Customer Experience Management - It's Hard, But Not THAT Hard

Scott Liewehr, President and Principal Analyst

@sliewehr | @just_clarity

November 28, 2012

It’s hard, but it’s not THAT hard…

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Blah blah blah blah mobile blah blah blah blah blah Big Data blah blah blah blah blah CMO is the new CIO blah blah blah blah blah blah blah blah blah measurement blah blah blah blah cross-channel blah blah blah personalization blah blah blah blah social…

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You’ll hear a lot over the next 2 days

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Be your own filter

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You can be this…

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…or this

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But never this…

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Customer Experience

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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…

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Great, another acronym…

CXM

or [my preference]

CEM 11  

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Evolution of WCM

Recently, Geoffrey Moore suggested a different way of looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE).

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Systems of Record

Systems of Engagement Create

effectiveness; Touch people

Create efficiencies; Host processes

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Focus on content

Web

Software categories

Incidental to business

From

Focus on consumer of content

Touch points of content consumption

Comprehensive system

Central to business / THE point of business

To

[WCM Product] offers a cost-effective Web content management application for Web sites...allowing anytime, anywhere publishing. Business users are empowered to update the Web pages that are assigned to them. No knowledge of HTML is necessary. It is designed for ease of use by nontechnical business users who create content, allowing site administrators to control all aspects of the system, including the look and feel and user privileges. 2002

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From this…

[Re-named WCM Product] enables companies to acquire more customers and deliver consistent, relevant content across all digital channels in a way that can be measured and optimized to achieve business results.

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…to this

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Source:  h4p://beinecke.library.yale.edu/dl_crosscollex/brbldl/  

IT is the Tom Sawyer of WCM

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Not everyone has learned the tricks

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So what is engagement…

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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”

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Most valued currency on the web

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Brands that view the consumer empowerment phenomenon as an opportunity will win.

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Engagement is complex

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Sources of complexity:

1. It’s personal

Understanding where your audience is on the engagement journey is a critical business asset

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Sources of complexity:

2. Cumulative

The biggest risk to engagement is the failure of a single interaction.

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Sources of complexity:

3. Technology-driven

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But, a trail has been blazed

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But, I’m B2B, so it doesn’t apply

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How in the world…?

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What experience you trying to create?

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6 things brand must do…

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1. Be open

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2. Be a good listener

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3. Be prepared

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4. Be knowledgeable

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5. Be consistent

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6. Be relevant

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The bar is set high…

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…but you have all the tools you need

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Remember: Adaptability is the new competitive advantage.

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Scott Liewehr | @sliewehr | sliewehr@digitalclaritygroup.com

Thank you