Objectives: 1- introduction 2- Evolution of Marketing 3- CX Definition 4- Why is CX important for your business 5- The benefits of delivering a great CX 6- What is a good CX 7- The difference between CX & CS 8- The CX Cycle 9- Ways to Communicate your Customer 10- Measuring CX 11- Analyzing CX

1. CX
CUSTOMER EXPERIENCE
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PRESENTED BY
Dr. Ramadan Babers
https://w ww.linkedin.com/in/ramadan-babers-phd-78976345/

2. objectives
1 • introduction
2 • Evolution of Marketing
3 • CX Definition
4 • Why is CX important for your business
5 • The benefits of delivering a great CX
6 • What is a good CX
7 • The difference between CX & CS
8 • The CX Cycle
9 • Ways to Communicate your Customer
10 • Measuring CX
11 • Analyzing CX
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3. 1- Introduction
 Customer love to tell OTHERS about their extraordinary service
experience
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4. 2- Evolution of Marketing
 Product / Production -orientation Stage
 “make all you can.”
 All that is made can be sold.
 The production conceptholds that consumers will prefer products that
are widely available and inexpensive.
 late 1800s and early 1930s.
“The American public can have any color car
it wants so long as it’sblack.” Henry Ford
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5. 2- Evolution of Marketing
 Sales-orientation Stage
 “sell all you make.
 Supply frequently exceeds demand.
 Focus is on promotionand pricing;
objective is to sell all the inventory.
 Between early 1930s and 1950s.
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6. 2- Evolution of Marketing
 Market-orientation Stage
 “make what you can sell.”
 Variety in markets, variety in products.
 Employs full marketingmix.
 Focus is on customer needs and
satisfaction.
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7. 3- CX Definition
 CX is your customers’ holistic
perception of their
experience with your
business or brand
 CX is the result of very
interaction a customer has
with your business
Navigating
the website
Talking to
customer
service
Receiving
the product
/ service
Great customer experience
is your key to success
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8. 4- Why is CX important for your business
The better experience
customers have
The more repeat customer
Positive reviews you will
receive
Reducing the friction of customer
complaints and returns
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9. 5- The benefits of delivering a great CX
Increased customer loyalty
Increased customer satisfaction
Better word-of-mouth marketing
Increased positive reviews
Increased recommendations
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2
3
4
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10. 6- What is a good CX
 Good CX can be achieved if you:
Listing to your customer
Use customer feedback
Analyze the feedback regularly
Reduce friction and solve your
customers’ specific problem
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11. 7- The difference between CX & CS 11
CS
One part of CX
Refers to specific touch point within
the experience where a customer
request and receive help
e.g.
• Calling an operator to request ----
• Interacting via email
CX
Larger than CS
Includes every touch-point a customer
ever has with your company
e.g.
•First hear about you
•Appears in search in Google
•Time the customercalls yourCS team

12. Bad CX is primarily caused by:
Long wait times
Employees who do not understand customer needs
Unresolved issues/questions
Too much automation/not enough of a human touch
Service that is not personalized
Rude/angry employees
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13. Why you should use customer feedback
as part of your CX strategy?
 Customer Feedback:
is information you collect from
your customers about their
experience with your product,
service, website or business as a
whole.
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14. 14
Improve CX
Target
If is not measured & analyzed:
Missing out on the opportunity to use it
to improveCX
Problem
by
Increasing +ve
touch points
Removing or
reducing areas
of friction

15. 8- The CX Cycle 15
Engage
Test
CheckBuy
Use
Support
Everycustomer Involved
May occur with:
• Website
• Direct marketing material
• Media adv.
• Internet search result
Initial contact
• Depending on the product/service
• Critical prerequisite for moving to
next step
• Deeper exploration
• Cust. Trying to validateto buy
• Payment is completed
• Logistic process (may occur)
• This process does impact the overall
experience of the cust.
• Easiest & most expected
(cust/company)
• Initial interaction with the new
product/service
• This phase will influence the
engagement of the support
phase
• Ensure that the cust. get help in shortest
time
• Interaction with cust. support team,
knowledge base, internet, ….
• ActiveSupport: live conversation or chat
• Passive Support: listening to a podcast or
watching video

16. CX Models 16
Successful organization have ensured that all stages of
their CX cycle have clear alignment to their CX strategy.
A clear model for guiding CX is important
The main goal is to allow customers to realize their
expectations throughout the different phases.

