What(is(Iterative(Insights™(Day?
Iterative(Insights
InQcontext(Learning
Collaborative(Engagement
Multiple(Consumer(Touch(Points
Research(Principals(for(Better,(Faster(Marketing(Decisions
Learn more at: digsite.com/blog/iterative
© 2017 McorpCX, Inc., All Rights Reserved
Daniel Roundy:Consulting Director, McorpCX
" Customer experience and innovation consultant
" Responsible for coordinating and delivering consulting engagements with clients in technology, financial services and retail industries
" Former Microsoft employee with expertise in IT and business strategy and operations
" Previously led Microsoft B2C and B2B experience improvement initiatives
" Launched internal employee customer experience training and certification program
© 2017 McorpCX, Inc., All Rights Reserved
Build Customer-Centric
Capabilities
ImproveCustomer
Experiences
UnderstandTheir
Customers
McorpCX helps the companies we work for do three things:
© 2017 McorpCX, Inc., All Rights Reserved
Today, we’re going to discuss: What customer experience is (and why it matters), 4 steps to a better customer experience, and How to get started today!
© 2017 McorpCX, Inc., All Rights Reserved
90 percent of executives say customer experience is now “critical” to compete.
Why is a focus on CX so important? 3 megatrends…
1. The Era
of Smart Customers1
2. Customers
Less Loyal, More Vocal2
3. CX Drives
Measurable Value
1) Smart Customers, Stupid Companies: Hinshaw and Kasanoff, Business Strategy Press, 2012; 2) CapGemini 2013 WRBR; 3) McorpCX Customer Research; Oracle and Harris Interactive, 2011 and 2012 Customer Experience Impact Report; 4) Watermark Consulting Customer Experience Stock Analysis
© 2017 McorpCX, Inc., All Rights Reserved
Customer experience occurs every time a customer interacts with your products, services or devices…
The challenge: Her expectations of the experience drives how she feels about it.
© 2017 McorpCX, Inc., All Rights Reserved
And customer expectations are radically changing .
They have greater expectations of...# Service# Accessibility# Experience# Choice# Speed# Customization# Personalization # And more....
© 2017 McorpCX, Inc., All Rights Reserved
In a world of radically changing customer expectations, there is only one sustainable competitive advantage:
Deliver a better customer (and employee, and partner) experience, across all channels and interactions
© 2017 McorpCX, Inc., All Rights Reserved
Different Segments
JourneysInteractions
Devices andChannels
Discover
Consider
Purchase
Onboard
Use
Advocate
How? By giving customers the experiences they want. Which means “seeing” the journey through her eyes, across…
© 2017 McorpCX, Inc., All Rights Reserved
We need tools and a defined approach to accomplish this. Which is where customer journey maps come into play…
Wanting
What is she doing, and Why is she doing it?
What does she want or need to accomplish?
Doing What is she doing at each stage of the journey?
What are the touchpoints she encounters?
Thinking
What are her expectations and perceptions across the journey? Are we meeting her needs?
Feeling
What is she feeling? Does she feel great? Is she unhappy?
Are we causing her “pain” or anger?
© 2017 McorpCX, Inc., All Rights Reserved
CX leaders enjoy financial results like these…
1) HBR, August 2014: The Value of Customer Experience, Quantified 2) Forbes, March 2014: 'Customer Experience' Is Today's Business Benchmark
© 2017 McorpCX, Inc., All Rights Reserved
…with ROI in areas like these when they actively manage the customer journey and experience1
Greater customer “win-back” rates
+1,767%
16.8%: With Customer Journey Management, 0.9%: Without
Marketing return on investment24.9%: With Customer Journey Management, 16.2%: Without
+54%
Faster average sales cycle17.1%: With Customer Journey Management, 1.2%: Without
+1,325%
Positive social media mentions17.9%: With Customer Journey Management, 5.1%: Without
+24%
More cross- and up-sell revenue15.3%: With Customer Journey Management, 9.8%: Without
+56%
Revenue from customer referrals 17.1%: With Customer Journey Management, 1.2%: Without
+251%
1) Source: Aberdeen Group – The CMO Dilemma: Bridging the Gap Between Love and Money, May 2015
© 2017 McorpCX, Inc., All Rights Reserved
Today, we’re going to discuss: What customer experience is (and why it matters), 4 steps to a better customer experience, and How to get started today!
© 2017 McorpCX, Inc., All Rights Reserved
Four steps to a better customer experience (using iterative insights!)
