Breaking Bad: 12-Step Program for a Healthy Customer Experience
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Join Ethology’s Chris J Snook (aka Walter White reincarnated) for a practical and interactive session that will help you optimize a purpose-focused strategy aligned to current business goal. Audit and enhance your implementation with human-centric tactics and data-fed iterations. Leave with a clear plan to stop valuing what is measured more than you measure what is truly valued.
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Breaking Bad: 12-Step Program for a Healthy Customer Experience
- 1. Breaking Bad A 12 Step Program for Healthy Customer Experiences
- 3. Step 1 We admit that we are powerless over the demands of always-on marketing.
- 4. 81% of shoppers research online before making big purchases http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases
- 5. 88% of consumers are less likely to return to a site after a bad experience https://econsultancy.com/blog/10936-site-speed-case-studies-tips-and-tools-for-improving-your-conversion-rate
- 6. Step 2 We have come to believe that a power greater than ourselves (our customers) can give us the right singular focus to restore our sanity.
- 9. “People are more loyal to their need in the moment than to any particular brand.” https://www.thinkwithgoogle.com/articles/win-every-micromoment-with-better-mobile-strategy.html
- 10. Step 3 “We will take a fearless inventory of our insights, vision, and execution and score them.”
- 11. Buyers go through 57% of the purchasing process before ever talking to sales http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
- 12. “That’s our challenge: to be in the spaces where our audiences are and understand that they will leave us if we don’t work with them and understand their needs. ” Gavin Heaton, “The Future of Marketing: Six Visionaries Speak”, A conversation with The Economist Intelligence Unit.
- 13. + = But we all know...
- 14. Data-fed iteration. Purpose-focused strategy. Human-centric tactics. GREAT CUSTOMER EXPERIENCE
- 17. Step 4 “We have clearly defined the Customer/Personas we care deeply about and serve.”
- 18. Step 5 “We have honestly assessed our market share and benchmarked against the competitor set as it relates to customer experience and satisfaction.”
- 19. Step 6 “We have made a list of forces outside of our control that can, will, and could impact our business negatively or provide us unique opportunities to leap ahead.”
- 21. Step 7 “We have a clear alignment between our current c-suite business goals, our customer goals, and our marketing objectives.”
- 22. Step 8 “We have a documented customer journey and have a current assessment of our performance across key touchpoints.”
- 23. Step 9 “We have calibrated the scope of our efforts to act to the budget of resources and prioritized the plan to deliver the kpis within a scheduled period of time.”
- 24. Step 10 “We have communicated the current strategy to all stakeholders and aligned one-company accountability around customer experience.”
- 25. Step 11 “We have humanized our tactics and deploy them on time and according to a cohesive cross-channel strategy.”
- 26. Step 12 “We measure what we value versus valuing just what we currently measure and use good data to feed all iterations as we execute in real time.”
- 28. The opposite of breaking bad is making good
- 29. Chris J Snook | @chrisjsnook #Ethology Thanks!
Notas do Editor
- I’m Tony Quiroz, Strategy Lead with Ethology. I’m here today to talk about Digital Marketing Agency Bloopers. But before we get into the funny stories - the oops moments - let me direct your attention to the sub-title here.
- People always remember us at our worst never our best. JoePa, Kobe vignette
- Modern Search is merely “real time self directed problem solving on demand”
- Client relationships.
- Instead of me talking at you the rest of this talk I would like your agreement to work with me on a real-time example of how simple it is to put these steps into action.
- please feel free to take notes on the skeleton handouts coming around that are excerpted for this exercise from the Experience Marketing Framework. At Ethology we believe that great customer experience begins with a purpose-focused strategy, powered by human centric tactics with data-fed iterations that measure what is valued over valuing what is measured.
- In the always’on world of marketing today. Organizations must deliver on these two commitments around CX !) Reliability and 2) Innovation. We begin to tackle these in Step #4. Let’s all pretend we are in the airline industry for the next several minutes...
- In the always’on world of marketing today. Organizations must deliver on these two commitments around CX !) Reliability and 2) Innovation. We begin to tackle these in Step #4. Let’s all pretend we are in the airline industry for the next several minutes...
- Who are the customer personas we care about and what insights can we gain from them?
- Where do we sit in the competitive set as it relates to market share growth, etc?
- What insights can we gain from forces that are outside of our control and industry that can be an opportunity or risk to our existence or customer experience demands and expectations in the coming 1-3 years?
- Vision without a strategy is a pipe dream.In the always’on world of marketing today. Organizations must deliver on these two commitments around CX !) Reliability and 2) Innovation. We begin to tackle these in Step #4. Let’s all pretend we are in the airline industry for the next several minutes...
- Do our business goals align to customer goals?
- Have we audited our customer touch points and how we rank year of year and against our competitors to assess where the best opportunities for investment may be to achieve the optimal ROI within our scope of resources?
- Have we prioritized and put together a plan to schedule that is within scope, attacks the highest value touchpoints and delivers against our business goals?
- Does our entire company culture align under a clear and stated Purpose and do our current marketing and product release efforts align to the spirit of that purpose in our customer’s eyes?
- If we were brutally honest and thought like a human being would we love interacting with our content, people, products, etc? Where are the gaps or opportunities to be more human while optimizing for scale? What habits can we cut investing time and energy into so that we can reinvest that time in being more human to our internal and external customers?
- Do we value what we measure or measure what we value? What are the handful (priority) KPIs that drive 80% or more of our results?
- We are marketers and we make promises everyday on behalf of brand and we must ensure that we inspire the company to align under one goal of making good on the promises we make. Thank you!