CUSTOMER EXPERIENCE
WHAT IS IT?
ENGINE believes you can use CX as an offensive weapon. Brands are increasingly using customer experience to differentiate and drive business performance, but often focus on chasing metrics rather than achieving business outcomes.
We help organizations return focus to business outcomes. Our holistic approach combines your customers’ and employees’ voices with performance measurement, behavioral data and predictive analytics to reveal the specific levers that drive customer acquisition, facilitate retention and maximize customer lifetime value.
Our services include:
- CX maturity evaluation
- Target customer identification
- Improved prospecting with ENGINE’s Digital Audiences
- Elimination of response bias with modelled CX performance that incorporates non-responder perspectives
- Customer lifetime value assessment
- Customer journey mapping
- CX key driver identification
- Monetized CX performance – ROI
- Prescriptive action planning
- CX best practice consultation
- CX program creation, management and execution
- Structured plans including operational process improvements to advance CX maturity
- Holistic change management consulting, partnership & guidance
OUTCOMES 360 CX
Successful brands are intentional about impacting behavioral outcomes. Outcomes360:CX goes beyond typical market research measurement programs and traditional consulting approaches that provide tactical process evaluation and recommendations that often are costly and unactioned. Outcomes360:CX provides a complete perspective of your competitive landscape – the drivers of brand selection and loyalty with actionable recommendations presented in the context of your organizations’ strengths and vulnerabilities, told from your most valuable customers’ point of view and implemented with your ENGINE team’s continued guidance.
Our approach celebrates customer heterogeneity. Understanding that your brand cannot be all things to all customers, we identify your existing customer segments based on their unique beliefs, expectations and behaviors. We then assess the value each customer segment represents to your organization. Finally, we provide maximum return on your CX investment by creating tailored action plans that:
- Target your most valuable and valued customers
- Improve CX related to individual key touchpoints along their journey
- Identify opportunities to differentiate from competitors
We’ll help you create your system for sustainable organization change; guiding you through a structured process that advances CX maturity moving toward a fully customer centric business practice.
WE BELIEVE
The customer is at the heart of your business, so you must place customers at the heart of business decision-making.
Brands no longer control the narrative, making earned word of mouth more critical.
It’s critical to be intentional and fully aligned across your entire organization to meaningfully impact customer behavior and business outcomes.
Performance is best understood relative to the expectations of your customers within the context of your competitive market position.
It is critical to develop action plans based on predictive prioritization, available resources (people, time, budget), overall impact to CX and ROI.
COMMON CX CHALLENGES WE ADDRESS
Diminishing program value in the face of budget scrutiny
Uncertainty around your CX program today and what steps are needed to improve it
Inconsistent perceptions about CX throughout your organization
Declining performance – CX, new sales, increased attrition
Information overload preventing action – drowning in data
Ineffective CX program – results fail to drive action across the organization
Fractured or inconsistent perception of CX across your organization
Declining trust in CX performance due to low customer response and/or small sample size
Unrealistic performance targets set without context (e.g. effort required to achieve and anticipated ROI)
Technology assisted data collection & reporting – DIY more difficult than expected
Cultivating a holistic view of CX via data integration – CRM, customer surveys, employee feedback, social media, third party sources, etc.
WHAT YOU GET FROM ENGINE
A single source of truth for your CX performance
A holistic, 360° view of your customer
Advisory services to align your organization and prioritize actions based on ROI
Target customer identification based on customer lifetime value assessment to attract and retain your most valuable customers
Improved prospecting with ENGINE’s Digital Audiences to reach your highest value customers
Modeled CX performance (e.g. NPS) from non-responders to address potential response bias in your KPIs
Monetized CX performance – Translation of your key performance indicator (NPS, overall satisfaction, etc.) improvement into revenue gains
Prescriptive action plans based on predictive modelling to drive the right outcomes for your business
CX best practice consultation, research program development and execution
Holistic change management consulting, partnership and guidance toward fully customer centric business practice
Integration of your diverse information feeds – CRM, customer surveys, employee surveys, social media and relevant third party sources
Portals & reporting to bring specific plans to life
Access to our AGILE solutions suite including Accelerated Intelligence, Digital Hives, and CARAVAN surveys to keep you connected in real-time with your customer and employee base throughout your journey to CX maturity and customer centricity
CX TRANSFORMATION
ENGINE believes you can use CX as an offensive weapon. When you proactively manage CX across your enterprise to impact business outcomes, you are driving toward superior performance. To create your system for sustainable organizational change, a structured step-by-step approach toward customer centricity is required. Your approach must consider your brand’s current CX maturity, which is the ability to proactively design, implement, manage, and continuously enhance your customers’ experience in ways that will impact business outcomes.
