Transcript The newly discovered role of the sub

Beyond Philosophy’s
CEM Certification
www.beyondphilosophy.com
Colin Shaw
Zhecho Dobrev
Derek Blackburn
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Reduce
control panel
Mute or
Unmute
your line
Telephone or
Computer
WebCam
Get back to
the
Presentation
Screen
Write a
question
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Certification Course Flow
Participants Intro & Expectations
What is Customer Experience and CEM?
Homework review, previous module recap & discussion
2.
3.
Seven Key Strategic Questions to Build a Great Customer
Experience
Homework review, previous module recap & discussion
A Foundation: The Emotional & Subconscious Experience
Homework review, previous module recap & discussion
Duration
Date & Time
30 min
Monday, December
2nd
11am ET
1 hr
30 min
1 hr
30 min
1 hr
30 min
4.
A Foundation: Experience Psychology
Homework review, previous module recap & discussion
1 hr
30 min
5.
Setting the Strategy & Designing a CEM Program
Homework review, previous module recap & discussion
1 hr
30 min
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1 hr
Becoming Customer Centric
Homework review, previous module recap & discussion
30 min
7.
Consolidation: Discussion & Debating
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1 hr
Monday, December
9th
11am ET
Monday, December
16th
11am ET
Monday, January
6th
11am ET
Monday, January
13th 11am ET
Monday, January
20h
4 11am ET
Monday, January
27th
4
11am ET
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Learn
• Reading
• Webinars
Try
• Homework
• Business as usual
Apply
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• Pilots
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Introductions
Name, Job title, Company
What is your key challenge?
What are you looking to get out of
this training?
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Meet your buddies
Millie Martin
Mary Labbe
Martin’s Point Health Martin’s Point Health
Care
Care
Customer Experience Customer Experience
Specialist
Specialist
• 4+ years at Martin’s
Point Health Care
• 20 + years practice
manager experience
• Certified medical
assistant
• Love to travel
Beyond
• 4 years at Martin’s
•
Point Health Care
• 21+ years at L.L.Bean,
Inc.
•
• Experience in
Recruiting and
•
Customer Satisfaction
• BFA in Art History
• Proud Grandmother
• Passionate reader
Melissa Anderson
The Nebraska
Medical Center
Director, Patient
Experience
13 years at The
Nebraska Medical
Center
Nurse by
background
Worked in
healthcare setting
for over 20 years
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Bianca Flottmann
Secunia
Customer
Experience
Coordinator
•
•
More than 9 Years
Sales experience
B2B
Since 2,5 Years
Customer
Experience
Coordinator at
Secunia
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Delegate
Job Title
Company
Christina Echevarria
Canon Solutions America
Laurie Goldman
Customer Experience
Director of Customer
Experience
Danny Lorenty
Federico Bausone
Evelyne Dewitte
IT Project & Customer
Service Operations Manager St Edward's University
CEO
Multimedia
Solutions Manager
GFK
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Elkay Manufacturing
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Some logistics…and expectations…
Copy of the slides will be sent with
a recording of the webinar will be
available
Homework between each model
You can work in Buddies
The reading materials….
How can I apply it?
I am only just starting to see the
connection with my day to day job
I am concerned about the exam…
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Today’s Module
What is Customer Experience and CEM?
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CEM Certification
This module’s objective:
• To walk away with a foundation of the rational, emotional,
conscious and subconscious experience
• To enable you to start to
looking at your own
experience with this new
lens and realise you need
to manage this.
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Investing in Customer Experience pays off
dividends… Literally!
If invested
$ 100 in
ACSI
Leaders…
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Source: http://cfigroup.com/downloads/Customer_Satisfaction_and_Stock_Returns_CFI_Group.pdf
Beyond Philosophy © All rights reserved. 2001-2013
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Customer Experience Leaders Outperform the
Market
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15 stats that shows improve Customer Experience
improves revenue and save costs…
1. Price is not the main reason for customer churn, it is actually due to the overall poor quality of customer service – Accenture global
customer satisfaction report 2008
2. A customer is 4 times more likely to defect to a competitor if the problem is service related than price or product related – Bain & Company
3. The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics
4. For every customer complaint, there are 26 other unhappy customers who have remained silent –Lee Resource
5. A 2% increase in customer retention has the same effect as decreasing costs by 10% – Leading on the Edge of Chaos, Emmet Murphy &
Mark Murphy
6. 96% of unhappy customers don’t complain, however 91% of those will simply leave and
