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Understanding Customer Experience
Transcript of Understanding Customer Experience
CEM Vs. CRM
Ms. Juliana French
1. Chew Yee Fung 14003206
2. Lau Yee Shian 13086913
Please fill up the form given. Be honest. Thank you :)
customers have to any contact with a company.
occurs during purchase, use and service.
initiated by customers
with company products, services or brands.
How does company
itself in the marketplace?
benefits / values
delivered to satisfy target customers' needs
Superior to & more profitable than competition
Often fail to differentiate
Communicate customers' self-image
When I buy or use this brand, I
towards purchase & use
Add richness & depth to experience
When I buy or use this brand, I
the examples given from
Friends, colleagues, family and groups with common interests
Generate immediate and long-term rewards
When I buy or use this brand, the type of
Why was sales to patient undergoing treatment
slower than expected?
Transformed Purchasing Experience over the Internet
Why was customers
when Dell sold plasma HDTV sets online?
In-person sales force
positive customer expectations.
Solve customers' problems / improve their situation
Represents a company to customers by:
Customer's Expectation are Shaped by:
past experience with company
customer's personal situation
company's own brand
Touch Point=Point of Contact
Encounter with customers and businesses
Exchange information (representation)
Provide service or handle transactions (direct contact)
Meaningful-company sees opportunity to improve customer experience
each new experience."
"Companies need to map corridor of touch points and reduce complexity."
" gap between
customer expectations and experience
to customer delight."
Why is service interaction more important when core offering is a service?
Characteristics of Service:
"Good designs of touch point
make customer experience to be
pleasant and efficient."
CEM & CRM data are different
Customer information from CRM is definitely insufficient
Customer experience needs further study
Original Marketing Strategy emphasized
Advantage of Drugs
New Marketing Strategy emphasized
Lower Incidence of Side Effects
Lack of customers'
needs awareness, SO
CRM software is costly, BUT
Respond based on customers' reactions
Prudentially analyze & effective use the data
Make right & adequate marketing decision
Christa Carone, CMO of Xerox
Worry that the data may tell
different story, WHAT IF
"It's impossible to measure
human emotions, personal connection,
and the occasional 'ahhhhh' moment;
but those things deliver big-time.
Thus, we have to trust our intuition."
Why organizations make a single
IT-supported customer-facing group to collect and assess customer experience data?
Protects customers from
redundant and annoying solicitations.
Offerings do not meet needs?
Customers' experiences and company's expectations are different?
to assign customer-facing groups
for design, delivery and creation of superior customer experience.
Customer experience data is
Heavy users complained losing power fast.
Customer service could only offer power-saving tips.
However, product development solved battery problem.
A well-designed survey does not draw out the desired information.
It must avoid becoming an unfortunate aspect of customer experience.
Mini-audit of existing customer-experience programs
1. Vertical-market groups:
Analyze buying patterns
2. CEM data from mailed annual customer satisfaction survey (no change for 3 years).
"fast-prototype" relationship survey.
that disappointed customers.
Serve every vertical market's financial objectives, while being
3 Patterns of Customer Experience Information
Relationship with customers deepen, companies tend to collect data with greater frequency.
1. B2B Global Financial Service Provider.
2. Problems faced:
Struggle to create CEM
Top customer shift business to rival
Was It Effective?
No, the solution solves problems in the
It does not help increase business sustainability as they
did not address
to underlying problem;
managing customer experience
Hire executive leader
Sales account executives prep customers receiving survey.
1. Predistribution draft to customers to refine:
2. Allowed to compare responses by:
What did they uncover from the pilot survey?
Shifted away from individual transaction.
Intro non sales employee
"Salespeople began to view jobs more of an organizational process than functional responsibility."
What happens when Customer's feedback are given to Executives?
response from executives
meaning of data
rather than understand
concerns behind them
response before completely understanding
what data mean
Types of Customers:
Model Customers: good summary scores; good revenue
Growth Customers: good summary scores; higher potential revenue (candidates for
At-risk Customers: low scores; good revenue (
Dangling Customers: low scores; low revenue (Rescue/ Abandon)
"Growth Segment had 3 times many customers as any of the others. However, not all purchased as much as other segments."
"Largest customers came from At-Risk Segment."
What are the results from sending transaction surveys of customer experiences and setting experience goals for each team?
ill-informed opinion about companies have been
reviewed customer experience issues and take action before reviewing financial.
relationship issues kicked off quarterly discussions.
defections reduced within each vertical-market group.
disclosure of high-volume transaction info upset managers responsible
lead to failure of resolving issues
Dashboard to keep track of installation experience issues:
Why was it Selected?
Channeled problems to specialists/ general managers.
Increased analyst staffing
Identify new opportunities.
Identify neglected areas.