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Customer Experience Optimization Course
Overview
Customer Experience encompassess all of a customer's experiences with a solution from realization of a need until the need no longer exists. Hence, it is broader than touch-points, deeper than user experience, and its duration and components are determined entirely by the customer, rather than the solution provider. Customer Experience Optimization is aimed at providing customers with superior experiences while minimizing operational waste and maximizing long-term value and profitability. To do this, the solution provider strives to gain a unique and accurate understanding of the customer's world and deliver valued, differentiated solutions. Living the brand promise throughout the company is a key to achieving highly valued experiences for custmers and bottom-line results.
This highly interactive and practical training session guides you in assessing your firm's customer-centricity and strengthening your journey toward customer experience optimization, for ambitious profitability growth. Case studies, application exercises (based on your company’s objectives and applications), and templates reinforce proven principles and techniques for and aid you in deploying effective strategies within your organization.
Who Should Attend:
- Vice Presidents and Directors of Marketing, Service or Quality
- Chief Customer Officers, Chief Marketing Officers
- Managers of Customer Advocacy, Customer Satisfaction, Customer Retention, Customer Loyalty, Customer Experience, or Customer Care
Course Outline:
The CEM Opportunity
- Listening to all customers
- Customer data—Attitudinal, behavioral, demographic, interaction
- Why traditional models (CRM, satisfaction surveys) are necessary but may be insufficient
- Defining Customer Experience Management – strategically managing a customer's entire experience with a brand
- The CEM model and true customer-centricity
- Application exercise
Customer Lifetime Value
- Identify customer groups by lifetime value (CLV)
- Align voice-of-the-customer strategy with value levels
- Create guides for executives’ strategic decisions
- Establish criteria for customer-facing employees’ tactical decisions
- Application exercise
Panoramic Customer Experience Viewpoint
- Monitor forces on your customers' business
- Balance feedback from decision-makers and decision-influencers
- Synthesize data from advisory boards, user groups, blogs, surveys, complaints, call centers, transaction pulses, executive listening sessions, sales and service call reports and other sources
- Calculate customer experience value quotient
- Application exercise
Internal Branding
- Ensure all your employees do their part to deliver your brand promises
- Enable each internal organization to own customer feedback
- Engage cross-functional teams in root cause analysis
- Guide teams in accountable action-planning and follow-through
- Application exercise
Customer Touchpoint Alignment
- Strengthen your brand with seamless customer touchpoints
- Empower customers in the use of each interface
- Ensure cross-interface data availability
- Capture both verbal and non-verbal information
- Balance style and substance for optimal profit and experiences
- Application exercise
Customer Experience Innovation
- Engineer superior solutions focusing on customers' desired outcomes
- Involve cross-functional teams in innovating pre- and post-purchase customer outcomes
- Integrate CEM checkpoints in market assessment, idea generation, concept testing, product design, product testing, commercialization
- Unlock creativity organization-wide
- Application exercise
Customer Loyalty Behaviors
- Utilize happy customers as an extension of your sales force
- Migrate at-risk customers to stronger relationship levels
- Determine appropriate enticements to support profit objectives
- Application exercise
Making It Happen – Obstacles and Requirements
- Nurture customer-centricity throughout your firm
- Constructively manage leading indicators of profitability
- Drive effective hand-offs between internal groups
- Reinforce success via visibility and incentives
- Application exercise
Benefits
Attending this event you will gain a sound understanding of how to:
- Grow bottom line profit faster than top line revenue
- Expand volume with existing customers
- Transition fence-sitting customers to advocates of your brand
- Gain new accounts through positive word-of-mouth
- Sustain pricing strategies
- Guide strategy and tactics per customer profit potential
- Design customer satisfaction approach by segment value
- Differentiate sustainably through customer experience innovation
- Prevent hassles that spur customer churn
- Engage employees company-wide in owning their impact on customer experience
- Motivate behaviors supporting customer profitability goals
Cost and Terms
This two-day workshop is designed for 12-20 attendees, including participant materials and application exercises customized to your industry or company situation. Final charges are subject to final scoping of the workshop based on managerial level of attendees and degree of customized cases and exercises. Follow-up exercises or sessions are also available, with pricing based on the nature of guidance desired.
What Next?
If you have people who would benefit from attending one of our workshops, please telephone + 1-408-733-5818 or email us at info@customerimpact.com.
Designed and led by Lynn Hunsaker of ClearAction.