customer experience mastery make every interaction customer worthy

Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share 1

Visualize

Prioritize

Analyze

Monetize

Optimize

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Find out morein book @ AmazonOr just call meMichael R Hoffman908.350.3012

Customer Experience Mastery


The CxC Customer Experience Matrix Combines Customer & Business Perspectives, Cost and Processes for Strategic and Tactical Planning,

Execution and Measurement

What is the CxC Matrix?


A Customer Strategy Tool used to Visualize, Monetize, Analyze and Optimize our customer’s experience.

CxC Matrix Digitizes The EntireCustomer Experience


Digitizing or digitization[1] is the representation of an object, image, sound, document or a signal (usually an analog signal) by a discrete set of its points or samples. The result is called digital representation or, more specifically, a digital image, for the object, and digital form, for the signal. Strictly speaking, digitizing means simply capturing an analog signal in digital form.

McQuail identifies the process of digitization has immense significance to the computing ideals[which?] as it "allows information of all kinds in all formats to be carried with the same efficiency and also intermingled". (2000:28)[2]


VISUALIZE – Your Customer’s Process

Awareness Purchase Use Support

AdvertisingSearchReferralsSocial

SensorRFIDBluetoothStatic/Silent

PhoneChat3rd PartyIn-Person

POSMobileEcommerceAffiliates


VISUALIZE

Repair DisposeSelection SupportUsePurchaseAwareness

Customer Interaction + Interaction + Inaction = Customer Experience

Start Here:The CxC Customer Experience Matrix Algorithm Visualized

1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification

Geography

Digital

Store

3rd Party

Direct

Community


Early CxC Findings Come From Mapping Customer Life Cycle by Channels Used. Tip: from here ask which interactions are programmable? Who manages content, delivery, message, performance for each interaction?

1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification

Geography

Digital

Store

3rd Party

Direct

Community


*Yes, Big IOT Opportunity with CxCFramework

= Active Customer Interaction


CV-1(next shipment)


Step 1. Visualize

Geography

Digital

Store

3rd Party

Direct

Community

20

.

1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification

Every Interaction Cell Measures Cost and Revenue Opportunities

Interaction CostActual RevenuePotential Revenue



MONETIZE


Customer Experience (Process)

REVENUE COST

Traditional Thinking…Everybody get’s this.

Each Interaction has a cost to company, some have revenue & potential revenue


MONETIZE


Customer Experience (Process)

*Each Interaction has a cost to customer: time, travel, money

*Greatest untapped source for innovation, insight, competitive advantage. Amazon kind of gets this. Amazon is investing to own and license each box/interaction point in the CxC Matrix.


Customer Experience MatrixTM:


Customer Process

x

x

x

xxxx

x

x

x

x

x

xxxx

xxxxx

xxx

xx

x

xx xxxx

Bu

siness

Pro

cessSimple Customer Journey Map Links Customer Actions to Business Processes



Community

Outdoor

Affiliate

TV

Radio

Newspaper

Direct Mail

Email

Web

Call Center

Field Sales

Events

Retail

Branch


Customer Process

x

x

x

xxxx

x

x

x

x

x

xxxx

xxxxx

xxx

xx

x

xx xxxx

Ch

ann

el 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV

Add Monetization


Steps for Membership: Intro, Ship 1, Ship 2Event Event Event Event Event Event Seg/TrtResult Result Next Next Next Next Next Next Next

InputInput Input Input Input InputSegment Disp Disp DestDest Dest Dest Dest Dest Dest Input Dest Dest Qty Dest Dest Dest Total Dest Total

ProgOrder TransChanSys Trans# Chan# Group ProgOrder Trans

ChanSys Trans# Chan# Timing Qty % Revenue Cost Profit Profit LTV LTV

(months)

1 - receive CV offer CVIn Sele Web 4 3all Order A CVIn Nego Web 5 3 0 1000 100% 1000 $ - $ 0.20 $ (0.20) $ (200) $ 13.00 13000 " CVIn Sele Email 4 1all Order A CVIn Nego Web 5 3 0 500 100% 500 $ - $ 0.20 $ (0.20) $ (100) $ 13.00 6500

" CVIn SeleO/B TM 4 24all Order A CVIn Nego

O/B TM 5 24 0 2000 100% 2000 $ - $ 1.00 $ (1.00)

