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Week2CXDStrategy1.pptx
| Week | Learning Outcome | Reading materials | Teaching Activities | Assessments |
| 1 28th May | 1.Discuss course content, expectations and evaluation mechanisms 2.Explain Customer Experience(CX), Customer Experience Design(CXD), Customer Experience Management. 3.Describe the 6 disciplines of CXD operating within the business ecosystem and the financial impact to businesses. | Chapters:1,2,3,4 (Text book "Outside In" = OI) | Icebreaker, Introductions Lecture Class discussions and participation Class participation rubric | Preparation for week 2: Form teams for cases ( use format provided by professor): Case 1UA : Individual Case 2 UA ( Part 1 and 2) : 3 in team Reflection : Individual Case 3KT : 3 in team Course policy agreement UA= United Airlines KT = Korea Telecom |
| 2 4th June | 1.Describe the formulation of a company strategy arising from vision, mission and purpose. 2.Explain how the CX strategy aligns with overall business/company strategy. 3.Define the six areas of a CX strategy using digital as a medium. 4.Describe how the CX strategy is shared across the business enterprise. | Discipline 1: Strategy Chapter 5 (OI) | Quiz 1 at 3.30pm ( with password) Lecture Class discussions In class exercise ( graded for participation) Establish term case discussion groups Briefing : Case 1 : Individual : United Airlines (Mother and baby on board UA flight) : 5 marks | Collect names for Cases. Students to use format provided by professor to give team names. Course policy agreement. Preparation for week 3: Case 1 due This is an individual case |
Quiz # 1
Go to e-centennial: Assessments Quizzes Quiz #1
You have 10 minutes to complete it
Password : AB04
Start now.
I will post student performance by the of the day
We will have two 5 minute breaks during the presentation
Please do keep a glass of water as you listen and participate.
Avoid sugary drinks.
We must keep hydrating ourselves.
Week 1
Quick Recap
Look at your organization through your customers’ eyes and be as constructively critical as you can be; look for the “soft underbelly” of your business that can be the most cumbersome and arduous part of the way a customer does business with you.
Whether this is with your sales, billing, or on-boarding, keep asking yourself, ‘Does this obey the Golden Rule?’.
What is NOT
Customer Experience ?
It is
Not soft and fluffy – not only about loving your customers but offering them products and services that meets their needs and helps them lead a fuller, richer and friction free life.
Not customer service – customer service is transactional – the cashier at Walmart helps with billing your purchases. But the experience that preceded the billing as you shopped will matter more to you should you wish to return.
Not usability – yes, the product is easy to use but what the customer is valuing is her experience as she learnt about and evaluate the product, tried to buy it, tried to use it and maybe tried to get help with a problem. And more importantly how she felt with those interactions: excited, happy, nervous, anxious, disappointed and frustrated.
It is about the journey and the ecosystem
It is about empathy, functionality, ease of use and the emotional connection
To Re-engage = drive Loyalty
To gain Loyalty you do three things:
Get customer to buy more.
Get customer to buy more frequently.
Get larger share of customer wallet.
If you don’t have the larger share of wallet
then be assured that your customer is also buying the same products/similar products from another store.
What is
Customer Experience ?
It is how customers perceive their interactions with your company at every moment of truth, at every touch point and along every step of their journey
Perception is your sixth sense. It is psychological (reasoning based upon experiences) quite unlike a sensation.
Two people can have different perceptions about the same thing even though they may have the same sensation.
Customers perceive their experiences at
three different levels:
Meets needs - Effective
Easy - Ease
Enjoyable - Emotion
In the Fedex example the employees were
great at delivering the first two parts of the
pyramid but they were not successful with the
third part ( enjoyable) when they failed to grasp
how customers felt about the shipping process.
And your thoughts on:
Krispy Kreme ?
United Airlines ?
Tesla ?
Concept: Dr Elizabeth B.N.Sanders
The Customer Experience pyramid – The 3 E’s
/ Emotion
Effective
What is
Customer Experience Design?
