The only people more important than the customers you’re about to acquire are the ones you already have. We support you in developing a meaningful connection with your customers by identifying the emotional and practical impacts of each touch point with existing customers, and continually measuring your performance to identify opportunities for improvement. CMI immerses you in your customer’s point of view and prioritizes where your organization should focus attention and resources to create and defend customer loyalty.

On-Boarding Experience Assessment

Evaluate the “first 100 days” experience from your customers’ perspectives to ensure you’re delivering the best possible customer experience and creating a foundation for greater lifetime value from the start.

• Observe the customer on-boarding experience via discussion boards and other “in the moment” data capture techniques, pulsing out probing questions at appropriate times to gather timely information about customer experiences and reactions
• Can be used to pilot new product or service initiatives before launch.
• Helps determine what communications and team members are having the most powerful influence during your customers’ early lifcycle.
• Understand what’s working and what isn’t – where you are exceeding expectations and where you may be falling short.

Business Outcome: Evaluate a complex on-boarding process, improve overall customer experience, avoid costly mistakes and reduce expenses and time to market. Bring your customer experience to life with real examples and stories.

Customer Experience Programs

If you understand the pathway they take, you can influence the decision they make.

CMI has long recognized that successful companies share an important characteristic – a strong customer connection. We have deep expertise designing and implementing customer experience programs to support that connection. Our comprehensive, tailored approach is grounded in two important principles:

• Effective programs must reflect the organization’s culture to ensure the information will be accessed and used productively.
• Stakeholder buy-in is essential, and relies on involving stakeholders from the start so the research insights support resource allocation and initiative development to ultimately improve the customer experience and deliver the desired ROI.

The CMI Approach
Marketing is all about favorably influencing customers’ behaviors – to choose you, and continue choosing you over time. CMI believes that the most useful way to understand how and when to influence behavior is by looking at the pathway customers take when making decisions regarding your category and brand. Identifying critical touch points, and the influences, considerations and emotions affecting customers at those points, provides the basis to develop effective strategy. Our approach can be summarized in four basic steps, which occur against a backdrop of ongoing assessment and adjustment:

	Develop Strategic Foundation Talk with C-Suite, management and field representatives engaged in customer touch points to determine what is currently working, and what is not. Involve stakeholders early to understand their needs and perspectives.
	Map and Quantify Delineate your customer experience pathway – all relevant touch points – and identify potential weaknesses using immersive qualitative methods. Then quantify the pathway with a survey using appropriate data collection methods and sampling approaches. Link performance measures to organizational touch points; measure improvement and share.
	Identify Opportunities Identify important improvement initiatives and investment opportunities; anticipate and calculate ROI of improvement efforts via a simulator.
	Deploy Learning Identify training needs, promote coaching, and facilitate organizational alignment by disseminating key information in intuitive formats via CMI’s Web Insights NavigatorTM (WIN) interactive information platform.

CMI’s customer experience programs are learning systems that support your operational improvement efforts. They serve as essential platforms to increase loyalty, share and brand advocacy; provide direction to resource allocation; and facilitate goal setting, coaching and accountability.

Success Stories:
CMI’s experience spans a wide range of industries and applications. Each of our programs is designed to address our client’s unique needs.

• Cultural change agent – A major utility company needed to revamp its program; this ongoing program has resulted in beneficial cultural change and top industry performance scores.
• Compelling ROI – Demonstrated the ROI of patient experience score improvement for a large healthcare provider, which resulted in year over year improvement in patient experience; scores are utilized in evaluating and incenting physicians.
  
• Assessing and Improving Agent Performance – An annual program for a leading insurance company included over 8,000 agencies, with more than 5,000,000 surveys mailed and over 1,000,000 completed; results are critical in assessing and improving agent performance.
  
• National Account Management – This program has guided a national real estate company’s planning efforts at the individual account and macro level.