journey mapping the customer effort
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Journey Mapping Customer Effort
What is Journey Mapping?
Journey Mapping is a tool companies use to help them see what their customers truly experience – the real moments of truth and the ways in which customers go
about achieving their needs.
What is Journey Mapping for Customer Effort?
Journey Mapping for customer effort is a tool to identify where customers are expending too much effort to achieve their needs.
Why Journey Map for Customer Effort?
96% of customers that had high-effort experiences reported being disloyal. Only 9% of customers with low-effort
experiences report being disloyal.
Only 1 percent of all customers with low-effort experiences said they’d spread negative word of mouth about the company, compared with a staggering 81 percent of
customers with high-effort experiences who said they’d do the same.
Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.
OK great. Where do we start?
Well, with a customer journey, or course.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer Effort Score v2.0
• Question and answer more universally understood in testing • Wording and layout allows for more natural inclusion in other surveys
Today we’re taking a single experience and scoring it, then we’re going to diagnose and solve for effort
What we really want to do in practice is monitor our distribution and look for anomalies in that distribution
Anomalies come in two forms: • A distribution that is significantly better
or worse than the industry • Specific interactions that fall outside of a
normalized distribution
Scoring Best Practices
Customer Effort Audit • Channel specific evaluation
tool • Asks a series of diagnostic
questions about the experience in that channel
• Good for evaluating channels without the context of customer journeys
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer asked to log in to website to
enter chat?
?
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer asked to log in to website
?
?
Top Drivers of Disloyalty
4 out of 5 of these are related to ‘effort’
They are: • More than one contact • Repeating information • Perceived effort • Being transferred
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5Meenu and her sister
participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Customer asked to log in to website
?
?
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Customer asked to log in to website
?
?
Enable agents to solve low-risk tickets in social
channel
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
5
Customer asked to log in to website
?
?
Enable agents to solve low-risk tickets in social
channel
Meenu and her sister participate in FashionCo’s‘Be the Buyer’ marketing
program.
Meenu
FashionCo Customer Since: 2010
Lifetime Value: $10,050
Average Order Value: $150
Engagement: Style Gallery, Product Reviews, Facebook and Twitter
Meenu shares the ‘Be the Buyer’ blog post with her
social network.
Meenu places two more orders over the course of
the next 3 months.
Meenu is asked out on date by a long-time romantic
interest of hers.
She orders 3 dresses as potential outfits for the date.
The dresses arrive three days later.
Meenu tries on the dresses; one she doesn’t like, one
was the right size but didn’t fit and the last was a totally
item was her fave...
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her
a 20% coupon.
Meenu posts “Thanks for making things right @
FashionCo” on FB.
She posts this on FB: “uggh, way to go folks messed up my order--I NEED my dress
before my big date.”
Meenu rocks her first date.
The 4 Pillars
Low effort companies
minimize channel switching
Low effort companies
maximize next issue avoidance
Low effort companies equip
agents to engineer experiences
Low effort companies empower
employees
The Math of Loyalty
More customers, more time
More revenue per customer
Improve Customer Retention
Increase Lifetime Value
The Math of Loyalty
Increase customer lifetime value
500,000
$1,250,000
# of customers
5%
% impacted
$500
current ltv
10%
% improvement( ) ( )xx x
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