The discipline of Customer Experience Design covers:
Understanding customer needs,
Creating products and services- physical or digital or both that address these unmet needs,
Responding proactively or reacting to customer interactions in ways that consistently meet or exceed customer expectations.
Preparing YOU for the PHYGITAL Economy
Week 2
CXD Strategy
Customer Experience Design
The 6 essential Customer Experience Disciplines
CXD Strategy
Customer Understanding 1/2
Customer Understanding 2/2
Design
Delivery
Measurement 1/2
Measurement 2/2
Governance
Culture
Today’s class
Company’s overall business and brand strategy
4.What is Strategy?
2. What is Mission?
1.What is Vision?
3. What is Purpose?
https://www.comparably.com/companies/capital-one/mission
Customer Experience as a key component of Vision
1.What is Vision?
A mission statement often informs the vision statement, which describes where the company aspires to be in the future. What is our goal?
Our goals are simple: to serve our customers better, to always be relevant in their lives and to form lifelong relationships. And while serving our customer face-to-face is the foundation and hallmark of how we've historically served them, today customers seek our service in new ways. Speed, convenience, innovation, and personalization have become cornerstones of the customer experience. Guided by these new needs, we continue to invest in the cross-channel experience, combining the accessibility of a pure online experience with the high-touch inclusivity of our stores.
Be relevant. Form lifelong relationships. Use Hi tech and Hi touch
https://shop.nordstrom.com/c/company-history
Physical
Digital
COVID -19 will drive digital experiences
but will not lead to the end of human needs to experience physical transactions
2. What is Mission?
Why do we exist ? What is our business? How will we reach our goal?
In our store or online, wherever new opportunities arise- Nordstrom works relentlessly to give customers the most compelling shopping experience possible.
The one constant? John W. Nordstrom's founding philosophy: offer the customer the best possible service, selection, quality and value.
Why do we exist?
What is our business?
Why does a business exist?
Why does a business exist ?
The answer always is :
To make money.
But how do you make money?
A business exists to GET, KEEP and GROW customers.
When it does these three things consistently, it will make money.
If any one of these three activities fail, the business will not make money
Get = acquire, Keep = retain and Grow = get the customer to buy more from you.
Why do we do what we do?
Our goal
Employees need a higher purpose. They need to have a reason to come to work besides increasing sales and profits and getting a paycheck.
Millennials are seeking meaning in their work world as well as in their personal lives.
They are interested in working for an organisation that will leave society and the environment better off.
Customers want to have a relationship with brands that whose values are reflected in the organisation’s higher purpose.
PURPOSE is an unshakeable reason of why a business exists.
Brands need a purpose. Beyond a promise.
Why do we do what we do?
Disney: Attacking kid obesity
Nearly 15 years ago, Disney made dramatic changes to upgrade the healthiness of in-park food offerings and Disney Channel TV advertising. These initiatives have made the Disney brand a leader in the fight against childhood obesity.
Purpose Brands
Dove: Achieving real beauty, building self-esteem
Videos tied to Dove’s purpose garnered over 35 million views on YouTube within 2 weeks and generated viral unpaid exposure worth over $150 million.
Nintendo: Activities for active families
With the introduction of Wii, Nintendo reshaped their brand as one that makes games the whole family can participate in, as well as transforming the sedentary reputation of video games into a more active one.
What is a brand?
Confidential
The Power of Purpose to build CX
4. What is Strategy?
As strategy is a plan of action that uses a unique value proposition to
(1)create a new market or
(2)expand the existing market creating a clear distinction between competition.
Dollar Shave Club
4. What is Strategy?
As strategy is a plan of action that uses a unique value proposition to create a new market or expand the existing market creating a clear distinction between competition.
The Impact of a NOT well thought through strategy
Gillette’s share of the men’s-razors in the US fell to 54% in 2016, down from more than 70% in 2010. P&G slashed prices in an attempt to protect market share, but sales volumes have still declined, and their market share fallen.
