nasscom ilf 2016: understanding customer experience management: a sweet dream or a nightmare?

Understanding Customer Experience Management:

Sweet Dream or Nightmare?

SCOTT LIEWEHR, CEO (@sliewehr)

DIGITAL CLARITY GROUP

@sliewehr | #NASSCOM_ILF

“A customer’s holistic perception of

a company and its offerings based

on all of the customer’s interactions

with the company…”

Customer Experience

@sliewehr | #NASSCOM_ILF

@sliewehr | #NASSCOM_ILF

a constituent

an employee

a customer

a prospect

a studenta patient

a donor

a voter

A “customer” is…

The failure of a single interaction

threatens a customer’s entire

perception of a brand.

@sliewehr | #NASSCOM_ILF

Who cares?

@sliewehr | #NASSCOM_ILF

of consumers say they have

switched business to a competitor

due to poor customer experience

89%@sliewehr | #NASSCOM_ILF

@sliewehr | #NASSCOM_ILF

Empowered consumers

Welcome to the Connected Age(we’ve been here for a while)

@sliewehr | #NASSCOM_ILF

86% of customers say they will pay a

premium for great customer experience

Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.

customer

@sliewehr | #NASSCOM_ILF

93% of brands list CX as a Top 5

initiative.

28% list CX as the top priority.

Source: Forrester Research, “The State of Customer Experience”, 2012.

But here’s the nightmare part…

@sliewehr | #NASSCOM_ILF

Studies show:

2.3% have improved

69.2% remain the same

28.5% have gotten WORSE

Source: Forrester’s CX Index of 299 brands between Q1 and Q3 2015

@sliewehr | #NASSCOM_ILF@sliewehr | #NASSCOM_ILF

ΔCs = CxP - CxE

@sliewehr | #NASSCOM_ILF

Customer’s Perceived Experience

– Customer’s Expected Experience

[the change in] Customer Satisfaction

@sliewehr | #NASSCOM_ILF

digital marketing ≠ customer experience

(no matter what the vendors name their products)

@sliewehr | #NASSCOM_ILF

Source: James Chowning Davies’ “Toward a Theory of Revolution”, American Sociological Review, February 1962

J-Curve theory of revolution

The day of reckoning has arrived

@sliewehr | #NASSCOM_ILF

@sliewehr | #NASSCOM_ILF

But there’s a better way!

(sweet dream coming…)

Time

Cu

sto

mer

Exp

eri

en

ce

Qu

ality

Improve today’s

experience

Transform the

organization

Sustain cultural

change

Customer-focused transformation

@sliewehr | #NASSCOM_ILF

@sliewehr | #NASSCOM_ILF

Digital Outside vs. Digital Inside

Disconnected organizations cannot

thrive in the Connected Age

@sliewehr | #NASSCOM_ILF

survive

@sliewehr | #NASSCOM_ILF

Connect your:

Data

Processes

Systems

Information silos

Employees

And on and on…

It’s not just about digital experiences;

rather, digitally-powered experiences

achieved through digital agility.

@sliewehr | #NASSCOM_ILF

Scott Liewehr, CEOsliewehr@digitalclaritygroup.com | @sliewehr

www.digitalclaritygroup.com@just_clarity