New Approach to Customer Experience Management CX Pilots
There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.
Ransys Feedback Technology is a leading global provider of Enterprise Feedback Management solutions that has developed Attentive ACE® (Attentive® Customer Experience); a platform that allows organizations to reduce costs by managing all of their feedback needs using one consolidated feedback platform.
Attentive ACE® is a daily operational tool for front line mangers that improves employees’ and customers’ engagement by utilizing the voice of the customer at the right time and place. Attentive ACE® built-in coaching, recovery, and change requests workflows, which are based on aggregated front line managers’ conclusions and recommendations, drives higher customer satisfaction, loyalty and retention and leads to operational cost savings and improved revenues.
New Approach to Customer Experience Management CX Pilots
There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.
Ransys Feedback Technology is a leading global provider of Enterprise Feedback Management solutions that has developed Attentive ACE® (Attentive® Customer Experience); a platform that allows organizations to reduce costs by managing all of their feedback needs using one consolidated feedback platform.
Attentive ACE® is a daily operational tool for front line mangers that improves employees’ and customers’ engagement by utilizing the voice of the customer at the right time and place. Attentive ACE® built-in coaching, recovery, and change requests workflows, which are based on aggregated front line managers’ conclusions and recommendations, drives higher customer satisfaction, loyalty and retention and leads to operational cost savings and improved revenues.
A whitepaper prepared by CMA’s Integrated Marketing and Customer Experience Council discusses the core aspects of a customer experience program and how they interconnect with corporate strategies.
This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.
7 steps to successful customer experience measurement programsDatafield
Customer experience (CX) measurement is essential: Without a disciplined customer experience measurement program, companies will struggle to understand what’s working and what’s broken. This report provides a framework for key decision-making in a seven-step process that CX pros must follow if they’re going to design and execute a successful customer experience measurement program.
25 Lenses for Customer Experience - PeopledesignPeopledesign
We can't actually design a person’s experience – we create opportunities to affect an experience. If we think proactively and strategically about a user or customer experience, we increase the odds of improving it.
UNIVERGE BLUE ENGAGE: Increasing Profitability Through Improved Customer ServiceInteractiveNEC
Developing and maintaining profitable customer relationships is at the core of every healthy business operation. Keeping your customers happy has significant benefits, affecting your top and bottom line. Learn the top 5 business benefits of a great #customerexperience how UNIVERGE BLUE ENGAGE Contact Center #CCaaS can help #customerretention rates and make your company more profitable year after year. #CloudCommunications #CloudContactCenter #CX
10 Steps to Mapping Your Customer JourneyQualtrics
Customer journey mapping is an important piece of understanding how you can provide the best customer experience possible. Learn how in 10 essential steps.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
The Customer Experience Radar is a lens for marketing transformation leaders to look through to gain added perspective on the relationship between elements of culture change. It illustrates company core values as the nucleus of change and then radiates out to company culture and then to Customer Experience.
This lens is helpful if you're looking for transformation simplification and is intended to be hijacked and changed itself to better meet your specific needs.
International Customer Experience World PresentationChantel Botha
Design tips for brands who want to be loved in social media
In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations. I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it.
The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations. Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers.
This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.
A whitepaper prepared by CMA’s Integrated Marketing and Customer Experience Council discusses the core aspects of a customer experience program and how they interconnect with corporate strategies.
This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.
7 steps to successful customer experience measurement programsDatafield
Customer experience (CX) measurement is essential: Without a disciplined customer experience measurement program, companies will struggle to understand what’s working and what’s broken. This report provides a framework for key decision-making in a seven-step process that CX pros must follow if they’re going to design and execute a successful customer experience measurement program.
25 Lenses for Customer Experience - PeopledesignPeopledesign
We can't actually design a person’s experience – we create opportunities to affect an experience. If we think proactively and strategically about a user or customer experience, we increase the odds of improving it.
UNIVERGE BLUE ENGAGE: Increasing Profitability Through Improved Customer ServiceInteractiveNEC
Developing and maintaining profitable customer relationships is at the core of every healthy business operation. Keeping your customers happy has significant benefits, affecting your top and bottom line. Learn the top 5 business benefits of a great #customerexperience how UNIVERGE BLUE ENGAGE Contact Center #CCaaS can help #customerretention rates and make your company more profitable year after year. #CloudCommunications #CloudContactCenter #CX
10 Steps to Mapping Your Customer JourneyQualtrics
Customer journey mapping is an important piece of understanding how you can provide the best customer experience possible. Learn how in 10 essential steps.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
The Customer Experience Radar is a lens for marketing transformation leaders to look through to gain added perspective on the relationship between elements of culture change. It illustrates company core values as the nucleus of change and then radiates out to company culture and then to Customer Experience.