$200 plus
$25/4 blades
New, focused market
Clear distinction between competition
https://www.youtube.com/watch?v=NY4myVa5Wkw
This is not Strategy
This is a WISH list
Michael Porter on Strategy
As strategy is a plan of action that uses a unique value proposition to create a new market or expand the existing market creating a clear distinction between competition.
What is strategy?
We’ve defined Corporate STRATEGY
What is Customer Experience Strategy?
Company’s overall business and brand strategy
CXD Strategy
Alignment of strategy
The customer experience design strategy defines
the actionable plans in place to deliver a positive, meaningful experience across those interactions.
We’ve defined STRATEGY
What is Customer Experience Strategy?
There is no one size fits all CX strategy.
Cost leader- Volume price leader
Membership - Exclusivity
Innovation- Design & Experience
CX, Low prices, Convenience,
Wide selection of merchandise
Streamlined experiences,
appealing, rewarding
“Freshly baked clothes”: Short lead times, Low quantities
(artificial shortage), more styles (12000 a year)
Core values
beauty, clarity, functionality and sustainability
Definition:
If customer experience (CX) refers to the sum of every interaction a customer has with a business, both pre- and post-sale,
the customer experience strategy defines the actionable plans in place to deliver a positive, meaningful experience across those interactions.
a. When defining your customer experience strategy, you want to ensure that you're including all departments, not just the folks in customer-facing roles. ( The ecosystem of the entire company)
b. By incorporating feedback and insight across the company, you'll find it's easier to align the organization around the intended goal: improving the customer experience and relationship.
What Is a Customer Experience Strategy?
https://www.youtube.com/watch?v=kJ7m5dND0RQ
David Godsman, chief digital officer of The Coca-Cola Company, discuss how tech helps CX by offering simple, frictionless processes and reducing cycle times for new recipes or packaging.
Preparing for a digital world
Building a Better McDonald’s by Continuing to Transform the Employee and Customer Experience
https://www.youtube.com/watch?v=5wouvrMbf8c
Read article
Any Questions ?
Time to take a 5 minute break ?
Preparing for next week/s
1
2
Submission due: Wednesday, June 10th, 11:59pm
Soft copy in Drop Box
Individual assignment
Case 1: United Airlines : Mum’s in flight experience
1
Review in class presentation: Introduction to CXD
The Golden Principle
Responses of UA and Tesla CEO, Krispy Kreme server
Customer Journey, touch point, moment of truth
The Ecosystem
How does the mum’s experience fit with the “ Customer Experience
Pyramid”? – Effective, Ease, Emotion
You must use these concepts when writing your assessment of the case
Maximising your grades:
Referring to the concepts taught in class is key.
You must apply them to your responses on all case studies.
While I value your independent thinking, I value your using in class material.
This is key to build your learning and appreciation of the course.
Customer Journey Mapping workshop – Brian Walsh
Online Workshop Date : To be confirmed
Attendance is mandatory
You must complete an assignment after this workshop
Assignment is graded: 5 marks
This is a 100% interactive activity , no speeches
Journey Mapping is a critical learning tool in CXD
After experiencing this workshop, you will appreciate the value and complexity of CXD
2
Please stand up and Introduce yourself – 2-3 students per class
First and Last Name? Preferred Name?
Where are you from? What brought you to Canada?
What were you doing before Centennial?
Program?
What do you want to learn in this class?
Plans after Centennial?
IF there was one person you would like to meet and have dinner with, who will it be?
Passions / Hobbies / Talent or Experience
Confidential
There are six key areas that define digital customer experience strategy:
Reachability: What channels is your business active on? How are these channels being used?
Service convenience: Can customers self-serve? What types of channels are being used to provide service?
Purchase convenience: Is there friction in the purchase process?
Personalization: How well does your business meet/cater to individual customer needs?
Simplicity and ease of use: Are service/informational channels optimized for mobile? Is the customer journey bogged down or straightforward?
Channel flexibility: Is context about the customer being used and applied across all channels? Is there a history of behavior, transactions, and conversations across touch points available for each customer?
