Breaking Bad A 12 Step Program for Healthy Customer Experiences

Step 1

We admit that we are powerless over the demands of always-on marketing.

81% of shoppers research online before making big purchases

http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases

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

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.

Moments of truth

“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

Step 3

“We will take a fearless inventory of our insights, vision, and execution and score them.”

Buyers go through 57% of the purchasing process before ever talking to sales

http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

“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.

+ =But we all know...

Data-fed iteration.

Purpose People

Process

Purpose-focused strategy. Human-centric tactics.

GREATCUSTOMER EXPERIENCE

Strategy

TacticsData

Reliability and Innovation

Insights occur while executing

Step 4

“We have clearly defined the Customer/Personas we care deeply about and serve.”

Step 5

“We have honestly assessed our market share and benchmarked against the competitor set as it relates to customer experience and satisfaction.”

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.”

Step 7

“We have a clear alignment between our current c-suite business goals, our customer goals, and our marketing objectives.”

Step 8

“We have a documented customer journey and have a current assessment of our performance across key touchpoints.”

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.”

Step 10 “We have communicated

the current strategy to all stakeholders and aligned one-company accountability around customer experience.”

Step 11

“We have humanized our tactics and deploy them on time and according to a cohesive cross-channel strategy.”

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.”

Mo’Data...Mo’ Problems

The opposite of breaking bad is making good

Chris J Snook | @chrisjsnook #Ethology

Thanks!