$ (2,000) $ 13.00 26000

" CVIn Sele DR TV 4 10all Order A CVIn Nego I/B TM 5 22 0 2500 100% 2500 $ - $ 2.00 $ (2.00) $ (5,000) $ 13.00 32500 " CVIn Sele Mail 4 23all Order A CVIn Nego Cont 5 25 0 5000 100% 5000 $ - $ 1.50 $ (1.50) $ (7,500) $ 13.00 65000

" CVIn Sele all 4 0allNo-Resp Ar CVIn Inform MDB 2 20 0 200000 100% 200000 $ - $ 0.10 $ (0.10) $ (20,000) $ - 0

" CVIn Sele Email 4 1all DNC A CVIn Inform MDB 2 20 0 100 100% 100 $ - $ 0.10 $ (0.10) $ (10) $ - 0

" CVIn SeleO/B TM 4 24all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 0

" CVIn Sele Mail 4 23all DNC A CVIn Inform MDB 2 20 0 200 100% 200 $ - $ 0.10 $ (0.10) $ (20) $ - 02 - place CV order CVIn Nego Web 5 3all Accept A CVIn Deliv Cont 8 25 0 1500 50% 750 $ - $ 2.00 $ (2.00) $ (1,500) $ 22.00 16500

" CVIn NegoO/B TM 5 24all Accept A CVIn Deliv Cont 8 25 0 2000 55% 1100 $ - $ 2.00 $ (2.00) $ (2,200) $ 22.00 24200

" CVIn Nego I/B TM 5 22all Accept A CVIn Deliv Cont 8 25 0 2500 60% 1500 $ - $ 2.00 $ (2.00) $ (3,000) $ 22.00 33000 " CVIn Nego Cont 5 25all Accept A CVIn Deliv Cont 8 25 0 5000 65% 3250 $ - $ 2.00 $ (2.00) $ (6,500) $ 22.00 71500 " CVIn Nego Web 5 3all Reject A CVIn Inform MDB 2 20 0 1500 20% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0

CVIn NegoO/B TM 5 24all Reject A CVIn Inform MDB 2 20 0 2000 15% 300 $ - $ 0.10 $ (0.10) $ (30) $ - 0

CVIn Nego I/B TM 5 22all Reject A CVIn Inform MDB 2 20 0 2500 15% 375 $ - $ 0.10 $ (0.10) $ (38) $ - 0 CVIn Nego Cont 5 25all Reject A CVIn Inform MDB 2 20 0 5000 30% 1500 $ - $ 0.10 $ (0.10) $ (150) $ - 0 " CVIn Nego all 5 0all Drop Ar CVIn Inform MDB 2 20 0 11000 [residual] 1925 $ - $ 0.10 $ (0.10) $ (193) $ - 0

3 - receive CV Intro CVIn Deliv Cont 8 25all Get Ar CVIn Coll Cont 10 25 1 6600 [residual] 5940 $ - $ 0.50 $ (0.50) $ (2,970) $ 15.00 89100 " CVIn Deliv Cont 8 25all Get Ar CVIn Use Cont 11 22 1 6600 [residual] 5940 $ - $ - $ - $ - $ - 0 " CVIn Deliv Cont 8 25all No-GetA CVIn Care Svc 12 27 1 6600 5% 330 $ - $ 1.00 $ (1.00) $ (330) $ 10.00 3300

" CVIn Deliv Cont 8 25all Undel A CVIn?Deliv? ?Cont? 8 25 1 6600 5% 330 $ - $ 1.50 $ (1.50) $ (495) $ 5.00 1650

" CVIn Deliv Cont 8 25allNewsltr Br NLIn Comm Email 14 1 1 6600 100% 6600 $ - $ 0.10 $ (0.10) $ (660) $ 8.00 52800

4 - pay for CV Intro CVIn Coll Cont 10 25allNo-Pay A CVIn Coll Cont 10 25 1 5940 40% 2376 $ - $ 0.50 $ (0.50) $ (1,188) $ 5.00 11880

" CVIn Coll Cont 10 25all Pay Ar ----------------- [no additional transactions] --------------------- 5940 [residual] 3564 $ 20.00 $ 0.25 $ 19.75 $ 70,389 $ - 0

5 - consume CV Intro CVIn Use Cont 11 25all Return A CVIn Care Svc 12 27 0 5940 20% 1188 $ - $ 0.50 $ (0.50) $ (594) $ 5.00 5940 CVIn Use Cont 11 25all Use Ar CV2 Deliv Cont 8 25 0 5940 [residual] 4752 $ - $ 2.00 $ (2.00) $ (9,504) $ 30.00 142560

