cxc matrix customer experience technical glimpse clientxclient 908 350 3012

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

The CxC Customer Experience Matrix Combines Customer & Business

Perspectives, Cost, Processes for Strategic and Tactical Planning,

Execution and Measurement


Visualize

Prioritize

Analyze

Monetize

Optimize

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NOT

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Value

DifficultyNot to scale. Value of Prioritize and

Optimize have demonstrated 30% to

240,000% returns

Find out more

in book @ Amazon

Or just call me

Michael R Hoffman

908.350.3012

30-240,000% ROI*

What is the CxC Matrix?


A Customer Strategy Tool used to

Visualize, Monetize, Analyze and

Optimize our customer’s

experience.


Program

Order

Step

Transaction

Disposition

Channel

/System

Audience

Case

Destination

- Program/Order

- Step/Trans

- Channel/System

- Audience

Destination

- Program/Order

- Step/Trans

- Channel/System

- Audience

Destination

- Program/Order

- Step/Trans

- Channel/System

- Audience

CxC Matrix Digitizes The Entire

Customer Experience

Sample Data for Message Container

Sample Data

Design


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 / cancellation

channel - system system (or channel) in which event takes place - e.g. Continuity, Customer Service, outbound email

result primary outcome of event - e.g. order accepted, credit card rejected, shipment

returned

result % (of input) % of customers in this event receiving this outcome

segments segments into which customers in this event & result are divided (for differential treatment)

segment % (of result) % of customers in this result in this segment

objectives 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 offer

treatment % (of segment) % of customers in this event/result/segment receiving this treatment

treatment 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/treatment

next event channel-system channel - system for next CEM task and subtask for customers in this event/result/segment/treatment

next event % (of treatment) % of customers proceeding to next CEM task and subtask - e.g. % accepting upsell offer

net % (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


Customer Experience

Sample Data for Message Container


CEM Flow - CV Intro

All Channel-

Systems

Combined

Aw

are

ness

Info

rmation

Identification

Sele

ction

Negotiation

Contr

act

Logis

tics

Deliv

ery

Accepta

nce

Colle

ction

Use

Care

& S

upport

Repair

Com

munity

Indirect

CV-In CV-In CV-In CV-In CV-In CV-In CV-In

CV-1

(next shipment)


Customer Experience

Step 1. Visualize


Steps for Membership: Intro, Ship 1, Ship 2

Event Event Event Event Event Event Seg/TrtResult Result Next Next Next Next Next Next Next

InputInput Input Input Input Input

Segme

nt Disp Disp DestDest Dest Dest Dest Dest Dest Input Dest Dest Qty Dest Dest Dest Total Dest Total

ProgOrder Trans

ChanS

ys Trans# Chan# Group ProgOrder Trans

ChanS

ys 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 Sele O/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 0all

No-

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 Sele O/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) $ - 0

2 - 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 Nego O/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 Nego O/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 25all

Newslt

r 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 25all

No-

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


Customer Experience

Step 2. Monetize


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

Aw

are

ness

Info

rmation

Identification

Sele

ction

Negotiation

Contr

act

Logis

tics

Deliv

ery

Accepta

nce

Colle

ction

Use

Care

& S

upport

Repair

Com

munity

Indirect

by Channel-System [revised row sequence]

Digital

1 Campaign Mgt-Email CV-In CV-In

2 Banner Ads CV-In

3 Website CV-In CV-In

4 3rdPty Email CV-In

5 Support Email

6 Click to Chat

Geography

10 Direct TV CV-In

11 Magazines CV-In

One-on-One

20 Marketing Database

21 Inserts - Campaign Mgt

22 Inbound Telemarketing 3rdP CV-In

23 Outbound Tele - Campaign Mgt CV-In CV-In

24 Direct Mail - Campaign Mgt CV-In

25 Membership (Order, Bill, Ship) CV-In CV-In CV-In CV-In CV-In

26 Catalog (Order, Bill, Ship)

27 Customer Service

Community

30 Newsletter

Store

41 In-store Promotions

42 Kiosks

43 Community Events

Third Party

51 Package Inserts

52 Affiliate Offers

CV-1(next shipment)


