NASSCOM ILF 2016: Understanding Customer experience management: A sweet dream or a nightmare?

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Text of NASSCOM ILF 2016: Understanding Customer experience management: A sweet dream or a nightmare?

  • Understanding Customer Experience Management:

    Sweet Dream or Nightmare?

    SCOTT LIEWEHR, CEO (@sliewehr)

    DIGITAL CLARITY GROUP

  • @sliewehr | #NASSCOM_ILF

  • A customers holistic perception of

    a company and its offerings based

    on all of the customers 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 customers 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(weve 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 heres the nightmare part

    @sliewehr | #NASSCOM_ILF

  • Studies show:

    2.3% have improved

    69.2% remain the same

    28.5% have gotten WORSE

    Source: Forresters CX Index of 299 brands between Q1 and Q3 2015

  • @sliewehr | #NASSCOM_ILF@sliewehr | #NASSCOM_ILF

  • Cs = CxP - CxE

    @sliewehr | #NASSCOM_ILF

  • Customers Perceived Experience

    Customers 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 theres a better way!

    (sweet dream coming)

  • Time

    Cu

    sto

    mer

    Exp

    eri

    en

    ce

    Qu

    ality

    Improve todays

    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

  • Its not just about digital experiences;

    rather, digitally-powered experiences

    achieved through digital agility.

    @sliewehr | #NASSCOM_ILF

  • Scott Liewehr, CEOsliewehr@digitalclaritygroup.com | @sliewehr

    www.digitalclaritygroup.com@just_clarity