The DNA of Great Customer Experiences
Decode world class experiences
irrespective of product/service type
Isolate 6 pillars as the
degrees of separation
Roadmap and common
language for brands to
realign around the customer
A Compass for Excellence
Technology
Strategic
Insight
Training
1
Identify the champions of customer experience delivery
2
Understand how they deliver exceptional experiences
3
Isolate best practice across sectors
4
Apply this knowledge to other businesses
Study Mechanics and Resources
Experiential questions based on interactions from previous 6 months
Combination of diagnostic closed and open questioning
7500 Respondents C. 130,000 Ratings
Historical Database of over 750,000 interaction ratings
Over 100,000 customer comments
Explore impact as well as experience
The Six Pillars
Personalisation
Expectations
Tailoring experience to customer
needs in a way that feels personal
Accurately setting and then meeting
or exceeding expectations.
Time & Effort
Integrity
Valuing time, minimising effort in
interactions, making it easy for
consumers to do business with you
Resolution
Turning a poor experience into a
great one – resolving issues quickly
and with a positive attitude
A business you can trust, delivers
on promises and consistently acts
in customers’ best interests
Empathy
Recognising and responding to
the customer’s specific situation
Links to Commercial Outcomes
Pillar Driver Model
IMPACT ON
ADVOCACY
28%
Personalisation
IMPACT ON
LOYALTY
Advocacy Model
Explanatory Power
62%
24%
18%
Integrity
18%
Explained
Unexplained
16%
Time & Effort
14%
Expectations
18%
14%
Loyalty Model
Explanatory Power
63%
12%
12%
Resolution
Empathy
14%
12%
Explained
Unexplained
Excellence is Delivery of all Pillars
The Top 10
Top 10 Pillar Performance vs. Average
Battleground for 2014
14%
14%
14%
Resolution
Empathy
12%
10%
9%
Personalisation
Integrity
Time & Effort
Expectations
Focus on Integrity
The very best organisations…
Integrity
Winners
“Publicly act in the customer’s best interest at a micro
and macro level, even at their own short-term expense”
Integrity
Losers
Focus on Empathy
The very best organisations…
“Have an inherent flexibility within their internal culture
which empowers their people to react to the customer”
Recognised a sub-par customer experience
Company-wide experience and culture audit
Programme of cultural change ‘Roadmap’
Creation of ‘Navigators’ – train the trainers
4th best place to work (Sunday Times 2012)
Most improved brand in CEE 2013 (17th)
Are you ready ?
Are you aiming high enough ?
Customer Experience Maturity
CEE Top 10
Sector Average
Brand A
Level 1
Level 2
Level 3
Level 4
Level 5
Customer Centricity Maturity Levels
Initial
Developing
Level 1:
Initial
Vision
None
Engaging
Level 2:
Developing
Individual
Departments
have specific
visions
Managing
Leveraging
Level 3:
Engaging
Level 4:
Managing
Executive
endorsed, but buy
in inconsistent –
departmental
objectives more
important
Unified vision for
business.
Majority buy in.
CEO clearly leads
Level 5:
Leveraging
Culture focused
on the customer
– organisation
proud of
achievements
“
I saved her life for Christ’s
sake and you are telling me
I wasn’t nice to her?
Unnamed surgeon, Cleveland Clinic
”
Intra-Sector Myopia
Average Continued Usage
7.60
7.50
Restaurant/F. Food
7.40
7.30
Retail
7.20
7.10
7.00
Insurance
6.90
6.80
6.70
Financial Services
Service Providers
6.60
Travel
Average CEE Score
The Pillars in Practice: ‘Means-End’
Benefits / Consequences
Psycho-Social & Emotional
Functional
Service attributes
Abstract
Concrete
The Pillars in Practice: ‘Means-End’
Benefits / Consequences
Integrity
Psycho-Social & Emotional
Act in my best
interests
Functional
I trust you
Service attributes
All options I trust
Abstract
Proactive not pushy
Concrete
Compliment
my level of
knowledge
Share
competitor
rates
Be really
pleased to
talk to me
Present a
minimum of
3 options
Summarising the path to excellence
Positive Customer
Behaviour
The 6 Pillars
MeansEnd Chain
Maturity Modelling/Cultural Audit – Ready and Willing to Act