6 - receive CV ship 1 CV1 Deliv Cont 8 25all Get Ar CV2 Coll Cont 10 25 1 4752 [residual] 4514 " CV1 Deliv Cont 8 25all Get Ar CV2 Use Cont 11 22 1 4752 [residual] 4514


Step 2. Monetize



Community

Outdoor

Affiliate

TV

Radio

Newspaper

Direct Mail

Email

Web

Call Center

Signage

Events

Retail

Billboard


Customer Process

x

x

x

xxxx

x

x

x

x

x

xxxx

xxxxx

xxx

xx

x

xx xxxx

Ch

ann

el

30% 90%25% 70% 20% 15%

$ $ $ $ $ $ $ =LTVAdd Monetization& Analysis


Customer Experience MatrixTM

Community

Outdoor

Affiliate

TV

Radio

Newspaper

Direct Mail

Email

Web

Call Center

Field Sales

Events

Retail

Branch


Customer Process

x

x

x

xxxx

x

x

x

x

x

xxxx

xxxxx

xxx

xx

x

xx xxxx

Ch

ann

el 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV

So where do you predict? And what level of granularity?Are you predicting for the company? For the customer?


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Aw

aren

ess

Info

rmat

ion

Iden

tific

atio

n

Sel

ectio

n

Neg

otia

tion

Con

trac

t

Logi

stic

s

Del

iver

y

Acc

epta

nce

Col

lect

ion

Use

Car

e &

Sup

port

Rep

air

Com

mun

ity

Indi

rect

by Channel-System [revised row sequence]Digital

1 Campaign Mgt-Email CV-In CV-In2 Banner Ads CV-In3 Website CV-In CV-In4 3rdPty Email CV-In5 Support Email6 Click to Chat

Geography10 Direct TV CV-In11 Magazines CV-In

One-on-One20 Marketing Database21 Inserts - Campaign Mgt22 Inbound Telemarketing 3rdP CV-In23 Outbound Tele - Campaign Mgt CV-In CV-In24 Direct Mail - Campaign Mgt CV-In25 Membership (Order, Bill, Ship) CV-In CV-In CV-In CV-In CV-In26 Catalog (Order, Bill, Ship)27 Customer Service

Community30 Newsletter

Store41 In-store Promotions42 Kiosks43 Community Events

Third Party51 Package Inserts52 Affiliate Offers

CV-1(next shipment)


Step 3. Analyze


purchase type program and shipment - e.g., Intro, 2nd shipment, Catalog order

event CEM task and subtype - e.g. place order / welcome email; customer service / cancellationchannel - system system (or channel) in which event takes place - e.g. Continuity, Customer Service, outbound emailresult primary outcome of event - e.g. order accepted, credit card rejected, shipment

returnedresult % (of input) % of customers in this event receiving this outcomesegments segments into which customers in this event & result are divided (for differential treatment)segment % (of result) % of customers in this result in this segmentobjectives CEM objectives for customers in this event / result / segment [not needed for processsing; could be useful for

reporting)treatments marketing treatments applied to customers in the event/result/segment - e.g. make upsell offertreatment % (of segment) % of customers in this event/result/segment receiving this treatmenttreatment cost/value net value of executing this treatment (average across all customers who receive it; may track cost and revenue

separately)treatment LTV impact incremental LTV impact of executing this treatment (average across all customers - if can determine)segment future LTV future LTV of customers in this event/result/segment/treatment (average for all customers)next event next CEM task and subtask for customers in this event/result/segment/treatmentnext event channel-system channel - system for next CEM task and subtask for customers in this event/result/segment/treatmentnext event % (of treatment) % of customers proceeding to next CEM task and subtask - e.g. % accepting upsell offernet % (of input) net percent of input customers moving to this next event (result% x segment% x treatment% x next event

%)next event time delay (weeks)

number of weeks (or other time period) before next event occurs


Sample Data for Message Container

Customer Perspective: “ When I want “X” I go to “Y” channel and have “Z” expectations

• Direct / Addressable / Registered – (sample adapted to business)– Personal Email – inbound, outbound– Business email – inbound, outbound– Household email – inbound, outbound– Mail box – Special Courier– Front door - Account representative, special courier, service call – Home Phone – inbound, outbound– Cell Phone – inbound, outbound– In Statement– Packaging

