The document discusses managing a firm through economic cycles by focusing on the customer experience. It emphasizes providing positive touchpoints across all customer interactions to create an experience that exceeds expectations. This helps firms stay ahead of the "wave" of changes and remain sustainably profitable over the long run.

1. Surfing the experience WAVE Wisdom Boom

4. why experience? time poor CHOICE Effort min Effort max ROI ONE choice CUP experience firm Advocacy Profitable sustainability user INFO rich

5. the WAVE wowing user negating competition managing firm

6. employee always customer first brand last

7. to uchpoint touchline critical WHAT // interaction for an outcome // 5w1h // tangible digital intangible // experience enabler // opportunity to make or break relationship ELEMENT // people customer employee // info advertising promotion // environment space ambience store website // device tool technology // output product service WHAT // end-to-end experience // path to outcome // touchpoint sequencing WHAT // not all touchpoints are created equal // moment of truth // zmot? // fmot // complaint // exit if not fulfilled

8. ex perience value score WHAT // evaluation of outcome against expectation // eye of the beholder ELEMENT // touchline // touchpoint // 5+ senses hands head heart // expectation // past experience word-of-mouth brand promise // escalation WHAT // benefit – (tco + effort) // co-creation WHAT // wow // positive // neutral // negative // complaint

9. managing firm P E C 2 2 R A P C 2 P O O P 2 C NON NEGATIVE

10. “ A happy employee will make customers happy.” John Moore

11. s.t.o.m. self team org market

12. Outcome Value Good to Great Lifecycle HoN TRM VMV Leadership Workplace Productivity Collaboration Risk C A R E C2PO Culture People Process Output

13. “ The highest good is like water.” Sun Zi

14. CARE “ Do unto others as they’d like done unto them.” The Platinum Rule Birds of a feather flock together. Say What You Mean; Mean What You Say. Consistency jumpstarts awareness and minimizes effort to choose.                        

15. employee experience C P P O alignment engagement second home accountability boundaryless bpi win-win-win sustainability

16. the employee WAVE s.t.o.m. C2PO CARE employee managing firm

17. wowing user POSITIVE NEGATIVE t o u n e p s c i o n h l i o n i t t 5 a  t s c e e n p s x e e s

18. “ A 1% increase in customer experience quality is equivalent to a 2.2% stock value growth.” CFI Group

19. love touch l ine i s u s 4e e xpectation ?     p i e d o synergy random 5 + senses 3h touchp o int

20. WhOW W W h a t y w h e n w e r e O h O h W h O W

21. path to outcome

22. toex sequence critical output device information environment people share ex use value search output initiate need owner pain now MaD new

23. LAST t s a l h o s i  l s s a v u t n e r e e  n k

24. customer experience q a z w e r t y u i o p s d f g h j k l x c v b n m

25. the customer WAVE s.t.o.m. C2PO CARE employee wowing user love MaD LAST customer managing firm

26. D D D D D D D D D D D D D D N N N N N N N N N N N N N N A A A A A A A A A A A A A A R R R R R R R R R R R R R R B B B B B B B B B B B B B B negating competition CONSISTENT UNIQUE POSITIVE B R A N D

27. “ If all of Coca Cola’s assets were destroyed overnight, whoever owned the Coca Cola name could walk into a bank the next day morning and get a loan to rebuild everything.” Carlton Curtis

28. brand A mark made by burning to show the owner of something. // A person’s perception of a product, service, experience or organization. // A brand is the sum total of every experience a customer has with your company and its products and services. // A brand is a promise of the experience. // A brand is any label that carries meaning and associations. A great brand does more: It lends coloration and resonance to a product or service. // A brand is a storehouse of trust that matters more and more as choices multiply. // A corporate brand is more than just your corporate identity – it’s a direct measure of your company’s current connection with prospective customers and its future potential for generating new sources of growth. // A brand is the intangible sum of a product’s attribute, its name, packaging, and price, its history, its reputation, and the way it’s advertised. // A brand that captures your mind gains behavior. A brand that captures your heart gains commitment. // A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. // A brand for a company is like a reputation for a person. // A brand has a name reflecting an organization that stands behind the offering. // The idea of moving from a brand to a Lovemark means changing from a rational decision to buy a brand to an irrational, passionate decision to be loyal to that brand. // Our DNA is a consumer company. Our job is to take responsibility for the complete user experience. And if it’s not up to par, it’s our fault, plain and simply. // Brands are built by being first in the minds of customers. // promise

29. mindzhare mind z hare l ight f avicon s cent a dvertising b rochure c olor d irect mail e mployee g reeting g oodbye i nterface j oke k pi m emory n avigation o nboarding p aper r estroom s ound t agline u niform v oice w arranty

30. a promise made is a debt unpaid sun.mon.tue.wed.thu.fri.sat 010203040506070809101112131415161718192021222324 know flow grow who are you what do you do why does it matter what makes you different position reach(on/off) frequency sensuality intimacy mystery innovation promise audience position

31. brand experience p s a b r o f i t b l e s u t a i n a i l i t y a l l e t w m t a r k e x

32. the brand WAVE negating competition mindzhare k-f-g brand

33. “ To win without fighting is best.” Sun Zi

34. the WAVE s.t.o.m. C2PO CARE  employee wowing user love MaD LAST  customer negating competition mindzhare k-f-g  brand managing firm