Empowered consumers, fueled by new technologies and ever-increasing expectations, are demanding more and more dynamic and relevant experiences from the brands they support in the Connected Age. In this opening keynote presentation from #JBoye15, Scott Liewehr identifies the trends in customer experience management as well as the 10 organizational competencies that all organizations must have in order to succeed at CEM.

1. J.Boye 2015 – Philadelphia, PA
May 6, 2015
#jboye15 | @sliewehr
A Conversation with Univision
A conversation with Univision
October 22, 2013
Raising the Bar on
Customer Experience

2. @sliewehr | @just_clarity

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 | @just_clarity

4. a constituent
an employee
a customer
a prospect
a student
a patient
a donor
a voter
A “customer” is…
@sliewehr | @just_clarity

5. The failure of a single interaction
threatens a customer’s entire
perception of a brand.
@sliewehr | @just_clarity

6.  A key business differentiator
 Highly individual
 Not always Rarely about technology
Customer experience is…
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7.  A suite of technologies
 Personalization
 Easy
 Monumentally difficult
CEM is not…
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8. Who cares?
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9. of consumers say they have
switched business to a competitor
due to poor customer experience
89%
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10. Consumers have voice and choice
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11. …and ubiquitous access to knowledge
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12. @sliewehr | @just_clarity

13. Competition from unlikely competitors
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14. @sliewehr | @just_clarity
And everyone is connected

15. All facilitated by technology innovation
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16. Welcome to the Connected Age
(we’ve been here for a while)
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17. Strategic inflections
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
Strategic Inflection Point
New Paradigm
Old Paradigm

18. “Dissonance gap”
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Status Quo
New Paradigm
Dissonance Gap

19. Grove says strategic inflections can
come from anywhere: “new
technologies, new competition, new
regulations, new customer values and
habits,” etc. – anything that has a
significant impact on the business itself
or the industry as a whole.
@sliewehr | @just_clarity

20. Experience is the New
Paradigm
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21. Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Business
failure
Failure to provide superior
customer experiences leads to
irrelevance and business decline
at an ever-increasing pace in the
Connected Age
Business
success

22. Source: Bain Customer-Led Growth Diagnostic Questionnaire, n=362. Satmatrix Net Promoter database, n=375.
0% 20% 40% 60% 80% 100%
8%
80%
Companies that
believe they
provide a “superior
experience”
Companies whose
customers agreed
“Delivery
Gap”

23. Say they will pay a premium for great
customer experience
Source: Haaris Interactive survey of North American consumers, 2011. Commissioned by RightNow.

24. customer
@sliewehr | @just_clarity

25. 93% of the companies list Customer
Experience as a Top 5 initiative.
28% list CX as the top priority.
Source: Forrester Research, “The State of Customer Experience”, 2012.

26. None agree as to who owns it.
@sliewehr | @just_clarity

27. 0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Senior executive in finance
Senior executive in legal/compliance
Board of directors
Senior executive for procurement
Senior executive for marketing
CEO
Senior executive for Customer Experience
Senior executive (SVP, COO, President)
Senior executive for IT
Enterprise ($1B+) SMB ($500M-$1B)
Source: Digital Clarity Group, May 2015.

28. Time
CustomerExperience
Quality
Improve today’s
experience
Transform the
organization
Sustain cultural
change
Customer-focused transformation
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29. ΔCs = CxP - CxE
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30. Customer’s Perceived Experience
– Customer’s Expected Experience
[the change in] Customer Satisfaction
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31. @sliewehr | @just_clarity

32. The day of reckoning is coming
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33. 10 Organizational competencies for CEM
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34. Business strategy
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35. User research
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36. Organizational change
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37. Experience design
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38. Business process management
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39. Customer data / intelligence
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40. Content strategy
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41. Technology fluency
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42. Blending physical / digital
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43. Measurement
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44. 10 Competencies recap
 Business strategy
 User research
 Organizational change
 Experience design
 Business process mgmt
 Customer data
 Content strategy
 Technology fluency
 Physical-digital blend
 Measurement
@sliewehr | @just_clarity

45. Things to remember:
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46. Rule of thumb
Money is rarely the barrier; it’s action.
Ask for action.
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47. Point of clarity: journey v. lifecycle
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48. Customer Journey: a series of steps a
customer goes through during an
interaction with a company. It concerns
itself with all channels, touchpoints,
systems, people, objects, etc. involved
directly or indirectly with the interaction.
@sliewehr | @just_clarity

49. CX hierarchy of needs
Effective utility
Seamless utility
Delightful utility
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50.  Ineffectiveness
 Inconsistencies
 Inefficiencies
Be on the lookout
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51. Ecosystems are frail
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52. Remember to mind your butterflies
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53. Scott Liewehr, Co-Founder and CEO
sliewehr@digitalclaritygroup.com | @sliewehr
www.digitalclaritygroup.com
@just_clarity
@sliewehr | @just_clarity