Customer Experience Excellence In The Age of the Customer

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Customer Experience Excellence In

The Age of the Customer

Megan Burns,

Vice President, Principal Analyst

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"Cuddling with multiple devices" by Jeremy Keith - Flickr: Cuddling with multiple devices. Licensed under CC BY 2.0 via Wikimedia Commons

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Turn big data

into business

insights

Transform

the customer

experience

Accelerate

your digital

business

Age of the

Customer

Embrace

the mobile

mind shift

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Agenda

What does it take to be good at customer

experience in 2015?

How are companies developing the CX

capabilities they need?

What do you need to support your

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Agenda

What does it take to be good at customer

experience in 2015?

How are companies developing the CX

capabilities they need?

What do you need to support your

company’s CX efforts?

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“If you are going to achieve

excellence in big things, you

develop the habit in little matters.

Excellence is not an exception, it

is a prevailing attitude.”

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"Jogging Woman in Grass" by Mike Baird from Morro Bay, USAMike Baird bairdphotos.com Licensed under Creative Commons Attribution 2.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Jogging_Woman_in_Grass.jpg#mediaviewer/File:Jogging_Woman_in_Grass.jpg

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Design

Governance

The Six

Disciplines of

Customer

Experience

Strategy

Measurement

Culture

Customer

Understanding

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Design

Governance

The Six

Disciplines of

Customer

Experience

Strategy

Measurement

Culture

Customer

Understanding

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Customer

Understanding

Measurement

Call transcripts, emails,

social media posts, etc.

Customer interviews &

field observations

Employee input

Operations & process

data, metrics

Behavioral analytics e.g.

web, call center, mobile

Financial data

Goal:

Understand who customers are and what they

want from their interactions with the company

Goal:

Quantify CX quality and it’s relationship to

business health to guide management decisions.

Inherently

qualitative

Inherently

quantitative

Structured questions

Survey responses

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By Felix Andrews (Floybix) (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia Commons

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2007

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Design

Governance

The Six

Disciplines of

Customer

Experience

Strategy

Measurement

Culture

Customer

Understanding

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Design

Governance

The Six

Disciplines of

Customer

Experience

Strategy

Measurement

Culture

Customer

Understanding

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Outcome

Behaviors as a result

of a customer perception,

e.g. loyalty

Perception

How customers perceive

their experiences.

Descriptive

What happened during the

experience.

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CX Professionals

CX Leaders

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Design

Governance

The Six

Disciplines of

Customer

Experience

Strategy

Measurement

Culture

Customer

Understanding

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© 2015 Forrester Research, Inc. Reproduction Prohibited 39

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Values

Beliefs

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Agenda

What does it take to be good at customer

experience in 2015?

How are companies developing the CX

capabilities they need?

What do you need to support your

company’s CX efforts?

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By John5199 (Sulcata Tortoise (5) Uploaded by russavia) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons

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Tuesdays

Full Moon

Ann

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Preventative

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Intentional

Preventative

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Purposeful

Inclusive

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Strategic

Intentional

Preventative

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Agenda

What does it take to be good at customer

experience in 2015?

How are companies developing the CX

capabilities they need?

What do you need to support your

company’s CX efforts?

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© 2015 Forrester Research, Inc. Reproduction Prohibited 62

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Let go

2.

Learn

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Thank you

forrester.com

Megan Burns

+1 617.613.6294

mburns@forrester.com

http://blogs.forrester.com/megan_burns

@mbcxp

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