1.Start by
listening to the “voice of the business” to decide where
to focus
2.Listen to
the “voice of the customer” to gain deep
customer understanding
3.Share “outside-
in” customer insights using
customer personas and journey maps
4.Design,
prototype and test solutions which improve the experience
Pickup Item in Store
Check if Item is available in Store
Website: Store InvRequest
Transfer Inventory from Store
Receive Inventory in Store
Store Inventory
Mgmt
Receive phone call from Store
Place Order (Store Pickup)
Collect Info & Place Order (In Stock)
Follow-up w/ Customer on Item Wanted
POS: Call List of Customer Requests
POS: Place Order with Payment
Pickup Item in Store
Place Order (Store Pickup w/Transfer)
Find Item on Hold
Lookup Order # & Give Item to Customer
Receive Notice from Store
POS: Place Order with Payment
Collect Info & Place Order (Store Transfer)
Find Item on Hold & Release It
Store Inventory
Mgmt
Store Inventory
Mgmt
Transfer Inventory from Store
Order Mgmt
Store Inventory
Mgmt
Order Mgmt
Confirm Item On Hand
Update Customer Call List
On
Sta
ge
In
tera
ctio
ns
Ba
ck S
tage
In
tera
ctio
ns
Cu
sto
me
r A
ctio
ns
Reserve Item Store Inventory Transfer Notify Customer upon ReceiptSu
pp
ort
ing S
yste
ms
Order (Store Pickupw/Inventory Transfers)
Order Mgmt
CRM System
Store Inventory
Mgmt
Email Service Provider
Order MgmtCRMCRM
CRM CRM CRMCRM
Lookup Order # & Give Item to Customer
© 2017 McorpCX, Inc., All Rights Reserved
Stakeholder InterviewsUnderstand individual stakeholder perspectives of project success – challenges and opportunities they see and what they hope the project will deliver
Key benefits include:" Gather cross-organization perspectives about
customer engagement" Understand opinions about the most valuable
customer segments" Gain insights about the greatest opportunities
and challenges related to customer experience" Inform project goals, activities and outcomes
(definition of success)" Gain stakeholder buy-in to the project and
process!
Step 1: Voice of the business
© 2017 McorpCX, Inc., All Rights Reserved
Customer Journey Mapping WorkshopsMap the current state experience for target customers across a defined journey to deepen understanding of the “As-Is” situation and gain insight into improvement opportunities
6-step process:1. What’s the problem?2. Who are you solving for?3. What’s happening today?4. Visualize the journey5. Socialize and share6. Take action
Step 1: Voice of the business
© 2017 McorpCX, Inc., All Rights Reserved
Qualitative ResearchUnderstand the opinions, perceptions, emotions, experiences and beliefs of target customers in their own words.
Checklist:! Use “Voice of the business” to
determine the hypotheses you’ll test! Get creative with a variety of ways to
elicit feedback (yay for Digsite whiteboards!)
! Recruit individuals who most closely match your target audience
! And – the Digsite team is always there to help and GREAT to work with!
Step 2: Voice of the customer
© 2017 McorpCX, Inc., All Rights Reserved
Quantitative ResearchMeasure the performance of touchpoints across the customer journey, and quantify baseline metrics at a statistically projectable level.
What stuff to measure and quantify?$ How satisfied and loyal are your
customers?$ How easy, enjoyable and effective is the
experience?$ What are customers’ expectations of the
experience?$ Where specifically does the experience
exceed, meet or fall short of customers’ expectations?
Step 2: Voice of the customer
© 2017 McorpCX, Inc., All Rights Reserved
Research-based customer personas put a face to our customers
Step 3: “Outside-in” insights
Representing your key customer
segments
© 2017 McorpCX, Inc., All Rights Reserved
Here’s a retail banking persona: Meet Hilary…
Her name
Her goals
Her situation
A picture that represents her
A demographic profile
What she’s thinking
Hilary’s story exposes her motivations, as well as the challenges and tensions related to her banking experience
© 2017 McorpCX, Inc., All Rights Reserved
Here’s a retail banking persona: Meet Hilary…Her expectations
What she wants from you What
drives her loyalty
A snapshot of her banking journey
Her story is always presented in “her” words – Customer research lets us create a persona that accurately represents a customer segment
© 2017 McorpCX, Inc., All Rights Reserved
Research-based journey maps are driven by customer perceptions…
Step 3: “Outside-in” insights
What she wants
What she’s thinking
How she feels
What she’s doing
The touchpoints she encounters
Where expectations are met– and aren’t.
© 2017 McorpCX, Inc., All Rights Reserved
…bringing data into play to support decision making
Step 3: “Outside-in” insights
Exactly where expectations are met– and aren’t.
Where you can improve
Which interactions correlate to business outcomes (e.g. NPS)
What’s most important to her
The channels she uses
And how well they meet her needs
© 2017 McorpCX, Inc., All Rights Reserved
Prototype design solutions, considering many options
Step 4: Experience design
Time (and Cost) to Develop
Fide
lity
Storyboards and Blueprints
Wireframes
Functional Prototypes
DigitalMockups
© 2017 McorpCX, Inc., All Rights Reserved
Test and refine with customers, iterate on improvements
Step 4: Experience design
Test (and Develop) In Person:
Co-Creation
Conduct Online Customer Research
Measure Performance Against KPIs
[Repeat as Needed]
© 2017 McorpCX, Inc., All Rights Reserved
Today, we’re going to discuss: What customer experience is (and why it matters), 4 steps to a better customer experience, and How to get started today!
© 2017 McorpCX, Inc., All Rights Reserved
1. Start with the “voice of the business”" Which customers to focus on and get the experience “right”?" What are the steps of their journey?" What is working, and what isn’t?
2. Validate internal hypotheses through external “voice of the customer” research" Digsite online communities and sprints" Quantitative surveys
3. Visualize and share “outside-in” insights" Customer personas and journey maps
4. Take action!" Deepen understanding of the problem" Storyboard, prototype and test solutions with customers
How to get started (today!)
© 2017 McorpCX, Inc., All Rights Reserved
Contact: Daniel Roundy, DirectorDirect: 1-425-223-2456Email: [email protected]