Customer Experience Management Imperative

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4 likes•3,070 views

In this workshop I will introduce you to your new boss – the customer. Like any boss, she has little time, and hates wasting it. She is always right, and persuading her to change her mind is difficult. Most worryingly, in the recent years she became increasingly attached to her mobile. So, how do you manage her? How do you get her attention? Or alternatively, can you ignore her? Can you just get on with doing things your way? These are the questions that we will explore in this engaging session about Customer Experience Management (CEM). We will cover: - What is Customer Experience Management? Definition, examples and key ingredients - Why is it important? Is CEM a nice-to-have or the top priority? - How do you execute it? What are tools and technologies required? - Who will make it happen? What are the skills and resources essential for success? - We all know how great customer experience feels. But designing great customer experiences is hard work. This workshop will provide structure and direction for your CEM initiatives. This session is for anyone who is interested in taking their business to a new level – from CEOs, CMOs and CTOs to web designers, usability professionals and content managers. Customer experience management is not a department. It’s everyone’s job.

Marketing

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What I usedto counsel…

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…what I say now.
don’t
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Their megaphone is massive

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Source: Based on Andy Grove, Only the Paranoid Survive, 1996
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Business success
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Impact: Failure to provide superior customer experiences leads to irrelevance and business decline
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Source: The Ten Principles Behind Great Customer Experiences, Matt Watkinson

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Content
Web
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Thanks to Deane Barker. See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere
Deane Barker, Blend Interactive
Karen McGrane, karenmcgrane.com

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Content
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A
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Thanks to Karen McGraneSee: http://karenmcgrane.com/2012/09/04/adapting-ourselves-to-adaptive-content-video-slides-and- transcript-oh-my/once-publish-everywhere

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Sorry, it’s not easy. Stop pretending.
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Guidance is necessary

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Sneak previewhttp://www.digitalclaritygroup.com/guide-to-service-providers-europe/

Defined goals, objectives, strategy, plan, metrics
Organizational alignment
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Customer Experience Management is nota department.
It’s everyone’s job.

There is no shortage of buzz around Customer Experience Management (CXM) but very few examples of real-world success. This slidecast puts CXM in context, then walks through the lessons learned in CXM campaigns designed and deployed on the Sitecore Digital Marketing System. Using real data from the website of one of the world's leading business schools, we look at the results delivered personalization, a|b testing and other CXM tactics - and provide tangible advice for driving business results.

Why do companies need to manage the entire customer experience? New analysis reveals that the entire customer journey - the series of interactions with a brand - is more important than any single touchpoint experience. Leading companies identify and effectively manage a few "key journeys." When companies perfect managing the entire customer journey, they reap significant benefits—including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage. Presented at the Harvard Business Review webinar. For more on customer decision journeys: http://mckinseyonmarketingandsales.com/topics/customer-decision-journey

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The total impossibility of customer experience management

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Today, we’re told, customer experience management (CEM) is an inescapable imperative, the primary determinant of organizational success or failure, and the sole means of sustainable competitive advantage. The experience, moreover, concerns the entire customer lifecycle, from the first inkling of a desire until (hopefully) ongoing loyalty. And since “you’re only as good as your last interaction,” no exchange can be neglected, no matter how trivial. There’s only one minor problem: Based on how it is normally defined and described, customer experience management is impossible. Because it is impossible, many if not most of the current efforts to achieve it are futile and, worse, dangerous and wasteful distractions. In this presentation we’ll look at why it’s crucial to understand what CEM is and is not (and cannot be); where the imperative for CEM comes from, why this can and should inform your CEM strategy, and how your early, relatively simple steps can already be a huge advance in the journey to CEM excellence.

