Understanding Customer Experience Management:
Sweet Dream or Nightmare?
SCOTT LIEWEHR, CEO (@sliewehr)
DIGITAL CLARITY GROUP
@sliewehr | #NASSCOM_ILF
“A customer’s holistic perception of
a company and its offerings based
on all of the customer’s interactions
with the company…”
Customer Experience
@sliewehr | #NASSCOM_ILF
@sliewehr | #NASSCOM_ILF
a constituent
an employee
a customer
a prospect
a studenta patient
a donor
a voter
A “customer” is…
The failure of a single interaction
threatens a customer’s entire
perception of a brand.
@sliewehr | #NASSCOM_ILF
Who cares?
@sliewehr | #NASSCOM_ILF
of consumers say they have
switched business to a competitor
due to poor customer experience
89%@sliewehr | #NASSCOM_ILF
@sliewehr | #NASSCOM_ILF
Empowered consumers
Welcome to the Connected Age(we’ve been here for a while)
@sliewehr | #NASSCOM_ILF
86% of customers say they will pay a
premium for great customer experience
Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.
customer
@sliewehr | #NASSCOM_ILF
93% of brands list CX as a Top 5
initiative.
28% list CX as the top priority.
Source: Forrester Research, “The State of Customer Experience”, 2012.
But here’s the nightmare part…
@sliewehr | #NASSCOM_ILF
Studies show:
2.3% have improved
69.2% remain the same
28.5% have gotten WORSE
Source: Forrester’s CX Index of 299 brands between Q1 and Q3 2015
@sliewehr | #NASSCOM_ILF@sliewehr | #NASSCOM_ILF
ΔCs = CxP - CxE
@sliewehr | #NASSCOM_ILF
Customer’s Perceived Experience
– Customer’s Expected Experience
[the change in] Customer Satisfaction
@sliewehr | #NASSCOM_ILF
digital marketing ≠ customer experience
(no matter what the vendors name their products)
@sliewehr | #NASSCOM_ILF
Source: James Chowning Davies’ “Toward a Theory of Revolution”, American Sociological Review, February 1962
J-Curve theory of revolution
The day of reckoning has arrived
@sliewehr | #NASSCOM_ILF
@sliewehr | #NASSCOM_ILF
But there’s a better way!
(sweet dream coming…)
Time
Cu
sto
mer
Exp
eri
en
ce
Qu
ality
Improve today’s
experience
Transform the
organization
Sustain cultural
change
Customer-focused transformation
@sliewehr | #NASSCOM_ILF
@sliewehr | #NASSCOM_ILF
Digital Outside vs. Digital Inside
Disconnected organizations cannot
thrive in the Connected Age
@sliewehr | #NASSCOM_ILF
survive
@sliewehr | #NASSCOM_ILF
Connect your:
Data
Processes
Systems
Information silos
Employees
And on and on…
It’s not just about digital experiences;
rather, digitally-powered experiences
achieved through digital agility.
@sliewehr | #NASSCOM_ILF
Recommended
