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Mastermind Webinar
Customer Experience in your Business
@jmacfusion
#ISMMCX succeed.
We help small businesses
Justin MacDonald
Manager of Customer Experience
Infusionsoft
We help small businesses succeed.
“Customer Experience
leads to profits…if you
treat it as a business
discipline.”
- Harley Manning
CX VP Forrester Research
We help small businesses succeed.
Why CX?
We help small businesses succeed.
Customer Experience Leaders vs. Laggards
Public Performance over last
7 years
50%
CXI Leaders
43%
76.9%
40%
30%
S&P 500
14.5%
20%
10%
CX Leaders outperform CX
Laggards over last 7 years
0%
-10%
-20%
-30%
CXI Laggards
-33.9%
-40%
CXI Leaders
S&P 500 Index
CXI Laggards
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Customer Experience is
happening whether you
acknowledge it or not.
We help small businesses succeed.
How?
We help small businesses succeed.
What?
We help small businesses succeed.
What is CX?
We help small businesses succeed.
What CX is NOT
• It is not Customer Service
• It is not Fulfillment
• It is not your Product
We help small businesses succeed.
CX is how your
customers perceive your
company
We help small businesses succeed.
CX is how your customers perceive your company
Customer experience is the aggregate sum of all
experiences, both conscious and unconscious,
that a person has with your company, brand, and
reputation, and how the sum of those experiences
makes them feel.
We help small businesses succeed.
Customer Experience
Journey
Moment
Moment
Moment
Moment
Moment
Journey
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
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Customer Experience
Journey
Moment
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Moment
Moment
Moment
Journey
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
Moment
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Six Disciplines of Customer Experience
1.
2.
3.
4.
5.
6.
Strategy
Understanding
Design
Measurement
Governance
Culture
We help small businesses succeed.
CX Discipline 1
Strategy
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Discipline 1: Strategy (this is your Gameplan)
Intended
Experience
CX
Strategy
Company
Strategy
Brand
Attributes
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Herding Cats
Without a
CX Strategy
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With a CX
Strategy
We help small businesses succeed.
CX Strategy
• Customers happily
trade the self-service,
bulk, warehouse,
industrial experience
for great savings and
high quantity.
• Costco’s CX Strategy
is one of “Cost
Leadership”
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CX Strategy
• Customers happily pay
premium prices in exchange
for an upscale shopping
environment, premium,
hard-to-find products,
natural, organic, ethnic
products, and local
produce.
• Whole Foods CX Strategy is
one of “Differentiation”
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CX Strategy
• Customers happily pay elite
prices for concierge
delivery, top of the line,
hand-selected meats,
chosen by shop owner
Victor Puharich himself.
• Victor Churchill CX Strategy
is one of “Tailored Intimacy”
• “The Bulgari of Buchery”
We help small businesses succeed.
CX Discipline 2
Understanding
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Discipline 2: Understanding
A set of practices that creates a shared understanding of
who customers are, what they want, and how they perceive
the interactions they have with your company today.
We help small businesses succeed.
Tools for CX Understanding
• Define your Target Market
• Create 3-4 Personas
• Map the most common CX journeys
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web search, site navigation
contact request journey
sales journey
buying journey
fulfillment journeys
• Identify low moments
• Identify Root Cause
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Journey Map
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We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
CX Discipline 3
Design
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Discipline 3: Design
How you envision and implement
the customer interactions you
want them to experience
“
Design is the
difference between a
garage band and a
symphony orchestra
”
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Focus on moments that actually matter
• Reverse engineer from the successful outcome you
desire
• That experience should do the following:
– Meet the customer’s needs
Enjoyable
– Be Easy
– Be Enjoyable
Easy
Meets Needs
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Critical moments to make easy
• Make it easy:
– To find you
– To contact you
– To pay you
– To get help
Enjoyable
Easy
Meets Needs
We help small businesses succeed.
CX Discipline 4
Measurement
We help small businesses succeed.