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Customer Experience Management Imperative

2.       @marianne_ua | @just_clarity | #JBoye14

3. @marianne_ua | @just_clarity | #JBoye14 3

4.            @marianne_ua | @just_clarity | #JBoye14 4

5.       @marianne_ua | @just_clarity | #JBoye14 5

6. @marianne_ua | @just_clarity | #JBoye14 6

7. 7

8.    @marianne_ua | @just_clarity | #JBoye14

9. @marianne_ua | @just_clarity | #JBoye14 9

10. 10

11. @marianne_ua | @just_clarity | #JBoye14 11

12. @marianne_ua | @just_clarity | #JBoye14 12 What I usedto counsel…

13. @marianne_ua | @just_clarity | #JBoye14 13 …what I say now. don’t ⌃ die

14. @marianne_ua | @just_clarity | #JBoye14 14

15.        @marianne_ua | @just_clarity | #JBoye14 15

16. @marianne_ua | @just_clarity | #JBoye14 16

17. 17

18. 18 Ubiquitous access to knowledge

19. @marianne_ua | @just_clarity | #JBoye14 19 Their megaphone is massive

20. 20

21. @marianne_ua | @just_clarity | #JBoye14 21

22. 22 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 STATUS QUO

23. @marianne_ua | @just_clarity | #JBoye14 23

24. 24 Business success STATUS QUO Business failure Impact: Failure to provide superior customer experiences leads to irrelevance and business decline @marianne_ua | @just_clarity | #JBoye14

25. 25 STATUS QUO @marianne_ua | @just_clarity | #JBoye14

26.

27.

28. @marianne_ua | @just_clarity | #JBoye14 28

29. 29 Source: http://www.newmediaandmarketing.com/brands-have-to-master-complaint-management/customer-complaints-561

30.      Source: The Ten Principles Behind Great Customer Experiences, Matt Watkinson

31. Only 31 1% feel their expectations for good customer service are always met Source: HaarisInteractive survey of North American consumers, 2011. Commissioned by RightNow.

32. 32 Source: HaarisInteractive survey of North American consumers, 2011. Commissioned by RightNow.

33. 33 Source: HaarisInteractive survey of North American consumers, 2011. Commissioned by RightNow.

34. 34 Source: Okeeffe& Company survey of 1,342 senior executives, 2012. Commissioned by Oracle.

35. 35 Source: Accenture, 2013 Global Consumer Pulse Research. Photo: http://www.t- nation.com/free_online_article/most_recent/train_like_a_man_5_the_real_paleo_exercise

36. 36 Stefan Olander, VP of Digital Sport, Nike @marianne_ua | @just_clarity | #JBoye14

37. 37 The “CEM Imperative”

38. 38  @marianne_ua | @just_clarity | #JBoye14

39. 39    @marianne_ua | @just_clarity | #JBoye14

40. @marianne_ua | @just_clarity | #JBoye14 40

41. 41 Content Web Print Social App RSS Video Thanks to Deane Barker. See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere Deane Barker, Blend Interactive Karen McGrane, karenmcgrane.com

42. 42 Content Social Video Print Web App RSS See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere A B C D

43. 43 Thanks to Karen McGraneSee: http://karenmcgrane.com/2012/09/04/adapting-ourselves-to-adaptive-content-video-slides-and- transcript-oh-my/once-publish-everywhere

44.    @marianne_ua | @just_clarity | #JBoye14 44

45. 45

46. 46 We must change the way we buy

47. 47    @marianne_ua | @just_clarity | #JBoye14

48. @marianne_ua | @just_clarity | #JBoye14 48

49. 49 “Must-have’s” turn into Phase 2

50. 50 Sorry, it’s not easy. Stop pretending. @marianne_ua | @just_clarity | #JBoye14

51. 51 Disappointment is on its way

52. @marianne_ua | @just_clarity | #JBoye14 52

53. Team determines fate, not tech

54. marianne_ua | @just_clarity | #JBoye14 54 Guidance is necessary

55. marianne_ua | @just_clarity | #JBoye14 55 Sneak previewhttp://www.digitalclaritygroup.com/guide-to-service-providers-europe/

56.         @marianne_ua | @just_clarity | #JBoye14

57. Defined goals, objectives, strategy, plan, metrics Organizational alignment Team (internal and external) Technology Content More content Governance 57

58. @marianne_ua | @just_clarity | #JBoye14 58 Think about it

59. @cathymcknight | @sliewehr | @just_clarity | #JBoye14 59 Elements of a successful process

60.     @marianne_ua | @just_clarity | #JBoye14 60

61.  –  –   @marianne_ua | @just_clarity | #JBoye14 61

62. 62 8-step process

63.         @marianne_ua | @just_clarity | #JBoye14 63

64.    – – – – –  @marianne_ua | @just_clarity | #JBoye14

65. Customer Experience Management is nota department. It’s everyone’s job.

Customer Experience Management Imperative

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