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SalesChannel Europe ©2013 All rights reserved www.flickr.com/photos/maestropastelero/258000448
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Problem the
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Internally-focused Thinking
Customer Experience
The End2End vs
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EVERYTHING!
Experience is?
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What are customers to expect if you
don’t first define it?
Question #1
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What is the experience you want your
customers to have?
Question #2
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Business + Design =
Experience
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Positive Customer feedback
www.flickr.com/photos/adrants/4572167753
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www.flickr.com/photos/morberg/3556674976
Negative Customer feedback
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EMPATHY begin with The best businesses
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Encourage them to tell it like it is
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…then listen to your customers
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Are you really listening?
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Compliance vs commitment
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The Customer Experience Map
Phases
WOW
Enjoyable
Functional
Uneventful
Missed it
Never Again
Feelings
“I Love it”
“I like it”
“Works for me”
“OK”
“I Don’t Like it”
“I hate it”
Memory
High
Mid
Low
None
Mid
High
Impact on Loyalty
Share with Many
Share with few
Neutral
Decrease
66% decrease
100% Loss
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Everything you do impacts
the Customer’s Experience
www.flickr.com/photos/carowallis1/4325317025
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“ The customer perceives service in his or her own terms.” - Arch McGill
“ The customer’s perception is your reality.” - Kate Zabriskie “ We cannot become what we need to be by remaining what
we are.” - Max Dupree “ Excellent firms don't believe in excellence - only in constant
improvement and constant change. ” - Tom Peters
Customer Satisfaction Quotes:
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“Victory in marketing doesn’t happen when you sell something, but when you
cultivate advocates for your
brand.” - Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit
www.flickr.com/photos/hyku/4837236187
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Advocates are your
best influencers
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Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44% 10 X Cold calling
Between 1-5% 4%
88% 20 X Cold calling
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How do you measure
Customer Experience?
www.flickr.com/photos/faceme/3801013087
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Using simple Customer
Experience Metrics www.flickr.com/photos/atomicity/14570249
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SalesChannel Europe ©2013 All rights reserved 23
3 Types of Customer Experience Metrics* Descriptive Metrics Perception Metrics Outcome Metrics
What happened? What did the customer think about
what happened? What will the customer do as a result
of what happened?
Customer called to resolve problem with bill
Opnes bill and sees it's wrong - again! Complains to friends about the billing error
Was on hold for 5 mins Searches for customer number and finally finds it
Won't purchase more from this company any time soon
Spoke with phone agent 998 in Manila for 2-5 minutes
Waits on hold forever Starts noticing offers from competitors
Trouble ticket opened Frustrated that phone agent needs so much information
Trouble ticket closed incorrect charge reversed
At least agent was pleasant
Common Metrics
Call and email volume Customer satisfaction with overall experience
Likelhood of recommendation
Average call times Customer satisfaction with specific aspects of the customer experience
Likelyhood of purchase
Calls lost before answered Call resolution rate likelyhood to switch to a competitor
Website visits User goal completion rate (web, mobile, tablet)
Actual purchases made
Average pages viewed per visit Contract renewals
Average transaction value Churn rates
Average calls per customer per year
Captured through . . .
