Transcript
Page 1: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

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

Page 2: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

2

Me??

Nope, that’s me#SYMNA | @sliewehr

Page 3: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

3#SYMNA | @sliewehr

Page 4: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

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

Page 5: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

5

a constituentan employeea customera prospecta studenta patienta donora voter

A “customer” is…#SYMNA | @sliewehr

Page 6: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

6

The failure of a single interaction threatens a customer’s entire perception of a brand.

#SYMNA | @sliewehr

Page 7: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

7

Who cares?#SYMNA | @sliewehr

Page 8: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

8

of consumers say they have switched business to a competitor due to poor customer experience

89%#SYMNA | @sliewehr

Page 9: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

9

Consumers have voice and choice#SYMNA | @sliewehr

Page 10: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

10

…and ubiquitous access to knowledge#SYMNA | @sliewehr

Page 11: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

11

Facilitated by technology innovation#SYMNA | @sliewehr

Page 12: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

#SYMNA | @sliewehr 12

June 28, 2007

Page 13: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

13

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

What we used to counsel…#SYMNA | @sliewehr

Page 14: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

14

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

…what we say now

don’t⌃

die.”

#SYMNA | @sliewehr

Page 15: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

15

Strategic inflections

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

Status QuoStrategic Inflection Point

New Paradigm

Old Paradigm

Page 16: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

16

“Dissonance gap”

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

Status Quo

New Paradigm

Dissonance Gap

Page 17: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

customer

17#SYMNA | @sliewehr

Page 18: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

18

Time

Cu

sto

me

r E

xpe

rien

ce

Q

ua

lity

Improve today’sexperience

Transform theorganization

Sustain culturalchange

Customer-focused transformation#SYMNA | @sliewehr

Page 19: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

19

CxP– CxE Cs

#SYMNA | @sliewehr

Page 20: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

20

Customer’s Perceived Experience

– Customer’s Expected Experience

Customer Satisfaction

#SYMNA | @sliewehr

Page 21: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

21

Marketers must evangelize internally…#SYMNA | @sliewehr

Page 22: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

22

…to avoid the fate of a Catfish#SYMNA | @sliewehr

Page 23: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

23

Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities.

- Urban Dictionary

#SYMNA | @sliewehr

Page 24: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

24

NEWSFLASH: Your customers don’t want to engage with you…

#SYMNA | @sliewehr

Page 25: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

25

…but they will quickly disengage.

#SYMNA | @sliewehr

Page 26: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

26

The shift to Outside-In#SYMNA | @sliewehr

Page 27: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

27

So what are the ingredients?#SYMNA | @sliewehr

Page 28: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

28

1. Awareness#SYMNA | @sliewehr

Page 29: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

29

“The greatest enemy of progress is not stagnation, but false progress.”

- Sydney J. Harris#SYMNA | @sliewehr

Page 30: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

30

2. Value#SYMNA | @sliewehr

Page 31: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

31

3. Consistency#SYMNA | @sliewehr

Page 32: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

32

So how do we start?#SYMNA | @sliewehr

Page 33: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

33

1. Don’t be afraid – just jump#SYMNA | @sliewehr

Page 34: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

34

2. Get smart

#SYMNA | @sliewehr

Page 35: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

35

3. Iterate

35#SYMNA | @sliewehr

Page 36: Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

#SYMNA | @sliewehr 36

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

www.digitalclaritygroup.com@just_clarity


Recommended