Understanding Customer Experience Management:
Sweet Dream or Nightmare?
SCOTT LIEWEHR, CEO (@sliewehr)
DIGITAL CLARITY GRO...
@sliewehr | #NASSCOM_ILF
“A customer’s holistic perception of
a company and its offerings based
on all of the customer’s interactions
with the comp...
@sliewehr | #NASSCOM_ILF
a constituent
an employee
a customer
a prospect
a student
a patient
a donor
a voter
A “customer” ...
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 Amer...
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 Cu...
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 b...
@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 | #NASSCO...
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...
The day of reckoning has arrived
@sliewehr | #NASSCOM_ILF
@sliewehr | #NASSCOM_ILF
But there’s a better way!
(sweet dream coming…)
Time
CustomerExperience
Quality
Improve today’s
experience
Transform the
organization
Sustain cultural
change
Customer-foc...
@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...
Scott Liewehr, CEO
sliewehr@digitalclaritygroup.com | @sliewehr
www.digitalclaritygroup.com
@just_clarity
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NASSCOM ILF 2016: Understanding Customer experience management: A sweet dream or a nightmare?

Understanding Customer experience management: A sweet dream or a nightmare? Scott Liewehr, CEO & Founder, Digital Clarity Group
Published on: Mar 3, 2016
Published in: Technology      
Source: www.slideshare.net


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

  • 1. Understanding Customer Experience Management: Sweet Dream or Nightmare? SCOTT LIEWEHR, CEO (@sliewehr) DIGITAL CLARITY GROUP
  • 2. @sliewehr | #NASSCOM_ILF
  • 3. “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
  • 4. @sliewehr | #NASSCOM_ILF a constituent an employee a customer a prospect a student a patient a donor a voter A “customer” is…
  • 5. The failure of a single interaction threatens a customer’s entire perception of a brand. @sliewehr | #NASSCOM_ILF
  • 6. Who cares? @sliewehr | #NASSCOM_ILF
  • 7. of consumers say they have switched business to a competitor due to poor customer experience 89% @sliewehr | #NASSCOM_ILF
  • 8. @sliewehr | #NASSCOM_ILF Empowered consumers
  • 9. Welcome to the Connected Age (we’ve been here for a while) @sliewehr | #NASSCOM_ILF
  • 10. 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.
  • 11. customer @sliewehr | #NASSCOM_ILF
  • 12. 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.
  • 13. But here’s the nightmare part… @sliewehr | #NASSCOM_ILF
  • 14. 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
  • 15. @sliewehr | #NASSCOM_ILF@sliewehr | #NASSCOM_ILF
  • 16. ΔCs = CxP - CxE @sliewehr | #NASSCOM_ILF
  • 17. Customer’s Perceived Experience – Customer’s Expected Experience [the change in] Customer Satisfaction @sliewehr | #NASSCOM_ILF
  • 18. digital marketing ≠ customer experience (no matter what the vendors name their products) @sliewehr | #NASSCOM_ILF
  • 19. Source: James Chowning Davies’ “Toward a Theory of Revolution”, American Sociological Review, February 1962 J-Curve theory of revolution
  • 20. The day of reckoning has arrived @sliewehr | #NASSCOM_ILF
  • 21. @sliewehr | #NASSCOM_ILF But there’s a better way! (sweet dream coming…)
  • 22. Time CustomerExperience Quality Improve today’s experience Transform the organization Sustain cultural change Customer-focused transformation @sliewehr | #NASSCOM_ILF
  • 23. @sliewehr | #NASSCOM_ILF Digital Outside vs. Digital Inside
  • 24. Disconnected organizations cannot thrive in the Connected Age @sliewehr | #NASSCOM_ILF survive
  • 25. @sliewehr | #NASSCOM_ILF Connect your:  Data  Processes  Systems  Information silos  Employees  And on and on…
  • 26. It’s not just about digital experiences; rather, digitally-powered experiences achieved through digital agility. @sliewehr | #NASSCOM_ILF
  • 27. Scott Liewehr, CEO sliewehr@digitalclaritygroup.com | @sliewehr www.digitalclaritygroup.com @just_clarity

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