Analytics systems surveys and text mining surveys and/or analytics
Common Data Sources
Contact center logs and analytics Enterprise Feedback Management (EFM) systems
EFM systems
Web and mobile analytics Online feedback and survey tools Online feedback and survey tools
Point of sale systems Contact center call transcripts Contact center logs and analytics
Billing systems Customer letters and emails Web and mobile analytics systems
CRM systems Social media posts and comments Point of sales systems
Business intelligence systems Billing systems
CRM systems
Business Intelligence systems
*Outside In: The Power of Putting Customers at the Center of Your Business
by Harley Manning & Kerry Bodine
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www.flickr.com/photos/winemegup/3641912321
Get it right
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www.flickr.com/photos/roome/3390682853
Get it wrong
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Solution the
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erent f
dif think
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28
Take a higher lever view
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Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
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The hard way
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AND thinking
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www.flickr.com/photos/artwithrays/3919906312
AND thinking
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AND Thinking
www.flickr.com/photos/thelastminute/4754410169
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www.flickr.com/photos/carolyncoles/3097883695
AND Thinking
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AND thinking
www.flickr.com/photos/koffiemetkoek/238250538
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• Competitive AND Collaborative
• Controlling AND Creative
• Focused AND Flexible
• Simple AND Complex
• Rational AND Emotional
• Relational AND Actionable
• Results-oriented AND People-oriented
AND Thinking
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Constraint-based
thinking
www.flickr.com/photos/squonk/651697384
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Recurrent constraints
www.flickr.com/photos/johnduffell/3646401418
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Collective constraint based thinking
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Bring about the possible
www.flickr.com/photos/morberg/3842815564
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Resilient thinking
www.flickr.com/photos/stewartmorris/5743763864
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Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
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Design an E2E Customer Experience
Products Services Experience Customer
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SalesChannel Europe ©2013 All rights reserved 45
Basic Product/Service: • Technology • Price performance • Product/service quality
E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
Basic Product/Service
Differentiation: 3 Levels of Perceived Value
Support Services 2
End2End Customer Experience 3
Support Services: • Levels of support • Quality of service and support • Systems • Processes
Basic Product/Service 1
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Communicating with Accountability 3
Listening to Learn 2
Engaging with Empathy 1
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“Seek first to understand, then to be understood.”
- Stephen R Covey
Engaging with Empathy
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49
How do you create empathy?
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Go where they live
www.flickr.com/photos/abardwell/2722623053
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51
Where ever they live
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Conversations Diagnostic
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You can tell a man is clever by his answer
You can tell a man is wise by his questions
Questions?
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be
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www.mylawyer.net/Medical%20Malpractice%20Lawyer/Stethescope%20B&W.jpg
Think like a Doctor
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3 - Level Questioning
56
1.
2.
3.
Question Area 1
1.
2.
3.
Question Area 2
1.
2.
3.
Question Area 3
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“No one cares how much you know, until they know how much
you care.”
- Ralph Waldo Emerson
57
Engaging with Empathy
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Communicating with Accountability 3
Listening to Learn 2
Engaging with Empathy 1
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Diagnostic Listening
59
• Facts • Opinions
• Feelings
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The Art of Listening
60
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The Art of Listening
61
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The Art of Listening
62
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3 Horizons
63
Facts
Opinions
Feelings
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The Art of Listening
4 Levels of Listening: P
olit
ene
ss
To C
on
firm
Sele
ctiv
ely
To L
earn
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The Art of Listening
• Ask a lot of questions
• Shut up and listen
• Keep asking questions
• Gentile follow-up questions
• Clarify ambiguity
• Summarise what you have understood
• Earn the right to ask PAIN questions
• When you need help – ask for it
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Barriers to the beach
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Eliminating barriers to satisfaction
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Communicating with Accountability 3
Listening to Learn 2
Engaging with Empathy 1
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69
It's not what you say
it's how you say it
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Accountability Communicating with
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Communicating with Emotion
• Energy
• Enthusiasm
• Body Language
• Questioning
• Listening
• Note Taking
• Sincere Interest
• Emotions move people to action
Conviction:
• People make decision based on emotion and justify with rational reasons
• Must give them both emotional reasons and rational arguments
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Tell
Ask
Problem Solution
Ask – Tell Quadrants
Conversation Directional Compass
• Describing the problem
• Problem focused
• Asking questions about the
problem
• Problem focused
• Asking questions about possible
solutions
• Solution focused
• Talking about the solution
• Describing possible solutions
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Think like a Doctor
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Advocates Customer We are all
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Creating a culture
of Service Excellence
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Getting everybody on the same bus
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Create simple internal processes
that facilitate customer interaction
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Identify KPIs that impact
Customer Satisfaction
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Get everyone moving
in the same direction
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Collectively focused
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Who do you benchmark
yourself against?
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Quality of Service
Customer Satisfaction
Customer Experience
A journey
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Value Migration
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Get it right
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David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com