School of Engineering

&
School of Management
Customer Experience Design

By
Preethi Priya K
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Course Syllabus
1. Introduction to Customer Experience Management 5. Customer Experience Measurement Tools and
Technologies
a. Definition and importance of customer experience
a. Overview of customer experience measurement tools
b. Key components of a customer experience program b. Customer feedback management platforms
c. Benefits of effective customer experience management c. Customer journey analytics and visualization tools
2. Customer Experience Strategy d. Implementing and integrating customer experience
a. Developing a customer experience vision and mission technologies
6. Usability testing in Customer experience
b. Setting strategic objectives and goals
a. Various usability testing methods and tools
c. Aligning customer experience strategy with business b. A/B testing
objectives
c. Analysing usability testing data
3. Customer Journey Mapping and Touchpoint Analysis d. Iterative Optimization and Continuous Testing
a. Understanding the customer journey and its stages 7. Ethical Considerations in Customer Experience
b. Conducting customer journey mapping exercises a. Ethical considerations in customer data collection and
usage
c. Identifying and evaluating customer touchpoints
b. Privacy and security in customer experience programs
d. Analysing touchpoints for improvement opportunities c. Ensuring transparency and trust with customers
4. Customer Experience Design and Innovation 8. Case Studies and Best Practices
a. Design thinking principles and methodologies a. Analysing successful customer experience programs
b. Applying design thinking to customer experience b. Case studies from various industries and organizations
improvement c. Learning from real-world examples of customer
experience excellence
c. Encouraging innovation and creativity in customer
experience
d. Prototyping and testing new customer experience initiatives.
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 Evaluation Criteria for students attending physical class
1. 2 Minors = 30 %

2. 1 Major = 35 %

3. Class-room exercise = 10%

4. Case study (Team size – X) = 25 %

• Note: All submissions to be made to one drive

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 Text Books

1. The Ten Principles Behind Great Customer Experiences

by Matt Watkinson
2. The Cult Of The Customer By Shep Hyken
3. The Customer Of The Future By Blake Morgan
4. Hooked by Nir Eryal

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 Module 1 – Introduction to CX

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 UX Revision and Overview of CX

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 7
Customer Experience Design
Customer Experience Design 8
 1. A Forrester study found that customers are 4.5 times more willing to pay for a brand that
creates a good experience, and
2. PwC found that users are less likely to tolerate a bad experience. With 17% of users ready
to leave any brand. 59% will quit after one bad experience and 59% will quit after multiple
bad experiences.
So, it can be said that if the service is unfriendly, inefficient or lack of product availability then
these are the expenses that will follow your bill later.

So having good design in the first place is vital and therefor, creating any product or service,
both UX and CX are things that we need to pay attention to learn more for stable business
results.
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 A positive customer experience is crucial to the success of your
business, because a happy customer is one who is likely to become a loyal
customer who can help you boost revenue.

The best marketing money can buy is a customer who will promote your
business for you — one who's loyal to your company, promotes your business
through word-of-mouth marketing, and advocates for your brand and product
or service.

The way you think about customer experience has probably had a profound
impact on how you look at your business as a whole. This is just one reason why
creating and obsessing over a great customer experience is so important.

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 Difference between UX and CX?
User Experience (UX) deals with people interacting with your product and
the experience they receive from that interaction. UX is measured with
metrics like: success rate, error rate, abandonment rate, time to complete
task, and (since we deal in digital) clicks to completion.

Customer Experience (CX), in contrast, encompasses all the interactions a

person has with your brand. It might be measured in: overall experience,
likelihood to continue use, and likelihood to recommend to others. In
essence, UX is part of a broader CX, but CX contains some aspects outside
of a product that UX does not.

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 Definition and importance of CX

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 What is Customer eXperience (CX)?
CX, or Customer Experience, refers to the overall perception and interaction a customer
has with a company or brand throughout their entire journey, from initial awareness and
engagement to post-purchase support and beyond. It encompasses every touchpoint
and interaction between the customer and the organization, including product or service
quality, customer service, website usability, marketing materials, and more.
(Or)
Customer experience (CX) is the sum total of customers' perceptions and feelings
resulting from interactions with a brand's products and services. Customer experience
spans the lifetime of customers' relationships with a brand, starting before a purchase is
made, continuing to active use and advancing to renewal or repeat purchase.
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Touchpoints

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Touchpoints

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Customer Experience Design 16
 Customer experience in Service Industry
1. Real estate
2. Healthcare
3. Education
4. Airline
5. Restaurant

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 Importance of CX
Customer Experience (CX) is a vital component of business success. It encompasses all interactions a
customer has with a company, influencing satisfaction, loyalty, and revenue. CX boosts customer
satisfaction, leading to loyalty and recommendations. Loyal customers spend more and are less likely to
churn, reducing acquisition costs. CX enhances brand reputation, fostering trust and competitive
advantage. Efficient CX processes can cut costs while feedback-driven improvements lead to better
products and services. Engaged employees, a result of CX focus, deliver better service. CX also aids
adaptability in changing markets and ensures regulatory compliance.
CX is integral to increasing Customer Lifetime Value (CLV) by keeping customers engaged over time. In a
competitive landscape, companies must prioritize CX to stand out, survive, and thrive. Ignoring CX can
lead to customer dissatisfaction, higher churn, and a damaged reputation, potentially costing more in the
long run. Therefore, investing in CX initiatives, from employee training to process optimization, is a
strategic imperative for businesses seeking sustainable growth and profitability.
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 Key words in CX
Churn rate: Churn rate, sometimes known as attrition rate, is the rate at which customers stop doing business
with a company over a given period of time. Churn may also apply to the number of subscribers who cancel or
don't renew a subscription. The higher your churn rate, the more customers stop buying from your business.

Customer Lifetime Value (CLV) : Customer lifetime value (CLV or CLTV) is a metric that represents the total net
profit a company can expect to generate from a customer throughout their entire relationship. It takes into
account the customer's initial purchase, repeat purchases, and the average duration of their relationship with
the company.

The typical formula used to calculate customer lifetime value is -

Customer lifetime value = customer value x average customer lifespan.

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 Key components of CX

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 Key components of CX
1. Customer Understanding: Know your customers' needs and preferences.
2. Customer Feedback: Collect feedback to improve and measure satisfaction.
3. Employee Engagement: Engage and empower employees for better service.
4. Multi-channel Experience: Ensure a consistent experience across all channels.
5. Ease of Use: Make interactions with your brand straightforward.
6. Timeliness: Provide quick responses and efficient service.
7. Problem Resolution: Resolve issues promptly and satisfactorily.
8. Consistency: Maintain consistency in branding and service.
9. Continuous Improvement: Regularly refine CX based on feedback.
10. Technology: Use tech for automation and improved interactions.
These core components can help you build a strong foundation for a positive customer experience.

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 Benefits of CX

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 Customer Experience Management
CX goal is to manage customer interactions through each physical and digital touchpoint to deliver personalised,
customer-centric experiences that drive brand loyalty and increase revenue.

