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In this workshop I will introduce you to your new boss – the customer. Like any boss, she has little time, and hates wasting it. She is always right, and persuading her to change her mind is difficult. Most worryingly, in the recent years she became increasingly attached to her mobile. So, how do you manage her? How do you get her attention? Or alternatively, can you ignore her? Can you just get on with doing things your way? These are the questions that we will explore in this engaging session about Customer Experience Management (CEM). We will cover: - What is Customer Experience Management? Definition, examples and key ingredients - Why is it important? Is CEM a nice-to-have or the top priority? - How do you execute it? What are tools and technologies required? - Who will make it happen? What are the skills and resources essential for success? - We all know how great customer experience feels. But designing great customer experiences is hard work. This workshop will provide structure and direction for your CEM initiatives. This session is for anyone who is interested in taking their business to a new level – from CEOs, CMOs and CTOs to web designers, usability professionals and content managers. Customer experience management is not a department. It’s everyone’s job.
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@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.
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