standing out in a crowded landscape exceptional digital ......standing out in a crowded landscape...
TRANSCRIPT
![Page 1: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/1.jpg)
Standing Out In a Crowded Landscape Exceptional Digital Experiences
![Page 2: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/2.jpg)
Challenges of doing business in today’s social marketplace…
•! Gain share of voice among billions of conversations
•! Maintain clarity of message
•! Manage your brand in an environment where the individual rules
![Page 3: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/3.jpg)
Challenges of doing business in today’s social marketplace…
•! Demonstrating expertise and becoming a trusted source for information
•! Providing an engaging experience for customers who are experts in search, !ltering and ignoring content
•! Growing advocacy and positive word of mouth activity
•! Staying relevant
Expert!
![Page 4: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/4.jpg)
How do we engage our customers
& community?
![Page 5: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/5.jpg)
We Know About Growing Advocacy with Experience Management •! Experience is a differentiator
•! Brand & message management is essential
•! Understanding advocacy requires insight
How do we translate that to Digital Experience?
![Page 6: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/6.jpg)
Does your digital experience create Customers or Fans?
Advocate Enthusiast
Follower Devotee
Supporter
![Page 7: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/7.jpg)
Does your digital experience create Digital Customers or Fans?!
Advocate Enthusiast
Follower Devotee
Supporter
!!
Does your digital experience create
![Page 8: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/8.jpg)
![Page 9: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/9.jpg)
"#$%&'!
()*!
+%,%-&'!
*./%&!
01&23&$4#2&'!
5!).3.&1$6!
Voice IVR Fax Live
Web Email Kiosk QR code
Mobile Tablet MMS/SMS
Journal Focus Groups E-Communities Interviews
Point of Sale
7%3-.2!('#3.1!
8../9&$:!
Across Touchpoints & Audiences!MMS/SMS
Across
Tip #1!
![Page 10: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/10.jpg)
06%2:%2,!;.<#2/!-6.!('%$:!
Fresh Insights!
Tip #2!
In a recent study, over 45% of patients/customers were
dissatis"ed with their online appointment
request process
Top Complaints: •! Form design •! Clearly de"ned process •! Time to receive a call back •! Additional delays in handoff
to service line •! Repeat information?
request process
Top Complaints:
=.''#>!!
![Page 11: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/11.jpg)
;%,!+&-&!*..-3!*&1:.-!).3.&1$6!
Visual Audit!
Tip #3!
Using market research techniques, combine behavioral data with stated attitudes/beliefs to add texture and
dimension to your faceless clicks and posts.
Visual Conversations ink Messages How are visual assets used and
interpreted by Brand, market and customers on owned, paid and
earned channels?
What is the tone, volume, velocity and engagement in conversations
about Brands? What are the attitudes, opinions
and beliefs about Brands? How do key messages used by
Brands in"uence positioning in the market on owned, paid and earned
channels?
Social Ethnographies!
Digital!Message!
Audit!
DigitalMessageDigital
Personas!
![Page 12: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/12.jpg)
;.!?23@%1./!;<!?2/A3-1<!01.2/3!Tip #4!
Customer Generated Content!
Shared in Public Spaces!
![Page 13: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/13.jpg)
"@1.&/!-6.!B#1/!
Fresh Insights!
Tip #5!
Fresh Insights
![Page 14: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/14.jpg)
In Summary, Standing Out Means… •! Listening to your customer is essential
for developing digital experience strategies that grow advocacy
•! Capturing insights requires sourcing data from multiple channels and touchpoints for a complete picture of the total experience
•! An organization’s ability to quickly assimilate voice of the customer data into their digital experience strategy can help keep pace in the ever – evolving market place
![Page 15: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/15.jpg)
Questions?
![Page 16: Standing Out In a Crowded Landscape Exceptional Digital ......Standing Out In a Crowded Landscape Exceptional Digital Experiences . Challenges of doing business in today’s social](https://reader030.vdocuments.net/reader030/viewer/2022013021/5f0f353c7e708231d443056e/html5/thumbnails/16.jpg)
Questions?
“#e experience begins and ends outside the institutional walls.
#is is where expectations are set and advocacy (word of mouth) often takes place.”
- Gelb Consulting Group
Shannon Frazier [email protected]