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Great Customer Experiences Moving beyond digital marketing to build the ultimate customer experience

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Sitecore Symposium N. America September 9, 2014 #SYMNA | @sliewehr A Conversation with Univision A conversation with Univision October 22, 2013 Great Customer Experiences Moving beyond digital marketing to build the ultimate customer experience


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2 Me?? Nope, that’s me #SYMNA | @sliewehr


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3 #SYMNA | @sliewehr


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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 #SYMNA | @sliewehr


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5 a constituent an employee a customer a prospect a student a patient a donor a voter A “customer” is… #SYMNA | @sliewehr


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6 The failure of a single interaction threatens a customer’s entire perception of a brand. #SYMNA | @sliewehr


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7 Who cares? #SYMNA | @sliewehr


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8 of consumers say they have switched business to a competitor due to poor customer experience 89% #SYMNA | @sliewehr


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9 Consumers have voice and choice #SYMNA | @sliewehr


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10 …and ubiquitous access to knowledge #SYMNA | @sliewehr


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11 Facilitated by technology innovation #SYMNA | @sliewehr


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#SYMNA | @sliewehr 12 June 28, 2007


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13 “Brands that view the consumer empowerment phenomenon as an opportunity will win.” What we used to counsel… #SYMNA | @sliewehr


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14 “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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15 Strategic inflections Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo Strategic Inflection Point New Paradigm Old Paradigm


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16 “Dissonance gap” Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo New Paradigm Dissonance Gap


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17 #SYMNA | @sliewehr


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18 Time Customer Experience Quality Improve today’s experience Transform the organization Sustain cultural change Customer-focused transformation #SYMNA | @sliewehr


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19 CxP – CxE Cs #SYMNA | @sliewehr


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20 Customer’s Perceived Experience – Customer’s Expected Experience Customer Satisfaction #SYMNA | @sliewehr


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21 Marketers must evangelize internally… #SYMNA | @sliewehr


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


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23 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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24 NEWSFLASH: Your customers don’t want to engage with you… #SYMNA | @sliewehr


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25 …but they will quickly disengage. #SYMNA | @sliewehr


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26 The shift to Outside-In #SYMNA | @sliewehr


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27 So what are the ingredients? #SYMNA | @sliewehr


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28 1. Awareness #SYMNA | @sliewehr


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29 “The greatest enemy of progress is not stagnation, but false progress.” - Sydney J. Harris #SYMNA | @sliewehr


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30 2. Value #SYMNA | @sliewehr


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31 3. Consistency #SYMNA | @sliewehr


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32 So how do we start? #SYMNA | @sliewehr


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


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34 2. Get smart #SYMNA | @sliewehr


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35 3. Iterate 35 #SYMNA | @sliewehr


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36 Scott Liewehr, President and Principal Analyst sliewehr@digitalclaritygroup.com | @sliewehr www.digitalclaritygroup.com @just_clarity #SYMNA | @sliewehr


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