Managing customer experience isn't just about how people perceive their experience with a brand or the actions
a company takes, but how customers feel when engaging with a brand. Customers will change their perception of
a brand hopefully in a positive direction each time they visit the company's website, reach out for customer
support or see ads online. Companies can better manage that by identifying CXM metrics and having a customer
experience management plan in place to increase customer loyalty.
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 Benefits of Customer Experience Management
Benefits of customer experience management
When evaluating which areas of the business to invest in, CX leaders can see a tangible ROI from focusing on
customer experience management. Let's explore some of the benefits of rolling out effective customer
experience management programs.

7 Key benefits are: Higher customer lifetime value, Reduces customer churn, Increased brand equity, Higher
customer retention, Improved crisis management, Reduced costs of service and marketing, and Better customer
engagement.

1. Higher customer lifetime value

Customer lifetime value represents the total amount of money a customer will spend with a business on
products or services over a lifetime. Knowing this number allows brands to identify how much to invest in
retaining customers versus acquiring new customers, but the real benefit of customer experience
management is the ability to ensure that number increases. Repeat business represents strong customer
loyalty to a brand. It also highlights the quality of a company's products and likely is influenced by the various
interactions someone has with a company. Companies roll out rewards programs, communicate often with
customers and invest in customer service and support to increase customer conversions. The more the
customer spends with a business, the higher the profits. Additionally, the odds of making a sale on an existing
customer often exceed 60%-70%, whereas companies are only 5%-20% likely to sell to a new customer.
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 2. Reduced customer churn
Businesses that see a higher customer lifetime value from a good customer experience management program
are likely benefitting from reduced churn or customer turnover. It is more costly to acquire new customers
than to retain them, so by putting resources toward keeping customers happy, companies experience
longer engagement.

Through regular touchpoints such as frequent phone calls, email updates or customer appreciation events
and sales, a brand is likely to stay at the top of a customer's mind. When the time comes to make another
purchase or renew a contract, those customers have an easier decision to make if customer service
representatives have been attentive to their needs or wants over time.

3. Increased brand equity

Brand equity is a marketing term that typically describes a brand's value in the eyes of the consumer. Brand
equity, however, has more to do with the emotions a consumer has when thinking about a brand. Delivering
on promises, providing high quality products and services and being responsive are all ways to build positive
brand equity. Conversely, under-delivery, disappointing interactions and massive public declaration to avoid a
brand are all examples of negative brand equity. A company with positive brand equity has some big fans.
These customers are happy to post positive reviews, share their experiences through word-of-mouth referrals
and participate in other customer loyalty programs. An effective customer experience management plan can
influence a positive brand equity and prevent negative reviews.

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 4. Higher customer retention
Brands that experience higher brand equity and reduced churn will also experience higher customer
retention. High customer retention often correlates to high customer loyalty. A customer may buy from a
brand once every few years, but the ability to keep that person as a customer is important.

Companies that are quick to resolve issues, reward loyalty, stay in touch, and most importantly, thank their
customers will strengthen the positive perception at the root of the overall customer experience. Customer
retention leads to more sales, higher lifetime value and an easier way to increase ROI from that initial
conversion.

5. Improved crisis management

By implementing effective CXM programs, businesses are also preparing for any potential crises that may
arise. Bad PR, the recall of a product or the inability to meet simple customer service requests can all leave a
bad taste in the mouths of the public and more importantly customers.

When customers trust a company to be there for them and with them, they are more likely to interact with
that brand directly. Brands with effective CXM programs can better protect themselves from public outrage
or humiliation. Even with short term setbacks, companies that own up to mistakes, enforce the trust their
customers put in them and respond to complaints or negative experiences positively will come out on top in
the end.

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 6. Reduced costs of service and marketing
When companies have a customer-centric approach to marketing, they eliminate a lot of the guesswork
related to what customers want. Customer experience management requires CX teams to look at customers
in their own light, determine what products they bought and what they will purchase next, learn lessons
through the sales process and understand why customers reach out. Teams can use this data to be more
proactive and potentially anticipate the needs of the customer.

7. Better customer engagement

A successful customer experience management program requires brands to take an omnichannel approach to
customer engagement. CX teams should determine where customers interact, then go where they interact
most frequently -- whether through social media, email or phone. Companies should be responsive and
proactive by frequently checking in, understanding needs and rewarding loyalty. That will result in those
return interactions from the customers.

Brands with effective CXM programs can better protect themselves from public outrage or humiliation. Even with
short term setbacks, companies that own up to mistakes, enforce the trust their customers put in them and
respond to complaints or negative experiences positively will come out on top in the end.

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 Best CX examples

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 Amazon
Amazon is quite simply one of the most significant customer service experience examples.
Their entire model is built around delivering exceptional client satisfaction.

That is made clear by the following quote from the founder and CEO, Jeff Bezos:

The question becomes, how have they achieved such an esteemed position? The answer is
simple; Amazon’s support staff is always available to help tackle problems. Using various
channels like phone, email, and a powerful social media presence with live chat makes this
possible.
Key Takeaway: Always be available to support your customers. You never know when the
opportunity to make a brand advocate arises.
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 Apple
Apple is known worldwide because of its innovative devices that have shaped the modern
world. Apart from their stylish and highly sought-after devices, Apple is also one of the best
customer experience examples.

Their "Genius bar" is where the magic happens. Apple experts meet with the customers
directly, offering a human face to the multi-trillion-dollar company.

In the words of late Steve Jobs, co-founder and CEO of Apple, “You’ve got to start with the
customer experience and work back toward the technology — not the other way around.”
Apple employees hold to that statement and ensure everything in their power to satisfy the
customers’ needs.

Furthermore, Apple offers 90-day phone support for most of its devices in every country
where they do their business officially.
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 Key Takeaway: Regardless of the size or stature of the business, customers want to interact
with a company at a personal level. By giving them a humanistic experience, you form an
emotional connection and increase their engagement with your business.

Good read-
https://www.digitalinformationworld.com/2018/06/how-apple-stores-give-their-customers-five-diamond-treatment-infographic.html

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 Ritz Carlton
When it comes to hospitality, few names can match the mighty Ritz-Carlton. They are one of the unmatched
customer service experience examples owing to their trust in employees.

“I believe in the power of recognition and empowerment leading to great employee engagement. And employee
engagement is critical to guest engagement. Employee empowerment and recognition is the core of our culture
and how we achieve outstanding customer service.” – Herve Humler, President and COO, Ritz-Carlton

They give their employees a ‘customer experience stipend.’ That means that each employee can spend up to
$2000 per incident to help resolve a problem. Thus, employees don’t need to wait around for approval from their
seniors. That translates to one of the best practices in personalized service.

Key Takeaway: Empowering employees to take care of customers is a sure way of ensuring stellar client
satisfaction.
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 Innovation through "First principles thinking"

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 First principles – The building blocks of knowledge
First-principles thinking is one of the best ways to reverse-engineer complicated problems and unleash creative
possibility. Sometimes called “reasoning from first principles,” the idea is to break down complicated problems
into basic elements and then reassemble them from the ground up. It’s one of the best ways to learn to think
for yourself, unlock your creative potential, and move from linear to non-linear results.

