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

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Me??

Nope, that’s me#SYMNA | @sliewehr

3#SYMNA | @sliewehr

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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…”

Customer Experience#SYMNA | @sliewehr

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a constituentan employeea customera prospecta studenta patienta donora voter

A “customer” is…#SYMNA | @sliewehr

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

#SYMNA | @sliewehr

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Who cares?#SYMNA | @sliewehr

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

89%#SYMNA | @sliewehr

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Consumers have voice and choice#SYMNA | @sliewehr

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…and ubiquitous access to knowledge#SYMNA | @sliewehr

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Facilitated by technology innovation#SYMNA | @sliewehr

#SYMNA | @sliewehr 12

June 28, 2007

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

What we used to counsel…#SYMNA | @sliewehr

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

…what we say now

don’t⌃

die.”

#SYMNA | @sliewehr

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Strategic inflections

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

Status QuoStrategic Inflection Point

New Paradigm

Old Paradigm

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“Dissonance gap”

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

Status Quo

New Paradigm

Dissonance Gap

customer

17#SYMNA | @sliewehr

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Time

Cu

sto

me

r E

xpe

rien

ce

Q

ua

lity

Improve today’sexperience

Transform theorganization

Sustain culturalchange

Customer-focused transformation#SYMNA | @sliewehr

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CxP– CxE Cs

#SYMNA | @sliewehr

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Customer’s Perceived Experience

– Customer’s Expected Experience

Customer Satisfaction

#SYMNA | @sliewehr

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Marketers must evangelize internally…#SYMNA | @sliewehr

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

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

- Urban Dictionary

#SYMNA | @sliewehr

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

#SYMNA | @sliewehr

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…but they will quickly disengage.

#SYMNA | @sliewehr

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The shift to Outside-In#SYMNA | @sliewehr

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So what are the ingredients?#SYMNA | @sliewehr

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1. Awareness#SYMNA | @sliewehr

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

- Sydney J. Harris#SYMNA | @sliewehr

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2. Value#SYMNA | @sliewehr

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3. Consistency#SYMNA | @sliewehr

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So how do we start?#SYMNA | @sliewehr

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

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2. Get smart

#SYMNA | @sliewehr

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3. Iterate

35#SYMNA | @sliewehr

#SYMNA | @sliewehr 36

Scott Liewehr, President and Principal Analystsliewehr@digitalclaritygroup.com | @sliewehr

www.digitalclaritygroup.com@just_clarity