Measuring & Managing Your

Customer Experience

Think As Consumer

CXMMHelping You Achieve Excellence in Customer Service

CXMM

Most businesses spend big money on Marketing & Brand Promotions

but spend little time and effort to ensure better experiences to their

customers.

The customer experience is really your brand, since that is what

customers remember and communicate to others, rather than your

marketing.

The Customer Experience is the NEXT

Competitive Battleground.

CXMMHow Can We Help?….

We are an international customer experience consultancy

focused on ‘full-service’ customer experience management

(CXM).

Our work spans customer experience strategy, journey mapping,

voice of the customer, customer experience analytics, experience

management technology and training.

Our singular focus on customer experience management draws

on strong beliefs about what good work requires.

Specialists in Customer Experience Measurement, Voice

of the Customer, NPS, and Journey Mapping

CXMMWhat is Customer Experience?...

The experience and perception that customers have of

their interaction with an organizations

Degree to which

customers can

accomplish their

goals

How the interaction

makes customer feel

The difficulty or ease

in accomplishing their

goals

Emotion

EffortSuccess

Customer

Experience

Management

CXMMAt What Level of CX Maturity is Your

Organization?....

Most companies are unaware or lack formalized

practices for Customer Experience Management

CXMMOur Approach to Service Excellence through

Customer Experience Management…

4.

Sustain

1. Measure

2. Engage

3.

Mobilise

• Gather data on customer experience

• Use CEI to identify, organiseand communicate expectations

• Identify and map emotional touchpoints

• Establish customer experience Vision & Strategy

• Launch leadership and management education & development programme

• Launch employee engagement programme

• Teach and model service and Service Recovery skills

• Provide reinforcing and developmental feedback

• Conduct coaching conversations to build ownership and judgment

• Identify important retention factors

• Apply tactics to increase retention and commitment

CXMMHow Do We Do It?…

7

The scenarios so defined that they cover the assessment of the following-1. Accessibility and personal

touch2. Speed and responsiveness3. Timeliness4. Convenience and flexibility5. Knowledge and thoroughness6. Delivery as per promise

Scenarios are also designed to consider the following:•Customer Segments – all possible type of customer profiles and segments are covered•Product/ service types – all type of products /services are included•Competition mapping –benchmarking is done against all the key competitors.

Creation of User Profiles

aCreation of Use Case

Scenariosb c

Analysis & Reporting

d

Route Cause

Analysis

e

Optimizatitions f

Data Collection along touch points across lifecycle

CXMM

Explore

Illustration – CX Measurement for a

Telecom Customer

Usage

Growth

Procure &

Activate

Quality of Network

& Services

• Check availability of

various plans

• Compare Plans across

Operators

• Compare Plans across

Channels - Web Vs

Gallery

• Quality of Service

• Connectivity to Special

Numbers

• Notification of Pack

• Recharges & Top-UPs

• Recharges , Top-

UPs . Renewals

• Customer

Education

• Promotions

• Self Service

• Connectivity to

special Nos.

• Profile Changes

• Plan upgrade

• VAS

• Promotional offers

• Package and availability

• Product benefits –

promised vs actual

• Procurement process

• Verification

• Ease of Procurement

Consume-

& Support

Measuring and monitoring performance

on key parameters across customer

lifecycle

CXMM

Information

Illustration – CX Measurement for a Holiday

Travel Customer

9

Reminiscing

& Yearning

BookingPreparing

• Destination/ location

• Transport – Availability &

cost

• Accommodation –

Availability & cost

• Sight-seeing, fun &

adventure activities –

Availability & cost

• Handling and Clarifying

• Paying balance money

as per milestones,

• Receiving vouchers/

permits , carrying driving

licenses and identity

cards,, credit card

practices

• Making changes or fine

tuning as per topical

news/family and self-

plans firming up

• Travelling, staying,

food, fun &

adventure activities

• Hygiene aspects

like medical/internet

,Protection from

nature/regional

issues ,

• “Pleasant surprises

/bonus” elements

• Memoirs,

photographs

albums, social

networks

• Email & blogs

• Rewards and

penalties

• Future travel

planning

• Destination& duration

finalization

• Transport &

Accommodation

finalization

• Other Package Services

• Payment

Holidaying

Measuring and monitoring performance

on key parameters across customer

lifecycle

CXMMOur Expertise Across Sectors…

Banks Retail Telecom

Travel eCommerce

CXMMWhat We Deliver?….

