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Customer Experience Presentation

Customer Experience Presentation



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Published by utw
Implement a customer experience framework at your company to understand satisfaction at every touchpoint.
Implement a customer experience framework at your company to understand satisfaction at every touchpoint.

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Published by: utw on Jul 17, 2009
Copyright:Attribution Non-commercial


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Bramley Orchard, Bryne Lane, PadburyBucks, MK18 2ALTel: +44(0) 128 081 5117Fax: +44(0) 128 081 5117Mobile: +44 (0) 7958 794 701Email: tony@marketinginside.co.uk 
“Customer Experience…..Mapping and Measuring”
Prepared for CCA Seminar27th October 2005
© Marketing Inside Ltd 2004
Retention Through Experience
As the cost of acquiring customers rises organisations areinvesting in retention
Index of Costs Retention 100Winback 140Acquisition 240
[source QCI/WPP customer management research 2003]
Key Retention Drivers
 – Brand Traditional Marketing – Proposition Elements Experience – Contact Service
Customer Lifecycles suggest increasing customerinteractions/contacts and more demanding customers
 – National Consumer Council reported an increase in complaintsfrom consumers in 2003 of 24% over the past 5 years
© Marketing Inside Ltd 2004
Service Impact
Customer Experience through contact influences customer’sperception of the brand and is a key component of brandloyalty and can often override traditional/other marketingcommunication, for example recent outsourcing of customerservice……
 – Indian Call Centres“you can’t subcontract your relationships with customers” – Richard Pym CEO Alliance & Leicester
Customer Experience Impacts on Retention
“A Good Experience is based on strong relationships betweendialogue, satisfaction and these drive customer retention”– Maggie Evans marketing director iSKY Europe
The Customer’s experience is an area where the successfulbusinesses are very good in this respect…and the not sosuccessful are very poor (First Direct Vs PC World)

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