This lens is helpful if you're looking for transformation simplification and is intended to be hijacked and changed itself to better meet your specific needs.
International Customer Experience World PresentationChantel Botha
Design tips for brands who want to be loved in social media
In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations. I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it.
The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations. Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers.
This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.
ICEW 2013 Graham Webster - Making Customer Experience come alive to transform...TheFocusGroup
Telefonica is one of the largest telecoms companies in the world, operating in 25 countries with over 300 million customers. Find out how they convert customers into fans through differentiated customer experience activities.
Customer Experience Presentation by University of Strathclyde Business School...TheFocusGroup
European Customer Experience World (ECEW) Conference 2013 in London
Global Insights from the Voice of the Customer : 2012
Professor Alan Wilson
University of Strathclyde Business School
Customer Experience Presentation by LV at ECEW 2012TheFocusGroup
European Customer Experience World (ECEW) Conference 2013 in London
"Putting people 1st to prosper"
Peter Sinden
Director of Sales & Service
LV= General Insurance Division
Customer Experience Presentation by SAS at ECEW 2012TheFocusGroup
European Customer Experience World (ECEW) Conference 2013 in London
Employees creating customer happiness by setting standards
Anders Åmot
Head of Service Training & Customer Experience, SAS
ECEW 2012
@smilingViking
Excellence in customer experience has become the critical differentiator in today’s competitive marketplace where your customers will not hesitate to blog, tweet or post about their experience with your brand. In fact, poor customer engagement results in an estimated $83 billion loss by U.S. enterprises each year because of defections, abandoned purchases and negative word of mouth¹.
My first Pecha Kucha on User Experience, conducted in July 2015 at ThoughtWorks University. If you like what you see, and want to know what was said, go to https://medium.com/@siaw.stephanie/ux-is-like-a-joke-2fe35eacc971
Creating a Cohesive Marketing Message - WWA Show 2015Ascedia
Consistency is key when it comes to digital marketing success. In this presentation, you'll learn:
• The best ways to gather customer insights and turn them into an effective content strategy
• The benefits of a proactive yet adaptable digital marketing plan
• How to create consistency across tactics, from e-mail campaigns and web ads to video and social media
• Best practices and real-world examples to inspire your next campaign
Designing oustanding USER EXPERIENCEs to scale sustainable innovationMarie Geneste
This presentation from TheCCollectice.com looks into the following:
-Challenges and opportunities of marketing Sustainable innovation
-Barriers to sustainable consumption, behavioural science
-What is User Experience?
-Why it is such a powerful toolbox
-Key UX tools
-Best practices
Takeaways from Growth Hackers Conference 2013Anil N
These slides are a summary from the Growth Hackers Conference 2013 held in San Francisco in May 2013. They contain tips and tricks for building growth hacking teams from all the speakers in the conference, including growth hackers from Twitter, LinkedIn, Facebook, eBay, YouTube.
Sentinel Report is Globant’s initiative that consolidates not only information but also metrics, statements, market trends, insights, and industry updates on consumer behavior from all over the world. Latest edition of Sentinel Report describes how brands can infuse more customer-centric approach and incite strategic initiatives that regards context of interactions and the moments of impact with our consumers. It also brings out why and how to create relevant and meaningful relationships with customers, regardless of the channel they use.
How Touchpoint Mapping® can help you increase acquisition, boost retention, and drive brand loyalty by moving more of the right customers closer to your organization.
Digitizing the Customer Experience within a Utility Robert Simon
Welcome to Transistor! The first ever strategic planning approach to taking the first steps towards building a digital customer experience within a Utility.
Drawing upon our independent research, workshops and extensive experience in customer experience, we have developed a foundational model for any utility looking to chart the course to stay relevant, be more effective (and competitive) as a digital customer centric organization. So what you’ll find inside this guide is a way to get the planning and preparing process started immediately to determine the roadmap you are going to need to build out, manage, and operationalize a lot of change.
A taxonomy needs to have several components in order to fulfill all of the needs an organization has for it. A good taxonomy is useful across an entire organization, from marketing, to technology to other departments such as sales. This presentation was created by Greg Kihlstrom of Carousel30 in Washington DC.
