the customer experience revolution
TRANSCRIPT
The Customer
Experience Revolution
with Brian Solis#CXrevolution
Brian Solis
Best-selling author,Digital Analyst and Principal
Altimeter Group
@briansolis
Nick Stein
SVP, Marketing
Vision Critical
@stein_nick
LISTEN TO THE
The Customer Experience
Revolution: an exclusive
webinar with Brian Solis
visioncritical.com/webinars
Gartner Group
89%Of organizations intend to
compete primarily on customer experience in 2016
Brian Solis
Best-selling author,Digital Analyst and Principal
Altimeter Group
@briansolis
@BRIANSOLIS
Attrition < Retention
Relevance Drives
Acquisition + RetentionShared Experiences are the Next Competitive Advantage
What is brand?
BrandWhat we say and do
ExperienceWhat people feel and share
Experience D
ivid
e
Relevance signifies that you are closely
connected to something or someone. Before
you can compete for relevance, you have to
understand how someone else defines and
measures relevance.
Your work, in all you do, must close the gap
that exists between you and engagement now
and over time. More importantly, you have to
connect your value to the way others interpret
(and appreciate) value.
Earning relevance is a constant.
“If I asked customers what
they want, they would have
told me a faster horse.”
“If I asked customers what
they want, they would have
told me a faster horse.”
“If there is any one secret of
success, it lies in the ability
to get the other person’s
point of view and see things
from that person’s angle as
well as from your own.”
Credit: Rank maniac
Credit: Rohit Sharma
What I want.What I think they
want
CUSTOMERS BRANDSC
o-C
reation
Innovation: Unlock New Value
CUSTOMERS BRANDSC
olla
bora
tion L
eads
to U
npla
nned Innovation
Close the Relevance Gap
Does it fulfill their needs?
Does it complete their lives?
Will it brighten their days?
Does it arouse their curiosity?
Will it simplify their lives?Will it help them finish their tasks
better/faster?
Does it give them new hope?
Does it bring them closer
to their goals
Does it resonate with them?
Does is solve their problems?Does it offer new possibilities and outcomes?
Does it give them something
to share or talk about?
Does it make them want
to help others?
What is experience?
The rise of digital transformation.
The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers and create new value in every touchpoint in the customer journey.
Digital transformation
represents the quest
to understand how
innovation can shape
the new customer
experience.
Inspired by Matt Ballantine
There is no 1 way to succeed in the future. Success is
dependent on a balance of iteration, innovation and
disruption. If you do not disrupt yourself, it will be a gift
given to you by someone else.
Innovation Takes Many Shapes
CollectiveExperiences
Experience
Brand
Products
Marketing
Sales
Service
Loyalty
Trends
Test and Learn
Inspiration
Insight
Collaboration
Iteration
Innovation
Engagement
CommunityThe
Relevance
Revolution
Routines
Aspirations
Personalization
Preferences
Needs
Challenges
Dislikes
Aspirations
Compromises
Innovation in
Perspective Leads
to Entirely New
Experiences
Innovation in
Perspective Leads
to Entirely New
Experiences
Return on Investment (ROI)
Sentiment
Customer Lifetime Value (CLV)
Recency
Frequency
Monetary (RFM)
Share of Wallet (SOW)
Past Customer Value (PCV)
SEVShared Experience Value
If you’re waiting for someone to tell you what to
do, you’re on the wrong side of innovation.
Innovation
begins here
and here
and here
Innovation is
Community
Brian Solis
Altimeter Group, a Prophet Company
briansolis.com
@briansolis
Linkedin.com/influencer/briansolis
Facebook.com/thebriansolis
CRM
transactional
data
NPS and CSAT
tracking studies
and surveys
Customer
support
ticketing systems
Call center
data
Social media
monitoring
NPS and CSAT
tracking studies
and surveys
HOW DO
YOU FIND
ACTIONABLE
INSIGHT IN
THE NOISE?
MOST CX INVESTMENTS ARE NOT IMPACTFUL
11%
of CX investments made a
significant impact on
business results (Temkin)18%
53%
of US consumers switched
companies due to a poor
service experience
(Accenture)
44%
OF OVERALL
MARKETING
BUDGETS ARE
SPENT ON CX
(GARTNER)
of B-B executives do
not have access to the
customer data they
need to create superior
customer experiences
(Accenture)
Delivering metrics instead of building empathy
Recording Individual transactions instead mapping journeys
Describing historical event not impactful prescriptions
Point in time snapshots instead of continuous engagement
Isolated data not actionable insight
IMPROVE CSAT
Fix dissatisfiers
immediately when they are
discovered
by customers
OPTIMIZE CX INITIATIVES Get customer input
early before investing in full scale programs
REDUCE CHURNTrack customers
over time to predict dissatisfaction
triggers
INCREASE CROSS-SELL
Present the right
products to the
right customers,
via the right channel
at the right time
IMAGINE A WORLD WHERE YOU CAN...
Improve end-to-end customer experience
Align what your customers value with what your business values
Focus on engaging digital consumers at every touch point
Connect with your customers “between” the big tracking studies
Explore the
world’s premier
customer
intelligence
platform now.
Brian Solis
Digital Analyst & Principal
Altimeter Group
Nick Stein
SVP, Marketing
Vision Critical
TWEET YOUR QUESTIONS
@visioncritical
#CXrevolution
visioncritical.com/demo
LISTEN TO THE
The Customer Experience
Revolution: an exclusive
webinar with Brian Solis
visioncritical.com/webinars
Discover how authentic,
ongoing customer insight
helps DEWALT and
Chico's create and sell
better products.
April 28, 2016 2pm ET/11am PT
REGISTER NOW:visioncritical.com/webinars
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