Six Stages of Customer Experience Matrix Implementation

1. Inventory Experiences: Build a comprehensive catalog of customer contacts throughout their relationship with the organization. Classify contacts using the Customer Experience Matrix™ framework to ensure all experience areas are captured. This stage provides an opportunity to review existing contacts and business practices and creates a platform for further development.

2. Gather Contact Metrics: Identify the direct costs and revenues associated with each contact, as well as the quantities of related transactions. This gives an initial sense of the importance of different interactions and the flow of customers through the process.

3. Build Customer Experience Value Models: Explicitly link customer contacts into scenarios that define related activities such as product purchase cycle. Determine the number of customers expected to take each path. Monetize each contact by using cost and revenue figures to calculate the net future value of customers who experience it.

4. Generate Forecasts & Evaluate Strategic Alternatives: Build a comprehensive model of all customer flows during a specified period of time. Use current assumptions to generate forecasts of future business results. Forecasts can be used in existing reporting systems to compare against actual financial performance and customer flow. The modeling system can also explore strategic alternatives by running scenarios with alternative assumptions and assessing the projected results.

5. Identify Optimal Treatments: Document existing treatments (the business rules, processes and messages that define the content of each contact). Identify alternative treatments and estimate their impact on the customer flows and values. These can be used for strategic and tactical planning. Apply actual data as test results become available, and re-estimate.

6. Execute Optimal Treatments: Deploy treatments to operational customer interaction systems. Capture results from operational systems and feed into the value model. Compare actual to expected results, identify unexplained variances, and refine models over time.

6 Stages of CEM Implementation

1. Inventory Experiences

2. Gather Contact Metrics

3. Build Customer Value Models

4. Generate Forecasts

5. Identify Optimal Treatments

6. Execute Optimal Treatments