Customer Experience Optimization (CEO)
A Methodology for Improving Customer Experience, Loyalty and Shareholder Value

EXECUTIVE SUMMARY: CEO

Customer Experience Optimization (CEO) is a systematic methodology for a business to determine its customers' top priorities conclusively and with precision at any given time, to more effectively align its service objectives and the structures to deliver them.

This paper will examine a streamlined, practical and results-based approach that has its roots in both statistical and financial theory and models, drawing upon academic references with a business purpose. A straightforward value proposition is supported by case examples with tangible benefits and results.

The CEO method consists of three basic steps or phases that allow a business (with a focus on the customer contact center) to:

1) AUDIT the Voice of the Business for its view of Customer needs through:
   • Organizational Review and Fact-Finding
   • Financial and Operating Impacts

2) Determine the ROADMAP for the Voice of the Customer based on facts and data:
   • In-Depth Analysis of Customer Comments
   • Statistical Modeling of Survey Data and Feedback

3) BLUEPRINT the Alignment of Business and Customer priorities with:
   • Prioritization of Projects and Action Plans
   • Focused Measurement Systems

In conclusion, the paper develops the concept that quality service, customer satisfaction and loyalty provide measurable return to the business, or Return-on-Service. This paper challenges schools of thought that view these as "soft" measures, or regard high service levels as inconsistent with strong revenues and expense reduction. Rather, the body of evidence is shifting to support new metrics that focus on the customer as a realistic calibration for success.

One of the primary differentiators of this approach is its deliberate application of this particular spectrum of techniques (proprietary to each client engagement) in order to achieve a comprehensive alignment of business priorities with customer perspectives for maximizing their loyalty and advocacy.

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