creating the brilliant customer experience: a … .pdfbuilding your cx plan 1. start with the end in...
TRANSCRIPT
![Page 1: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/1.jpg)
1 ©2015 Alexander Consulting
CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A webcast for services and sales leaders
James “Alex” AlexanderAugust 20, 2015
![Page 2: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/2.jpg)
2 ©2015 Alexander Consulting
BEFORE WE GET STARTED
• The Webinar is “ listen only” and is being recorded
• A link to the session recording and a PDF of the slide deck will be sent to all registrants afterwards
• To submit questions, use the Question Panel of the GoToWebinar console
Visit the Service Strategies Network group on LinkedIn to continue today’s discussion
![Page 3: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/3.jpg)
3 ©2015 Alexander Consulting
ABOUT SERVICE STRATEGIES
• A global Service Improvement Company focused on the technology services marketplace.
• Offerings include consulting, training, certification, standards.
• Standards and certification programs for:– Professional Services Organizations– Technical Support Organizations – Field Service Organizations– E-Service
• Career development and training programs for professionals working in the service organization.
![Page 4: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/4.jpg)
4 ©2015 Alexander Consulting
JAMES “ALEX” ALEXANDER
Education:• Doctorate in human resources development.• University faculty member in the U.S., Europe, and Mexico.• Academic research focus was on accelerating learning.Professional experience:• In 1994 founded Alexander Consulting (a boutique consulting firm focused on building
brilliant services businesses within product companies).• Business partner with Service Strategies.• Hands-on sales and services consulting (strategy formulation, market intelligence,
voice of the customer research, service quality, sales effectiveness, culture change).• The services pundit for IBM’s 2003 Global Services Headlights program.• Served for six years as AFSMI’s (global services non-profit association) vice president
of professional services.• E-business subject-matter expert for the four-year duration of the U.S. Commerce
Department’s Inter-American E-Business Fellowship Program.• Spoken, consulted, and trained on selling services in 17 countries.• Has been designing training and learning systems for 21 years.• Averages 4.8 on a 5.0-point scale from participants of all customer-facing training.
![Page 5: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/5.jpg)
5 ©2015 Alexander Consulting
A FEW ALEXANDER CONSULTING CLIENTS
![Page 6: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/6.jpg)
6 ©2015 Alexander Consulting
WHAT IS CUSTOMER EXPERIENCE (CX)?
The customer’s perception of your organization’s performance including activities that do not directly touch the customer but that affect the customer’s overall experience.
![Page 7: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/7.jpg)
7 ©2015 Alexander Consulting
WHY IS CX SO IMPORTANT?
![Page 8: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/8.jpg)
8 ©2015 Alexander Consulting
THE BRILLIANT PERFORMANCE CHAIN
Source: Alexander, James. 2015. “Creating the Brilliant Customer Experience – Part One: The Brilliant Performance Chain.”
Capable & Loyal
Employees
Brilliant Employee
Performances
Brilliant Customer Experiences
Customer Success
Customer Loyalty
Robust MarketingQuality
Robust Sales Quality
Robust Services Quality
Profitable Growth
Brand Dominance
Performance Systems
FrontlinePersonnel
Targeted Accounts
BusinessResults
![Page 9: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/9.jpg)
9 ©2015 Alexander Consulting
BRILLIANT CUSTOMER EXPERIENCES: THE 7 THINGS CUSTOMERS, WANT, EXPECT, AND DESERVE
1. Deliver on the promise. 0 1 2 3 4 5 6 7 8 9 102. Transparency. 0 1 2 3 4 5 6 7 8 9 103. No Hassle. 0 1 2 3 4 5 6 7 8 9 104. Responsiveness. 0 1 2 3 4 5 6 7 8 9 105. Evidence You Care. 0 1 2 3 4 5 6 7 8 9 106. Fairness. 0 1 2 3 4 5 6 7 8 9 107. Control. 0 1 2 3 4 5 6 7 8 9 10
Never Always
Source: Alexander, James. Jan. 28, 2015. “Brilliant CX: The 7 Things Your Customers Want, Expect, and Deserve.” LinkedIn Pulse.
![Page 10: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/10.jpg)
10 ©2015 Alexander Consulting
WHAT DO CUSTOMERS OFTEN GET?
![Page 11: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/11.jpg)
11 ©2015 Alexander Consulting
HASSLE METER: HOW EASY IS YOUR COMPANY TO DO BUSINESS WITH?
