customer experience mastery make every interaction customer worthy
TRANSCRIPT
Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share 1
Visualize
Prioritize
Analyze
Monetize
Optimize
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Find out morein book @ AmazonOr just call meMichael R Hoffman908.350.3012
Customer Experience Mastery
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The CxC Customer Experience Matrix Combines Customer & Business Perspectives, Cost and Processes for Strategic and Tactical Planning,
Execution and Measurement
What is the CxC Matrix?
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A Customer Strategy Tool used to Visualize, Monetize, Analyze and Optimize our customer’s experience.
CxC Matrix Digitizes The EntireCustomer Experience
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Digitizing or digitization[1] is the representation of an object, image, sound, document or a signal (usually an analog signal) by a discrete set of its points or samples. The result is called digital representation or, more specifically, a digital image, for the object, and digital form, for the signal. Strictly speaking, digitizing means simply capturing an analog signal in digital form.
McQuail identifies the process of digitization has immense significance to the computing ideals[which?] as it "allows information of all kinds in all formats to be carried with the same efficiency and also intermingled". (2000:28)[2]
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VISUALIZE – Your Customer’s Process
Awareness Purchase Use Support
AdvertisingSearchReferralsSocial
SensorRFIDBluetoothStatic/Silent
PhoneChat3rd PartyIn-Person
POSMobileEcommerceAffiliates
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VISUALIZE
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Interaction + Interaction + Inaction = Customer Experience
Start Here:The CxC Customer Experience Matrix Algorithm Visualized
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Geography
Digital
Store
3rd Party
Direct
Community
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Early CxC Findings Come From Mapping Customer Life Cycle by Channels Used. Tip: from here ask which interactions are programmable? Who manages content, delivery, message, performance for each interaction?
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Geography
Digital
Store
3rd Party
Direct
Community
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*Yes, Big IOT Opportunity with CxCFramework
= Active Customer Interaction
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CV-1(next shipment)
CxC Matrix Digitizes The EntireCustomer Experience
Step 1. Visualize
Geography
Digital
Store
3rd Party
Direct
Community
20
.
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Every Interaction Cell Measures Cost and Revenue Opportunities
Interaction CostActual RevenuePotential Revenue
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MONETIZE
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Experience (Process)
REVENUE COST
Traditional Thinking…Everybody get’s this.
Each Interaction has a cost to company, some have revenue & potential revenue
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MONETIZE
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Experience (Process)
*Each Interaction has a cost to customer: time, travel, money
*Greatest untapped source for innovation, insight, competitive advantage. Amazon kind of gets this. Amazon is investing to own and license each box/interaction point in the CxC Matrix.
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Customer Experience MatrixTM:
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Bu
siness
Pro
cessSimple Customer Journey Map Links Customer Actions to Business Processes
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Customer Experience MatrixTM:
Community
Outdoor
Affiliate
TV
Radio
Newspaper
Direct Mail
Web
Call Center
Field Sales
Events
Retail
Branch
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Ch
ann
el 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV
Add Monetization
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Steps for Membership: Intro, Ship 1, Ship 2Event Event Event Event Event Event Seg/TrtResult Result Next Next Next Next Next Next Next
