Every time a customer interacts with your brand, they have expectations of the interaction. These expectations are based on the promise the brand has made. Research shows that half the time the customer is disappointed which leads to churn and disloyalty. Bridging this expectation gap in the interaction cycle is critical for the brand and the business. It takes more than a piece of technology to achieve this. Listen to Shankaran Nair, President & Chief Strategy Officer - Servion, to explore how you can transform your customer experience. With over two decades of deep, seasoned experience and expertise, at Servion we know why the best brands turn to us.

1. Discover
Customer
expectations
Design
Compelling
interaction strategies
Deliver
The experience
your brand promises
CUSTOMER INTERACTION MANAGEMENT SPECIALISTS
The Art of Customer Experience
G. Shankaran Nair
Chief Strategy Officer
Servion Global Solutions
And Why It Is Not Working As It Should In Practice

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The What
&
Why of CX

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A Definition of Customer Experience
Customer experience is comprise of the cognitive, emotional,
physical, sensorial, and social elements that mark the
customer’s direct or indirect interaction(s) with (an)other market
actor(s).
Source: De Keyser et al. (2015); see also Verhoef et al. (2009)

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What is the ROI of Customer Experience?
ACSI Stock: Top ten ACSI
companies

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Technology
disruptions
in the CX
Journey

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The new customer journey
Source: Accenture, 2015
The path to purchase
used to be linear…
Expectation
Promise
Reality
Delivery
Evaluate
Discover
Consider
Purchase
Use
Dynamic Accessible Continuous
Branded content and channels
Open content and channels
Discover
Consider
Evaluate
Purchase
Use
Now, accelerated by technology, the
customer journey is…

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Where
we are
today –
the buzz
words

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CSAT is a misleading indicator of
Customer Loyalty
Source: CEB - Customer Contact Council Research

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Analytics activities are still focused on
revenue & cost
Source: IBM Analytics: The speed advantage, IBV, 2014
are using data and analytics
to improve customer
acquisition
are using data and analytics
to improve customer
experience
Organizational objectives
for use of data and analytics
22%
31%
Customer acquisition and experience
Operational efficiency
Financial / risk management

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Increasingly fragmented and siloed

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We need to
CHANGE!

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Three fundamentals to change
• Internal ownership
• External ownership
• Holistic system of systems approach to designing Cx

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Who is the single owner here?

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Three fundamentals to change
• Internal ownership
• External ownership
• Holistic system of systems approach to designing Cx

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Search/Pre-Purchase Journey
Behaviors e.g., need recognition, consideration,
search
Purchase Journey
Behaviors e.g., choice, ordering,
Payment
Post-Purchase Journey
Behaviors e.g., consumption, usage,
engagement, service requests
Who is the single owner here?
Total Customer Experience (t)

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Three fundamentals to change
• Internal ownership
• External ownership
• Holistic system of systems approach to designing Cx

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Servion’s CE Continuum

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By 2018, 80% of large organizations will architect a
customer engagement hub, yet only 5% will select the
correct technologies to make it work.
Strategic Planning Assumption
Source: Gartner

20. Discover
Customer
expectations
Design
Compelling
interaction strategies
Deliver
The experience
your brand promises
CUSTOMER INTERACTION MANAGEMENT SPECIALISTS
Thank you
shankarannair@servion.com