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Experience
Tae-woong Park
Introduction
Advertising
Packaging
Ease of use
Reliability
Introduction
Why is Customer experience important?
In situation that consumer have a number of choice, more complex, and more
channel to purchase, and that increasing global, customer satisfaction become
more and more important.
It occurs when the gap between customers’ expectations and their subsequent
experiences has been closed Customer care.
Introduction
Some companies don’t understand why they should
worry about customer experience.
Good design makes both the most routine and the weightiest customer
experiences.
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Why the neglect
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Tracking customer experience
Pattern and Purpose Owner Data Collection Collection and Discussion and
Frequency and Scope Analysis Action Forums
Methodology
Past Patterns: Captures a recent Central Persistent: >Web-based, in-person, > Analyzed within functions,
experience. group or > Electronic surveys linked to or phone surveys central survey groups, or
> Intended to improve transactional functions high volume transactions or an > User forums and blogs both
experiences ongoing feedback system > Cross-functional issues
>Tracks experience goals and trends > Automatically triggered by the directed to general
> Assesses impact of new initiatives completion of a transaction managers
> Identifies emerging issues > Focused, short-cycle, timed > Strategic analysis and
Examples: Post-installation or data collection actions directed by general
customer service follow-up, > Feedback volunteered by users managers
new-product-purchase follow-up in online forums
Present Patterns: Tracks current Central Periodic: >Web-based surveys > Initial analysis by
relationships and experience issues with group, > Quarterly account reviews preceded by preparation sponsoring group
an eye toward identifying future business > Relationship studies in person > Broader trends and issues
opportunities. units, or > User experience studies > Direct contact in forwarded to general
> Keeps a consistent yet deeper watch functions > User-group polling person or by phone managers’ strategic and
on state of relationship and other factors > Moderated user operating forums
> Looks forward as well as backward forums > Deeper analysis of
> Used with more critical populations and > Focus groups and emerging issues at the
issues other regularly corporate, business unit, or
Examples: Biannual account scheduled formats local level
reviews, “follow them home”
user studies
Potential Patterns: Targets General Pulsed: > Driven by specific > Centered within
inquiries to unveil and test management > One-off, special purpose customers or unique sponsoring group,
future opportunities. or functions driven problems with coordination by
Examples: Ethnographic design > Interim readings of > Very focused and support from
studies, special-purpose market trends > Incorporates existing central group
studies, focus groups knowledge of customer
relationship
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Obtaining the right information
Most companies apply a single summary metric to data on past and present
patterns.
Low cost and ease of modification make surveys the overwhelming favorite
for measuring past and present patterns.
A well-designed survey is not simply one that elicits the desired information.
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Introduction
• A business-to-business global financial services provider
• Nationwide network of local distribution centers, providing a
wide range of office productivity services in a personalized
and eco-friendly way.
• Vision: to create productivity partnerships with clients to save
them time, money and space in their businesses
• Mission: measures progress with clients in key performance
areas, typically: cutting costs, cutting carbon emissions and
productivity improvement.
Problems
• It was struggling to create a system for managing customer
experience
- Vertical-market groups was only doing tracking leads and
analyzing buying patterns.
- Customer experience was considered as the job of marketing
or sales only
- CEM metric came from a mailed annual customer satisfaction
survey which hadn’t been changed in three years
Solutions
• Purpose: To improve the experience of all other major
accounts
• Method: “fast prototype” relationship survey of top customers
• Requirements for survey:
- The touch points which disappointed most important
customers
- Customer experience goals for every stage of the value chain
- The needs of an executive leader, a budget, and dedicated
resources.
- Compare responses by location, service platform, and vertical
market
Solutions (cont’d)
• Survey’s key question:
- How important to your purchasing decision was HiTouch’s
brand and the service promise it seemed to make?
- Do you believe HiTouch delivers the experience promised by
its marketing and sales force?
low scores; good good summary
revenue. Demanding scores; good
decisive intervention revenue.