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

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    28-Nov-2014

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DESCRIPTION

In this presentation, Scott Liewehr, founder of Digital Clarity Group, explores going beyond digital marketing to build ultimate customer experiences. Topics covered include: - What drives customer experience? - What works today and what needs improvement? - What are the elements of a great customer experience? - Where should you start?

Transcript

  • 1. Great Customer ExperiencesA Conversation with UnivisionMoving beyond digital marketing to build theA conversation with UnivisionOctober ultimate 22, customer 2013experienceSitecore Symposium N. AmericaSeptember 9, 2014#SYMNA | @sliewehr

2. 2Me??Nope,thats me#SYMNA | @sliewehr 3. #SYMNA | @sliewehr 3 4. A customers holistic perception ofa company and its offerings basedon all of the customers interactionswith the companyCustomer Experience4#SYMNA | @sliewehr 5. a constituentan employeea customera prospecta studenta patienta donora voter5A customer is#SYMNA | @sliewehr 6. The failure of a single interactionthreatens a customers entireperception of a brand.6#SYMNA | @sliewehr 7. 7Who cares?#SYMNA | @sliewehr 8. 89%of consumers say they haveswitched business to a competitordue to poor customer experience8#SYMNA | @sliewehr 9. Consumers have voice and choice9#SYMNA | @sliewehr 10. and ubiquitous access to knowledge10#SYMNA | @sliewehr 11. Facilitated by technology innovation11#SYMNA | @sliewehr 12. #SYMNA | @sliewehr 12June 28, 2007 13. Brands that view the consumerempowerment phenomenon asan opportunity will win.What we used to counsel13#SYMNA | @sliewehr 14. Brands that view the consumerempowerment phenomenon asan opportunity will win.what we say now14dontdie.#SYMNA | @sliewehr 15. Strategic inflections15Source: Based on Andy Grove, Only the Paranoid Survive, 1996Status QuoStrategic Inflection PointNew ParadigmOld Paradigm 16. New ParadigmDissonance GapDissonance gap16Source: Based on Andy Grove, Only the Paranoid Survive, 1996Status Quo 17. customer#SYMNA | @sliewehr 17 18. Time18Customer ExperienceQualityImprove todaysexperienceTransform theorganizationSustain culturalchangeCustomer-focused transformation#SYMNA | @sliewehr 19. CxP CxECs19#SYMNA | @sliewehr 20. Customers Perceived Experience Customers Expected ExperienceCustomer Satisfaction20#SYMNA | @sliewehr 21. Marketers must evangelize internally21#SYMNA | @sliewehr 22. to avoid the fate of a Catfish22#SYMNA | @sliewehr 23. Catfish: Someone who pretendsto be someone theyre not usingFacebook or other social mediato create false identities.23- Urban Dictionary#SYMNA | @sliewehr 24. NEWSFLASH: Your customersdont want to engage with you24#SYMNA | @sliewehr 25. but they will quickly disengage.25#SYMNA | @sliewehr 26. The shift to Outside-In26#SYMNA | @sliewehr 27. So what are the ingredients?27#SYMNA | @sliewehr 28. 281. Awareness#SYMNA | @sliewehr 29. The greatest enemy of progress is notstagnation, but false progress.29- Sydney J. Harris#SYMNA | @sliewehr 30. 302. Value#SYMNA | @sliewehr 31. 313. Consistency#SYMNA | @sliewehr 32. So how do we start?32#SYMNA | @sliewehr 33. 1. Dont be afraid just jump33#SYMNA | @sliewehr 34. 342. Get smart#SYMNA | @sliewehr 35. 353. Iterate#SYMNA | @sliewehr 35 36. Scott Liewehr, President and Principal Analystsliewehr@digitalclaritygroup.com | @sliewehr36www.digitalclaritygroup.com@just_clarity#SYMNA | @sliewehr

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