InputInput Input Input Input InputSegment Disp Disp DestDest Dest Dest Dest Dest Dest Input Dest Dest Qty Dest Dest Dest Total Dest Total
ProgOrder TransChanSys Trans# Chan# Group ProgOrder Trans
ChanSys Trans# Chan# Timing Qty % Revenue Cost Profit Profit LTV LTV
(months)
1 - receive CV offer CVIn Sele Web 4 3all Order A CVIn Nego Web 5 3 0 1000 100% 1000 $ - $ 0.20 $ (0.20) $ (200) $ 13.00 13000 " CVIn Sele Email 4 1all Order A CVIn Nego Web 5 3 0 500 100% 500 $ - $ 0.20 $ (0.20) $ (100) $ 13.00 6500
" CVIn SeleO/B TM 4 24all Order A CVIn Nego
O/B TM 5 24 0 2000 100% 2000 $ - $ 1.00 $ (1.00)
$ (2,000) $ 13.00 26000
" CVIn Sele DR TV 4 10all Order A CVIn Nego I/B TM 5 22 0 2500 100% 2500 $ - $ 2.00 $ (2.00) $ (5,000) $ 13.00 32500 " CVIn Sele Mail 4 23all Order A CVIn Nego Cont 5 25 0 5000 100% 5000 $ - $ 1.50 $ (1.50) $ (7,500) $ 13.00 65000
" CVIn Sele all 4 0allNo-Resp Ar CVIn Inform MDB 2 20 0 200000 100% 200000 $ - $ 0.10 $ (0.10) $ (20,000) $ - 0
" CVIn Sele Email 4 1all DNC A CVIn Inform MDB 2 20 0 100 100% 100 $ - $ 0.10 $ (0.10) $ (10) $ - 0
" CVIn SeleO/B TM 4 24all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 0
" CVIn Sele Mail 4 23all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 02 - place CV order CVIn Nego Web 5 3all Accept A CVIn Deliv Cont 8 25 0 1500 50% 750 $ - $ 2.00 $ (2.00) $ (1,500) $ 22.00 16500
" CVIn NegoO/B TM 5 24all Accept A CVIn Deliv Cont 8 25 0 2000 55% 1100 $ - $ 2.00 $ (2.00) $ (2,200) $ 22.00 24200
" CVIn Nego I/B TM 5 22all Accept A CVIn Deliv Cont 8 25 0 2500 60% 1500 $ - $ 2.00 $ (2.00) $ (3,000) $ 22.00 33000 " CVIn Nego Cont 5 25all Accept A CVIn Deliv Cont 8 25 0 5000 65% 3250 $ - $ 2.00 $ (2.00) $ (6,500) $ 22.00 71500 " CVIn Nego Web 5 3all Reject A CVIn Inform MDB 2 20 0 1500 20% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0
CVIn NegoO/B TM 5 24all Reject A CVIn Inform MDB 2 20 0 2000 15% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0
CVIn Nego I/B TM 5 22all Reject A CVIn Inform MDB 2 20 0 2500 15% 375 $ - $ 0.10 $ (0.10) $ (38) $ - 0 CVIn Nego Cont 5 25all Reject A CVIn Inform MDB 2 20 0 5000 30% 1500 $ - $ 0.10 $ (0.10) $ (150) $ - 0 " CVIn Nego all 5 0all Drop Ar CVIn Inform MDB 2 20 0 11000 [residual] 1925 $ - $ 0.10 $ (0.10) $ (193) $ - 0
3 - receive CV Intro CVIn Deliv Cont 8 25all Get Ar CVIn Coll Cont 10 25 1 6600 [residual] 5940 $ - $ 0.50 $ (0.50) $ (2,970) $ 15.00 89100 " CVIn Deliv Cont 8 25all Get Ar CVIn Use Cont 11 22 1 6600 [residual] 5940 $ - $ - $ - $ - $ - 0 " CVIn Deliv Cont 8 25all No-GetA CVIn Care Svc 12 27 1 6600 5% 330 $ - $ 1.00 $ (1.00) $ (330) $ 10.00 3300
" CVIn Deliv Cont 8 25all Undel A CVIn?Deliv? ?Cont? 8 25 1 6600 5% 330 $ - $ 1.50 $ (1.50) $ (495) $ 5.00 1650
" CVIn Deliv Cont 8 25allNewsltr Br NLIn Comm Email 14 1 1 6600 100% 6600 $ - $ 0.10 $ (0.10) $ (660) $ 8.00 52800
4 - pay for CV Intro CVIn Coll Cont 10 25allNo-Pay A CVIn Coll Cont 10 25 1 5940 40% 2376 $ - $ 0.50 $ (0.50) $ (1,188) $ 5.00 11880
" CVIn Coll Cont 10 25all Pay Ar ----------------- [no additional transactions] --------------------- 5940 [residual] 3564 $ 20.00 $ 0.25 $ 19.75 $ 70,389 $ - 0
5 - consume CV Intro CVIn Use Cont 11 25all Return A CVIn Care Svc 12 27 0 5940 20% 1188 $ - $ 0.50 $ (0.50) $ (594) $ 5.00 5940 CVIn Use Cont 11 25all Use Ar CV2 Deliv Cont 8 25 0 5940 [residual] 4752 $ - $ 2.00 $ (2.00) $ (9,504) $ 30.00 142560
6 - receive CV ship 1 CV1 Deliv Cont 8 25all Get Ar CV2 Coll Cont 10 25 1 4752 [residual] 4514 " CV1 Deliv Cont 8 25all Get Ar CV2 Use Cont 11 22 1 4752 [residual] 4514
CxC Matrix Digitizes The EntireCustomer Experience
Step 2. Monetize
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Customer Experience MatrixTM:
Community
Outdoor
Affiliate
TV
Radio
Newspaper
Direct Mail
Web
Call Center
Signage
Events
Retail
Billboard
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Ch
ann
el
30% 90%25% 70% 20% 15%
$ $ $ $ $ $ $ =LTVAdd Monetization& Analysis
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Customer Experience MatrixTM
Community
Outdoor
Affiliate
TV
Radio
Newspaper
Direct Mail
Web
Call Center
Field Sales
Events
Retail
Branch
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Ch
ann
el 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV
So where do you predict? And what level of granularity?Are you predicting for the company? For the customer?
