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Customer Experience Management Imperative

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In this workshop I will introduce you to your new boss – the customer.

Like any boss, she has little time, and hates wasting it. She is always right, and persuading her to change her mind is difficult. Most worryingly, in the recent years she became increasingly attached to her mobile.

So, how do you manage her? How do you get her attention? Or alternatively, can you ignore her? Can you just get on with doing things your way?

These are the questions that we will explore in this engaging session about Customer Experience Management (CEM).

We will cover:
- What is Customer Experience Management? Definition, examples and key ingredients
- Why is it important? Is CEM a nice-to-have or the top priority?
- How do you execute it? What are tools and technologies required?
- Who will make it happen? What are the skills and resources essential for success?
- We all know how great customer experience feels. But designing great customer experiences is hard work. This workshop will provide structure and direction for your CEM initiatives.

This session is for anyone who is interested in taking their business to a new level – from CEOs, CMOs and CTOs to web designers, usability professionals and content managers. Customer experience management is not a department. It’s everyone’s job.

Published in: Marketing
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Customer Experience Management Imperative

  1. 1.       @marianne_ua | @just_clarity | #JBoye14
  2. 2. @marianne_ua | @just_clarity | #JBoye14 3
  3. 3.            @marianne_ua | @just_clarity | #JBoye14 4
  4. 4.       @marianne_ua | @just_clarity | #JBoye14 5
  5. 5. @marianne_ua | @just_clarity | #JBoye14 6
  6. 6. 7
  7. 7.    @marianne_ua | @just_clarity | #JBoye14
  8. 8. @marianne_ua | @just_clarity | #JBoye14 9
  9. 9. 10
  10. 10. @marianne_ua | @just_clarity | #JBoye14 11
  11. 11. @marianne_ua | @just_clarity | #JBoye14 12 What I usedto counsel…
  12. 12. @marianne_ua | @just_clarity | #JBoye14 13 …what I say now. don’t ⌃ die
  13. 13. @marianne_ua | @just_clarity | #JBoye14 14
  14. 14.        @marianne_ua | @just_clarity | #JBoye14 15
  15. 15. @marianne_ua | @just_clarity | #JBoye14 16
  16. 16. 17
  17. 17. 18 Ubiquitous access to knowledge
  18. 18. @marianne_ua | @just_clarity | #JBoye14 19 Their megaphone is massive
  19. 19. 20
  20. 20. @marianne_ua | @just_clarity | #JBoye14 21
  21. 21. 22 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 STATUS QUO
  22. 22. @marianne_ua | @just_clarity | #JBoye14 23
  23. 23. 24 Business success STATUS QUO Business failure Impact: Failure to provide superior customer experiences leads to irrelevance and business decline @marianne_ua | @just_clarity | #JBoye14
  24. 24. 25 STATUS QUO @marianne_ua | @just_clarity | #JBoye14
  25. 25. @marianne_ua | @just_clarity | #JBoye14 28
  26. 26. 29 Source: http://www.newmediaandmarketing.com/brands-have-to-master-complaint-management/customer-complaints-561
  27. 27.      Source: The Ten Principles Behind Great Customer Experiences, Matt Watkinson
  28. 28. Only 31 1% feel their expectations for good customer service are always met Source: HaarisInteractive survey of North American consumers, 2011. Commissioned by RightNow.
  29. 29. 32 Source: HaarisInteractive survey of North American consumers, 2011. Commissioned by RightNow.
  30. 30. 33 Source: HaarisInteractive survey of North American consumers, 2011. Commissioned by RightNow.
  31. 31. 34 Source: Okeeffe& Company survey of 1,342 senior executives, 2012. Commissioned by Oracle.
  32. 32. 35 Source: Accenture, 2013 Global Consumer Pulse Research. Photo: http://www.t- nation.com/free_online_article/most_recent/train_like_a_man_5_the_real_paleo_exercise
  33. 33. 36 Stefan Olander, VP of Digital Sport, Nike @marianne_ua | @just_clarity | #JBoye14
  34. 34. 37 The “CEM Imperative”
  35. 35. 38  @marianne_ua | @just_clarity | #JBoye14
  36. 36. 39    @marianne_ua | @just_clarity | #JBoye14
  37. 37. @marianne_ua | @just_clarity | #JBoye14 40
  38. 38. 41 Content Web Print Social App RSS Video Thanks to Deane Barker. See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere Deane Barker, Blend Interactive Karen McGrane, karenmcgrane.com
  39. 39. 42 Content Social Video Print Web App RSS See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere A B C D
  40. 40. 43 Thanks to Karen McGraneSee: http://karenmcgrane.com/2012/09/04/adapting-ourselves-to-adaptive-content-video-slides-and- transcript-oh-my/once-publish-everywhere
  41. 41.    @marianne_ua | @just_clarity | #JBoye14 44
  42. 42. 45
  43. 43. 46 We must change the way we buy
  44. 44. 47    @marianne_ua | @just_clarity | #JBoye14
  45. 45. @marianne_ua | @just_clarity | #JBoye14 48
  46. 46. 49 “Must-have’s” turn into Phase 2
  47. 47. 50 Sorry, it’s not easy. Stop pretending. @marianne_ua | @just_clarity | #JBoye14
  48. 48. 51 Disappointment is on its way
  49. 49. @marianne_ua | @just_clarity | #JBoye14 52
  50. 50. Team determines fate, not tech
  51. 51. marianne_ua | @just_clarity | #JBoye14 54 Guidance is necessary
  52. 52. marianne_ua | @just_clarity | #JBoye14 55 Sneak previewhttp://www.digitalclaritygroup.com/guide-to-service-providers-europe/
  53. 53.         @marianne_ua | @just_clarity | #JBoye14
  54. 54. Defined goals, objectives, strategy, plan, metrics Organizational alignment Team (internal and external) Technology Content More content Governance 57
  55. 55. @marianne_ua | @just_clarity | #JBoye14 58 Think about it
  56. 56. @cathymcknight | @sliewehr | @just_clarity | #JBoye14 59 Elements of a successful process
  57. 57.     @marianne_ua | @just_clarity | #JBoye14 60
  58. 58.  –  –   @marianne_ua | @just_clarity | #JBoye14 61
  59. 59. 62 8-step process
  60. 60.         @marianne_ua | @just_clarity | #JBoye14 63
  61. 61.    – – – – –  @marianne_ua | @just_clarity | #JBoye14
  62. 62. Customer Experience Management is nota department. It’s everyone’s job.

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