Customer Experience Consulting

ClearAction helps organizations build enterprise-wide customer-centricity and ownership of customer experience innovation to live the brand promise and maximize customer profitability. Get more value from customer feedback by applying it to daily decisions and processes enterprise-wide. Our combination of quality, marketing, and organizational development skills enables you to strengthen customer-centricity, differentiate customer experience, and sustain profit growth. We seamlessly augment your existing programs and identify opportunities to boost your return on investment in customer experience management.

Take your profitability to the next level by:

• Innovating superior customer experience - products, services, processes, policies
• Expanding voice-of-the-customer usage - get higher ROI on customer survey data
• Preventing waste and customer hassles - align to high lifetime value customers
• Nurturing cross-organizational passion for customer experience management
• Living your brand promise - company-wide consistent delivery of value proposition

• Customer Experience Optimization is enterprise-wide alignment with customer priorities, to prevent hassles for customers, reduce waste, increase organic customer enthusiasm, and grow both revenue and profit sustainably.
• Customer Experience Management is enterprise-wide dedication to serving customer needs from their perspective. CEM recognizes that businesses exist to serve customer needs, which results in revenue for paychecks and budgets and shareholder value.
• Customer Experience includes all of a customer's experiences with a solution from realization of a need until the need no longer exists. Hence, it is broader than touch-points, deeper than user experience, and its duration and components are determined entirely by the customer.

"ClearAction has taught us things that would not readily cross our minds; they make total sense, and have increased our efficiency and accuracy in many areas." - K. van Diepen, Director of Marketing

"ClearAction is a leading expert in customer experience and customer relationships. I value ClearAction's views on the role marketing needs to take on in managing the customer experience."
- C. Crandell, Executive Vice President & Chief Marketing Officer

Case Studies

• Scenario: A Fortune 250 manufacturer had launched a customer satisfaction program, and wanted to fully utilize the results from its second annual survey.
• Solution: We involved every business unit, branch office, and corporate function in understanding their impact on the customer experience. Through train-the-trainer, each group owned the action-planning process. Commitments for improvement were shared with customers.
• Results: Each group's action plan metrics were collected quarterly and reviewed by the C-team to perpetuate successes. Customer-centricity increased greatly through transparency of actions, metrics, and lessons learned. Millions of dollars were saved both by the company and by customers, and cycle time for numerous processes improved substantially.


• Scenario: A high tech company sought greater employee engagement in customer satisfaction improvement.
• Solution: We designed a self-reporting team recognition program, complete with web-interface for teams to track their ongoing progress, and for a judges panel to provide constructive feedback to teams. We established categories and criteria to catalyze culture change toward customer-centricity, prevention of customer issues, and creative solutions for cost savings and cycle time improvement. We also provided materials, tips and processes for promoting participation.
• Results: Grassroots participation skyrocketed and substantial savings were achieved more quickly than in previous quarters. The collective mindset of employees was greatly influenced by the success criteria, which helped additional customer-centricity efforts by executives take deep root.


• Scenario: A company with 22,000 employees wanted to invigorate its customer experience improvement program.
• Solution: We engaged spokespersons from each business unit and branch office, and from key customers, in evaluating methodologies for data collection and reporting. We eliminated duplicated survey efforts, streamlined the survey suite to meet the needs of various purchase influencers, and updated the team recognition and bonus incentive programs.
• Results: We improved customer participation in providing feedback, and achieved 100% employee participation in customer issue resolution and prevention.

Scenario: Executives in a company wanted to predict customer sentiment improvement.
• Solution: We helped teams throughout the organization identify true leading indicators of customer experience. These indicators were actionable at the team level and could show improvement prior to customers' evaluation of their respective external results. We weighted bonus incentives to favor the leading indicators, and implemented a self-reporting team recognition program that emphasized leading indicators, transparency, and customer validation of reported progress. We also guided executives in methods for walking-the-talk. We provided content for internal communications managers to proliferate, and for external marcom managers to publicize.
• Results: Strong correlations between internal leading indicators and external customer sentiment enabled anticipation of subsequent survey results, and more proactive management of customer experience improvement.

Lynn Hunsaker, Head of ClearAction
Lynn Hunsaker has developed and managed customer experience programs since 1989 in executive roles such as Head of Corporate Quality and Director of Marketing and Business Development at Fortune 250 companies. Early roles included Voice of the Customer Manager, Market Research Consultant, Strategic Information Manager, and Customer Satisfaction Improvement Manager. Clients include Accountants Inc, Adecco, Anritsu, Applied Materials, Cadence, Deltek, FormFactor, Health Strategies Group, Hospira, Ingersoll Rand, Lexis Nexis, Merck, MicroWarehouse, SunPower, Zenprise and others. Lynn is a frequent contributor to customer experience publications and conferences, and has taught marketing and advertising courses at UC Berkeley Extension, Mission College and SJSU. Lynn earned psychology and marketing degrees at BYU and an MBA at Vanderbilt University. She is on the Advisory Board of CustomerThink, The Customer Care Network, and Marketing Operations Partners, and on the Founder's Council of CustomerExperienceOne. Lynn has written three handbooks: Metrics You Can Manage For Success, Customer Experience Improvement Momentum, and Innovating Superior Customer Experience.

Past speaking engagements, in addition to corporate workshops, include: American Marketing Association, American Society for Quality, Burke Customer Satisfaction Associates, Contact Center Performance Forum, Council for Continuous Improvement, Customer Reference Knowledge Sharing Network, Human Resources Association, Institute of International Research, International Quality & Productivity Center, Legal Marketing Association, Marketing Research Association, Organizational Development Network; Project Management Institute.



Recent speaking engagements:

• Championing Customer Experience Company-wide recorded video chat.
• How Does Corporate Culture Affect Organizational Performance?, recorded roundtable.
• Why Customer Satisfaction Surveys Aren't Customer Centric, and What to Do About It! Marketing Research Association, recorded webinar.
• How Customer-Facing Professionals Optimize Customer Experience recorded webinar.
• Retaining Service Quality in a Growing Company recorded roundtable.
• Case Study: Optimizing The Customer Experience Using Customer-Centric Text Analytics, Text Analytics Summit West, San Jose, November 10-11.
• Total Customer Value Management, seminar, San Francisco, September 2011.
• Influencing the Enterprise: Driving Strategic Impact Through Marketing, Business Marketing Association, Marketing Strategy Roundtable, Palo Alto, September 2011.
• Customer Experience in International Marketing, Silicon Valley AMA panel, Sunnyvale, September 2011.
• Customer Complaints are Welcome!, TweetChat hosted by Lynn Hunsaker, August 2011.
• Gaining Clout Through Customer Support Dashboards, Support & Service Management Consortium, Seattle, April 2011.
• The Future of the Contact Center: Best-Practices, Top Markets, Innovations & Priorities, and Using Balanced Scorecards to Boost Performance & Revenue, & Lower Costs, Global Contact Forum, Mexico City, March 2011.
• Effective Project Management Dashboards, Project Management Institute, Sunnyvale, March 2011..
• Satmetrix Net Promoter Conference Track Chair, Impactful Program Design, Miami, February 2011.