Customer Xperience Strategy

The heart of any successful CX strategy begins with accurately understanding one’s customers.  What are your customers thinking?  What are they doing? And why?

At the Customer Xperience Company, we develop highly effective B to C and B to B CX strategies precisely because we recognize that discovering and deciphering customer insights will always sit at the core of any successful customer experience program.  We respect the value of survey driven customer insights while we continuously seek the scale and potential of leveraging very large data sets to deliver behavioral based insights as well.

Our approach to CX analytics seeks to combine both attitudinal and behavioral data sets, not only to understand what your customers are doing today but to optimize the experiences they will live tomorrow and beyond.  Ensuring that customer insights sit at the core of our clients’ ability to engineer customer experiences is central to our strategic approach.

Customer Journey Mapping

As pioneers in the rapidly evolving world of Customer Journey Mapping, we believe in the essential value that mapping one’s customers’ journeys provides.  Navigating the highly dynamic, 24 x 7, multi-channel world is simply too complicated without having insight based maps at one’s disposal.

It is critical to remember however that customer journey maps work best when they are designed and conceived from the outset with a comprehensive understanding of the appropriate metrics framework to apply in analyzing both the current and future value of the journey.  Are you measuring for MROI? For CLTV?  Have you established not only a way of capturing current behaviors but equally/more importantly tracking incremental change as your strategies evolve?

What are the gaps and easy to solve risk areas where significant improvements in the customer experience can be achieved quickly and profitable?   Are you leaving opportunities for growth and profit on the table?  Without a proven, well defined measurement framework with which to capture, track and measure customer value and CXROI time, the essential customer journey mapping exercise will not return the value you need it to.

Customer Journey Analytics:  Insights & Measurement

Whether you are the CEO, CMO, CXO, the CRO, the CFO or “simply” tasked with finding ways to increase enterprise value, there is one big question that we believe you need to ask:

How do you design and deliver the most relevant, personalized and ROI focused customer experiences?

Enterprises, both big and small, now require complex decisioning capabilities for using analytics, rules and optimization.  All in support of their company’s primary KPI’s:

  • Customer Lifetime Value: How much will your customers spend over time and how can you increase it?
  • Predictive Shopping Affinity: What products and/or services are customers likely to buy and how do you increase your company’s share?
  • Lifecycle Marketing: When and how often are customers likely to make purchases and how do you maximize customer prpfitability?
  • Contact Frequency and Channel Affinity Modeling: How often and by what method do customers like to be contacted and how to use that knowledge to grow market share?

For brands to strive to 10X ROI, companies first must be able to organize and draw meaning from the wealth of data at their disposition. The amount and types of data available to companies will only continue to grow and having an enterprise data strategy has become mission critical.

The Power of Insights and Need for Action

Insights are at the center of all we do - Ensuring that great customer insights drive actionable, value generating outcomes is our relentless passion and never-ending focus.

Perhaps one of the most abused terms in the history of business, “Analytics” does not mean “reporting” or “dashboards” or “business intelligence.”  Those are all important, valuable things yet analytics they are not.  The unquestionable power of statistically significant, mathematically powered customer insights when combined with the equally important, properly designed, measurement framework is how true value can be measured and ultimately delivered.  There are no shortcuts.

At the Customer Experience Company our Analytics Practice focuses on:

  • Insight Discovery: ensuring that the right insights are uncovered that directly contribute to the development and continuous refinement of your CX strategy
  • Value Measurement: creating and enforcing a robust framework of value measurement to understand and impact strategy and execution every step of the way
  • Driving Actionable Value: optimizing customer experiences, the holy grail of CX Analytics, requires the right intersection of customers, content, channels and timing

Customer Loyalty: the Holy Grail of Great Customer Experience

A well-designed loyalty strategy gives brands the power to identify, differentiate and engage their customers and best prospects with increasingly relevant experiences and evolve them into enduring brand advocates.

Loyalty programs require an insight driven, branded investment strategy that deepens and broadens customer relationships, utilizing both rational and emotional levers to motivate a continuing series of incremental profit-enhancing customer behaviors and experiences to maximize ROI.

When it comes to the analysis and design of best in class Customer Loyalty programs we recognize the need for highly specialized and innovative thinking. It is for that reason that we are very pleased to partner with the best minds in the business:  east|west marketing group.  e|wmg’s extensive, multi-vertical expertise is unencumbered by any proprietary technology platform and like the Customer Experience Company, maintains an an agnostic view regarding technology, seeking always to align strategy and technology to maximize value for clients.

