2 - Customer Experience Management Project Management Flashcards
experience includes all of your stakeholders
- small, mid, large customers
- media
- public
- partners
- volunteers
- web visitors
- congress
- regulators
- industry community
- vendors
- your organization: finance, product, marketing, HR, IT…
stakeholders have:
- needs
- concerns
- thoughts
- feelings
goal is:
- to have a delightful experience in all the different touchpoints we have with stakeholders
listing and understanding your stakeholders requires constant review because:
- new stakeholders may be added over time
- stakeholder experience may need to be changed
stakeholder target
- need to connect with different stakeholders
- segment into different groups if the customer experience is going to be different
The steps of CEM
1- Analyzing the Experiential World of the Customer
2- Building the Experiential Platform
3- Executing the Experience Implementation
3a- Designing the Customer Experience
3b- Structuring the customer interface
3c- Engaging in continuous innovation
Layering the experiential world of the customer
- Business context (cloud, mobile)
- Usage situation
- Product/service category experience
- stakeholder experience
business context
overall landscape and latest trends
most significant players and influencers
Usage situation
changes occuring in product/service use
categorizing changes across companies and people
Product /service category experience
specific product/service needs by industry
customer insight space
field -- unobstrusive/automatic: big data observations field -- obstrusive/conscious: ethnography offline/online surveys lab -- unobstrusive/automatic: psycho-physiological measures brain scanning lab -- obstrusive/conscious: focus groups experimental studies
customer touchpoints
experience providers:
- traditional communications
- product/services
- website
- partners
- employee interactions
- professional events
- social media
customer journey
- need
- awareness (conference booth, website)
- consideration (brochures..)
- acquisition
- service (information/technical support)
- loyalty (referral, product upgrade/renewal)
customer journey grid
process:
- touchpoints
- customer thoughts and feelings
- pain points
- ideas to improve