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Aw
aren
ess
Info
rmat
ion
Iden
tific
atio
n
Sel
ectio
n
Neg
otia
tion
Con
trac
t
Logi
stic
s
Del
iver
y
Acc
epta
nce
Col
lect
ion
Use
Car
e &
Sup
port
Rep
air
Com
mun
ity
Indi
rect
by Channel-System [revised row sequence]Digital
1 Campaign Mgt-Email CV-In CV-In2 Banner Ads CV-In3 Website CV-In CV-In4 3rdPty Email CV-In5 Support Email6 Click to Chat
Geography10 Direct TV CV-In11 Magazines CV-In
One-on-One20 Marketing Database21 Inserts - Campaign Mgt22 Inbound Telemarketing 3rdP CV-In23 Outbound Tele - Campaign Mgt CV-In CV-In24 Direct Mail - Campaign Mgt CV-In25 Membership (Order, Bill, Ship) CV-In CV-In CV-In CV-In CV-In26 Catalog (Order, Bill, Ship)27 Customer Service
Community30 Newsletter
Store41 In-store Promotions42 Kiosks43 Community Events
Third Party51 Package Inserts52 Affiliate Offers
CV-1(next shipment)
CxC Matrix Digitizes The EntireCustomer Experience
Step 3. Analyze
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purchase type program and shipment - e.g., Intro, 2nd shipment, Catalog order
event CEM task and subtype - e.g. place order / welcome email; customer service / cancellationchannel - system system (or channel) in which event takes place - e.g. Continuity, Customer Service, outbound emailresult primary outcome of event - e.g. order accepted, credit card rejected, shipment
returnedresult % (of input) % of customers in this event receiving this outcomesegments segments into which customers in this event & result are divided (for differential treatment)segment % (of result) % of customers in this result in this segmentobjectives CEM objectives for customers in this event / result / segment [not needed for processsing; could be useful for
reporting)treatments marketing treatments applied to customers in the event/result/segment - e.g. make upsell offertreatment % (of segment) % of customers in this event/result/segment receiving this treatmenttreatment cost/value net value of executing this treatment (average across all customers who receive it; may track cost and revenue
separately)treatment LTV impact incremental LTV impact of executing this treatment (average across all customers - if can determine)segment future LTV future LTV of customers in this event/result/segment/treatment (average for all customers)next event next CEM task and subtask for customers in this event/result/segment/treatmentnext event channel-system channel - system for next CEM task and subtask for customers in this event/result/segment/treatmentnext event % (of treatment) % of customers proceeding to next CEM task and subtask - e.g. % accepting upsell offernet % (of input) net percent of input customers moving to this next event (result% x segment% x treatment% x next event
%)next event time delay (weeks)
number of weeks (or other time period) before next event occurs
CxC Matrix Digitizes The EntireCustomer Experience
Sample Data for Message Container
Customer Perspective: “ When I want “X” I go to “Y” channel and have “Z” expectations
• Direct / Addressable / Registered – (sample adapted to business)– Personal Email – inbound, outbound– Business email – inbound, outbound– Household email – inbound, outbound– Mail box – Special Courier– Front door - Account representative, special courier, service call – Home Phone – inbound, outbound– Cell Phone – inbound, outbound– In Statement– Packaging
• Digital (anonymous)– Search - Retargeting– Web site each section - Affiliate– Banner Ad - Mobile– Search - Random Channel/Audience Specific– Multi-media phone - User Created (Robotic Image Tagged)– Kiosk - Social
21
Sample Additional Channel Categories
• Location– In store– Kiosk - atm
• Geography – Television– Radio – Television– Billboards– Events
• Third party– Partner– Magazines– Resellers – Experts– Reviewers
• Community– Social– Word of Mouth– Clubs– Organizations– Public Relation– Sponsored Events– Outreach– Charities
Per Cell, channel, per system• System Name()• Owner• Manager• Technology Specifications• Message from systems:• Message to systems• IT Change owner; IT Change process• Content manager• Offer Manager• Rules Manager• Performance manager• Performance reporting in:• Performance Objective• Cost
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ProgramOrder
StepTransactionDisposition
Channel/System
Audience
Case
Destination- Program/Order- Step/Trans- Channel/System- Audience
Destination- Program/Order- Step/Trans- Channel/System- Audience
