Great Customer Experiences
Moving beyond digital marketing to build the ultimate customer experience
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Great Customer Experiences Moving beyond digital marketing to build the ultimate customer experience презентация
Содержание
- 1. Great Customer Experiences Moving beyond digital marketing to build the ultimate customer experience
- 2. Me?? Nope, that’s me #SYMNA | @sliewehr
- 3. #SYMNA | @sliewehr
- 4. “A customer’s holistic perception of a company
- 5. a constituent an employee a customer a
- 6. The failure of a single interaction threatens
- 7. Who cares? #SYMNA | @sliewehr
- 8. of consumers say they have switched business
- 9. Consumers have voice and choice #SYMNA | @sliewehr
- 10. …and ubiquitous access to knowledge #SYMNA | @sliewehr
- 11. Facilitated by technology innovation #SYMNA | @sliewehr
- 12. #SYMNA | @sliewehr June 28, 2007
- 13. “Brands that view the consumer empowerment phenomenon
- 14. “Brands that view the consumer empowerment phenomenon
- 15. Strategic inflections Source: Based on
- 16. “Dissonance gap” Source: Based on
- 17. #SYMNA | @sliewehr
- 18. Time Customer Experience Quality Improve today’s experience
- 19. CxP – CxE Cs #SYMNA | @sliewehr
- 20. Customer’s Perceived Experience – Customer’s
- 21. Marketers must evangelize internally… #SYMNA | @sliewehr
- 22. …to avoid the fate of a Catfish #SYMNA | @sliewehr
- 23. Catfish: Someone who pretends to be someone
- 24. NEWSFLASH: Your customers don’t want to engage with you… #SYMNA | @sliewehr
- 25. …but they will quickly disengage. #SYMNA | @sliewehr
- 26. The shift to Outside-In #SYMNA | @sliewehr
- 27. So what are the ingredients? #SYMNA | @sliewehr
- 28. 1. Awareness #SYMNA | @sliewehr
- 29. “The greatest enemy of progress is not
- 30. 2. Value #SYMNA | @sliewehr
- 31. 3. Consistency #SYMNA | @sliewehr
- 32. So how do we start? #SYMNA | @sliewehr
- 33. 1. Don’t be afraid – just jump #SYMNA | @sliewehr
- 34. 2. Get smart #SYMNA | @sliewehr
- 35. 3. Iterate #SYMNA | @sliewehr
- 36. Scott Liewehr, President and Principal Analyst
Me?? Nope, that’s me #SYMNA | @sliewehr
Слайд 1Sitecore Symposium N. America
September 9, 2014
#SYMNA | @sliewehr
A Conversation with Univision
A
conversation with Univision
October 22, 2013
Слайд 4“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
Слайд 5a constituent
an employee
a customer
a prospect
a student
a patient
a donor
a voter
A “customer” is…
#SYMNA
| @sliewehr
Слайд 6The failure of a single interaction threatens a customer’s entire perception
of a brand.
#SYMNA | @sliewehr
Слайд 8of consumers say they have switched business to a competitor due
to poor customer experience
89%
#SYMNA | @sliewehr
Слайд 13“Brands that view the consumer empowerment phenomenon as an opportunity will
win.”
What we used to counsel…
#SYMNA | @sliewehr
Слайд 14“Brands that view the consumer empowerment phenomenon as an opportunity will
win.”
…what we say now
don’t
⌃
die.”
#SYMNA | @sliewehr
Слайд 15Strategic inflections
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status
Quo
Strategic Inflection Point
New Paradigm
Old Paradigm
Слайд 16“Dissonance gap”
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status
Quo
New Paradigm
Dissonance Gap
Слайд 18Time
Customer Experience Quality
Improve today’s
experience
Transform the
organization
Sustain cultural
change
Customer-focused transformation
#SYMNA | @sliewehr
Слайд 20Customer’s Perceived Experience
– Customer’s Expected Experience
Customer Satisfaction
#SYMNA |
@sliewehr
Слайд 23Catfish: Someone who pretends to be someone they’re not using Facebook
or other social media to create false identities.
- Urban Dictionary
- Urban Dictionary
#SYMNA | @sliewehr
Слайд 29“The greatest enemy of progress is not stagnation, but false progress.”
-
Sydney J. Harris
#SYMNA | @sliewehr
Слайд 36
Scott Liewehr, President and Principal Analyst
sliewehr@digitalclaritygroup.com | @sliewehr
www.digitalclaritygroup.com
@just_clarity
#SYMNA | @sliewehr