Customer Experience

Step 3. Analyze


Intro place order

purchase

type

event channel -

system

result 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% 1

switch to credit card 50% $?? $?? $?? Cust Svc - switch Cust Svc 25% 2% 0

make alternate offer 40% $?? $?? $?? Cata - ship Catalog 10% 1% 2

send info 30% $?? $?? $?? Intro - inform Mktg DB 100% 5% 1

send sample 25% $?? $?? $?? Intro - ship - sample Continuity 100% 4% 2

hi risk / low value 30% cut cost configure, enter 95% $?? $?? $?? Intro - ship Continuity 100% 23% 2

require confirmation 95% $?? $?? $?? (none) (none) 0% 0% 0

reject order 5% $?? $?? $?? (none) (none) 0% 0% 0

low risk / hi value 30% upsell, loyalty configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 24% 2

welcome email 100% $?? $?? $?? Intro - order - email email 100% 24% 1

upsell offer 40% $?? $?? $?? LE - ship Continuity 25% 2% 6

survey 60% $?? $?? $?? Intro - order - email email 50% 7% 1

MGM offer 30% $?? $?? $?? Intro - offer Mktg DB 5% 0% 1

send sample 10% $?? $?? $?? Intro - ship - sample Continuity 100% 2% 2

low risk / low value 20% 3rd party configure, enter 100% $?? $?? $?? Intro - ship Continuity 100% 16% 2

3rd 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


credit card reject:

invalid card or

over limit

5% phone or letter

notification


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 Map

Calculates Benefit/Lift for Alternative Customer Experience

InteractionsContinuous A:B Testing in Marketing Automation System/Agency


Intro receive offer

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

Intro place order

event 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


request check

hi value retain follow up if no check


low value cut cost cancel if no check after

specified period

credit card reject:

invalid card or over

limit

phone or letter

notification


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 cost

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

low value cut cost exclude


Intro place order - initial (inbound)

case response

channel

systems 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 ads

print

direct 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 contacts

print

DR-TV

DR-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 literature

outbound 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 retain

email o/b email template cancel low attrition risk loyalty

phone o/b phone script

credit auth

reject

mail mail template no reply message none [same as above] high attrition risk retain

email o/b email template send new card low attrition risk loyalty

phone o/b phone script send check

Detailed Map - Sample

Calculates Benefit/Lift for Alternative Customer Experience

InteractionsContinuous A:B Testing in Marketing Automation System/Agency

Sample Functional Area Data: Marketing Campaign, Exposes

Creative and Offer Combinations

-Interface and Design Relieves Marketers of Complex Logic and Provides Foundation for

Continuous Improvement

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

Step 6: Add Dashboards to Reporting for Everyone’s UseLow-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


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


Direct

Location

3rd Party

Community

Change/Month

Cost per Cust.

Revenue/Cust.

15% Growth

$1.5/Cust

+3% $ Rev

$16/Cust

$130 R/Cust

+11% $ Rev

$61/Cust

$715 R/Cust

+6% $ Rev

$23/Cust

$1630 R/Cust

+14% $ Rev

$31/Cust

$1119 R/Cust

Step 7: Measure Performance by Customer

Information PurchaseNegotiationSelectionAwareness


Rate Your Competition/Set Performance Goals

Us = Blue Competitor = Red

Direct B A A C A D A C C D

Location A C A C B A B A B A

3rd Party C C F B C C C C C C

Community A D A D F B F B F B

Information PurchaseNegotiationSelectionAwareness


Campaign

Offer B Offer A Default

Continuous

Results

Feed

Control

If B > A Then

B = A Then

New A

CxC Matrix for Continuous

and Automatic Testing


Automate A B Testing Across Programs for Continuous Optimization

and Experimentation. Expose to third Parties via API’s and Structure for

Programs, SLA’s, etc.


TECHNOLOGYCOMMUNICATIONPROCESSKNOWLEDGEPEOPLE

CEM

Customer Experience Management Starts with PEOPLE

Technology is the Enabler - Not The Solution

Foster 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


Summary• Automate what works

– Visualize Customer Experience for “customer perspective”

– Categorize interactions for unified management

– Manage tactics as programs

– Put standard programs on auto pilot and test key variables at tactics level

• Spend your time Innovating

– Promote customer process transparency so everyone in company “get’s it”

– Use simple Matrix to brainstorm

– Drop competitors and new markets on Matrix and see what happens

– Create excellently choreographed customer experiences that grow margins and markets

– Customers will love your company (each segment for their own reasons)

Please contact Michael Hoffman for

additional information:

Michael Hoffman, [email protected]

mailto:[email protected]

cxc matrix customer experience technical glimpse clientxclient 908 350 3012

Data & Analytics

customers experience

event result segment

clientxclient llc

event time d

x treatment

cxc customer experience

x segment

customer business perspectives