Destination- Program/Order- Step/Trans- Channel/System- Audience
CxC Matrix Digitizes The EntireCustomer Experience
Sample Data for Message Container
Objective by customer by stage by type (For each customer Type)
• First time• Referral• High value• Low value• Convenience Profile• Urgent• First time buyer• Expert
• Preference profile• Product availability• Partner relativity• N options
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Information per cell (sample) – Big Data Technologies Enables Extensive Metadata
Awareness
InformationNegotiation
Selection
Contract
Care/Support
Logistics
Delivery
Acceptance
Repair
Community
$CollectionUse
Identification
Geography
Digital
Store
3rd Party
Direct
Community
System:System Owner:Department OwnerOutsourced CompanyCustomer IdentifiedFeed FromFeed ToRule OwnerAverage DurationCostPotential RevenuePerformance MetricQuality Metric
(zoom out cell to show example of detail of information contained in each cell)
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Parameter Derived Rules Execution Deal with Constraints and Capacity
• Product/Service/Response crafted by rules, need, resource (product/operator) availability
• Business Process Monitoring (BPM) type approach exposes levers in rules driven processes allocating offer, content, customers, channels, slots, resources
• Performance optimization recognizes and balances enterprise objectives, business and department objectives, customer objectives
• Likely evolves to gaming simulation approaches and mechanics potentially multi-entity participation
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Expose Creative and Offer Combinations -Interface and Design Relieves Marketers of Complex Logic and Provides Foundation for Continuous Improvement
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Intro receive offerevent channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data
Intro place orderevent channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data
place order Web - Website, mail - Continuity, phone - agent UDT, phone agt - West etc.
order accepted (credit card authorized or check received)
configure, enter, send welcome email, Kiss call (test)
keycode/channel Intro - ship hi risk / hi value retain switch to credit card, make alternate offer, alternate offer, send info
keycode, order info, product choice, survey answers, Zip model, acquired demographics, Intro Quit Model, pay method, credit card authorization results, customer history, do-not-call request
hi risk / low value cut cost reject order, require confirmation
low risk / hi value upsell, loyalty upsell offer, survey, MGM, sample
low risk / low value 3rd party 3rd party offer
check required phone or letter notification
none Intro - payment - request check
hi value retain follow up if no check after specified period
low value cut cost cancel if no check after specified period
credit card reject: invalid card or over limit
phone or letter notification
none Intro - payment - request new card
hi value retain phone for new card or check
low value cut cost email for new card/check; add to exclusion list
credit card reject: stolen card
cancel none (update exclusion list?) (all) cut cost exclusion list
prev buyer reject phone or letter notification
none (none?) good history sell catalog offer, alternate Gevalia offer
bad history cut cost, 3rd party exclusion list, 3rd party offer
backorder phone or letter notification
none Intro - order - backorder notice
hi value retain, upsell notify, offer good alternative, offer gift, give priority
low value cut cost notify, offer cheap alternative, give low priority
abandon order none(?) none (update prospect file?) hi value sell send info, alternate offer, catalog, sample, recontact later
low value cut costdo-not-contact request add to DNC list none Cust Svc - DNC hi value sell find contact preference
low value cut cost exclude
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Intro place orderpurchase type
event channel - systemresult result % (of input)
current treatment current segmentation
next event potential segments segment % (of result)
potential objectives potential treatments treatment % (of segment)
treatment cost/value
treatment LTV impact
segment future LTV
next purchase-event next event channel-system
next event % (of treatment)
net % (of input)
next event time delay (weeks)
segmentation data
place order Web - Website, mail - Continuity, phone - agent UDT, phone agt - West etc.