5 must have elements for your content marketingCarousel30
Presentation by Carousel30 about Content Strategy, Content Marketing and how to effectively measure your marketing efforts. It discusses the 5 main components of a successful content marketing plan.
Carousel30 is a digital agency located in Washington, DC. Greg Kihlstrom, Founder and CEO, created this presentation based on a white paper that was recently created.
Infographic by Carousel30 that discusses password security as of 2012, including some of the most popular passwords and tips on how to increase password security.
Carousel30: Big data for digital marketersCarousel30
Carousel30's white paper that explains the most relevant aspects of big data for digital marketers.
It’s hard to read a blog, pick up a magazine, or have a conversation about business these days without the term “Big Data” coming up in some form or another. What it is exactly and how it relates to you as a digital marketer can be harder to determine. The purpose of this white paper is to talk about Big Data in terms that relate to marketing and advertising, and more specifically that relate to the digital marketer. There is much more information (or data, if you will) on this subject than this white paper allows, but the objective is to encourage further research and discovery on the areas of the subject that are most relevant to you and your current challenges within your organization or company.
Many of the references cited within this white paper provide deeper insights into specific aspects and we recommend reading them in their entirety, especially when they refer to areas of interest to you. We hope that this provides a good introduction to Big Data and is the beginning of a new step in the sophistication of your digital marketing and advertising efforts.
Carousel30: Convergence of disciplines on social mediaCarousel30
Carousel30 white paper on the convergence of marketing, public relations and customer service through the introduction of social media. This convergence is changing the communications industry as we know it, as well as the agencies and professionals within it. This white paper explores what this means to practice marketing, public relations and customer service in this current era.
Carousel30: Optimizing for the mobile user experience whitepaperCarousel30
White paper by digital agency Carousel30 on how to optimize your mobile user experience through choosing the correct approach for your website, using responsive design or mobile apps.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
2. What is Long View Customer
Experience?
• There is a lot of discussion about user experience on a short-term basis, such as a visit to a
website, mobile app, or even a retail store.
– However, there seems to be less discussion about the user experience of a customer
across multiple devices, channels, and the online/offline worlds.
• With smartphone adoption growing from 31% in May of 2011 to 56% in May of 2013, it is clear
that consumers are serious about taking the Web with them wherever they go.
– As mobile continues to grow in prominence and usage, we’re seeing much more of a need
for a unified view and presentation of information, as well as calls to action and branding
across so many different possible touch points with customers.
• The Nielsen Norman Group notes that there are four primary components of a successful “cross-
channel” user experience:
– consistency
– seamlessness
– availability
– context specificity.
• Each of these highlights the fact that users no longer contain their interactions with a brand to a
single device or channel, and thus brands must not think in terms of siloed experiences either.
3. Introduction
• Long-view customer experience is a hybrid view of user experience and customer relationship
management. We’ll get to our definitions of both of those terms in a little bit.
• Quality of Engagement
– Success of our marketing efforts is not just about responses and comments, or
followers and fans. We need to concern ourselves with the quality of the engagement.
• Why call it Customer Experience and not Customer Relationship Management?
– Both of these terms are used in a variety of ways and it can get confusing,
especially now as we are mixing these two terms together. Let’s start by defining a few
terms:
• User Experience
– The term “user experience” (UX) is often used when referring to the creation of
websites, software, mobile apps, or other singular experiences that a customer has.
• Customer Experience
– While some apply the term user experience on a much more global basis to refer
to the overall experience that a user has in dealing with a brand, many others instead are
adopting the term customer experience (CX) for this instead.
4. How CRM, UX and CX Work Together
• Customer experience is
management of the user
experience over time, across
whatever channels are utilized,
and through a process that
begins with basic awareness
and ultimately ends in a
conversion
• Customer relationship
management is the process by
which interactions along the
customer experience journey
are handled
• In this way, CRM and CX are
really dealing with the same
thing, just from opposite views.
5. The Long View of Customer Experience
1 | The Customer
Experience Model
6. Awareness
• At this point, we are concerned with saturation on the channels
your audience uses and ultimately name recognition, along with
being top of mind with consumers.
• In traditional advertising, “awareness” was many times enough to
drive product sales.
• With less variety and therefore less need for focus on niche
marketing and audiences, in the Mad Men era of advertising it
was often enough to have good television and radio advertising
coverage in order to drive sales.
