BGEDIGITUX - The Basics of Customer Experience
BGEDIGITUX - The Basics of Customer Experience
BGEDIGITUX - The Basics of Customer Experience
The Basics of
Customer Experience
Michael Chiu
© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without
Gartner's prior written permission. It consists of the opinions of Gartner's research organization, which should not be construed as statements of fact. While the information contained in this publication
has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address
legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by
Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any
third party. For further information, see "Guiding Principles on Independence and Objectivity."
The Basics of Customer Experience
2 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
What Is Customer
Experience?
3 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Customer Experience Is Not …
4 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Gartner Definitions
5 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Customer Experience Is Outside In, Not Inside Out
Inside:
Outside:
Organization
Customers Goals
Needs Opinions Feelings Beliefs Incentives Policies
Systems Products
Uses Interactions Expectations Wants
Talent Capabilities
Past experiences Desires
Technology Org Structure
Business Processes
Resource Allocation
6 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
What are the core
pillars of a customer
experience
management
program?
7 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Four Pillars of Customer Experience Management
01 Understand Customers
02 Develop CX Strategy
03 Build a Customer-Centric Culture
04 Design the CX
8 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Four CX Pillars and Nine CX Maturity
Model Dimensions
Voice of the Customer
01 Understand Customers Customer Insight
Metrics
Build Customer-Centric
03 Culture
Roles and Governance
People and Org. Change
9 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
New Customer Experience Maturity Model 2019
1%
4% 1%
B2C
B2B 30% 3%
33% 15%
32% 30%
50%
10 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Four CX Pillars and Nine CX Maturity Model
Dimensions in Detail
Build Customer Listening Portfolio
Voice of the Customer
01 Understand
Customers
Customer Insight
Metrics
Analyze Customer Data
Communicate Customer Understanding
Measure Customer Experience
Build Customer-
03
Manage CX Team Structure
Roles and Governance Build CX Team Capabilities
Centric Culture People and Org. Change Collaborate With Business Partners
Foster a Customer-Centric Mindset
Enable Customer-Centric Behaviors
04 Design the CX
Personas and Journeys
Technology
Personas
Customer Journey Maps
User Experience and Testing
11 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
What are the
essential tools
needed for customer
experience
management?
12 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Essential Tools for Customer Experience
13 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Essential Tools for Customer Experience
14 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Consolidate the Voice of the Customer
15 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Singapore Changi Airport Is Customer-Centric
World’s best while being one of Innovative uses of technology to Every case tracked under a
the world’s busiest enhance the customer experience common system
“We put the passenger, the user, the customer at the centre of everything.”
— Tan Lye Teck, Executive Vice President
Source: Changi Airport Group, Salesforce
16 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Essential Tools for Customer Experience
17 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
How can you design
better customer
experiences without
first clarifying who
you’re designing for?
18 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
A persona is a semi-fictional representation of your
most valuable customers including their wants,
needs, goals and mindsets.
Segment Persona
– Preferences – Journeys
– Affiliations
Source: Gartner
20 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Persona Template Example
Daily Responsibilities
Persona Name:
Preferences
Short Bio:
Key Attributes
Key Challenges
Source: Gartner
21 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Medical Device Company: Persona Example
Name: Dave Age: 65
Job: Retired; ex-government
Role: Recent Retiree
Education: College
Quote(s): “Since retiring, I’m looking forward to
Gender: Male
spending time with family, traveling, and
my woodworking” Marital/Family Status: Married
Goals/Motivators: People in My Life: Who I Spend Time With Tools/Products/Services Used:
Family, children, grandchildren, friends Mobile phone, FaceTime with grandchildren, cable
Eating/Sleeping/Exercising
living nearby TV, internet, AAA
22 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Informing Personas With Facts and Data
Source: Gartner
23 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Essential Tools for Customer Experience
24 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Stop thinking about your customers.
25 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
There Are Many Possible Customer Journeys
26 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Example Customer Journey Mapping Template
What is the
Step/Stage 1 Step/Stage 2 Step/Stage 3 Step/Stage 4 Step/Stage 5 Step/Stage 6
customer doing?
What is the
customer expecting?
What is the
customer feeling?
With which
touchpoints is the
customer interacting?
27 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Customer Journey Map Example: Riding the
Subway/Train
28 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Subway/Train Persona
Name: Age: 35
Emily
Job: Operations Manager, utility company
Role:
Mother, wife, daughter, friend,
Education: Bachelor’s, master’s degrees
successful professional
Gender: Female
Quote(s):
“I feel like I’m constantly running short of Marital/Family Status: Married
time, energy, and sleep.”
My Environment: Tools/Products/Services Used:
People in My Life: Who I Spend Time With
The office, at home, in
iPhone, laptop, Uber, Amazon
car commuting
Husband, two kids, dog. Extended family
and friends — evenings and on Wants/Needs:
Goals/Motivators: the weekend.