This approach was used by the philosopher Aristotle and is used now by Elon Musk, Steve Jobs , Charlie Munger
and other innovators of our time. They practice "First principles thinking" regularly, which allows them to cut
through the fog of shoddy reasoning and inadequate analogies to see opportunities that others miss.

Analogical thinking, or improving an existing design, has it’s place for sure, but how do we create something
completely new?

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 Example 1 -
A great example of First Principle thinking is the one many of you are familiar with: the iPhone. Do you remember
when Jobs first introduced the iPhone. It was 2007, and jobs talked about the existing phones out there, flip
phones and blackberry phones with keyboards built in. But he and others at Apple completely re-thought the
mobile experience from the ground up, by combining a phone, a music device (an iPod), and an “internet
communication device” with touch controls.

Example 2 -
Elon Musk did this by taking a rocket that cost billions and figuring out that that cost of materials on the open
market was a fraction of what it actually cost for someone like NASA to develop it. So, it wasn’t raw materials; it
was in the way it was designed. Next thing you know, SpaceX is launching and landing rockets upon re-entry.

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 Module 2 – CX Strategy

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 Developing CX vision and mission

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 What is CX Vision and mission?
What is Vision statement?
A vision statement is a declaration of your company's aspirations. It captures the essence of your business, what it stands for, and
what it ultimately wants to become. Think of it as the North Star that guides all your strategic decisions. A well-crafted vision
statement can inspire employees and set the tone for all your branding and marketing efforts. It should be aspirational yet grounded
in reality and something that you can revisit and revise over time.

What is Mission statement?

A mission statement is a declaration of your company's purpose. It should be simple, clear, and concise. It should also be
something you can stand behind and your employees can get behind. A good mission statement will set the tone for your company
and help guide your decisions. It should answer the question, "Why does this company exist?" Mission statements can be general or
specific, but they should always be aspirational.
Your mission statement can include details of what you do or how you do it. Having a good mission statement will serve as a guide
for how you want to structure your strategy and business objectives.

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 Difference between CX Vision and mission?
A vision statement is a long-term, aspirational goal for your company. It's what you see your company becoming
in the future. On the other hand, a mission statement is a more concise statement of purpose that describes
your company's reason for existing.

Your vision statement is what you hope to achieve, while your mission statement is how you will achieve it.

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 How to write a CX vision statement?
The first step is to clarify what you want. Start with questions like:
• What are your values?
• What do you want to create in the world?
• What change do you want to see?
Some people like to start with their mission statement and then use that to inform their vision statement.
Others like to start with a general idea of what they want and then get specific.
There's no right or wrong way to do this—it's whatever works best for you. Once you have a general idea of what
you want, it's time to start writing.
Keep your vision statement short—a sentence or two is usually enough. And make sure it's something that you
can reasonably achieve. There's no point in writing something so grandiose that it's impossible to achieve.
Your vision statement should be inspiring but also realistic. It should get you excited and motivate you to keep
going, even when things are tough.

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 CX mission and vision examples
The best way to learn how to come up with your own vision and mission is to take a look at some examples.
IKEA:
• Vision Statement: "To create a better everyday life for the many people, this is the IKEA vision."
• Mission statement: "To offer a wide range of well-designed, functional home furnishing products at
prices so low that as many people as possible will be able to afford them."
Nike:
• Vision Statement: "To bring inspiration and innovation to every athlete in the world."
• Mission Statement: "To bring inspiration and innovation to every athlete in the world. If you have a body,
you are an athlete."
Airbnb:
• Vision Statement: "Belong anywhere."
• Mission Statement: "Airbnb's mission is to help create a world where you can belong anywhere and
where people can live in a place, instead of just traveling to it."
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 APPLE:
• Vision Statement: "To make the best products on earth and to leave the world better than we found it"
• Mission statement: "To bring the best user experience to customers through innovative hardware,
software, and service.

Starbucks:
• Vision Statement: "to inspire and nurture the human spirit - one person, one cup, and one
neighbourhood at a time."
• Mission Statement: "Our mission - With every cup, with every conversation, with every community - we
nurture the limitless possibilities of human connection."

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 How to put this to use?

Creating a clear and concise vision and a mission is the first step when starting a company. It serves as a starting point for how
you roll out your strategy, how you set your OKRs, and ultimately how you and your team are going to execute on that
vision. Your business will generally be structured in this way and each step will inform the one below:
Vision → Mission → Strategy → OKRs → Execution.
Before getting to strategies and execution it's always important to align on that vision and get it right.
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 Defining CX vision
CX Vision: A glimpse of the ideal future

A CX vision is a concise, inspiring statement that paints a picture of the desired future state of an organization's
customer experience efforts. It represents an aspirational goal, a destination that the organization aims to reach
in its pursuit of delivering exceptional experiences to customers.

A well-crafted CX vision should:

1. Inspire and Motivate: It should energize and engage employees and stakeholders by providing a clear sense
of purpose and direction. A compelling vision encourages commitment and enthusiasm.
2. Set the Course: The vision outlines where the organization intends to be in the future. It serves as a beacon,
guiding decision-making and actions toward achieving that vision.
3. Reflect Customer-Centric Values: It should reflect the core values and principles that underpin the
organization's commitment to prioritizing the customer's needs, satisfaction, and well-being.
4. Be Future-Oriented: The vision should describe a future state where the organization excels in delivering
exceptional experiences, considering evolving customer expectations and market dynamics.
5. Be Clear and Concise: The vision statement should be easy to understand and remember, making it
accessible to all members of the organization.
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 Example CX Vision Statement:
"To be the global leader in crafting personalized, seamless, and memorable customer experiences that
consistently delight and foster long-lasting loyalty."

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 Defining CX mission
CX Mission: The Path to Realizing the Vision

While a CX vision paints a vivid picture of the ideal future, a CX mission statement outlines the strategies and
actions the organization will undertake to achieve that vision. It is a practical, action-oriented statement that
guides the day-to-day efforts and initiatives aimed at improving the customer experience.

A well-crafted CX mission should:

1. Provide Clarity: It should clarify the organization's commitment to delivering exceptional experiences and
outline the specific approaches and strategies to make it happen.
2. Be Actionable: The mission should be actionable, outlining concrete steps, processes, and behaviors that
employees should adopt to enhance the customer experience.
3. Align with Organizational Goals: It should seamlessly align with the broader goals and objectives of the
organization, ensuring that CX efforts contribute to overall success.
4. Reflect Values and Culture: The mission should reinforce the organization's values and culture, emphasizing
the importance of customer-centricity in daily operations.
5. Emphasize Continuous Improvement: It should highlight the organization's dedication to continuous
learning, adaptation, and improvement in pursuit of better CX.
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 Example CX Mission Statement:
"Our mission is to consistently exceed customer expectations by actively listening to their needs, continuously
improving our processes, and empowering our employees to deliver exceptional service."

