Daniel-san or Cobra Kai: A different perspective on Transformation through Customer Experience

ECOMMERCEandB2B.COM | @justin_king 1

Justin King | @justin_king

ECOMMERCEandB2B.COM | @justin_king

We want to create a great experience for

our customers, regardless of the channel.

2

although I will focus on digital


what if you can’t

-46%

+22.5%

CX leaders

CX laggards

Customer Experience Laggards vs Leaders: 5-year stock performance

To convince our executive teams, we might be

tempted to put up a slide like this to say

“LOOK AT THE LAGGARDS WITHOUT CUSTOMER EXPERIENCE!!”


+22.5%

CX leaders

However, when

you remove

everything else

you hear a

consistent

message from

the leaders…


+22.5%

CX leaders

ransformation through Customer Experience T


Transformation is about complete change

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Isn’t transformation an awesome word? Offensive and Powerful

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CONTRASTED WITH…


an interaction between an organization and a

customer as perceived through a customer’s

conscious and subconscious mind. It is a blend of

an organization’s rational performance, the senses

stimulated and the emotions evoked and intuitively

measured against customer expectations across all

moments of contact.

See more at: http://www.beyondphilosophy.com/customer-experience/#sthash.byLZKnMK.dpuf

Customer Experience is:

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Dramatic change

versus the sub-

conscious mind?

The two words don’t

really go together

do they?


We often talk about Customer Experience defensively

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Or how it is about connecting emotionally

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Yet, transformation is aggressive

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Or we tell a story of a GOOD customer experience

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or BAD

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United Breaks Guitars https://www.youtube.com/watch?v=5YGc4zOqozo-

https://www.youtube.com/watch?v=5YGc4zOqozo

https://www.youtube.com/watch?v=5YGc4zOqozo-

https://www.youtube.com/watch?v=5YGc4zOqozo-

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But emotional,

defensive, or cute

stories do not

resonate in the

board room…


So, how do the words

transformation and

customer experience go together?

Or do they go together at all?


To answer this question, let

me tell you a story.

true

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Remember the 33

Chilean miners that

were trapped

underground for 69

days.

It took 17 days to

reach the men in

their cavern.

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For 17 days, all

they had to eat was

a few rations and

water from an oily

cistern.

They were starving.

ECOMMERCEandB2B.COM | @justin_king 20 20 20 20 20 20 20 | Img source: http://www.bbc.co.uk/news/uk-wales-22058752

Once they reached

the men and

widened the tunnel,

the rescuers sent

down basic foods

to even out their

diet.

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Eventually, they

started receiving

professionally

cooked and

personalized

meals.


Then something interesting

happened. They went from

starving to basic foods to eating

the best food of their lives

and their expectations changed…


They started sending back food that wasn’t up to their new

expectations. Not hot enough, not

tasty enough, whatever didn’t

meet their expectations


MORAL OF THE STORY

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ECOMMERCEandB2B.COM | @justin_king 25 25 25 25 25 25 25 25 25 | Img source: http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/

expectations change REALLY FAST


and if you set expectations

high enough, you can induce

a negative reaction when

those expectations are not met

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So, Customer

Experience SHOULD

be an aggressive,

offensive, competitive

advantage, “sweep

the leg, Johnny!”

approach to your

business.


Set expectations on your web

site that are so high, that

whenever they go anywhere

else and those expectations

are not met, they have a negative reaction.

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Do you think Jeff Bezos

thinks about Customer

Experience as a

defensive response and

meeting some

emotional need of a

customer through the

sub-conscience?


Or is CX an aggressive, offensive

high expectations setting,

competitive advantage?

ECOMMERCEandB2B.COM | @justin_king 31 31 31 31 31 31 31 31 31 31 | Img source: http://emergeblog.net/shareholders/why-are-llc-operating-agreements-so-complicated/attachment/corporate-board-member-roundtable/

take THAT message to your next board meeting


Let me know how it goes @justin_king

[email protected]

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SOME THOUGHTS • I built this because of a disconnect in the boardroom asking what

does customer experience really matter?

• Of course the presentation of this is only about 4 slides long, but I

love the idea of SlideDocs or BlogSharing to convey an idea. I ain’t

a good writer, but I love putting slides together.

• If you want to learn more about the Chilean Miners – read

Jonathan Franklins’ book 33 Men. It is a fantastic story and book.

• If you are under the age of 30, my Cobra Kai and Sweep the Leg

references (which I thought was brilliant BTW) were probably lost

on you. Go rent The Karate Kid. The real one with Ralph Macchio,

not Jaden Smith. If you got the reference, you thought it was

brilliant too .

• These are my thoughts, and not of my employer. Blah blah blah.

• I will no longer be blogging, only putting together these SlideDocs.

I love them.

• Let me know what you think - @justin_king.

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ECOMMERCEandB2B.COM

@justin_king

[email protected]

34

Daniel-san or Cobra Kai: A different perspective on Transformation through Customer Experience

Technology

justin king

king moral

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customer expectations

good customer experience

customer experiencet

set expectations

new expectations