We are entering an “experience economy” where customer experience isn’t just a nice thing to have...it’s a necessity for survival.

1. A Unified Commerce & Customer Experience Management Platform
Presented by: Scott E. Snyder | Founder & CEO of Sellution
www.sellution360.com
We provide the technology and infrastructure to help businesses thrive!
The Small Business Guide to
CUSTOMER
EXPERIENCE
MANAGEMENT
by: Scott E. Snyder

2. SELLUTION ®
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One of the most important things you can do for your business is
to create an amazing customer experience. Great experiences
lead to happy customers and happy customers lead to
successful companies.
CUSTOMER EXPERIENCE MANAGEMENT

3. SELLUTION ®
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Gartner sums it up pretty well with this definition:
“the practice of designing and reacting to customer interactions
to meet or exceed customer expectations and, thus, increase
customer satisfaction, loyalty and advocacy.”
WHAT IS CUSTOMER EXPERIENCE?
But as a company—how do you do it?

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I want to tell you my short and personal story surrounding my journey.
I was working in the promotional product industry developing electronic novelties
in China and selling them to distributors in the US.
My business was doubling each year and I felt like I was on top of the world.
However, I made a critical mistake.
I got sucked into feeling comfortable. I was convinced that I knew all there was to
know about my customers.
Boy, was I wrong.
Hi, I’m Scott Snyder
Scott E. Snyder
President & Founder & CEO
scott.snyder@sellution360.com
www.sellution360.com

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It was January, 2008, when the Great Recession took
grip of the economy. As fast as my business had doubled
it would soon be cut in half and it was going to get a lot
worse if I didn’t do something.
The people who I thought were my most loyal customers
stopped calling.
It was a punch to the gut that, to my surprise, had a silver
lining - It was the wake up call I needed.
I desperately needed to understand my customers’ needs
so I could hit them with genuine, effective marketing.
The Great Recession

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I started doing research knowing that I needed tools to
manage all facets of my business...
I tried relentlessly to get different programs, from
different vendors, with different databases to all work
together.
• CRM
• Marketing Automation
• E-commerce
• Point-of-Sale
• Customer Service
• and more…
Despite my motivation, I soon hit roadblock after
roadblock.
I was in the Integration Hellzone.
After mounting frustration, I made a decision.
SALES MARKETING CUSTOMER SERVICE
The Integration Hellzone

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I knew I needed a system that could truly connect me
with my customers and I was determined if it didn’t exist,
then I was going to create it.
And that’s when it hit me…
If I needed this so badly, so does every small
business.
As a result, Sellution was born.
The worlds first Unified Commerce and Customer
Experience Management Platform for Small Business.
I’m truly excited and privileged to have this opportunity
to share with you the best of what I have learned.
The Inspiration

8. SELLUTION ®
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Sellution Desktop
Manage your en+re
business and gain access to
real-+me business
intelligence.
Sellution Mobile
Empower your work force
any+me and anywhere.
Sellution POS
Seamlessly collect and sync
transac+onal data from our
Point-of-Sale app.
INTRODUCING SELLUTION
A Unified Commerce & Customer Experience Platform
Customer
Steve Ridley
Purchasing Manager
Promo Max
Los Angeles, United States 11:47AM
SaveSave Message
Store
Daily Planner
Deals
Marketing
Customer Support
Blog
Apps
File Manager
Contact Types
Profile Participants Related To Activity Dashboard
Section 2
Section 1
Income Monthly
Total Income 56%
40,122,200
User activity Low
This month 56%
40,122,200
Visits Today
New Visits 22%
40,122,200
Orders Annual
New Orders 35%
25,250
250
500
750
1000
Today Monthly Annual
104
Total orders in period 48%
104
Orders in last month 75%
104
My Profile
Steve Ridley
Promo Max
Profile
Status
Active
Primary Location
Los Angeles
Employee ID
15235251
Supervisor
Jim Brown
10:30 AM 100%
$31.50TOTAL
$5.50Tax (7.5%)
$45.00Subtotal
$0.00Discount
Clear Discount Options Items in Cart
% 2SALE ITEM
No Customer Selected
New Sale
Alpha T-Shirt
Large
$22.501
$22.501
Polo Shirt
#12134
Tank
#12135
Classic Tee
#12134
Classic Sport Jacket
#12134
Womans Sport Jacket
#12134
Sweat Shirt
#12134
Womens Pull Over
#12134
Jacket
#12134
Long Sleeve Shirt
#12134
Alpha T-Shirt
Large
PROFILE ADDRESS RELATED
Mobile IM WebEmail EditLeads
Steve Ridley
Promo Max
Task

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Customer Service
Marketing Automation
Ecommerce / Point-of-Sale
Task & Project ManagementFile Management
CRM
A Real-Time Pla,orm For All Customer Engagement Points
What is Unified Commerce?

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The Total Customer Experience
UNIFIED
COMMERCE
Service Anywhere
Engage & Sell In-Store
Personalize Interactions
Create Branded ExperiencesFulfill Anywhere
Engage & Sell Digitally
Powered by: SELLUTION
You Need Unified Commerce for:

11. ®
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Why did I tell you all this?
Because most businesses don’t have the infrastructure to deliver the total customer experience.
According to the 2016 BRP POS/Customer Engagement Survey,
85% of respondents indicate that unified commerce is a top
priority.
BRP conducted a survey of the top 500 North American retailers
and found that only 7% of retailers have been able to implement
Unified Commerce.

12. ®
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Don’t get left behind!
A study by Walker, one of the world’s most trusted customer study groups says:
By the year 2020 customer experience will overtake price and
product as the key brand differentiator.
That’s right. Soon, the customer experience will be more
important than what you’re selling.

