great customer experiences
DESCRIPTION
Moving Beyond Digital MarketingTRANSCRIPT
![Page 1: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/1.jpg)
Sitecore Symposium N. America September 9, 2014 #SYMNA | @sliewehr
A Conversation with Univision A conversation with Univision October 22, 2013
Great Customer ExperiencesMoving beyond digital marketing to build the ultimate customer experience
![Page 2: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/2.jpg)
#SYMNA | @sliewehr 2
Me??
Nope, that’s me
![Page 3: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/3.jpg)
#SYMNA | @sliewehr 3
![Page 4: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/4.jpg)
#SYMNA | @sliewehr 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
![Page 5: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/5.jpg)
#SYMNA | @sliewehr 5
a constituentan employeea customera prospecta studenta patienta donora voter
A “customer” is…
![Page 6: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/6.jpg)
#SYMNA | @sliewehr 6
The failure of a single interaction threatens a customer’s entire perception of a brand.
![Page 7: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/7.jpg)
#SYMNA | @sliewehr 7
Who cares?
![Page 8: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/8.jpg)
#SYMNA | @sliewehr 8
of consumers say they have switched business to a competitor due to poor
customer experience
89%
![Page 9: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/9.jpg)
#SYMNA | @sliewehr 9
Consumers have voice and choice
![Page 10: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/10.jpg)
#SYMNA | @sliewehr 10
…and ubiquitous access to knowledge
![Page 11: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/11.jpg)
#SYMNA | @sliewehr 11
Facilitated by technology innovation
![Page 12: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/12.jpg)
#SYMNA | @sliewehr 12
June 28, 2007
![Page 13: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/13.jpg)
#SYMNA | @sliewehr 13
“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
What we used to counsel…
![Page 14: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/14.jpg)
#SYMNA | @sliewehr 14
“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
…what we say now
don’t⌃
die.”
![Page 15: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/15.jpg)
15
Strategic inflectionsSource: Based on Andy Grove, Only the Paranoid Survive, 1996
Status QuoStrategic Inflection Point
New Paradigm
Old Paradigm
![Page 16: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/16.jpg)
16
“Dissonance gap”Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
New Paradigm
Dissonance Gap
![Page 17: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/17.jpg)
#SYMNA | @sliewehr
customer
17
![Page 18: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/18.jpg)
#SYMNA | @sliewehr 18
Time
Cus
tom
er E
xper
ienc
e Q
ualit
y
Improve today’s experience
Transform the organization
Sustain cultural change
Customer-focused transformation
![Page 19: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/19.jpg)
#SYMNA | @sliewehr 19
CxP
– CxE
Cs
![Page 20: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/20.jpg)
#SYMNA | @sliewehr 20
Customer’s Perceived Experience – Customer’s Expected Experience
Customer Satisfaction
![Page 21: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/21.jpg)
#SYMNA | @sliewehr 21
Marketers must evangelize internally…
![Page 22: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/22.jpg)
#SYMNA | @sliewehr 22
…to avoid the fate of a Catfish
![Page 23: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/23.jpg)
#SYMNA | @sliewehr 23
Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities.
- Urban Dictionary
![Page 24: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/24.jpg)
#SYMNA | @sliewehr 24
NEWSFLASH: Your customers don’t want to engage with you…
![Page 25: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/25.jpg)
#SYMNA | @sliewehr 25
…but they will quickly disengage.
![Page 26: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/26.jpg)
#SYMNA | @sliewehr 26
The shift to Outside-In
![Page 27: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/27.jpg)
#SYMNA | @sliewehr 27
So what are the ingredients?
![Page 28: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/28.jpg)
#SYMNA | @sliewehr 28
1. Awareness
![Page 29: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/29.jpg)
#SYMNA | @sliewehr 29
“The greatest enemy of progress is not stagnation, but false progress.”
- Sydney J. Harris
![Page 30: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/30.jpg)
#SYMNA | @sliewehr 30
2. Value
![Page 31: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/31.jpg)
#SYMNA | @sliewehr 31
3. Consistency
![Page 32: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/32.jpg)
#SYMNA | @sliewehr 32
So how do we start?
![Page 33: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/33.jpg)
#SYMNA | @sliewehr 33
1. Don’t be afraid – just jump
![Page 34: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/34.jpg)
#SYMNA | @sliewehr 34
2. Get smart
![Page 35: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/35.jpg)
#SYMNA | @sliewehr 35
3. Iterate
35
![Page 36: Great Customer Experiences](https://reader034.vdocuments.site/reader034/viewer/2022042813/549be89fb47959b0318b45ae/html5/thumbnails/36.jpg)
#SYMNA | @sliewehr 36
Scott Liewehr, President and Principal [email protected] | @sliewehr
www.digitalclaritygroup.com@just_clarity