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 Bringing CX vision and mission to life
Bringing Vision and Mission to Life
Once you've defined your CX vision and mission, it's essential to bring them to life throughout your organization:
1. Communicate Widely: Share your vision and mission with all employees, ensuring that everyone
understands and embraces them.
2. Integrate into Culture: Embed the vision and mission into your organization's culture, encouraging
employees to embody them in their daily work.
3. Measure Progress: Define key performance indicators (KPIs) that allow you to measure progress toward
your CX vision. Regularly track and report on these metrics.
4. Adapt and Evolve: Be open to adapting your CX strategies as needed, taking into account changing
customer expectations and market dynamics.
In conclusion, a well-defined CX vision and mission are essential components of a customer-centric organization.
They guide the organization's efforts, foster employee engagement, and help create exceptional experiences
that drive customer satisfaction, loyalty, and business success.
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 Setting strategic objectives and goals

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 Setting strategic objectives and goals
Setting strategic objectives and goals for Customer Experience (CX) involves:
1. Assessment: Understand current CX performance.
2. SMART Objectives: Make objectives Specific, Measurable, Achievable, Relevant, and Time-bound.
3. Prioritization: Focus on high-impact objectives aligned with overall strategy.
4. Specific Goals: Set quantifiable goals under each objective.
5. KPIs: Define key performance indicators (KPIs) to measure progress. Like NPS, Customer satisfaction,
customer effort score etc.
6. Alignment: Ensure CX aligns with organizational strategy.
7. Actionable Initiatives: Develop projects to achieve goals.
8. Accountability: Assign ownership and responsibilities.
9. Monitoring: Regularly track progress and gather feedback.
10. Communication: Engage employees and communicate objectives.
11. Adaptation: Continuously review and adapt objectives as needed.
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 Example of CX objectives and goals
Objective: Enhance Customer Loyalty
• Goal 1: Increase NPS by 15 points within the next 12 months.
• Goal 2: Reduce customer churn rate by 20% over the next two quarters.

Objective: Improve Operational Efficiency

• Goal 1: Decrease average response time for customer inquiries by 30% within six months.
• Goal 2: Streamline order fulfilment processes to reduce delivery times by 15% in the next quarter.

This process helps organizations strategically enhance CX, drive satisfaction, and achieve business success while
staying responsive to changing customer needs.

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 Aligning CX strategy with business objectives

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 Aligning CX strategy with business objectives and goals
Aligning your Customer Experience (CX) strategy with your business objectives and goals is crucial for ensuring
that CX efforts contribute to the overall success of your organization. Here's a step-by-step guide on how to
achieve this alignment:
1. Know Your Business Goals: Understand your company's objectives and targets.
2. Identify Key Customer Metrics: Determine which customer metrics relate to your goals.
3. Research Your Customers: Gain insights into customer preferences and pain points.
4. Map the Customer Journey: Visualize customer interactions across all touchpoints.
5. Prioritize CX Initiatives: Focus on CX efforts that directly impact business goals.
6. Set CX Objectives: Define specific CX goals and KPIs aligned with business objectives.
7. Allocate Resources: Ensure you have the necessary resources to support CX initiatives.
8. Create a CX Roadmap: Develop a timeline and action plan for CX improvements.
9. Train and Engage Employees: Equip your team to deliver excellent customer experiences.
10. Collect Feedback Continuously: Establish feedback loops for ongoing improvements.
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 11. Monitor and Measure: Regularly track progress using data and analytics.
12. Iterate and Improve: Adjust your CX strategy based on insights and results.
13. Communicate Internally: Ensure all teams understand and support CX initiatives.
14. Celebrate Success and Learn: Acknowledge achievements and learn from setbacks.
15. Regularly Review and Update: Keep your CX strategy aligned with evolving business needs.

By following these steps, you can ensure that your CX strategy is directly aligned with and contributes to the
achievement of your business objectives, ultimately driving success and growth for your organization.

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 Example 1: Business objective – Increase customer retention
1. Identify Key CX Metric: Use Net Promoter Score (NPS) to measure customer loyalty and satisfaction.
2. Set CX Goal: Increase NPS by 15 points within the next year.
3. Allocate Resources: Invest in customer support training and technology to improve response times and
issue resolution.
4. CX Action Plan: Implement a proactive customer outreach program to address concerns and gather
feedback.
5. Employee Engagement: Train customer service representatives to actively engage with customers, resolve
issues, and build rapport.
6. Feedback Loop: Implement post-interaction surveys to collect customer feedback and identify areas for
improvement.
7. Monitor and Adjust: Regularly review NPS scores and adjust the CX strategy based on feedback and
performance.

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 Example 2: Business objective –Increase online sales conversion rate
1. Identify Key CX Metric: Use Customer Satisfaction (CSAT) surveys to assess the online shopping experience.
2. Set CX Goal: Achieve a CSAT score of 90% or higher for the online shopping process.
3. Allocate Resources: Invest in website optimization, user experience design, and performance testing.
4. CX Action Plan: Streamline the online purchase process, enhance website navigation, and ensure mobile
responsiveness.
5. Employee Engagement: Train the IT and design teams to prioritize user-friendly features and prompt issue
resolution.
6. Feedback Loop: Implement real-time website feedback tools and monitor customer behavior.
7. Monitor and Adjust: Regularly review CSAT scores, analyze website analytics, and make improvements
accordingly.

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 In both examples, the CX strategy is aligned with specific business objectives (customer retention and online
sales conversion rate improvement). Key CX metrics are chosen to measure progress, resources are allocated,
action plans are developed, employees are engaged, and feedback loops are in place to continually enhance the
customer experience. Regular monitoring and adjustments ensure alignment with the overarching business
goals.

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 Module 3 – Customer journey mapping and Touch point analysis

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 5 Key elements of Customer Journey Map

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 5 elements of a Customer Journey Map
There are a 5 key elements that appear on most customer journey maps:

1. Customer Journey stages

2. Touchpoints
3. Departments responsible
4. Pain points and opportunities
5. Actions and emotions

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1. Customer Journey Stages
Customer journey maps can also have different endpoints, depending on which aspect of the customer
experience or customer persona you’re trying to study. Companies shape their customer journey maps around
the specifics of their business, which means no two maps look the same.

Break the customer journey down into steps so you can gain a better understanding of the buyer’s needs and
state of mind at every touchpoint. Different companies have different stages for their customers to go through.
For an ecommerce brand, the steps in the customer journey could look like this: -
1. Awareness
2. Consideration
3. Purchase / Conversion
4. Service / Adoption
5. Loyalty

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2. Customer Touchpoints
A customer touchpoint is any time a consumer interacts with your brand, whether that’s through an employee,
a website, an advertisement, or an app. And the experiences consumers have with those touchpoints can shape
how they view your company. Touchpoints influence customer perception and also present opportunities to
improve customer service.

Customer perception is influenced by both direct and indirect interactions with your business. Factors such as
social media, online reviews, pricing, quality, influencers, and CX all affect consumer perception. You can control
certain elements, including the quality of your product or service, the prices, and the customer experience. But
you can’t control others like reviews and social media posts.

