The Best Customer Experience

ExecuNet20 November 2008

Making and Keeping the Right Promises

© 2008 storyminers, inc. All rights reserved. The storyminers name, product/service names, and the conversation balloon are registered trademarks or service marks of storyminers, inc.

StoryminersBelieves…

No matter how much you spend or how hard you try, your brand can never be any better than what your customers experience!

StoryminersBelieves…

The best customer experiences come from companies that–Listen–Respond–Invest in what matters–Care

HereAreSomeOfTheBestInTheWorld• Rainforest Café• Build-A-Bear Workshop• Insperience• Mayo Clinic

Made waiting an experience. Integrated shopping.

Nothing to buy. Triple facility use.

The factory is in the store. A supply chain miracle.

WhatMakesTheseBrandsGreat?

1. Clear context2. Sense and respond3. Accountability within roles4. Employee engagement5. On-brand experience6. Customer focus in everything7. Continuous learning

7

What’stheRightWaytoGetThere?

Conceptually

DesignFromTheStoryBack

SeeFromTheirPerspective

NeverStealtheDiscoveryExperience

RememberThatStoryAndExperienceAreTwoSidesOfTheSameCoin

BeDifferentandBetter!

Checking In

How To Build The Best Experience

For Job SeekersFor Employers

Tactically

FindYourStory

1. Identify the sweet spot2. Get clear on intent3. Know what you will—and won’t—do 4. Focus on unmet (emotional) needs5. Model how you fit in6. Design your future employer’s

experience

HowToFindYourStory

1. FindTheSweetSpot

Focus here

2. GetClearOnIntent

3. KnowWhatYouWill—AndWon’t—Do

4. FocusOnUnmetNeeds

5. ModelHowYouFitIn

6. StoryboardYourFuture Employer’sExperience

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BeYourStory

HowToBEYourStory

• Start listening more• Spread your story so that you’re

discovered• Imagine the experience of hiring you• Make that ideal real

Checking In

TakeAways

• Your Story IS Your Business• The Experience you give IS your Brand• Find your story.• Be your story.

• No matter how hard you try or now much you spend, your brand (read: the position you earn) can’t be any better than what your customers experience

Q&AContactMe

Mike WittensteinSpeaker. Facilitator. Consultant.The Customer Experience Authority.

www.storyminers.com mike@storyminers.com

www.mikewittenstein.com mike@mikewittenstein.com

+1 770.425.9830+1 866.770.9830

EvaluationPlease rate your impressions of “The Best Experience” presentation by circling

the corresponding numbers on the scale below:

• Would you recommend this session to a colleague– NO WAY 1 2 3 4 5 ABSOLUTELY

• Relevance of topic to leadership– NOT RELEVANT 1 2 3 4 5 VERY RELEVANT

• Effectiveness of speaker– NOT EFFECTIVE 1 2 3 4 5 EFFECTIVE AND

ENGAGING

• Interactive Sessions– BORING 1 2 3 4 5 ENGAGING

• Visual aids– UNCLEAR 1 2 3 4 5 CLEAR AND HELPFUL

• Usefulness of handouts– NOT USEFUL 1 2 3 4 5 VERY USEFUL

• Overall evaluation of session– UNIMPRESSED 1 2 3 4 5 VERY IMPRESSED

• WHAT WAS OF VALUE TO YOU AND WHY?• WHAT WAS OF LITTLE/NO VALUE TO YOU AND WHY?• HOW COULD THE PRESENTATION HAVE BEEN MADE MORE EFFECTIVE FOR YOU?

20 November 2008

PickOne

BehindTheScenes• Strategy—How Storyminers creates sustainable

competitive advantage for its clients