order accepted (credit card authorized or check received)
80% configure, enter, send welcome email, Kiss call (test)
keycode/channel Intro - ship hi risk / hi value 20% retain configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2 keycode, order info, product choice, survey answers, Zip model, acquired demographics, Intro Quit Model, pay method, credit card authorization results, customer history, do-not-call request
welcome email 100% $?? $?? $?? Intro - order - email email 100% 16% 1switch to credit card 50% $?? $?? $?? Cust Svc - switch Cust Svc 25% 2% 0make alternate offer 40% $?? $?? $?? Cata - ship Catalog 10% 1% 2send info 30% $?? $?? $?? Intro - inform Mktg DB 100% 5% 1send sample 25% $?? $?? $?? Intro - ship - sample Continuity 100% 4% 2
hi risk / low value 30% cut cost configure, enter 95% $?? $?? $?? Intro - ship Continuity 100% 23% 2require confirmation 95% $?? $?? $?? (none) (none) 0% 0% 0reject order 5% $?? $?? $?? (none) (none) 0% 0% 0
low risk / hi value 30% upsell, loyalty configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 24% 2welcome email 100% $?? $?? $?? Intro - order - email email 100% 24% 1upsell offer 40% $?? $?? $?? LE - ship Continuity 25% 2% 6survey 60% $?? $?? $?? Intro - order - email email 50% 7% 1MGM offer 30% $?? $?? $?? Intro - offer Mktg DB 5% 0% 1send sample 10% $?? $?? $?? Intro - ship - sample Continuity 100% 2% 2
low risk / low value 20% 3rd party configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 23rd party 30% $?? $?? $?? 3rd Party - ship (external) 20% 1% 4
check required 5% phone or letter notification
none Intro - payment - request check
hi value retain follow up if no check after specified period
low value cut cost cancel if no check after specified period
credit card reject: invalid card or over limit
5% phone or letter notification
none Intro - payment - request new card
hi value retain phone for new card or check
low value cut cost email for new card/check; add to exclusion list
credit card reject: stolen card
1% cancel none (update exclusion list?)
(all) cut cost exclusion list
prev buyer reject 3% phone or letter notification
none (none?) good history sell catalog offer, alternate Gevalia offer
bad history cut cost, 3rd party exclusion list, 3rd party offer
backorder 2% phone or letter notification
none Intro - order - backorder notice
hi value retain, upsell notify, offer good alternative, offer gift, give priority
low value cut cost notify, offer cheap alternative, give low priority
abandon order 3% none(?) none (update prospect file?) hi value sell send info, alternate offer, catalog, sample, recontact later
low value cut cost do-not-contact request
2% add to DNC list none Cust Svc - DNC hi value sell find contact preference
low value cut cost exclude
Potential MapCalculates Benefit/Lift for Alternative Customer Experience Interactions
Continuous A:B Testing in Marketing Automation System/Agency
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Intro place order - initial (inbound)case response
channelsystems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments
direct mail Internet Web site script / rules place order configure order, accept
keycode, channel keycode, order info, product, survey, real-time enhancement, Zip model, Intro Quit Model, credit card auth, customer history, pay method, do-not-call
high attrition risk retain, reduce cost credit card, reject order, alternate offer
print low attrition risk upsell, loyalty upsell offer, survey, MGM, sample
email credit auth reject sell request other card or check exclusion list?Web ads backorder retain offer alternative, notify notify, offer alternative,
offer consolation gift
DR-TV abandon order ? keycode, channel [same as above] refusals sell send info, alternate offer, catalog, sample
new offer, catalog, 3rd party offer, newsletter, event notices
do-not-contact request add to DNC list keycode, channel keycode, Zip, realtime enhance high potential sell find contact preference new offer?low potential reduce cost exclusion list
direct mail phone agent UDT script / rules [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above]
Web adsprintdirect mail mail Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] none (batch process) outbound contactsprintDR-TVDR-TV phone agent Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] meet objections, accept order,
send literatureoutbound contacts
place order - followup (outbound) case channel systems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments
backorder mail mail template no reply message none [same as above] high attrition risk retainemail o/b email template cancel low attrition risk loyaltyphone o/b phone script
credit auth reject
mail mail template no reply message none [same as above] high attrition risk retainemail o/b email template send new card low attrition risk loyaltyphone o/b phone script send check
Detailed Map - SampleCalculates Benefit/Lift for Alternative Customer Experience Interactions
Continuous A:B Testing in Marketing Automation System/Agency
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Digital
Store
3rd Party
Direct
Community
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1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Customer Optimization Wizard – Dashboard for Performance Management
Numbers in each cell represent: customers, potential revenue, costs (per and aggregate), customers at risk, customers in process, forecast closed sales, forecast lost customers, forecast referrals, simulation under market conditions.
