raising the bar on customer experience - #jboye15
TRANSCRIPT
J.Boye 2015 – Philadelphia, PA
May 6, 2015
#jboye15 | @sliewehr
A Conversation with UnivisionA conversation with Univision
October 22, 2013
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 voterA “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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A key business differentiator
Highly individual
Not always Rarely about technology
Customer experience is…
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A suite of technologies
Personalization
Easy
Monumentally difficult
CEM is not…
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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
89%@sliewehr | @just_clarity
Consumers have voice and choice
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…and ubiquitous access to knowledge
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Competition from unlikely competitors
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And everyone is connected
All facilitated by technology innovation
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Welcome to the Connected Age(we’ve been here for a while)
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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
“Dissonance gap”
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
New Paradigm
Dissonance Gap
Grove says strategic inflections can
come from anywhere: “new
technologies, new competition, new
regulations, new customer values and
habits,” etc. – anything that has a
significant impact on the business itself
or the industry as a whole.
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Experience is the New
Paradigm
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Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Business
failure
Failure to provide superior
customer experiences leads to
irrelevance and business decline
at an ever-increasing pace in the
Connected Age
Business
success
Source: Bain Customer-Led Growth Diagnostic Questionnaire, n=362. Satmatrix Net Promoter database, n=375.
0% 20% 40% 60% 80% 100%
8%
80%
Companies that
believe they
provide a “superior
experience”
Companies whose
customers agreed
“Delivery
Gap”
Say they will pay a premium for great
customer experience
Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.
customer
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93% of the companies list Customer
Experience as a Top 5 initiative.
28% list CX as the top priority.
Source: Forrester Research, “The State of Customer Experience”, 2012.
None agree as to who owns it.
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0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Senior executive in finance
Senior executive in legal/compliance
Board of directors
Senior executive for procurement
Senior executive for marketing
CEO
Senior executive for Customer Experience
Senior executive (SVP, COO, President)
Senior executive for IT
Enterprise ($1B+) SMB ($500M-$1B)
Source: Digital Clarity Group, May 2015.
Time
Cu
sto
me
r E
xp
eri
en
ce
Qu
ality
Improve today’s
experience
Transform the
organization
Sustain cultural
change
Customer-focused transformation
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ΔCs = CxP - CxE
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Customer’s Perceived Experience
– Customer’s Expected Experience
[the change in] Customer Satisfaction
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The day of reckoning is coming
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10 Organizational competencies for CEM
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Business strategy
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User research
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Organizational change
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Experience design
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Business process management
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Customer data / intelligence
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Content strategy
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Technology fluency
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Blending physical / digital
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Measurement
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10 Competencies recap
Business strategy
User research
Organizational change
Experience design
Business process mgmt
Customer data
Content strategy
Technology fluency
Physical-digital blend
Measurement
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Things to remember:
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Rule of thumb
Money is rarely the barrier; it’s action.
Ask for action.
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Point of clarity: journey v. lifecycle
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Customer Journey: a series of steps a
customer goes through during an
interaction with a company. It concerns
itself with all channels, touchpoints,
systems, people, objects, etc. involved
directly or indirectly with the interaction.
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CX hierarchy of needs
Effective utility
Seamless utility
Delightful utility
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Ineffectiveness
Inconsistencies
Inefficiencies
Be on the lookout
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Ecosystems are frail
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Remember to mind your butterflies
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Scott Liewehr, Co-Founder and [email protected] | @sliewehr
www.digitalclaritygroup.com@just_clarity
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