Post on 28-Nov-2014
description
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 Analystsliewehr@digitalclaritygroup.com | @sliewehr
www.digitalclaritygroup.com@just_clarity