Our CX program evaluation, consulting and recommendations are based on ENGINE’s CX maturity model to ensure your CX program continues to progress toward a fully actualized customer centric business practice, including early “wins”.
We assess your organization’s performance on each of eight CX competencies. The strength of your organization’s performance on each of these competencies identifies your position on the path to centricity. As performance improves, your CX and ability to successfully meet corporate goals and objectives improves. Measuring against this framework allows you to advance your level of CX maturity, with the ultimate goal of reaching the level of CX Leaders.
ENGINE brings CX program evaluation, consulting and recommendations based on ENGINE’s CX maturity model to ensure your CX program continues to improve for the benefit of your most valuable customers and bottom line.
ENGINE’S CX CONSULTANCY HELPS
CUSTOMER FOCUSED ORGANIZATIONS:
Identify priorities of focus
Identify and target customers that provide the most value to your organization
Review measurement programs (including survey design)
Design prescriptive solutions driven by your unique business objectives and performance
Ensure early “wins” to elicit and maintain stakeholder and employee engagement
Provide a holistic change management system to guide your journey toward a customer centric business practice
Drive your business outcomes
Create a lifelong bond between your brand and target customers
CUSTOMER JOURNEY MAPPING & Analytics
ENGINE sees Customer Journey Mapping as the process of uncovering what customers feel, think, and do at each step of their interaction with a brand, from initial exposure to termination, and identifies pain points and opportunities to improve or redesign those interactions.
Our customer centric CX perspective addresses the need to place customers at the heart of business decision-making, and works well as lines between Acquisition and Experience stages of the customer journey continue to blur.
HOW WE DO IT
Visioning
Internal Mapping
External Mapping
Reconciliation
Mapping Calibration
Activation
HOW WE DELIVER
Initial workshop to review the overall plan and materials, identify stakeholders, segments, and align on scope and process
Workshop to document journeys from internal stakeholders’ viewpoint and gain alignment
Qualitative interviews to understand the customers’ journey; Identify key touchpoints and the customers emotional response related to that portion of their interaction with your brand.
Presentation of journey mapping work to date. Review the gaps and similarities between the internal the external perspectives.
WE FOCUS ON ALIGNING YOUR
ORGANIZATION FOR ACTION
Comprehensive: capture the journey from cradle to grave
Holistic: connect the experiences of your customers, suppliers, and employees
Addresses both key aspects of delight and areas of opportunity
Connect what to why: the behaviors, emotions and attitudes that drive decisions
Make it happen: designed for action to drive business results
PREDICTIVE ANALYTICS & PRESCRIPTIVE ACTIONS
Decide with confidence. In a complex world, ENGINE makes decision-making simple. Use our powerful prediction engine to know the impact of your business decisions before you make them, so you can invest your time and money in the things that matter most to customers and your brand’s success.
Our predictive approach matches your organization’s unique data with the most appropriate advanced statistical approach to determine how all the elements in your system work together: which process, service and product experiences affect each other, to what extent and with what impact on overall CX and your bottom line.
We identify the key aspects of your customer’s journey, assess your performance on these aspects and connect positive and negative changes with your revenue data. This approach allows us to predict the financial gains associated with improvement on one single aspect of experience or a combination of multiple aspects.
Following our analysis, we host a collaborative workshop to develop the most impactful action plans in the context of your available resources (people, time and budget) and anticipated return.
WHAT YOU CAN DO
Include your whole ecosystem: Our model ingests all data – emotional, functional, behavioral, business, proprietary data only you can provide (aka first party data), enhanced insights from relevant third party sources, structured and unstructured customer and employee feedback. This holistic approach allows you to understand the impact of every hidden and visible customer touchpoint within your process and service chain. CX performance across each touchpoint is presented in the context of your organization’s unique customer segments and most importantly by the value their business represents to your organization.
Decide on your time: the model is always-on, so you can understand the impact of any decision, any time
Grow your insight as you grow your business: Our simulator grows and develops over time, so you can adapt it as your system gets more complex
Focus your resources on improving/enhancing the aspects of your customers’ journey that have the greatest impact on CX
Connect your brand-building initiatives to your performance marketing initiatives to learn how they impact each other
Inform your product development and innovation strategy
Develop marketing materials that speak to your most valuable customer segment using ENGINE’s Digital Audiences
Monitor progress toward customer centricity through employee and customer online communities with ENGINE’s Digital Hives
Perform quick pulse checks with your larger potential customer base through ENGINE CARAVAN
Inform your customers of the enhancements you’re implementing on their behalf with ENGINE Media
