Understanding Customer Experience 200213301 200413928 200213526 1 Prologue

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Understanding Customer Experience 200213301 강상훈 200413928 박성준 200213526 박승현

Understanding Customer Experience 200213301 강상훈 200413928 박성준 200213526 박승현

1. Prologue 2. What customer experience is 3. Why Neglect? 4. All Hands on

1. Prologue 2. What customer experience is 3. Why Neglect? 4. All Hands on Board 5. Obtaining the Right Information 6. Acting on Experience Information 7. The Employee Experience 8. Epilogue

Prologue Companies that Systematically monitor customer experience can take import steps to improve it

Prologue Companies that Systematically monitor customer experience can take import steps to improve it and their bottom line 과도한 사양, Bait Rebate, 개별적인 접촉 부족 - 회사가 가장 관심을 가져야 할 ‘고객경험’에서 ‘차별성이 없다’는 증거 핸드폰 서비스 계약 Mortgage application Automated telephone system

Prologue Companies that Systematically monitor customer experience can take import steps to improve it

Prologue Companies that Systematically monitor customer experience can take import steps to improve it and their bottom line Customer experience encompass every aspect of a company’s offering The quality of customer care, 광고, 포장, 제품이나 서비스 사양, 사용 편리성, 신뢰 현재 고객 경험과 관련된 문제가 발생 시 제품 개발부는 마케팅 부서에 미룸, 생산부서는 품질과 비용에, 고객서비스 부서는 계약에 신경 씀 • Is there anything else I can help you with?

Prologue Companies that Systematically monitor customer experience can take import steps to improve it

Prologue Companies that Systematically monitor customer experience can take import steps to improve it and their bottom line 어떤 회사는 CE를 왜 걱정해야 하는지 모름 어떤 회사는 데이터를 단지 모으고 수량화 - 발견한 점을 공유(Circulate)하지 못하고 있음 Bain & company • 조사 회사의 80%가 우수한 서비스를 제공 vs 응답 소비자 8%만 우수한 경험

Prologue Companies that Systematically monitor customer experience can take import steps to improve it

Prologue Companies that Systematically monitor customer experience can take import steps to improve it and their bottom line The problem is that measuring customer satisfaction doesn’t tell anyone how to achieve it. CS : The net result of the good experiences minus the bad ones 고객만족을 달성 – “Customer Experience”의 인식 기업은 고객경험을 알아내기 위한 절차의 확립&실행 고객 모니터링: Past / Present / Potential pattern (persistent/periodic/pulsed)

What Customer Experience is The internal and subjective response customers have to any direct

What Customer Experience is The internal and subjective response customers have to any direct or indirect contact with a company. Direct : 주로 구매, 사용 등 고객에 의해서 발생 Indirect : 상품이나 서비스의 계획되지 않은 조우, 추천, 비난, 광고, 뉴스 등 • Google - Whimsical holiday logo Harley-Davison - Exhaust system

What Customer Experience is The secret to a good experience isn’t the multiplicity of

What Customer Experience is The secret to a good experience isn’t the multiplicity of features on offer MS Windows vs Apple’s Macintosh • Apple - i. Pod을 켜는 순간이 아니라 광고의 실루엣 댄스에서 시작 • The origami-like packaging – ‘Designed in California, Made in China’ • i. Tune을 통해 다운받는 것이 아마존에서 CD를 구매하는 것 보다 편함 • Apple : Overarching design, Enjoyable experience

What Customer Experience is A successful brand shapes customer’s experiences by embedding the fundamental

What Customer Experience is A successful brand shapes customer’s experiences by embedding the fundamental value proposition in offerings’ every feature BMW ‘the ultimate driving machine’ Service quality and scope Fedex ‘tracking and shipping support’, ‘on time delivery’

What Customer Experience is Even dissatisfaction or wariness arises, artful control of customer experience

What Customer Experience is Even dissatisfaction or wariness arises, artful control of customer experience can overcome it Gilead Science사의 a new AIDS drug • 약물 효능이 전에 보다 우수함 • 고객조사 : 양성 반응자는 잠재적 부작용(adverse effect)에 더 민감 • 심각한 부작용 발생율이 낮은 약으로 포지션닝 처방 의사 공략 점차적으로 전환 경쟁사의 Market Share가 33% 하락

Why Neglect? Too much money already lavished on CRM과 CEM • CRM captures what

Why Neglect? Too much money already lavished on CRM과 CEM • CRM captures what a company knows about a particular customer • CEM captures customer’s subject thoughts about a particular company 구분 CEM CRM WHAT 고객이 회사를 어떻게 생각하나를 알려는 것 회사가 고객에 대해 알려는 것 WHEN Touch points Record of customer interaction MONITOR Voice of customer(조사, 관찰) POS data, 웹 로그 분석 사용자 Biz or functional leaders Customer facing group 미래성과와의 관련성 Leading Lagging

All Hands on Board 많은 기업이 고객경험자료를 모으고 접근하는 책임을 IT가 지원되는 Customer facing

All Hands on Board 많은 기업이 고객경험자료를 모으고 접근하는 책임을 IT가 지원되는 Customer facing group 에 부여 Accomplishment : Save money / Protects customers from redundant and annoying solicitations / Direct comparison of customers Mistakes : 한 부서에서 모든 권한을 가지고 있어 고객부서의 문제 • Palm의 Treo의 사례 고객경험을 통해 모아진 정보(intelligence)는 general manager가 고객문제에 반응하도록 조율해야 한다.

Obtaining the Right Information Past patterns Rental a car : Would you rent from

Obtaining the Right Information Past patterns Rental a car : Would you rent from enterprise again? / Questionnaire Persistent • Experience directly follows the experience itself – 회사는 정보를 바로 분석하고 내부적으로 소통할 수 있음 • The employees evaluating results must be attuned to area of customer experience

Acting on Experience Information Hi. Touch : B 2 B global financial services provider

Acting on Experience Information Hi. Touch : B 2 B global financial services provider Rating Customer • ㄴ

The Employee Experience ‘경험’의 중요성을 인식하고 모든 부서가 역할을 해야 함 Marketing • Capture

The Employee Experience ‘경험’의 중요성을 인식하고 모든 부서가 역할을 해야 함 Marketing • Capture the taste and standard of targeted market segment • Circulate knowledge within the company • Tailored all customer communication Service operations • Processes, skills, and practices are attuned to every touch point Product development • Should do more than specify needed features : design experience • Identify customer behavior and uncover needs that haven’t been identified

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