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Customer Experience presentation for SOBCon 2013: The Customer-Centric Business
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See What Your Customers See
Cognitive Dissonance.
Cognitive Dissonance…is the discomfort experienced when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.
…people have a motivational drive to reduce dissonance by altering existing cognitions, adding new ones to create a consistent belief system, or alternatively by reducing the importance of any one of the dissonant elements.
Be As Objective as You CAN Be.
Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy
Pre-Sale Engagement Trial Buy Meets Expectation
Delight Proactive
Pre-Need Casual Research
Evaluation Onboarding/ Deployment
Might Leave Testimonial Offers Feedback
First Impression
Comparison Shopping
Post-Purchase
Exceeds Expectation
Tells Others
YOUR Customer’s Journey
CUSTOMER EXIT
Be Where Your Customers Are.
Don’t Be Afraid to Play A Role.
Stop Obsessing About Your Brand. (Your customers aren’t.)
What Are Your Customers Seeking?
Your Competition Is Setting Your Customer’s Expectations
Write It Down!
Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy
Pre-Sale Engagement Trial Buy Meets Expectation
Delight Proactive
Pre-Need Casual Research
Evaluation Onboarding/ Deployment
Might Leave Testimonial Offers Feedback
First Impression
Comparison Shopping
Post-Purchase
Exceeds Expectation
Tells Others
YOUR Customer’s Journey
CUSTOMER EXIT