The document discusses the importance of customer experience in marketing. It notes that marketing is now focused on the customer experience across all channels. A key point is that the customer experience must be consistent, personalized, and anticipate customer needs across all touchpoints for the brand. It emphasizes that customer experience will become the primary way for companies to differentiate themselves in the future.
9. Mitchell Mackey
9
Internet-native Business Technology
(B.T.) is rapidly changing the game
9
… not
contributing to
change &
growth,”
“8 out of 10 dollars spent
in IT is dead money …
18. Mitchell Mackey
“No matter how much money you
spend on advertising, you can’t
convince customers that you provide
better experiences than you do,”
_ Customer Experience advocate
Bruce Temkin
18
You can’t fake it
19. Mitchell Mackey
19
89% of marketers expect to compete primarily on
the basis of customer experience _ Gartner
By 2017, 50% of product investment will be
redirected to experience innovations _ Gartner
By 2020, customer experience will overtake price
& product as the key differentiator _ Walker Info
Experience is the main game
24. Mitchell Mackey
Are we able to deliver a consistent, personalized
experience to all of our customers across all platforms
and channels
Are we anticipating our customers’ present and future
needs, and do we have this historical data analyzed?
Are our colleagues in other departments even working
from the same single version of the customer truth?
Can we adapt quickly enough?
29. Mitchell Mackey
29
Great creative ideas remain vital
Powerful brands will
continue to be fuelled by
compelling ideas
However, they must be
authentic
And reinforced by
consistent user
experience patterns
37. Mitchell Mackey
Take out the constraints
A constraint is any thing, object, person,
process or structure in an organization that
prevents the flow of value to the customer
39. Mitchell Mackey
What they do online
What our customers’
transaction history tells us
What we know from Sales
via CRM
Interactions captured
online & via phone
ERP
Sales automation
Customer Service
Website management
Distributor &
end users
Communities
Customer defined experiences
44. Mitchell Mackey
44
Fix the plane while it is
flying
If a project takes a
month, you'll hit the
target before it moves
If it takes a year … ?
Get stuff done fast or not at all
47. Mitchell Mackey
“It’s amazing how little discipline
companies have in their approach
to customer experience while at the
same time acknowledging it as both
critical and broken,”
_ Customer Experience advocate
Bruce Temkin
47
Rhetoric without action
48. Mitchell Mackey
48
The vast majority of websites suck
In 12 years only 45 of the 1500 websites
Forrester Research has subjected to their
website review methodology have recorded
passing scores.
That’s only 3%!
54. Mitchell Mackey
54
We ain’t seen nothing yet
Mobility
Wearables
Big & small data
Open APIs
The sharing economy
The Internet of Things
Machine learning
Artificial intelligence
56. Mitchell Mackey
56
The essential truth
“The only sustainable competitive
advantage is knowledge of and
engagement with customers
_ Forrester Research’s Josh Bernoff.
57. Mitchell Mackey
More likely to consider your brand
More likely to recommend
Willing to pay more!
_ Jack Morton 2013 Customer Experience
research, including 1000 Chinese customers
Engaged customers are:
59. Mitchell Mackey
59
We are all experience makers & managers
Define a vision & mobilize: “make it easy”
Embrace digital transformation
Strive for systematic, sustainable change
Jointly own, with Sales, the revenue target
Cultivate a dynamic, agile culture
60. Mitchell Mackey
60
The need for speed is real
Always be testing
Build, measure & learn
The fast will beat the slow