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Customer Experience includes all of the steps a buyer takes to get and use a solution, from the time of a buyer’s realization of a

need until the buyer deems the need no longer exists.

Customer Experience Management is a composite of customer management efforts.

(Customer management efforts include CRM, customer care, and all other customer management efforts/tools.)

Customer Experience Optimization is company-wide alignment with buyer priorities to

grow both revenue and profit naturally.

(Go beyond the sizzle to the substance – hassle-free products, services, processes, and policiesare the primary source of memorable, recommendable, rebuy-ready experiences.)

An entity would not exist without customers. Hence, the purpose of your job & of your company is to serve customer needs,

with profit as a necessary and desirable byproduct of doing so. © Copyright ClearAction LLC. All rights reserved.

What is Customer Experience?

© Copyright 2013 ClearAction LLC. All rights reserved.

The Purpose of Business

“The customer is the foundation of a business & keeps it in existence. He alone gives employment.”

-- Peter Drucker, 1954

= Serve Customer Needs

Customers make paychecks & budgets possible ⋯ shareholders leave when customers leave

– not the other way around.

What Do Customers Buy?

DesiredOutcomes


What?Customers don’t want a product or service per se; they want a

desired outcome – something they intend to integrate with

other things to fulfill a “job-to-be-done” in their life or business.

Who?A customer is anyone who weighs in on the decision to get something and/or uses

what is obtained.

Customers are trying to run their business smoothly & satisfy their customers.Everything you do must support this.

Your Offerings / Solutions

What a Customer Wants

Means-to-an-End

What is the Customer Experience?

DesiredOutcomes


Emotional

Functional

NeedAwareness

NeedExtinction

Circumstances


Start / End?The customer experience begins when a customer is aware of a desired outcome,

and it ends when he/she no longer perceives that need.

What is Good/Bad?Functional and emotional value

judgments are intertwined across the customer experience.

What is Expected?The circumstance (trigger) driving the

buyer’s pursuit of their desired outcome shapes their expectations.

What You Provide is a Means-to-an-End

DesiredOutcomes

Means-to-an-End


Emotional

Functional

NeedAwareness

NeedExtinctionCircumstances

Your solution is a means to the customer’s pursuit of a job-to-be-done in their life or

business.



All of Your Work Impacts Customers

Product Service

Business Model

Affinities Convenience

Policies Processes

Culture

DesiredOutcomes

Means-to-an-End

Emotional

Functional

NeedAwareness

NeedExtinctionCircumstances

Your culture, processes, brand affinities, convenience, and business model – inaddition to your product/service – collectively impact the customer experience.




Customer Experience Spectrum is More Than Touch-pointsNeed

AwarenessNeed

Extinction

EvaluatingAlternatives

AdditionalInformation

SalesContact

Posters, Flyers, Ads, Word-of-Mouth, Website

OrderingActivities

FulfillmentActivities

Problem ResolutionCross-Sell, Community

Initial UseExperience

Familiarization& Learning

Usage Steps

Customer touch-points are managed by most companies to support the buyer’s evaluation of alternatives, need for additional information, initial use experience,

familiarizing and learning, and of course the product/service usage steps.

Typically, the company addresses customer touch-points through marketing messages,sales contact, ordering and fulfillment processes, and customer service to

resolve problems, cross-sell and build community among buyers.



AwarenessNeed

Extinction

InitiatingSituation

ConsideringNeeds

IdentifyingAlternatives


InitialAssessment


Decision Process

SalesContact


OrderingActivities





Adaptation,Extension,Disposal

Usage Steps

Look at the Whole Customer Experience

Further CX innovation opportunities exist by addressing the customer’sbehind-the-scenes steps in their pursuit to fulfill a desired outcome.



AwarenessNeed

Extinction



SalesContact


OrderingActivities




Integration withOther Solutions


Usage Steps

Customers Integrate Your Solution with Others

For the most accurate view of customer experience, center your thinking on the customer’s desired outcome – something they intend to integrate with other things to

fulfill a “job-to-be-done” in their life/business.

InitiatingSituation

ConsideringNeeds

IdentifyingAlternatives

InitialAssessment

Decision Process

Adaptation,Extension,Disposal


TotalCosts

MoneyTimeEnergy

Concern

TotalBenefit

ProductServicePersonnelImage

Effective Outcomes Efficient Outcomes

Cost/Benefit Analysis is a Subconscious Process

Buyers subconsciously “calculate” trade-offs of scenarios as value ratios of effective and efficient outcomes.


How effective were your outcomes?

How efficient were your outcomes?

For theexample

of a service yourecentlyreceived:

Mark each:+ desired- undesired

Exercise:

Value Quotient Weighs Desired/Undesired Outcomes

Desired Outcomes

Undesired Outcomes= Value Quotient

Outcome A Outcome B Outcome C Outcome D

Solution A

Solution B

etc.

Valu

e Q

uotie

nt

Circumstance

Ideal

TotalCosts

MoneyTimeEnergy

Concern

TotalBenefit


Effective Outcomes Efficient Outcomes


Customer Experience includes all of the steps a buyer takes to get and use a solution, from the time of a buyer’s realization of a need

until the buyer deems the need no longer exists.

(1) CX occurs far in advance of customer service, it is broader than touch-points and user experience, and its duration and components are determined by the customer, not the company.

(2) Transactions are COMPONENTS of CX, but not THE CX.

(3) Functional, emotional and social elements are customers’ built-in value judgments across the CX.

(4) Customers don’t buy a product or service per se; they buy a desired end-result, something they integrate with other things to fulfill a “job-to-be-done” in their life/business.

(5) The core of excellent CX is having the right product/service work the right way the first time and every time, supported by the right processes, policies, attitudes and decisions.

© Copyright ClearAction LLC. All rights reserved.

Emotional

Functional

NeedAwareness

NeedExtinction

Circumstances

DesiredOutcomes

What Customer Buys

Customer Experience Management is a composite of customer management efforts.

(1) Customer management efforts include CRM, customer loyalty, customer care, and other customer management efforts.

(2) Technologies are facilitators of CEM, but they are not in and of themselves CEM.

(3) If what you’re doing isn’t company-wide or addressing the full customer experience, then it isn’t truly CEM – it’s a “component” of CEM!

(4) Most efforts to manage CX begin with a focus on revenue growth – a company-centric view; it is best to focus on the buyer’s perspective as a more reliable means to revenue growth.


TotalCosts

MoneyTimeEnergy

Concern

TotalValue


EffectiveOutcomes

Efficient Outcomes

Customer Experience Optimization is company-wide alignment with buyer priorities to

grow both revenue and profit naturally.

(1) Prevention of surprises is the essence of CX optimization: delivering your brand promise and managing customer expectations.

(2) Doing it right the first time, by every functional area, naturally endears your brand to customers for natural demand and maximized positive word-of-mouth.

(3) Company-wide cross-functional collaboration is essential to innovate the customer experience for sustainable differentiation.

(4) Alignment of the company to the target buyer prevents wasted time and costs, for higher margins.


Product Service

Business Model

Affinities Convenience

Policies Processes

Culture

DesiredOutcomes

What Customer Buys

CEM articles, podcasts, statistics:www.ClearAction.biz/best-practices

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