17. CX Quality Framework & CX Cycle 17
CX Quality Framework
CultureSystemsPeopleProcess
CXCycle
Privacy policy3rd
party website
Contact center
Phone system
Marketing
Channel partners
Direct marketing
Customer
communications
Engage
Privacy policyCo. website
Internet search engine
Social media
Contact center – phone sys
Sales team
Channel partners
CS
Sales Appointment
Trial registration
Test
Privacy policy
Point of Sale
guidelines
Co. website
3rd part sites – PayPal, etc.
Logistics tracking
Sales clerk
CS
Logistic team
Channel partners
Transaction
Product delivery
Buy
Privacy policy
End-user license
agreement (EULA)
Co. website
Learning sys
Social media
Technicians
Trainers
CS
Channel partners
Product set-up
Learning
Use
Voice of customer
program
Warranty Policies
Co. website
3rd
party sites – YouTube
Contact center – phone
system
Technical support
CS
Training team
Channel partners
Product support
Product return
Support

18. CX Measurements 18
CX MeasurementKey Customer Moments
Customer Effort Score (CES)website – complete info – clear,
simple “take action” processEngage
CXCycle
Customer Effort Score (CES)Trial – open to try product before
purchaseTest
Net Promoter Score (NPS)
Customer Experience Index (CXi)
Payment – secure and easy
Buy
Net Promoter Score (NPS)
Customer Satisfaction Score (CSat)
Out of box experience – easy and
works first timeUse
Customer Experience Index (CXi)
Customer Satisfaction Score (CSat)
CS interaction – gettingto quick
resolutionSupport

19. Building CX Strategy into the CX Cycle
Based on cust. satisfaction and
building a long-term relationship
with the cust.
For service-based products, this
phase is an important and
depends on the quality, which
may make the image of a
company in the minds of their
customers.
3- Post-transaction Phase
CS in this phase is
associated with
routine tasks
These phase need
coordination for entire
system to deliver
service/product to the
cust. per desired
standard
2- Transaction Phase
Defining the service level
and related activities
Non-routine activities
Help to mold the
organization toward cut.
orientation and in turn
influence the perception
of the firm in the mind of
customer
1- Pre-transaction Phase
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20. Building CX Strategy into the CX Cycle 20
3- Post-transaction Phase2- Transaction Phase1- Pre-transaction Phase
a- Order status information
• In e-commerce, continuous feedback
is required during the shipment
b- Cust. complaints, claims and
returns
• The manufacturernormally evolves a
product return policy
c- Product installation,
commissioning and technical snags
• The aftersales department involvedin
this phase.
d- Cust. education and training
Complex product requires training
• Product manual
• Workshops
• Demonstrations
a- Order fulfillment reliability
• Reliability is to fulfill the order within
the agreed time and respect to the
quantity andquality.
b- Delivery consistency
• The consistency of delivery of
repeat orders.
• The problem in this phase may
needsystem improvement.
c- Order convenience
• Paperwork required by the supplier
• Complex payment terms
• Poorcommunication network
d- Order postponement
e- Product substitute
a- CS policy statement in
written form
• This will indicate the service
standards of the firm
• Performancemeasure,
evaluation method, reporting
structure andreward structure
will be evolved
b- Organization building
• The firm should formalize the
porting structure, delegate
authority andallocate
responsibility.
c- Structuring the service
• Depends on cust. expectation,
industry standard, and the
service standardthe firm would
like to keep.

21. 9- Ways to Communicate your Customer
Customer
In-Person
Email
Phone
Video
Presents
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• Oldest medium
• Speaking to the cust. directly and
looking them in the eyes
• Read the customers’ body language
• These interactions eliminate any
misunderstanding that can arise in
other forms of communication.
• Cust. are increasingly consuming
information via videoon YouTube
• The informal video often works
better than the more polished
version
• the most overlooked ways to
trigger positive customer
emotions
• the best presents are meaningful
and personalized
• The primary medium businesses
use to interact with customers
• Inexpensive& easy to track
• Very few people are checking
their email! But they are feel that
this way is personalized and
purposeful
• “Reach out and touch someone” &
“in person”
• 91% of people keep their phone less
than three feet away from their body
at all time.
• 90 min to respond to an email
• 90 sec to respond a text message

22. Getting start your CX strategy
CX (begin)
Identified the
key touch
points in their
journey
Identified
your ideal
customers
Collected
customer
feedback
and insights
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• Who would get the most value
from your product/service
• They are the backbone of your
customer base
• To find them:
Lunching a simple on-page
survey and ask your website
visitors (who they are, what
they do, how use your
product)
There are certain touchpoints are
important even if your customer do not
mention
• Point of sale
• New customer onboarding
• Lost deals
• Customer renewals
• Customer cancellations
• 1st time website visits
• Product returns
• Closed support tickets (20 min after)
• To collect feedback:
Run customer experience
surveys
Explore your web analytics
data
Hiring mystery shoppers

23. 10- Measuring CX
 CX survey:
• Is a questionnaire designed to help a
business capture customers’ thoughts
and feelings about its brand, products,
or service.
• Help you gather data at specific touch
points.
• Will help you improve the experience for
both your current and future customers.
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24. Lunching a CX survey in 4 steps 24
Determine
what you want
to study
Pick the right
survey
Decide which
types of
questions to
ask
Build and send
your survey

25. Step1: Determine what you want to study 25
 Pick one touch point you want to study
Pre-sale
•Information is
enough to make a
purchase?
•Is anything stopping
them to take a
decision?
Post-sale
•Are they happy
with the product?
•Ordering process
was easy?
•Wouldthey change
something?
•Wouldthey
recommend you to
a friend?
Following a
support call
•Did you solve their
problem?
•How easy was it to
find a solution?
•How does that
affect their opinion
of your
product/service?
Downgrading,
canceling or
returning an
item
•Are they unhappy
with the
product/service?
•If so, why?

