PHASE 1: B2B BRANDING Create an inspiring brand that influences your customers and prospects to go from the problematic status quo to the opportunity-filled future. This is accomplished by solving their biggest problem by using the solution they purchased from you.   B2B branding is rapidly changing as organizations seek to create points of differentiation among their competitors. An effective B2B branding strategy will leverage data to cut through the… Read More »PHASE 1: B2B BRANDING

PHASE 8: Customer Experience MARKET LISTENING Proactively collecting customer feedback (early and often) requires a consistent “listening” engine.   In addition to measurement of key customer interactions, your organization must keep a “finger on the pulse” of customer trends and sentiment beyond just your touchpoints with them. And these insights must be activated within your organization. An efficient market listening engine not only collects feedback, but it actively pushes that… Read More »PHASE 8: Customer Experience MARKET LISTENING

PHASE 7: Customer Experience LAUNCH PLANNING To effectively launch Customer Experience, the entire company is enabled at every step along the way.   To be effective, Customer Experience initiatives must be launched across the entire organization. The launch must be phased, so it does not overwhelm your organization. It must come from the top-down, so it gets the attention it deserves. Finally, you must enable everyone, so they can deliver… Read More »PHASE 7: Customer Experience LAUNCH PLANNING

PHASE 6: Customer Experience MEASUREMENT Measurement of the customer experience is achieved by collecting insights and feedback directly from the customers.   To improve customer experiences, an organization must know two things. First, they must know what a memorable experience looks like from the perspective of the customer. Second, they must monitor how well they deliver that memorable experience. RAPID DIAGNOSTIC 1. Your definition of the ideal customer experience has… Read More »PHASE 6: CX MEASUREMENT

PHASE 5: Customer Experience PROCESS DESIGN The policies, processes, and business rules that provide the “logic” for how the business is run. Some of this is embedded in the systems, some of this is taught to employees.   A mastery of how customers prefer to interact with your brand will highlight their real (and perceived) experiences. This ultimately leads to increased customer lifetime value and retention due to attention focused… Read More »PHASE 5: Customer Experience PROCESS DESIGN

PHASE 4: Customer Experience CAPABILITIES ASSESSMENT Understand if your company has both the capacity and capability required to deliver and maintain the ideal experience for your customers.   Knowing the quality of your talent and ecosystem will enable you to identify the strengths and weaknesses in your customer experience design. This provides guidance on how to resolve the weaknesses and reinforce the strengths to achieve the vision and strategy of… Read More »PHASE 4: Customer Experience CAPABILITIES ASSESSMENT

PHASE 3: Customer Experience TOUCHPOINT ANALYSIS Touchpoint Analysis provides a comprehensive, end-to-end inventory of all processes, business rules, and touchpoints (both internal and customer-facing) that affect the way your company does business.   Touchpoint analysis provides insights into how your customers interact (and prefer to interact) with your brand. Performance across every touchpoint is evaluated, which provides guidance on how to design the ideal customer experience. RAPID DIAGNOSTIC 1. You… Read More »PHASE 3: Customer Experience TOUCHPOINT ANALYSIS

PHASE 2: Customer Experience GOVERNANCE To launch and maintain a successful customer-focused culture, a top-down philosophy of governance is critical. Clearly defined Customer Experience governance will assure a sustainable, long-term shift instead of a short-term fad.   Provides the C-Level authoritative stamp on a major cultural initiative. For many companies, Customer Experience is hard to measure and is therefore considered a high-risk, “touchy feely” trend. But Customer Experience is proven… Read More »PHASE 2: Customer Experience GOVERNANCE

PHASE 1: Customer Experience VISION & STRATEGY Client Experience (Customer Experience ) Design must always begin with a clear vision that is linked to the brand promise of the organization. This vision defines both the customer outcomes and the process of achieving those outcomes.   Understanding the vision of the organization from the top-down provides a unified approach to Customer Experience . This allows you to focus on the “how”… Read More »PHASE 1: Customer Experience VISION & STRATEGY

PHASE 3: BUYER SEGMENTATION Understand how buyers in your accounts and markets make purchase decisions.   Intimately knowing your buyers needs and how they buy will allow you to capture more value from the market. This also enables you to sell your solution at your desired price and to differentiate your offerings from those of the competition. RAPID DIAGNOSTIC 1. You have researched the evaluation criteria your buyers use when… Read More »PHASE 3: BUYER SEGMENTATION