Customer Experience ROI Myths
Introductory eBook
ClearActionCX.com
myth
customer care = customer experience management
new wisdom
customers want straightforward products & services
. . . prevent “unnecessary” calls to customer care
. . . prevent pre-care surprises, confusion, issues
. . . expect issue originators to prevent recurrence
. . . engage the rest of the company
Win-win:
© 2015 ClearAction LLC. All Rights Reserved.
1)
reduce costs of broken processes
2)
reduce customer care workload
3)
save customers’ time
myth
surveys = customer experience management
new wisdom
customers want ease of business
. . . act on what they’ve already told you
. . . expect managers to eradicate root causes
. . . enable departments to prevent issues together
. . . ask only what you’re prepared to act on
. . . ask re: your contribution to customers’ goals
Win-win:
© 2015 ClearAction LLC. All Rights Reserved.
1)
differentiate in ease-of-doing-business
2)
reduce costs of broken processes
3)
save customers’ time
higher ROI from ease of doing business
300% ROI on reducing negatives
compared to increasing positives
0.14% Revenue Growth
0.41% Revenue Growth
1%
Increase
of Positive
Word-of-Mouth
1%
Reduction
of Negative
Word-of-Mouth
- London School of Economics Advocacy Drives Growth study
3X ROI on substance versus sizzle
© 2014 ClearAction LLC. All Rights Reserved.
Free the boat of anchors
before raising the sails
Highest growth from
ease-of-doing-business
for enduring customer experience ROI
Click to access online articles:
Customer
Experience
ROI Maturity
Roadmap
© 2015 ClearAction LLC. All Rights Reserved.
Exploring
the Elusive
ROI
of CXM
Metrics
for
CXM
myth
engagement = customer experience management
new wisdom
customers want mutual value
. . . add value to compel retention & repurchase
(they paid fair market value already)
. . . make it natural to love your company
(prevent waste of misalignment)
(reduce need for remedial enticements)
Win-win:
© 2015 ClearAction LLC. All Rights Reserved.
1)
re-channel $ from enticements to value creation
2)
differentiate through value-add
3)
reduce costs of escalation, enticement,
and mis-aligned experiences
myth
technologies = customer experience management
new wisdom
customer experience excellence is a way of life
. . . customers source revenue, budgets, salaries
(what is more important to align to?)
. . . shareholders leave when customers leave
(not the other way around)
. . . best-loved firms are aligned to customers
Win-win:
© 2015 ClearAction LLC. All Rights Reserved.
1)
virtuous circle of constructive behaviors
2)
differentiate in ease-of-doing-business
3)
be more compelling to customers & employees
stumbling blocks of common practices
If your CX approach is to . . .
♦ Entice customers to recommend you?
♦ Sway customers to renew/rebuy?
♦ Saddle the front-line with CX results?
♦ Throw gaps over the wall to Service?
♦ Manage CX as program silos?
♦ Vary across products?
© 2015 ClearAction LLC. All Rights Reserved.
Then customers will . . .
And CX ROI will be . . .
Feel enthusiastic temporarily
Short up-ticks in revenue
Be impressed with high-touch
A hamster-wheel of costs
See inconsistency that inhibits
trust
Elusive and sporadic
for enduring customer experience ROI
Click to access online articles:
Voice
of the
Customer:
Do This,
Not That
© 2015 ClearAction LLC. All Rights Reserved.
Customer
Journey
Mapping:
Do This,
Not That
B2B
Customer
Experience:
Do This,
Not That
myth
touchpoints = customer experience management
new wisdom
customer experience starts before contact with you
. . . see customers’ view across their life cycle
. . . understand their behind-the-scenes steps
. . . help every functional area anticipate their
ripple effect on customer experience
Win-win:
© 2015 ClearAction LLC. All Rights Reserved.
1)
differentiate in value to your customers’ world
2)
get ahead of your competition
3)
anticipate, to be nimble in your market
myth
front-line staff = customer experience management
new wisdom
customer experience is affected by every employee
. . . attitudes, hand-offs, processes, & policies
have a ripple effect on customers
. . . weave CX context into everyone’s daily work
(employees want their firm to be loved)
Win-win:
© 2015 ClearAction LLC. All Rights Reserved.
1)
expand value through aligned efforts
2)
differentiate in ease-of-doing-business
3)
be more compelling to customers & employees
for enduring customer experience ROI
Click to access online articles:
Customer
Experience
Strategy:
Do This,
Not That
© 2015 ClearAction LLC. All Rights Reserved.
CustomerCentric
Culture:
Do This,
Not That
Customer
Experience
Governance:
Do This,
Not That
Keep in touch:
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization
Let’s talk:
tel +1 408 687 9700
[email protected]
ClearActionCX.com