For example:-
1. Say a customer sees an eco-friendly product advertised on social media. That is customer touchpoint No. 1 with that
retail business.
2. The customer clicks on the ad to buy the product and ends up on the brand’s ecommerce site, scrolling through lots of
products they find interesting. That’s touchpoint No. 2.
3. They purchase the product they came to buy and one other item, this is touchpoint No. 3,
4. after which the brand sends them a thank you email, this is touchpoint No. 4
5. and asks them to sign up for a weekly sales email, this is touchpoint No. 5, and so on.

Each customer touchpoint is an opportunity for a brand to woo a customer with a great customer experience that will
gradually transform them from a potential customer to a loyal customer.
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 3. Departments responsible
Show who owns what stage of the customer journey and what they’ll need to do to move the customer
forward. For example, marketing might own the interest stage of the journey, and their role would be to
drive the customer to a service page using ads or social media posts. Not all teams will have a role at all
stages, but they should understand what the customer is experiencing at each phase.

4. Pain points and opportunities

Pain points describe the problems that drive customers to your company or the issues they experience
when working with your company. While the former can help you shape your advertising to reel customers
in, the latter can help you identify growth opportunities. The gaps you discover while building your
customer journey maps enable you to improve the customer experience. You can retain buyers or win new
ones by removing difficulties. For example, simplifying a complex ordering process can result in more
purchases.

5. Actions and emotions

Actions and emotions refer to what customers do and how they feel during their journey. They can be
emotions that lead to churn, actions that lead to issue resolution, or a combination that leads to growth.
For example, your customer might be excited to buy new shoes from your online store, but they get
frustrated when they can’t find their preferred payment option. They take action by reaching out to
customer support or looking for an alternative.
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 Types of Customer Touchpoints

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 Benefits of Customer Journey Mapping

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 Benefits of Customer Journey Mapping
It’s hard to improve your operations when you don’t know what your customers are thinking or feeling—
specifically, what bothered them and what made them happy. A customer journey map helps you see your
brand from the consumer’s perspective, empowering you and your support team to identify areas of
improvement.

Better understand your customers

The journey mapping process lets you take a walk in your buyers’ shoes. You experience everything
customers feel and think along the way, as well as the roadblocks they meet. This gives you the insights
needed to provide personalized service that they’ll appreciate.

Example: Consumers shopping for products and services in the financial services industry tend to conduct a
lot of research because financial decisions are particularly personal and consequential. Understanding this
customer need, a financial sales team might take a more hands-off approach when trying to engage
potential customers.

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 Improve the customer experience
Customer journey maps are a great way to organize customer feedback and turn insights into action.
When you receive negative feedback, you can adjust your course and get back to smooth sailing. But
customer journey maps don’t just tell your company what you’re doing wrong—they also highlight the areas
where you excel. If you get a wave of new customers on the back of an Instagram campaign, that shows
you’ve found a channel worth pursuing.

Example: You notice many online shoppers are abandoning their carts at the payment screen instead of
checking out. You send out a customer survey and find that your website’s payment software is inadequate.
Now that you’re aware, you can improve the payment system and increase sales.

Encourage cross-functional collaboration

When you map out the customer journey, each team understands what stage they’re in charge of and
what actions they need to take to guide the consumer to the next step. Every department plays a distinct
role, but the map highlights how everyone is working toward the same goal: improving the customer
experience. With a shared objective, employees across the organization will likely feel connected and
motivated to work together.

Example: Marketers know they must target potential customers with advertising to increase awareness.
Support agents know they must answer customer queries post-purchase.
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 Increase customer retention
Happy customers stick around. By looking closely at your customer journey map, you can determine what
makes customers convert (and return) versus what makes them abandon their interaction. This allows you
to improve the things that make customers unhappy and to continue doing the things that keep customers
coming back. Your customer journey map can also improve retention by ensuring buyers feel special even
after they’ve converted. Post-purchase, follow up with a thank you note or feedback form to let them know
they’re valued.

Example: After a customer buys your product, you send them a thank you message that includes a discount
code for their next purchase.

Provide proactive service

Humans haven’t yet developed the ability to read minds, but data helps. Leveraging data—like customer
feedback, analytics, conversation rates, and churn rate—can help you craft a customer service map that’s
proactive and reactive. Proactive customer service is all about anticipating your buyers’ needs and
problems—you don’t always want customers to do the heavy lifting. It’s a good idea to identify the areas
where proactive service can help and implement reactive service as a backup.

Example: You notice that a lot of customers are reaching out after business hours, so you proactively help
them by creating a knowledge base. This enables users to find the information they need anytime,
anywhere.
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 Creating Customer Journey Mapping

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 How to create customer journey map
Customer journey mapping is a strategic tool used by businesses to gain a deeper understanding of their
customers' experiences, needs, and interactions at various stages of their relationship with the brand. It
involves creating a visual representation of the customer's journey from the initial point of contact to post-
purchase interactions. Customer journey mapping is a collaborative exercise.

The process typically consists of several stages:

1. Define Objectives: Every map should be tied to a business goal. Clearly define the end goals before building
your map so you can secure leadership buy-in and enhance its effectiveness.

a. How and why do customers buy from me?

b. How can I improve the overall customer experience?

2. Gather a Cross functional Team: If you’re creating a map that addresses the entire customer journey, you’ll
need representatives from multiple teams—such as marketing, sales, customer success, and engineering.
These departments interact with buyers at certain stages. Their unique understanding of the customer
journey will help you put together a comprehensive map.

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 3. Create customer personas and identify their goals

A customer persona (or buyer persona) is a fictional representation of your average customer. Your
customer persona forms the foundation of your map—you base each stage on their actions and behaviors
during the buying process.

Everyone is different, so create different maps for each unique persona. Otherwise, you risk alienating
customers with a different path to purchase. Begin by building a map for your most common customer
types or consumers who buy your most valuable products. You can make maps for other buyers later.

Look at the segments in your customer service software to get a clearer picture, and ask yourself the
following questions:

§ Who are my existing customers?

§ Who is my target audience on social media?
§ What types of customers are on my email list?
§ Why is this consumer buying from us?
§ What problem are customers trying to solve?

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 4. Look at your available resources

Customer journey maps are an opportunity to look at your resources and evaluate their efficacy. Determine
whether the resources you have available—chat, phone, email—are enough to provide comprehensive
customer service.

You can also examine which of your resources require a little more effort. Does your chatbot frequently get
things wrong? Are your support agents often struggling to find the right answer? That might be a sign you
need to restructure your processes.

5. Define patterns that emerge

Closely review your findings to pinpoint any patterns in your customer journey that could inform your
results. Look for ways that customers interact with your social media channels, website, product, and
customer service agents: Do they convert? Leave? Complain?

Identifying these patterns is crucial to figuring out what’s working and what isn’t. It’s the first step to guiding
a consumer from interest to purchase and eventually turning them into a loyal customer.

