Customer experience ama_lovett

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Customer experience ama_lovett

  1. 1. Building Brands Through Customer Experience2013 AMA Marketing SummitJune 5th, 2013Chris Lovett: @burghdaddyVice President, Marketing Experience Channel Manager: PNCAdjunct Professor: Point Park UniversityImage Source: amazon.com
  2. 2. Today’s Journey• About me• What is Customer Experience?• Mapping a Customer’s Journey• Building a Thousand Brands• Customer Motivation• Q&A Session
  3. 3. Customer ExperienceWhat we think is happeningImage Source: http://www.oprah.com/relationships/Have-a-Happier-Marriage-Improve-Marital-Satisfaction
  4. 4. Customer ExperienceWhat is really happeningImage Source: http://www.motheringadventures.com/2013/03/grocery-shopping-gone-crazy.html
  5. 5. How do you touch your customers?How do they touch you?CustomerExperienceBrandStaticHumanStaInteractiveProductPromotionDirectCollateralSalesCall CenterServiceStaffSupportwebblogssocialmobileproducts
  6. 6. KnowledgeAwareness ConsiderationPre-PurchaseSelectionPurchase Post-PurchaseLoyaltySatisfaction AdvocacyWhen do you touch your customers?What happens when you do?
  7. 7. What if companies couldremember people.......as well as people rememberpeopleImage Source: wellsfargo.com
  8. 8. Journey MappingImage Source: http://www.business2community.com/customer-experience/todays-customer-choose-your-own-adventure-0488700Mapping out as manycustomer journeys thatyou can think of willvisualize unexpectedinteractions and steerexperiences that willreally matter to yourcustomers.
  9. 9. Journey MappinghappeningImage Source: walmart.com
  10. 10. Pre-Purchase Purchase Post-PurchaseActivitiesMotivationsQuestionsSeesmarketingAsk friends foradviceTakes testdrivePrograms SYNCCar brokedownMake thebest choiceSeedifferent modelon saleFinishes financingquicklyHow muchcan I affordWhat is thebest I can getfor budgetIs it in stockHow do I set upthe radioImage Source: ford.com
  11. 11. Building a ThousandBrands“STS down 16%”Image Source: jcp.com“CEO Fired”“We will eliminate coupons” - CEORon Johnson, 2011“We are bringing back coupons” -CEO Ron Johnson, 2012
  12. 12. Hates couponsLoves the environmentTrendyNot brand loyalTech savvyBusyGrowing familyLike psychology of savingCareer mindedStylish but practicalBrand LoyalLikes couponsLikes people andexperiences
  13. 13. Hates couponsLoves the environmentTrendyNot brand loyalTech savvyBusyGrowing familyLike psychology of savingCareer mindedStylish but practicalBrand LoyalLike’s couponsLikes people andexperiences
  14. 14. Hates couponsLoves the environmentTrendyNot brand loyalTech savvyBusyGrowing familyLike psychology of savingCareer mindedStylish but practicalBrand LoyalLike’s couponsLikes people andexperiencesENGAGE PROTECTGROWWith customer experience - you can builda thousand brands
  15. 15. Conscionables Organics Foodies Experientials
  16. 16. •Status•Access•Power•StuffCustomer Motivation:Extrinsic
  17. 17. Customer Motivation:IntrinsicIntrinsic motivation is deeperand more powerfulImage Source: nike.com
  18. 18. Q&A

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