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Seeing What Your Customers See

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Customer Experience presentation for SOBCon 2013: The Customer-Centric Business

Customer Experience presentation for SOBCon 2013: The Customer-Centric Business

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  • 1. See What YourCustomers See
  • 2. Cognitive Dissonance…is the discomfort experienced when simultaneously holding two ormore conflicting cognitions: ideas, beliefs, values or emotional reactions.In a state of dissonance, people may sometimes feel "disequilibrium":frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.…people have a motivational drive to reduce dissonance byaltering existing cognitions, adding new ones to create aconsistent belief system, or alternatively by reducing theimportance of any one of the dissonant elements.
  • 3. Be As Objectiveas You CAN Be.
  • 4. Awareness Consideration Selection Purchase Satisfaction Loyalty AdvocacyPre-Sale Engagement Trial Buy MeetsExpectationDelight ProactivePre-Need CasualResearchEvaluation Onboarding/DeploymentMight Leave Testimonial OffersFeedbackFirstImpressionComparisonShoppingPost-PurchaseExceedsExpectationTellsOthersYOUR Customer’s Journey
  • 5. Be Where Your CustomersAre.
  • 6. Don’t Be Afraid to Play A Role.
  • 7. Stop Obsessing About YourBrand. (Your customers aren’t.)
  • 8. What Are Your Customers Seeking?
  • 9. Your Competition Is SettingYour Customer’s Expectations
  • 10. Write It Down!
  • 11. Awareness Consideration Selection Purchase Satisfaction Loyalty AdvocacyPre-Sale Engagement Trial Buy MeetsExpectationDelight ProactivePre-Need CasualResearchEvaluation Onboarding/DeploymentMight Leave Testimonial OffersFeedbackFirstImpressionComparisonShoppingPost-PurchaseExceedsExpectationTellsOthersYOUR Customer’s Journey

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