ustomer Experience Investigator

Become Your Company’s

Yellow Lime Blueberry Green Apple Red Paprika

Cognitive Dissonance

…is the discomfort experienced when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.

…people have a motivational drive to reduce dissonance by altering existing cognitions, adding new

ones to create a consistent belief system, or alternatively by reducing the importance of any one

of the dissonant elements.

Cognitive dissonance

Customers don’t live in the world you create.

Have you seen it through their lens?

“Our billing department is great! Bills get sent out on time like clockwork, and customers get friendly email reminders.They are SO on top of things.”

Company Joe

“Our billing department isgreat! Bills get sent out ontime like clockwork, andcustomers get friendlyemail reminders.We are SO ontop ofthings.”

Customer Joe“Their billing department is terrible! They STILL send my bill to the wrong address and I’ve replied to several of their emails asking them to change it. Why can’t they fix it?”

Get to know your customers.

• Single white male• Age 41• Works 48-60 hours/week• Foodservice Manager, in-house• Manages 26-50 people• Focused on profit and time-

efficiency• Spends more time in the kitchen and

dining room than in the office• Biggest challenges:

• Not enough office time• Often blamed for increased

overhead or decreased revenue

NOTREALLY

Is this your customer?

YES!

Is this your customer?

Ricochet Robert• 41 years old• Works crazy hours on salary• Stays late to finish paperwork and

administrative tasks• Reads and comments about time

management, employee engagement and fitness

• Has a budget for software but isn’t sure what can help him save time

• Goals: • Automate some of the administrative

and scheduling tasks• Focus more on developing and

engaging with his crew• Increase profits and overall efficiency• Move up to corporate level

management• Have more personal time to train for

marathon

“I can’t go on being everything to everyone at my workplace. They seem to think it’s OK

because I don’t have a wife and kids.”

What motivates your customer?

Good content addresses the need.

Customers are quirky and irrational.

Are you speaking their language?

Know the customer journey.

A Touchpoint (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a product, service or brand with customers/users, non-customers, employees and other stakeholders,

before, during and after a transaction. This may be applied in business-to-business as well as business-to-consumer environments

What IS a touchpoint?

I search from my iPhoneI have a need

I’ve read excellent Yelp reviewsI select this company

The first bill does not make senseI start the

relationship

I call the 800 number from the website•I’m transferred 4 times•My issue is not resolved

I have a customer service issue

I visit my account online•I can only cancel by telephone

I want to take my business elsewhere

Take an inventory from the outside

PURCHASEBuying/

Onboarding/Deployment

AWARENESSPre-Sale/Pre-Need

CONSIDERATIONEngagement/

Casual Research

SELECTIONFilling

THE Need/Comparison

Shopping

SATISFACTIONExpectations Met

LOYALTYDelight

ADVOCACYProactive

EXIT

Know your journey phases

Awareness

Consideration

Selection

Purchase

Satisfaction

60% - 80% of lost or defected customers previously claimed to be

at least somewhat satisfied. Bain & Company

Loyalty

Advocacy

80% of today’s marketing reach comes from amplification through

advocacy. social@Ogilvy

Sales

Process

Identify the pieces

Discover

Shop

Buy

Use

Renew

Depart

Organize and evaluate

• Surveys/verbatims• Previous mapping results• Customer anecdotes• Feedback emails• Segments and personas• Online reviews and social comments

Where is there already data?

Directly Related

•Sales team•Customer service reps•Marketing

Indirectly Related

•Billing and shipping•IT professionals•Advertising

Connect your teams.

“It’s always been done this way…”

Map the micro

My product is missing parts.

I call the number on the website.

Rep says I called the wrong number,

transfers me.

Customer service transfers me to Parts.

My time is running short.

Music plays while I wait but CD is skipping

and making me agitated.

40% of consumers use online shopping carts to access items later using different devices.

25% of online customers who abandon the sales process do so because of poor navigation.

Stay channel-agnostic

Bronto

Baymard Institute

Invite customers into the process.

Recent Customers

•What works well•Clues for improvement•Quick fixes•Turning good into WOW

Lost or Defected Customers

•Identify serious problem spots•Insight on competitors•Clues for future innovation

Conduct customer interviews

Stop obsessing over your brand.

Knowing the true customer journey

is about OPPORTUNITY and

COST SAVINGS.

Start

at the top

Core values

Metrics

Five-year results:•Stock value has grown

~197%•Customer credits were

reduced by 80%•$7.5 BILLION USD (~£44.6

Billion) was saved in customer service expenses

Create a cross-functional team

$370 Million in 3 years

Keep investing in the experience

Yellow Lime Blueberry Green Apple Red PaprikaPurple Plum Yellow Bananas Red Apple Green Lime

Relevance is relative

Thank You!

360connext.com

Jeannie WaltersCEO | 360Connext

Jeannie Walters @jeanniecw

“Creating fewer ruined days for customers”