For decades, companies dictated what customers wanted, but now customers have more control over their experiences. There are many examples of company failures to understand changing customer wants. Individual customers now have more power to shape their experiences and companies must focus on understanding each unique customer to avoid failures. Customers crave experiences and companies must focus on creating engaging experiences at every touchpoint to develop devoted customers.

1. experience

2. SENSATIONS

4. for decades we were
forced to consume
and behave like
companies thought
was right…

5. suddenly, the movement changes. Now
companies have more trouble hitting,
predicting and understanding what
customers
wants of their products ...

6. there are many
examples of
grotesque
failures ...

7. even those we never
expected that failed
... have failed ! ...

8. And believe me…
It´s easy to

9. So, what the
Big deal?

10. we have
changed

13. So, now we individually

15. And this could be
or

16. but, we individually

17. Some clues
VALUE OF CUSTOMERS
strategy
Touch point
execution
Source: 2010 effective experience framework 2.0 - G-CEM (Global Customer Experience Management Organization)

18. consumers crave experiences as they have
become more affluent
The ultimate wish list:
1. Swim with dolphins.
2. Dive on the Great Barrier Reef.
3. Fly on Concorde.
4. Whale watching.
5. Dive with sharks.
6. Skydiving.
7. Fly in a hot air balloon.
8. Fly in a fighter jet.
9. Go on safari.
BBC TV survey of 20,000 people

19. So, allow us to introduce you the 6 laws
Every interaction creates a personal reaction.
People are instinctively self-‐centered.
Customer familiarity breeds alignment.
Unengaged employees don't create engaged customers.
Employees do what is measured, incented, and celebrated.
You can't fake it.
Source: The Six Laws Of Customer Experience by Bruce Temkin

20. You can't fake it.
If your company is not prepared
Or willing to be…
CUSTOMER ORIENTED

21. Thank you!
Larry sackiewicz
@larrybr

22. bibliography
Take Their Breath Away: How Imaginative Service Creates Devoted Customers by Chip R. Bell and John R. Patterson
RFID Improving the Customer Experience by Mickey Brazeal
Revolutionize Your Customer Experience by Colin Shawn
Effective Experience Framework 2.0 by G-CEM
The Six Laws Of Customer Experience by Bruce Temkin
You Had Me At Hello - SECRETS OF APPLE’S RETAIL CUSTOMER EXPERIENCE EXPOSED ARTICLE by Mike Wittenstein