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Customer Experience Management - It's Hard, But Not THAT Hard

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  • 1. It’s hard, but it’s not THAT hard…Scott Liewehr, President and Principal Analyst@sliewehr | @just_clarityNovember 28, 2012 1  
  • 2. Blah blah blah blah mobile blah blah blahblah blah Big Data blah blah blah blah blahCMO is the new CIO blah blah blah blahblah blah blah blah blah measurement blahblah blah blah cross-channel blah blah blahpersonalization blah blah blah blah social…You’ll hear a lot over the next 2 days 2  
  • 3. Be your own filter3  
  • 4. You can be this…4  
  • 5. …or this5  
  • 6. But never this…6  
  • 7. Customer Experience 7  
  • 8. A customer’s holistic perception of acompany and its offerings based on allof the customer’s interactions with thecompany… 8  
  • 9. 9  
  • 10. Great, another acronym… 10  
  • 11. CXM or[my preference]CEM 11  
  • 12. 12  
  • 13. Evolution of WCM13  
  • 14. Recently, Geoffrey Moore suggested a different way of looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE). Systems ofCreate Engagement Createefficiencies; effectiveness;Host processes Touch people Systems of Record 14  
  • 15. From ToFocus on Focus on consumer ofcontent contentWeb Touch points of content consumptionSoftware Comprehensive systemcategoriesIncidental to Central to business /business THE point of business 15  
  • 16. [WCM Product] offers a cost-effective Webcontent management application for Websites...allowing anytime, anywhere publishing.Business users are empowered to update theWeb pages that are assigned to them. Noknowledge of HTML is necessary. It is designedfor ease of use by nontechnical business userswho create content, allowing site administratorsto control all aspects of the system, includingthe look and feel and user privileges.2002 From this… 16  
  • 17. [Re-named WCM Product] enables companiesto acquire more customers and deliverconsistent, relevant content across all digitalchannels in a way that can be measured andoptimized to achieve business results. …to this 17  
  • 18. IT is the Tom Sawyer of WCMSource:  h4p://beinecke.library.yale.edu/dl_crosscollex/brbldl/   18  
  • 19. Not everyone has learned the tricks 19  
  • 20. So what is engagement… 20  
  • 21. “Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.” 21  
  • 22. Most valued currency on the web 22  
  • 23. Brands that view the consumerempowerment phenomenon asan opportunity will win. 23  
  • 24. Engagement is complex 24  
  • 25. Sources of complexity: 1. It’s personal 25  
  • 26. Understanding where youraudience is on the engagementjourney is a critical business asset 26  
  • 27. Sources of complexity: 2. Cumulative 27  
  • 28. The biggest risk to engagement isthe failure of a single interaction.
  • 29. Sources of complexity: 3. Technology-driven 29  
  • 30. But, a trail has been blazed 30  
  • 31. But, I’m B2B, so it doesn’t apply 31  
  • 32. 32  
  • 33. How in the world…?33  
  • 34. What experience you trying to create? 34  
  • 35. 6 things brand must do… 35  
  • 36. 1. Be open36  
  • 37. 2. Be a good listener 37  
  • 38. 3. Be prepared38  
  • 39. 4. Be knowledgeable39  
  • 40. 5. Be consistent40  
  • 41. 6. Be relevant41  
  • 42. The bar is set high…42  
  • 43. …but you have all the tools you need 43  
  • 44. Remember: Adaptability is the new competitive advantage. 44  
  • 45. Thank youScott Liewehr | @sliewehr | sliewehr@digitalclaritygroup.com 45  

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