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Raising the Bar on 
Customer Experience 
A Conversation with Univision 
A conversation with Univision 
October 22, 2013 
J...
@sliewehr 
| 
@just_clarity 
2
“A customer’s holistic perception of 
a company and its offerings based 
on all of the customer’s interactions 
with the c...
a constituent 
an employee 
a customer 
a prospect 
a student 
a patient 
a donor 
a voter A “customer” is… 
4 
@sliewehr ...
The failure of a single interaction 
threatens a customer’s entire 
perception of a brand. 
5 
@sliewehr 
| 
@just_clarity
6 
Who cares? 
@sliewehr 
| 
@just_clarity
89% 
of consumers say they have 
switched business to a competitor 
due to poor customer experience 
7 
@sliewehr 
| 
@jus...
Consumers have voice and choice 
8 
@sliewehr 
| 
@just_clarity
…and ubiquitous access to knowledge 
9 
@sliewehr 
| 
@just_clarity
Facilitated by technology innovation 
10 
@sliewehr 
| 
@just_clarity
@sliewehr 
| 
@just_clarity 
11 
June 28, 2007
Strategic inflections 
12 
Source: 
Based 
on 
Andy 
Grove, 
Only 
the 
Paranoid 
Survive, 
1996 
Status Quo 
Strategic In...
New Paradigm 
Dissonance Gap 
“Dissonance gap” 
13 
Source: 
Based 
on 
Andy 
Grove, 
Only 
the 
Paranoid 
Survive, 
1996 ...
customer 
@sliewehr 
| 
@just_clarity 
14
Time 
15 
Customer Experience 
Quality 
Improve today’s 
experience 
Transform the 
organization 
Sustain cultural 
change...
16 
ΔCs 
= 
CxP 
-­‐ 
CxE 
@sliewehr 
| 
@just_clarity
Customer’s Perceived Experience 
– Customer’s Expected Experience 
[the change in] Customer Satisfaction 
17 
@sliewehr 
|...
We must evangelize internally… 
18 
@sliewehr 
| 
@just_clarity
…to avoid the fate of a Catfish 
19 
@sliewehr 
| 
@just_clarity
Catfish: Someone who pretends 
to be someone they’re not using 
Facebook or other social media 
to create false identities...
The day of reckoning is coming 
21 
@sliewehr 
| 
@just_clarity
NEWSFLASH: Your customers 
don’t want to engage with you… 
22 
@sliewehr 
| 
@just_clarity
…but they may want to buy from you 
23 
@sliewehr 
| 
@just_clarity
…and they will quickly disengage. 
24 
@sliewehr 
| 
@just_clarity
The shift to Outside-In 
25 
@sliewehr 
| 
@just_clarity
So what are the ingredients? 
26 
@sliewehr 
| 
@just_clarity
27 
1. Awareness 
@sliewehr 
| 
@just_clarity
“The greatest enemy of progress is 
not stagnation, but false progress.” 
28 
- Sydney J. Harris 
@sliewehr 
| 
@just_clar...
29 
2. Value 
@sliewehr 
| 
@just_clarity
30 
3. Consistency 
@sliewehr 
| 
@just_clarity
So how do we start? 
31 
@sliewehr 
| 
@just_clarity
1. Don’t be afraid – just jump 
32 
@sliewehr 
| 
@just_clarity
33 
2. Get smart 
@sliewehr 
| 
@just_clarity
34 
3. Iterate 
@sliewehr 
| 
@just_clarity
35 
Analyst and advisory firm that 
helps organizations navigate 
digital disruption. 
Work with business leaders who 
aim...
Scott Liewehr, President and Principal Analyst 
sliewehr@digitalclaritygroup.com | @sliewehr 
36 
www.digitalclaritygroup....
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Raising the Bar on Customer Experience

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Raising the Bar on Customer Experience

  1. 1. Raising the Bar on Customer Experience A Conversation with Univision A conversation with Univision October 22, 2013 Jboye 2014 – Aarhus, Denmark November 6, 2014 #JBOYE14 | @sliewehr
  2. 2. @sliewehr | @just_clarity 2
  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 3 @sliewehr | @just_clarity
  4. 4. a constituent an employee a customer a prospect a student a patient a donor a voter A “customer” is… 4 @sliewehr | @just_clarity
  5. 5. The failure of a single interaction threatens a customer’s entire perception of a brand. 5 @sliewehr | @just_clarity
  6. 6. 6 Who cares? @sliewehr | @just_clarity
  7. 7. 89% of consumers say they have switched business to a competitor due to poor customer experience 7 @sliewehr | @just_clarity
  8. 8. Consumers have voice and choice 8 @sliewehr | @just_clarity
  9. 9. …and ubiquitous access to knowledge 9 @sliewehr | @just_clarity
  10. 10. Facilitated by technology innovation 10 @sliewehr | @just_clarity
  11. 11. @sliewehr | @just_clarity 11 June 28, 2007
  12. 12. Strategic inflections 12 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo Strategic Inflection Point New Paradigm Old Paradigm @sliewehr | @just_clarity
  13. 13. New Paradigm Dissonance Gap “Dissonance gap” 13 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo @sliewehr | @just_clarity
  14. 14. customer @sliewehr | @just_clarity 14
  15. 15. Time 15 Customer Experience Quality Improve today’s experience Transform the organization Sustain cultural change Customer-focused transformation @sliewehr | @just_clarity
  16. 16. 16 ΔCs = CxP -­‐ CxE @sliewehr | @just_clarity
  17. 17. Customer’s Perceived Experience – Customer’s Expected Experience [the change in] Customer Satisfaction 17 @sliewehr | @just_clarity
  18. 18. We must evangelize internally… 18 @sliewehr | @just_clarity
  19. 19. …to avoid the fate of a Catfish 19 @sliewehr | @just_clarity
  20. 20. Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities. 20 - Urban Dictionary @sliewehr | @just_clarity
  21. 21. The day of reckoning is coming 21 @sliewehr | @just_clarity
  22. 22. NEWSFLASH: Your customers don’t want to engage with you… 22 @sliewehr | @just_clarity
  23. 23. …but they may want to buy from you 23 @sliewehr | @just_clarity
  24. 24. …and they will quickly disengage. 24 @sliewehr | @just_clarity
  25. 25. The shift to Outside-In 25 @sliewehr | @just_clarity
  26. 26. So what are the ingredients? 26 @sliewehr | @just_clarity
  27. 27. 27 1. Awareness @sliewehr | @just_clarity
  28. 28. “The greatest enemy of progress is not stagnation, but false progress.” 28 - Sydney J. Harris @sliewehr | @just_clarity
  29. 29. 29 2. Value @sliewehr | @just_clarity
  30. 30. 30 3. Consistency @sliewehr | @just_clarity
  31. 31. So how do we start? 31 @sliewehr | @just_clarity
  32. 32. 1. Don’t be afraid – just jump 32 @sliewehr | @just_clarity
  33. 33. 33 2. Get smart @sliewehr | @just_clarity
  34. 34. 34 3. Iterate @sliewehr | @just_clarity
  35. 35. 35 Analyst and advisory firm that helps organizations navigate digital disruption. Work with business leaders who aim to transform the experience they deliver to customers, prospects, and employees. Insight, research, and services focused on the content, technologies, and practices that enable world-class experiences. About Digital Clarity Group www.digitalclaritygroup.com
  36. 36. Scott Liewehr, President and Principal Analyst sliewehr@digitalclaritygroup.com | @sliewehr 36 www.digitalclaritygroup.com @just_clarity

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