This document outlines 15 points for keeping a customer-centric strategy focused on continually evolving to meet customer needs. It emphasizes understanding the customer journey through relevant data and key milestones, identifying customer personas, using personalization and real-time analytics, aligning customer experience to business goals, and choosing a customer experience platform to drive engagements. Implementing these recommendations could provide a competitive advantage and surprise organizations with high returns on their investments.

1. 15 in 15
LEWIS Purestone
B2B event
Simon Etherington
June 2017

2. 1. You must keep evolving
1. You must keep evolving
“The problem wasn’t that we stopped listening to customers,”
said one former RIM insider.
“We believed we knew better what customers
needed long term than they did.”

4. focused on
customer experience
Simon Etherington

5. 2. Adopt a Customer
Centric Strategy

7. 3. Experience being a custo

9. 4. What is the relevant data
on the customer journey and where is it?

10. 5. What are the key
milestones on the
customer journey

13. 6. Think about your business partners

14. 7. Identify your customer personas (5-10 max)

15. 8. Personalisation
is more powerful
for B2B than B2C

17. 9.

18. 10. Big Data analytics in REALTIME!

19. 11. Align customer experience
to the business and…

20. 12. Choose a CX
platform to drive
all engagements

21. 13. Your customer experience platform is either the first or
biggest competitive advantage you have – take it seriously!

22. 14. Build a business case – you will be surprised at the ROI

23. 15.