Raising The Bar On Customer Experience by Scott Liewehr

39
RTP AEM Meetup @ NASCAR October 21, 2014 @sliewehr A Conversation with Univision Content + Commerce: Raising the Bar on Customer Experience

description

RTP AEM Oct 2014 Meetup: Keynote presentation by Digital Clarity Group's Scott Liewehr on how content and commerce needs to be combined together to create cohesive experience for the customers.

Transcript of Raising The Bar On Customer Experience by Scott Liewehr

Page 1: Raising The Bar On Customer Experience by Scott Liewehr

RTP AEM Meetup @ NASCAR

October 21, 2014

@sliewehr

A Conversation with UnivisionA conversation with Univision

October 22, 2013

Content + Commerce:Raising the Bar on Customer Experience

Page 2: Raising The Bar On Customer Experience by Scott Liewehr

2@sliewehr

Page 3: Raising The Bar On Customer Experience by Scott Liewehr

3

“A customer’s holistic perception of

a company and its offerings based

on all of the customer’s interactions

with the company…”

Customer Experience

@sliewehr

Page 4: Raising The Bar On Customer Experience by Scott Liewehr

4

a constituentan employee

a customera prospecta studenta patienta donor

a voter@sliewehr

A “customer” is…

Page 5: Raising The Bar On Customer Experience by Scott Liewehr

5

The failure of a single interaction

threatens a customer’s entire

perception of a brand.

@sliewehr

Page 6: Raising The Bar On Customer Experience by Scott Liewehr

6

Who cares?

@sliewehr

Page 7: Raising The Bar On Customer Experience by Scott Liewehr

7

of consumers say they have

switched business to a competitor

due to poor customer experience

89%@sliewehr

Page 8: Raising The Bar On Customer Experience by Scott Liewehr

8

Consumers have voice and choice

@sliewehr

Page 9: Raising The Bar On Customer Experience by Scott Liewehr

9

…and ubiquitous access to knowledge

@sliewehr

Page 10: Raising The Bar On Customer Experience by Scott Liewehr

10

Facilitated by technology innovation

@sliewehr

Page 11: Raising The Bar On Customer Experience by Scott Liewehr

@sliewehr 11

June 28, 2007

Page 12: Raising The Bar On Customer Experience by Scott Liewehr

12

“Brands that view the consumer

empowerment phenomenon as

an opportunity will win.”

What we used to counsel…

@sliewehr

Page 13: Raising The Bar On Customer Experience by Scott Liewehr

13

“Brands that view the consumer

empowerment phenomenon as

an opportunity will win.”

…what we say now

don’t⌃

die.”

@sliewehr

Page 14: Raising The Bar On Customer Experience by Scott Liewehr

14

Strategic inflections

Source: Based on Andy Grove, Only the Paranoid Survive, 1996

Status Quo

Strategic Inflection Point

New Paradigm

Old Paradigm

Page 15: Raising The Bar On Customer Experience by Scott Liewehr

15

“Dissonance gap”

Source: Based on Andy Grove, Only the Paranoid Survive, 1996

Status Quo

New Paradigm

Dissonance Gap

Page 16: Raising The Bar On Customer Experience by Scott Liewehr

customer

16@sliewehr

Page 17: Raising The Bar On Customer Experience by Scott Liewehr

17

For many, commerce is part

of the New Paradigm

@sliewehr

Page 18: Raising The Bar On Customer Experience by Scott Liewehr

@sliewehr 18

a constituentan employee

a customera prospecta studenta patienta donor

a voterBut when it comes to commerce…

Page 19: Raising The Bar On Customer Experience by Scott Liewehr

19

…a “customer” is a customer.

Like, a real, converted, trust-you-with-their-money

CUSTOMER

@sliewehr

Page 20: Raising The Bar On Customer Experience by Scott Liewehr

@sliewehr

Commerce defines a critical juncture

20

Page 21: Raising The Bar On Customer Experience by Scott Liewehr

21

Marketing used to be window dressing

@sliewehr

Page 22: Raising The Bar On Customer Experience by Scott Liewehr

22

Must avoid the fate of a Catfish

@sliewehr

Page 23: Raising The Bar On Customer Experience by Scott Liewehr

23

Catfish: Someone who pretends

to be someone they’re not using

Facebook or other social media

to create false identities.- Urban Dictionary

@sliewehr

Page 24: Raising The Bar On Customer Experience by Scott Liewehr

24

Commerce IS the day of reckoning

@sliewehr

Page 25: Raising The Bar On Customer Experience by Scott Liewehr

25

CxP

– CxE

Cs

@sliewehr

Page 26: Raising The Bar On Customer Experience by Scott Liewehr

26

Customer’s Perceived Experience

– Customer’s Expected Experience

Customer Satisfaction

@sliewehr

Page 27: Raising The Bar On Customer Experience by Scott Liewehr

27

NEWSFLASH: Your customers

don’t want to engage with you…

@sliewehr

Page 28: Raising The Bar On Customer Experience by Scott Liewehr

28

…but they may want to buy from you

@sliewehr

Page 29: Raising The Bar On Customer Experience by Scott Liewehr

29

…and they will quickly disengage.

@sliewehr

Page 30: Raising The Bar On Customer Experience by Scott Liewehr

30

So what are the ingredients?

@sliewehr

Page 31: Raising The Bar On Customer Experience by Scott Liewehr

31

1. Awareness

@sliewehr

Page 32: Raising The Bar On Customer Experience by Scott Liewehr

32

“The greatest enemy of progress is not

stagnation, but false progress.”

- Sydney J. Harris

@sliewehr

Page 33: Raising The Bar On Customer Experience by Scott Liewehr

33

2. Data

@sliewehr

Page 34: Raising The Bar On Customer Experience by Scott Liewehr

34

3. Consistency

@sliewehr

Page 35: Raising The Bar On Customer Experience by Scott Liewehr

35

So how do we start?

@sliewehr

Page 36: Raising The Bar On Customer Experience by Scott Liewehr

36

1. Don’t be afraid – just jump

@sliewehr

Page 37: Raising The Bar On Customer Experience by Scott Liewehr

37

2. Get smart

@sliewehr

Page 38: Raising The Bar On Customer Experience by Scott Liewehr

38

3. Iterate

38@sliewehr

Page 39: Raising The Bar On Customer Experience by Scott Liewehr

39

Scott Liewehr, President and Principal [email protected] | @sliewehr

www.digitalclaritygroup.com@just_clarity

@sliewehr