Ch 9: Managing Your Customer Experience

Question 1

What is Blight of Bland?

Answer 1

Phenomena of underwhelming customer experiences.
Can be caused by companies only focusing on the physical
- Innovation imitation which can lead to: Commoditization
- Because there are so many similar products, they lose their differentiability, and are used interchangeably.

Question 2

What is an element

Answer 2

defined and articulated part of your customer experience. They are noth physical and emotional

Question 3

What does the Customer Experience Pyramid do?

Answer 3

Provides a process for the development of great customer experiences.

Helps all functional areas focus on same CX, and help everyone understand their individual role

Question 4

How does the pyramid work?

Answer 4

CX- CX statement- Each area will work from this- provides integrated CX

Elements(Makes up CX)- The individual Physical and emotional elements each area wants to focus on.

Sub-elements- Elements need to be broken down so they can be managed

Standards you want to attain- Made from sub-elements

Measures- Internal and external measures made from standards

Targets- Then set targets which drive, and are consistent with, the chosen properties of the sub-element.
A target is an unambiguous statement of the required performance level of
a measure:for example, 3 per cent of orders revised due to inaccurate entry

Initiatives- Identify initiatives that will help us achieve the target/ or improve the measure for that property or element

Question 5

What is the difference between the Customer Experience Competencies TM and the Customer Experience Pyramid™

Answer 5

Competencies focus on how we can bring brand values to life

Experience pyramid is more about the customer experience itself, and in detail shows how each functional area will work together

Question 6

What is a CX statement

Answer 6

statement which contains the elements
that have been chosen for delivery, written in a way that can be easily
understood and will inspire people into action

Question 7

What is a measure?

Answer 7

Means by which a standard can be assessed objectively in terms of performance.

Question 8

Factors that affect the importance of Elements and/or sub elements

Answer 8

Type of Market: Retail- reliability, confidence; Utility-Timeliness

  Product and Market maturity-  When it's new, innovation and excitement, after time companies must grow in- accessibility, trust, accuracy etc.- these will become more important
  Different products- Life insurance- most important is trust, car-reliability
   Customer Segmentation- Older Generation would value user-friendliness over quick learning youth
   Vertical Markets-

Use element that customers value most

Question 9

CX model diagram

Answer 9

Enablers of your customer experience:

Communications
Right people
Employee satisfaction
Leadership
Company culture
Organizational structure