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CUSTOMER EXPERIENCE
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VISUALIZE – Your Customer’s Process
Awareness Selection
Purchase
Use Support
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VISUALIZE – Your Customer’s Process
Awareness Purchase Use Support
AdvertisingSearchReferralsSocial
SensorRFIDBluetoothStatic/Silent
PhoneChat3rd PartyIn-Person
POSMobileEcommerceAffiliates
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VISUALIZE
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Interaction + Interaction + Inaction = Customer Experience
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Customer Experience MatrixTM:
Repair DisposeSelection SupportUsePurchaseAwareness
Customer Process
x
x
x
xxxx
x
x
x
x
x
xxxx
xxxxx
xxx
xx
x
xx xxxx
Bu
sin
ess
Pro
cess
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LTV CalculationT
rans
actio
n T
ype
Cross Sell
Order
Renewal
Order
First Order
Product Cost
Marketing Cost
RevenueOrder Count
Value Type
xxxxxxxxxxxx
xxxxxxxxxxxx
xxxxxxxxxxxx
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Customer Experience MatrixTM:
Community
Outdoor
Magazine
TV
Radio
Newspaper
Direct Mail
Web
Call Center
Field Sales
Events
Retail
Dealer
Repair DisposeSelection SupportUsePurchaseAwareness
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
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
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Usual Response to “We are already doing this” – (white space is opportunity)
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
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*Yes, Big IOT Opportunity with CxCFramework
Information per cell (sample)
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)
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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
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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.
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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
Customer Optimization Wizard – Dashboard for Performance Management
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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
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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Geography
Digital
Store
3rd Party
Direct
Community
20
2020
2020 20
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2020
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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
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)
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Community
Geography
Digital
Store
3rd Party
Direct
Community
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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17
Community
Geography
Digital
Store
3rd Party
Direct
Community
Awareness
Information
Negotiation
Selection
Contract
Care/Support
Logistics
Delivery
AcceptanceRepair
$CollectionUse
Identification
The Customer Experience Matrix requires a customer-involved contact.(business to business)
B. Client attends “Services Seminar”:
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
The Customer Experience Matrix requires a customer-involved contact.(business to business)
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”
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Community
Geography
Digital
Store
3rd Party
Direct
Community
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
The Customer Experience Matrix requires a customer-involved contact.(Retail)
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
The Customer Experience Matrix requires a customer-involved contact.(Retail)
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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Copyright 2014 ClientXClient LLC. www.clientxclient.com. 908.542.1134 Share & Enhance & Share 25
Thank You!
Michael R Hoffman
Client X Client
www.clientxclient.com
908-542-1134