1.
Great Customer Experiences
A Conversation with Univision
Moving beyond digital marketing to build the
A conversation with Univision
October ultimate 22, customer 2013
experience
Sitecore Symposium N. America
September 9, 2014
#SYMNA | @sliewehr

2.
2
Me??
Nope,
that’s me
#SYMNA | @sliewehr

3.
#SYMNA | @sliewehr 3

4.
“A customer’s holistic perception of
a company and its offerings based
on all of the customer’s interactions
with the company…”
Customer Experience
4
#SYMNA | @sliewehr

5.
a constituent
an employee
a customer
a prospect
a student
a patient
a donor
a voter
5
A “customer” is…
#SYMNA | @sliewehr

6.
The failure of a single interaction
threatens a customer’s entire
perception of a brand.
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#SYMNA | @sliewehr

7.
7
Who cares?
#SYMNA | @sliewehr

8.
89%
of consumers say they have
switched business to a competitor
due to poor customer experience
8
#SYMNA | @sliewehr

9.
Consumers have voice and choice
9
#SYMNA | @sliewehr

10.
…and ubiquitous access to knowledge
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11.
Facilitated by technology innovation
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12.
#SYMNA | @sliewehr 12
June 28, 2007

13.
“Brands that view the consumer
empowerment phenomenon as
an opportunity will win.”
What we used to counsel…
13
#SYMNA | @sliewehr

14.
“Brands that view the consumer
empowerment phenomenon as
an opportunity will win.”
…what we say now
14
don’t
⌃
die.”
#SYMNA | @sliewehr

15.
Strategic inflections
15
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
Strategic Inflection Point
New Paradigm
Old Paradigm

16.
New Paradigm
Dissonance Gap
“Dissonance gap”
16
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo

17.
customer
#SYMNA | @sliewehr 17

18.
Time
18
Customer Experience
Quality
Improve today’s
experience
Transform the
organization
Sustain cultural
change
Customer-focused transformation
#SYMNA | @sliewehr

19.
CxP
– CxE
Cs
19
#SYMNA | @sliewehr

20.
Customer’s Perceived Experience
– Customer’s Expected Experience
Customer Satisfaction
20
#SYMNA | @sliewehr

21.
Marketers must evangelize internally…
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#SYMNA | @sliewehr

22.
…to avoid the fate of a Catfish
22
#SYMNA | @sliewehr

23.
Catfish: Someone who pretends
to be someone they’re not using
Facebook or other social media
to create false identities.
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- Urban Dictionary
#SYMNA | @sliewehr

24.
NEWSFLASH: Your customers
don’t want to engage with you…
24
#SYMNA | @sliewehr

25.
…but they will quickly disengage.
25
#SYMNA | @sliewehr

26.
The shift to Outside-In
26
#SYMNA | @sliewehr

27.
So what are the ingredients?
27
#SYMNA | @sliewehr

28.
28
1. Awareness
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29.
“The greatest enemy of progress is not
stagnation, but false progress.”
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- Sydney J. Harris
#SYMNA | @sliewehr

30.
30
2. Value
#SYMNA | @sliewehr

31.
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3. Consistency
#SYMNA | @sliewehr

32.
So how do we start?
32
#SYMNA | @sliewehr

33.
1. Don’t be afraid – just jump
33
#SYMNA | @sliewehr

34.
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2. Get smart
#SYMNA | @sliewehr

35.
35
3. Iterate
#SYMNA | @sliewehr 35

36.
Scott Liewehr, President and Principal Analyst
sliewehr@digitalclaritygroup.com | @sliewehr
36
www.digitalclaritygroup.com
@just_clarity
#SYMNA | @sliewehr