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Seeing What Your Customers See

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Customer Experience presentation for SOBCon 2013: The Customer-Centric Business

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Seeing What Your Customers See

  1. 1. See What YourCustomers See
  2. 2. Cognitive Dissonance…is the discomfort experienced when simultaneously holding two ormore conflicting cognitions: ideas, beliefs, values or emotional reactions.In a state of dissonance, people may sometimes feel "disequilibrium":frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.…people have a motivational drive to reduce dissonance byaltering existing cognitions, adding new ones to create aconsistent belief system, or alternatively by reducing theimportance of any one of the dissonant elements.
  3. 3. Be As Objectiveas You CAN Be.
  4. 4. Awareness Consideration Selection Purchase Satisfaction Loyalty AdvocacyPre-Sale Engagement Trial Buy MeetsExpectationDelight ProactivePre-Need CasualResearchEvaluation Onboarding/DeploymentMight Leave Testimonial OffersFeedbackFirstImpressionComparisonShoppingPost-PurchaseExceedsExpectationTellsOthersYOUR Customer’s Journey
  5. 5. Be Where Your CustomersAre.
  6. 6. Don’t Be Afraid to Play A Role.
  7. 7. Stop Obsessing About YourBrand. (Your customers aren’t.)
  8. 8. What Are Your Customers Seeking?
  9. 9. Your Competition Is SettingYour Customer’s Expectations
  10. 10. Write It Down!
  11. 11. Awareness Consideration Selection Purchase Satisfaction Loyalty AdvocacyPre-Sale Engagement Trial Buy MeetsExpectationDelight ProactivePre-Need CasualResearchEvaluation Onboarding/DeploymentMight Leave Testimonial OffersFeedbackFirstImpressionComparisonShoppingPost-PurchaseExceedsExpectationTellsOthersYOUR Customer’s Journey

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