Customer Journey and CX

Question 1

CX Customer Experience

Answer 1

facilitate acquisition, enhance satisfaction, increase retention, and reduce attrition

Question 2

what is this example?

new trend is Apple, Amazon, Disney, Marriott, MillerCoors, Ford and many others have Chief Customer Officer (CCO)
10% of Fortune 500 and 22% of Fortune 100

Answer 2

Customer experience enhancing

Question 3

How to improve Customer experience CX?

Answer 3

identify and fix friction and pain points

Systematically understand customer experience to facilitate acquisition, enhance satisfaction, increase retention, and reduce attrition

Question 4

3 goals of increasing CX

Answer 4

1 retention/reduce attrition - enhance satisfaction
2 increase cross sell
3 increase advocacy, positive word of mouth, NPS net promoters score

Question 5

attrition

Answer 5

Customer attrition, also known as customer churn, customer turnover, or customer defection, is the loss of clients or customers.

Question 6

Forrester

Answer 6

does CX calculations for companies

eg. for automakers one point more in CX causes $48.82 per customer, for 18M customers = $879 M in more sales

this is not like more cars - it’s like other supplementary products to the car like cleaning, maintenance etc.

Question 7

Forrester Scoring Customer Experience

Answer 7

see diagram

CX quality
- effectiveness
- ease (of getting value from the experience)
- emotion (customers feel good about experience)
Customer Loyalty
- Retention
- enrichment (likelihood of buying additional products and services)
- advocacy (likelihood of recommending to

Question 8

What is this example?

Positive and Negative Emotions Drive a Customer experience - US customer experience Index 2018

Answer 8

CX quality (emotion)

Positive emotions

• appreciated
• confident etc.

negative emotions
- annoyed disappointed frustrated

Question 9

The types of CX quality and growth relationships

Answer 9

linear growth
diminishing relationship
exponential relationship

Question 10

linear relationship

Answer 10

autohome insurers
health insurers
internet service providers
rental cars
retailers
tv service providers 

better CX creates growth

Question 11

diminishing relationship

Answer 11

airlines
credit card insurers
OTT providers
wireless service providers

They max it out after a while

Question 12

exponential relationship

Answer 12

auto manufacturers
banks
brokerages
hotels

more CX can grow this really fast

especially for banks because people put more funds into one bank etc.

Question 13

Trends who has the best CX scores by companny

Answer 13

Navy Federal Credit union
USAA - credit for military families 
Trader Joes
...
Zappos

Question 14

Trends who has the best CX scores by company

Answer 14

Navy Federal Credit union
USAA - credit for military families 
Trader Joes
...
Zappos

Question 15

Customer Journey Map

Answer 15

Visual depiction of customer’s interaction with an organization

Question 16

Customer Journey Map horizontal axis

Answer 16

• Pre-service period, service period, post service period
• Plot touch points based on customer research
• Reduce to relevant interactions

Question 17

What is this example?
Satellite TV Customer Journey - top line is company journey with customer
bottom is customer Journey

Answer 17

Customer Journey Map

memorize this to draw one yourself!

they look at customer map
company map
and opportunities to better the points

Question 18

Important

find the touchpoint that really matter

Answer 18

you can have like 60 and only have 10 matter

Question 19

Important

find the touchpoint that really matter

Answer 19

you can have like 60 and only have 10 matter

Question 20

Vertical Axis

Answer 20

measures customer experience with the offering

Sensory, Rational, Emotional, Behavioral, Social
•Activities, Motivation, Questions, Barriers

Question 21

Managerial actions linked to customer experience

Answer 21

• Customer requirements
• Employee action
• Employee support
• Interface design
• Opportunity/Innovation

Question 22

Steps in Creating the Map

Answer 22

1 Brainstorm
- •Layout hypothetical journey from beginning to end for identified customer group
•Use personnel from multiple department!!!!

2 Create horizontal axis with consumer research
-•Interviews, focus groups, surveys: key themes, needs, goals, and touch points
•Reduce to critical touch points
•Depict what customers actually do, not what you think they do
•Additional research/insights

3 create vertical axis for insights and innovation
5 evaluate and iterate
6 be creative visually!!

Question 23

What is this example?

Hotel used infrared cameras to track their customers

Answer 23

•Depict what customers actually do, not what you think they do

Question 24

What is this example?

Westin hotel found that bed spread sheets were gross and shower curtains were gross by watching people in the room and then fixed that

Answer 24

using Customer journey map to fix pain points

Question 25

Alternative Journeys

Answer 25

• What is,what if,what wows
• Onboarding; problem resolution; renewal/repurchase
• B2B
• Decision makers
• Different customers/segments
• Different archetypes (classic, gifting, impulse, habit…)

Question 26

What is this example?

Marcus by Goldman Sachs is a digital online bank to
aise deposits and bring in younger and lower income consumers

• Started in 2016 and now has over 1.5 million customers, $23 billion in deposits and $4 billion in loans
• Aimedtobuildbest-in-class online/mobile platform using customer journey mapping

Answer 26

customer journey mapping s gives a comprehensive view of all customer facing activities

CX -> CLV

Question 27

needed to build customer journey map

Answer 27

1 customer point of view
2 internal assessment
3 leadership alignment

Question 28

implementation need

Answer 28

2 Information must reach managers and decision makers -CCO

3 IMC integrated marketing communications - Align marketing, operations, information technology, and product development with the journey the customers actuallytake to maximize acquisition and retention