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

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

  1. 1. It’s hard, but it’s not THAT hard…Scott Liewehr, President and Principal Analyst@sliewehr | @just_clarityNovember 28, 2012 1  
  2. 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. 3. Be your own filter3  
  4. 4. You can be this…4  
  5. 5. …or this5  
  6. 6. But never this…6  
  7. 7. Customer Experience 7  
  8. 8. A customer’s holistic perception of acompany and its offerings based on allof the customer’s interactions with thecompany… 8  
  9. 9. 9  
  10. 10. Great, another acronym… 10  
  11. 11. CXM or[my preference]CEM 11  
  12. 12. 12  
  13. 13. Evolution of WCM13  
  14. 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. 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. 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. 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. 18. IT is the Tom Sawyer of WCMSource:  h4p://beinecke.library.yale.edu/dl_crosscollex/brbldl/   18  
  19. 19. Not everyone has learned the tricks 19  
  20. 20. So what is engagement… 20  
  21. 21. “Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.” 21  
  22. 22. Most valued currency on the web 22  
  23. 23. Brands that view the consumerempowerment phenomenon asan opportunity will win. 23  
  24. 24. Engagement is complex 24  
  25. 25. Sources of complexity: 1. It’s personal 25  
  26. 26. Understanding where youraudience is on the engagementjourney is a critical business asset 26  
  27. 27. Sources of complexity: 2. Cumulative 27  
  28. 28. The biggest risk to engagement isthe failure of a single interaction.
  29. 29. Sources of complexity: 3. Technology-driven 29  
  30. 30. But, a trail has been blazed 30  
  31. 31. But, I’m B2B, so it doesn’t apply 31  
  32. 32. 32  
  33. 33. How in the world…?33  
  34. 34. What experience you trying to create? 34  
  35. 35. 6 things brand must do… 35  
  36. 36. 1. Be open36  
  37. 37. 2. Be a good listener 37  
  38. 38. 3. Be prepared38  
  39. 39. 4. Be knowledgeable39  
  40. 40. 5. Be consistent40  
  41. 41. 6. Be relevant41  
  42. 42. The bar is set high…42  
  43. 43. …but you have all the tools you need 43  
  44. 44. Remember: Adaptability is the new competitive advantage. 44  
  45. 45. Thank youScott Liewehr | @sliewehr | sliewehr@digitalclaritygroup.com 45  

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