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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