never come back – 1st Financial Training services
7. A dissatisfied customer will tell between 9-15 people about their experience.
8. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of
Consumer Affairs
9. Happy customers who get their issue resolved tell about 4-6 people about their
experience. – White House Office of Consumer Affair
10.70% of buying experiences are based on how the customer feels they are being treated –
McKinsey
11.55% of customers would pay extra to guarantee a better service – Defaqto research
12.Customer who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you
again, as to if they ‘only’ gave you a score of 4.8. – TeleFaction data research
13.It takes 12 positive experiences to make up for one unresolved negative experience –
“Understanding Customers” by Ruby Newell-Legner
14.A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain &
Company
15.It costs 6 – 7 times more to acquire a new customer than retain an existing one – Bain &
Company
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Beyond
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Beyond
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Increase in Net promoter Score: “As a
result of its customer experience efforts,
NPS has improved from -10 to +30”
Increases shipping volume. “Maersk
correlated a 4 point increase in Net
Promoter Scores with a 1% increase in
additional volume shipped by customers”.
Training improves Net Promoter Scores
in local regions. “The 55 regions that
have set up local councils also received a
three-day training course in customer
experience improvement methods. The
result: of participating local offices showed
a 10 points higher score on their NPS than
those offices that opted out”.
Beyond Philosophy © 2001-2012
All rights reserved.
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Humans life is full of experiences…
Work Experience
Family Experience
Personal
Experience
Social
Experience
Vacation
Experience
Customer
Experience
Spiritual Experience
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Customer Experience definition
A Customer Experience is an interaction between
an organization and a customer as perceived
through a Customers conscious and subconscious
mind. It is a blend of an organization’s rational
performance, the senses stimulated and emotions
evoked and intuitively measured against customer
expectations across all moments of contact.
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Rational and Conscious
Emotional and Subconscious
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© Beyond
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Experience
Psychology
We ‘see’
things
Maslow,
Cognitive
Dissonance etc
95%
subconscious
We feel
emotions
We act.
Cared for
Trust
Frustrated
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The emotional experience
Vacation experience
Helpful staff
Above
Expectations
5
Clearly marked, lots
of staff assisting
‘Winding queue’ seems like you are
going somewhere
2
Directed to security
Met
Expectations
Neutral
Clearly marked;
staff very helpful
To plane
Departure
lounge
Security
At check-in
Queuing at
check-in
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Information
boards
Difficult to read
boards
Poor facilities, long
queues to eat
Departures area
Bus to Airport
Below
Expectations
Terminus
Overcrowding
4
Forced to queue
by plane
Assessment
3
To Security
1
On board plane
Difficult to read
boards
The brain expends
only about 2% of its
energy on
conscious activity,
with the rest
devoted largely to
unconscious
processing.
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Subconscious experience
• The cues and clues we
don’t see...
• The questions you ask on a
survey form
• How your process is
designed
• What people say…
• Brand
• Colours, fonts, shapes.
•
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Pharmaceutical representative….
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How do you feel on arriving…departing?
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Customer Experience is about managing the gaps…
Customer Expectations
(conscious and subconscious)
Current Experience
(as perceived by the customer)
Intended Customer Experience
(what the business says should happen)
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Homework…
Homework
Consider these questions and how your
organization would answer them
1. What is the Customer Experience you are trying to
deliver?
2. What are the emotions you are trying to evoke?
3. What is your subconscious experience?
4. What do your Customers really want and what drives
& destroys value?
5. Who are your Customers?
6. Is your Customer Experience deliberate?
7. How Customer centric is your organization?
Send it to us by COP on Friday!
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Next…
Logistics
The next event will be on
Monday December 9th
• ‘Seven Key strategic
questions’
• Zhecho Dobrev
This webinar will be available
for a short time on our
website in a password
protected area. We will send
an email with details.
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1.
2.
3.
4.
What is the Customer Experience you are trying to deliver?
What are the emotions you are trying to evoke?
What is your subconscious experience?
What do your Customers really want and what drives &
destroys value?
5. Who are your Customers?
6. Is your Customer Experience deliberate?
7. How Customer centric is your organization?
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