EXPERIENCE THE CUSTOMER CHANNEL:HOW TO ACHIEVE GREAT CUSTOMER EXPERIENCE MANAGEMENT (CXM) AND WHY IT MATTERS

SKENDER KOLLCAKU (MILAN - IT, 11/2017)

WHEN THINGS ARE DONE CONTRARY TO A CONVENTIONAL OR CULTURALLY EXPECTED ORDER OR RELATIONSHIP

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BE THE (PSYCHOLOGIST) MARKETER OF YOURSELF AND PRETEND QUALITY FROM THE DELIVERY

“The reason most people aren’t successful is because they either fear or avoid

Marketing. For the same reason, most people are bad teachers. They’re more

focused on content than the delivery and design of that content.

But the delivery, the HOW , is just as important if not more important than

WHAT you’re doing or WHY you’re doing it.”

(Benjamin P. Hardy in a published Medium article)

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WHY CUSTOMER EXPERIENCE (CX) IS IMPORTANT?

Nobody wakes in the morning and thinks to give money to Amazon.com!

A business cannot exist without its customers, and this is why companies are focusing on

how to win new customers and perhaps more importantly, retain existing customers.

Delivering a great customer experience has become a top strategic objective.

(Source: http://econsultancy.com/)

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0%

5%

10%

15%

20%

25%

Customer experience Content Marketing Mobile Personalization Social Networks

Most exciting business opportunity for 2017?

WHY INVEST AND MANAGE TO IMPROVE CUSTOMER EXPERIENCE?

42%

33%

32%

Top 3 reasons why businesses want to improve their CX strategy:(Source: http://www.genesys.com/)

Improve customer retention Improve customer satisfaction Increase cross-selling and up-selling

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NURTURE EMOTIONAL RELATIONSHIPS WITH EXISTING CUSTOMERS

One of the famous examples of creating an emotional connection comes fromZappos*, when a customer was late on returning a pair of shoes due to her motherpassing away.

When Zappos found out what happened, they took care of the return shippingand had a courier pick up the shoes without cost.

But, Zappos didn’t stop there. The next day, the customer arrived home to abouquet of flowers with a note from the Zappos customer service team whosent their condolences…

* Zappos.com (now a subsidiary of Amazon.com) is an online clothing shop based in LasVegas, Nevada

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HAVE YOU EVER HEARD OF THE PEAK-END RULE?

“People judge an experience by the most INTENSE point and the END point. The

judgement is NOT made from the SUM of the entire EXPERIENCE...”

(Barbara Lee Fredrickson & Daniel Kahneman, 1993)

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MY EXAMPLE: THE FAMILY HOMECOMING FLIGHT

Let suppose the airplane flight from Tirana, Albania (where I was born) to Milan Malpensa, Italy(where I live and work) with my partner and our 20-months old son. Typically, this trip takes 1 hourand 30 minutes.

Good facts:

The tickets cost less considering the time period (All Saints’ Day).

The airplane landed in Malpensa airport 20min earlier than expected.

Bad facts:

Passport check for EE (Extra European) citizens took more than two hours with us standing in aqueue.

We paid more for the airport car parking due to exceeding hours.

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INFORMATION IS POWER

Does the airport or flight company capture this experience in terms of data

for future insights and plan improvements?

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0

0,5

1

1,5

2

2,5

Flight duration Passport check

Tirana -> Milan Malpensa flight time duration (in hrs)

Expected Effective

SEAMLESS AND INTEGRATED EXPERIENCE ACROSS ALL CHANNELS

“With greater interaction across various TOUCHPOINTS, consumers EXPECT

a SEAMLESS and integrated experience across ALL channels”

(from a Deloitte Digital survey in 2014)

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INSTEAD OF TOUCHPOINTS, INTERACTIONS AND ENGAGEMENT DEFINE END-TO-END JOURNEYS

TOUCHPOINT:

A single moment when a customer comes in

contact with organization’s brand, product,

employees or message through any channel or

device.

INTERACTION:

A two-way communication between customer and

organization’s brand or product.

ENGAGEMENT:

A commitment or agreement of a customer to act.

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Engagement

Interaction

Touchpoint

BUILDING BLOCKS FOR A WELL-THOUGHT CX MODEL

Get Data

Tune all organization radars to gather quality data.

Capture feedback in real-time.

Tuning radars

Dedicate and

create

Empower employees with tools and encourage them to

experience.

Employee experience

Introduce new

metrics

Optimize intelligence for CX strategy. Calculate ROI.

Enforce brand

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MAP THE CUSTOMER JOURNEY IN A TIMELINE FASHION:BEFORE-DURING-AFTER (EXPERIENCE FOCUSED)

A customer journey map is a detailed visual document that captures the

Customer Experience across touchpoints, including what the customer is doing,

thinking, and/or feeling.

Before using the product or consume the service, the journey could be split into

4 major stages:

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Needs Considerations Purchase Install

KEY FACTS ABOUT CUSTOMER EXPERIENCE MANAGEMENT (CXM)

Customer retention. We are living in “The Age of the Customer” (CUSTOMER-

CENTRIC)

Your employees are also your first customers (EMPLOYEE EXPERIENCE)

Brand loyalty is fragile (BRAND TRUST)

Building exceptional Customer Experience is harder today (HIGHER

EXPECTATIONS)

Current design approaches to manage CX need to be updated. Customer is the only

channel (OMNI CHANNEL)

Getting data from Customer Experiences requires continues stream of insights

(MONITOR IN REAL-TIME)

Perception metrics help measure the organization vision (NEW METRICS)

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IMPOSSIBLE TO IMPLEMENT ALL CX IMPROVEMENTS:PRIORITIZE EXISTING STRONG PILLARS

CUSTOMER-CENTRIC

EMPLOYEE EXPERIENCE

BRAND TRUST

HIGHER EXPECTATIONS

OMNI CHANNEL

MONITOR IN REAL-TIME

NEW METRICS

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RITUAL AND ROUTINES HELP RECONNECT EMPLOYEES.CREATE ECOSYSTEM WHERE THE ONLY CHANNEL IS THE CUSTOMER

CU

ST

OM

ER

OM

NI-

CH

AN

NE

L

Understand

Prioritize

Deliver

Measure

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INTEGRATED AS

PARTS OF THE

ORGANIZATION’S

CULTURE AND VISION

Include partners ASAP in the CX strategy

design: devOps, business analysts, legal,

product managers…

CUSTOMER EXPERIENCE REQUIREMENTS: DISCIPLINE

“In order to succeed, organizations that scale a lot need to have well-defined CX

practices, rigorous criteria to evaluate quality and people who work together

sharing same values and strategic plans.”

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CUSTOMER EXPERIENCE REQUIREMENTS: EMPATHY

“Maturity requires empathy. It becomes crucial to think differently and embrace the

other mentality to deliver best quality services.”

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“PEOPLE DO NOT BUY THINGS, THEY BUY VERSIONS OF THEMSELVES”

thank YOU! KEYWORDS:

customer experience, touchpoint, engagement, design thinking, CXM, CEM, brand, organization culture, metrics, real-

time, customer-centric, service design, relationships, marketing, customer service, user interface, discipline, empathy,

customer journey

SKENDER KOLLCAKU

LinkedIn, Twitter, Email

Milan, Italy – 11/2017

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