• Digital (anonymous)– Search - Retargeting– Web site each section - Affiliate– Banner Ad - Mobile– Search - Random Channel/Audience Specific– Multi-media phone - User Created (Robotic Image Tagged)– Kiosk - Social

21

Sample Additional Channel Categories

• Location– In store– Kiosk - atm

• Geography – Television– Radio – Television– Billboards– Events

• Third party– Partner– Magazines– Resellers – Experts– Reviewers

• Community– Social– Word of Mouth– Clubs– Organizations– Public Relation– Sponsored Events– Outreach– Charities

Per Cell, channel, per system• System Name()• Owner• Manager• Technology Specifications• Message from systems:• Message to systems• IT Change owner; IT Change process• Content manager• Offer Manager• Rules Manager• Performance manager• Performance reporting in:• Performance Objective• Cost



ProgramOrder

StepTransactionDisposition

Channel/System

Audience

Case

Destination- Program/Order- Step/Trans- Channel/System- Audience




Sample Data for Message Container

Objective by customer by stage by type (For each customer Type)

• First time• Referral• High value• Low value• Convenience Profile• Urgent• First time buyer• Expert

• Preference profile• Product availability• Partner relativity• N options


Information per cell (sample) – Big Data Technologies Enables Extensive Metadata

Awareness

InformationNegotiation

Selection

Contract

Care/Support

Logistics

Delivery

Acceptance

Repair

Community

$CollectionUse

Identification

Geography

Digital

Store

3rd Party

Direct

Community

System:System Owner:Department OwnerOutsourced CompanyCustomer IdentifiedFeed FromFeed ToRule OwnerAverage DurationCostPotential RevenuePerformance MetricQuality Metric

(zoom out cell to show example of detail of information contained in each cell)


Parameter Derived Rules Execution Deal with Constraints and Capacity

• Product/Service/Response crafted by rules, need, resource (product/operator) availability

• Business Process Monitoring (BPM) type approach exposes levers in rules driven processes allocating offer, content, customers, channels, slots, resources

• Performance optimization recognizes and balances enterprise objectives, business and department objectives, customer objectives

• Likely evolves to gaming simulation approaches and mechanics potentially multi-entity participation


Expose Creative and Offer Combinations -Interface and Design Relieves Marketers of Complex Logic and Provides Foundation for Continuous Improvement


Intro receive offerevent channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data

Intro place orderevent channel - system result current treatment current segmentation next event potential segments potential objectives potential treatments segmentation data

place order Web - Website, mail - Continuity, phone - agent UDT, phone agt - West etc.

order accepted (credit card authorized or check received)

configure, enter, send welcome email, Kiss call (test)

keycode/channel Intro - ship hi risk / hi value retain switch to credit card, make alternate offer, alternate offer, send info

keycode, order info, product choice, survey answers, Zip model, acquired demographics, Intro Quit Model, pay method, credit card authorization results, customer history, do-not-call request

hi risk / low value cut cost reject order, require confirmation

low risk / hi value upsell, loyalty upsell offer, survey, MGM, sample

low risk / low value 3rd party 3rd party offer

check required phone or letter notification

none Intro - payment - request check

hi value retain follow up if no check after specified period

low value cut cost cancel if no check after specified period

credit card reject: invalid card or over limit

phone or letter notification

none Intro - payment - request new card

hi value retain phone for new card or check

low value cut cost email for new card/check; add to exclusion list

credit card reject: stolen card

cancel none (update exclusion list?) (all) cut cost exclusion list

prev buyer reject phone or letter notification

none (none?) good history sell catalog offer, alternate Gevalia offer

bad history cut cost, 3rd party exclusion list, 3rd party offer

backorder phone or letter notification

none Intro - order - backorder notice

hi value retain, upsell notify, offer good alternative, offer gift, give priority

low value cut cost notify, offer cheap alternative, give low priority

abandon order none(?) none (update prospect file?) hi value sell send info, alternate offer, catalog, sample, recontact later

low value cut costdo-not-contact request add to DNC list none Cust Svc - DNC hi value sell find contact preference

low value cut cost exclude


Intro place orderpurchase type

event channel - systemresult result % (of input)

current treatment current segmentation

next event potential segments segment % (of result)

potential objectives potential treatments treatment % (of segment)

treatment cost/value

treatment LTV impact

segment future LTV

next purchase-event next event channel-system

next event % (of treatment)

net % (of input)

next event time delay (weeks)

segmentation data

place order Web - Website, mail - Continuity, phone - agent UDT, phone agt - West etc.

