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Building Your Customer Experience Battle Plan
July 2017 Luncheon
“In the next 20 years humanity will experience more change than the prior 300 combined.” ~Gerd Leonhard
The End of Good Enough
~Gerd Leonhard www.futuristgerd.com
12 Steps To A Bullet-Proof Battle Plan
Get Real-Real Quick1
• 93% of all online experiences begin with search ~Vimeo
• 75% of users never scroll past page 1 of search ~Search Engine Journal
• Marketing Technology spend outpaces total advertising spend again in 2017 ~Gartner
Bandaids On Broken Bones?
2Sanity Through Focus
Moments of TruthEmpathy Mapping
Touch Points
3Be Fearlessly Honest
Buyers go through 57% of the purchasing process before ever talking to sales.
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
Voice is the next BIG UI/UX
15,000 and counting
WE THINK IN
PICTURES
Experience Marketing Framework
GreatCX
Strategy
TacticsData
Purpose People
ProcessPurpose Focused Strategy. Human-Centric Tactics. Data-Fed Iterations.
Great Customer Experience
Execution
Strategy
Research
Insights-Vision-Success
The Insights Layer
Seeing around corners. Agile product development. Profiting from foresights.
Human Centric Design
Customer
ForcesCompetitors
4What Does Our Customer Need?
5Who Sets Customer Expectations?
6What Forces Are We Facing?
Edelman Global Trust Barometer 2017: https://www.slideshare.net/EdelmanInsights/2017-edelman-trust-barometer-global-results-71035413
The Vision Layer
Aligning goals to needs. Prioritizing to a schedule. Calibrating to scope.
Purpose Focused Strategy
Goals
ScopeTouch Points
7Are We In A Symbiotic
Relationship?
8Have We Documented The
Journey?
9Do We Operate From One
Checkbook?
The Success Layer
The Customer is the #1 asset. Humanized day-to-day tactics. Data drives all iterations.
Purpose Focused Strategy
Strategy
TacticsData
10Can You Hear Me Now?
(Communication)
11Do Our Incentives Make Sense?
(Humanized)
12Measure What You Value Vs Valuing What You Measure
Mo’-Data...Mo’ Problems
Design thinking DNA
Great strategy lives here
THANK YOU
5 KEY TAKEAWAYS
Read Digital Sense.
Give us an honest review on @amazon and keep in
touch!
1The last
chance to put your customer in the center of your business
is now!
2The EMF gives you a common picture to align
your entire organization around the
customer as the #1 asset
3Digital
Transformation is the perfect
blend of human-centric
design and properly
integrated technology
4Customer
Experience is your only
differentiator.
Your whole company must buy in...Then you will win!
5
LETS STAY CONNECTED-FOLLOW ME