How to Define a Customer Experience Strategy ( example: Digital CX)
………..customer experience strategy defines the actionable plans in place to deliver a positive, meaningful experience across those interactions.
1. Reachability
How are our customers communicating on this channel already? And how can we use this information to make our outreach feel more native?
Reachability can serve as a helpful competitive advantage if you execute it properly, so it's important that your business has a clear understanding on your customers' preferred channels, and are providing reliable, consistent service through them.
Experience is the new product
Time is the new price
Attention is the gift company’s
wish to receive from their customers.
(Attention is the scarcest resource today)
Reachability
Service Convenience
Purchase Convenience
Personalisation
Simplicity and ease of use
Channel Flexibility
2. Service Convenience
Think about it: If a customer has a question on the weekend, do they have to wait until Monday to reach out? Or do you have a 24/7 live chat feature enabled to meet their Saturday needs?
Something as simple as having a polished, up-to-date-knowledge base on your website is a best practice that provides customers with the ability to service themselves without having to reach out for help.
Reachability
Service Convenience
Purchase Convenience
Personalisation
Simplicity and ease of use
Channel Flexibility
A knowledge base ( FAQ++) is a library of information about your product or service. It helps customers find answers to solve problems on their own and -- if you do it right -- a good knowledge base can scale out your customer support program while improving the overall customer experience.
Source: Forrester and Gartner
3. Purchase Convenience
Nordstrom -- a luxury department store known for its impeccable service -- recently launched a new customer experience tool aimed at improving purchasing convenience.
making it easier for customers to shop in the way that they want to,
enables app users to select items they like
book to have them set in a fitting room for them in the store of their choice, ready to try on in person.
Convenience- try on clothes when and where it's convenient for them.
Exposes customers to thousands of other products they might be interested in purchasing.
Key features:
Creating delightful experiences
Reachability
Service Convenience
Purchase Convenience
Personalisation
Simplicity and ease of use
Channel Flexibility
3. Purchase Convenience
I've worked in an era of loan issuance moving from 2 weeks to a week to days and then hours.
We struggled to lower costs of acquisition while always having constructive battles with the credit folks. ("Sorry, you cannot accept an applicant who does not have a land line at home!!").
XWBank manages 40 million loans with a default rate of one in a million.Customers are onboarded fast. They just need to hold their ID against their face and take a selfie.
And 99.6% of customers are approved for a loan and onboarded immediately
Average processing time for the whole approval cycle is 40 seconds – all driven by software.
MYbank has a slogan of 3-1-0
3 minutes to apply for a loan,
1 minute to be approved and
Zero human involvement
Convenience – Walmart + e-commerce
Shopping as play- Toys R Us + e-commerce
Shopping as exploration : social commerce – Nordstrom phygital
Shopping as entertainment : social commerce( next slide)
The many faces of purchase experience
Digital is not only changing customer behavior
but also their expectations for the shopper experience.
Shopping is now entertainment, not a task to be completed
4. Personalization
Classic 4 P’s
Product
Price
Place
Promotion
Modern Marketing
Purpose
Promise
People
Personalization
Personalization (when done right)
serve as a sign of respect for their loyalty and business.
signals that your business is interested in strengthening the relationship by continuously working to provide better service, suggestions, support, etc.
Data is a vital fuel. By learning about location and style preferences through the Nordstrom Reserve Online & Try On In-Store program, the retailer is able to incorporate personalization in a scalable way.
Reachability
Service Convenience
Purchase Convenience
Personalisation
Simplicity and ease of use
Channel Flexibility
5. Simplicity & Ease of Use
Amazon embodies simplicity and ease of use in their checkout process by enabling Amazon Prime members to buy an item with just one click
: Make it simple enough for a 10 year old child to navigate
Reachability
Service Convenience
Purchase Convenience
Personalisation
Simplicity and ease of use
Channel Flexibility
6. Channel Flexibility
Omni-channel
provides customers with an integrated, seamless experience -- even when moving from desktop to mobile or social media channel to live support.
the customer experience should be the same across platforms and channels
there must be a 360-degree view of customer interactions across all channels (digital and traditional) to monitor channel preference, usage, and customer journeys from the customer perspective.
begin employing a more fluid, contextual overall experience.
