Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Customer Experience Demystified

What it takes to achieve customer experience excellence, including your expectations, capabilities, and all hands on-deck approach.

See https://ClearAction.com

  • Login to see the comments

  • Be the first to like this

Customer Experience Demystified

  1. 1. Customer Experience Demystified Expectations, Capabilities & All Hands On-Deck LYNN HUNSAKER CHIEF CUSTOMER OFFICER
  2. 2. ClearAction Continuum 2© Copyright ClearAction Continuum. All rights reserved. When a customer’s reality is less than their expectations: . . . they look at it as a poor customer experience. When a customer’s reality matches their expectations: . . . they look at it as a good customer experience. It’s All About Expectation Sets
  3. 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. Select Get Use Capability Customer Experience = Reality ÷ Expectations Customers’ Realities versus Expectations Customer experience excellence is about perceived realities across everything customers employ to select, get, and use your solution, toward achieving the capability they’re seeking
  4. 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. Customers Buy Capabilities (Not Product per se) Capabilities Every purchase is about a capability • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) (What a Customer Wants)
  5. 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. What You Sell is a Means Toward Capabilities Capabilities Your offerings are a means-to-an-end • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) Your Offerings / Solutions (What a Customer Wants) (Means-to-an-End)
  6. 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. Capabilities Are Customers’ “Jobs-to-be-Done” Capabilities We buy because we have a job-to-be-done • To relax • To be entertained • To avoid pain • To grow • To live • To make money (serve B2B customers) Your Offerings / Solutions (Customer’s Job-to-be-Done) (Means-to-an-End)
  7. 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. A “Job-to-be-Done” Integrates Various Things Capabilities A customer’s job-to-be-done integrates your offering with other … Your Offerings / Solutions (Customer’s Job-to-be-Done) (Means-to-an-End) Integrated with Other Things • People • Processes • Products • Services • Technologies This is the bedrock of customer expectations
  8. 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. When Does Customer Experience Begin/End? Need Awareness Need Extinction Capabilities (Customer’s Job-to-be-Done) Customer experience begins when a customer is aware of needing a capability Customer experience ends when a customer no longer perceives need the need for that capability … as opposed to company-announced obsolescence or the last interaction with the company
  9. 9. ClearAction Continuum 9© Copyright ClearAction Continuum. All rights reserved. What Drives Customer Expectations? Need Awareness Need Extinction Capabilities (Customer’s Job-to-be-Done) Circumstances that trigger need awareness create an expectation set for a customer Circumstances A customer may have a different expectation set for each circumstance • Aspirational • Corrective • Risk avoidance • Other Segmenting customers by “expectation sets” streamlines what it takes to “manage to expectations”
  10. 10. ClearAction Continuum 10© Copyright ClearAction Continuum. All rights reserved. What Are Customer Expectations? Need Awareness Need Extinction Capabilities (Customer’s Job-to-be-Done) Built-in judgments measure goodness of functional & emotional needs toward achieving the capabilities Circumstances Functional: • Does it build the capability? Emotional: • Any personal consequences? • Any social consequences? Emotional Functional This is why organic customer feedback is so valuable to drive action company-wide
  11. 11. ClearAction Continuum 11© Copyright ClearAction Continuum. All rights reserved. Need Awareness Need Extinction Capabilities (Customer’s Job-to-be-Done) Circumstances Emotional Functional Everything Has a Ripple Effect on Customers Product Service Business Model Affinities Convenience Policies Processes Culture Your Offerings / Solutions (Means-to-an-End) This is why “all-hands-on-deck” company-wide is necessary for customer experience excellence
  12. 12. ClearAction Continuum 12© Copyright ClearAction Continuum. All rights reserved. “Jobs-to-be-Done” = A Guiding Light to All Customers’ desired capabilities & integrations are the growth-promoting context for roles company-wide. Most roles are typically viewed in a revenue context, or simply for the sake of completing tasks.
  13. 13. ClearAction Continuum 13© Copyright ClearAction Continuum. All rights reserved. Customer Experience Customers’ realities in selecting, getting, and using a solution that enables a capability they want. Customer Experience Management Discipline of treating your customer relationships as assets with the goal of engaging customers as brand advocates. Customer Experience Optimization Natural customer passion for a brand through company-wide alignment with buyer priorities for enduring revenue and profit growth. Customer Experience Enablement Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and enduring profit growth. . Customer Experience Defined
  14. 14. ClearAction Continuum 14© Copyright ClearAction Continuum. All rights reserved. Customer Experience ROI Building-Blocks All blocks work in tandem to maximize & sustain business results. Left-right flow. Start simply with a stepping stone in each block; build maturity over time. Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve. https://clearaction.com/cx-success-factors/
  15. 15. ClearAction Continuum 15© Copyright ClearAction Continuum. All rights reserved. Customer Experience ROI Success Factors In our 4-year study, companies with these practices tended to have stronger business results.
  16. 16. ClearAction Continuum Customer value performance momentum

×