customer experience management imperative
TRANSCRIPT
@marianne_ua | @just_clarity | #JBoye14
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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
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
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.