Mark Michelson The World of CX VOC Research MS Design Thinking Journey Mapping Touchpoints Training Development Human Factors CRM Customer Experience CX Service Feelings LoyaltyRetention value of customers who have purchased ID: 782243
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Slide1
Slide2Inside The World
of CX Research
Mark Michelson
Slide3The World of CX
VOC Research
MS
Design Thinking
Journey Mapping
Touchpoints
Training
Development
Human Factors
CRM
Slide4Customer Experience (CX):
Service, Feelings, Loyalty/Retention value of customers who have purchased
Shopper Experience:
Ease of locating product, interaction with staff, shopper communications and atmosphere.
Employee Experience (EX):
Performance, 360Product Experience:
Pricing, Value, Features
Brand Experience:
Positioning, Awareness, Meaning
CX Research is About More Than Customers
And More than Numbers
Slide5CX Metrics
Understand the “Why” Behind the Numbers
Slide6NPS
®
– Net Promoter Score
How likely is it that you would recommend [Organization X/Product Y/Service Z] to a friend or colleague?
Scale between 0 (not at all likely) to10 (extremely likely)
CSAT – Customer SatisfactionHow would you rate your overall satisfaction with the [goods/service] you received?Scale between 1 (very unsatisfied) to 5 (very satisfied)CES – Customer Effort ScoreHow easy was it to deal with our company today?
Retention loyalty – how likely are you to remain with us?
Purchase loyalty – how likely are you to continue buying from us?
Meeting expectation – how much better (or worse) was your experience compared to your expectation?
Waiting time – how long did you have to wait in a call queue? etc.
Online – how easy was it to find what you were looking for?’
Slide7The Why
Subjective
O Data
X
M
X Data
NPS
VOC
CSAT
CES
MS
Sales
Production
Web analytics
HR
Qual/Quant
Traffic
Surveys
Churn
Conversion
CRM
Focus Groups
Ethnographies
Sentiment
Feelings
Operations
& Behavior
Service
The What
Objective
Slide8Research to
Design Experiences
Research to
Monitor Experiences
Product design
Service design
Store design
Digital design
Brand design
Loyalty Metrics
- CSAT, CES, NPS
Experience Audits
- Mystery shopping
Customer Communities
Slide9SAP purchased Qualtrics for $8 Billion Cash in January 2019
88% of the shares owned by one family.
16 years in business
Slide10Promo Code MSPA20 – Save 20%
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