mastermind webinar customer experience in your business

We help small businesses succeed.

Mastermind WebinarCustomer Experience in your Business


Justin MacDonaldManager of Customer ExperienceInfusionsoft

@jmacfusion #ISMMCX


“Customer Experience leads to profits…if you treat it as a business discipline.”- Harley Manning

CX VP Forrester Research


Why CX?


Customer Experience Leaders vs. Laggards

Series1

-40%-30%-20%-10%

0%10%20%30%40%50%

Public Performance over last 7 years

CXI Leaders S&P 500 IndexCXI Laggards

CXI Lead-ers

43%

S&P 50014.5%

CXI Laggards-33.9%

76.9%CX Leaders outperform CX Laggards over last 7 years


Customer Experience is happening whether you acknowledge it or not.


How?


What?


What is CX?


What CX is NOT

• It is not Customer Service• It is not Fulfillment• It is not your Product


CX is how your customers perceive your company


CX is how your customers perceive your companyCustomer experience is the aggregate sum of all experiences, both conscious and unconscious, that a person has with your company, brand, and reputation, and how the sum of those experiences makes them feel.


Customer Experience

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Six Disciplines of Customer Experience

1. Strategy2. Understanding3. Design4. Measurement5. Governance6. Culture


CX Discipline 1Strategy


Discipline 1: Strategy (this is your Gameplan)

CX Strategy


Without a CX Strategy

Herding Cats


With a CX Strategy


CX Strategy• Customers happily

trade the self-service, bulk, warehouse, industrial experience for great savings and high quantity.

• Costco’s CX Strategy is one of “Cost Leadership”


CX Strategy• Customers happily pay

premium prices in exchange for an upscale shopping environment, premium, hard-to-find products, natural, organic, ethnic products, and local produce.

• Whole Foods CX Strategy is one of “Differentiation”


CX Strategy• Customers happily pay

elite prices for concierge delivery, top of the line, hand-selected meats, chosen by shop owner Victor Puharich himself.

• Victor Churchill CX Strategy is one of “Tailored Intimacy”

• “The Bulgari of Buchery”


CX Discipline 2Understanding


Discipline 2: Understanding

A set of practices that creates a shared understanding of who customers are, what they want, and how they perceive the interactions they have with your company today.


Tools for CX Understanding

• Define your Target Market• Create 3-4 Personas • Map the most common CX journeys

• web search, site navigation• contact request journey• sales journey• buying journey• fulfillment journeys

• Identify low moments• Identify Root Cause


Journey Map


CX Discipline 3Design


Discipline 3: Design

How you envision and implement the customer interactions you want them to experience

Design is the difference between a garage band and a symphony orchestra

“

”


Focus on moments that actually matter

• Reverse engineer from the successful outcome you desire

• That experience should do the following:– Meet the customer’s needs– Be Easy– Be Enjoyable

Enjoyable

Easy

Meets Needs


Critical moments to make easy

• Make it easy:– To find you– To contact you– To pay you– To get help

Enjoyable

Easy

Meets Needs


CX Discipline 4Measurement


Discipline 4: Measurement

• How you consistently quantify CX quality

• Channels:– Survey – what they say– Behavior – what they do– NPS or CXI– Engagement – support calls, content

consumption, usage of product


Why you need to Measure

• It allows you to prioritize decisions, track trends, and customer response to changes

• Easily creates opportunities to get testimonials and identify raving fans


How to Measure for small business

• Short, Simple, Consistent

• Automate transactional surveys • Automate relational surveys• Track vital behaviors (recurring rev, repeat sales,

lost opportunities)


Surveying

• NPS (Net Promoter Score)

– One Question - scale of 0-10

1. “How likely are you to recommend us to a friend or family member?” 1-10


Calculating NPS

– Score of 9 or 10 = “promoter”– Score of 7 or 8 = “neutral”– Score of 0 -6 = “detractor”

– % of promoters minus % of detractors = NPS score

– Ex. 82% promoters – 8% detractors = 74 NPS


Surveying con’t

• CXI (Customer Experience Index)

– 3 questions, scale of 1-5

1. How well did this experience meet your needs?

2. How easy was this experience?3. How enjoyable was this experience?


Calculating CXI

– Score 4 or 5 = positive– Score of 3 = neutral– Score of 1 or 2 = negative– % of positives minus % of negatives– Average of all 3 questions’ scores = CXI

– Ex. • Meets needs = 87• Easy = 65• Enjoyable = 89• 83 CXi


CX Discipline 5Governance


Discipline 5: Governance

This allows you to manage the customer experience, to hold your company accountable for actually delivering the designed experience every time.


How to govern

• Clear expectations• Clear consequences• Set people up for success• EMPOWER them to choose• Review informally every week. • Review formally at least every quarter


CX Discipline 6Culture


Discipline 6: Culture

Your system of values and behaviors that focus employees on delivering exceptional CX


How to create the needed culture

• Create trust – Hire for integrity– Design for autonomy

• Socialize CX in your company• Share and communicate the importance of CX

and customer wins• Rewards– Simply thank you– Public recognition – Formalized reward program


Time to Commit

• Roll up your sleeves• Take a day to start thinking and planning about

how to implement these disciplines• This is what successful companies are doing• Whether they call it CX or not

• As a smaller business, the first 3 disciplines are more important– As a solopreneur, the last 3 disciplines are

controlled by you


What does this look like in and out of Infusionsoft?


Get Some…

1. Get found2. Get contacted3. Get customers4. Get paid5. Get them what they deserve


Get found


Get contacted

• 98% of all Infusionsoft customers have a website• Over 95% of all websites have a “contact us”

page• 98% of all “contact us” pages have a “contact us

FORM”• Less than 50% of businesses follow up with

‘contact us’ requests in 24 hours


What’s your webform worth?

2% Visitor Conversion63% Sales Conversion$12K of first buy revenue$945 CLV$29295


Easy sources

• Lead capture forms• Click to call for mobile site• Business Cards


Get customers

• Sell to serve• Conversational selling• Hone your talk tracks

• Conversational Selling Webinar– http://goo.gl/zrnRU6

http://goo.gl/zrnRU6

http://goo.gl/zrnRU6


Get paid

• Cardinal rule:– Make it easy for people to give you their

money


Get them what they deserve

• Deliver your world class product or service• Follow up with personalized gratitude• Encourage to consume• Request for feedback


CX success story


Moments that matter


Follow up


Automated follow up


Rising CX


The final result:

• Weekly Skype coaching sessions– $1600 ($200 x 8 sessions)

• Purchased Vol. II – $297

• Purchased DRR Clinic– $147

The Swing: went from -$147 to +$2191


Questions?

mastermind webinar customer experience in your business

Documents

small businesses

cx strategy slide

understanding slide

business slide

cx strategy customers

ismmcx slide

differentiation slide

culture slide