CREATING GREAT CUSTOMER EXPERIENCES

“You’ve got to start with the customer experience and work backwards to the technology.”

Steve Jobs, 1997
84

of companies aspire to be a CX leader.

But only

20

deliver good or great CX.

FORRESTER CX Report

You’re not being compared to “competitors”.

You’re being compared to “the best”.

DELIVERING THE BEST EXPERIENCE

To deliver a great experience, you need to take people along the path of experiences, from random to differentiated, in order to truly create desire.

RELIABLE EXPERIENCE

Consistently define the experience and gain trust through that consistency.

DIFFERENTIATED EXPERIENCE

Provide a unique experience and create memories that set you apart.

DESIRE EXPERIENCE

Excellent customer experiences drive sales.

THE PATH TO BETTER CX

1

CREATING A VISION

2

ASSESS CURRENT CX

3

BUILD THE SIX COMPETENCIES OF CX

4

CREATE THE TECHNOLOGY FOUNDATION

THE SIX COMPETENCIES TO EXECUTE GREAT CX

1.Customer understanding

get to know your customers and understand the full arch of the experience.

2.Design

require prototyping and iteration.

3.Measurement

understand (and measure!) how overall CX quality influences customer behavior.

4.Prioritization

identify key drivers & experiences.

5.Delivery

invest in soft-skills training of your employees; also ensure a consistent experience based on a strong brand idea.

6.Culture

establish a culture of customer-centricity and feedback; encourage bottom-up innovations based on the ideas of customer-facing employees.

PUT THE BRAND FIRST

Great customer experiences are built upon a strong brand idea.

The core of a brand is captured in the brand idea.

A brand idea is much more than just a positioning statement – it is “the one big idea” that embraces the brand’s offer and purpose (!) and sets it apart from its competitors.

The brand idea serves as a guideline and filter, which all of the brand’s behaviors and actions are measured against and thus, ensures a consistent experience – across different touch points and over time.

THE WORKSHOP

OBJECTIVES

Develop the brand idea and CX vision, both of which will guide the desired experience;
Identify key customer touch points and experiences:
Define key parameters that frame not only a reliable, but a differentiated customer experience;
Develop an action plan to build the six competencies of CX;

In a nutshell: set up the basis for creating and managing great customer experiences

 

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