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Great Customer Experiences 
A Conversation with Univision 
Moving beyond digital marketing to build the 
A conversation wi...
2 
Me?? 
Nope, 
that’s me 
#SYMNA | @sliewehr
#SYMNA | @sliewehr 3
“A customer’s holistic perception of 
a company and its offerings based 
on all of the customer’s interactions 
with the c...
a constituent 
an employee 
a customer 
a prospect 
a student 
a patient 
a donor 
a voter 
5 
A “customer” is… 
#SYMNA | ...
The failure of a single interaction 
threatens a customer’s entire 
perception of a brand. 
6 
#SYMNA | @sliewehr
7 
Who cares? 
#SYMNA | @sliewehr
89% 
of consumers say they have 
switched business to a competitor 
due to poor customer experience 
8 
#SYMNA | @sliewehr
Consumers have voice and choice 
9 
#SYMNA | @sliewehr
…and ubiquitous access to knowledge 
10 
#SYMNA | @sliewehr
Facilitated by technology innovation 
11 
#SYMNA | @sliewehr
#SYMNA | @sliewehr 12 
June 28, 2007
“Brands that view the consumer 
empowerment phenomenon as 
an opportunity will win.” 
What we used to counsel… 
13 
#SYMNA...
“Brands that view the consumer 
empowerment phenomenon as 
an opportunity will win.” 
…what we say now 
14 
don’t 
⌃ 
die....
Strategic inflections 
15 
Source: Based on Andy Grove, Only the Paranoid Survive, 1996 
Status Quo 
Strategic Inflection ...
New Paradigm 
Dissonance Gap 
“Dissonance gap” 
16 
Source: Based on Andy Grove, Only the Paranoid Survive, 1996 
Status Q...
customer 
#SYMNA | @sliewehr 17
Time 
18 
Customer Experience 
Quality 
Improve today’s 
experience 
Transform the 
organization 
Sustain cultural 
change...
CxP 
– CxE 
Cs 
19 
#SYMNA | @sliewehr
Customer’s Perceived Experience 
– Customer’s Expected Experience 
Customer Satisfaction 
20 
#SYMNA | @sliewehr
Marketers must evangelize internally… 
21 
#SYMNA | @sliewehr
…to avoid the fate of a Catfish 
22 
#SYMNA | @sliewehr
Catfish: Someone who pretends 
to be someone they’re not using 
Facebook or other social media 
to create false identities...
NEWSFLASH: Your customers 
don’t want to engage with you… 
24 
#SYMNA | @sliewehr
…but they will quickly disengage. 
25 
#SYMNA | @sliewehr
The shift to Outside-In 
26 
#SYMNA | @sliewehr
So what are the ingredients? 
27 
#SYMNA | @sliewehr
28 
1. Awareness 
#SYMNA | @sliewehr
“The greatest enemy of progress is not 
stagnation, but false progress.” 
29 
- Sydney J. Harris 
#SYMNA | @sliewehr
30 
2. Value 
#SYMNA | @sliewehr
31 
3. Consistency 
#SYMNA | @sliewehr
So how do we start? 
32 
#SYMNA | @sliewehr
1. Don’t be afraid – just jump 
33 
#SYMNA | @sliewehr
34 
2. Get smart 
#SYMNA | @sliewehr
35 
3. Iterate 
#SYMNA | @sliewehr 35
Scott Liewehr, President and Principal Analyst 
sliewehr@digitalclaritygroup.com | @sliewehr 
36 
www.digitalclaritygroup....
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Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

In this presentation, Scott Liewehr, founder of Digital Clarity Group, explores going beyond digital marketing to build ultimate customer experiences. Topics covered include:
- What drives customer experience?
- What works today and what needs improvement?
- What are the elements of a great customer experience?
- Where should you start?

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Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience

  1. 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. 2 Me?? Nope, that’s me #SYMNA | @sliewehr
  3. 3. #SYMNA | @sliewehr 3
  4. 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. 5. a constituent an employee a customer a prospect a student a patient a donor a voter 5 A “customer” is… #SYMNA | @sliewehr
  6. 6. The failure of a single interaction threatens a customer’s entire perception of a brand. 6 #SYMNA | @sliewehr
  7. 7. 7 Who cares? #SYMNA | @sliewehr
  8. 8. 89% of consumers say they have switched business to a competitor due to poor customer experience 8 #SYMNA | @sliewehr
  9. 9. Consumers have voice and choice 9 #SYMNA | @sliewehr
  10. 10. …and ubiquitous access to knowledge 10 #SYMNA | @sliewehr
  11. 11. Facilitated by technology innovation 11 #SYMNA | @sliewehr
  12. 12. #SYMNA | @sliewehr 12 June 28, 2007
  13. 13. “Brands that view the consumer empowerment phenomenon as an opportunity will win.” What we used to counsel… 13 #SYMNA | @sliewehr
  14. 14. “Brands that view the consumer empowerment phenomenon as an opportunity will win.” …what we say now 14 don’t ⌃ die.” #SYMNA | @sliewehr
  15. 15. Strategic inflections 15 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo Strategic Inflection Point New Paradigm Old Paradigm
  16. 16. New Paradigm Dissonance Gap “Dissonance gap” 16 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo
  17. 17. customer #SYMNA | @sliewehr 17
  18. 18. Time 18 Customer Experience Quality Improve today’s experience Transform the organization Sustain cultural change Customer-focused transformation #SYMNA | @sliewehr
  19. 19. CxP – CxE Cs 19 #SYMNA | @sliewehr
  20. 20. Customer’s Perceived Experience – Customer’s Expected Experience Customer Satisfaction 20 #SYMNA | @sliewehr
  21. 21. Marketers must evangelize internally… 21 #SYMNA | @sliewehr
  22. 22. …to avoid the fate of a Catfish 22 #SYMNA | @sliewehr
  23. 23. Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities. 23 - Urban Dictionary #SYMNA | @sliewehr
  24. 24. NEWSFLASH: Your customers don’t want to engage with you… 24 #SYMNA | @sliewehr
  25. 25. …but they will quickly disengage. 25 #SYMNA | @sliewehr
  26. 26. The shift to Outside-In 26 #SYMNA | @sliewehr
  27. 27. So what are the ingredients? 27 #SYMNA | @sliewehr
  28. 28. 28 1. Awareness #SYMNA | @sliewehr
  29. 29. “The greatest enemy of progress is not stagnation, but false progress.” 29 - Sydney J. Harris #SYMNA | @sliewehr
  30. 30. 30 2. Value #SYMNA | @sliewehr
  31. 31. 31 3. Consistency #SYMNA | @sliewehr
  32. 32. So how do we start? 32 #SYMNA | @sliewehr
  33. 33. 1. Don’t be afraid – just jump 33 #SYMNA | @sliewehr
  34. 34. 34 2. Get smart #SYMNA | @sliewehr
  35. 35. 35 3. Iterate #SYMNA | @sliewehr 35
  36. 36. Scott Liewehr, President and Principal Analyst sliewehr@digitalclaritygroup.com | @sliewehr 36 www.digitalclaritygroup.com @just_clarity #SYMNA | @sliewehr

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