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Campaign
Offer B Offer A Default
Continuous Results
Feed
Control
If B > A Then B = A Then
New A
Step 8: Continuous and Automatic Testing
Step 9. Bolt-down Low Maintenance/Moderate Value Programs
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Community
Outdoor
Magazine
TV
Radio
Newspaper
Direct Mail
Web
Call Center
Field Sales
Events
Retail
Dealer
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Process
x
x
x
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x
x
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xxxxx
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Ch
ann
el 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV
+Invest
+Divest
+Invest+Invest +Invest
+Invest+Invest
+Invest
+Invest
+Invest
+Invest+Invest
+Invest
+Divest
+Divest+Divest
+Divest
+Divest+Invest+Invest
Geography
Digital
Store
3rd Party
Direct
Community
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.
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Customer Optimization Wizard – Dashboard for Performance Management
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Step 6: Add Dashboards to Reporting for Everyone’s Use
Low-to-No New Technology Investment Required. Use Existing Tools from Excel to R, SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy,
IBM, Oracle, SAP, Open Source and Others All Valid for CxC Matrix
Low-to-No New Technology Investment Required. Use Existing Tools from Excel to R, SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy, IBM, Oracle, SAP, Open Source and Others All Valid for CxC Matrix
Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share
Geography
Digital
Store
3rd Party
Direct
Community
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1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Customer Optimization Wizard – Dashboard for Performance Management
Alerts indicate opportunity, risks, activity that is outside of plan parameters. Alerts require attention to exploit opportunity, avert risk, or amplify downstream resources, reduce upstream flow, divert/adjust activities (inventory, staff, promotions, pricing). Alerts are delivered according to manager responsibility and controls. The Customer Optimization Wizard may invoke corporate standard policies and make recommendations based on probabilistic outcomes (upstream and downstream scenarios)
ALERTS
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Geography
Digital
Store
3rd Party
Direct
Community
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1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Customer Optimization Wizard – Dashboard for Performance Management
Move bar along bottom to see impact scenarios for current customer flow. Adjust parameters for multiple scenarios and set independent performance threshold ranges at multiple nodes to test complex market scenarios
Resource, Opportunity, Time Scenarios
week 1 week 8 week 9 week 10week 6 week 7week 5week 2 week 3 week 4
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Community
Geography
Digital
Store
3rd Party
Direct
Community
A
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
What is a customer interaction?If an ad appears on a web page and nobody clicks it – is it really an ad?
What if I don’t know who the customer is – should I count it?The Customer Experience Matrix requires a customer-involved contact.
A. Customer registers at web site during checkout process: Customer could arrive at checkout from web site navigation or from direct link from blast email from affiliate (If from targeted email response moves to “Direct” channel category)
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40
Community
Geography
Digital
Store
3rd Party
Direct
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(business to business)
A. Client arrives from search engine, keywords “Insurance, Legal, Services, PA”
A
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Community
Geography
Digital
Store
3rd Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(business to business)
B. Client attends “Services Seminar”:
B
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Community
Geography
Digital
Store
3rd Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(business to business)
C. Client contacts business acquaintances, clicks on “business services email”; calls 1-800 Biz Info”; schedules in-person meeting; negotiates 3 month contact; finances expense for 12 months through third party; contacts customer service for “emergency”.
