Customer Experience Pyramid

What is a fact about an innovation?

That they can take time before they make money. FB & Amazon lost billions before making money.

What should you end your customer journey mapping at?

The Brand affinity cycle - once they get to that they buy more and churn less. Willing to pay more, people do all of that without returning to the buy cycle. They don't rethink their needs, opportunities or competing brands. They don't think about other brands. " Apple Guy"

What is the bottom layer of the CX pyramid?

The communication level. Furnish customers with the information they can use via the right channel at the right time.

What is CX management?

The discipline or practice of designing and reacting to customer interactions in order to lift and exceed expectations, improve satisfaction, loyalty and advocacy.

What are two words you should have behind your business?

WHY and CAUSE. Ex. When people join the company they know where they are heading and beyond just making money.

What is an example of strategic thinking?

What do people need, what do they want

What is an example of proactive thinking?

What do we know about our customers wants + needs so we can provide for them?

What is the new B2B?

"Heart to Heart" business "Kind gestures, random gestures they might not have paid for".

What does the CX pyramid focus on?

(a) how the experiences are triggered, (b) the amount of effort required of the customer, (c) the completeness of the solution (d) the emotion and change in perception created by the experience.

What is something you should think about when it comes to customer experience?

How can you provide an exp so great that for every 7 experiences they want to tell someone about it?

What are 4 ways to manage risks at the top tier level of the CX pyramid?

1. Acquire data and insight, the more you know the less risky it is. 2. Expand your vision 3. Align to organization and customer strategies 4. Pilot, test, repeat.

What are 3 CX issues?

1. CX is underperforming where it matters most 2. Brands struggle to deliver meaningful, differentiated and proactive experiences 3. Powerful, proactive experience are difficult to measure in short-term and financial ways

What is the CX pyramid?

A new methodology to test organizations' customer journeys and forge more powerful experiences that deliver greater customer loyalty and brand advocacy.

Who is the target group of "Adoption"?

Active users ex. Monthly Active Users, New Users/user growth, Repeat visits/uses, Depth or length of engagement, installs

What are the 3 sides of the CX pyramid?

Adoption, Perception and Financial

Questions when it comes to the Financial side of the CX pyramid?

Are they buying more? Different sorts of products? Referring more business?

How do you expand your vision?

Consider needs and opportunities that are before, after or adjacent to your journey - and in the near future.

What does the bottom layer of the CX pyramid stand for?

Content is absolutely vital to getting the right info to the right ppl at the right time and right channel.

What are two things a brand should be and why?

Authentic and transparent. Stop hiding behind the logo, or writing blog posts. Stop hiding your truth from your customers. Don't hide from the community, they want to know who is the person behind this brand. Person to the brand. Heart to heart what's happening. People buy into you when they understand what your product or service stands for, and they buy into YOU.

How should risk be approached?

By not avoiding, but steering into it and managing it.

What is the third to last layer of the CX pyramid?

Commitment level. Listen for, understand and resolve customer's unique needs.

What do leading brands in CX start with?

Customer satisfaction. Getting this right and understanding how to build upon it to drive positive financial and business outcomes is what sets the best brands apart from the rest.

What happens when you over-deliver?

Customers notice that you care versus other companies that only focus on the bottom line

How do brands NOT make it?

DO NOT rely on easy, safe and expected.

What is the wrong way to deal with customers?

Dealing with their problems as efficiently as possible to do the minimum necessary.

What does long term innovation success revolve around?

Doesn't revolve around what innovations do, but centers on what they invite customers to become.

Why is CX under attack?

Due to poor decision making by companies who rely on doing things over easy over complex, safe over risky and end up providing the expected experience rather than profound experience.

What do innovative experiences start with?

Engagement and adoption

What is the top tier of the CX pyramid?

Evolution level. Make me (feel) better, safer or more powerful.

What is an example con of the second to last layer of the CX pyramid?

Ex. Road assist. Shows up, takes the tire, and throws it in the trunk. Take the tiny 50mph tire and put it on the car, they have done the minimum necessary. But the customer still has to get the tire fixed which is not a great exp.

What is an example of resolving needs?

Ex. The roadside assist. Shows up and repairs the tire and they put it back on and now you drive away completely whole the comp has resolved your needs aka better exp.

What is the "Perception" side of the CX pyramid?

Experiences change customer perception of the brand.

What is a powerful key-research fact about experience?

Experiences shouldn't change the way people think about your brand but instead, change the way they think about themselves. An experience should be so powerful it invites people to change the way they think about themselves.

What is the "Financial" side of the CX pyramid?

Great experiences drive great financial results!

How do you pilot, test and repeat?

Have a test and learn culture. ex. By the time Tide Pod came out on market it had been tested on 6k customers. Twice its market share in liquid detergent.

What is one way of customer retention?

Having a community around your brand. Connecting like minded people on similar journeys. Costs more money, but you will be more successful in the long run.