The Phygital Experience
Reachability
Service Convenience
Purchase Convenience
Personalisation
Simplicity and ease of use
Channel Flexibility
Quick Review
What are the 6 areas that define a DIGITAL CX strategy?
There are six key areas that define digital customer experience strategy:
Reachability: What channels is your business active on? How are these channels being used?
Service convenience: Can customers self-serve? What types of channels are being used to provide service?
Purchase convenience: Is there friction in the purchase process?
Personalization: How well does your business meet/cater to individual customer needs?
Simplicity and ease of use: Are service/informational channels optimized for mobile? Is the customer journey bogged down or straightforward?
Channel flexibility: Is context about the customer being used and applied across all channels? Is there a history of behavior, transactions, and conversations across touch points available for each customer?
How to Define a Customer Experience Strategy ( example: Digital CX)
REFRESH
R S S P P C
How Airbnb doubled it’s sales by a tweak to it’s customer acquisition strategy
A passenger experience strategy at ANA airports of Portugal makes them global leaders
From text book Page 74
Three roles that defined how airports can
create a passenger experience strategy:
The advisor- a knowledgeable resource that
helps passengers at the airport and informs them
of key information during and after the journey
The companion – a helpful guide who knows what
passengers like an creates a pleasant airport
experience through tailored facilities
The hero – a friend who provides help when
passengers run into trouble, providing reassurance
and helping them to get back on track
Francisco Pita
Head of Marketing Aviation
What do we learn from the success of ANA?
Q. Could Francisco and his colleagues have offered a list of new airport services without developing an
overarching corporate strategy ?
A. Of course
Q. Would these services have met passenger needs, generated incremental revenue for ANA and attracted
more airline routes?
A. Perhaps, if they were lucky
Q. Would these services have created a cohesive and consistent passenger experience, one that helped
travelers know what to expect whenever they flew into Portugal?
A. Definitely not
..and so our learnings are………………………………
3 key learnings on formulating a CX strategy
Remember this :
If customer experience (CX) refers to the sum of every interaction a customer has with a business, both pre- and post-sale, the customer experience strategy defines the actionable plans in place to deliver a positive, meaningful experience across those interactions.
Great CX does not happen by accident.
a. Your CX strategy must support your corporate strategy
b. Your CX strategy must match your brand attributes and values
3. Your CX strategy must be Specific, Clear and Measurable
1. Great CX doesn’t happen by accident
Great CX is a result of countless, deliberate decisions made by every single person in the CX ecosystem on a daily basis.
To align these decisions, employees and partners need a shared vision: a CX strategy.
Without this shared vision (a guiding light), decisions will be made in an ad-hoc manner.
A customer strategy that operates on the belief that
no one is a better, authentic trendsetter than the customer himself or herself
Core values
beauty, clarity, functionality and sustainability
Zara’s competitive advantage
1. Shorter lead times
2. Lower quantities(scarce supply)
3. More styles
4. Customer Co-creation
(designers and customers are linked)
Two rules
Give customers what they want
Give it to them faster than anyone else
1. Great CX doesn’t happen by accident
Great CX is a result of countless, deliberate decisions made by every single person in the CX ecosystem
on a daily basis.
To align these decisions, employees and partners need a shared vision: a CX strategy.
Without this shared vision (a guiding light), decisions will be made in an ad-hoc manner.
https://www.wsj.com/articles/gillette-bleeding-market-share-cuts-prices-of-razors-1491303601
Gillette, Bleeding Market Share, Cuts Prices of Razors
https://www.youtube.com/watch?v=QEU-MAZRhJs
https://www.youtube.com/watch?v=ZUG9qYTJMsI
2012
2018
2a. Your CX strategy must support your Corporate strategy
Bring ingenuity, simplicity and humanity to banking.
