Engaging the Customer in the Changing World of CX

1. 1. ENGAGING CUSTOMERS IN A WORLD OF DYNAMIC CX Trent Rossini COO and Founder inQuba trent@inQuba.com
2. How it was..
3. But the world has changed!
4. Customer experience today: User driven based on customer needs
5. Customer experience today: Multi-channel event driven Web E-mail Chat Social Media Cell Branch Telephone
6. The Future Promises to be Even more Demanding
7. Traditional customer journeys Research Enquiry PayQuote
8. Orange Garage Journey Research Book appointment Arrive & check in Wait during servicing Check out Follow-up Customer Journey Mapping
9. Shortfall 1: Customer Journey Maps are frozen in time based on idealistic (and wrong) design
10. Shortfall 2: Assumes almost all customers and journeys are almost identical
11. Shortfall 3: Customer Journey maps don’t deal well with exceptions and drop offs
12. Shortfall 4: Customer Journey Maps are passive
13. Shortfall 5: Customer journey maps don’t consider messaging to drive outcomes
14. There has to be a shift in thinking!
15. Start with the overall value proposition Customer Journey Brand promise Price CompetitionProduct Relationship
16. Understand Customer Goals Handled quickly Handled with care
17. Understand real customer journeys Online Agent Quote Agent E-mail Agent Social Media
18. Online Agent Quote Agent E-mail Agent Social Media Understand real customer journeys
19. Online Agent Quote Agent E-mail Social Media Understand real customer journeys
20. Manage journey interventions Online Agent Quote Agent E-mail Agent Triggered Survey Triggered Survey Triggered Engagement
21. Engage and nudge on the journey Roadblock Trigger E-mail Trigger Phone Call Trigger Social Media Contact
22. Smart Software is critical!
23. Map Single view Transactions Interactions SentimentPersonal Details Channels Products Used
24. Understand Journeys from Data
25. Gain Perceptual Insight End Point Occurrence Since Start Point Interval Goal Sequence Mandatory Count Occurance Date Review Segment Create Survey n = 1050 Experience : PURCHASE Sub-Experience : QUOTE Touchpoint : WEB
26. Manage Exceptions Cases will alert and be picked up by the appropriate person/s. Contact will be made in order to determine the reason for the drop off and correct the service experience There are other potential scenarios too. The path and associated drop- off could trigger a follow up survey or engagement which will then reach the people who had that specific experience.
27. The future will be very different!
28. The New Demands Customer centricity by definition can’t assume a standard journey The Customer is the Focal Point Rapidly Evolving Service Offerings Organisations have to be change ready responding to the market based on need Customers get to Choose Each customer is different and they select how they want to interact Dynamic, Customer Specific Journeys There is no “one size fits all” approach to customer journeys
29. The New Response One that responds to the new omni channel event driven service world A more dynamic approach to CX is required Intelligent Perceptual insight collection is key In a world of big data, context is known and should be used in insight collection to reduce survey fatigue Journeys should be discovered based from data Static journey mapping is rapidly running out of road Intervene as necessary to keep customers on course Why be passive when you understand that customer are getting off course – act to drive outcomes? Source software that supports DynanicCX The inQubaCX platform is ideally positioned to provide all these features
30. THANK YOU trent@inQuba.com

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