great customer experience: moving beyond digital marketing to build the ultimate customer experience
DESCRIPTION
In this presentation, Scott Liewehr, founder of Digital Clarity Group, explores going beyond digital marketing to build ultimate customer experiences. Topics covered include: - What drives customer experience? - What works today and what needs improvement? - What are the elements of a great customer experience? - Where should you start?TRANSCRIPT
Sitecore Symposium N. AmericaSeptember 9, 2014#SYMNA | @sliewehr
A Conversation with UnivisionA conversation with UnivisionOctober 22, 2013
Great Customer ExperiencesMoving beyond digital marketing to build the ultimate customer experience
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Me??
Nope, that’s me#SYMNA | @sliewehr
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“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
Customer Experience#SYMNA | @sliewehr
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a constituentan employeea customera prospecta studenta patienta donora voter
A “customer” is…#SYMNA | @sliewehr
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The failure of a single interaction threatens a customer’s entire perception of a brand.
#SYMNA | @sliewehr
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Who cares?#SYMNA | @sliewehr
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of consumers say they have switched business to a competitor due to poor customer experience
89%#SYMNA | @sliewehr
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Consumers have voice and choice#SYMNA | @sliewehr
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…and ubiquitous access to knowledge#SYMNA | @sliewehr
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Facilitated by technology innovation#SYMNA | @sliewehr
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June 28, 2007
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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
What we used to counsel…#SYMNA | @sliewehr
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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
…what we say now
don’t⌃
die.”
#SYMNA | @sliewehr
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Strategic inflections
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status QuoStrategic Inflection Point
New Paradigm
Old Paradigm
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“Dissonance gap”
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
New Paradigm
Dissonance Gap
customer
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Time
Cu
sto
me
r E
xpe
rien
ce
Q
ua
lity
Improve today’sexperience
Transform theorganization
Sustain culturalchange
Customer-focused transformation#SYMNA | @sliewehr
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CxP– CxE Cs
#SYMNA | @sliewehr
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Customer’s Perceived Experience
– Customer’s Expected Experience
Customer Satisfaction
#SYMNA | @sliewehr
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Marketers must evangelize internally…#SYMNA | @sliewehr
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…to avoid the fate of a Catfish#SYMNA | @sliewehr
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Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities.
- Urban Dictionary
#SYMNA | @sliewehr
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NEWSFLASH: Your customers don’t want to engage with you…
#SYMNA | @sliewehr
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…but they will quickly disengage.
#SYMNA | @sliewehr
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The shift to Outside-In#SYMNA | @sliewehr
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So what are the ingredients?#SYMNA | @sliewehr
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1. Awareness#SYMNA | @sliewehr
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“The greatest enemy of progress is not stagnation, but false progress.”
- Sydney J. Harris#SYMNA | @sliewehr
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2. Value#SYMNA | @sliewehr
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3. Consistency#SYMNA | @sliewehr
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So how do we start?#SYMNA | @sliewehr
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1. Don’t be afraid – just jump#SYMNA | @sliewehr
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2. Get smart
#SYMNA | @sliewehr
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3. Iterate
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Scott Liewehr, President and Principal [email protected] | @sliewehr
www.digitalclaritygroup.com@just_clarity