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: [email protected]
Mobile: +919818328050
Contact Us
Think As Consumer
Mumbai I Delhi I Bangalore I Kolkata I Pune I Dubai I London
www.thinkasconsumer.com
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