29 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Image source: pexels
Customer Journey Map Example:
Emily Taking the Train to Her Meeting
What is Passes through Find and go to
Looks at map Purchases ticket Wait for train Board train
Emily doing? station gate train platform
To quickly and
What is Emily Easy to Within a certain Gate to open after Train to An orderly
easily find
expecting? read/understand price range ticket is inserted arrive soon boarding process
the platform
Impatient —
Sense of
What is wants to get to Eager to get
accomplishment Disoriented, lost Anxious Rushed
Emily feeling? her destination to destination
— ticket in hand
ASAP
With which
touchpoints Map, subway Gate machine, Subway station Train status
Ticket machine Train car
is Emily station interior help booth signage, platform update screen
interacting?
30 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
The Work Forward Approach:
Use Diagnostics to Identify Opportunities
Customer Journey Which Step(s) in Your Customer Immediate Solution Experience
Step(s)
Map Diagnostic Journey Map … Fixes Improvements Innovations
AI interface
answers
Redesign map
… require the customer to expend Understanding Mobile app as an questions about
Customer Effort based on
the most effort? the map alternative to map map and directs
feedback
customers where
to go
Real-time map
…require a customer to wait for a “Next subway
Waiting for showing all Add subways
long time? …involve wait times arriving in [X]
Wait Times subway to subways, until wait times
that generate customer minutes”
arrive locations, and cut by 50%
dissatisfaction? announcements
time to arrival
31 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
The Work Backwards Approach:
Do a Gap Analysis
What is Emily doing?
What is Emily
expecting?
What is Emily
thinking? Questions? Current State
What is Emily feeling? Customer Journey Map
With which
touchpoints is
Emily interacting?
32 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Essential Tools for Customer Experience
33 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
CX Strategic Plan Structure
Resources Behavioral
Strategic Needed Guidelines
Pillar 1
Current
Current CX
Roles and
Capabilities
Ideal
Channels Responsibil-
Customer Customer Strategic ities
Prioritization
Needs Experienc Pillar 2
e
34 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
CX Strategic Plan Structure
Resources Behavioral
Easy Needed Guidelines
Current
Current CX
Roles and
Capabilities
Ideal
Channels Responsibil-
Customer Customer ities
Prioritization Intuitive
Needs Experienc
e
35 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Essential Tools for Customer Experience
36 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Clients Tell Us How They Measure CX
37 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Three Approaches to Customer
Experience Metrics
39 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
How Do Customer Experience Metrics Link? The
Service-Profit Chain Methodology
Employee
Engagement
Quality
Operations
Customer
Satisfaction
Loyalty Churn
Retention
Advocacy Brand
Reputation
Source: Harvard Business Review, March-April 1994
40 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Who Measures the Customer Experience?
Employee
Engagement
• Human Capital Management
< 10%
• Process Improvement
Quality
Operations
•
•
Product Engineering
Network Operations
< 50%
Customer Customer
• Customer Service/Complaints
Experience Satisfaction
•
•
Product/Service Design
Market Research
> 95%
• Churn/Retention
Loyalty Churn
Retention
• Referrals/Customer Refs. > 90%
• Loyalty Management (Excluding Public Sector)
• Marketing Communications
Advocacy Brand
Reputation
•
•
Advertising
UX Development
> 70%
41 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
The Importance of Managing Down: A Hierarchy
of Customer Experience Metrics
Roles Supported Use
Level One:
Business
Outcomes
1 C-suite executives
(CEO, COO, etc.)
Measures organizational
maturity and sustainability of
a customer-centric culture
2
Level Two: Measures performance of
Strategic Levers CX leaders, cross-functional customer
and Macro Performance CMO, CCO experience efforts
Diagnoses cross-functional
3
Level Three: CX managers and issues and opportunities in
Operational Levers team members order to plan and prioritize CX
and Diagnostics projects and investments
Measures CX performance of
4
Level Four: Operational departments, team, regions
Tactical Levers leaders across and other divisions of
and Optimization organization the organization
42 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Create a Hierarchy of Metrics: One Example
3 to 6
3 to 6 top-line customer experience management metrics
n=?
A much wider array of operational metrics that may
impact the customer experience
43 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Case Study: Finastra Assigns Customer Health
Index to Touchpoints With Clear Ownership
Awareness Solution Proof Partner
and Consideration Assessment of Solution Engagement Purchase
76 60 80 62 57
63
Post-Sales
Solution Training and Renewal Recommend
Implementation Communication and Repurchase and Endorse
Support
72 47 91 55 25
Instead of a NPS score, Finastra uses the Customer Health Index to monitor client health — based on a multitude of
real-time cross-functional measurement criterias by identifying the critical client touchpoints along the customer life cycle.
Source: Finastra
Metrics included in the Customer Health Index (CHI)
44 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
The Basics of Customer Experience
What is customer experience?
• Outside-in not inside-out
What are the primary tools needed for customer experience management?
• Voice of the customer program
• Personas
• Customer journey maps and analysis
• Customer experience strategic plan
• Measuring customer experience
45 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Don’t let your quest for
perfection impede your
path to progress
46 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
Recommended Gartner Research