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 6. Identify opportunities for improvement
You’ve spotted the most important moments in your customer’s journey and the pain points that might
cause them to have a bad experience. From here, find areas where you can improve.

Go back to every previous step: How do the people in the room and the stakeholders they represent help
the customer in each stage? How can they use their skills and influence in the company to get the best
outcomes for the customer and the business?

This is where having a cross-functional team comes in handy—even if a problem is mostly related to one
department, the solution doesn’t have to be.

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 Reference template for customer journey mapping with persona

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Reference

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Example 1

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Example 2

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Example 3

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 3 types of customer journey maps and examples

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 3 types of customer journey maps and examples
Customer journey maps come in different formats. Tailor your map to visualize the present state of your
customer journey or create a map of the journey you’d like to provide.

Current-state customer journey map

A current-state customer journey map shows what buyers think and feel while going through the existing
journey.
Used for: finding gaps in the customer experience and brainstorming solutions.

Day-in-the-life customer journey map

A day-in-the-life map outlines what happens throughout your customer’s day. It accounts for the various
forces that impact consumers outside of their interactions with a brand. If your target demographic is
working parents, for example, you might place an ad for a kid-friendly podcast that families listen to on the
ride to school.
Used for: determining how your customers will encounter your brand in their day-to-day lives.

Future-state customer journey map

A future-state customer journey map illustrates what buyers will experience during the ideal consumer
journey. Future-state maps are used to imagine the possibilities of a perfect experience and provide a North
Star for your teams to work toward.
Customer Used for:
Experience deciding what you want your customer journey to look like and how you’ll get there.
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 Customer journey mapping best practices

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 Customer journey mapping best practices
Customer journey mapping is complex. With so many different customer segments and layers of information,
your team can easily lose its way. Once you create a map from our provided templates, use these tips to stay on
track.

1. Update your map regularly

A customer journey map is never finished. It requires regular updates to stay in tune with evolving customer
needs and changes in your business.

So, when’s a good time to review your map? Consider evaluating it when:

§ A new trend causes a change in consumer behavior.

§ You roll out significant product updates.
§ You discover a new customer segment.

Delegate the duty of keeping your maps up-to-date to a specific team member or group of people.

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 2. Involve your customers

The customer journey isn’t about you—it’s about your audience. So, no one is more important to inform
your map than your customers. Keep your mapping customer-centric by including your buyers in the
process.

Speak directly with customers through phone calls or send surveys and feedback forms to get their input.

Ask them questions like:

• How did you discover our product or service?
• What problem were you trying to solve?
• What roadblocks did you face in the buying process?
• How would you rate the support you receive post-purchase?

3. Ask reps for their input

Your customer service representatives are the backbone of your customer experience. No one has more
intimate knowledge of what you’re trying to do than those who work directly with your buyers.

Ask reps for their input on what will work best to attract and retain customers. You should also ask them
what customers complain about most and which type of personas they encounter most often.
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 4. Make your map accessible

Your customer journey map is critical for the future of your company. Everyone who may be impacted by it
should have it readily available. Ensure employees across the organization—including marketers, support
agents, content writers, sales reps, and more—know how to find and read your map.

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 Metrics to measure CX

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 Using survey data to boost customer journey map
Research is crucial to learn your customer’s motivations, roadblocks, continued pain points, and successes. If
you don’t have the survey data to answer these questions, you could be building your map from assumptions,
leaving room for misguided strategic planning down the line.

Consider using Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES)
surveys to capture first-hand customer feedback to include within your customer journey map. Then, choose
between a variety of surveying channels (Email, Web, Link, or SDK) to reach your audience wherever they are.

Here are some question examples to include in your survey:

• [CSAT]: How satisfied were you with your onboarding experience?

• [CSAT]: How satisfied were you with our checkout process?
• [NPS]: How likely are you to recommend this solution to your peers?
• [NPS]: How likely are you to recommend this store to your friends or family?
• [CES]: The website made it easy for me to compare options
• [CES]: The support reps made it easy to get my questions answered

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 Metrics to measure CX
Measuring Customer Experience (CX) is essential for businesses looking to understand and improve the quality
of interactions and relationships with their customers. There are various metrics and key performance indicators
(KPIs) that organizations use to assess CX. Here are some of the most commonly used metrics:

1. Net Promoter Score (NPS): NPS measures customer loyalty and their likelihood to recommend your brand
or product to others. Customers are asked to rate, on a scale of 0 to 10, how likely they are to recommend
your business. Scores are categorized as Promoters (9-10), Passives (7-8), and Detractors (0-6). The NPS is
calculated by subtracting the percentage of Detractors from the percentage of Promoters.

2. Customer Satisfaction (CSAT): CSAT measures the overall satisfaction of customers with a specific
interaction or experience. Customers are typically asked to rate their satisfaction on a scale (e.g., 1 to 5 or 1
to 7), and the average score is calculated.

3. Customer Effort Score (CES): CES assesses the ease with which customers can achieve their goals when
interacting with your business. Customers are asked how easy it was to resolve an issue or complete a task.
The score is usually on a scale (e.g., 1 to 7), with lower scores indicating lower effort.

4. Customer Churn Rate: Churn rate measures the percentage of customers who stop using your product or
services over a specific period. A high churn rate suggests dissatisfaction and a need for improvement in
your CX.
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 5. Retention Rate: This metric calculates the percentage of customers who continue to do business with your
company over a specific period. A high retention rate indicates that customers are satisfied and are more
likely to stay.

6. Average Customer Lifetime Value (CLV): CLV estimates the total revenue a business can expect to earn from
a customer over their entire relationship. A higher CLV typically indicates strong customer loyalty.

7. Customer Feedback and Surveys: Collecting qualitative feedback through surveys, interviews, or social
media monitoring can provide valuable insights into the customer experience. Open-ended questions can
uncover specific pain points and improvement opportunities.

8. Customer Support Metrics: Metrics such as average response time, resolution time, and first-contact
resolution rate in customer support interactions can reflect the quality of customer service.

9. Customer Retention Cost: Calculate the cost required to retain a customer. Lower costs indicate efficiency in
maintaining customer relationships.

10. Customer Loyalty and Repeat Purchase Rate: Measure how often customers make repeat purchases or
engage with your brand. High loyalty and repeat purchase rates indicate a positive CX.

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 11.Customer Referral Rate: Track how many new customers are acquired through referrals from existing
customers. A high referral rate indicates satisfied customers.

12.Website and App Analytics: Analyse website and app usage metrics, such as bounce rate, time on page, and
conversion rates, to understand user behaviour and identify areas for improvement.

13.Social Media Sentiment: Monitor social media channels for mentions and sentiment related to your brand.
Positive sentiment indicates a positive CX, while negative sentiment may highlight issues.

14.Customer Journey Analysis: Analyse the customer journey to identify pain points, drop-off points, and
opportunities for improvement at various touchpoints.

15.Employee Engagement: Engaged employees often deliver better customer service. Measure employee
satisfaction and engagement to indirectly assess CX.

16.Benchmarking: Compare your CX metrics to industry benchmarks or competitors to understand where you
stand relative to others in your field.