26. Step2: Pick the right survey 26
 Five of the most effective surveys you can get
Customer
satisfaction
(CSAT) score
Simple questions (yes/no& sad/happy face)
Tracking CSAT is very useful, as a sudden drop
can quickly alert you to check
Net Promoter
Score (NPS)
Asks how likely someoneis, on scale of 0-10
It allows you to ask “why” follow up questions.
NPS is the strongest predictorof a company’s future
growth.
Customer Effort
Score (CES)
Measure the effort it takes for cust. to do things
like fixing a problem or using the product.
Point-of-conversion
survey
Is sent out aftercustomers reach a very specific milestone
and complete apurchase on yoursite.
Buying experiencescale (1 “hate it” – 5 “lovedit”
Retention Survey
Investigates why customers are canceling a
service or returning an item
Investigatethe main reasons people decidedto
leave yourcompany or product
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3
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27. The Most Effective Surveys You Can Get for CX
How to Use
Survey Where to askWhen to use itWho to ask
on-page survey or
via email
following any website
interaction you want to
evaluate
anyone
Customer satisfaction
(CSAT) score
can send viaemailwaituntil customers use
your product/service
payingcustomers
(had some time with
your product)
Net Promoter Score
(NPS)
on page survey or
via email
20-30 min after a support
call
customer attempting
to achieve a goal on
your website
Customer Effort Score
(CES)
on-page surveyimmediately following the
sale
customersPoint-of-conversion
survey
on-page surveyduring the cancelation or
return process
clients who are
canceling
service/return an item
Retention Survey
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28. Step3: Decide which types of questions to ask 28
 Questions does not chosen at random
 Each type of questions serves a specific purpose and has advantages & disadvantages
Open-ended questions
Multiple-choice questions
Rating scale questions (ordinal questions)
Binary scale questions
Nominal questions
Likert scale questions
Semantic differential questions
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2
3
4
5
6
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29. 29• Offer a range of answers that
correspond to a numeric scale
• e.g. a scale of 1-5
(1: not easy at all, 5: very easy)
• Two possibilities (yes/no or happy face/sad face)
• Less ambiguous than a rating scale
• Specify separate categories for answers
• Answers don’t overlap unless there is an “all of the
above”option.
• No numeric valuein answer
• 5 or 7 point scale used to evaluatecustomer
sentiment (1: extreme +ve,7: opposite extreme and
4 indicates a more moderate view)
• Like Likert scale questions (use 5 or 7 point scale)
• Do not ask agree or disagree as in Likert (ask to
choose the point that best describes their position)
Ratingscale
(ordinal)
Binary scale
Nominal
Likert scale
Semantic
differential
• Customers can write
anything they want
• The data is more
challenging to
analyze
• Limited no of
possible answers
• Easy to analyze
Questions
Types
MCQ
Open-ended

30. Step4: Build and send your survey 30
 Regardless of your tool of choice, always keep the following three tips in mind:
Three
Tips
1- Start
small
2- Pick an
ideal time to
distribute your
survey
3- Evaluate
your data
Do not set up all surveys at once
• Start small
• See how it goes
• If certain questions do not work
(replace/remove them)
• Learn from your mistakes & improve
with the next round
• 20-30 min after the interaction,
which givesthe customer
enough time to check the
service/product
• When your sample size is large
enough
• Use a sample size calculator to
figure out how many data points
you need to achievestatistical
significance

31. 11- Analyzing CX
• Once all the data points are in
your hand, it is important to
address:
 Micro-level (individual complaint)
• Issue from an employee (needtraining)
• Issue form company policy (managercan
explain/explore otheralternatives)
 Macro-level (company process,
policies, product issue, …)
• Take a look at the big picture and identify
where in the customerjourney, the largest
complaints occurfrom yourideal customers
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32. 11- Analyzing CX
• 2 factors to keep improvement:
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How serious is the issue? Does it
keep people from converting?
Or is it a minor annoyance?
How common is the
experience? Does it affect
4% of your users? Or 40%?
Serious Problems:
• Changingcompany polices
• Trainingstaff
• Redesigningcompany website
• Rethinking about the processes

33. 11- Analyzing CX 33
• Regular CX analysis is vital because it tells
you whether your effort are paying off.
• If you notice a downward trend, you have
got to look deeper and identify the root
cause.

34. End
Q & A
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