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Six Essential Goals forCustomer ExperienceStrategyBonus companion workshoptemplate to the bookHappy R.A.V.I.N.G. Customers!by Carol Buehrens
Six Essential Goals for Customer Experience StrategyAbout the book “‘Happy R.A.V.I.N.G. Customers!’ is a hands-on, user friendly bookabout delighting your customers. It provides a simple process foranyone to get started with this important work, with great realtime examples, tools, templates, and checklists [Read more]– Karyn Furstman, VP Agent & Customer ExperienceSafeco Insurance“Happy R.A.V.I.N.G. Customers!” by Carol Buehrens(MCH Press, 2014), is packed full of strategic,tactical, and practical inspiration.”Follow the steps provided by Buehrens to focusyour strategy, goals, and employee culture on whatcounts, your customers. Help move yourorganization from being process-driven tocustomer-driven by following the ideas andtechniques in Happy R.A.V.I.N.G. Customers!- Buy it now on Amazonamzn.com/099102740X.- SAVE 10%! RavingCX blog readers, go tocreatespace.com/4628573, andenter discount code: CG83XLJ6Learn more at happyravingcustomers.com.Carol is available for speaking engagements, workshops and book signings. Contact Caroldirectly at cbuehrens@ravingcx.com and read her blog: ravingcx.comlinkedin.com/in/carolbuehrens/ 2014 Carol Buehrens@carolbuehrens @ravingcx #happyravingcustomersHappy R.A.V.I.N.G. Customers!Page 2
Six Essential Goals for Customer Experience StrategySix Essential Goals forCustomer Experience StrategyYour CX Strategy should deliver results.But does it? Why make a Customer Experience Strategy Plan unless you can see itthrough. But, it’s no easy task to get everyone following your marching orders (and Iknow this from experience). To strengthen your plan and develop your roadmap, you'llneed to formulate appropriate, actionable goals. And, you'll want to partner eachgoal with measurable objectives.You know the drill - goals should roll up to your strategy, objectives should describe howyour goals will be attained and measured for success.To assist you in getting started, here are Six Essential Goals. (You’ll come up with more,but I consider these foundational.)Six Essential Goals.1. Understand your customers better.This might include such things as employing customer research to identifycustomer segmentation, learning expectations and emotional attributes,regularly asking for feedback, and creating advisory committees.2. Become a more "customer-centric" organization.Consider including finding ways to connect employees with customers,ingraining your customer into everything you do, employing customer personasfor every project, and understanding how everyday decisions affect yourcustomers. 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 3
Six Essential Goals for Customer Experience Strategy3. Deliver emotionally engaging customer experiences.Perhaps you’ll add topics such as designing experiences that delight the senses,looking for new ways to surprise and delight customers at regular intervals intheir journey, allowing customer to help design the products they use.4. Continually measure and improve.Consider designing systematic measurement techniques, employing regularmeasuring of experiences, continuing to identify opportunities, tracking andcommunicating improvements.5. Grow leadership capabilities.In this goal, you might include developing internal leadership training, invitingexperts in to provide leadership presentations, identifying helpful seminars andwebinars, and encouraging leader to join professional customer experience andcustomer service associations.6. Drive cultural change.Lastly, don’t forget to include your employee culture, by providing training,engaging employees with customer-focused activities, creating committees thatforward customer-focused ideals, tying performance evaluations and meritincreases with customer experience objectives, offering continuouscommunications, and celebrating successes.The templatesOn the following pages, you’ll find the Customer Experience Goals Workshop* templatesthat I’ve prefilled with these goals and the objectives adding fitting the abovedescriptions. Use these to begin to shape your own Action Plan for your CustomerExperience Strategy. I hope this gives you a big jumpstart!*Learn how you can request this workshop for your company. 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 4
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #1. Understandcustomers better.Objective:Employ customer researchHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 5
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #1. Understandcustomers better.Objective:Identify all of our different types of customersHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 6
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #1. Understandcustomers better.Objective:Learn our customer’s expectationsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 7
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #1. Understandcustomers better.Objective:Monitor how customers feel (emotions) as they interactwith usHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 8
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #1. Understandcustomers better.Objective:Discover what motivates our customersHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 9
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #1. Understandcustomers better.Objective:Regularly check with our customers for feedbackHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 10
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #2. Become a more "customer-centric"organization.Objective:Help our employees understand how their actions anddecisions affect our customersHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 11
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #2. Become a more "customer-centric"organization.Objective:Find ways to ingrain our customer throughout yourcompanyHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 12
