What is Customer Experience (CX)?

What is Customer Experience (CX)?

The Customer Experience Experts

www.market-awareness.com

Monthly CX/CI Webinar Series:


VoiceoftheBusinessAcademy.com

•  On-demand courses, roadmaps, testing

•  Accreditation and certification

•  “How” in addition to “why”

•  Templates to implement in your organization

•  Created by professionals who have implemented in the real-world

•  Organizations can select courses to create their own training programs


Quick Introduction of Webinar

So What is Customer Experience (CX)?



Quick definition:

Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. It is measured by the individual's experience during all points of contact against the individual's expectations.



Quick definition:


•  It is not a simple number



Quick definition:


•  It is not a simply number •  It is unique to each organization


CX, Net Promoter Score and CSAT



Limitations:

1.  Don’t tell you “why”



Limitations:

1.  Don’t tell you “why” 2.  Biased samples



Limitations:

1.  Don’t tell you “why” 2.  Biased samples 3.  Lack continuity


What Does CX Look Like?



•  You can only measure it by asking the customer



•  You can only measure it by asking the customer •  Most organizations use Primary Research to obtain customer data



•  You can only measure it by asking the customer •  Most organizations use Primary Research to obtain customer data •  Leverage key performance indicators (KPI’s) to obtain “measurable” data (one KPI

might be Net Promoter Score)


Using Net Promoter Score (NPS) as a KPI








Top Reasons CX Programs Struggle



•  Unsure what to measure



•  Unsure what to measure •  Don’t measure on a continuous basis



•  Unsure what to measure •  Don’t measure on a continuous basis •  Lack of disseminating CX data



•  Unsure what to measure •  Don’t measure on a continuous basis •  Lack of disseminating CX data •  Lack of understanding the priorities from the customer data


Steps for Creating a Measurable CX Program


Steps for Creating a Measurable CX Program


Steps for Creating a Measurable CX Program (step 1)




STEP 1 Components: •  Identify customer segments that matter most



STEP 1 Components: •  Identify customer segments that matter most •  Depict customer journeys for those segments







STEP 3 Components: •  Generating measurable KPI’s



STEP 3 Components: •  Generating measurable KPI’s •  Generating open-ended questions





STEP 4 Components: •  We don’t recommend relying on surveys



STEP 4 Components: •  We don’t recommend relying on surveys •  Primary research: human-to-human discussions







Traits of Great CX Programs

•  Only great if they inspire others to act



•  Only great if they inspire others to act •  Provide a sense of purpose and actually inspire



•  Only great if they inspire others to act •  Provide a sense of purpose and actually inspire •  Allow the right people to act on the customer data



•  Only great if they inspire others to act •  Provide a sense of purpose and actually inspire •  Allow the right people to act on the customer data •  Regular updates and engagement


Customer Experience (CX) Conclusion



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