What do people not remember?

People don't remember the product they remember how they feel.

What is a common theme at the bottom of the CX pyramid?

Identifying dissatisfiers and solving those. What's wrong today and what do we need to do to fix that?

What is the "Adoption" side of the CX pyramid?

If it's providing value to your customers, if they want to continue using it.

What is a "truth" about dissatisfiers?

If you remove every dissatisfier you do not remove dissatisfaction. And you need to be innovative to promote satisfaction (do things differently).

What does satisfaction do?

Improves brand perception, trust, perceives loyalty to the brand, willingness to recommend, openness to new products. Less likely to return to the buying phase of the ladder. Less churn.

How do you over-deliver?

Information or your acts should be over-delivered including whatever you. promise customers in terms of product or service.

Questions when it comes to a new exciting innovation?

Is it changing perception or not? Are people satisfied? Trust more? More likely to buy?

Why is WHY & CAUSE important?

It drives the customers to feel that they belong to the cause. "Share their message with the world and to transform the world"

What is the problem with the bottom layer of the CX pyramid?

It still puts the responsibility on the customer. They have to understand the content, they have to act on the content. No matter how great the instructions, or video promoting experience. You're still in the gutter changing your own tire.

What is gaining loyalty about?

Keeping customers, having them spend more, not losing them, having them pay more and they will be willing to pay more if provided the right experiences.

What is data?

Lifeblood of a business.

How should customers be treated?

Like family. They will want to stick around and be part of the company longer.

What is a CX pyramid?

Many layers that are a different sort of experience each more powerful than the rest that helps to build relationships.

How should you innovate experiences.

Measure across all three categories - adoption, perception and financial.

What does resolving needs mean?

More than responding to the initial request or rushing customers off the phone. It MEANS listening and understanding.

What is an example of providing a customer what they need without asking?

Nest took a thermostat and made it more intriguing. Knows when you're home, raises the temperature when you're away. Lowers it so that you save money. (Innovative in a field that didn't do anything in decades)

What is an example of dealing with dissatisfiers?

One click purchase from Amazon and Prime and AWS.

What is the second top layer of the CX pyramid?

Proactive level. Provide what I need without me asking. Provide experiences that resolve needs before customers ask.

What is the second to last layer of the CX pyramid?

Responsive level. Solve your problem when I ask. Solve the customer's problem quickly and efficiently - meaning, balance both business and customer goals, measures and strategies.

How do you align to organization and customer strategies?

Seek innovations that not only meet customer needs but fit existing brand goals. ex. SSA: Mobile deposit that was automated. Finding innovations that meet existing organizational strategies as a way of being effective and reducing risk.

How should an experience be?

So powerful it invites people to change the way they think about themselves.

How to get people to care about CX?

Talk about the importance of customer satisfaction and experiences in your organization.

Example of bad start to CJM?

Taxi's start their map from the PoV of customers being at busy places, airports etc. needing a taxi.

What is a mistake when it comes to customer journey mapping?

The more expansive your CJM is the more successful it will be. Do not end it at acquisitions or the buying journey. Or when they will use the product. But what is the journey to satisfaction or love? Loyalty to advocacy? Understanding that gives you opportunities that you otherwise won't see.

What is true about all of the steps in the CX pyramid?

They develop patience, and allow time for budgeting and developing.

How does a company succeed in providing a customer what they need without asking?

They knew you better, they offered something you needed or wanted (or product did).

Example of good CJM start?

Uber took steps before that, you can call you transportation before and get a driver that's rated. You did many more steps that extended the journey and value. Extending the journey allowed them to acquire customers more rapidly.

How do you Acquire data and insight?

Understand unmet wants and needs, not just current perceptions. ex. Product launches (risky and easily fail). Takes a lot of time and money. Proctor and Gamble researched the laundry market, found most people were satisfied with the amount of time they put into doing laundry, 68%. But when using tide pod satisfaction went up to 97%.

How can you deal with dissatisfiers?

When it isn't right, look around and see what everyone else is doing. Learn from your competitors. (Safe but undifferentiated).

What is an efficient example of having ones needs met? (USSA)

When their staff picks up the phone they don't only deal with the question that the customer has, but ex. kids in background -> life insurance -> college savings inquires.

How should you complete your CJM?

With an eye toward pushing experiences near the top of the CX pyramid at key touchpoints. Be thorough, from where they have a need to where there are very strategies and being loyal. What are the steps needed to get there?

How should you personally view the CX pyramid?

YOU SHOULD be thinking about your brand, products, and services, and insert that into it.

How do you "Provide what a customer needs without them asking"?

You need to understand your customer and what they want and need. As well as their different personas. In order to succeed you need to know your customer better than the competition

What should you assess about customers?

Your user insight to ensure you are gaining customer wants, needs and expectations, not just their perception of your existing processes. Don't just understand what's not working. But understand their needs and motivations. Trends in their behaviors.