Breaking Bad: A 12 Step Program to Healthy Customer Experience
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Transcript of Breaking Bad: A 12 Step Program to Healthy Customer Experience
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Breaking Bad A 12 Step Program for Healthy Customer Experiences
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Step 1
We admit that we are powerless over the demands of always-on marketing.
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81% of shoppers research online before making big purchases
http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases
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88% of consumers are less likely to return to a site after a bad experience
https://econsultancy.com/blog/10936-site-speed-case-studies-tips-and-tools-for-improving-your-conversion-rate
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Step 2
We have come to believe that a power greater than ourselves (our customers) can give us the right singular focus to restore our sanity.
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Moments of truth
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“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
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Step 3
“We will take a fearless inventory of our insights, vision, and execution and score them.”
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Buyers go through 57% of the purchasing process before ever talking to sales
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
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“That’s our challenge: to be in the spaces where our audiences are and understand that they will leave us if we don’t work with them and understand their needs. ”
Gavin Heaton, “The Future of Marketing: Six Visionaries Speak”, A conversation with The Economist Intelligence Unit.
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+ =But we all know...
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Data-fed iteration.
Purpose People
Process
Purpose-focused strategy. Human-centric tactics.
GREATCUSTOMER EXPERIENCE
Strategy
TacticsData
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Reliability and Innovation
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Insights occur while executing
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Step 4
“We have clearly defined the Customer/Personas we care deeply about and serve.”
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Step 5
“We have honestly assessed our market share and benchmarked against the competitor set as it relates to customer experience and satisfaction.”
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Step 6
“We have made a list of forces outside of our control that can, will, and could impact our business negatively or provide us unique opportunities to leap ahead.”
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Step 7
“We have a clear alignment between our current c-suite business goals, our customer goals, and our marketing objectives.”
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Step 8
“We have a documented customer journey and have a current assessment of our performance across key touchpoints.”
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Step 9
“We have calibrated the scope of our efforts to act to the budget of resources and prioritized the plan to deliver the kpis within a scheduled period of time.”
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Step 10 “We have communicated
the current strategy to all stakeholders and aligned one-company accountability around customer experience.”
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Step 11
“We have humanized our tactics and deploy them on time and according to a cohesive cross-channel strategy.”
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Step 12 “We measure what we value
versus valuing just what we currently measure and use good data to feed all iterations as we execute in real time.”
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Mo’Data...Mo’ Problems
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The opposite of breaking bad is making good
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Chris J Snook | @chrisjsnook #Ethology
Thanks!