Customer Experience (CX) for Executives Technology

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Customer Experience For Executives

Topics issues and ideas on how to do Customer Experience better - for executives


CX Stats

The death of the customer lifecycle is upon us

The birth of the community-powered continum

Customer-centric nomenclature


  • company centric
    • revenue
    • short term
    • relationship
    • message
    • managed expectations
    • proprietary solution
    • interaction
  • customer centric
    • value
    • long term
    • engagement
    • content
    • known expectations
    • ecosystem
    • experience

Customer Experience Defined


  • Customer experience is set to be the number one brand differentiator in 2020 (and beyond)
  • 1 in 3 customers will leave a brand they love after just one bad experience,
  • Customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply by receiving a great customer experience,
  • 49% of buyers have made impulse purchases after receiving a more personalized customer experience.
  • Customers that rate companies with a high customer experience score (i.e. 10/10) spend 140% more and remain loyal for up to 6 years.

CEM vs CX

Justification Stats

NPS - Pros and Cons

  • rally the troops
  • benchmark
  • easy to understand (maybe)
  • vanity metric
  • implied causation
  • people - well, they lie...
  • gameable

How to use NPS well


  • Follow up
    • Did you recommend us?
    • Did they contact us?
    • Did they buy?
    • How does it compare?
  • Correlate - beware of pirates
  • Just one more metric, don't forget more important ones

  • Itis not just one metric, it's a correlated-to- KPL-metric - by itself is worthless

Business (digital) transformation paradigm shift

Engagement as an outcome, not a goal

Retention Stats

Customer Journey Mapping

Anticipated Journeys

Single, multi, cross, omni?

OMIN is not Possible

  • Misses one component are you stupid?
    • Single, combined, all-encompassing data model
  • May close gap between expectation, delivery
  • Needs to be
    • Based on intent
    • Based on previous and predicated interactions
    • Keeping them together as one
    • Play equally across all channels
  • Techology, desire, need exist

Closing Stats


  • Feedback Matters
    • Best in class CX-70% use feedback
    • Industry average-50% use feedback

    • laggards-29% use feedback

  • Information Matters
    • 56% of customers just want the right auswer
    • 64% don't trust the information

    • 44% confirm they got the wrong answer

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