The value and benefits of customer experience

1. A COMPANY LIKE ME:CUSTOMER EXPERIENCE IS IN YOUR HOUSE
Paul Greenberg
March 2016

2. Understanding The Digital Customer

3. Digital Communications Revolution
Impacts all
institutions
Who and how
we trust
How we create,
distribute, consume
information

4. The Digital Customer
TRUST
Key element of the relationship
TREAT
employees well
HIGH QUALITY
Goods, services, tools, consumable experiences offered
LISTEN
to customers’
needs and
feedback
CUSTOMERS
placed ahead of profits
Trust in companies is #1 concern of public.
(Edelman 2012-16 Trust Barometer)

5. Multichannel

6. Omnichannel

7. Feelings On A Scale of…Not

8. Feelings on a Scale of…Not
In love Love Like a Lot Eh Don’t Like Hate

9. Data/Context/Insight
“The service at this 2-star Michelin
restaurant was friendly, though not
warm.”

10. Part of PVC Intersects EVC
EVC
PVC
Company
Vendors/
Suppliers
Partners/
Channels
External
Agencies
Customer
Friends Family
Everything Else
Going On
Other
Companies
Customer intersects but…
 That’s only part of the life of a
customer – and…
 This has serious implications
for customer experience and
its treatment

11. Definitions: Customer Experience

12. Customer experience -
the perception that
customers have of
their interactions with
an organization.
Source (Bruce Temkin)

13. Customer experience -
How a customer feels
about a company
over time.

14. If a customer likes you
and continues to like
you they will continue
to do business with you.
If they don’t
…they won’t.

15. The Basic Premise
What businesses value and what
customers value are different

16. The Basic Premise
Business values:
• Profitability
• Revenue
• Customer
satisfaction/loyalty/revenue
• Increasing shareholder or
stakeholder value
Customers value:
• Feeling valued

17. The Basic Premise – Meaningful Experiences/Customer Value
BEAUTY
pleasure to senses & spirit
CREATION
producing something new –
lasting contribution
COMMUNITY
sense of unity with others –
common purpose
DUTY
applying self to responsibility
ENLIGHTENMENT
understanding through
reason or logic
FREEDOM
sense of living without
unwanted restraints
HARMONY
pleasing relationship
of parts to whole
JUSTICE
feeling of equitable &
unbiased treatment
ONENESS
unity with that around you
REDEMPTION
deliverance from past
failure or problem
SECURITY
freedom from fear
of loss/worry
TRUTH
commitment to
honesty/integrity
VALIDATION
sense of being valued
individual worthy of respect
WONDER
awe of something beyond
understanding
ACCOMPLISHMENT
sense of satisfaction
in achievement
Source: Making of Meaning: How Successful Businesses Deliver Meaningful Customer Experiences – Diller, Shedroff, Rhea (2006)

18. Designing & Managing The Experience

19. Designing and Managing
The Objective:
• The customers’
experiences should be
good enough to ideally
create
“a company like me.”
• This should result in
something that provides
mutually beneficial value
to both customer and
company
The ideal results come in four parts:
The ordinary is kept ordinary.
A flexible approach,
processes/best practices, and
ongoing cultural/organizational
support are institutionalized.
The customer feels good about
their involvement with you –
no matter what form it takes.
Customers’ expectations are
met and occasionally
exceeded.

20. Designing and Managing
Tools
Services
Consumable
(and modular experiences)
Products
Customers need access to a combination of these things:

21. Designing and Managing
Consumable Experiences:
 They are modular in nature
 Customer pays for them
 Feels like they have choice in the matter
 Effective when combination of utility and
coolness – though depends on
circumstance
 Utility ordinarily trumps coolness (Hudson
Hotel, NY)
 Occasionally not the case (American Girl,
Mattel)

22. Waterfield Designs
San Francisco-based bag company
Stylish messenger bags, murses, for laptops, tablets,
phones, game consoles.
Model: customers choose
Very high quality personalized customer service.
Design choices: modular design choices. Choose
the size of the bag, the color, the enclosures, the buckles,
the straps, etc.
Resources
Go to the site, look over the choices, watch videos, add
the choices—see how it impacts the bag’s look.
Model: customer service
Know their customers: surveys on what
interests them, personalized thank you notes,
and delivery notifications.
EVC
PVC
Company
Vendors/
Suppliers
Partners/
Channels
External
Agencies
Customer
Friends Family
Everything Else
Going On
Other
Companies

23. Three Components of Experience
Emotional
How does it make
people feel?
Functional
Does it do what
people want it to
do?
Accessible
How easy is it for people
to do what they want to
do?
Experience
Designing and Managing
When the ordinary fails, the impact is greater on
the experience then when the extraordinary and
luxurious fails, because there is no expectation of
possible failure of the ordinary.

