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CX Academy - MODULE 3 SUMMARY

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106 views34 pages

CX Academy - MODULE 3 SUMMARY

Uploaded by

amparo.i.vazquez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Module 3

Summary &
Key Takeaways >
Overview

In Module 3, Cathy has brought us through The


Customer Experience Framework and shown
how applying it in your company will help you to
deliver CX Excellence.

The CX Framework is made up of six emotional


drivers that enable companies to build emotional
bonds with customers and create deeper
relationships between the customer and the
company to deliver CX Excellence. This ultimately
leads to an outcome of customer advocacy and
business growth.

We’ve also learned that The CX Framework also


applies to delivering Staff Experience Excellence.
Recognise The
Six Emotional Drivers

Being trustworthy in Treating customers Making it easy and


everything you do for as individuals, like effortless for customers to
customers human beings do business with you
Recognise The
Six Emotional Drivers

Understanding customers Managing, meeting and Putting things right


circumstances and exceeding customer when they go wrong
showing empathy expectations
Understand The
One Emotional Outcome
We’ve a Real Bond – a deep emotional
bond between customer and company.
I Trust You
Emotional Driver

Understand the I Trust You Emotional Driver:

The I Trust You Emotional Driver is the first and most


important Emotional Driver within the CX Framework.

It means that customers will create emotional bonds


with companies they trust.

The I Trust You Emotional Driver is the most important


Emotional Driver because it is the foundation of the
relationship between a customer and a company.

Customers will not do business with companies


they don’t trust.
I Trust You
Key Attributes

Understand the key attributes of the I Trust You Driver:

• Letting customers know that the company has


integrity and isn’t just about making money

• Showing customers that the company acts in


their best interests

• Demonstrating that the company values


customers and cares about them

• Keeping promises and commitments that


are made to customers
I Trust You
Behaviours & Skills

Recognise the most important behaviours and skills that companies


should adopt to deliver CX Excellence through the I Trust You Driver:

• M
 ake customers feel important, valued and cared for by
actively listening and asking the right questions

• M
 eet any deadlines you have given customers and follow up
with them when you said you were going to

• Keep language clear and simple, if jargon is used customers


may think the company has something to hide

• Staff must have the right levels of expertise to deal with


customer queries, particularly as many customers will have
already done research themselves
You Know Me
Emotional Driver

Understand the You Know Me Emotional Driver:

The You Know Me Emotional Driver means that a


customer wants to be treated as an individual, as a
human being and this driver has the most impact of all of
The Emotional Drivers on customer advocacy and loyalty.

It demonstrates that you know and recognise the


customer, understand their specific needs and will adapt
the experience accordingly. It makes the customer feel
important and valued, and builds a strong emotional bond.
You Know Me
Key Attributes

Understand the key attributes of the You Know Me Driver:

• R
 ecognising customers and greeting them
appropriately

• Remembering customers and acknowledging


their history with you

• Knowing who your customers are

• Understanding what their needs are


You Know Me
Behaviours & Skills

Recognise the most important behaviours and skills that companies


should adopt to deliver CX Excellence through the You Know Me Driver:

• Give every customer a warm welcome and use their name

• Actively listen to what they are saying and what they want

• Make the customer feel special and important, that they are
the only customer your company has

• G
 ive the customer what is best for them, based on their needs,
not what the company most wants to sell them
You Make It Easy
Emotional Driver

Understand the You Make It Easy Emotional Driver:

The You Make It Easy Emotional Driver means that


customers want companies to make it easy and
effortless to do business with them.