Customer Experience

Strategy

Create your customer

experience vision, maturity

model and people plan

Experience Design &

Journey Mapping

Design and deliver

outstanding customer

journeys

Strategic Insights &

Analytics

Evaluate progress,

diagnose action and

provide solutions

NPS & Voice of

Customer

Track, listen, measure

and benchmark

CXMMWho Are We?...

We are a team of highly experienced CXOs in the field of Customer Service,

Marketing, Brand Management, Sales & Distribution, Technology and

Human Resource coming together to provide expertise in diverse fields

We bring in 225+ years of collective experience at CXO level:

CEO/CMO/CSMO/COO, heading Companies, Business Units, and

Functions

Our team comes with multi-industry and transnational experience, across:

Retail

FMCG

Telecom

Healthcare

BFSI

Consumer Electronics

Technology

Engineering / Industrial

CXMM

Headquartered in MUMBAI, we

have team members based at

DELHI, BENGALURU, KOLKATA,

PUNE and also at International

locations in DUBAI, LONDON and

AFRICA

Our geographical experience

covers:

India

Emerging Markets: SAARC,

Middle East & Africa

Developed English Speaking

Economies: UK, USA and The

Eurozone

BENGALURU

KOLKATA

DELHI

MUMBAI

LONDON

DUBAI

AFRICA

International Experience...

CXMM

FMCG CDIT Telecom Retail

All Logos are registered trademarks of respective brands and companies

Team Experience: Examples...

CXMM

All Logos are trademarks of respective brands and companies

Consumer Technology

Services

BFSI Industrial

Team Experience: Examples...

CXMM

Member Expertise Area

ASHUTOSH TYAGI

Delhi / Mumbai

• Consumer Insights & Market Research Expert• E-commerce, Telecom, FMCG, Start ups, Marketing Services

experience.• Experience of both B2B and B2C business operations• Worked with IMRB, Amway, Reliance, Airtel, Globacom,

Housing.com• B.Tech & MBA (Business Economics) Delhi Univ.

GANESH BALARAMAN

Pune

• Customer Service & Business Processes experts• CDIT & Retail Management experience• Specialization in Sales, Business Processes, third party service

operations and Pan India Service Network creation• Worked for Philips, Reliance Digital• MSc. Electronics, MBA - Jamnalal Bajaj.

Team

CXMM

Member Expertise Area

DEBASHIS BANERJEE

Mumbai

• CDIT, FMCG & Insurance category expert• Specialization areas include Brand management, Marketing

strategy, Media planning and Digital/Social media marketing• Experience spans India and the Middle East• Worked for VLCC, Reliance Digital, Eveready, Tata Docomo, ICICI

Prudential• B.Com, MBA

SUJOY CHATTERJE

Kolkata

• Expert in Sales, Channel & Distribution strategy and execution.

• 21 years of experience within FMCG, Telecom and Retail.

• Operational expertise with a focus on Revenue Management.

• Has led the Sales & Marketing Teams at Uninor, Reliance

Communications, Wrigley, and Kodak.

• Worked with Apps Daily, Reliance Communications, Wrigley, Jindal

Photo Films, Kodak, Funskool, Shaw Wallace

• Alumnus of IIM, Lucknow and an Engineer from NIIT, Durgapur.

Team

CXMM

Member Expertise Area

RAJIB CHAKRAVORTY

London

• BFSI Category Expert• Financial Risk Management and Data Warehousing Solutions

Expert• Solutions Architect specialized in Credit Risk, Risk weighted

assets, Credit Scoring, Basel reporting etc.• Worked for ICICI, OCBC, Woori Group, Bank Islam, Lloyds, RBS,

Deutsche, Citi, UBA Nigeria• IIT KGP, IIM Lucknow

SAIKAT UPADHYAY

Bangalore

• Auto, Packaging, Paper, Steel, Cement & Lighting category experience

• Sales & Distribution expert• Specialized in B2B and B2C channel Setup and growth. • Worked with Eicher, Tata Steel, BILT, Essel Propack and Essar

Steel.• IT-BHU & MBA - Jamnalal Bajaj

Team

CXMM

Email: ashutosh@thinkasconsumer.com

Mobile: +919818328050

Contact Us

Think As Consumer

Mumbai I Delhi I Bangalore I Kolkata I Pune I Dubai I London

www.thinkasconsumer.com