Great Customer Experiences

Sitecore Symposium N. America September 9, 2014 #SYMNA | @sliewehr

A Conversation with Univision A conversation with Univision October 22, 2013

Great Customer ExperiencesMoving beyond digital marketing to build the ultimate customer experience

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Me??

Nope, that’s me

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“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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a constituentan employeea customera prospecta studenta patienta donora voter

A “customer” is…

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The failure of a single interaction threatens a customer’s entire perception of a brand.

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Who cares?

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of consumers say they have switched business to a competitor due to poor

customer experience

89%

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Consumers have voice and choice

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…and ubiquitous access to knowledge

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Facilitated by technology innovation

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June 28, 2007

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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”

What we used to counsel…

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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”

…what we say now

don’t⌃

die.”

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Strategic inflectionsSource: Based on Andy Grove, Only the Paranoid Survive, 1996

Status QuoStrategic Inflection Point

New Paradigm

Old Paradigm

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“Dissonance gap”Source: Based on Andy Grove, Only the Paranoid Survive, 1996

Status Quo

New Paradigm

Dissonance Gap

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customer

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Time

Cus

tom

er E

xper

ienc

e Q

ualit

y

Improve today’s experience

Transform the organization

Sustain cultural change

Customer-focused transformation

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CxP

– CxE

Cs

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Customer’s Perceived Experience – Customer’s Expected Experience

Customer Satisfaction

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Marketers must evangelize internally…

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…to avoid the fate of a Catfish

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Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities.

- Urban Dictionary

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NEWSFLASH: Your customers don’t want to engage with you…

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…but they will quickly disengage.

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The shift to Outside-In

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So what are the ingredients?

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1. Awareness

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“The greatest enemy of progress is not stagnation, but false progress.”

- Sydney J. Harris

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2. Value

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3. Consistency

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So how do we start?

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1. Don’t be afraid – just jump

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2. Get smart

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3. Iterate

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Scott Liewehr, President and Principal [email protected] | @sliewehr

www.digitalclaritygroup.com@just_clarity