• As we as a society have adopted more marketing channels and
quickly adapted to the personalization and niche marketing that
continues to grow in adoption, simply achieving awareness of a
product or service is not enough to guarantee popularity.
• Instead of awareness with everyone, everywhere, think instead of
targeting more granular awareness:
– With an age demographic
– In a city neighborhood
– As the solution to a very specific problem
– With people who share a certain profession
7. Awareness
How do we track it?
• Google Searches, Press Mentions & Social Media Mentions
It’s a simple way to measure, but simply picking a few
keywords and measuring the volume of searches over time
can tell you something. The same goes for press and social
media mentions.
• Visits to Owned Properties
This is the easiest one, but not necessarily the most
beneficial one. Tracking website visits, visits to stores and
other properties are related to awareness, though it requires
a detailed understanding of how to read the numbers and
attributes of your visitors.
• Research
Both qualitative and quantitative research can be very helpful
here. This can be cost-prohibitive to smaller organizations,
and it requires very detailed expertise in how to structure and
conduct the research in order to compare apples to apples.
8. Perception
• Perception means the difference between knowing about
a brand and liking or considering a brand when the time
comes for a purchase.
• Perception also includes an emotional component that
awareness does not. We can know of something but not
have a strong opinion of it.
• Perception requires awareness
• Perception requires emotional involvement
• We are looking for a specific range of perceptions
• Thus, we are looking for the following:
– People with the desired perception: these are ideal
customers or audience members who we wish to
“graduate” to the next step in the Long-view
Customer Experience. People with negative
perceptions: in order to better understand how to
make our products or services better.
– Key conversations and perception points: what are
the points where people have strong feelings one
way or another, and what points are divisive
amongst different audiences?
9. Perception
• How do we track it?
– Before digital tools such as sentiment analysis and
communication channels such as social media
came along, perception was much more difficult to
measure.
– Social media channels such as Facebook and
Twitter have made it much easier for these tools to
extract sentiment from conversations around
brands and other topics.
• While not the end-all-be-all solution to
understanding perception, they can be a
very helpful tool that provides insights as you
look for your ideal customers or look to
change a negative perception into a positive
one.
10. Engagement
• Engagement is the “place” in the lifecycle that we can most
reasonably expect a loyal customer to stay for the longest
period of time.
–We can’t expect them to take a specific conversion action
on a regular basis, but we can provide a means for
regular engagement with our brand
• Engaged customers spend 30% more than regular customers.
• Not all engagement is positive. It takes knowledge of how to
handle negative interactions to provide a good customer
experience to all,
–By cultivating good relationships with engaged
customers, you can actually get support from these users
to help combat negative engagement.
• Engagement is the first step towards action
• Positive engagement is the first step to becoming a brand
advocate, repeat customer, and loyal supporter.
11. Engagement
• How do we track it?
–The good news about engagement, and about our
progression from awareness to action in general, is that
it becomes easier to measure as we proceed.
•Engagement can be measured across many
channels from social media to websites to in-store
interactions.
–The primary challenge becomes tracking engagement
behavior from online to offline and back again.
•While challenges related to this are far from
completely addressed, the tracking, tools and
analysis are becoming increasingly sophisticated.
12. Action
• This is the ultimate destination along the path of user
experience.
–This is your “sale” or whatever might be the
ultimate conversion point in your customer
experience lifecycle. You can now see how
awareness, positive perception and positive
engagement have all led to this point.
• The most direct connection between a brand and
consumer
• This last, and least frequently achieved, of all four
steps concerns the closest part of your relationship
with your customer.
–While engagement with a good customer will
happen much more frequently than a direct
conversion, the action is the part of your
relationship where you are most likely to not only
generate revenue, but also exchange important
information or transactional data with them.
13. Action
• How do we track it?
–It is safe to say that the thing that is easiest to track
and report on is something related to a direct
conversion
–Whether that is sale of a product or service or
something over which you have direct tracking
capabilities.
• After Action
• We proceed back through the process until we either stop at
one of the points (perhaps if we don’t like or need the
product again) or take action and convert again.
14. The Long View of Customer Experience
2 | Fundamentals of
Customer Experience
15. Introduction
• Now that we have an understanding of the long-view customer experience philosophy from an
engagement lifecycle perspective, let’s talk more about audiences and expectations.
• There are four primary expectations that one can have about this type of user experience:
– A user’s emotional connection to your brand grows as they progress through the 4 steps
– Not all audiences can be expected to reach the end of the process
– Each stage in the process takes a considerable amount of effort
– How the brand addresses a user’s “filters” determines both short-term and long-term success
16. Emotional Connection
• A user’s emotional connection to your brand grows as they progress through the 4 steps
• The explanation here is fairly obvious.