order accepted (credit card authorized or check received)

80% configure, enter, send welcome email, Kiss call (test)

keycode/channel Intro - ship hi risk / hi value 20% retain configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2 keycode, order info, product choice, survey answers, Zip model, acquired demographics, Intro Quit Model, pay method, credit card authorization results, customer history, do-not-call request

welcome email 100% $?? $?? $?? Intro - order - email email 100% 16% 1switch to credit card 50% $?? $?? $?? Cust Svc - switch Cust Svc 25% 2% 0make alternate offer 40% $?? $?? $?? Cata - ship Catalog 10% 1% 2send info 30% $?? $?? $?? Intro - inform Mktg DB 100% 5% 1send sample 25% $?? $?? $?? Intro - ship - sample Continuity 100% 4% 2

hi risk / low value 30% cut cost configure, enter 95% $?? $?? $?? Intro - ship Continuity 100% 23% 2require confirmation 95% $?? $?? $?? (none) (none) 0% 0% 0reject order 5% $?? $?? $?? (none) (none) 0% 0% 0

low risk / hi value 30% upsell, loyalty configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 24% 2welcome email 100% $?? $?? $?? Intro - order - email email 100% 24% 1upsell offer 40% $?? $?? $?? LE - ship Continuity 25% 2% 6survey 60% $?? $?? $?? Intro - order - email email 50% 7% 1MGM offer 30% $?? $?? $?? Intro - offer Mktg DB 5% 0% 1send sample 10% $?? $?? $?? Intro - ship - sample Continuity 100% 2% 2

low risk / low value 20% 3rd party configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 23rd party 30% $?? $?? $?? 3rd Party - ship (external) 20% 1% 4

check required 5% phone or letter notification

none Intro - payment - request check

hi value retain follow up if no check after specified period

low value cut cost cancel if no check after specified period

credit card reject: invalid card or over limit

5% phone or letter notification

none Intro - payment - request new card

hi value retain phone for new card or check

low value cut cost email for new card/check; add to exclusion list

credit card reject: stolen card

1% cancel none (update exclusion list?)

(all) cut cost exclusion list

prev buyer reject 3% phone or letter notification

none (none?) good history sell catalog offer, alternate Gevalia offer

bad history cut cost, 3rd party exclusion list, 3rd party offer

backorder 2% phone or letter notification

none Intro - order - backorder notice

hi value retain, upsell notify, offer good alternative, offer gift, give priority

low value cut cost notify, offer cheap alternative, give low priority

abandon order 3% none(?) none (update prospect file?) hi value sell send info, alternate offer, catalog, sample, recontact later

low value cut cost do-not-contact request

2% add to DNC list none Cust Svc - DNC hi value sell find contact preference

low value cut cost exclude

Potential MapCalculates Benefit/Lift for Alternative Customer Experience Interactions

Continuous A:B Testing in Marketing Automation System/Agency


Intro place order - initial (inbound)case response

channelsystems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments

direct mail Internet Web site script / rules place order configure order, accept

keycode, channel keycode, order info, product, survey, real-time enhancement, Zip model, Intro Quit Model, credit card auth, customer history, pay method, do-not-call

high attrition risk retain, reduce cost credit card, reject order, alternate offer

print low attrition risk upsell, loyalty upsell offer, survey, MGM, sample

email credit auth reject sell request other card or check exclusion list?Web ads backorder retain offer alternative, notify notify, offer alternative,

offer consolation gift

DR-TV abandon order ? keycode, channel [same as above] refusals sell send info, alternate offer, catalog, sample

new offer, catalog, 3rd party offer, newsletter, event notices

do-not-contact request add to DNC list keycode, channel keycode, Zip, realtime enhance high potential sell find contact preference new offer?low potential reduce cost exclusion list

direct mail phone agent UDT script / rules [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] [same as above]