Discipline 4: Measurement
• How you consistently quantify CX quality
• Channels:
– Survey – what they say
– Behavior – what they do
– NPS or CXI
– Engagement – support calls, content consumption,
usage of product
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Why you need to Measure
• It allows you to prioritize decisions, track trends, and
customer response to changes
• Easily creates opportunities to get testimonials and
identify raving fans
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How to Measure for small business
• Short, Simple, Consistent
• Automate transactional surveys
• Automate relational surveys
• Track vital behaviors (recurring rev, repeat sales, lost
opportunities)
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Surveying
• NPS (Net Promoter Score)
– One Question - scale of 0-10
1. “How likely are you to recommend us to a friend or
family member?” 1-10
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Calculating NPS
– Score of 9 or 10 = “promoter”
– Score of 7 or 8 = “neutral”
– Score of 0 -6 = “detractor”
– % of promoters minus % of detractors = NPS score
– Ex. 82% promoters – 8% detractors = 74 NPS
We help small businesses succeed.
Surveying con’t
• CXI (Customer Experience Index)
– 3 questions, scale of 1-5
1. How well did this experience meet your needs?
2. How easy was this experience?
3. How enjoyable was this experience?
We help small businesses succeed.
Calculating CXI
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–
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–
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Score 4 or 5 = positive
Score of 3 = neutral
Score of 1 or 2 = negative
% of positives minus % of negatives
Average of all 3 questions’ scores = CXI
– Ex.
•
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Meets needs = 87
Easy = 65
Enjoyable = 89
83 CXi
We help small businesses succeed.
CX Discipline 5
Governance
We help small businesses succeed.
Discipline 5: Governance
This allows you to manage the customer experience, to
hold your company accountable for actually delivering the
designed experience every time.
We help small businesses succeed.
How to govern
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Clear expectations
Clear consequences
Set people up for success
EMPOWER them to choose
Review informally every week.
Review formally at least every quarter
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CX Discipline 6
Culture
We help small businesses succeed.
Discipline 6: Culture
Your system of values and behaviors that focus employees
on delivering exceptional CX
We help small businesses succeed.
How to create the needed culture
• Create trust
– Hire for integrity
– Design for autonomy
• Socialize CX in your company
• Share and communicate the importance of CX and
customer wins
• Rewards
– Simply thank you
– Public recognition
– Formalized reward program
We help small businesses succeed.
Time to Commit
• Roll up your sleeves
• Take a day to start thinking and planning about how to
implement these disciplines
• This is what successful companies are doing
• Whether they call it CX or not
• As a smaller business, the first 3 disciplines are more
important
– As a solopreneur, the last 3 disciplines are controlled
by you
We help small businesses succeed.
What does this look
like in and out of
Infusionsoft?
We help small businesses succeed.
Get Some…
1.
2.
3.
4.
5.
Get found
Get contacted
Get customers
Get paid
Get them what they deserve
We help small businesses succeed.
Get found
We help small businesses succeed.
Get contacted
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98% of all Infusionsoft customers have a website
Over 95% of all websites have a “contact us” page
98% of all “contact us” pages have a “contact us FORM”
Less than 50% of businesses follow up with ‘contact
us’ requests in 24 hours
We help small businesses succeed.
What’s your webform worth?
2% Visitor Conversion
63% Sales Conversion
$12K of first buy revenue
$945 CLV
$29295
We help small businesses succeed.
Easy sources
• Lead capture forms
• Click to call for mobile site
• Business Cards
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Get customers
• Sell to serve
• Conversational selling
• Hone your talk tracks
• Conversational Selling Webinar
– http://goo.gl/zrnRU6
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Get paid
• Cardinal rule:
– Make it easy for people to give you their money
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Get them what they deserve
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Deliver your world class product or service
Follow up with personalized gratitude
Encourage to consume
Request for feedback
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CX success story
We help small businesses succeed.
Moments that matter
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Follow up
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Automated follow up
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Rising CX
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The final result:
• Weekly Skype coaching sessions
– $1600 ($200 x 8 sessions)
• Purchased Vol. II
– $297
• Purchased DRR Clinic
– $147
The Swing: went from -$147 to +$2191
We help small businesses succeed.
Questions?