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Monetise the customer experience
BEFORE WE START (10 mins)
Why I created this sprint pack (5:17)
How this sprint pack is organised (4:50)
INTRODUCTION: Four reasons to focus on the money in CX (27 mins)
Introduction (3:02)
Reason #1: Convince your colleagues and leadership (6:00)
Reason #2: Give your programme longevity (5:16)
Reason #3: Make better decisions (7:04)
Reason #4: Turn customer smiles into cash (3:50)
Conclusion (2:27)
PART ONE: The evolution of customer experience economics (43 mins)
Introduction (2:09)
The intuitive business case for customer experience (6:56)
Satisfaction is not enough (3:33)
Introduction to Net Promoter economics (5:26)
Net Promoter economics - some proof points (9:49)
Conclusion (1:20)
BONUS: Dealing with Net Promoter criticism (13:52)
PART TWO: The business case for customer experience (58 mins)
Introduction (2:38)
A simple model: The business case (8:13)
A simple model: Estimate the value of one customer (8:22)
A simple model: Estimate the total value potential (6:05)
Get buy-in for your numbers (9:18)
Estimating the return (ROI) on customer investments (9:19)
Conclusion: When to use which model (3:01)
BONUS 1: Four business case traps to avoid (7:04)
BONUS 2: Using other people's numbers (4:11)
PART THREE: Turning customer smiles into cash. (2h 46mins)
Introduction PART 3: Customer smiles don't pay the rent (2:56)
3A - Sell more: Introduction (3:27)
3A. Activate - Let promoters buy all they can (5:22)
3A. Activate - Nudge promoters to recommend (17:18)
3A. Activate - Recover lost customers (9:49)
3A. Activate - Nurture your passives (9:35)
3A. Activate - Reduce your discounts (5:59)
3A. Organise - Make better account plans (10:35)
3A. Organise - Promoter tracking (5:04)
3A. Organise - Better manage your sales pipeline (11:33)
3A. Organise - More precise forecasting (8:14)
3B. Work smarter - Introduction (1:44)
3B. Work smarter - Reduce your costs (5:55)
3B. Work smarter - Maximise return on capital (17:07)
3B. Work smarter - Increase employee engagement (9:37)
3B. Work smarter - Share your best experience practices (9:31)
3C. Strategise - Introduction (1:46)
3C. Strategise - Turn your customer journey into a profit journey (5:28)
3C. Strategise - Co-create new products and innovations (3:35)
3C. Strategise - Focus on core customers (only) (6:44)
3C. Strategise - Make better acquisitions (4:26)
3C. Strategise - Boost your valuation (3:24)
3C. Strategise - Beat your competition (4:56)
Conclusion PART 3 (1:39)
CONCLUSION
General conclusion (1:20)
APPENDIX: All the downloads in one place
About this section
Introduction
PART ONE: The evolution of customer experience economics
PART TWO: The business case for customer experience
PART THREE: Turning customer smiles into cash
Satisfaction is not enough
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