Brian Solis, renowned keynote speaker, bestselling author, digital analyst and principal at Altimeter Group and Nick Stein, Senior Vice President of Marketing at Vision Critical, reveal the four moments of truth that lead to meaningful customer experiences. This summary presentation deck covers: - How the connected, mobile, social world has transformed the need for companies to sell experiences not just products - How companies can take a leading role in creating shared customer experiences - What are the four moments of truth in the customer journey - How your company can optimize, share, and reinforce these moments across your customers, partners, and employees To watch the webinar: http://ow.ly/AytwH

1. Webinar featuring Brian Solis and Nick Stein
The Four Moments of Truth That Lead to
Meaningful Customer Experiences

2. Webinar Presenters
Brian Solis
Digital Analyst and
Principal at Altimeter
Group. Author of What’s the
Future of Business
@briansolis
Nick Stein
SVP of Marketing,
Vision Critical
@stein_nick

3. What’s the future of business?
Companies need to ask:
"Why do we do things the way we've always done them?

4. Generation C (all of us who live a digital lifestyle) are
not like the traditional customers we used know.
They are more informed, more empowered, and
more demanding. If businesses can appreciate them for
their differences, they can grow.

5. Customers today want things personal, and
they want things now. Businesses need to understand
the new customer journey and design for that.

6. When you finally get the
customers’ attention, what happens next?

7. Marketing reality check: the funnel doesn't care who
falls into it. The funnel just cares about the funnel.

8. Multichannel
Marketing
Credit: CRWgraphics
Channel marketing suffers from multiple personality
disorder. When businesses don’t design for the
customer journey, there is chaos.

9. Marketers can’t design for the funnel anymore.
People are going to go to touch points that work
for them—whether businesses own them or not.

10. A customer interacts with a company’s product
through four “moments of truth”.

11. To engage with customers, marketers must create
meaningful and sharable customer
experiences in each moment.

12. Companies need to go from broadcasting about product
and sales to creating meaningful experiences.

13. The
Experience
Divide
Brand Promise CX
Bridge the experience divide: Think about the experiences
people have and the experiences they want to have; businesses
need to fill the gap.

14. The
Experience
Divide
Brand Promise CX
Bridge the experience divide: Marketing today isn't about
leading the purchase. It's about leading experiences.

15. Return on Experience:
The future of direct marketing lies in creating and
integrating experiences. It starts with a vision, mission,
and a purpose. This becomes the core of
what you will fight for.

16. The Experience Divide
Brand Promise CX
Companies currently understand:
Behavioral
(What customers do)
Transactional
(What customers buy)
Social
(What customers say)
The challenge: Companies currently have behavioral,
transactional, and social data. These are all rear-viewing
intelligence that lead to the experience divide.

17. Transactional
(What customers buy)
Social
(What customers say)
Behavioral
(What customers do)
Attitudinal &
Emotional
(What customers
think and feel)
Understanding customer attitudes and emotions provides a complete
customer understanding. This is the actionable intelligence companies
need in order to be proactive instead of reactive.
It needs to happen in every step, especially after transactions.
Know it, shape it…in every moment of truth.

18. Increased
Revenues
Higher Customer
Retention
Increased
Profits
30%55% 23%
*Enterprise Social Collaboration: The Collaborators’ Advantage, Aberdeen Group, 2013
*Gallup Study on Customer Engagement
When companies engage customers, they increase revenue,
customer retention and profits.

19. UPCOMING WEBINAR
The Customer Experience
Revolution: an exclusive
webinar with Brian Solis
April 14, 2016 11am PT
Don’t miss this opportunity to hear about
the
latest trends in customer experience
thinking,
and ask Brian your burning questions.
visioncritical.com/webinars

20. YOU WILL LEARN:
How NASCAR continues to increase
sponsorship dollars, TV ratings, and
viewership by engaging their fans for
ongoing feedback.
WATCH NOW:
www.visioncritical.com/nascar-fan-engagement
DURATION: 1 hour
OUR SPEAKERS:
On-demand Webinar:
How NASCAR Increases Fan Engagement
and Drives Business Decisions
Brian C. Moyer
Managing Director,
Market & Media
Research,
NASCAR
Chris Bondarenko
VP Business
Development,
Vision Critical