Different businesses may prioritize different CX metrics depending on their industry, goals, and customer base.
It's often valuable to use a combination of these metrics to gain a comprehensive understanding of the
customer experience and continuously work towards enhancing it. Regularly tracking and analysing these
metrics
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 Most important metrics to measure CX
• Net Promoter Score (NPS) measures the overall relationship you have with your customers.

• Customer Satisfaction Score (CSAT) helps you gauge how happy a customer is with either a specific
interaction or their general experience of your company.

• Customer Effort Score (CES) measures how effortless (or effort-full) it is to interact with your company.

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 Difference between NPS, CSAT and CES

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 Net promoter score (NPS)
What is NPS?
Net Promoter Score (NPS®) is a proven methodology for measuring customer loyalty through first-hand feedback.
Net Promoter Score is a popular customer experience metric because it is simple, effective, and correlated to
revenue growth.

Definition: Net Promoter Score is a customer experience metric that measures loyalty and is predictive of business
growth. NPS is calculated by asking an initial survey question on a 0–10 rating scale. Then, the accumulated ratings
are graded as one number between -100 and 100. This number expresses how customers perceive a company.

Fred Reichheld, a partner at Bain & Company, developed Net Promoter Score in 2003 after analyzing how
traditional customer satisfaction survey questions correlate to consumer behavior. They carefully phrased survey
question, “How likely are you to recommend [company] to a [friend or colleague]?” is now utilized by millions of
brands.
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 How do you calculate Net Promoter Score?
NPS provides a score, ranging from −100 to 100, that serves as a report card, grading your overall customer
experience. Customers are segmented into three groups (promoters, passives, detractors) according to their
numerical response to the 0–10 rating question.

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 Net promoter score groupings: Promoters, passives and detractors

Reference: https://delighted.com/nps-calculator

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 Understanding how NPS groupings come together can help you grow
The goal is to have a positive NPS score, which indicates a higher number of promoters than detractors.

You can have a positive or negative Net Promoter Score, meaning that your promoters either outnumber your
detractors; or the worst-case scenario – your detractors outnumber your promoters. Your NPS score gives you a
high-level view of that balance, so you proactively strategize on how to keep your company on track.

Promoters are more likely to stick with you for the long haul, while detractors are more likely to churn or spread
negative word of mouth. Passive customers are the wild card – they could go either way. NPS-based customer
segmentation helps you identify all types of customers so you can follow up with them to improve your
business.

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 Gather unbiased customer feedback with NPS surveys

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 NPS provides a simple and easy-to-understand metric that helps businesses assess customer loyalty and
satisfaction trends over time. A positive NPS indicates a healthy customer base that is likely to refer others to
your business, while a negative NPS suggests room for improvement in customer satisfaction and loyalty.
Companies often use NPS data to identify areas for enhancement and prioritize efforts to improve the customer
experience.

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 Customer Satisfaction Score (CSAT)
Definition: It is a metric used by businesses to measure and assess the level of customer satisfaction with a specific
product, service, interaction, or overall customer experience. CSAT is typically measured through surveys or
feedback forms, and it asks customers to rate their satisfaction on a scale.

Here's how CSAT works:

1. Question Format: Customers are asked a question that typically takes the following format:
• "How satisfied are you with [product/service/interaction]?" or "Please rate your satisfaction with
[product/service/interaction].”

2. Rating Scale: Customers are given a scale on which to express their satisfaction. The most common scale is a 5-
point or 7-point scale, where customers rate their satisfaction from "very unsatisfied" to "very satisfied" or
from "1" (low satisfaction) to "5" or "7" (high satisfaction).

3. Scoring: After receiving responses from customers, you calculate the CSAT score by determining the
percentage of customers who gave a high satisfaction rating (e.g., 4 or 5 on a 5-point scale or 6 or 7 on a 7-
point scale).

4. CSAT Score = (Number of High Satisfaction Responses / Total Responses) x 100

5. The CSAT score is usually represented as a percentage.

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 Key points about CSAT:
§ CSAT provides a snapshot of customer satisfaction at a particular point in time and can be used for specific
interactions (e.g., customer support call) or for overall product or service satisfaction.
§ It is a relatively simple and straightforward metric, making it easy to understand and use.
§ Companies often use CSAT to identify areas where improvements are needed in their offerings or customer
service.
§ To gain deeper insights, CSAT scores are often supplemented with open-ended questions to collect
qualitative feedback about what specifically made customers satisfied or dissatisfied.
§ CSAT scores can be tracked over time to assess changes in customer satisfaction and the effectiveness of
improvement efforts.

Overall, CSAT is a valuable tool for businesses to assess and monitor customer satisfaction, helping them identify
strengths and weaknesses in their offerings and tailor their strategies to better meet customer needs and
expectations.
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 Create your CSAT survey -

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 CSAT survey distribution:

Sending your CSAT survey

Use the distribution method that aligns most closely with the interaction that has just taken place. For
ecommerce, a website survey can gauge content satisfaction. For email support, follow up with an email survey.
For live chat, send a URL Link at the conclusion of your conversation. Use in-person kiosks for brick-and-mortar
locations.

CSAT timing and frequency

CSAT surveys tend to be one-off surveys because they gauge satisfaction after a specific interaction. To keep
response rates high, make sure you’re not over-surveying the same customer, that surveys are triggered upon
completion of the interaction, and that you’ll be able to respond to any feedback received to ensure the
customers feel heard.

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 Track CSAT over time:
Monitoring and tracking your CSAT score over time will provide a high-level gauge of whether you’re making
progress. Dips in the CSAT score range and trend line single out new issues that will require further analysis.

Take action on CSAT insights :

Acknowledge that you’ve received your customer’s feedback by closing the loop and acting on CSAT feedback.
1. Close the loop: Let the customer know that their feedback is appreciated by closing the loop. If they’re
unhappy, proactively provide an avenue for resolution. If they’re completely satisfied, see if they’re willing
to act as a reference or help with referrals. Happy customers often become your biggest advocates.
2. Integrate CSAT feedback: Make sure customer feedback gets in front of the people who effect change. Use
integrations to pass feedback data, or customer service scores, into your customer database, operational
systems, and communication tools, so process owners understand how they can improve.

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 Customer Effort Score (CES)
Definition: It is a customer experience metric used by businesses to evaluate the ease with which customers can
complete specific tasks, resolve issues, or achieve their goals when interacting with a company's products, services,
or support systems.

Customers rate their effort on a 1-7 rating scale with a CES Survey.

Here's how CSAT works:

1. Question Format:
Customers are asked a question that typically takes the following format:"On a scale of [easy] to [difficult], how
easy was it for you to [complete this task/resolve this issue]?"

