customer experience management imperative

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What I used to counsel…

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…what I say now.

don’t⌃

die

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Ubiquitous access to knowledge

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Their megaphone is massive

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22Source: Based on Andy Grove, Only the Paranoid Survive, 1996

STATUS

QUO

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Business success

STATUS QUO Business

failure

Impact: Failure to provide superior customer experiences leads to

irrelevance and business decline

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STATUS

QUO

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29Source: http://www.newmediaandmarketing.com/brands-have-to-master-complaint-management/customer-complaints-561

Source: The Ten Principles Behind Great Customer Experiences, Matt Watkinson

Only

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1%

feel their expectations for good customer service are always met

Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.

32Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.

33Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.

34Source: Okeeffe & Company survey of 1,342 senior executives, 2012. Commissioned by Oracle.

35Source: Accenture, 2013 Global Consumer Pulse Research. Photo: http://www.t-nation.com/free_online_article/most_recent/train_like_a_man_5_the_real_paleo_exercise

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Stefan Olander, VP of Digital Sport, Nike

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The “CEM Imperative”

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Content

Web

Print

Social

App

RSS

Video

Thanks to Deane Barker. See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere

Deane Barker, Blend Interactive

Karen McGrane, karenmcgrane.com

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Content

Social

Video

Print

Web

App

RSS

See: http://www.slideshare.net/blendinteractive/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere

A

B

C

D

43Thanks to Karen McGrane See: http://karenmcgrane.com/2012/09/04/adapting-ourselves-to-adaptive-content-video-slides-and-transcript-oh-my/once-publish-everywhere

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We must change the way we buy

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“Must-have’s” turn into Phase 2

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Sorry, it’s not easy. Stop pretending.

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Disappointment is on its way

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Team determines fate, not tech

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Guidance is necessary

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Sneak preview

http://www.digitalclaritygroup.com/guide-to-service-providers-europe/

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Defined goals, objectives, strategy, plan,

metrics

Organizational alignment

Team (internal and external)

Technology

Content

More content

Governance

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Think about it

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Elements of a successful process

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8-step process

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Customer Experience Management is not a department.

It’s everyone’s job.