Customer Experience To Drive More Revenues

of 35 Customer Happiness A business strategy that transforms customer
experience in a new revenue stream. 1 Munich, 21 September 2017 LUCA LEONARDINI

of 35 The Contest Customer Happiness 2 WHAT? “Love your
customers.” Philip Kotler

of 35 3 “Love your customers” The ﬁrst of the
10 marketing commandments in Philip Kotler’s book.

of 35 4 PASSION PURPOSE PROFITS PEOPLE Laurence MacCahill &
Carlos Saba A Different Marketing Paradigm Companies aim at being the best, not necessarily the biggest. Because people come ﬁrst.

of 35 91% of companies consider themselves to be «customer
oriented» but only 10% of customers agree.   Forrester Research Group 2013 After a bad experience 89% of customers change supplier.   Squiz Connect 2014 66% of consumers consider the customer experience the ﬁrst selection criteria to remain loyal to a supplier.  Customer Experience Impact Study 2010 5

of 35 Accenture’s 10th annual Global Consumer Pulse Research The
continuous change has created a “switching economy”.   $6.2 trillion in revenue opportunity for providers across 17 key markets. 6 Accenture Customer Research, 2015

of 35 The Concept 7 WHAT? Customer Happiness “Today product
innovation is no longer enough.” Bernard Charlès, CEO Dassault Systèmes

of 35 “Today product innovation is no longer enough.” Bernard
Charlès, CEO Dassault Systèmes 8

of 35 Customer Experience (CX) “Customer Experience is any interaction
occurring between customers and companies before, during and after purchasing.”  Harley Manning, Forrester Group If even one touchpoint goes wrong, the whole experience will be negatively affected 9

of 35 Customer Experience IS NOT Customer Satisfaction Customer Service
User Experience Kissing Customers 10

of 35 It measures what customers think after the interaction.
It creates an ecosphere which helps design a positive experience around each touchpoint, to provide customers with a repeatable good experience. Paradigm Shift 11 Customer Satisfaction  the product   is the main focus. Customer Experience  the customer  is the main focus. vs

of 35 Customer Experience Objective The brand creates an expectation
The CX delivers a meaningful experience that matches the customer’s expectation … builds an emotional connection, that the customer inevitably wishes to repeat the experience 12

of 35 The Beneﬁts 13 WHY? Customer Happiness Customer Experience
Drives Loyalty. Greater Loyalty Drives Revenues.

of 35 CX is a business discipline, not a bumper
sticker 14 Forrester Perspective: The business impact of Customer Experience 2007 - 2017 10 years of CXi

of 35 CX Scores Business Results The growth rate of
companies that “love the customer”   is up to 10 times higher than the competition. Their proﬁtability is 4 times higher than the average S&P. Source: Fortune 100 Best Companies to work for 2015 15

of 35 16 Customer Experience As A New Revenue Stream
CX is a long-term business strategy that allowed Adobe, Salesforce, Mercedes USA, E.ON, Virgin Media, JetBlue, LEGO and many more companies worldwide to save Millions. “Customer service costs will drop because customers have less problems to solve.”  Sean Risebrow, Virgin Media “Driven to delight is the successful CX strategy that transformed us from a product centric company to a customer obsessed company.”  Steve Cannon, CEO Mercedes-Benz USA “Collecting already existing customer data from different areas, using and sharing them across the company has been the key success factor of our Customer Experience integration program.”  Bonny Simi, VP Talent, JetBlue

of 35 Three Customer Experience Correlated Beneﬁts Additional purchases Churn
reduction Word of mouth Additional incremental purchases from loyal customers. Inverse correlation between CX and customers defection: revenue saved by lower churn. Positive word of mouth drives new sales. 17

of 35 18 Focus On The Consumer Consumers have become
digital customers. Boundaries between markets have blurred. Competitors are no longer the same and come from different markets. In the era of the digital customer, focusing on your customers is more important than any other strategic priority. https://strategyzer.com

of 35 The Approach 19 HOW? Customer Happiness You need
your customers more than they need you.

of 35 Six Business Disciplines To get the Customer Experience
started in any organization: (1) Deﬁne the strategy (2) Know the customers (3) Design the experience (4) Measure the progress (5) Deﬁne the governance (6) Create the culture 20

of 35 A Possible Roadmap To Get Started Work with
all censhare relevant stakeholders to craft a gradual approach: (1) Assess the current CX level (2) Define the CX strategy (3) Dedicate resources and people to CX initiatives (4) Ensure cross-functional integration of all CX efforts (5) Identify the first project and prove its benefits (6) Make it a case study and share the findings with the ecosystem 21

of 35 Key Questions About CX What’s the CX you
are trying to deliver? What are the emotions you are trying to evoke with your CX? Is your CX deliberate? Are there emotional connections urging customers to want to repeat the experience? 22

of 35 23 An Actionable Approach

of 35 MAINTAIN USE RECEIVE NEED RESEARCH SELECT PURCHASE RECOMMEND
EXPECTATION PROMISE REALITY DELIVERY EVALUATION 3 4 1 2 5 7 8 6 24 Oracle’s journey map Maps Exploring the correlations between the journey map and all the touchpoints

of 35 Proﬁles Personify the customers to better provide real
value at each touchpoint (brand, service, company) Listening to customers, employees, partners involving them in the the personas identiﬁcation process 25

of 35 Experience As Engagement Build a compelling story which
provides value at each touchpoint shows your competence, commitment, generosity and it inspires positive values such as trust, reliability, authenticity. Image credits: Robin Good (http://www.robingood.com) 26

of 35 The Proﬁle 27 WHO? Customer Happiness No good
marketing solution can ﬁx a customer experience that sucks.

of 35 Consolidated Positions The Chief Marketing Ofﬁcer position didn’t
exist before the ‘50s. The Chief Information Ofﬁcer position didn’t exist before the ‘70s. Today a company without these positions is simply unthinkable. 28

of 35 New Positions In the age of the customer,
it’s time for companies to have their Chief Customer Happiness Ofﬁcer. 29

of 35 Building Business Relevance The CCHO helps create engaging
experiences and tell a relevant story to customers. 30

of 35 Connecting The Dots The CCHO helps connect the
dots between all current efforts to care about customers. 31 Accenture Customer Research, 2015

of 35 Conclusion 32 Customer Happiness CX needs to be
guided, not simply managed.

of 35 CX’s Bottom Line A proﬁtable, sustainable platform which:
• drives loyalty (greater loyalty drives revenues) • drops costs down • involves the company ecosystem • creates a great place to work • has a positive impact on the larger community • allows the company to fulﬁl the responsibility of building a better world 33 A powerful leverage to build the company’s legacy.

of 35 34 The Customer Experience approach never underestimates the
value of your product or service whereas by deﬁnition, the product or service driven approach completely ignores the value of Customer Experience

of 35 35 WWW.LUCALEONARDINI.COM Thank you

Customer Experience To Drive More Revenues

Customer Experience To Drive More Revenues

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