Web adsprintdirect mail mail Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] none (batch process) outbound contactsprintDR-TVDR-TV phone agent Continuity none (batch input) [same as above] [same as above] [same as above] [same as above] [same as above] [same as above] meet objections, accept order,

send literatureoutbound contacts

place order - followup (outbound) case channel systems personalization ability disposition current treatment current segmentation potential segmentation segment objective immediate treatments followup treatments

backorder mail mail template no reply message none [same as above] high attrition risk retainemail o/b email template cancel low attrition risk loyaltyphone o/b phone script

credit auth reject

mail mail template no reply message none [same as above] high attrition risk retainemail o/b email template send new card low attrition risk loyaltyphone o/b phone script send check

Detailed Map - SampleCalculates Benefit/Lift for Alternative Customer Experience Interactions

Continuous A:B Testing in Marketing Automation System/Agency

Geography

Digital

Store

3rd Party

Direct

Community

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1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification

Customer Optimization Wizard – Dashboard for Performance Management

Numbers in each cell represent: customers, potential revenue, costs (per and aggregate), customers at risk, customers in process, forecast closed sales, forecast lost customers, forecast referrals, simulation under market conditions.


Campaign

Offer B Offer A Default

Continuous Results

Feed

Control

If B > A Then B = A Then

New A

Step 8: Continuous and Automatic Testing

Step 9. Bolt-down Low Maintenance/Moderate Value Programs


Community

Outdoor

Magazine

TV

Radio

Newspaper

Direct Mail

Email

Web

Call Center

Field Sales

Events

Retail

Dealer


Customer Process

x

x

x

xxxx

x

x

x

x

x

xxxx

xxxxx

xxx

xx

x

xx xxxx

Ch

ann

el 30% 90%25% 70% 20% 15%$ $ $ $ $ $ $=LTV

+Invest

+Divest

+Invest+Invest +Invest

+Invest+Invest

+Invest

+Invest

+Invest

+Invest+Invest

+Invest

+Divest

+Divest+Divest

+Divest

+Divest+Invest+Invest

Geography

Digital

Store

3rd Party

Direct

Community

20

.

1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification



Step 6: Add Dashboards to Reporting for Everyone’s Use

Low-to-No New Technology Investment Required. Use Existing Tools from Excel to R, SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy,

IBM, Oracle, SAP, Open Source and Others All Valid for CxC Matrix

Low-to-No New Technology Investment Required. Use Existing Tools from Excel to R, SAS, Tableau, Qlikview, Business Objects, Cognos, Microstrategy, IBM, Oracle, SAP, Open Source and Others All Valid for CxC Matrix

Copyright 2015 ClientXClient LLC. www.clientxclient.com. 908.350.3012 Share & Enhance & Share

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6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification


Alerts indicate opportunity, risks, activity that is outside of plan parameters. Alerts require attention to exploit opportunity, avert risk, or amplify downstream resources, reduce upstream flow, divert/adjust activities (inventory, staff, promotions, pricing). Alerts are delivered according to manager responsibility and controls. The Customer Optimization Wizard may invoke corporate standard policies and make recommendations based on probabilistic outcomes (upstream and downstream scenarios)

ALERTS


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1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification


Move bar along bottom to see impact scenarios for current customer flow. Adjust parameters for multiple scenarios and set independent performance threshold ranges at multiple nodes to test complex market scenarios

Resource, Opportunity, Time Scenarios

week 1 week 8 week 9 week 10week 6 week 7week 5week 2 week 3 week 4

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Community

Geography

Digital

Store

3rd Party

Direct

Community

A

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification

What is a customer interaction?If an ad appears on a web page and nobody clicks it – is it really an ad?

What if I don’t know who the customer is – should I count it?The Customer Experience Matrix requires a customer-involved contact.

A. Customer registers at web site during checkout process: Customer could arrive at checkout from web site navigation or from direct link from blast email from affiliate (If from targeted email response moves to “Direct” channel category)


40

Community

Geography

Digital

Store

3rd Party

Direct

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification

The Customer Experience Matrix requires a customer-involved contact.(business to business)

A. Client arrives from search engine, keywords “Insurance, Legal, Services, PA”

A

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Community

Geography

Digital

Store

3rd Party

Direct

Community

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification


B. Client attends “Services Seminar”:

B

42

Community

Geography

Digital

Store

3rd Party

Direct

Community

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification


C. Client contacts business acquaintances, clicks on “business services email”; calls 1-800 Biz Info”; schedules in-person meeting; negotiates 3 month contact; finances expense for 12 months through third party; contacts customer service for “emergency”.

