Eight Steps to Great Customer Experiences for Government Agencies
Great Customer Experiences
description
Transcript of Great Customer Experiences
Sitecore Symposium N. America September 9, 2014 #SYMNA | @sliewehr
A Conversation with Univision A conversation with Univision October 22, 2013
Great Customer ExperiencesMoving beyond digital marketing to build the ultimate customer experience
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Me??
Nope, that’s me
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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 employeea customera prospecta studenta patienta donora voter
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
89%
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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 inflectionsSource: Based on Andy Grove, Only the Paranoid Survive, 1996
Status QuoStrategic 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
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customer
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Time
Cus
tom
er E
xper
ienc
e Q
ualit
y
Improve today’s experience
Transform the organization
Sustain cultural change
Customer-focused transformation
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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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Marketers must evangelize internally…
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…to 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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NEWSFLASH: Your customers don’t want to engage with you…
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…but they will quickly disengage.
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The shift to Outside-In
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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. Value
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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