1 2 3 4 5 6 7 8 9 10
![Page 12: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/12.jpg)
12 ©2015 Alexander Consulting
TRADITIONAL ROLE IMPACT ON THE CUSTOMER EXPERIENCE: NEW ACCOUNT
CLARIFY ISSUES
CLARIFY ISSUES
DEFINE REQMTS.DEFINE
REQMTS.EVALUATE CHOICES
EVALUATE CHOICES
MAKE DECISION
MAKE DECISION
EVALUATE RESULTS
EVALUATE RESULTS
BUILD THE BRAND
BUILD THE BRAND
PROMOTE OFFERINGS & CAPABILITIES
PROMOTE OFFERINGS & CAPABILITIES
QUALIFY GOOD
BUSINESS
QUALIFY GOOD
BUSINESS COMMIT TO
ACTIONCOMMIT TO
ACTIONDELIVER ON
THE PROMISEDELIVER ON
THE PROMISE
The Customer Decision-Making Process
The Business Development Process
Does work on time, within budget, and up to quality.
MARKETING SALES SERVICE
Determines fit. Defines appropriate offering to needs and customer success. Demonstrates the value.
Clear messaging that creates awareness, shows expertise, presents a value proposition, and generates interest.
![Page 13: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/13.jpg)
13 ©2015 Alexander Consulting
BRILLIANT SERVICES AND SALES PRO IMPACT ON THE CUSTOMER EXPERIENCE: EXISTING ACCOUNT
CLARIFY ISSUES
CLARIFY ISSUES
DEFINE REQMTS.DEFINE
REQMTS.EVALUATE CHOICES
EVALUATE CHOICES
TAKE ACTION
TAKE ACTION
EVALUATE RESULTS
EVALUATE RESULTS
BUILD THE BRAND
BUILD THE BRAND
PROMOTE OFFERINGS & CAPABILITIES
PROMOTE OFFERINGS & CAPABILITIES
QUALIFY GOOD
BUSINESS
QUALIFY GOOD
BUSINESS COMMIT TO
ACTIONCOMMIT TO
ACTIONDELIVER ON
THE PROMISEDELIVER ON
THE PROMISE
The Customer Decision-Making Process
The Business Development Process
Ongoing performance drives customer success
Trust in BSP compresses sales cycle and improves close rate
First source of new ideas to improve the customer’s situation
Sets appropriate technologies to business issues
Helps customer consider options
![Page 14: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/14.jpg)
14 ©2015 Alexander Consulting
BUILDING YOUR CX PLAN
1. Start with the end in mind: – Segment your customers.– Determine commonalities of “customer success.”– Establish focus, goals, and metrics by segment.
2. Create/enhance touch-point maps:– Start with “ideal.”– Next, determine the “is.”– Determine a realistic “should be” touch-point map.
3. Align technology to provide your customer-facing personnel with what they need when they need it.
4. Tailor by account as appropriate.5. Track, measure, adjust.
![Page 15: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/15.jpg)
15 ©2015 Alexander Consulting
IF YOU ARE IMPLEMENTING CLOUD BASED CUSTOMER SUCCESS MANAGEMENT, PLEASE PARTICIPATE IN THIS 4-MINUTE SURVEYhttp://sgiz.mobi/s3/Customer-Success
SURVEY: TRENDS IN CUSTOMER SUCCESS MANAGEMENT
![Page 16: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/16.jpg)
16 ©2015 Alexander Consulting
1. Key Employee Loyalty2. Key Customer Loyalty (NPS or Similar)3. Brilliant Customer Experience Score:
- Customer Effort Score (Hassle Meter)- Customer Complaints- Customer Service Recovery
MEANINGFUL METRICS THAT MATTER MOST
![Page 17: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/17.jpg)
17 ©2015 Alexander Consulting
WANT MORE INFO ON CREATING BRILLIANT CUSTOMER EXPERIENCES?
1. Enroll in the strategic account management workshop in Irvine, October 20 & 21…Click here to sign up (add link)
2. Attend the Customer Success Management workshop in San Diego on October 27 (part of Service Strategies Symposium) … Click here to sign up
For more information call David or Troy at Service Strategies: 858-674-6791.
![Page 18: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/18.jpg)
18 ©2015 Alexander Consulting
Q & A
![Page 19: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/19.jpg)
19 ©2015 Alexander Consulting
THANK YOU!
• www.alexanderstrategists.com• [email protected]• 239-671-0740
![Page 20: CREATING THE BRILLIANT CUSTOMER EXPERIENCE: A … .pdfBUILDING YOUR CX PLAN 1. Start with the end in mind: – Segment your customers. – Determine commonalities of “customer success.”](https://reader033.vdocuments.mx/reader033/viewer/2022060303/5f08d98c7e708231d42405e0/html5/thumbnails/20.jpg)
20 ©2015 Alexander Consulting
Join us at the
Service Industry SummitOctober 27 – 28 in San Diego
[email protected] – Corporate800-552-3058 – Toll Free