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #2. Become a more "customer-centric"organization.Objective:Employ customer personas in everything we doHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 13
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #2. Become a more "customer-centric"organization.Objective:Bring the voice of our customer into our organizationHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 14
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #3. Deliver emotionally engaging customerexperiences.Objective:Baseline what our competition is doingHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 15
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #3. Deliver emotionally engaging customerexperiences.Objective:Design experiences to purposefully delight our customersHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 16
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #3. Deliver emotionally engaging customerexperiences.Objective:Surprise our customers at regular intervalsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 17
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #3. Deliver emotionally engaging customerexperiences.Objective:Have customer help design our servicesHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 18
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #3. Deliver emotionally engaging customerexperiences.Objective:Be sure to continue to think out of the boxHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 19
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #4. Continually measureand improve.Objective:Identify industry best practices for measurementHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 20
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #4. Continually measureand improve.Objective:Design our own systematic measurement techniques,ones that will work for usHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 21
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #4. Continually measureand improve.Objective:Employ regular measuring of our customer's experiencesWhen we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 22
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #4. Continually measureand improve.Objective:Continue to identify opportunitiesHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 23
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #4. Continually measureand improve.Objective:Track and communicate our improvementsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 24
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #5. Grow leadershipcapabilities.Objective:Develop internal customer experience trainingHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 25
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #5. Grow leadershipcapabilities.Objective:Invite experts in to provide leadership presentationsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 26
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #5. Grow leadershipcapabilities.Objective:Identify helpful seminars and webinarsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 27
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #5. Grow leadershipcapabilities.Objective:Encourage our leaders to join professional customerexperience and customer service associationsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 28
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #6. Drivecultural change.Objective:Provide training for our employeesHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 29
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #6. Drivecultural change.Objective:Engage employees with customer-focused activitiesHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 30
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #6. Drivecultural change.Objective:Create employee led committees to forward ourcustomer-focused idealsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 31
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #6. Drivecultural change.Objective:Tie performance evaluations and merit increases withcustomer experience objectivesHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 32
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #6. Drivecultural change.Objective:Offer continuous employee communicationsHow we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 33
Six Essential Goals for Customer Experience StrategyCUSTOMER EXPERIENCE GOALSGoal #6. Drivecultural change.Objective:Celebrate the successes our employees earn!How we will accomplish this:When we will deliver – our milestones:How we will measure that we’re successful: 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 34
Six Essential Goals for Customer Experience StrategyThank you! I hope you find this resourcehelpful. As a way to say “thanks” to myfriends and followers, we’ve set up adiscount code for the book, below. Enjoy!- Carol BuehrensSAVE 10%! createspace.com/4628573,enter discount code: CG83XLJ6You can also purchase on Amazonamzn.com/099102740XTo request this workshop for your companyContact Carol directly at cbuehrens@ravingcx.com. Additional Customer ExperienceWorkshops that can be requested for your company, include:- What’s your plan? Strategy, goals and objectives- Journey Mapping – Your road to success- Who’s your customer? Developing CX Personas- Wave your magic wand – Innovate your customer’s experience- Customer advocacy at your companyBuying multiple books for your company?MCH PRESS books can be ordered in bulk quantities for distribution to your employees,when used in corporate development, training sessions, and during Authorpresentations. Contact MCH PRESS and request Bulk Buying Information for HappyR.A.V.I.N.G. Customer!For additional information, see the book site, happyravingcustomers.com 2014 Carol BuehrensHappy R.A.V.I.N.G. Customers!Page 35
Six Essential Goals for Customer Experience Strategy . Goal #5. Grow leadership capabilities. Objective: Encourage our leaders to join professional customer experience and customer service associations . H
