the four moments of truth that lead to meaningful customer experiences
Post on 20-Aug-2015
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Webinar featuring Brian Solis and Nick Stein
The Four Moments of Truth That Lead to Meaningful Customer Experiences
Webinar Presenters
Brian SolisDigital Analyst and Principal at Altimeter Group. Author of What’s the Future of Business@briansolis
Nick SteinSVP of Marketing,Vision Critical@stein_nick
What’s the future of business?Companies need to ask:
"Why do we do things the way we've always done them?"
Generation C (all of us who live a digital lifestyle) are not like the traditional customers we used know. They are more informed, more empowered, and
more demanding. If businesses can appreciate them for their differences, they can grow.
Customers today want things personal, and they want things now. Businesses need to understand
the new customer journey and design for that.
Marketing reality check: the funnel doesn't care who falls into it. The funnel just cares about the funnel.
MultichannelMarketing
Credit: CRWgraphics
Channel marketing suffers from multiple personality disorder. When businesses don’t design for the
customer journey, there is chaos.
Marketers can’t design for the funnel anymore. People are going to go to touch points that work for them—whether businesses own them or not.
To engage with customers, marketers must create meaningful and sharable customer
experiences in each moment.
The Experience
Divide
Brand Promise CX
Bridge the experience divide: Think about the experiences people have and the experiences they want to have; businesses
need to fill the gap.
The Experience
Divide
Brand Promise CX
Bridge the experience divide: Marketing today isn't about leading the purchase. It's about leading experiences.
Return on Experience:The future of direct marketing lies in creating and
integrating experiences. It starts with a vision, mission, and a purpose. This becomes the core of
what you will fight for.
The Experience Divide
Brand Promise CX
Companies currently understand:
Behavioral (What customers do)
Transactional (What customers buy)
Social (What customers say)
The challenge: Companies currently have behavioral, transactional, and social data. These are all rear-viewing
intelligence that lead to the experience divide.
Transactional
(What customers buy)
Social
(What customers say)
Behavioral
(What customers do)
Attitudinal &
Emotional
(What customers
think and feel)
Understanding customer attitudes and emotions provides a complete customer understanding. This is the actionable intelligence companies
need in order to be proactive instead of reactive. It needs to happen in every step, especially after transactions.
Know it, shape it…in every moment of truth.
Increased Revenues
Higher Customer Retention
Increased Profits
30%55% 23%
*Enterprise Social Collaboration: The Collaborators’ Advantage, Aberdeen Group, 2013*Gallup Study on Customer Engagement
When companies engage customers, they increase revenue, customer retention and profits.
YOU WILL LEARN:How NASCAR continues to increase sponsorship dollars, TV ratings, and viewership by engaging their fans for ongoing feedback.
WATCH NOW: www.visioncritical.com/nascar-fan-engagement
DURATION: 1 hour
OUR SPEAKERS:
On-demand Webinar:How NASCAR Increases Fan Engagement and Drives Business Decisions
Brian C. MoyerManaging Director, Market & Media Research, NASCAR
Chris BondarenkoVP Business Development, Vision Critical
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