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Business Marketing Association | ANA - Atlanta - CX Talks - Steven Cook 11-9-17
Steven Cook, Contributing Editor
18 industry associations united: CX, UX, MarTech,
Marketing, Research, CRM, B2B, B2C, Social Media,
Store Design, Service Training, VOC.
Demonstrated why integrating all disciplines is
essential to building successful CX that will last & be
meaningful to customers & employees.
‘Future 50’ research to identify top growth companies:
- 2,300 public companies. Determine which had market potential, strategy,
technology & investment, people, & structure to achieve sustained growth.
- Top 25 companies in $20Billion+ market value: Salesforce, Tesla,
Facebook, Netflix, Activision, Google, Amazon, & Priceline.
- All have transformed their categories through exceptional customer
experience as well as innovative products & services.
- Legacy brands & corporations are being increasingly challenged by
disruptors from outside their categories who are using a customer-
centric approach … not a product-centric approach.
- Challenge to work across the enterprise to lead long-term customer
experience transformation – marketing & sales, operations, organization/
culture, technology, infrastructure, & financial.
BEST-OF-BREED CX-CENTRIC CO.
EVERY FUNCTION, MANAGEMENT
LEVEL & EMPLOYEE NEEDS TO
UNDERSTAND CX STRATEGY,
WHY, CX PLAN & ROLE.
BE EMPOWERED TO MAKE REAL-TIME
CX Talks Chair
‘Customer Experience & User Experience are united by the
common goal of customer success’.
‘UX is more focused on designing digital touch-points.
CX has a broader scope in designing every interaction a
customer has with a brand’.
‘You will see how important it is to establish an empathetic
customer-centric culture to do this right. Creating a best-of-
breed CX is much broader and deeper than you think’.
Vision: CX strategy & how customer obsessed your
company is. Be clear how CX will deliver business goals.
Design: Know what to do & where to begin. CX spans
disciplines. This is a challenge for most organizations.
Culture: Need to get buy-in & alignment from CEO down &
across the organization to infuse a culture of customer-first.
CX must be important to your CEO. You need CX metrics to
be able to keep score.
Learning: Closing the loop with customers & organizationally.
MGM Resorts Int’l
Mission: For all MGM resorts - Entertain The Human Race.
‘We also learned that creating great experiences that inspire joy
& amazement don’t just happen when you show up at a hotel.
We had to define consistent service standards for 27 unique
resort brands, train 77,000 employees & we get our leaders to
endorse & support the CX message & accountability’.
‘Made it easy for employees
to remember how they can
create defining CX
moments for our guests’.
VP Global CX Lead
‘We need to think about evolving from Customer Experience to
Human Experience - CX to HX. 89% of corps are now focused
on differentiation via CX. Great CX will become table stakes’.
‘HX is an organizations’ ability to connect to & meet higher level
human needs - to move from purely commercial intent to
human commitment. This will be competition based on
‘Delivering HX versus CX will require organizations to be
purposeful, cognitive, adaptive & conscious, in addition to
delivering great CX that is easy, relevant and orchestrated’.
‘The IoT is here & accelerating. 50B smart devices by 2020.
Explosion in touch points that CX professionals will have to
create, manage & optimize’.
‘This will require new thinking about the components of an
experience, a potential shift from products to services & new
ways of measuring the experience. It is going to take CX to the
next level & it will become more complex to integrate’.
‘IoT should be looked at as a way to drive innovation &
FINAL CX TAKES
1. NO ONE-SIZE-FITS-ALL. TAILOR CX TO YOUR
CUSTOMER’S NEEDS, INDUSTRY & BIZ GOALS.
2. CX IS NOT MARKETING’S JOB … IT IS EVERY
FUNCTION & EVERYBODY’S JOB.
3. ‘EMPLOYEE EXPERIENCE’ IS ESSENTIAL.
4. USE CX METRICS THAT MATTER TO YOUR CEO
& C-SUITE – REVENUE & PROFIT.
5. CX TAKES A VILLAGE TO DO IT RIGHT.
Digital Product Manager
GE Industrial Solutions