inside the customer experience asq-2011 spring seminar
DESCRIPTION
Presentation to 2011 Association of Service Quality Spring Seminar. We also had an interactive portion -- collage for 50! Great session, great people!TRANSCRIPT
![Page 1: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/1.jpg)
Inside the Customer Experience
Presented to: ASQ Spring SeminarMarch 31, 2011
By Susan Abbott
![Page 2: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/2.jpg)
Where we are going
Ways to understand the experienceModel of customer experienceRate your value chainA fast tour of behavioral scienceOnboarding, service recovery and response timeThe (most) fun part
![Page 3: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/3.jpg)
Ways to understand the customer experience
Get the numbers
Observe it
Experience it yourself
Ask people
![Page 4: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/4.jpg)
The successful strategists of the future will have a holistic empathetic understanding of customers and be able to convert somewhat murky insights into a
creative business model that they can prototype and revise in real time.
To do all that, they’ll have to be good communicators, comfortable with ambiguity and
ready to abandon the quest for certain, single-point answers.
Roger Martin, Dean, Rotman SchoolHBR March 2011
![Page 5: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/5.jpg)
![Page 6: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/6.jpg)
![Page 7: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/7.jpg)
Highly customized hard to standardize Almost always involves personal contact Usually multiple individuals involved on both sides Both sides have risks The transaction is usually not the end goal
B2B is different than B2C
![Page 8: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/8.jpg)
But we are still dealing with human beings
Filled with emotions
And wired for survival
![Page 9: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/9.jpg)
Four biggest mistakes:
Assuming that functional considerations matter most
Assuming decisions are primarily rational Mistaking positive interpersonal for
added-value relationship Thinking that the customer thinks the way
you think
![Page 10: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/10.jpg)
We are mostly loss-averse
![Page 11: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/11.jpg)
The Peak-End Rule
![Page 12: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/12.jpg)
Why “delighting the customer” is so difficult
![Page 13: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/13.jpg)
Fast response to online queries = results
Less than one hour is 60 times as effective as 24 hours or more
![Page 14: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/14.jpg)
Effective onboarding improves retention and revenue
60% of cross-sales happen within the first month.
![Page 15: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/15.jpg)
In the self-serve era, we solve the majority of our problems ourselves
![Page 16: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/16.jpg)
The Before + After Tool
Our Experience Today Our Experience in the Future
![Page 17: Inside the customer experience ASQ-2011 Spring Seminar](https://reader033.vdocuments.mx/reader033/viewer/2022061113/5457af45b1af9f33608b4f01/html5/thumbnails/17.jpg)
Susan AbbottAbbott Research + Consultingsusan@abbottresearch.comwww.abbottresearch.comwww.customercrossroads.comTwitter @susanabbott