NASSCOM ILF 2017: Achieving CX Success by Humanizing your Approach
-
Upload
nasscom -
Category
Technology
-
view
22 -
download
1
Transcript of NASSCOM ILF 2017: Achieving CX Success by Humanizing your Approach
ACHIEVING CX SUCCESS BY HUMANIZING YOUR APPROACHSCOTT LIEWEHR, CEODIGITAL CLARITY GROUP@SLIEWEHR | #NASSCOM_ILF
“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
Customer Experience@sliewehr | #NASSCOM_ILF
The failure of a single interaction threatens a customer’s entire perception of a brand.
@sliewehr | #NASSCOM_ILF
of consumers say they have switched business to a competitor due to poor customer experience
89%@sliewehr | #NASSCOM_ILF
of consumers say they will pay a premium for a great customer
experience
86%@sliewehr | #NASSCOM_ILF
Of companies with “CX” initiatives: 2.3% have improved 69.2% remain the same 28.5% have gotten WORSE
Source: Forrester’s CX Index of 299 brands between Q1 and Q3 2015
Customer’s Perceived Experience – Customer’s Expected Experience
[the change in] Customer Satisfaction
@sliewehr | #NASSCOM_ILF
Customer Journey: a series of steps a customer goes through during an interaction with a company. It concerns itself with all channels, touchpoints, systems, people, objects, etc. involved directly or indirectly with the interaction.
@sliewehr | #NASSCOM_ILF
Organizational competencies for CEM
Business strategy User research Organizational change Experience design Business process mgmt
Customer data Content strategy Technology fluency Physical-digital blend Measurement
@sliewehr | #NASSCOM_ILF
Business Process Management
User Research
Technology Fluency
Physical & Digital
Organizational ChangeMeasurement
Experience Design
Customer / Data Intelligence
Content Strategy
Business Strategy
Organizational maturity@sliewehr | #NASSCOM_ILF
Duration / Cost / ResourcesLowHigh
High
Low
Valu
e
Cust Journey
Cust Journey
Cust Journey
Cust Journey
Cust Journey
Cust Journey
Cust JourneyCust
Journey
Cust Journey
@sliewehr | #NASSCOM_ILF
1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics
@sliewehr | #NASSCOM_ILF
1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics5. Gain commitment
@sliewehr | #NASSCOM_ILF
Increased revenues
Lower cost-to-serve
Improved loyalty and retentionBenefits
@sliewehr | #NASSCOM_ILF
Higher spending
Willingness to pay higher prices
Increased loyalty
Increased revenues through…@sliewehr | #NASSCOM_ILF
Lower acquisition costs Reduced retention costs Lower market research costs Reduced costs of service
Lower costs through…@sliewehr | #NASSCOM_ILF
1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics5. Gain commitment6. Make improvements7. Assess outcomes
@sliewehr | #NASSCOM_ILF
1. Determine opportunity2. Prioritize projects3. Identify stakeholders4. Establish metrics5. Gain commitment6. Make improvements7. Assess outcomes8. Repeat
@sliewehr | #NASSCOM_ILF
“The greatest enemy of progress is not stagnation, but false progress.”
- Sydney J. Harris@sliewehr | #NASSCOM_ILF