“You’ve got to start with the customer experience and work backwards to the technology.”Steve Jobs, 1997
of companies aspire to be a CX leader.
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.
Consistently define the experience and gain trust through that consistency.
Provide a unique experience and create memories that set you apart.
Excellent customer experiences drive sales.
THE PATH TO BETTER CX
CREATING A VISION
ASSESS CURRENT CX
BUILD THE SIX COMPETENCIES OF CX
CREATE THE TECHNOLOGY FOUNDATION
THE SIX COMPETENCIES TO EXECUTE GREAT CX
get to know your customers and understand the full arch of the experience.
require prototyping and iteration.
understand (and measure!) how overall CX quality influences customer behavior.
identify key drivers & experiences.
invest in soft-skills training of your employees; also ensure a consistent experience based on a strong brand idea.
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.
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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