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We are so used to the traditional ways of doing
business, yet technology and the customer’s
needs and wants are evolving.
Your competition can be searched on Google in a
matter of seconds…
How are you going to compete with another
company when you both have the same or
similar products?
You might have already guessed, it’s:
“The Customer Experience”
Let me explain
About 31,800,000 results
New Tab

14. ®
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52%
39%
35%
31%
28%
28%
28%
22%
Functional silos prevent custom data sharing
Corporate culture not aligned around customer needs
Missing key technology platforms to manage customer data
No common definition of customer centricity
Not equipped to manage customer issues
Insufficient expertise in data analytics
Focused on sales before customer
Lack of budget to execute customer-centric programs
What challenges do you face in achieving a truly
customer-centric organization?
Source-
CMO COUNCIL

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Where do you start?
It starts with the first people your customers interact
with — your employees.
If your employees create a good experience for the
customer, chances are they’ll wanna come shop with
you again.
That means everyone in your company — from the
CEO to the receptionist — must take customer
experience very seriously.
It also means you need a system like Sellution.
Your business depends on it.
Where do you start?

16. ®
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Source-
Temkin Group
Do your leaders operate consistently
with a clear, well-articulated set of
values?
You need to create a
customer-first culture
Define the core values that cover how
customers, employees, and vendors should
be treated at all times.
Purposeful
Leadership
Are your brand attributes driving
decisions about how you treat
customers?
Compelling
Brand Values
Are employees fully committed to the
goals of your organization?
Employee
Engagement
Is customer feedback and insight
integrated throughout your
organization?
Customer
Connectedness
1.
2.
3.
4.

17. ®
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INCREASE THE NUMBER OF CUSTOMERS
INCREASE THE AVG. TRANSACTION SIZE
INCREASE THE FREQ. OF TRANSACTIONS PER/CUSTOMER
RAISE YOUR PRICES
IDENTIFY YOUR CUSTOMER NEEDS AND DESIRES
DEFINE MOMENT OF TRUTHS
DESIGN THE CUSTOMER JOURNEY
EVALUATE & IMPROVE THE CUSTOMER JOURNEY
IN-SIDE OUT PERSPECTIVE OUTSIDE-IN PERSPECTIVE
The Organization Point-Of-View:
Objective is to Increase Revenue
The Customers’ Point-Of-View:
Looking for answers to a Problem or Need
There are two perspectives to consider:
How do we do this? How do we do this?

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Moment of Truth
Customer
Value
Optimization
Customer
Satisfaction
Curve
Inside-Out
Perspective
Design
Customer Journey
Define
Moment of Truths
Evaluate Customer
Journey
Outside-In
Perspective
Identify Friction and
eliminate friction
Closed Loop
Feedback
Target Operating
Model
Manage Customer
Experience
Analyze
KPIs
Measure
Performance
Customer First
Culture
Achieve Customer Centricity
You Need to Embrace Both Perspectives

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The Moment of Truth
ZERO
Moment of Truth
STIMULUS FMOT
First
Moment of Truth
TMOT
Tell
Moment of Truth
PURCHASE
DECISION
SMOT
SECOND
Moment of Truth
ZMOT - Zero Moment Of Truth
Zero Moment Of Truth is where consumers are researching products online and making
decisions based on whether to make the purchase or not. The company doesn’t even know
the consumer exists.
FMOT - First Moment Of Truth
The small 3-7 second window a consumer first comes into contact with a product in-store or
online. It’s the short time where marketers will lose or win sales.
SMOT - Second Moment Of Truth
The customer has made the purchase and is now evaluating whether or not the product
delivers on its brand promise.
TMOT - Tell Moment Of Truth
The mind of the customer is now decided and they’ll leave their feedback and opinions. This
can stay in their head or they may tell other people post opinions on social media -
Regardless if it’s positive or negative.
MOMENT OF TRUTH DEFINED:
When the consumer comes into contact with any aspect of a company, and has the
opportunity to form an impression.

20. SELLUTION ®
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Where do you start?
The customer lifecycle starts way before a
transaction is made. It starts as soon as a potential
customer becomes aware that you exist.
This first interaction (the awareness stage) drives
them toward the purchasing process (buyer journey),
and eventually to a post-purchase process (customer
journey).
Together these 3 steps make up the:
“Customer Experience Lifecycle.”
Your ultimate goal is for your customers to become
advocates for your brand!
The Customer Lifecycle
1. AWARENESS4. ADVOCACY
2. EVALUATION3. PURCHASE
BUYER JOURNEYCUSTOMER JOURNEY

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The Outside-In Perspective
Implementation Strategy
Current
Operating Model
Target
Operating Model
Measure
Customer Reaction
Deliver
Great Experience
Identify
Customer Need
Discover Conceptualize Validate DeployUnderstand
What are we deliver-
ing today?
What has to change to
create the desired
Experience?
Test changes.
Measure customer
reaction
Increase SalesWhat do we want to
deliver?

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How do you do this?
PERSONA
INSIGHT
MAPS
CUSTOMER
JOURNEY
EMOTIONAL
JOURNEY
CUSTOMER
JOURNEY
MAPPING
TOUCHPOINT
MGMT
CUSTOMER
JOURNEY
TRACKING
CX
DASHBOARD
WEB
CONTENT
ANALYTICS
PAIN
POINTS
TOUCHPOINT
MAPPING
BRAND
SUCCESS
POINTS
MARKET
INTEL.
SURVEYS
Customer Experience (CX) Management

23. ®
Visit Us: SELLUTIONVisit us:
Scott E. Snyder
Founder & CEO
scott.snyder@sellution360.com
www.sellution360.com
A Unified Commerce & Customer Experience Management Platform
Thank you!
SELLUTION ®