GOOD CUSTOMERS

EXPERIENCE AND CUSTOMERS

CHALLENGES ISSUE
Group 3
Demonstrate
ability to
understand and
analyze on how to
develop customers.

SOCIAL MEDIA | QUARTERLY REPORT DECEMBER 2020

Analyzing your
customers’ needs can Analyzing
customer needs.
help you truly
Types of
understand what
customers needs
motivates your
Understand
customers to buy your customers.
products or services,
and set you on a path
for business success.
 What are customer needs?
Customer needs are the motivation
PHYSICAL NEEDS behind a customer's decision-
making process. The consumer's
PHYCHOLOGICAL
desire is what drives them to
NEEDS
purchase a product and to pick that
product over another. Businesses
study their customers' needs to
provide better products, marketing
strategies and customer service.
Types of customer needs
COMMON CUSTOMER NEEDS

Price Feeling
Experience Compatibility
Function Personal
Social

 How to understand your customers’ needs

1. create a buyer’s persona 2. seek feedback from your customers

To understand your customers’ needs, One of the best ways to understand your
you need to first understand who your customers’ needs is by getting feedback
customer is. You can start by crafting a from them directly. You can ask
buyer persona, which is a fictional customers what they like about your
description of your ideal customer, products, what they dislike and what
based on research and your current they would like to see changed. There
customer base. It describes the type of are several ways to do this, like sending
person your business appeals to, out surveys, holding focus groups and
including their likely age, gender, tracking discussions across social media.
location, income and hobbies.
 How to understand your customers’ needs
3. Analyze your competitors
Your competitors also play a role in
determining your customers’ needs and
wants. If one of your major competitors
offers a new service or feature, your
audience will come to expect this in all their
buying options. For example, if a software
company that offers a product similar to
your own offers a 30-day free trial, your
audience may expect the same from you.
4. Craft a customer needs statement
With a customer needs statement, you
are defining the exact needs of your
audience and putting them into one
succinct statement. Use the data you
collected in the previous steps to
inform the content of your customer
needs statement.
To craft a useful customer needs statement, there are a
few elements to aim for:

Consistency
Usefulness to the consumer
Usefulness to your business
Clearness and conciseness
 GOOD CUSTOMER
EXPERIENCE
CHALLENGES AND
ISSUES

Customer experience – is the impression your

customers have of your brand as a whole
throughout all aspects of the buyer’s journey.
ISON MARIA CRISTINA JOYRIS
What makes a good customer experience?

• Easy to access well help resources

• Proactive messaging around known issues

• Sales being transparent about pricing

• Always available customer support

• Marketing setting realistic expectations

Challenges and Issues of Customer Experience

Organizational Data Silos

Achieving a Centric Culture Culture
Outdated CX Analytics Tools
Effective Personalization for all Customers
Prioritizing Customer Pain Points
 Demonstrating on how to
create a good customer
experience.

PEÑALVER JOANNA MARIE

 1. respond and 2. maintain a 3. retain notes
resolve the problem knowledgeable between
quickly. customer support representatives.
staff.

Aim to resolve each customer
service request within one
interaction and as quickly as
possible. That means the customer
shouldn’t have to call back another
time. “Quickly” also means you
need to do everything you can to
lower hold and handle time—and
we’ve seen how a best-in-class
callback solution does both.
Each customer service agent
should know everything about
the product or service they
help customers with and
answers to the most commonly
asked questions and terms of
service across the company.
If you need to transfer the
customer between
representatives, make sure
that all notes about the
issue are shared with them,
so they don’t have to
repeat their problem
multiple times.
 4. Enhance your 5. Multi-channel 6. There’s no
self-service option matters replacing the
human touch.

In order to deliver exceptional Your service agents are critical to your

customer’s experience. Ultimately,
service, especially to your
they’re a human representation of your
customers dealing with private always-connected millennial brand, and if they’re able to win over
companies, already try to solve customers, businesses must your customers, your brand will, too.
their issues before contacting It’s imperative to train your reps to have
provide up-to-date, accurate, positive, energetic, sincere engagement
customer support.
and easily accessible with your customers and to equip them

information via multiple with the information they need to create

seamless transitions between the online
channels (website, apps, text, and in-person experience.

phone, in person).
 7. Go above and
beyond.

Seize opportunities to do more than you have

to. Turn negative experiences into positive
ones, disarm your customers by quickly and
efficiently fixing their mistakes and getting
them back to the things that really matter
Mapping good customer experience journey

Customer experience mapping is a process for

discovering how your potential customers or new
users feel as they engage with your product or
service's sales funnel touchpoints .

MAHINAY MAE CHRISTINE

Steps to Build a Customer Journey Map
1. Set a clear objective for your customer
journey map.
One of the best things you can do before
diving into your customer journey map is
to have a clear idea of what you and your
team wish to accomplish by creating one.
MAHINAY MAE CHRISTINE
2. Define your personas and highlight target
customers
Much of the information you’ll use to create a
customer journey map will come from your
customer personas. Since a single organization can
have many different customer profiles, you’ll need to
decide whether you want your map to reflect
multiple different buyer’s personas in one, the
majority or most prevalent persona, or if you’ll
create an individual map for each target customer.
3. Define stages and identify goals for each

A customer journey map (or buyer’s journey, as it’s often called) can have many unique stages. The stages you define for
your map depend largely upon the goal you are trying to achieve and what you want it to show. However, a typical
customer journey has four distinct stages: the awareness stage, the consideration stage, the purchase (or decision) stage,
and retention.

Awareness stage: Your customer has identified a problem that needs solving and has just
encountered your product or brand for the first time. This phase encompasses why they are searching
for a product, their motivations for buying and the first moment they become aware of your brand.

Consideration stage: Your customer is considering what you have to offer and actively researching
your brand as well as competitor products.

Decision stage: Your customer has gathered enough information to commit to a purchase.

Retention: Your customer has made an initial purchase and is evaluating their overall experience.

MAHINAY MAE CHRISTINE

4. List out touchpoints - A touchpoint is each time your customer interacts with
some aspect of your brand, whether it be your company website, an advertisement,
an online review, purchasing and using your services, or contacting customer
support.

5. Gather data and customer feedback - At this point in the creation of your map,
you should have a pretty good idea of how your customers move through your
brand.

6. Determine pain points and points of friction

7. Identify areas for improvement - Identifying what areas of the customer journey
need tweaking is the first step to improving your customer’s overall experience.

MAHINAY MAE CHRISTINE

GROUP MEMBERS

Ison Maria Cristina Peñalver Joanna Marie

Madeja Joan P. Mahinay Mae Christine
Leader
THANK YOU FOR LISTENING