENCE MANAGEMENT?

WIKI

The total value proposition provided to a customer, including the actual product, and all pre and post sales interactions with the customer (Strativity Group)

DEFINITIONCUSTOMER

EXPERIENCE MANAGEMENT

CUSTOMER EXPERIENCE

The science and art of managing all interactions with customer across all touch points in order to maximize the value provided to the customer. (Strativity Group)

CUSTOMER EXPERIENCEMANAGEMENT

THE CUSTOMER JOURNEY

OUR FIRM

TOUCHPOINT

EXPERIENCE

TOUCHPOINT

EXPERIENCE

SATISFACTION&

LOYALTY

THE CUSTOMER JOURNEY

TOUCHPOINT

EXPERIENCE

SATISFACTION&

LOYALTY

TOUCHPOINT

EXPERIENCE

TOUCHPOINT

EXPERIENCE

CUSTOMER LIFE CYCLE STAGES

TOUCHPOINTS

AWARENESS KNOWLEDGE CONSIDERATION SELECTION BUYING SATISFACTION RETENTION & LOYALTY

INTERNET

E-MAIL

WEBSITE

ONLINE AD

CALL CENTER

MOBILE

STORE

PARTNER

ADVERTISING

PR

SALES

SOCIAL MEDIA…

WHAT IS CEM ALL ABOUT?

CEM IS ALL ABOUT CREATINGPOSITIVE EXPERIENCES

AT EACH TOUCHPOINT ANDEXCEEDING CUSTOMER´S

EXPECTATIONS.

WHYDO WE NEED CUSTOMER

EXPERIENCE MANAGEMENT?

… isn´t it just a new hype?

DIGITALTRANS-

FORMATION

NEWSELF-

CONFIDENCE

BUYINGPROCESS

THE CUSTOMER GOTTHE POWER NOW!

THE PARADIGMSHIFT

• 84% of all B2B purchases are influenced by the company´s website

• Customers would like to talk with a seller only if they are shortly before the purchase decision.

… of the customers with one single negative experience don't plan to buy this product any more, 47% expect them to get a service within 24 hours. (Study: Kelton research 2012)

MOMENTS OF TRUTH

SIGNIFICANT TOUCHPOINTSIN THE CUSTOMER JOURNEY

57%

4

SURPRISE AND ENTHUSIASM OF CUSTOMERSFrom the “NOW Brand” to the “WOW Brand”

THE TARGETS AND BENEFITS

OF CEM

INCREASE OF TURNOVERRise of the cost-effectiveness, profitability of marketing, sales and service, better products!

WHAT ARE THE PAYBACKS OF CUSTOMER

EXPERIENCE MANAGEMENT?

3

1

2 CUSTOMER RETENTION AND LOYALTYStronger customer retention and loyalty by generating emotions and confidence

CEM IS A DIFFERENTIATING FACTORPositive perception of the brand and distinction of the competition

4

The customer orientation must be established clearly in the company strategy - excellent customer experience is a business goal

5 RULES FORSUCCESSFUL

CEMOnly motivated employees who know the needs of the customersand who are given the necessary scope of action can exceed the expectations of the customers.

MAKE SURE THESE RULES HAVE BEEN

CONSIDERED BEFORE YOU START WITH CEM

3

12

The experiences of the customers are gained and evaluated systematically - customer satisfaction and customer retention are made measurable about customer feedback and KPIs are parts of the target-settings.

Important customer touch points ("Moments of Truth") are known by the company and are managed from the perspective of the customers ("Outside-In " - not "Inside-Out").

5 Customer Experience management isn't a project but a constant process which aims at the constant optimization and reinvention.

CUSTOMERCENTRICBusinessStrategy

STRATEGICELEMENTS … CEM

PROCESS

… to develop Customer Experience

Management

Don’t forget toMEASURE PROGRESS,

REDEFINE and INNOVATEEXPERIENCES

TheCUSTOMER JOURNEY

360°TOUCHPOINT

Analysis

mapping and Innovating the

relevantTOUCHPOINTS

CEM PROFITABILITY

CHANGEMANAGEMENT

CEM STAKEHOLDER

CEM COMPANYCOMMUNICATION

ANALYSIS OF THE CURRENT

SITUATION

DEVELOPINGTHE BRAND

PROMISE ANDTHE DESIREDEXPERIENCE

CEM BUSINESSSTRATEGY

DEVELOPMENTHOW TO

DEVELOP A CUSTOMERCENTRIC STRATEGY

DESIGNING THE CUSTOMER

JOURNEY MAP

CUSTOMER VOICEANALYSIS

LISTING ALLTOUCHPOINTS

PAIDOWNEDEARNED

CUSTOMER SEGMENTATION

BUYER PERSONAS

PURCHASINGPROCESSTHE CUSTOMER

JOURNEY

LEARNING TO THINK IN CUSTOMER JOURNEYS

OPTIMALMARKETING-MIX

ADVANCEDTOUCHPOINT

ANALYSIS (PARTNER: accelerom)

TOUCHPOINT EVALUATION

&RANKING

360°TOUCHPOINT

ANALYSISIDENTIFYING THE RELEVANT

TOUCHPOINTS FOR AN OPTIMALCOMMUNICATION-MIX

MOMENTS OFTRUTH

PAIN POINTS

BEST PRACTICE

INNOVATION

TOUCHPOINT MAPS

SERVICE BLUEPRINTS

CUSTOMER JOURNEY MAPSTOUCHPOINT

MAPS

MAPPING AND INNOVATINGTHE RELEVANTTOUCHPOINTS

MEASURING &REDEFINING CEM

MEASURING PROGRESSREDEFINING &

INNOVATING EXPERIENCES

♥

CEM– GOVERNANCE MODELEstablishing the CEM Council to manage all data (provided by departments, CEM reports and Customer/Employee feedback)

CEM Innovation ProcessTouchpoint Management to establish as a recurring process to generate permanent improvement

♥

♥

♥CUSTOMER / EMPLOYEE FEEDBACK METHODSCollect and manage insight customer / employee feedback systematically by surveys, focus groups, interviews, observations, complaints, correspondence and interactions

KPIs and CEM Measurement ToolsAlignment of economical KPIs with CEM performance indicators (such as loyalty & retention indicators) – aligning Experience Performance Scorecards with Employee Performance Management

Get familiar with CEM and test your individual Customer Journey and TOUCHPOINT MANAGEMENT. Pick out one important TOUCHPOINT and investigate with a group of people how you can identify MOMENTS OF TRUTH, PAIN POINTS, BEST PRACTICES and how your employees create ideas and outstanding customer experiences.

HOW CAN A PRACTICAL CEMAPPROACHLOOK LIKE?THE CEM FIT

START WITH A TEST DRIVE

… develop your individual and customized CEM strategy.

… train your management on CEM and establish the CEM ADVISORY BOARD.

… start with CEM to establish a customer centric organization.

… establish TOUCHPOINT MANAGEMENT and add TOUCHPOINT MAPPING to your management toolboxes.

ONCE YOU ARE INSPIRED BY CEM …

THANKS.FOR YOUR ATTENTION

JOIN US

info@staerkundstaerk.de

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