Customers’ time is a commodity that needs to be


valued so understanding where and how you can
make things easy and reduce effort for customers
will significantly improve the customer experience.
You Make It Easy
Key Attributes

Understand the key attributes of the You Make It Easy Driver:

• S
 howing customers that you understand how
valuable their time is

• Making it as simple as possible for customers to do


business with your company

• Ensuring the customer doesn’t have to do all the


work and have their time wasted

• U
 nderstanding how different customers want to do
things at different times and in different ways
You Make It Easy
Behaviours & Skills

Recognise the most important behaviours and skills that


companies should adopt to deliver CX Excellence through the
You Make It Easy Driver:

Ensure all instructions are clear and easy to follow


Endeavour to deliver ‘right first time’. Customers expect
the person they talk with to have all the right information to
hand and to know more than them

Stay ahead of the customer and spot any potential issues


that may arise

Act with a sense of urgency when it’s required, make the


customer feel that they are your priority
You Get Me
Emotional Driver

Understand the You Get Me Emotional Driver:

The You Get Me Emotional Driver means that customers


want companies to understand their circumstances and
show them empathy.

Understanding each different customer’s circumstances and


being able to deliver the right emotional response to improve
things for the customer will build a strong emotional bond.

Companies who excel in the You Get Me Emotional Driver


immerse their staff in the real life and emotional needs of
customers. This provides staff with a deeper understanding
of their customers, recognising that everyone is different and
has different personal circumstances.
You Get Me
Emotional Driver

Understand what the difference is between a focus on Task


and a focus on Customer for call-centre staff:

Task focused staff are trained and measured to


do a particular task as fast as possible and if not
to either pass the query on or ask the customer to
call back at another time or go online.

Customer focused staff are trained to actively listen


to the customer, empathise with that customer’s
situation and take ownership of the query there
and then.
You Get Me
Key Attributes

Understand the key attributes of the You Get Me Driver:

• U
 nderstanding what it’s like to be a customer by
walking in their shoes

• Being aware of how a customer is feeling

 esponding in the right way to the customer’s


• R
circumstances

• Caring enough to go the extra mile for the customer


You Get Me
Behaviours & Skills

Recognise the most important behaviours and skills that


companies should adopt to deliver CX Excellence through the
You Get Me Driver:

• U
 nderstand and acknowledge the emotions a customer
is experiencing e.g. relaxed, stressed, frustrated, happy,
sad, confused

• C
 hoose the right emotional response to a situation. This
may be sympathy, reassurance, urgency

• I magine it is a family member that you are dealing with,


how they would feel and how you would treat them

 ake sure you are using empathetic language and tone


• M
of voice in all of your customer interactions
You Deliver on Your Promise
Emotional Driver

Understand the You Deliver on Your Promise Emotional Driver:

The You Deliver on Your Promise Emotional Driver


means that customers want companies to manage,
meet and exceed their expectations of them.

Exceeding customer expectations is vital to keeping


customers happy, delighted and loyal. In order to be
able to exceed customers expectations companies
need to know what these expectations are.
You Deliver on Your Promise
Emotional Driver

Understand why exceeding customer expectations is


a constant challenge:

Understanding customer expectations is a challenge as


they are continually rising and changing as customers
constantly compare their most recent experiences across
all the companies they deal with. Technology also plays a
role as the latest digital innovations very quickly become the
norm and customers are looking for the next new thing.

Also, customer expectations will vary from person to person.


Companies need to understand different types of customers
and how their emotions, circumstances and past experiences
can influence their expectations.
You Deliver on Your Promise
Key Attributes

Understand the key attributes of the You Deliver on Your


Promise Driver:

• G
 iving customers a clear promise that you can
deliver against

• Knowing what customers expect from you

• U
 nderstanding how expectations will change
from customer to customer

• Creating ‘wow’ moments that exceed expectations


You Deliver on Your Promise
Behaviours & Skills

Recognise the most important behaviours and skills that


companies should adopt to deliver CX Excellence through the
You Deliver on Your Promise Driver:

• E
 xplain and guide the customer through the process so
that accurate expectations can be set and met

• K
 eep the customer informed if things change and update
them on timelines

• E
 ducate all staff about timings for different processes
so there is consistency in how they inform and manage
customers expectations

• E
 nsure all staff in all departments understand the role
they play in delivering on the customer promise and
meeting customer’s expectations
You Fix Things
Emotional Driver

Understand the You Fix Things Emotional Driver:

The You Fix Things Emotional Driver means that


when things go wrong, which they will from time to
time, customers want companies to fix problems as
quickly and as effectively as possible.

