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Stratford CEM
The document discusses the importance of customer experience management for business success. It notes that companies should know their customers better, know themselves, and create an environment for innovation. The document also discusses how customer experience management ties into key business metrics like revenue, brand, employee engagement, customer satisfaction and loyalty. It advocates adopting both traditional and new approaches and tools to improve the customer experience.
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Stratford CEM
- 1. Create Know your meaning and BE customer value ADMIRED better Customer Experience at the Heart of Business Success Marci Maddox February 2, 2012
- 2. How do youmake Big Ideas Work? Marrying Art and Science
- 3. What’s in aBrand?
- 4. Define Brand Equity… A brand is: Brand Led An asset that Companies: contributes to value and Know their customer earnings Tangible and intangible Know themselves attributes that Create an customers recognize environment for A relevant experience innovation that creates loyalty
- 5. The Big Picture CustomerExperience Management 5
- 6. New State ofOperation “Here’s my resume, and a list of mobile devices I’ll need you to support.”
- 7. Business is Accelerating Companies that blog have 55% more web visitors Average teen sends 100+ texts per day Brands on Facebook receive 34,722 Likes per minute Years to reach Radio TV Internet Facebook 50M users: 38 Yrs 13 Yrs 4 Yrs 2 Yrs
- 8. Companies who believe Customer’s who they have a superior web agree experience
- 9. Growth in customer experienceapplications • Web apps • Facebook apps • iPhone apps • Gamification • Interactive ads • Semantic Web • and many more…
- 10. Chief Marketing Officer My organization expects me to grow the business
- 11. CMO Top Priorities Online customer experience 76% mobile apps 57% social interaction 56% monitor brand 51% Social governance 37% 118 Consumers Source: State of Customer Experience, 2011 Forrester, February 2011 11 IBM CMO Survey 2011
- 12. Chief Information Officer Myorganization expects me to protect it and make information available 12
- 13. What is CustomerExperience Management? “The practice of designing and reacting to customer interactions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy.“ - Gartner It’s about the User Experience, Brand Experience, Service Experience or Employee Experiences across different channels and different business processes 13
- 14. OpenText Customer Experience Management is to know your customers better. Focus the whole organization around the customer’s point of view while keeping things under control* Improving Customer and Content LTV *secure, scalable, consistent, process integrated, archived and records managed
- 15.
- 16. Tie Customer Experienceto Business KPIs Establish a personal connection where every interaction offers value: builds brand, improves efficiency, speeds decision-making, and increases customer satisfaction, conversion and advocacy.
- 17. Revenue Want more $? Courtesy Deb Lavoy
- 18. Revenue Brand Invest in brand (brand strength)
- 19. Revenue So Brand People know what you Purpose stand for (brand recognition)
- 20. Revenue Brand Inspiring your team (Employee Satisfaction) Purpose Employee engagement
- 21. Revenue Brand To do great things (Lead Conversion) Purpose Employee Value/Service engagement
- 22. Revenue Brand Which people Customer notice Purpose delight (Customer Sentiment) Employee Value/Service engagement
- 23. Revenue Reputation Brand And tell others Customer about Purpose delight (Customer Loyalty) Employee Value/Service engagement
- 24. Revenue Reputation Brand Higher Sat Customer Higher LTV Purpose delight More leads More $$$ Employee Value/Service engagement
- 25.
- 26. Tying it alltogether 26
- 27. It means addingnew approaches and tools to the traditional ones.
- 28. Putting it intoPractice • Customer Advisors • Cross-sell Analysis • Intelligent Search • Individualized channels • Mobile Apps • Campaigns • Editorials & Media Mentions • Social activity • Customer REACH • Sentiment Analysis
- 29.
- 30.
- 31. Thank You! 31
Editor's Notes
- #3 How can we fully appreciate what is perhaps the most spectacular technological innovation since the Industrial Revolution - a major turning point in human history; almost every aspect of daily life was influenced in some way. An unprecedented economic boom.Today, there is nothing else as game changing as the web browser, as compelling as video on demand or as idea inspiring as information at your fingertips (ala Google or Wikipedia). What is it about the Web that inspires us to make Big Ideas work? Marrying ART and SCIENCE – as the Marina Bay Sands ArtScience Museum in Singapore captures.Technology has spurred innovation in Finance, HR, Sales, but what does marketing have?