Through our strategic partnership with e|wmg, we are able to offer a complete range of strategic and operational loyalty services - customer segmentation, loyalty experience design, program design, implementation and management, program auditing, financial modeling, platform and technology assessment, digital and direct marketing loyalty communications as well as  award-winning creative services.

Customer Xperience Technology

Great customer experiences are fueled by a constantly flowing, ever richer series of customer insights which must be combined with the ability to “action” those insights to deliver optimized experiences.  The technological implications of this goal are many and represent a critical investment area for the enterprise.

The virtual explosion of digital technology companies, all competing to become the next “unicorn” is not always a good thing.  While this relentless pace of innovation ensures a constant flow of new, often better solutions to the big challenges associated with delivering excellent customer experiences, it also leads to confusion, distraction and at times even management paralysis.

At The Customer Experience Company, we work very closely with a broad spectrum of leading technology firms whose offerings are focused on solving one or more of the critical pieces of the customer experience puzzle.  From Data Integration & Aggregation, to Survey & Market Research Apps, to CJ Mapping & Methodology providers and all the way to Analytic, Optimization and Personalization technologies, we are constantly analyzing, testing and interacting with these providers so as to ensure that we are able to support our clients CX technology decisions, from selection all the way to deployment and execution.

Customer Xperience Technology Practice:

  • CX Technology Diagnostics: is your CX technology stack working for you? Is it enabling insight generation at scale in a Big Data world as well as ensuring real-time connectivity with downstream deployment platforms?
  • CX Technology Blueprint: are you just “jumping in” to CX?  Trying to assess the time and effort needed to deliver on your new CX strategy?  What can you leverage from your legacy systems and what requires transformation or integration…and how?  What should this all look like and how should it all fit together?
  • CX Technology Value: CX technology investments need to be sustainable and return significant value to the organization.  There is no one size fits all equation.

At the Customer Experience Company, we work closely with our clients to ensure that they cost effectively navigate the ever changing CX technology ecosystem and deploy solutions that will deliver sustainable value.

Customer Xperience Organizational Alignment & Transformation

There is nothing easy about becoming a great customer-centric company.  For most enterprises this transformation goes hand in hand with the need to adapt to massive changes brought about by continuous digital disruption.  As challenging as the development of the ideal CX strategy can be and as critically important it is to select, deploy and utilize the appropriate “CX Tech Stack,” nothing is more critical and often challenging than aligning one’s organization with the imperative’s brought about by customer-centricity.

Our CX Organizational Alignment & Transformation Practice:

Organization Diagnostics & Planning

Assessment of your organizational readiness to define the best path to achieve proper organizational alignment with your Customer Experience strategy so as to ensure its effective and efficient implementation

  • Mapping of current or proposed CX strategy to current organizational design, including analysis based upon executive / stakeholder interviews regarding potential organizational gaps and/or challenges
  • Assessment of Voice of Employee (VOE) research data that defines / indicate potential gaps and pain points and tie into Voice Of Customer (VOC) metrics
  • Ensuring that the proper measurement and VOE & VOC tools and measurement framework(s) are defined and deployed to enable ongoing monitoring of employee engagement levels
  • Define proposed new organizational structure and iterate as required with leadership and key stakeholders
  • Define / validate existing organizational process required to enable organizational transformation including (but not limited to):
    • Hiring processes
    • On-boarding processes
    • Training processes
    • Internal communications
  • Development of a post-engagement organizational transformation plan including milestones, timelines and metrics.

Organizational Transformation

This practice focuses on supporting the organization during clearly defined transformational phases so as to ensure the achievement of the most effective and efficient implementation of a new CX strategy

  • Ensure agreement and transformation plans, objectives and approach
  • Facilitate initial transformation workshop(s) so as to fully align management and key stakeholders on the plan, milestones, timing and internal communications
  • Serve as ongoing advisor to the team and troubleshoot challenge areas as they arise
  • Program manage the “Master Transformation Plan” in order to ensure that milestones are achieved on time and with appropriate quality
  • Review of new employee facing materials for clarity, accuracy and adherence to plans
  • Analyze VOE and VOC data to monitor progress and quickly identify any remaining / emerging gaps
  • Work with leadership team to address gaps reconfigure plans if/when the need arises
  • Conduct a thorough de-briefing upon completion of transformation to inform go-forward tuning and sustainability