The Four Moments of Truth That Lead to Meaningful Customer Experiences

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    20-Aug-2015
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Transcript of The Four Moments of Truth That Lead to Meaningful Customer Experiences

  1. 1. Webinar featuring Brian Solis and Nick Stein The Four Moments of Truth That Lead to Meaningful Customer Experiences
  2. 2. Webinar Presenters Brian Solis Digital Analyst and Principal at Altimeter Group. Author of Whats the Future of Business @briansolis Nick Stein SVP of Marketing, Vision Critical @stein_nick
  3. 3. Whats the future of business? Companies need to ask: "Why do we do things the way we've always done them?
  4. 4. Generation C (all of us who live a digital lifestyle) are not like the traditional customers we used know. They are more informed, more empowered, and more demanding. If businesses can appreciate them for their differences, they can grow.
  5. 5. Customers today want things personal, and they want things now. Businesses need to understand the new customer journey and design for that.
  6. 6. When you finally get the customers attention, what happens next?
  7. 7. Marketing reality check: the funnel doesn't care who falls into it. The funnel just cares about the funnel.
  8. 8. Multichannel Marketing Credit: CRWgraphics Channel marketing suffers from multiple personality disorder. When businesses dont design for the customer journey, there is chaos.
  9. 9. Marketers cant design for the funnel anymore. People are going to go to touch points that work for themwhether businesses own them or not.
  10. 10. A customer interacts with a companys product through four moments of truth.
  11. 11. To engage with customers, marketers must create meaningful and sharable customer experiences in each moment.
  12. 12. Companies need to go from broadcasting about product and sales to creating meaningful experiences.
  13. 13. The Experience Divide Brand Promise CX Bridge the experience divide: Think about the experiences people have and the experiences they want to have; businesses need to fill the gap.
  14. 14. The Experience Divide Brand Promise CX Bridge the experience divide: Marketing today isn't about leading the purchase. It's about leading experiences.
  15. 15. Return on Experience: The future of direct marketing lies in creating and integrating experiences. It starts with a vision, mission, and a purpose. This becomes the core of what you will fight for.
  16. 16. The Experience Divide Brand Promise CX Companies currently understand: Behavioral (What customers do) Transactional (What customers buy) Social (What customers say) The challenge: Companies currently have behavioral, transactional, and social data. These are all rear-viewing intelligence that lead to the experience divide.
  17. 17. Transactional (What customers buy) Social (What customers say) Behavioral (What customers do) Attitudinal & Emotional (What customers think and feel) Understanding customer attitudes and emotions provides a complete customer understanding. This is the actionable intelligence companies need in order to be proactive instead of reactive. It needs to happen in every step, especially after transactions. Know it, shape itin every moment of truth.
  18. 18. Increased Revenues Higher Customer Retention Increased Profits 30%55% 23% *Enterprise Social Collaboration: The Collaborators Advantage, Aberdeen Group, 2013 *Gallup Study on Customer Engagement When companies engage customers, they increase revenue, customer retention and profits.
  19. 19. YOU WILL LEARN: How NASCAR continues to increase sponsorship dollars, TV ratings, and viewership by engaging their fans for ongoing feedback. WATCH NOW: www.visioncritical.com/nascar-fan-engagement DURATION: 1 hour OUR SPEAKERS: On-demand Webinar: How NASCAR Increases Fan Engagement and Drives Business Decisions Brian C. Moyer Managing Director, Market & Media Research, NASCAR Chris Bondarenko VP Business Development, Vision Critical