What is Customer Experience?

www.ClearActionCX.com
 What is a Customer?
(1) Has a role in the decision/action to get something.
(2) Uses what is obtained.

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 What is Customer Experience?
Customers’ realities in selecting, getting, and using a solution
that enables a capability they want

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 What is Customer Experience Management?
Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.

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 What is Customer Experience Optimization?
Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.

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 What is Customer Experience Enablement?
Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.

(The bridge that enables enduring CX ROI.

Ultimate goal is Customer Experience Optimization)

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 Customer Experience Defined

Customer Experience
All interactions people have with or about a solution:
messages, people, processes, products, or services.

Customer Experience Management

Discipline of treating your customer relationships as assets
with the goal of engaging customers as brand advocates.

Customer Experience Optimization

Natural customer passion for a brand
through company-wide alignment with buyer priorities
for enduring revenue and profit growth.

Customer Experience Enablement

Bridge between voice-of-the-customer & customer engagement
to earn trust, loyalty, and enduring profit growth.
.

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 CX Management Components
Customer Knowledge ◄ Customer Well-being ◄ Customer Profitability

Customer Knowledge (ways of understanding customers)

• Voice of the customer — monitoring customer sentiment

• Net promoter score — a way of summarizing voice of the customer: percent who would
recommend a brand minus percent who would not
• Customer intelligence — integration, mining, and analysis of customer data
• Customer experience journey map – pictorial representation of a customer’s thoughts
and actions while shopping or using a product or service
• Internal branding — internal understanding by each employee, supplier, and alliance
partner of their specific impact on external customer experience

Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation

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Customer Well-Being (efforts to translate customer knowledge into
organizational attitudes and behaviors)
• Customer care — organization’s conscience in favor of customers’ welfare, and outreach to
customers accordingly
• Customer satisfaction — comparison of customer's reality versus expectations
• Service excellence — delivery of purchased services or remedial services, or post-sale
assistance to customers
• Customer-centricity — degree that customers’ welfare is at the center of the solution provider’s
decision-making and actions
• Customer experience improvement — process-wide problem resolution and prevention
• Customer complaint resolution — solving issues and communicating solution to complaint
originators
• User experience — intuitive and inviting environment for customers’ use of the product or
service, or for exploration and purchase of the product or service, e.g. retail store or website
• Customer touch points — opportunities for customers to interact with the solution provider or its
messages or products/services
• Customer effort — amount of effort the customer has to put forth during their experience with a
product/service
• Customer experience innovation — designing and implementing novel methods to enhance
customer experience
 Customer Profitability (efforts to increase revenue and profit from customers)
• Customer relationship management — use of a database of customer transactions and facts
that enable customized communications (1-to-1 marketing), upselling, cross-selling, and
data-mining
• Experiential marketing — events and campaigns that build customer advocacy
• Customer advocacy — word-of-mouth promotion (buzz marketing) of a brand by enamored
customers
• Branding — creating and communicating a distinctive identity
• Customer lifetime value — profitability of customers’ cumulative purchases
• Customer lifecycle management – nurturing the phases that customers go through over time
in their relationship with a brand
• Customer loyalty — efforts to expand customers’ share of wallet
• Customer community — opportunities for customers to engage with one another
• Customer references — testimonials from customers
• Co-innovation — joint product development efforts with customers
• Customer retention — efforts to extend a customer’s duration of ongoing purchases

Across the CX ROI building-blocks, choose the component mix that best fits your company’s unique situation

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 The Purpose of Business = Serve Customer Needs

“The customer is the “Customers make

foundation of a business paychecks & budgets
& keeps it in existence. possible … shareholders
He alone gives leave when customers leave
employment.” – not the other way around.”
-- Peter Drucker, 1954 -- Lynn Hunsaker, 2011

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 Customer Experience ROI Building-Blocks
All blocks work in tandem to maximize & sustain business results.
Left-right flow. Start simply with a stepping stone in each block; build maturity over time.
Customer experience excellence is a way of life and an ongoing internal journey as market forces evolve.

http://ClearActionCX.com/cx-success-factors

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OptimizeCX@ClearActionCX.com
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Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization

OptimizeCX@ClearActionCX.com
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