cem shoestring clearactionww1.prweb.com/prfiles/2008/12/08/1038494/cemshoestringclearac… ·...

CEM on aCEM on aCustom

Author, Univ

CustomeCustome

© 2008 ClearAction. All rights reserved.

a Shoestring Budgeta Shoestring Budgeter Experience Management

Lynn Hunsaker

versity Instructor & Professional Speaker

er Experience Improvement Strategister Experience Improvement Strategist

www.ClearAction.biz

Embrace Slowdow

EconomicDownturn

OpInnova


wn as Opportunity

pportunity to Strengthen ation & Business Processes

SustainableMarket

Leadership

Innovation & Business

1) Define C

2) Prioritize2) Prioritize

3) Refine C

Draw on Untapped

4) Innovate UntappedResources 5) Drive Inte

6) Build Bra6) Build Bra


Process Leapfrogging

ustomer Experience Personas

by Customer Lifetime Valueby Customer Lifetime Value

ustomer Listening

the Customer Experience

ernal Branding

and Affinityand Affinity

Define Customer Ex

Panoramic View of Customer Exper

Need UNeedAwareness

U

ComplaLogs

Sales/Service Reportsp

Surveys/Win-Loss Reports

CRM DataBlogosphReports Blogosph


xperience Personas

rience:

UsageUsageEnd

aint s Create or Enhance

Customer ExperiencePersonas

abase/here

Personas

here

Prioritize by Custo

Calculate CumulaCalculate Cumulaof a Customer’

• Apply to customer experience pers

• Policies for execs’ strategic decisio

• Guidelines for front-line employees


mer Lifetime Value

ative Profit Stream Over Durationative Profit Stream Over Durations Interest in a Brand Category

sona segments

on-making

s’ tactical decision-making

Refine Custom

PersonasMonitored?

Panoramic View?

Influencers of SentimentAcross Experience Spectrum?


mer Listening

CLVWeighted?

EmployeeInvolvement?

Incorporate Typically Latent Data?

Innovate the Cust

Stream to Dev Teams:Listening Data,Listening Data,

CLV & Personas


tomer Experience

Remove / PreventCustomer FrustrationsCustomer Frustrations

Make Things Easier,More ConsistentMore Consistent,

More Valuable

Drive Intern

Stream Relevant Listening Data Segments

to ALL Departments Cup

Handle ComplaintsSystematically Like ‘RMA’Systematically Like ‘RMA’

© 2008 ClearAction. All rights reserved.RMA = Returned Materials Authorization Process

al Branding

Make it Easyfor Employees to Accept

stomers’ Constructive Feedback

Good news is no news, No news is bad news,

Bad news is good news!

Make Action-Planning Easy &M ti t F ll Th h

CUSTOMER FOCUS MEASURES WORKSHOP

Execution andFeedback Plans

Voice of theCustomerCustomer

Perceptions

Customer Focus Measures(Internal - Leading Indicators)

1.

2

Customer Feedback(Voice of the Customer)

1.

2

Motivate Follow-Through

APPLIED MATERIALS

Improvement ActionPlans to Benchmarked

Targets

Customer SatisfactionMeasures

Customer Focus

Measures

2.

3.

Action Plan(Include Program Name, Owner, Completion Date)

1.

2.

3.

4.

2.

3.

Customer Satisfaction Measures(External - Lagging Indicators)

1. (Satisfaction Index)

2. (% Deterioration)

3 (% Improvement).4. (Competitiveness Index)

Title of Action Plan

%Problem Statement:

Goal:

APPLIED MATERIALS

M1 M2 M3 M4

Actual & Target

Deadlines

1.) __________________________________________________

2.) __________________________________________________

3.) __________________________________________________

Owner

Goal:

Owner:

Action Plan:

Build Bran

Reality Checks for Marketing & Sales

Messaging:Messaging:

Listening Data, CLV, & Experience Personas


Experience Personas

nd Affinity

Right AudienceRight Messageg gRight TimeRight Place

AdsPromosPitches

Be Creative

Draw on Untapped

OpInnovapp

ResourcesInnova


& Thorough

pportunity to Strengthen ation & Business Processesation & Business Processes

SustainableMarket

LeadershipLeadership

Free Report Written by


y 18 Thought Leaders

www.customerfutures.com

CEM on a Shoestringb L H k

Includes:

by Lynn Hunsaker

Free 1-Hour C


www.ClearAction.biz/cust

Consultation

omer-experience-Econ.html

Customer Experience Str

ClearAction Executive Mentoring: Clearly see what’s needed

Take your customer advocacy to the next leve

Prevent issues systemically

to take immediate action

- Prevent issues systemically

- Align effort with lifetime value

- Embrace negative feedbackg

- Innovate customers' full experience

Significant gains in revenue


Significant gains in revenue

rategist – Lynn Hunsaker

ClearAction Change Management:Clear the way

l:

Clear the way for organization-wide action

Auxiliary customer experience enablers:

Team recognition strategies- Team recognition strategies

- Leading indicator dashboards

- Marketing skills & operational efficiencies

- Interaction bridges

& profit simultaneously & profit simultaneously

Testim

“Lynn has taught us things that wShe has increased our efficiencyShe has increased our efficiencyI highly recommend her as a bus

“Lynn’s assistance was helpfulI look forward to working togethe

“Lynn is a superb strategist, diagShe is the most knowledgeable pin intertwining voice of the custo


monials

would not readily cross our mindsy & accuracy in many areasy & accuracy in many areassiness consultant”

er in future”

nostician, facilitator & team playerprofessional I know mer and marketing operations”

Tools & GOn-Demand Training Podcasts

Building Customer Relationships – hear sample:www.clearaction.biz/podcast.html

Upcoming eBook: “Experience Innovation”Feb’09 – more information at:

www.clearaction.biz/experience-innovation.htm

eBook – Templates, Worksheet, Tips!20% Discount Code: slideshare

www clearaction biz/metricsbook htmlwww.clearaction.biz/metricsbook.html

GuidanceCustomer Experience Optimization –

Delivering Your Brand Promise -- subscribe:www.clearaction.biz/blog

ml

Free 1-Hour Consultation:CEM on a Shoestring Budget:

www.clearaction.biz/customer-experience-econ.html

Lynn HunsakerLynn Hunsaker

408-687-9700

L @Cl A ti [email protected]

cem shoestring clearactionww1.prweb.com/prfiles/2008/12/08/1038494/cemshoestringclearac… ·...

Documents