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Raising the Bar on Customer Experience - #jboye15

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Empowered consumers, fueled by new technologies and ever-increasing expectations, are demanding more and more dynamic and relevant experiences from the brands they support in the Connected Age.

In this opening keynote presentation from #JBoye15, Scott Liewehr identifies the trends in customer experience management as well as the 10 organizational competencies that all organizations must have in order to succeed at CEM.

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Raising the Bar on Customer Experience - #jboye15

  1. 1. J.Boye 2015 – Philadelphia, PA May 6, 2015 #jboye15 | @sliewehr A Conversation with Univision A conversation with Univision October 22, 2013 Raising the Bar on Customer Experience
  2. 2. @sliewehr | @just_clarity
  3. 3. “A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…” Customer Experience @sliewehr | @just_clarity
  4. 4. a constituent an employee a customer a prospect a student a patient a donor a voter A “customer” is… @sliewehr | @just_clarity
  5. 5. The failure of a single interaction threatens a customer’s entire perception of a brand. @sliewehr | @just_clarity
  6. 6.  A key business differentiator  Highly individual  Not always Rarely about technology Customer experience is… @sliewehr | @just_clarity
  7. 7.  A suite of technologies  Personalization  Easy  Monumentally difficult CEM is not… @sliewehr | @just_clarity
  8. 8. Who cares? @sliewehr | @just_clarity
  9. 9. of consumers say they have switched business to a competitor due to poor customer experience 89% @sliewehr | @just_clarity
  10. 10. Consumers have voice and choice @sliewehr | @just_clarity
  11. 11. …and ubiquitous access to knowledge @sliewehr | @just_clarity
  12. 12. @sliewehr | @just_clarity
  13. 13. Competition from unlikely competitors @sliewehr | @just_clarity
  14. 14. @sliewehr | @just_clarity And everyone is connected
  15. 15. All facilitated by technology innovation @sliewehr | @just_clarity
  16. 16. Welcome to the Connected Age (we’ve been here for a while) @sliewehr | @just_clarity
  17. 17. Strategic inflections Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo Strategic Inflection Point New Paradigm Old Paradigm
  18. 18. “Dissonance gap” Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo New Paradigm Dissonance Gap
  19. 19. Grove says strategic inflections can come from anywhere: “new technologies, new competition, new regulations, new customer values and habits,” etc. – anything that has a significant impact on the business itself or the industry as a whole. @sliewehr | @just_clarity
  20. 20. Experience is the New Paradigm @sliewehr | @just_clarity
  21. 21. Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Business failure Failure to provide superior customer experiences leads to irrelevance and business decline at an ever-increasing pace in the Connected Age Business success
  22. 22. Source: Bain Customer-Led Growth Diagnostic Questionnaire, n=362. Satmatrix Net Promoter database, n=375. 0% 20% 40% 60% 80% 100% 8% 80% Companies that believe they provide a “superior experience” Companies whose customers agreed “Delivery Gap”
  23. 23. Say they will pay a premium for great customer experience Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.
  24. 24. customer @sliewehr | @just_clarity
  25. 25. 93% of the companies list Customer Experience as a Top 5 initiative. 28% list CX as the top priority. Source: Forrester Research, “The State of Customer Experience”, 2012.
  26. 26. None agree as to who owns it. @sliewehr | @just_clarity
  27. 27. 0% 5% 10% 15% 20% 25% 30% 35% 40% Other Senior executive in finance Senior executive in legal/compliance Board of directors Senior executive for procurement Senior executive for marketing CEO Senior executive for Customer Experience Senior executive (SVP, COO, President) Senior executive for IT Enterprise ($1B+) SMB ($500M-$1B) Source: Digital Clarity Group, May 2015.
  28. 28. Time CustomerExperience Quality Improve today’s experience Transform the organization Sustain cultural change Customer-focused transformation @sliewehr | @just_clarity
  29. 29. ΔCs = CxP - CxE @sliewehr | @just_clarity
  30. 30. Customer’s Perceived Experience – Customer’s Expected Experience [the change in] Customer Satisfaction @sliewehr | @just_clarity
  31. 31. @sliewehr | @just_clarity
  32. 32. The day of reckoning is coming @sliewehr | @just_clarity
  33. 33. 10 Organizational competencies for CEM @sliewehr | @just_clarity
  34. 34. Business strategy @sliewehr | @just_clarity
  35. 35. User research @sliewehr | @just_clarity
  36. 36. Organizational change @sliewehr | @just_clarity
  37. 37. Experience design @sliewehr | @just_clarity
  38. 38. Business process management @sliewehr | @just_clarity
  39. 39. Customer data / intelligence @sliewehr | @just_clarity
  40. 40. Content strategy @sliewehr | @just_clarity
  41. 41. Technology fluency @sliewehr | @just_clarity
  42. 42. Blending physical / digital @sliewehr | @just_clarity
  43. 43. Measurement @sliewehr | @just_clarity
  44. 44. 10 Competencies recap  Business strategy  User research  Organizational change  Experience design  Business process mgmt  Customer data  Content strategy  Technology fluency  Physical-digital blend  Measurement @sliewehr | @just_clarity
  45. 45. Things to remember: @sliewehr | @just_clarity
  46. 46. Rule of thumb Money is rarely the barrier; it’s action. Ask for action. @sliewehr | @just_clarity
  47. 47. Point of clarity: journey v. lifecycle @sliewehr | @just_clarity
  48. 48. Customer Journey: a series of steps a customer goes through during an interaction with a company. It concerns itself with all channels, touchpoints, systems, people, objects, etc. involved directly or indirectly with the interaction. @sliewehr | @just_clarity
  49. 49. CX hierarchy of needs Effective utility Seamless utility Delightful utility @sliewehr | @just_clarity
  50. 50.  Ineffectiveness  Inconsistencies  Inefficiencies Be on the lookout @sliewehr | @just_clarity
  51. 51. Ecosystems are frail @sliewehr | @just_clarity
  52. 52. Remember to mind your butterflies @sliewehr | @just_clarity
  53. 53. Scott Liewehr, Co-Founder and CEO sliewehr@digitalclaritygroup.com | @sliewehr www.digitalclaritygroup.com @just_clarity @sliewehr | @just_clarity

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