The Four Moments of Truth That Lead to Meaningful Customer Experiences

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Brian Solis, renowned keynote speaker, bestselling author, digital analyst and principal at Altimeter Group and Nick Stein, Senior Vice President of Marketing at Vision Critical, reveal the four moments of truth that lead to meaningful customer experiences.

This summary presentation deck covers:
- How the connected, mobile, social world has transformed the need for companies to sell experiences not just products
- How companies can take a leading role in creating shared customer experiences
- What are the four moments of truth in the customer journey
- How your company can optimize, share, and reinforce these moments across your customers, partners, and employees

To watch the webinar:
http://ow.ly/AytwH

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  • Nick
    -Brian Solis, renowned keynote speaker, bestselling author, digital analyst and principal at Altimeter Group
    -Most recent book: What’s the Future of Business: Changing the Way Businesses Create Customer Experiences
  • These customers want things personal, they want things now. Businesses need to understand the customer journey and design for that.
  • When you are finally able to get the customers’ attention, what happens next?
  • Marketing reality check: the funnel doesn't care who falls into it. The funnel just cares about the funnel.
  • Channel marketing suffers from multiple personality disorder. When you don’t design for the customer journey, you have chaos. No one talks to each other.
  • Can’t design for the funnel anymore, ppl are going to go to touchpoints that work for them. Whether you own them or not
  • A customer interacts with a company’s product through 4 “moments of truth”. To engage with customers, Marketers must create meaningful and sharable experiences for their customer in each “moment of truth”.
  • A customer interacts with a company’s product through 4 “moments of truth”. To engage with customers, Marketers must create meaningful and sharable experiences for their customer in each “moment of truth”.
  • We need to go from Product and Sales Communications to Creating Experiences
  • Think about experiences people are having & experiences people want to have; we need to fill the gap. Marketing isn't about leading the purchase. It's about leading experiences. Bridge the divide. #
  • Think about experiences people are having & experiences people want to have; we need to fill the gap. Marketing isn't about leading the purchase. It's about leading experiences. Bridge the divide. #
  • Companies currently know behavioral info, transactional info, and social information. These are all rear-viewing intelligence that lead to the experience divide
  • Understanding customer attitudes and emotions provides the complete customer understanding. This is the actionable intelligence companies need to be proactive instead of reactive.
  • When you engage customers, you increase revenue, customer retention and profits.
  • Upcoming webinar featuring NASCAR. How the Official NASCAR Fan Council Increases Fan Engagement and Drives Business Decisions
    Tuesday, August 5th, 2014
  • The Four Moments of Truth That Lead to Meaningful Customer Experiences

    1. 1. Webinar featuring Brian Solis and Nick Stein The Four Moments of Truth That Lead to Meaningful Customer Experiences
    2. 2. Webinar Presenters Brian Solis Digital Analyst and Principal at Altimeter Group. Author of What’s the Future of Business @briansolis Nick Stein SVP of Marketing, Vision Critical @stein_nick
    3. 3. What’s the future of business? Companies need to ask: "Why do we do things the way we've always done them?
    4. 4. Generation C (all of us who live a digital lifestyle) are not like the traditional customers we used know. They are more informed, more empowered, and more demanding. If businesses can appreciate them for their differences, they can grow.
    5. 5. Customers today want things personal, and they want things now. Businesses need to understand the new customer journey and design for that.
    6. 6. When you finally get the customers’ attention, what happens next?
    7. 7. Marketing reality check: the funnel doesn't care who falls into it. The funnel just cares about the funnel.
    8. 8. Multichannel Marketing Credit: CRWgraphics Channel marketing suffers from multiple personality disorder. When businesses don’t design for the customer journey, there is chaos.
    9. 9. Marketers can’t design for the funnel anymore. People are going to go to touch points that work for them—whether businesses own them or not.
    10. 10. A customer interacts with a company’s product through four “moments of truth”.
    11. 11. To engage with customers, marketers must create meaningful and sharable customer experiences in each moment.
    12. 12. Companies need to go from broadcasting about product and sales to creating meaningful experiences.
    13. 13. The Experience Divide Brand Promise CX Bridge the experience divide: Think about the experiences people have and the experiences they want to have; businesses need to fill the gap.
    14. 14. The Experience Divide Brand Promise CX Bridge the experience divide: Marketing today isn't about leading the purchase. It's about leading experiences.
    15. 15. Return on Experience: The future of direct marketing lies in creating and integrating experiences. It starts with a vision, mission, and a purpose. This becomes the core of what you will fight for.
    16. 16. The Experience Divide Brand Promise CX Companies currently understand: Behavioral (What customers do) Transactional (What customers buy) Social (What customers say) The challenge: Companies currently have behavioral, transactional, and social data. These are all rear-viewing intelligence that lead to the experience divide.
    17. 17. Transactional (What customers buy) Social (What customers say) Behavioral (What customers do) Attitudinal & Emotional (What customers think and feel) Understanding customer attitudes and emotions provides a complete customer understanding. This is the actionable intelligence companies need in order to be proactive instead of reactive. It needs to happen in every step, especially after transactions. Know it, shape it…in every moment of truth.
    18. 18. Increased Revenues Higher Customer Retention Increased Profits 30%55% 23% *Enterprise Social Collaboration: The Collaborators’ Advantage, Aberdeen Group, 2013 *Gallup Study on Customer Engagement When companies engage customers, they increase revenue, customer retention and profits.
    19. 19. UPCOMING WEBINAR The Customer Experience Revolution: an exclusive webinar with Brian Solis April 14, 2016 11am PT Don’t miss this opportunity to hear about the latest trends in customer experience thinking, and ask Brian your burning questions. visioncritical.com/webinars
    20. 20. YOU WILL LEARN: How NASCAR continues to increase sponsorship dollars, TV ratings, and viewership by engaging their fans for ongoing feedback. WATCH NOW: www.visioncritical.com/nascar-fan-engagement DURATION: 1 hour OUR SPEAKERS: On-demand Webinar: How NASCAR Increases Fan Engagement and Drives Business Decisions Brian C. Moyer Managing Director, Market & Media Research, NASCAR Chris Bondarenko VP Business Development, Vision Critical

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