customer

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Customer experience CX (Customer Experience) = The sum of the customer’s experiences across all channels for all products and services throughout the relationship journey with the Brand, based on:

EFFICIENCY

EMOTION

SIMPLICITY

Brand experience:

The way in which a Brand comes to life in the minds of the public: it enables the construction and alignment of the customer experience.

Customer journey All the stages of the interaction between customer and company via all channels (website, branch, mobile apps, etc.)

COMPANY

CUSTOMER

LIFECYCLE

HEAD OFFICE NETWORK

New customers Move upscale Up-selling Retention Ex-Customer

User experience (UX):

The way in which a website or app (and, by extension, a channel) is perceived by its users in terms of its ease-of-use, navigation and content.

LIFE EVENTS

Segmentation

Births Studies Marriage Children Retirement Death

The importance of measuring emotions “MOMENT OF TRUTH“

“NPS“

STAFF VOICE

= Net Promoter Score = Satisfaction index

The moment at which a positive or negative impression of a company is created

“HAPPY“

“WOW“

An experience that exceeds expectations

“INDEX OF EFFORT“ = Pain Point = Annoyance

CUSTOMER VOICE

“UNHAPPY“

Innovation Process, Product & Service Improvement

C O M M I T M E N T SALES

PRODUCTIVITY

SATISFACTION

more loyalty

more self-service

more recommendations

%

%

%

12% of customers are loyal to a brand and account for 70% of its sales. (source: Customer Insight Group, 2012)

By 2020, customers will manage 85% of the relationship with a company... with no human intervention. (source: Gartner)

Produced in cooperation with Laurent De Vivie (Head of Customer Experience, IRB Retail & SME)

The correlation coefficient between CX and NPS is very high (0.679) for Banks (compared with 0.618 for Retailers). (source: Forrester) DOWNLOAD THE FILE