Raising the Bar on Customer Experience - #jboye15
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Transcript of Raising the Bar on Customer Experience - #jboye15
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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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@sliewehr | @just_clarity
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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
@sliewehr | @just_clarity
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a constituentan employee
a customera prospecta studenta patienta donor
a voterA “customer” is…
@sliewehr | @just_clarity
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The failure of a single interaction
threatens a customer’s entire
perception of a brand.
@sliewehr | @just_clarity
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A key business differentiator
Highly individual
Not always Rarely about technology
Customer experience is…
@sliewehr | @just_clarity
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A suite of technologies
Personalization
Easy
Monumentally difficult
CEM is not…
@sliewehr | @just_clarity
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Who cares?
@sliewehr | @just_clarity
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of consumers say they have
switched business to a competitor
due to poor customer experience
89%@sliewehr | @just_clarity
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Consumers have voice and choice
@sliewehr | @just_clarity
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…and ubiquitous access to knowledge
@sliewehr | @just_clarity
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@sliewehr | @just_clarity
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Competition from unlikely competitors
@sliewehr | @just_clarity
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@sliewehr | @just_clarity
And everyone is connected
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All facilitated by technology innovation
@sliewehr | @just_clarity
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Welcome to the Connected Age(we’ve been here for a while)
@sliewehr | @just_clarity
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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
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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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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.
@sliewehr | @just_clarity
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Experience is the New
Paradigm
@sliewehr | @just_clarity
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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
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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”
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Say they will pay a premium for great
customer experience
Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.
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customer
@sliewehr | @just_clarity
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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.
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None agree as to who owns it.
@sliewehr | @just_clarity
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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.
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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
@sliewehr | @just_clarity
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ΔCs = CxP - CxE
@sliewehr | @just_clarity
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Customer’s Perceived Experience
– Customer’s Expected Experience
[the change in] Customer Satisfaction
@sliewehr | @just_clarity
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@sliewehr | @just_clarity
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The day of reckoning is coming
@sliewehr | @just_clarity
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10 Organizational competencies for CEM
@sliewehr | @just_clarity
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Business strategy
@sliewehr | @just_clarity
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User research
@sliewehr | @just_clarity
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Organizational change
@sliewehr | @just_clarity
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Experience design
@sliewehr | @just_clarity
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Business process management
@sliewehr | @just_clarity
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Customer data / intelligence
@sliewehr | @just_clarity
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Content strategy
@sliewehr | @just_clarity
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Technology fluency
@sliewehr | @just_clarity
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Blending physical / digital
@sliewehr | @just_clarity
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Measurement
@sliewehr | @just_clarity
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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
@sliewehr | @just_clarity
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Things to remember:
@sliewehr | @just_clarity
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Rule of thumb
Money is rarely the barrier; it’s action.
Ask for action.
@sliewehr | @just_clarity
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Point of clarity: journey v. lifecycle
@sliewehr | @just_clarity
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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.
@sliewehr | @just_clarity
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CX hierarchy of needs
Effective utility
Seamless utility
Delightful utility
@sliewehr | @just_clarity
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Ineffectiveness
Inconsistencies
Inefficiencies
Be on the lookout
@sliewehr | @just_clarity
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Ecosystems are frail
@sliewehr | @just_clarity
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Remember to mind your butterflies
@sliewehr | @just_clarity
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Scott Liewehr, Co-Founder and [email protected] | @sliewehr
www.digitalclaritygroup.com@just_clarity
@sliewehr | @just_clarity