By Oliver Kempkens

15 – 16 February 2015 // Tehran, Iran

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Oliver KempkensGLOBAL LEAD DESIGN THINKING

GLOBAL LEAD WORKSPACE RENEWAL

CEO, ADAPT OR DIE

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Customer Experience in 2015Customer care is the work of

looking after customers and

ensuring their satisfaction

with your business and its

goods or services; it’s just

one of those interactions or a

type of interaction.

Customer experience (CX) is

the sum of all interactions of

a customer with a company

over the course of the

relationship lifecycle and the

customer’s feelings,

emotions, and perceptions of

the brand over the course of

those interactions.

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1. Renovation of VoC programs

Many organizations spend a lot of money on collecting customer feedback.

Yet, too few of them gain the value they could – or should – from those

investments.

This year, it’s expected that companies will scrap their overly burdensome

customer surveys in favour of more targeted feedback – Voice of the

Customer initiatives. ›

Form 1: User A fills this one out Form 2: User B fills this one out

They’ll rely less on multiple-choice surveys and more on topic-specific

surveys and text analytics of unstructured content (like comments on

surveys), calls into the contact centre, social media conversations, and chat

sessions with agents.

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2. Lots of customer

journey mappingOne of the most effective tools for customer experience professionals is

customer journey mapping (CJM). These tools identify key areas of

improvement and opportunities for innovation.

The customer journey map will plot touch points, service interactions and

gestures of users having experienced a service. The method helps us

understand the intentional and unintentional aspects of the customer

journey.

The map is humanized with personal insights, anecdotes and photos, using

the users’ language, their successes and even failures as a very user-

centered visualisation of the customer journey.

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3. Integration of customer

behavioural dataWhile feedback is a form of customer insight, it’s by no means the only form

— or even the best form. All the data sources combined will provide the rich

content required to fuel predictive models.

This trend will continue with more companies blending together customer

feedback data, CRM data, and data from customer transactions and other

value systems. This will enable companies to accurately target experiences

to reduce churn, improve metrics (e.g., satisfaction, NPS), and increase

customer lifetime value (CLV).

Brand Interaction

Welcome

Program

Introductory

Offers

Survey

News-

letters

State-ments

Cross

Sell/Up Sell

Birthday /

Anniversary

Loyalty

Offers

Welcome

Back

Lost

Customer

Survey /

Offers

Re-Activation

Program

Early Dormancy

Notifications

Lost

Customer

Known Inactive

Customer

Known Active

Customer

Customer

Time

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4. More anticipatory serviceAs companies gain a deeper understanding of customers through research

and analytics, they’ll develop more individualized customer experiences.

Companies that route callers to the phone agents are most likely to help

them based on the anticipated reason for the call. Companies will also train

frontline employees with different scripts based on anticipating customers’

needs/interests/emotional style.

User User with

Problem

Customer

Service

Develop-

mentProduct

User

Customer

Service

Develop-

ment

Product

Sales

checks on,

works with

identifies

problems, fixes

fixes

requests support

experiences

problem

Excellent reactive

service is a timely

response.

Proactive service

prevents the “User

with Problem” state.

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5. Experience infused into

product developmentThere will be more companies creating products with customer experience

embedded throughout the entire development process.

Product teams will define usability requirements, set minimum experience

thresholds for product launch, and design the entire service lifecycle.

Organisations will evaluate all new product and experience efforts using a

CX scorecard that determines the level of customer experience risk involved

in a proposed project.

Its “Customer Lens” process delivers more customer-centric experiences by

incorporating standards and checkpoints into business cases and new

product development methodologies.

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6. Consolidation of CX

process methodologies

As CX efforts highlight the need to

redesign more operational

processes, companies will combine

CX efforts with other provemess

improvement efforts, such as lean

sigma and design thinking. These

combinations will merge process-

centric tools with the power of deep

customer empathy.

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7. Contact centers morph

into relationship hubsContact centers are on the verge of a major change. Driven by shifts in

technology, capabilities, and consumer behaviour, organisations are

refocusing the primary purpose of contact centers from handling individual

calls to building customer loyalty.

These changes will morph contact centers into what some call Relationship

Hubs.

Relationship Hubs will establish success metrics tied to long-term customer

loyalty (from average handle time to a combination of metrics such as first-

call resolution and likelyhood of customers).

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8. Deeper appreciation of8. Deeper appreciation of

employee assetsCompanies are beginning to see the deep connection between employee

engagement and customer experience. Engaged employees are more than

twice as likely to stay late at work, help someone at work even if they’re not

asked, and do something good for the company even if it’s not expected of

them. In 2015, we’ll see more employee surveys, executives developing

employee engagement goals, and managerial training focused on employee

engagement.

12

We’ll see a surge

of personal health

monitors.

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9. Mobile & Personal health

monitoring takes off

This isn’t about mobile phones: It’s about digital

experiences integrated into everyday life.

Devices will have more apps and sensors that

will enable consumers to do more things

wherever they go.

The CustomerContext & Experience

The CompanyBrand & Business Goal

News & Media e-Commerce Portal Intranet

Community &

Collaboration

Brand &

CommunicationOnline ServicesApps

Multichannel Content Delivery

Tracking & Analytics

Recommendation &

Personalisation

Content Marketing

Campaign

Content

Optimization

Digital Experiences

Create

Deliver

Optimize

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10. Software as an

experience continuesThe initial rise of cloud-based software (a.k.a. SaaS or software-as-a-

service) focused on renting access to software instead of selling licenses.

That makes sense, considering that Net Promoter Scores for tech vendors

are more correlated to customer experience than product performance. As

cloud-based software expands, we’ll see these offerings cater more

explicitly to the needs of customers. How? Simpler, more focused, more

specialized applications (like smart phone apps), more emphasis on quick

initial usability, more sharing of best practices (usage, not technical), and

more customization based on the behavioural analysis of users.

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11. Resurgence of purpose11. Resurgence of purposeAs companies push forward on their CX journeys, they’ll find that there’s

nothing holding their efforts together. The desire to improve customer

experience will fall victim to other priorities if the effort is not tied to the

core values of the company.

But many organizations focus so intently on their operations that they lose

sight of their raisons d’être.

Through the horizon

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12. CX certification

accelerates CX education

The Customer Experience Professionals Association has launched its

Certified Customer Experience Professional (CCXP) certification in 2014.

This industry-wide certification helps solidifying the role of CX professionals

and creates demand for more CX training.

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13. The rise of “em•pa•thy”

As companies increasingly focus on CX in 2015, they’ll recognize that their

organizations lack a deep understanding and appreciation for their

customers. It’s not a flaw in the people, just a natural result of an internal

focus on day-to-day operations. From now on, we’ll hear more executives

talk about the need to build empathy for customers, making “empathy” the

CX word for 2015.

noun \ˈem-pə-thē\The action of understanding, being aware of, being sensitive to, and vicariously experiencing the

feelings, thougts, and experience of another of either the past or present without having the feelings,

thoughts, and experience fully communicated in an objectively explicit manner.

17OLIVER KEMPKENSANALYZING LATEST TRENDS IN MEASURING THE SUCCESS OF YOUR STRATEGIES // 17

Oliver Kempkens

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oliver@adaptordie.me | @OliverKempkens