Expert Topic
Enabling Customer Experience ROI
A recent study found that 90 percent of respondents claimed that customer experience (CX) is a top strategic priority for their firm.
But a surprising 86 percent said they do not expect to get much return on investment from CX. Two culprits are at work:
But a surprising 86 percent said they do not expect to get much return on investment from CX. Two culprits are at work:
- Companies place too much emphasis on short-term revenue to define ROI, while ignoring the costs of processes that inhibit a customer's ease-of-doing-business.
- Experiences that shape customer behavior are the result of numerous functional areas, not a silo such as service or marketing; companies often fail to provide continuity across a sequential flow of CX management practices, which is the silver bullet for optimal CX ROI.
Meet the
Expert
Lynn Hunsaker
About Lynn
- 20 years in customer experience leadership, guiding companies in cross-organizational engagement for CX innovation and improving marketing organization efficiency and effectiveness.
- Managed customer experience improvement and marketing at Fortune 250 firms Sonoco (packaging) and Applied Materials (semiconductor); led 20-country task force to design Sonoco customer satisfaction methodology.
- On a panel of 17 CX experts for the CXPA; one of ten featured columnists for CustomerThink; number six all-time author on CustomerThink.com.
- Invited by IBM BigDataHub, SDL InsideCXM, SAP, MyCustomer, ClienteerHub, SearchCRM, CXPA, KCBS and others to contribute customer experience expertise.
- Consulting clients have included: Adobe, Allegion, Anritsu, Applied Materials, Cisco, Ingersoll Rand, Kaiser, SunPower, Thomson Reuters.
- Named to "Global Gurus: World's Top 30 Customer Experience Professionals;" SAP's "Top 60 Customer Experience Influencers;" Onanalytica's "Top 100 Influencers of Customer Experience & Big Data."
Experience
Customer Experience ROI Strategist
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ClearAction LLC
Jul, 2006
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Present
- ClearAction is a "customer experience enablement" consulting firm. Enablement acts extensively on Voice of the Customer to earn customer engagement and ROI by weaving customer experience insights into culture and strategy, and by zeroing-in on actions that customers will readily notice and reward.
- Clients include Adobe, Allegion, Anritsu, Applied Materials, Cisco, Deltek, Direct General Insurance, FormFactor, Hospira, Kaiser Permanente, Ingersoll Rand, Merck, SunPower, Thomson Reuters, Valin, Whataburger, Zenprise.
CEO & President
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Marketing Operations Partners, Inc. & Marketing Future Forum
Jun, 2006
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Present
- Marketing Operations Partners guides companies in mastering emerging market opportunities by building accountability, alignment, and agility into their marketing organizations.
- Marketing Future Forum is a discovery process for managing any aspect of marketing more efficiently and effectively.
- Clients include Anritsu, BitDefender, Cisco WebEx, Health Strategies Group, IBM CastIron Systems, LexisNexis, NetApp.
Head of Global Quality
•
Applied Materials
Jan, 1994
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Feb, 2005
- Managed customer satisfaction program for eight years with emphasis on closed-loop improvements by every business unit; continually improved methodology and stakeholders’ follow-through on survey results enterprise-wide; deployed extensive internal branding campaign; conducted ongoing action planning workshops with 50 business units.
- Conducted customer interviews for product/service development and marketing plans; designed focus groups for development of internal employee marketing campaigns; developed surveys for continuous improvement; designed/managed market specs/launch plans.
Market Research Consultant
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Business Insights
Mar, 1993
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Nov, 1997
- Conducted market research including customer preference surveys, employee morale research, salary surveys, process efficiency studies, correlation studies of internal/field data and primary research.
- Clients included Adecco, Accountants Inc., Cadence, Bancroft-Whitney, Inmac, Belmont Hills Hospital
Marketing Services Manager
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Tragon Corporation
Jul, 1992
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Mar, 1993
- Developed and implemented marketing plans and training in marketing communications and client relationships.