24. Case Study:

25. Dialog Axiata Group
Largest
of 6 telcos
in Sri Lanka
7.9M
customers
Top valued
brand in Sri Lanka
(Brand Finance)
Telecom Brand of
the Year
2 years running
(SLIM – Nielsen’s People
Choice Awards)
rated company
Acquired
2nd largest
fixed operator
(jointly w/
Firstsource Salons)

26. Dialog Axiata
Customer Experience Strategy
Managing customer
experience from the
“service delivery end”
Managing customer
lifecycle end to end
Get granular
information about
individual customers
Promote individually
tailored portfolio
of personalized
programs & offers
They map customer
experience daily

27. Dialog Axiata
Customer Experience
Vision
Branding the
service experience
My Customer Programme Redline
Five Star Partners
Customer Experience
Index and Dashboard
First-hand customer
experience portal
Voice of
Customer forums
Escalation
Management
Customer Save
and Retention
Loyalty Management User Experience Design
Customer Experience Initiatives

28. Dialog Axiata

29. Dialog Axiata
We need to do this because the
industry is highly competitive…
All of the competitors are
willing to cut prices and they
are improving services daily. We
need them to be exceptional.
Sandra De Zoysa, CCO, Dialog Axiata

30. Dialog Axiata
Assign staff to monitor customer
accounts in the background.
Provide exceptional value added services
such as e-channeling, movie booking,
medical appointments, concierge service,
food delivery services (short code services).
Customer Ownership Program

31. This has more to do with bonding and relationships for
the long term. It’s not just a phone. It’s not just revenue
to us. Wherever you go, there is Dialog in your life
making it easy for you. It’s all about how well Dialog fits
into Sri Lankans’ lifestyles. This is service from the heart.
Sandra De Zoysa, CCO, Dialog Axiata

32. Dialog Axiata
Lessons in Design and Management
The customer’s experience may
be over time but it is always
moving/changing
The culture of the company has
to support the “bonding” with
the customers
Don’t consider monetizing
“experiences” a copout or a
bad thing – its part of how to
benefit from providing
customers with a great
experience over time.

33. Delivering the Experience –
The Quality of Engagement

34. The Philadelphia Flyers
Jim McIsaac/Getty Images

35. Delivering the Experience
The Overarching Strategy
 Engage the fans all ways
 Know each fan’s individual lifestyles
to customize accordingly
 Measure, measure, measure,
learn, learn, learn
Two Programs
 How You Doin’?
 Early Birds

36. The How You Doin’? Program is
the culture of this organization.
We are always making sure that
we aren’t just implementing
software, but are embedding the
philosophy and outlook into
everything we do internally and
externally.
Shawn Tilger, SVP Business Operations,
Philadelphia Flyers
Delivering the Experience
Flyers’ Fan Engagement Program

37. Delivering the Experience
How You Doin’? Program
All staff at both HQ and Wells Fargo Center
trained to:
• Greet everyone who comes into stadium
• Answer questions for all comers
• To go above and beyond for customers
Staff are rewarded for their success at
transmitting the experience
• Can be nominated by fans
• Get prizes and bonuses
Help drive renewals

38. Doin’ Fine!
87% 97%
of all fans
greeted
were highly
satisfied
Photo: http://corporate.comcast.com/

39. Delivering the Experience

40. Delivering the Experience
The Early Bird Game Plan: Seasons Ticketholder
Renewals & Acquisitions
• Client development department
• Account reps assigned hundreds of accounts
each
• Use Turnkey to analyze all season
ticketholders
• Likelihood to renew
• 10 categories of criteria
• 5-star system
• All renewals loaded into system with profiles
and ratings
http://3.cdn.nhle.com/

41. Delivering the Experience
The Spot Event – 2-3 stars
• They book the Hall of Fame Room at Wells Fargo
Center for happy hour
• Season’s ticket holders
• From ice cream, to ice cream, beer, wine, snacks
• Renew today

42. Delivering the Experience
The Experience
• Customers felt that they were getting personal
attention in a room that also reminds them of the
team’s rather storied history.
• They get food and drink – which really isn’t a lot
but the combination makes the wavering ticket
holders feel good.
• “You don’t have to have luxury, you only have to
feel luxurious.”

43. Delivering the Experience

44. Delivering the Experience
Emotional Driver Contributions to Sports Fan Loyalty - 2013
35% History & Tradition
28% Fan Bonding
20% Pure Entertainment
17% Authenticity
http://3.cdn.nhle.com/

45. Delivering the Experience
Overall Renewal Percentage by Star Rating
83.7%
87.5%
84.3%
89.1%
92.0%
75%
80%
85%
90%
95%
1 Star 2 Star 3 Star 4 Star 5 Star
Results?
From 2010 through 2012,
seasons ticket renewals
were up more than 1000
from the previous year.

46. Delivering the Experience
http://3.cdn.nhle.com/
Develop an
engagement strategy
Define what you’re going
to need to do and to have
As you get what you need
to have, start doing what
you need to do
Flyer’s Case
 Strategy
 Customer knowledge – KEY
segment: KEY individual
 Designing the experience
 Training for staff
 Compensation for staff –
reinforcement of the
strategy
 Be clear on ROI or outcome
 Implement
The Steps

47. Advocates + Company = Love*Outcomes

48. Advocacy
A continuously excellent experience drives advocacy
Meeting expectations for
things important to the
customer
Consistency of the
interactions regardless
of channel
Engagement at the level
the customer is looking
for at the time
Exceeding expectations
on occasion to delight
the customer

49. Advocacy
Advocacy is maintained through continuous:
ENGAGEMENT
TRANSPARENCY
AUTHENTICITY
conversation
visibility
honesty, straightforward
behavior

50. The 360° view of the customer is no
longer the holy grail. It’s a pre-requisite.
THE OUTCOME?

51. The new holy grail: A company like me.
THE OUTCOME