- #4 What is a brand worth? 2011 Apple became the number brand in the world bumping off Google with a Brand value of more than $150 million. In 2010 Apple was #17 with a brand value of about $21 Million.What is the value of a brand?<>The perrenial brand king, which has been studied in marketing courses for generations is Coca-Cola. The brand is estimated to be 2 and half times more than the value of the companies physical assets…
- #5 What you need to know about Brand Management:<click>Brands have value to the organizationCustomers know you by your brandTheir experience good or bad is forever associated with your brandSO YOU BETTER KNOW YOUR CUSTOMERAND KNOW WHO YOU AREALWAYS SEEK TO IMPROVE.Other notes…Brand functions as an asset. If a brand plays a role inchoice and the consumer must choose betweencompetitors, then the brand contributes to earningsand profi t. It is therefore quantifi able and valuableto its owner. The companies at the very top of therankings understand the dynamics of their brands’influence, so they can bring their power to bear intimes of change.“Brand” is the particular set of tangible and intangibleassets that consumers attribute to a retailer. The moredistinctive your proposition, the tougher it is forthe competition to copy.Brand ideas must have the power to generate value. TakeWhole Foods Market, which crafts a unique sensoryladen experience with the promise to engage inresponsible food production. The idea producesexceptional value, affecting as it does everything fromthe merchandise and its display to the behavior ofemployees.Brand drives demand through every aspect of the business.By using brand valuation as a diagnostic tool, retailersgain insight to the precise economic benefits of theirbrands. It clarifies which factors drive demand, whatrole the brand plays across each factor and howstrong the brand is versus its competitors.Brand helps us see at which point in the shopping experiencewe are in danger of losing the customer. When you canpinpoint the role brand plays in driving purchase,you can craft an experience that will influenceshopper choice.Brand helps us understand exactly what must be changedand how in order to maximize value. A change to theexisting delivery could provide increased customercommitment. It might be as complex as a wholenew service offering or as simple as consistency.When you identify which business elements createeconomic power, you can make smart decisionsabout investing resources into these previouslyunrecognized market opportunities.
- #7 This is “Consumerization of the Enterprise” in real life. The true essence of the trends that are disrupting businesses today…customers, partners, constituents and employees are becoming increasing connected and as a result, they are empowered, influential, and increasingly elusive.
- #10 But it doesn’t stop there. Over the next 5 years you will see an explosion of Web Enabled technology – mostly focusing on the Customer Experience. If iTunes is any gauge – on Feb 27th, it was 10-Billion downloads. You ain’t seen nothing yet.It’s not just technology you buy. It’s APPs you create - innovations on the web, Facebook, iPhone, Android, the new iPad, interactive ads, the semantic web, and within your own products.
- #11 Marketing has emerged as a key buying center for content applications. After the years of recession with budget cuts, there is a lot of pent up demand to update the marketing infrastructure. That combined with the new marketing 2.0 strategies and the shift in marketing’s perception as a growth contributor rather than a cost center leads to increased demand in marketing organizations.
- #12 Top 5 are Web, Cross-channel, Social , Brand Management and Mobile apps
- #13 The IT department is always a stakeholder as IT has to in the end deploy and operate the solutions.The role of IT is to make sure that everyone has access to the information they need without compromising the security, dependability, compliance, and other requirements of the organization.
- #15 Gartner defines CEM as: “The practice of designing and reacting to customer interactions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy.“Informally, it’s User Experience, Brand Experience, Service Experience or Employee Experiences across different channels and different business processesOur take on CEM is to help organizations transition their whole business, not looking at only the creative marketing team like Adobe does, but rather embrace every user (consumer, employee, supplier) across the every department (hr, sales, service, legal) with a foundation that mitigates risk and applies the latest technologies like mobility or social features to true business value. Customer Experience Management is about addressing key financial and operational goals through process improvements.
- #30 Arthur C. Clarke, the guy who wrote 2001: A Space Odyssey, once said that any sufficiently advanced technology is indistinguishable from magic. And if you cut-and-paste lots of mysterious code into your web pages, you know how that feels first hand. By proactively cultivating a culture that embraces technology and marries it with creativity, you can go from being in the audience to being the magician—performing feats that cause your customers to ooh and ahh.We know we aren't done, the marketing problem is not easy to solve (is it solvable?), but we are on track to improve the plight of the marketers with our Engagement solutions.So bring your on your Big Ideas - Like the infinity pool overlooking the Lotus Flower of the Singapore ArtScience Museum whose hole in the roof creates a beautiful waterfall wall and recycled water supply. We are here to help you realize the impossible. The Sky is the limit on realizing inspiration in your own world.