- Clients included Nancy's, Dryer's, Nestle, Hoechst Celanese and Tyson Foods.
Strategic Information Manager
•
Sonoco Products Company
Mar, 1988
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Jul, 1992
- Designed 20-country multi-division customer satisfaction survey for Fortune 250 company. Led company-wide task force; conducted extensive research of other companies' customer satisfaction programs.
- Conducted hundreds of personal interviews at customer sites as inputs to annual strategic planning process, e.g. 3M, AT&T, Chevron, Del Monte, FMC, Food Lion, Franzia Vineyards, Georgia-Pacific, Kimberly Clark, Mobil Oil, Southwire, Weyerhauser, Wynn's, Wilson Sporting Goods.
Education
Vanderbilt University
MBA, Market, Finance, International Business, 1989
Brigham Young University
BS in Marketing, AAS in Psychology, Marketing, Psychology, 1987
Licenses & Certifications
Certified Practitioner of Cognitive Dynamics - Temperament and Interaction Styles - Interstrength Associates (Dec. 2009)
Certified Practitioner of CPI 260 - Consulting Psychologists Press (July 2009)
Certified Practitioner of Myers-Briggs Type Indicators - Consulting Psychologists Press (Jan. 2005)
Business Single Subject Assessment for Teachers and CBEST - California Commission on Teacher Credentialing (Sept. 2004)
Professional Certified Marketer - American Marketing Association (Jan. 2002)
Certified Quality Manager - American Society for Quality (March 1999)
Awards
- MVP, Customer Experience Professionals Association, 2014
- Top 30 Customer Experience Professionals, Gobal Gurus, 2014
- Top Influencer in Customer Success, Frontleaf 50-to-Follow, 2014
- Top Customer Experience Influencers, SAP, 2014
- Top Influencers of Customer Experience & Big Data, Onanalytica, 2014
- Silicon Valley AMA Legacy Award, 2006
- Silicon Valley AMA President's Award, 2003
- American Marketing Association Chapter Excellence Award, 1999
Boards
- Board of Directors, Silicon Valley Chapter of American Marketing Association, 1996-2006.
- Chapter president, 1998-99: Winner of AMA Chapter Excellence Award, 1999, achieved for first time in 20-year chapter history. Increased year-over-year revenue by 29 percent, margins by 30 percent, membership by 20 percent, attendance by 40 percent, volunteer involvement by 40 percent.
- President, 2011, San Francisco Bay Area Chapter of Association for Psychological Type: Initiated webcasts, online bookstore, scholarships, and numerous cost-savings, simplifications, visibility improvements, and revenue-generating efforts.
Committees
- Innovation Awards Co-Chair, Insight Exchange, CXPA, 2015
- CX Day Online Events Committee Co-Chair, CXPA, 2014
- CX Experts Open Hours, Insight Exchange, CXPA, 2014
- Unwound Session Co-Chair, Insight Exchange, CXPA, 2013
- CX Tools Committee, CXPA, 2012
Keynote Speeches
- Keynote Speaker: Conference Executive Board, Adobe Connect Partner Summit
- Conference Speaker: MRA, AMA, ASQ, IQPC, IIR, CCI, Burke
Panels
- Customer Experience Experts Panel, CXPA, 2013-2014
Academia
- Instructor (Faculty): UC Berkeley Extension, San Jose State University, Mission College, 2005-2010.
- Guest Lecturer: Golden Gate University, West Valley College, Lincoln University, Skyline College, Mission College, UC Santa Cruz Extension, 2005.
Publications
- Innovating Superior Customer Experience, Kindle Edition, July 2009.
- Customer Experience Improvement Momentum, Kindle Edition, April 2009.
- Metrics You Can Manage for Success, Kindle Edition, Nov. 2008.
- 3rd Annual Business-to-Business Customer Experience Management Best Practices Study, Kindle Edition, Dec. 2012.
- Journey to Marketing Operations Maturity Benchmarking Study, Sept. 2007.
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