This document is an introduction to customer experience benchmarking presented by TribeCX. It defines customer experience as the blend of a company's performance and the emotions evoked in customer interactions. Consistently great CX comes from deliberately designed customer journeys. The presentation recommends customer mapping, metrics, and benchmarking to align an organization's strategy, tactics, culture, and learning around CX. It asserts that purposefully designed experiences across the customer lifecycle can improve business efficiency and customer effectiveness.

1. © TribeCX Ltd 2017
David Hicks
CEO TribeCX Ltd
QuestionPro, Sept 2017
Introduction to Customer Experience:
Aligning Your Organization Through CX Benchmarking

2. Vivek Bhaskaran, CEO David Hicks, CEO
Speakers

3. Customer Experience intelligence software to build better customer
relationships with people who are your customers to grow customer
lifetime value

4. Founders : Globally recognised leading CX Practitioners
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led : outcome focused
Calibrate your CX @ www.TribeCX.com
TribeCX: Brief Intro

5. Agenda: Practical advice to get into action
•Definition of Customer Experience
•Customer Mapping
•Customer Metrics
•Benchmarking
•Next Steps

6. Overview: Customer Experience - Definition
Customer experience is “a blend of a company’s rational performance
and the emotions evoked in all the interactions with the customer, across
all touch points”

7. Consistently great experiences don’t happen by chance.
They are the outcome of deliberately designed customer journeys.
The challenge is to get the entire business aligned behind a purposely designed experience that is
persistently and consistently delivered
Customer Experience - Definition

8. “People will forget what you said, people will forget
what you did, but people will never forget how you
made them feel”.
- Maya Angelou
Design for emotions
© TribeCX Ltd 2017

9. Purposefully designed
end-to-end CX drives
improvements in:
• Business Efficiency
• Customer Effectiveness
Customer Experience Leaders Outperform
© TribeCX Ltd 2017
Customer Experience
Laggards -38.7%
S&P 500 Index
16.2%
Customer Experience Leaders
45.1%
Customer Experience Laggards
-38.7%
Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies.
Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.

10. Fix
Standardise
Embed
Time
Customerexperiencequality
Tactical actions are not enough: It ALL needs to work
Functionally driven tactical
Experience improvements
will only get you a limited way
Concerted cross business effort to
purposefully design Experience and
align the organization to deliver it
Optimise
Develop core CX capabilities
Source: Bain & Forrester 2016
© TribeCX Ltd 2017

11. Most organizations have a long way to go
© TribeCX Ltd 2017

12. 12
Just start…it’s a journey!
Strategy/Vision
Tactics/Design
Ethos/Culture
Learning/Feedback
© TribeCX Ltd 2017

13. The Emirates Journey
© TribeCX Ltd 2017

14. © TribeCX Ltd 2017
Customer Experience is now a Competence -
not a Function

15. Customer Experience
is now in our DNA
A Perfect Product
Delivered by Caring People
In a Timely Fashion
Supported by Effective Problem Resolution Processes
© TribeCX Ltd 2017

16. © TribeCX Ltd 2017

17. 17
© TribeCX Ltd 2017

18. 18
© TribeCX Ltd 2017

19. © TribeCX Ltd 2017
Staying in front:
Co-creation
Differentiation
Premium Pricing

20. 20
© TribeCX Ltd 2017

21. Like to read more …?
REPRINT H03D2O
PUBLISHED ON HBR.ORG
DECEMBER 28, 2016
ARTICLE
CUSTOMERS
The Most Common
Reasons Customer
Experience Programs
Fail
by Ryan Smith and Luke Williams
Join TribeCX Linked in group
© TribeCX Ltd 2017

22. The CX approaches used by successful companies:
Metrics
Mapping
Benchmarking
© TribeCX Ltd 2017

23. © TribeCX Ltd 2017
DIFFERENTIATE!

24. © TribeCX Ltd 2017
24
Poll Time!

25. TribeCX : 4 Key Areas
• Distillation of global leading CX
practitioners ”how to” advice
• Practical / action / outcomes focused
• Agnostic / objective
• Largest database of CX capabilities globally
16+ countries
Goal: equip and inspire the organization to
do this for themselves
BECX ENGAGEMENT MODEL
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-in-class
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marks).
Vision: direction and purpose – ‘why we
do things’. It aligns customer experience
strategy across the organisation, both
internally and externally.
Design: answers the question ‘what we
do’. It directs the activities of customer
experience implementation and delivers
efficiency in execution.
Culture: defines ‘how we do things’. It
creates the right mindset and behaviours
to deliver on authentic experiences.
Learning: sharing ideas for continued
improvement. It ensures organisations
continuously better themselves.
© TribeCX Ltd 2017

26. © TribeCX Ltd 2017
TribeCX : Building the Benchmark

27. © TribeCX Ltd 2017
OverallRespondent
Vision
Design
Culture
Learning
TribeCX
Benchmark
Jan 2016
Multiple cross-business CX Maturity Assessment –
identify and share best internal practice

28. Now
Next
Later
Calibrate and build your CX Road Map

29. © TribeCX Ltd 2017
Take the Free TribeCX CX Readiness Assessment! (after webinar)

30. Want to learn more?
Just starting
Already underway
Expert
Global vibrant community on LinkedIn to learn more
Our site www.TribeCX.com
© TribeCX Ltd 2017

31. It only works
when it all works!
We can help:
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led : outcome focused
Calibrate your CX @ www.TribeCX.com

32. Questions?
David Hicks
Tel: +1 347 227 5182
David.Hicks@tribecx.com
www.tribecx.com
@TribeCX
London Office HQ
Suite 1307, 601 International House,
223 Regent Street, London, W1B 2QD, England
T: +44 7940 344924
Dubai Office
Suite 313, Building 10, Dubai
Media City, Dubai, UAE
T: +971 4 390 1997
New York Office
Suite 14D, 171 East 84th St
New York, NY 10028 USA
T: +1 347 227 5182
Vivek Bhaskaran
Vivek.bhaskaran@questionpro.com
www.questionpro.com
@QuestionPro