Corporate Strategy
CX strategy
Making banking as easy as stepping into a cafe
2b. Your CX strategy must match your brand attributes and values
https://www.fastcompany.com/40407506/what-airbnb-has-discovered-about-building-a-lasting-brand
1. instantly recognizable visually 2. universal value proposition 3. drive culture genuinely 4. go beyond product, stand for something 5. connect emotionally always
https://www.youtube.com/watch?time_continue=2&v=bbdF8Muiwtk
https://lbbonline.com/news/largest-airbnb-campaign-to-date-tells-travellers-to-live-like-a-local/
Brand Attributes
https://www.youtube.com/watch?v=mc9EuwKq96w
Sometimes, the best ideas are the simplest ones.
Inside Singapore’s Changi Airport there is a four-storey slide.
What on earth is a slide doing in an airport? Simple – it’s putting a bit of fun back into the customer experience.
Spend 30SGD within the airport, and in return you get two slide tokens. This is a great way of rewarding customers who would most likely be shopping within the airport anyway, and thus turning an automated and boring time spent waiting around, into a surprising, rewarding and entertaining experience.
62 million passengers in 2017
3. Your CX strategy must be Specific, Clear and Memorable
What makes for a SCM CX strategy?
Time to take a 5 minute break ?
9 ways to make CX Strategy Specific, Clear and Memorable
3a. Treat your employees as your first customer
3b. Build an emotional connection with your customers
3c. Get real (time) about your feedback
3d. Focus furiously on individual customer needs
3e. Practice Social Listening
3f. Use AI to your advantage
3g. Prove that you really, really appreciate your customers
3h. Liven things up with live chat
3i. Speak human
9 ways to make CX Strategy Specific, Clear and Memorable
3a. Treat your employees as your first customer
Engaged employees get and keep engaged customers
What has been critical for all of us at Southwest has been to clarify our Intent, and not just our Aspiration, as we move forward.
That intent is captured in our Vision, which is “To become the world’s most loved, the most
flown and the most profitable airline”
If we constantly demonstrate that care, respect and collaboration to our employees then it becomes something that they naturally demonstrate and live with our customers.
Cheryl Hughey- Managing Director Culture
3b. Build an emotional connection with your customers
https://www.youtube.com/watch?v=UrvaSqN76h4&sns=em
Technology is a huge enabler of CX but I believe that in a highly digitized world, emotion plays a bigger role
than logic when it comes to influence customers into decision making.
3c. Get real (time) about your feedback
Consider post-interaction surveys that can be delivered in real-time through programmed tools such as email or phone calls.
Starbucks, often sends an email survey to their customers immediately after a store visit.
The survey asks customer service questions specifically for the Starbucks location they had just made a purchase.
In the survey, they ask the customer to rank the friendliness of the baristas and speed of the service.
Don’t forget to link great customer feedback to specific customer support teams, as recognizing their contributions helps demonstrate what quality service looks like to other employees.
My CAA experience: How real time feedback led us to improve
the digital buying experience for Travel medical Insurance
3d. Focus furiously on individual customer needs
The power of Customer Co-creation
Feargal Quinn is the founder and president of Irish food distributor SuperValu.
He personally invites twelve customers to join him in a roundtable discussion twice a month.
He asks them about service levels, pricing, product quality, and
even about upcoming advertising promotions.
Quinn uses the feedback to evaluate store managers and to
improve the company’s strategic planning, and so far it’s working.
My Citibank, Spain experience: How having kitchen table conversations helped
us create a simple and easy to fill in loan application form
3e. Practice Social Listening
You can create wonderful customer experiences just by listening on social media.
One example comes from Tommee Tippee cups.
By listening on Twitter, the company came across a father who needed replacement of a limited edition Tommee Tippee sippy cup for his son, Ben Carter, who has severe autism.
These sippy cups were the only cups Ben would drink from.
So the father created a hashtag called #cupsforBen and the tweet went viral, garnering hundreds of thousands of retweets, likes, and shoutouts.
As a result, Tommee Tippee announced they would create a limited run of 500 of the discontinued cups, especially for Ben.
