Mastermind Webinar Customer Experience in your Business

We help small businesses succeed. Justin MacDonald Manager of Customer Experience #ISMMCX

We help small businesses succeed. “Customer Experience leads to profits…if you treat it as a business discipline.” -Harley Manning CX VP Forrester Research

We help small businesses succeed. Why CX?

We help small businesses succeed. Customer Experience Leaders vs. Laggards 76.9% CX Leaders outperform CX Laggards over last 7 years

We help small businesses succeed. Customer Experience is happening whether you acknowledge it or not.

We help small businesses succeed. How?

We help small businesses succeed. What?

We help small businesses succeed. What is CX?

We help small businesses succeed. What CX is NOT It is not Customer Service It is not Fulfillment It is not your Product

We help small businesses succeed. CX is how your customers perceive your company

We help small businesses succeed. CX is how your customers perceive your company Customer experience is the aggregate sum of all experiences, both conscious and unconscious, that a person has with your company, brand, and reputation, and how the sum of those experiences makes them feel.

We help small businesses succeed. Customer ExperienceJourney Moment Journey Moment

We help small businesses succeed. Customer ExperienceJourney Moment Journey Moment

We help small businesses succeed. Six Disciplines of Customer Experience 1.Strategy 2.Understanding 3.Design 4.Measurement 5.Governance 6.Culture

We help small businesses succeed. CX Discipline 1 Strategy

We help small businesses succeed. Discipline 1: Strategy (this is your Gameplan) CX Strategy Intended Experience Brand Attributes Company Strategy

We help small businesses succeed. Without a CX Strategy Herding Cats

We help small businesses succeed. With a CX Strategy

We help small businesses succeed. CX Strategy Customers happily trade the self-service, bulk, warehouse, industrial experience for great savings and high quantity. Costco’s CX Strategy is one of “Cost Leadership”

We help small businesses succeed. CX Strategy Customers happily pay premium prices in exchange for an upscale shopping environment, premium, hard-to-find products, natural, organic, ethnic products, and local produce. Whole Foods CX Strategy is one of “Differentiation”

We help small businesses succeed. CX Strategy Customers happily pay elite prices for concierge delivery, top of the line, hand-selected meats, chosen by shop owner Victor Puharich himself. Victor Churchill CX Strategy is one of “Tailored Intimacy” “The Bulgari of Buchery”

We help small businesses succeed. CX Discipline 2 Understanding

We help small businesses succeed. Discipline 2: Understanding A set of practices that creates a shared understanding of who customers are, what they want, and how they perceive the interactions they have with your company today.

We help small businesses succeed. Tools for CX Understanding Define your Target Market Create 3-4 Personas Map the most common CX journeys web search, site navigation contact request journey sales journey buying journey fulfillment journeys Identify low moments Identify Root Cause

We help small businesses succeed. Journey Map

We help small businesses succeed.

CX Discipline 3 Design

We help small businesses succeed. Discipline 3: Design How you envision and implement the customer interactions you want them to experience Design is the difference between a garage band and a symphony orchestra “ ”

We help small businesses succeed. Focus on moments that actually matter Reverse engineer from the successful outcome you desire That experience should do the following: –Meet the customer’s needs –Be Easy –Be Enjoyable Enjoyable Easy Meets Needs

We help small businesses succeed. Critical moments to make easy Make it easy: –To find you –To contact you –To pay you –To get help Enjoyable Easy Meets Needs

We help small businesses succeed. CX Discipline 4 Measurement

We help small businesses succeed. Discipline 4: Measurement How you consistently quantify CX quality Channels: –Survey – what they say –Behavior – what they do –NPS or CXI –Engagement – support calls, content consumption, usage of product

We help small businesses succeed. Why you need to Measure It allows you to prioritize decisions, track trends, and customer response to changes Easily creates opportunities to get testimonials and identify raving fans

We help small businesses succeed. How to Measure for small business Short, Simple, Consistent Automate transactional surveys Automate relational surveys Track vital behaviors (recurring rev, repeat sales, lost opportunities)

We help small businesses succeed. Surveying NPS (Net Promoter Score) –One Question - scale of “How likely are you to recommend us to a friend or family member?” 1-10

We help small businesses succeed. Calculating NPS –Score of 9 or 10 = “promoter” –Score of 7 or 8 = “neutral” –Score of 0 -6 = “detractor” –% of promoters minus % of detractors = NPS score –Ex. 82% promoters – 8% detractors = 74 NPS

We help small businesses succeed. Surveying con’t CXI (Customer Experience Index) –3 questions, scale of How well did this experience meet your needs? 2.How easy was this experience? 3.How enjoyable was this experience?

We help small businesses succeed. Calculating CXI –Score 4 or 5 = positive –Score of 3 = neutral –Score of 1 or 2 = negative –% of positives minus % of negatives –Average of all 3 questions’ scores = CXI –Ex. Meets needs = 87 Easy = 65 Enjoyable = CXi

We help small businesses succeed. CX Discipline 5 Governance

We help small businesses succeed. Discipline 5: Governance This allows you to manage the customer experience, to hold your company accountable for actually delivering the designed experience every time.

We help small businesses succeed. How to govern Clear expectations Clear consequences Set people up for success EMPOWER them to choose Review informally every week. Review formally at least every quarter

We help small businesses succeed. CX Discipline 6 Culture

We help small businesses succeed. Discipline 6: Culture Your system of values and behaviors that focus employees on delivering exceptional CX

We help small businesses succeed. How to create the needed culture Create trust –Hire for integrity –Design for autonomy Socialize CX in your company Share and communicate the importance of CX and customer wins Rewards –Simply thank you –Public recognition –Formalized reward program

We help small businesses succeed. Time to Commit Roll up your sleeves Take a day to start thinking and planning about how to implement these disciplines This is what successful companies are doing Whether they call it CX or not As a smaller business, the first 3 disciplines are more important –As a solopreneur, the last 3 disciplines are controlled by you

We help small businesses succeed. What does this look like in and out of Infusionsoft?

We help small businesses succeed. Get Some… 1.Get found 2.Get contacted 3.Get customers 4.Get paid 5.Get them what they deserve

We help small businesses succeed. Get found

We help small businesses succeed. Get contacted 98% of all Infusionsoft customers have a website Over 95% of all websites have a “contact us” page 98% of all “contact us” pages have a “contact us FORM” Less than 50% of businesses follow up with ‘contact us’ requests in 24 hours

We help small businesses succeed. What’s your webform worth? 2% Visitor Conversion 63% Sales Conversion $12K of first buy revenue $945 CLV $29295

We help small businesses succeed. Easy sources Lead capture forms Click to call for mobile site Business Cards

We help small businesses succeed. Get customers Sell to serve Conversational selling Hone your talk tracks Conversational Selling Webinar –

We help small businesses succeed. Get paid Cardinal rule: –Make it easy for people to give you their money

We help small businesses succeed. Get them what they deserve Deliver your world class product or service Follow up with personalized gratitude Encourage to consume Request for feedback

We help small businesses succeed. CX success story

We help small businesses succeed. Moments that matter

We help small businesses succeed. Follow up

We help small businesses succeed. Automated follow up

We help small businesses succeed. Rising CX

We help small businesses succeed. The final result: Weekly Skype coaching sessions –$1600 ($200 x 8 sessions) Purchased Vol. II –$297 Purchased DRR Clinic –$147 The Swing: went from -$147 to +$2191

We help small businesses succeed. Questions?