#mme17 @oraclecx presentation: customer experience is a team sport
TRANSCRIPT
Customer Experience Is A Team Sport
A Game Plan To Leading Your Organization Through Digital Transformation
CX
The End of Good Enough
~Gerd Leonhard www.futuristgerd.com
We Think In Pictures
Think Cars & Kitchens
A Game Plan To Win The CX Championship
Admit that you are powerless over the demands of always-on marketing and exponentially empowered customers.
1. Get Real. Real Quick.
• 93% of all online experiences begin with search ~Vimeo
• 75% of users never scroll past page 1 of search ~Search Engine Journal
• Marketing Technology spend outpaces total advertising spend again in 2017 ~Gartner
Bandaids Won’t Cure Broken Bones
A power greater than your brand (your customers) can provide you the right singular focus to restore your sanity.
2. Sanity check
Moments of Truth
Empathy Mapping
Touch Points
People are more loyal to their need in the moment than to any particular brand.https://www.thinkwithgoogle.com/articles/win-every-micromoment-with-better-mobile-strategy.html
You must embrace (and face) and take inventory of your current state ability to cultivate insights, align around vision, and nail execution.
3. Be Fearless With Brutal Truths
Buyers go through 57% of the purchasing process before ever talking to sales.
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
But we all know...
Transforming your culture
The Experience Marketing Framework™
GreatCX
Purpose Focused Strategy. Human-Centric Tactics. Data-Fed Iterations.
Strategy
TacticsData
PurposePeople
Process
The Experience Marketing Framework
Great Customer Experience
Execution
Strategy
Research
Vision
Insights
Success
Reliability and Innovation
Insights occur while executing...Acting on them takes design
The Insights Layer
Human Centric Design
Seeing around corners. Agile product development. Profiting from foresights
Customers
ForcesCompetitors
You must clearly define and document the customer personas that you care deeply about serving and focus on their needs today.
4. Customer Needs
You now compete with expectations set outside of your industry and on platforms you don’t control. What’s your gameplan?
5. Competition
What are the forces at large that create our risk/challenge/opportunity? (i.e. technological, legislative, evaporation of trust)
6. Forces
Edelman Global Trust Barometer 2017: https://www.slideshare.net/EdelmanInsights/2017-edelman-trust-barometer-global-results-71035413
Edelman Global Trust Barometer 2017: https://www.slideshare.net/EdelmanInsights/2017-edelman-trust-barometer-global-results-71035413
Edelman Global Trust Barometer 2017: https://www.slideshare.net/EdelmanInsights/2017-edelman-trust-barometer-global-results-71035413
Ready “Break”
The Vision Layer
Purpose Driven
Strategy
Aligning around needs. Prioritizing to a schedule. Calibrating to scope
Goals
ScopeTouch Points
Get clear alignment between your current c-suite business goals, your consumer’s needs, and your marketing strategy/objectives.
7. Goals
You have a documented customer journey with a current state analysis of ‘pain points’ and critical touch points, and build a future state journey map with tactical road map.
8. Touch Points
You have calibrated the scope of your efforts to budget available resources to a prioritized plan that delivers KPIs within a desirable period of time.
9. Scope
The Success Layer
GreatCX
Aligning the organization. Humanizing day to day tactics. Iterating in real-time
Strategy
TacticsData
You have communicated the current strategy to all stakeholders and aligned a singular-company accountability around customer experience.
10. Strategy
Design thinkers unite!
Great strategy lives here
You have humanized your tactics and deployed them on time and according to a cohesive cross-channel strategy.
11. Tactics
Mo’-Data...Mo’ Problems
You measure what is valued versus valuing just what you can measure and make the infrastructure investments to architect a data governance to use “good data” to dictate all iterations as you execute in real time.
12. Data
FREE SIGNED HARD COPY FOR ATTENDING
THANKS ORACLE!
5 KEY TAKEAWAYS
Read Digital Sense.
1The last
chance to put your customer in the center of your business
is now!
2The EMF gives you a common picture to align
your entire organization around the
customer as the #1 asset
3Digital
Transformation is the perfect
blend of human-centric
design and properly
integrated technology
4Customer
Experience is a team sport.
Your whole company must buy in...Then you will win!
5
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