C C
CC C
C
CC
C
CC CC
CC
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Community
Geography
Digital
Store
3rd Party
Direct
Community
A
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact(Retail).
A. Client clicks “add to shopping cart”
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Community
Geography
Digital
Store
3rd Party
Direct
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(Retail)
B. Customer compares prices on ebay, Amazon, and shopping bots
BBB
B
B
B
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45
Community
Geography
Digital
Store
3rd Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(Retail)
C. Customer goes to local store to view product and select color, asks store associate product questions
CCC C
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46
Community
Geography
Digital
Store
3rd Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(Retail)
D. Customer orders product on-line at company web site, requests in-store pick-up, pays using loyalty credit card, gives product as gift, asks to exchange for store credit
D
D
D
D
D D
DD
DD
D
DD
D
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Customer Experience Interface: hover over cell for information
ActivitiesYieldMetricsSystemOwnerDataAdministrationSystem
1. Awareness
2. Information
5. Negotiation
4. Selection
6. Contract
12. Care/Support
7. Logistics
9. Delivery
10. Acceptance
13. Repair
14. Community
8. $Collection
11. Use
3. Identification
Monitor Key Performance Indicators for Every Interaction
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LAGGARD TO LEADER CLIENT TRANSFORMATION MODEL
FRONT OFFICE PARTNERSHIP
PEOPLE
TECHNOLOGY DATA
PROCESSES
COMPLIANCE REVIEW
GOVERANCE
HTML 5
Mobile
Big DataBI
Data Management DATA
SURVEILLANCE
SYNDICATION
MARKET LEADING
CLIENT’S CUSTOMER VALUE RECOGNITION
ELASTIC SOURCING
CONTINUOUS IMPROVEMENT
OBSERVATION (Digital Pulse)
MONETIZATION
MODERNIZATION
OPTIMIZATION
PEOPLE
ENTERIPRISE STAKEHOLDER COLLABORATION
Automation
STP
CloudDocument
Management
Best Practices + Transformational Technology
CLIENT WINS
PROCESS
TECHNOLOGY
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Use any system to simulate customer experience scenarios and perform what-if analysis. CxC Matrix connects data across all systems to support use case.
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Granular customer experience detail enables unprecedented what if analysis and provides framework for predictive and prescriptive modeling down to individual customer, device, channel, interaction, product/service attribute. Yes, comprehensive by design. If we missed something, let us know.
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Big Data capabilities enable linking individual offer details, customer acceptance, partner commitments, customer exceptions – everything – connected to customer , transaction, product which allows customer experience playback for legal, innovation, finance and forward predictions for prescriptive and optimization scenarios.
TECHNOLOGYCOMMUNICATIONPROCESSKNOWLEDGEPEOPLE
CEM
Customer Experience Management Starts with PEOPLE
Technology is the Enabler - Not The SolutionFoster a Customer-Centric Culture
Negotiation ServiceUsePurchaseAwareness Dispose
TECHNOLOGYCOMMUNICATIONPROCESSKNOWLEDGEPEOPLE
IOT
Customers Defined by Behavioral Interactions and Interactions of Their Objects with Each Other
The CxC Customer Experience Matrix Addresses The Internet of Things (iot)
(Organize, Visualize, Monetize, Analyze, Model, Simulate, Virtualize)
Negotiation ServiceUsePurchaseAwareness Dispose
IOT
CxC Matrix Digitizes The EntireCustomer Experience
CxC Firsts
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1. First complete digitization of omni-channel customer experience cradle to grave2. First to monetize customer experience end-to-end and granularly3. First to approach enterprise customer experience as a science4. First to map customer experience ‘chaos’ to customer experience order5. First multi-discipline approach to customer experience connecting every
department and stakeholder to customer experience 6. First to build customer experience algorithm7. First to model customer ecosystem in anticipation of Big Data capabilities8. First to anticipate and model Internet of Things (iot) in customer model 9. Closest to delivering super-enterprise customer experience simulation tool10.Shared Customer Worthy book describing CxC Matrix with over 7,000
influencers across private sector, universities, technology, consulting and service companies
Please contact Michael Hoffman for additional information:
Michael Hoffman, [email protected]
Thank you for investing your time. Please share, comment, correct and improve this content to advance customer experience management.