raising the bar on customer experience by scott liewehr
DESCRIPTION
RTP AEM Oct 2014 Meetup: Keynote presentation by Digital Clarity Group's Scott Liewehr on how content and commerce needs to be combined together to create cohesive experience for the customers.TRANSCRIPT
RTP AEM Meetup @ NASCAR
October 21, 2014
@sliewehr
A Conversation with UnivisionA conversation with Univision
October 22, 2013
Content + Commerce:Raising the Bar on Customer Experience
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“A customer’s holistic perception of
a company and its offerings based
on all of the customer’s interactions
with the company…”
Customer Experience
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a constituentan employee
a customera prospecta studenta patienta donor
a voter@sliewehr
A “customer” is…
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The failure of a single interaction
threatens a customer’s entire
perception of a brand.
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Who cares?
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of consumers say they have
switched business to a competitor
due to poor customer experience
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Consumers have voice and choice
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…and ubiquitous access to knowledge
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Facilitated by technology innovation
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June 28, 2007
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“Brands that view the consumer
empowerment phenomenon as
an opportunity will win.”
What we used to counsel…
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“Brands that view the consumer
empowerment phenomenon as
an opportunity will win.”
…what we say now
don’t⌃
die.”
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Strategic inflections
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
Strategic Inflection Point
New Paradigm
Old Paradigm
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“Dissonance gap”
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
New Paradigm
Dissonance Gap
customer
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For many, commerce is part
of the New Paradigm
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a constituentan employee
a customera prospecta studenta patienta donor
a voterBut when it comes to commerce…
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…a “customer” is a customer.
Like, a real, converted, trust-you-with-their-money
CUSTOMER
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Commerce defines a critical juncture
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Marketing used to be window dressing
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Must avoid the fate of a Catfish
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Catfish: Someone who pretends
to be someone they’re not using
Facebook or other social media
to create false identities.- Urban Dictionary
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Commerce IS the day of reckoning
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CxP
– CxE
Cs
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Customer’s Perceived Experience
– Customer’s Expected Experience
Customer Satisfaction
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NEWSFLASH: Your customers
don’t want to engage with you…
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…but they may want to buy from you
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…and they will quickly disengage.
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So what are the ingredients?
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1. Awareness
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“The greatest enemy of progress is not
stagnation, but false progress.”
- Sydney J. Harris
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2. Data
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3. Consistency
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So how do we start?
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1. Don’t be afraid – just jump
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2. Get smart
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3. Iterate
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Scott Liewehr, President and Principal [email protected] | @sliewehr
www.digitalclaritygroup.com@just_clarity
@sliewehr