– As you go from just learning a product’s name, through the purchase process and ultimately
to using it on a regular basis, the place that product has in your life grows in prominence.
• With a good product or service, it will ultimately fulfill a need at a price you can afford, and will most
likely serve other purposes as well.
– This is a positive relationship that you have with something, albeit an inanimate (or virtual)
thing. The same goes with a negative experience.
– How often have you gotten angry at a slow computer or malfunctioning printer?
– Chances are, you didn’t have such strong emotions when you were in Best Buy making the
initial purchase. As your involvement with a brand grows, so does your emotional connection,
good or bad.
17. Understanding Audiences
• Not all audiences can be expected to reach the end of the process
• You may not need all audiences to take action, or even get engaged with your effort.
– In some cases, ensuring that the correct perception exists might be a “win” with a particular
audience.
• For this reason, it is important to take into consideration a best-case scenario for all of your
audiences.
– For instance, there is probably a group of your audience members that may serve best as
positive influencers but can never be expected to take the ultimate actions that might lead to
a conversion.
• If you build your strategy around this idea, you can then prioritize the amount of effort required to
get various audiences to their optimal point within the long-view customer experience process.
– You will prioritize how important it is to have awareness across a broad audience versus
achieving high engagement or conversions from desired actions from a subset of the
potential audience.
18. Understanding the Process
Each stage in the process takes a considerable amount of effort:
• Awareness
– The goal of an awareness campaign is actually quite a simple one: consumers (or some
subset of the general public) must know who you or your product are.
– saturation point with awareness takes a considerable, sustained effort.
• Perception
– You will have to make a decision on how many resources you want to devote to changing
negative perceptions across however wide a population you deem strategically necessary.
• Engagement
– We all know the effort it takes to keep our audiences actively engaged.
– Many companies make the mistake of spreading themselves too thin on a single channel
such as social media, for instance.
• Action
– Ultimately, this is where all our efforts lead: conversion.
– No matter how much effort we put into the preceding steps, there is still a considerable
amount of optimization required to keep this final step working effectively.
– Whether this is your e-commerce workflow, mobile signup process, or whatever the case
may be, you spend a lot of time and effort keeping this in top form.
19. Understand Audience Filters
• When we say “filters,” we mean those criteria that a customer will either arbitrarily or by necessity
put into place in order to help make decisions.
• Gregory S. Carpenter, in Kellogg on Marketing, refers to a “Buyer Goal Hierarchy” that consists of
the following factors or “filters” with which to make a purchase decision:
– Emotional
– Economic
– Functional
• The emotional component is treated as most important, though none are independent.
– It is the proportion of each that can differ from person to person or even according to the type
of purchase decision (business to consumer versus business to business, for instance).
• Carpenter goes on to comment about the impact of so much choice in our society:
– The existence of such a vast number and range of goals, each with multiple dimensions,
creates a fundamental dilemma for individuals.
– Time is too limited to pursue them all, so we must prioritize.
• We can define filters, then, as criteria or categories that go beyond emotional, functional or
economic, or serve as subcategories of each.
– These filters are also changing and evolving as channels and types of interactions change or
come into being.
20. Understand Audience Filters
• Traditional goals:
– Emotional: Does the product or service provide for my higher-order needs (self-image, need
to belong, need for power or control)?
– Functional: Does it do what I need it to?
– Economic: Does it cost what my budget allows?
• Filters can include things such as the following:
– Emotional
• Does the messaging/branding speak to me and address my needs?
• Who is using the product or service and what do they have to say about it? Are those
people either relevant to me and/or do I respect what they have to say?
• Does the brand share my values?
– Functional
• How personalized is my experience and how can it be tailored over time?
• Can I access the product or service from anywhere?
– Economic
• Is the cost structure one that fits my preferences and usage?
• Is the balance of personal data collection vs. cost of service fair? (think Facebook or
Google, who use personal information as currency instead of charging for their
services)
21. The Long View of Customer Experience
3 | Optimizing Each Step
in the Process
22. Introduction
• Now we are going to talk about how to ensure that each step of the process is optimized.
– Part of the thinking behind the Long-view Customer Experience is that each particular
audience has an optimal place in the process and/or an optimal amount of time they will
spend there.
