This document discusses building great customer experiences. It notes that consumers now have more voice and choice due to technology, which empowers them. Companies must view this as an opportunity rather than a threat. The document recommends that companies focus on awareness of customers, providing value to customers, and consistency in customer interactions to transform their organizations and improve customer satisfaction. Marketers need to evangelize the importance of customer experience internally. The key is to start by jumping in, getting smart on customers, and iterating improvements based on customer feedback.
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Building Ultimate Customer Experiences
1. Great Customer Experiences
A Conversation with Univision
Moving beyond digital marketing to build the
A conversation with Univision
October ultimate 22, customer 2013
experience
Sitecore Symposium N. America
September 9, 2014
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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
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5. a constituent
an employee
a customer
a prospect
a student
a patient
a donor
a voter
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A “customer” is…
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6. The failure of a single interaction
threatens a customer’s entire
perception of a brand.
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13. “Brands that view the consumer
empowerment phenomenon as
an opportunity will win.”
What we used to counsel…
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14. “Brands that view the consumer
empowerment phenomenon as
an opportunity will win.”
…what we say now
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don’t
⌃
die.”
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15. Strategic inflections
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Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
Strategic Inflection Point
New Paradigm
Old Paradigm
16. New Paradigm
Dissonance Gap
“Dissonance gap”
16
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
22. …to avoid the fate of a Catfish
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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.
23
- Urban Dictionary
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36. Scott Liewehr, President and Principal Analyst
sliewehr@digitalclaritygroup.com | @sliewehr
36
www.digitalclaritygroup.com
@just_clarity
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Notas do Editor
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Oftentimes it’s more about minimizing poor experiences than it is about making decent experiences incrementally better.
We’re now in an age of near-perfect information where people have instant access to knowledge about all products at all times, and are empowered to make the best decision for them.
100,000,000 iPads (2.5 yrs., pre mini)
1,000,000,000 facebook users
2,000,000,000 smart phones by 2016
45,000,000,000 apps downloaded 2012
16 years of Angry Birds every hour
RIM flailing
Apple and Google respected IT suppliers
User generated content
Grove says that strategic inflections can come from anywhere:
- “new technologies,
- new competition,
- new regulations,
- new customer values and habits,” etc.
– anything that has a significant impact on the business itself or the industry as a whole.
Dissonance Gap marks the divergence between “business as usual” and what you should be doing to accommodate and leverage the new paradigm.
Grove says that strategic inflections can come from anywhere:
- “new technologies, - new competition, - new regulations, - new customer values and habits,” etc.
– anything that has a significant impact on the business itself or the industry as a whole.
- Think Borders, Blockbuster, cab services via uber, Kodak, blackberry
So you’re raising the bar on expectation
How many of your companies would be able to deliver on your heightened expectations
I’m not sold that the marketer is the owner of the customer experience,
But it’s definitely up for grabs, so take it.
And own it.
Drive it.
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Who are our customers?
How do we get them to come to our [site/event/…]? >> What do they need to do? What do they want to know?
What do we want them to do there? >> How can we help them do/get/learn it?
How do we keep them from leaving? >> . . . and better than their other options?
Have to know and understand that just buying technology isn’t a strategy, and customer experience through the lens of marketing only isn’t customer experience.
Deliver value in every interaction. Don’t personalize just to personalize. Do so in a way that delivers value.
Back to my restaurant story
Consistent experience across the brand, not just marketing experiences. In fact, NOT marketing experiences.
If you’re going to heighten expectations, be able to deliver on them
Customer doesn’t see marketing and customer support as two different things.
They see one brand, and they demand an experience that reflects that
Get started. Rally the troops internally. Find ways to deliver value. Start a cross-functional team…
Get great insights? Share them
Can’t dumb everything down and expect smart results
Day of reckoning will come
“We want the gold medal but we don’t want to do any conditioning”
Take the LEAN approach – give it a shop, learn from it, improve it, do it again better.