Customer Worthy 2012 Detailed Speaker Notes part 4 of 6 MRHoffman


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Customer Management Conference Michael R Hoffman Presentation. Hoffman deccsribes and defines internet of things and why companies must manage and take ownership of customer data and processes. Internet of things is wild west in 2012 13 and companies must protect customer info and interests, infiltrate customers network and innovatively devise new services and solutions or perish.

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  • Oh – Interruptions – I’m sorry – I forgot this – Interruptions are a big deal in 2012 – Companies must strive to interrupt customer’s routines in order to get attention - but of course, the interruptions must be customer worthy – they must be worthy of distracting the customer from what they are doing and the customer must recognize some benefit – the benfit may be a simple reminder, a how to tip or did you know tip.

    Interruptions in the customer context will become more common place as customers expose their information to the internet including their current location, their search history or another way to think of it is ‘when customers log in to their network – when they identify themselves through some connection point – their smart phone, tablet, PC television, Ipod touch, GPS driver assistance service whatever – however they connect to the network – this is an opportunity to interrupt them – to capture their attention –

    Of course you can use conventional means - a billboard on the their way to work, a letter with an offer in their mailbox – you see, these are all the same thing – a letter a pop up on a screen – a tweet – they are all messages vying to get your customer’s attention – their success is based on their customer worthiness.

    An customer worthiness depends on the customer’s context – the message, offer, instruction, news’ fitness to the customer’s situation…. This is covered in great depth in the book Customer Worthy – and the book uses the CxC Matrix to depict and measure each potential customer contact in a customer’s experience.
  • So…we are still in the interruption – so let’s cheat – I’ll try to get into your context – How many of you typed “Michael r Hoffman” into your laptop or smartphone when I started my presentation or some time this morning?

    So, you see, we not only are interrupted from external sources, advertisements, bill boards, in store signage, sales calls…

    As customers, we now interrupt ourselves by searching and trying to enhance our understanding of what’s around us – what’s in store and … this all shapes our context- our context is further enhanced and expectations raised (or lowered)

    Now, NO I am no Michael R Hoffman the gynecologist - speaking of Am I in the right meeting context ….

    But I am the 2nd reference in google and Customer Worthy – the book – is the fifth search result – and the two are probably connected thanks to some of you in the audience …Thank you

    Now you see what we are doing here – we are surfing shared experiences – we are performing a relatively private or even personal act – spying on Michael R Hoffman - as a group - albeit with Michael R Hoffman -
  • So let’s get more weird and bring local, virtual and interruptions together – this experience mash-up – is more and more common place – but very difficult to assess let alone comprehend and manage from a research, measurement and reporting stand point – yet this mosaic of experiences – bridging shared and private experiences, communities, individuals, topics, rating systems, brands and processes are all part of the new experience stew.

    Now you and I and Customer Worthy and the book reviewers and Amazon and NACCM and the people at your table and Disney are all connected – This is our current context. Our shared experience
  • But you see – here is another Michael Hoffman – Mike Hoffman – but at a different LinkedIn ID. Is it the same person?

    This raises another marketing and customer service challenge, context specific profiles and ID’s.

    How do you deal with a customer who appears or wants to appear as a different customer? Or wants you to recognize that all the identities are in fact a single person? Or someone that wants you to treat them differently based on which channel and which ID they choose to enter. This potential chaos is one of the challenges over the next 18 months and foreseeable future.

    It is also another application of the CxC Matrix which will cover shortly and which is explained in painstaking detail in the Customer Worthy book.
  • Speaking of Geeky Customer Experience stuff – It is important that we all not give up – That we strive to define our customers experience instead of throwing our hands up and saying “it’s just too complicated”

    Customer experience is complex but not unlimitedly complex.

    I spent seven years researching customer experience in order to write Customer Worthy and during that time was certain that there must be a standard way to measure and represent customer experience. This research led to development of the CxC Matrix which is a means to depict, measure, monetize and predict what customers will do next –

    and equally as importantly, what customers will not do next

    Predicting what customers will not do is a huge source of innovation – the customer experience algorithm expressed here and available at enables companies to apply analysis and probability to every customer contact to evaluate, build and measure optimal customer outcome at each customer contact point across your organization.

    The other geeky tools here, and the check that is printed from is another geeky tool that monetizes customer time spent with a company - a formula you want to evaluate, understand and master before your customers and competitors do.
  • So Customer Experience – It is most important that all of us in the room…. and all of the people in your organizations …… have a clear picture and understanding of what is meant by “CUSTOMER EXPERIENCE” – in this room, we have leaders from customer service, marketing, advertising, promotion, IT, analytics – real representation from major brands across a broad group of disciplines –

    So why are we all here? How do we all work together in “Customer Experience Management?” This is the trillion dollar question – all of us – all our departments impact customer experience – all our departments impact customer experience that is the essence of my work putting together Customer Worthy and the CxC Matrix – depicting the entire customer experience ecosystem – and matching the customer’s experience, their ecosystem, THE CUSTOMER’s ECOSYSTEM to every company’s surface area or customer contact points - that is what the CxC Matrix is all about – looking at customer experience as a system. Looking at Customer Experience as a managed set of processes. Looking at customer experience as a measureable set of processes managed by each department. Some of these processes are currently managed and measured… must of your customer experience processes are not managed not measured – nowhere has a company thoroughly built out and executed an end to end customer management system…not yet.
  • Again – moving on from context to APPS – customer experience to carefully, surgically managed experiences and measurement – This page is a reference point – Nothing about Amazon’s design here is ‘by accident’ or just creative whim. This page is designed quite purposefully with specific intent and absolute goals.

    Each potential click is calculated and each click itself initiates a process – each click performs a function for the customer and performs a function within Amazon and it’s partners…

    This page is APPs rich – think of each potential click as triggering an “APP”
  • Customer Worthy 2012 Detailed Speaker Notes part 4 of 6 MRHoffman

    1. 1. We Interrupt this presentation for context – context big nd essential
    2. 2. Let’s surf - shared experiences big
    3. 3. Geeky Customer Tools
    4. 4. Back to customer experience……
    5. 5. Continue to NACCM Part 5 Continue to Part 5: Internet of Things, Privacy & Piracy, CxC & Customer Experience Frameworks Role Part 6: Customer Frameworks + Algorithms + Customer Geniuses; Summary & Additional Predictions