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The DNA of Great Customer Experiences. Decode world class experiences irrespective of product/service type. Isolate 6 pillars as the degrees of separation. Roadmap and common language for brands to realign around the customer. A Compass for Excellence. Technology. Strategic. Training.

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Presentation Transcript
slide2
The DNA of Great Customer Experiences

Decode world class experiences irrespective of product/service type

Isolate 6 pillars as the degrees of separation

Roadmap and common language for brands to realign around the customer

slide3
A Compass for Excellence

Technology

Strategic

Training

Insight

1

Identify the champions of customer experience delivery

2

Understand how they deliver exceptional experiences

3

Isolate best practice across sectors

4

Apply this knowledge to other businesses

slide4
Study Mechanics and Resources

Experiential questions based on interactions from previous 6 months

Combination of diagnostic closed and open questioning

7500 Respondents C. 130,000 Ratings

Historical Database of over 750,000 interaction ratings

Over 100,000 customer comments

Explore impact as well as experience

slide5
The Six Pillars

ExpectationsAccurately setting and then meeting or exceeding expectations.

PersonalisationTailoring experience to customer needs in a way that feels personal

Time & EffortValuing time, minimising effort in interactions, making it easy for consumers to do business with you

IntegrityA business you can trust, delivers on promises and consistently acts in customers’ best interests

ResolutionTurning a poor experience into a great one – resolving issues quickly and with a positive attitude

EmpathyRecognising and responding to the customer’s specific situation

slide6
Links to Commercial Outcomes

IMPACT ON ADVOCACY

Personalisation

Integrity

Resolution

Empathy

Time & Effort

Expectations

IMPACT ON LOYALTY

Loyalty Model Explanatory Power

Advocacy Model Explanatory Power

62%

63%

slide7
Excellence is Delivery of all Pillars

The Top 10

Top 10 Pillar Performance vs. Average

Battleground for 2014

slide8
Focus on Integrity

“Publicly act in the customer’s best interest at a micro and macro level, even at their own short-term expense”

The very best organisations…

Integrity Losers

Integrity Winners

slide9
Focus on Empathy

“Have an inherent flexibility within their internal culture which empowers their people to react to the customer”

The very best organisations…

Recognised a sub-par customer experience

Company-wide experience and culture audit

Programme of cultural change ‘Roadmap’

Creation of ‘Navigators’ – train the trainers

4th best place to work (Sunday Times 2012)

Most improved brand in CEE 2013 (17th)

slide10

Are you ready ?

Are you aiming high enough ?

slide11

CEE Top 10

Sector Average

Brand A

Level 1

Level 2

Level 3

Level 4

Level 5

Customer Centricity Maturity Levels

Initial

Developing

Engaging

Managing

Leveraging

Customer Experience Maturity

slide12

I saved her life for Christ’s sake and you are telling me I wasn’t nice to her?

Unnamed surgeon, Cleveland Clinic

slide13
Intra-Sector Myopia

7.60

7.50

7.40

7.30

7.20

7.10

7.00

6.90

6.80

6.70

6.60

Restaurant/F. Food

Retail

Average Continued Usage

Insurance

Financial Services

Service Providers

Travel

6 6.20 6.40 6.6 6.80 7.00 7.

Average CEE Score

slide14
The Pillars in Practice: ‘Means-End’

Benefits / Consequences

Psycho-Social & Emotional

Functional

Service attributes

Abstract

Concrete

slide15
The Pillars in Practice: ‘Means-End’

Benefits / Consequences

Integrity

Psycho-Social & Emotional

Act in my best interests

Functional

I trust you

Service attributes

All options I trust

Abstract

Proactive not pushy

Compliment my level of knowledge

Share competitor rates

Be really pleased to talk to me

Present a minimum of 3 options

Concrete

slide16
Summarising the path to excellence

Positive Customer Behaviour

The 6 Pillars

Means-End Chain

Maturity Modelling/Cultural Audit – Ready and Willing to Act