It was wonderful to contribute to the DMWF event for the 6th time with a presentation called "Empathic CX, The Key To Omnichannel Success." Topics covered included: * The evolution from owning to renting, from physical to virtual to cloud, from homo sapiens to phono sapiens * Why convenience is the killer app on a mobile-first planet * The evolution of business towards the Age Of The Customer * Uberization, hyperfragmentation and app fatigue * Experience mapping in an omnichannel world * From product and service design to ecosystem thinking * New approach to CX and martech: intention mapping, empathy mapping, AI, attribution and pre-emptive marketing * The new rules of engagement: empathetic marketing and emotional connections Were you in the audience? Comment and say hi :)

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Empathic CX, The Key To
Omnichannel Success
@OISINLUNNY

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Source: https://www.slideshare.net/changahroo/class-07-testing

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Source: Jon Chang

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Source: Yokoco

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CXSource: Visit Berlin

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From The Ground To The Cloud…
Source: Scarlet Page

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x 64,000

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Convenience Is Everything

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Mobile Is Everything

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MARK
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Source: Forrester

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Source: Forrester

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Source: freestocks.org from Pexels
#uberization

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Source: OpenMarket

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#hyperfragmentation
Source: Nita from Pexels

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#hyperfragmentation
Source: Nita from Pexels

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#hyperfragmentation
Source: Nita from Pexels
app fatigue

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Source: The Path Forward

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Omnichannel…
…or omnishambles?
Source: Bruce Mars from Pexels

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The Perfect Storm
Source: Johannes Plenio from Pexels

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7 days = $1 billion loss
Source: Upgraded Points

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38. 10 years ago, 41% would
Within 4 years only 14%
How many would interact with a
company after a bad experience?
Zero margin for error
Source: Bruce Mars from Pexels

39. … please enjoy …
… this 40 minute …
Your call is very
important to us…
… flute solo.
Source: Moose Photos from Pexels

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“Pleaseholdyourcallisveryimportant….”
Image Credit — Kevin McFarthing

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CX canyon

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customer business
CX canyon

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CX canyon
8% 80%
Source: Bain & Co

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Empathy gap

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CX is the new battleground
3 89

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CX leaders:
• Out-perform the market by 40%
• Grow faster and are more profitable
• 80% more likely to retain customers
• Benefit from much higher customer
spending (up to 140% higher)
because of their investments in CX
Source: Adrian Swinscoe

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Loyalty + advocacy
Good CX
Source: Bruce Mars from Pexels

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Source: Kleiner Perkins

49. 53 Source: Accenture

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Source: Kleiner Perkins
UK
Source: Accenture

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Source: Kleiner Perkins

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Source: UX Booth

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Source: Google

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AI = pre-emptive service
Source: rawpixel.com from Pexels

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Why pre-emptive?
Source:Netcity

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Source: NN Group

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Source: www.sales-i.com
Listen to your customers

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CX = f(EX)

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Be truly customer-centric
Source: www.inc.com

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Emotional connection
Source: World Club Dome

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Source: Adobe

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5 rules for empathetic marketing:
• Be customer centric
• Be everywhere
• Be empathic
• Be authentic
• Be connected

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Thank
You
Lets connect: www.oisinlunny.com