Dr. Customerlove: Or How I Learned to Stop Worrying

And Love Online Reviews

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Apologies for not citing sources to:Jeanne Bliss

Brian SolisMarty Neumeier

Forrester Researchand

Internet Creatives Everywhere

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Goal: Combine CX Management & The Dynamic

Customer Experience

CX is short for Customer Experience

Management

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CX means seeing your business as your

customers do.

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Customers experience our companies as

singular entities

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The customer experience is the sum of

interactions between you and your customers.

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Customer service is what happens when the customer

experience is broken.

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Excellent CX results in remarkable experiences.

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Remarkable doesn't mean remarkable to you. It

means remarkable to me. Am I going to make a

remark about it? If not, then you're average, and

average is for losers.-Seth Godin

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Step 1. Map the customer touch points as they

actually occur in reality.

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People before process:Interviews >

Focus Groups > Surveys >

Demographics >HiPPOs

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Step 2. Create metrics around key

customer touchpoints

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Examples of Possible Metrics:

Abandoned CartsEscalated Calls

Returned ProductsReviews

Hate Mail@eriksnyder#GGRGT

Step 3. Make the pain felt by the people

who are causing it.

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Terry TateOffice Linebacker

CX Review:1. Determine Key Touchpoints2. Create Metrics3. Bring The Pain

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Dynamic Customer Journey: Where do I

start?

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Customer journeys begin with a stimulus

Stimulus can be created or co-opted.

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Now we have a need, and we want

answers.

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Zero Moment of Truth is an explosion of options.

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Our research now has to reply on secondary sources:

JournalismExperts

ListsReviews

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Peer reviews trump all.

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First Moment Of Truth: When they first

encounter our own marketing.

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Consistency is crucial in the First Moment of Truth.

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Second Moment of Truth: Post-decision, when they actually

experience our product.

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Second Moment of Truth is the domain of UX,

Interface Design, Product Development and

Engineers and Imagineers.

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Ultimate Moment of Truth: When You Share

Your Experience Socially

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Optimizing for great reviews is an entirely

valid way to do business.

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1. Use CX to create remarkable

experiences at every moment of truth

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2. Give customers a way to share their those

positive experiences

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Like Nikki said earlier…

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People will talk about you somewhere, it might

as well be where you can see and respond.

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3. Formally collect these communications and

feed them back into your organization “where

the pain is created”@eriksnyder#GGRGT

Erik Snydererik.snyder@gmail.

com@eriksnyder#GGRGT