How the problem is fixed is crucial. Resolving issues


in a way that makes the customer feel the company
really cares will have a huge impact on their experience.
Turning a poor experience into a great one will build a
stronger emotional bond with the customer and make
them feel better about the company than they did
before the problem happened.
You Fix Things
Emotional Driver

Understand why it is important to offer the


customer an opportunity to complain:

Customers who don’t complain tend


to leave without giving the company the
opportunity to resolve the issue and will tell
others about their poor experience.
You Fix Things
Emotional Driver

Consider these interesting statistics and facts about how customers


behave when things go wrong:

• 96% of unhappy customers won’t complain

• 91% of these customers will leave and not tell the company

• A
 n unhappy customer will tell 9-15 people about their
bad experience

• It takes around 12 good experiences to make up for one


bad experience

• 8
 8% of consumers are less likely to buy from companies
who don’t answer their complaints

• 6
 8% of customers leave a company because they feel
the company doesn’t care about them
You Fix Things
Key Attributes

Understand the key attributes of the You Fix Things Driver:

• A
 cknowledging the problem and giving a genuine
apology

 reating the problem with urgency and fixing it as


• T
quickly as possible

• P
 utting the customer back in the position they were
in before the problem happened and doing it in a way
that makes them feel better about your company

• Going the extra mile to fix the problem


You Fix Things
Behaviours & Skills

Recognise the most important behaviours and skills that


companies should adopt to deliver CX Excellence through the
You Fix Things Driver:

• A
 pologise with sincerity and tailor the response to each
customer to show empathy for the situation they are in
and show you care about them

 learly communicate the intention of the company to


• C
sort out the customer’s problem and give details of how
this will be done

• E
 mpower staff to take ownership of customer problems
and fix them quickly and effectively

 ncourage and empower staff to go the extra mile to


• E
sort out a customer problem
We’ve a Real Bond
Emotional Outcome

Understand the We’ve a Real Bond Emotional Outcome:

Where your customers are so emotionally


engaged and connected they become an
advocate, recommending the company to friends,
family and colleagues. This is CX Excellence.
We’ve a Real Bond
Emotional Outcome

Understand the We’ve a Real Bond Emotional Outcome:

Customers who are advocates recommend your company, buy


more from you and stay with you. By consistently delivering on
your promise and creating remarkable experiences you will create
strong bonds with your customers.

Customers want to deal with companies who they trust, who they
feel emotionally connected to and who they have a real bond with.

The Six Emotional Drivers in the CX Framework when applied in


your company gives a very practical, clear way in which to build
these bonds.
Staff Experience
Excellence

Understand that The CX Framework is just as relevant


to staff as it is to the customer:

There is a very strong link between staff


experience and customer experience.

If staff have a positive experience they will be


happy to do their best for customers, they will
stay with the company and will recommend
them to their family and friends.

If the staff experience is poor, there will be a


lack of staff engagement, high staff turnover
and very little advocacy.
Staff Experience Excellence
& The CX Framework

Understand what each of the Six Emotional Drivers


look like from a staff perspective:

Being trustworthy Treating staff as Making it easy and


in everything you individuals, like effortless for staff to work
do for staff human beings in the company
Staff Experience Excellence
& The CX Framework

Understand what each of the Six Emotional Drivers


look like from a staff perspective:

Understanding staff Managing, meeting Putting things right


circumstances and and exceeding staff for staff when they
showing empathy expectations go wrong
Staff Experience Excellence
& The Emotional Outcome

Understand just as it applies to customers, The CX


Framework’s emotional outcome is also relevant to staff:

The outcome for staff is We’ve a Real Bond


– a deep emotional bond between the staff
and the company that means staff feel more
satisfied, enjoy their jobs more, stay longer and
recommend the company to others.
Thank You
Did all of that make sense? If you’re
happy that you have understood
Module 3 please now proceed to
the next learning section. Many
thanks for your attention.
© The CX Academy 2019 - No part of this publication may be reproduced
in any form except as permitted by the copyright owners.

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