2. Response Scale: Customers rate their effort on a scale, which can vary depending on the survey format.
Common scales include:
• Very Easy - Easy - Neutral - Difficult - Very Difficult (5-point scale)
• Extremely Easy - Somewhat Easy - Neither Easy nor Difficult - Somewhat Difficult - Extremely Difficult (5-
point scale)

3. Scoring: After collecting responses, the average score is calculated. Lower scores indicate that customers found
the task or interaction easy, while higher scores suggest that customers encountered more difficulty.
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 Key points about CES:
• CES focuses on the customer's perception of effort, emphasizing the ease or difficulty of completing a task or
resolving an issue.
• It is particularly useful for identifying areas where customers may face unnecessary challenges or obstacles,
which can lead to frustration and reduced satisfaction.
• CES surveys are often used in situations where simplicity and efficiency are critical, such as customer support
interactions, self-service processes, and website usability testing.
• Companies aim to achieve lower CES scores, indicating that customers find it easier to accomplish their goals.

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 Benefits of CES:
1. Predictive of Loyalty: Research has shown that customers who find interactions easy are more likely to
remain loyal to a brand and recommend it to others.
2. Focus on Process Improvement: CES feedback helps companies identify specific pain points in their
processes or systems, enabling them to make targeted improvements.
3. Real-time Feedback: CES surveys can be deployed immediately after a customer interaction, providing real-
time insights into customer experiences.
4. Comparative Analysis: Companies can compare CES scores across different touchpoints, departments, or
time periods to assess performance and progress.
5. Actionable Insights: Unlike some metrics, CES provides actionable feedback, making it easier for
organizations to prioritize and implement changes.
6. Simplicity: CES surveys are easy for customers to understand and complete, contributing to higher response
rates.
CES is often used in conjunction with other customer experience metrics, such as Net Promoter Score (NPS) and
Customer Satisfaction Score (CSAT), to gain a more comprehensive view of the customer experience and identify
opportunities
Customer for improvement.
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 Create your CES survey -

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 Sending CES Survey: Sending the CES survey closer to recent interactions will ensure the feedback is accurate
and actionable.

CES survey timing

Trigger CES surveys upon immediate completion of a transaction or after customers interact with your service
team. Recency is key to increasing response rates for these one-off surveys. Customer feedback tools automate
the process using REST APIs.

Distributing CES surveys

CES surveys should be delivered wherever the interaction takes place, whether that’s in your web app, an email
survey, or over chat. For brick-and-mortar transactions, setting up a kiosk is an easy way to get feedback on the
level of effort in store.

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 Track CES over time:
Monitoring your CES over time will let you know how effective your feature or internal process changes are. Dips
in the score will help you get in front of unexpected issues before they get out of control and lead to disloyal
customers.

Take action on CSAT insights :

Since your customers have taken the trouble of giving you feedback, it’s now time to close the feedback
loop and resolve any lingering issues the customer might have.

1. Respond to your customers: Closing the loop entails thanking the customers who provided feedback to let
them know they have been heard, and also proactively resolving any issues surfaced in the open-ended
feedback. You can set up your survey flow to respond to the customer with an apology for a poor
experience, or let customers know someone will be following up with them if they give you a low rating.

2. Set up automatic alerts: Route feedback directly to the team responsible so they can see what customers
think in real time. Integrate feedback into your help desk, customer relationship management (CRM)
platform, or internal chat tool, like Slack. You can also set up alerts that send feedback directly to your
support team based on the rating, comment, or other customer data point (product purchased, plan size,
etc.).
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 Identifying and evaluating customer touch points

Examples across different industries

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1. E-commerce Retailer
§ Website: Customers interact with the website while browsing products, adding items to the cart, and making
purchases.
§ Mobile App: A mobile app can serve as a touchpoint for customers who prefer shopping on their
smartphones.
§ Customer Service: Phone, email, or live chat support is a direct touchpoint for addressing customer inquiries
and issues.
§ Social Media: Customers may engage with the brand on social media platforms through comments, likes, and
direct messages.
§ Email Marketing: Marketing emails can serve as touchpoints for promoting products, offers, and providing
order updates.
§ Packaging and Delivery: The physical delivery of products and the packaging quality leave an impression on
customers.

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2. Restaurant
§ Website and Online Ordering: Customers may visit the restaurant's website to view the menu, place orders
online, or make reservations.
§ Dine-in Experience: The ambiance, service, and food quality during the dining experience are critical
touchpoints.
§ Takeout and Delivery: Interaction occurs when customers pick up food or when delivery personnel represent
the brand.
§ Customer Reviews: Online review platforms like Yelp and Google are indirect touchpoints where customers
share their experiences.
§ Loyalty Program: Participation in a loyalty program can deepen the connection between the restaurant and
its customers.

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3. Bank
§ Branch Visits: Physical branch visits are direct touchpoints for customers seeking in-person banking services.
§ ATM Usage: Interactions at ATMs are essential for cash withdrawals, deposits, and balance inquiries.
§ Online Banking: Customers interact with the bank's website or mobile app for account management and
transactions.
§ Customer Service Hotline: Phone support is a direct touchpoint for addressing account-related inquiries.
§ Email Alerts: Automated email notifications for transactions or account updates are indirect touchpoints.
§ Social Media Customer Support: Customers may reach out for assistance via the bank's social media profiles

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4. Hotel
§ Booking Website: Guests interact with the hotel's website to make reservations and view room options.
§ Check-in and Check-out: The reception desk at the hotel is a direct touchpoint during these processes.
§ Room Service: Ordering food and services from the room is a touchpoint that contributes to guest
satisfaction.
§ Concierge Services: Guests may seek recommendations and assistance from the hotel's concierge.
§ In-Room Amenities: The quality of amenities, such as toiletries and in-room technology, is important for
guest experience.
§ Post-Stay Surveys: Email surveys after the stay provide a feedback touchpoint.

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5. Software company
§ Website: Customers visit the website for information, product demos, and downloads.
§ Onboarding Process: The initial setup and guidance during software use is a critical touchpoint.
§ Customer Support Tickets: Handling customer inquiries and issues through a ticketing system.
§ Software Updates: Notifications and experiences related to software updates are touchpoints.
§ User Communities: Online forums and user communities can be indirect touchpoints for sharing knowledge
and feedback.

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 These examples demonstrate how customer touchpoints can vary widely based on the industry and the specific
customer journey. Identifying and optimizing these touchpoints is key to providing a seamless and positive
customer experience.

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 Analyzing touchpoints for improvement opportunities

Customer Experience Design 121

 Analyzing touchpoint for improvement opportunities
The first step in customer touchpoint analysis is to collect data from various customer interactions with your brand. This can
include data from sources like customer surveys, social media mentions, support tickets, and customer reviews.

As part of the Customer Experience, these can be defined as below:

1. Human Touchpoints refer to people’s interaction. This can be, for example, a call from the customer to the company or
face-to-face personal contact.

2. Brand Touchpoints are contacts made by browsing the website, by obtaining a business card or by reading an article.

3. Product Touchpoints are materials, equipment, or products, i.e., anything that is perceived visually and haptically.

4. Interactive Touchpoints are multidirectional. This means that these can be both internet-based touchpoints and
touchpoints via PC, TV, and radio.

5. Static Touchpoints are advertising materials such as brochures, flyers, business cards, and poster/billboard advertising.

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