Chapter 6 Managing Contact by Contact

Customer Worthy, by Michael R. Hoffman‎ > ‎Table of Contents‎ > ‎

Chapter 6 Managing Contact by Contact

Mindset and a toolset
Visualize the customer experience
CxC Matrix channel categories—fast-easy-simple
It is the customer view—you live where?
CxC Matrix components and mechanics
Fifteen Customer Stages Mirror the Customer Journey
Email spam does not count as a “contact” . . . unless a customer reads it
Inference
CxC Matrix Channels
Where do I go from here?
The importance of community
Think Like a Customer! Matrix contacts retail banking breadcrumb trail
What about eBay and The New York Times?
Experience Matrix communities—clarity through chaos
Customers know when companies are lying
It’s one thing for a company to write a review. It’s a whole other thing for a company to delete community information.
How powerful are digital communities? I think they elected the President of the United States
Channel and media expectations differ from customer to company
HURRY I REALLY NEED HELP WITH MY CHECKING ACCOUNT
“Wow Me” — Every contact should be an “event”

Multi-Channel Attribution Model Using CxC Matrix

The CxC Matrix is designed to measure the cost and potential revenue effectiveness of each customer contact.

Step 1. Measuring Attribution at Component Level

The diagram below shows how the CxC Matrix examines and measures the effectiveness of each content component, message block, image and element in each customer contact. This information is most useful for managing and modeling advanced content and offer management systems that use segmentation and/or personalization deployed across mobile, web, POS, and other interactive and dynamic message delivery systems.

Step 2. Arranging Multi-Channel Contacts X Customer

Customer contact flow across multiple channels is critical in understanding which contacts or absence of contacts affect customer outcome. While some systems in your customer ecosystem may contain contact specifics (date, time, customer ID), The CxC Matrix assumes that this information is not available and captures information counts at each system or touchpoint categorized by its role in the customer's life stage.

Ordering contacts or touch points based on role in

customer life stage

Putting contacts in customer life stage role order enable your organization to see customer paths and customer flow.

Place transaction counts in each cell to see customer flow volume from life stage to life stage. Customer volume information at this aggregate level shows which channels and channel combinations are most frequently and least frequently used.

Key Insights from Customer Flow:

Does company generate a lot of web activity, social media interest but little ecommerce revenue?

is ecommerce process adequqate, consistent with prior experience design, content, are purchase options obvious?
Does brick and mortar activity grow when local web activity grows?
Are mechanisms built-in to alert sales and customer service resources to react to surge in web/social/ecommerce activity?

To be continued