That’s how to turn listening into memorable customer service experiences.
3f. Use AI to your advantage
Mattress company Casper, for example, created a free chatbot especially for insomniacs.
To use it, customers simply text “Insomnobot3000” from their mobile phones and talk about whatever is on their mind and it will have a real conversation with you.
With the Insomnobot3000,
Casper is able to collect mobile numbers and send insomniacs
promotional offers and discounts for their comfy mattresses.
Casper pulled in $100 million in sales its first year of launching the chatbot.
Remember that all CXD initiatives must
Drive revenue
Lower costs
Reduce customer churn ( fewer customers leaving because of better experiences)
3g. Prove that you really, really appreciate your customers
https://www.youtube.com/watch?v=bUkN7g_bEAI
says “Thank you” in the most awesome way
Brand Promise : Delivering Happiness
As evidenced by : Full refund for upto a year
Brand meaning: We are a customer centric company that happens to sell bags and shoes
Zappos employee Steven Weinstein, holds the record for longest Zappos customer-service call.
10 hours and 43 minutes.
https://www.youtube.com/watch?v=PloPddCWAjE
3h. Liven things up with live chat
U.S. Patriot Tactical uses SMS-to-Chat services, allowing clients
to start a live chat with their support team via a simple text
message.
They display their ‘Text-to-Chat’ phone number on
their website, order receipts and packing slips to quickly facilitate communications around order inquiries, status and returns.
3i. Speak human
Tech-speak, legal-speak, jargon-speak.
Throw it all out the window when it comes to customer communication.
Health insurance, for example, is one of the most complex things that we need to buy: the language, policies, and coverage can be beyond confusing.
That’s why Oscar, a health insurance company from New York uses a simplified design website experience and easy to understand language to “speak human” to customers, and help them find a policy that works best for them.
They do this by asking simple questions like “How many doctor visits per year will you need?” and excluding words like premiums and deductibles.
Oscar was able to get 16,000 people to say yes to their plan selections and buying process in their first year.
That’s success any human can understand.
3j. Encourage engagement
Microsoft has a strong presence on Twitter, with a dedicated Twitter account to numerous themes including security, development, events, careers and customer service.
By covering all areas, Microsoft customers can interact and engage with every aspect
of the brand.
The various Twitter channels all serve a different purpose but what underlines them
all is engagement.
Ways by which you Microsoft encourages engagement is by
simply asking questions to start conversations,
take quick polls,
ask for feedback,
and comment on other blogs, chats, and forums.
sharing user generated content such as photos or videos of your products through contests or other incentives.
respond to your comments in a timely manner on social media.
When you respond quickly, customers are more likely to feel that your business values their feedback and will remember your response.
Each offering is linked to Twitter
Summary: Key learnings on formulating a CX strategy
1. Great CX doesn’t happen by accident
2a. Your CX strategy must support your Corporate strategy
2b. Your CX strategy must match your brand attributes and values
3. Your CX strategy must be Specific, Clear and Memorable
3a. Treat your employees as your first customer
3b. Build an emotional connection with your customers
3c. Get real (time) about your feedback
3d. Focus furiously on individual customer needs
3e. Practice Social Listening
3f. Use AI to your advantage
3g. Prove that you really, really appreciate your customers
3h. Liven things up with live chat
3i. Speak human
9 ways to SCM
So that is CX Strategy at it’s very best
BUT
How will you differentiate your customer experience in the minds of the buyers?
How can you align your strategy with customers’ real needs, behaviours and motivations?
This is where CUSTOMER UNDERSTANDING comes in with practices like :
- Social media listening
Ethnographic research
Customer Journey Mapping
Such techniques help companies get into the heads and hearts of their customers
Next Chapter : Customer Understanding
Next week
Thursday, 11th June
Second Discipline of CXD: Customer Understanding
United Airlines – Case 1 is due on Wednesday, June 10th: 11:59pm
Journey Mapping Workshop – Brian Walsh ( Will be confirmed)