• In order to demonstrate this effectively, let’s use a hypothetical “client” or organization that we are
trying to market. We’re going to use a fictional neighborhood within a fictional city for this.
– Let’s just say we’re in the city of Metropolis and the neighborhood we are trying to market is
referred to as “Downtown.”
• In marketing the Downtown neighborhood, we are most likely going to be concerned about the
following things:
– Utilization of retail and office space, and ensuring the right type of tenants move in to fit the
feel of the neighborhood
– Attracting foot traffic or door swings in retail store
23. Awareness
• When we talk about awareness, let’s split our thinking into three parts:
– From which audiences should we not necessarily expect to achieve anything more than
awareness?
• This can still be beneficial. Someone being able to recall directions to it, recalling a
store that exists there, or even some of your marketing language are all beneficial
things.
– Which audiences require awareness as a baseline but have the possibility to become much
more engaged?
• These are people for whom the Downtown neighborhood could be a great place to
shop, eat, move their business, or engage with in some other desired capacity.
– How much effort will it take to achieve awareness across all the audiences we are engaging
at this point?
• When we talk about awareness, we can think on a local, regional, national or
international scale.
• For the purposes of our neighborhood, it might not serve us (or our marketing dollars)
well to have high awareness in the general (non-traveling) population of northwestern
Canada, if our Downtown neighborhood in Metropolis is on the East Coast of the
United States. We probably want to focus our efforts on nearby residents, employees,
and likely travelers.
24. Perception
• With perception, we follow a similar train of thought as awareness by splitting our thinking into
several segments.
• There is an audience that we know we need more from than simply a positive perception. These
are the people for whom perception leads to further engagement and action.
– Using the tools at our disposal in order to monitor and measure this perception, we can then
push these people to the next step.
• There is also an audience with which positive perception is all we can reasonably expect, but that
is enough to influence others and drive engagement and action in our more core target audiences.
– We want to spend effort on this group but realize that driving them to a conversion may be
difficult, costly or impossible.
– At the very least, with these people, we know that not only will they know directions to our
Downtown neighborhood, they will also be able to follow that with “and it’s a really great
place to shop.”
25. Engagement
• At this stage, we have the people who are going to be actively talking about how great the
Downtown neighborhood is.
• They might not eat or shop there as much as you’d like them to, but they sure do recruit others to
take those actions, and thus they are very beneficial.
• As far as what to do with your audiences at this step, you’ll see a trend emerging here.
– First, we identify those who we can push to further engagement.
– Then we find those who will probably never get beyond this level of engagement and find the
best way to utilize their contributions.
– It’s really not any more complicated than that.
26. Action
• These are the people who go shopping in the Downtown neighborhood, work there, move their
business there, rent an apartment there, or take some other type of action we would label a
“conversion.”
• The action part of our engagement process is the same as the others, with one exception.
– Because there is not a next step in the process, we will now identify those who we can
simply expect to take an action, and those who will not only take this action but do it
repeatedly, tell others about it and become not only a great advocate, but a long-term
customer.
– We can refer to these two audiences as either buyers or engaged buyers. Both are valuable,
but we can treat each very differently if we’d like.
• The engaged buyer is going to drag their friends to their favorite store, or at least tell them all about
it on Facebook.
– The buyer might be a very loyal shopper but is not necessarily someone we can count on to
bring a lot of extra foot traffic.
– As you can see, different opportunities exist with each.
28. Conclusion
There are a few things that everyone will need to do:
• Identify the steps in the process as they relate to your organization
– e.g. for your company, the “action” step might refer to the sale of a widget
• Identify your audiences and their optimal end state in the process
– e.g. if you are a higher education institution, a high school counselor or a parent would
never reach the “action” stage that would signal enrollment in the school. Instead, they
might be perfect candidates at the “perception” or “engagement” stage.
• Identify the tools needed to measure and analyze the process
– e.g. CRM tool, Marketing Automation, Analytics, CMS, etc.
29. Conclusion
• How do you measure success?
– Every organization has different KPIs and measures of success, as well as methods of
measurement.
– The best advice here is to ensure that, along with all the financial measures that you have
in place, you have measurements for customer satisfaction, retention and other data that
helps you understand your customers and their reactions better.
– Increasing customer satisfaction will have a direct, positive result in sales.
• What next?
– Putting the longview customer experience model to work is relatively simple, as it does not
require you to approach your conversion process differently
– It is meant to help you manage your efforts and resources in order to optimize each step in
your sales funnel.