mastermind webinar customer experience in your business

We help small businesses succeed.

Mastermind WebinarCustomer Experience in your Business

We help small businesses succeed.

Justin MacDonaldManager of Customer ExperienceInfusionsoft

@jmacfusion #ISMMCX

We help small businesses succeed.

“Customer Experience leads to profits…if you treat it as a business discipline.”- Harley Manning

CX VP Forrester Research

We help small businesses succeed.

Why CX?

We help small businesses succeed.

Customer Experience Leaders vs. Laggards

Series1

-40%-30%-20%-10%

0%10%20%30%40%50%

Public Performance over last 7 years

CXI Leaders S&P 500 IndexCXI Laggards

CXI Lead-ers

43%

S&P 50014.5%

CXI Laggards-33.9%

76.9%CX Leaders outperform CX Laggards over last 7 years

We help small businesses succeed.

Customer Experience is happening whether you acknowledge it or not.

We help small businesses succeed.

How?

We help small businesses succeed.

What?

We help small businesses succeed.

What is CX?

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What CX is NOT

• It is not Customer Service• It is not Fulfillment• It is not your Product

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CX is how your customers perceive your company

We help small businesses succeed.

CX is how your customers perceive your companyCustomer experience is the aggregate sum of all experiences, both conscious and unconscious, that a person has with your company, brand, and reputation, and how the sum of those experiences makes them feel.

We help small businesses succeed.

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We help small businesses succeed.

Customer Experience

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We help small businesses succeed.

Six Disciplines of Customer Experience

1. Strategy2. Understanding3. Design4. Measurement5. Governance6. Culture

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CX Discipline 1Strategy

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Discipline 1: Strategy (this is your Gameplan)

CX Strategy

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Without a CX Strategy

Herding Cats

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With a CX Strategy

We help small businesses succeed.

CX Strategy• Customers happily

trade the self-service, bulk, warehouse, industrial experience for great savings and high quantity.

• Costco’s CX Strategy is one of “Cost Leadership”

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CX Strategy• Customers happily pay

premium prices in exchange for an upscale shopping environment, premium, hard-to-find products, natural, organic, ethnic products, and local produce.

• Whole Foods CX Strategy is one of “Differentiation”

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CX Strategy• Customers happily pay

elite prices for concierge delivery, top of the line, hand-selected meats, chosen by shop owner Victor Puharich himself.

• Victor Churchill CX Strategy is one of “Tailored Intimacy”

• “The Bulgari of Buchery”

We help small businesses succeed.

CX Discipline 2Understanding

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Discipline 2: Understanding

A set of practices that creates a shared understanding of who customers are, what they want, and how they perceive the interactions they have with your company today.

We help small businesses succeed.

Tools for CX Understanding

• Define your Target Market• Create 3-4 Personas • Map the most common CX journeys

• web search, site navigation• contact request journey• sales journey• buying journey• fulfillment journeys

• Identify low moments• Identify Root Cause

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Journey Map

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We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

CX Discipline 3Design

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Discipline 3: Design

How you envision and implement the customer interactions you want them to experience

Design is the difference between a garage band and a symphony orchestra

“

”

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Focus on moments that actually matter

• Reverse engineer from the successful outcome you desire

• That experience should do the following:– Meet the customer’s needs– Be Easy– Be Enjoyable

Enjoyable

Easy

Meets Needs

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Critical moments to make easy

• Make it easy:– To find you– To contact you– To pay you– To get help

Enjoyable

Easy

Meets Needs

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CX Discipline 4Measurement

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Discipline 4: Measurement

• How you consistently quantify CX quality

• Channels:– Survey – what they say– Behavior – what they do– NPS or CXI– Engagement – support calls, content

consumption, usage of product

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Why you need to Measure

• It allows you to prioritize decisions, track trends, and customer response to changes

• Easily creates opportunities to get testimonials and identify raving fans

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How to Measure for small business

• Short, Simple, Consistent

• Automate transactional surveys • Automate relational surveys• Track vital behaviors (recurring rev, repeat sales,

lost opportunities)

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Surveying

• NPS (Net Promoter Score)

– One Question - scale of 0-10

1. “How likely are you to recommend us to a friend or family member?” 1-10

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Calculating NPS

– Score of 9 or 10 = “promoter”– Score of 7 or 8 = “neutral”– Score of 0 -6 = “detractor”

– % of promoters minus % of detractors = NPS score

– Ex. 82% promoters – 8% detractors = 74 NPS

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Surveying con’t

• CXI (Customer Experience Index)

– 3 questions, scale of 1-5

1. How well did this experience meet your needs?

2. How easy was this experience?3. How enjoyable was this experience?

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Calculating CXI

– Score 4 or 5 = positive– Score of 3 = neutral– Score of 1 or 2 = negative– % of positives minus % of negatives– Average of all 3 questions’ scores = CXI

– Ex. • Meets needs = 87• Easy = 65• Enjoyable = 89• 83 CXi

We help small businesses succeed.

CX Discipline 5Governance

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Discipline 5: Governance

This allows you to manage the customer experience, to hold your company accountable for actually delivering the designed experience every time.

We help small businesses succeed.

How to govern

• Clear expectations• Clear consequences• Set people up for success• EMPOWER them to choose• Review informally every week. • Review formally at least every quarter

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CX Discipline 6Culture

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Discipline 6: Culture

Your system of values and behaviors that focus employees on delivering exceptional CX

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How to create the needed culture

• Create trust – Hire for integrity– Design for autonomy

• Socialize CX in your company• Share and communicate the importance of CX

and customer wins• Rewards– Simply thank you– Public recognition – Formalized reward program

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Time to Commit

• Roll up your sleeves• Take a day to start thinking and planning about

how to implement these disciplines• This is what successful companies are doing• Whether they call it CX or not

• As a smaller business, the first 3 disciplines are more important– As a solopreneur, the last 3 disciplines are

controlled by you

We help small businesses succeed.

What does this look like in and out of Infusionsoft?

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Get Some…

1. Get found2. Get contacted3. Get customers4. Get paid5. Get them what they deserve

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Get found

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Get contacted

• 98% of all Infusionsoft customers have a website• Over 95% of all websites have a “contact us”

page• 98% of all “contact us” pages have a “contact us

FORM”• Less than 50% of businesses follow up with

‘contact us’ requests in 24 hours

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What’s your webform worth?

2% Visitor Conversion63% Sales Conversion$12K of first buy revenue$945 CLV$29295

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Easy sources

• Lead capture forms• Click to call for mobile site• Business Cards

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Get customers

• Sell to serve• Conversational selling• Hone your talk tracks

• Conversational Selling Webinar– http://goo.gl/zrnRU6

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Get paid

• Cardinal rule:– Make it easy for people to give you their

money

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Get them what they deserve

• Deliver your world class product or service• Follow up with personalized gratitude• Encourage to consume• Request for feedback

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CX success story

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Moments that matter

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Follow up

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Automated follow up

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Rising CX

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The final result:

• Weekly Skype coaching sessions– $1600 ($200 x 8 sessions)

• Purchased Vol. II – $297

• Purchased DRR Clinic– $147

The Swing: went from -$147 to +$2191

We help small businesses succeed.

Questions?