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Business Marketing Association | ANA - Atlanta - CX Talks - Steven Cook 11-9-17

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Business Marketing Association | ANA - Atlanta - CX Talks - Steven Cook 11-9-17

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Business Marketing Association | ANA - Atlanta - CX Talks - Steven Cook 11-9-17

  1. 1. TOP TAKES Steven Cook, Contributing Editor
  2. 2. 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.
  3. 3. ‘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.
  4. 4. www.cmo.com/features/articles/2017/10/5/corporate-culture-looms-large-on-customer-experience.html#gs.S9eI3Jc
  5. 5. WHY IS CX SO IMPORTANT? WHAT’S THE PROBLEM?
  6. 6. CHALLENGE - STANDING OUT FROM THE CROWD & BEING RELEVANT, STICKY, MEMORABLE & LOVED..
  7. 7. FIGHTING FOR ATTENTION.
  8. 8. CHOICE IS INFINITE. ATTENTION IS NOT.
  9. 9. CX SUCCESS NEEDS CONSUMER INSIGHTS THAT DRIVE: > VISION > DESIGN > CULTURE > LEARNING
  10. 10. 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 CUSTOMER-CENTRIC DECISIONS.
  11. 11. Carlos Pimenta CX Talks Chair CEO, Macquarium ‘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’.
  12. 12. Vivek Bhaskaran CEO QuestionPro 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.
  13. 13. Sterling Jackson SVP 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’.
  14. 14. Rob Sherrell VP Global CX Lead North Highland ‘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 corporate humanity’. ‘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’.
  15. 15. Will Payman VP Strategy Macquarium ‘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 & competitive advantage’.
  16. 16. 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.
  17. 17. Will Gunn Digital Product Manager GE Industrial Solutions David Johnson CEO, Decooda

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