C C

CC C

C

CC

C

CC CC

CC

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Community

Geography

Digital

Store

3rd Party

Direct

Community

A

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification

The Customer Experience Matrix requires a customer-involved contact(Retail).

A. Client clicks “add to shopping cart”

44

Community

Geography

Digital

Store

3rd Party

Direct

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification

The Customer Experience Matrix requires a customer-involved contact.(Retail)

B. Customer compares prices on ebay, Amazon, and shopping bots

BBB

B

B

B


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Community

Geography

Digital

Store

3rd Party

Direct

Community

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification


C. Customer goes to local store to view product and select color, asks store associate product questions

CCC C


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Community

Geography

Digital

Store

3rd Party

Direct

Community

Awareness

Information

Negotiation

Selection

Contract

Care/Support

Logistics

Delivery

AcceptanceRepair

$CollectionUse

Identification


D. Customer orders product on-line at company web site, requests in-store pick-up, pays using loyalty credit card, gives product as gift, asks to exchange for store credit

D

D

D

D

D D

DD

DD

D

DD

D

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Customer Experience Interface: hover over cell for information

ActivitiesYieldMetricsSystemOwnerDataAdministrationSystem

1. Awareness

2. Information

5. Negotiation

4. Selection

6. Contract

12. Care/Support

7. Logistics

9. Delivery

10. Acceptance

13. Repair

14. Community

8. $Collection

11. Use

3. Identification

Monitor Key Performance Indicators for Every Interaction


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LAGGARD TO LEADER CLIENT TRANSFORMATION MODEL

FRONT OFFICE PARTNERSHIP

PEOPLE

TECHNOLOGY DATA

PROCESSES

COMPLIANCE REVIEW

GOVERANCE

HTML 5

Mobile

Big DataBI

Data Management DATA

SURVEILLANCE

SYNDICATION

MARKET LEADING

CLIENT’S CUSTOMER VALUE RECOGNITION

ELASTIC SOURCING

CONTINUOUS IMPROVEMENT

OBSERVATION (Digital Pulse)

MONETIZATION

MODERNIZATION

OPTIMIZATION

PEOPLE

ENTERIPRISE STAKEHOLDER COLLABORATION

Automation

STP

CloudDocument

Management

Best Practices + Transformational Technology

CLIENT WINS

PROCESS

TECHNOLOGY


Use any system to simulate customer experience scenarios and perform what-if analysis. CxC Matrix connects data across all systems to support use case.


Granular customer experience detail enables unprecedented what if analysis and provides framework for predictive and prescriptive modeling down to individual customer, device, channel, interaction, product/service attribute. Yes, comprehensive by design. If we missed something, let us know.

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Big Data capabilities enable linking individual offer details, customer acceptance, partner commitments, customer exceptions – everything – connected to customer , transaction, product which allows customer experience playback for legal, innovation, finance and forward predictions for prescriptive and optimization scenarios.

TECHNOLOGYCOMMUNICATIONPROCESSKNOWLEDGEPEOPLE

CEM

Customer Experience Management Starts with PEOPLE

Technology is the Enabler - Not The SolutionFoster a Customer-Centric Culture

Negotiation ServiceUsePurchaseAwareness Dispose

TECHNOLOGYCOMMUNICATIONPROCESSKNOWLEDGEPEOPLE

IOT

Customers Defined by Behavioral Interactions and Interactions of Their Objects with Each Other

The CxC Customer Experience Matrix Addresses The Internet of Things (iot)

(Organize, Visualize, Monetize, Analyze, Model, Simulate, Virtualize)

Negotiation ServiceUsePurchaseAwareness Dispose

IOT


CxC Firsts


1. First complete digitization of omni-channel customer experience cradle to grave2. First to monetize customer experience end-to-end and granularly3. First to approach enterprise customer experience as a science4. First to map customer experience ‘chaos’ to customer experience order5. First multi-discipline approach to customer experience connecting every

department and stakeholder to customer experience 6. First to build customer experience algorithm7. First to model customer ecosystem in anticipation of Big Data capabilities8. First to anticipate and model Internet of Things (iot) in customer model 9. Closest to delivering super-enterprise customer experience simulation tool10.Shared Customer Worthy book describing CxC Matrix with over 7,000

influencers across private sector, universities, technology, consulting and service companies

Please contact Michael Hoffman for additional information:

Michael Hoffman, [email protected]

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