RTP AEM Meetup @ NASCAR

October 21, 2014

@sliewehr

A Conversation with UnivisionA conversation with Univision

October 22, 2013

Content + Commerce:Raising the Bar on Customer Experience

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“A customer’s holistic perception of

a company and its offerings based

on all of the customer’s interactions

with the company…”

Customer Experience

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a constituentan employee

a customera prospecta studenta patienta donor

a voter@sliewehr

A “customer” is…

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The failure of a single interaction

threatens a customer’s entire

perception of a brand.

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Who cares?

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of consumers say they have

switched business to a competitor

due to poor customer experience

89%@sliewehr

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Consumers have voice and choice

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…and ubiquitous access to knowledge

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Facilitated by technology innovation

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June 28, 2007

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“Brands that view the consumer

empowerment phenomenon as

an opportunity will win.”

What we used to counsel…

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“Brands that view the consumer

empowerment phenomenon as

an opportunity will win.”

…what we say now

don’t⌃

die.”

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Strategic inflections

Source: Based on Andy Grove, Only the Paranoid Survive, 1996

Status Quo

Strategic Inflection Point

New Paradigm

Old Paradigm

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“Dissonance gap”

Source: Based on Andy Grove, Only the Paranoid Survive, 1996

Status Quo

New Paradigm

Dissonance Gap

customer

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For many, commerce is part

of the New Paradigm

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a constituentan employee

a customera prospecta studenta patienta donor

a voterBut when it comes to commerce…

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…a “customer” is a customer.

Like, a real, converted, trust-you-with-their-money

CUSTOMER

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Commerce defines a critical juncture

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Marketing used to be window dressing

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Must avoid the fate of a Catfish

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Catfish: Someone who pretends

to be someone they’re not using

Facebook or other social media

to create false identities.- Urban Dictionary

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Commerce IS the day of reckoning

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CxP

– CxE

Cs

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Customer’s Perceived Experience

– Customer’s Expected Experience

Customer Satisfaction

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NEWSFLASH: Your customers

don’t want to engage with you…

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…but they may want to buy from you

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…and they will quickly disengage.

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So what are the ingredients?

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1. Awareness

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“The greatest enemy of progress is not

stagnation, but false progress.”

- Sydney J. Harris

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2. Data

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3. Consistency

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So how do we start?

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1. Don’t be afraid – just jump

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2. Get smart

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3. Iterate

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Scott Liewehr, President and Principal Analystsliewehr@digitalclaritygroup.com | @sliewehr

www.digitalclaritygroup.com@just_clarity

@sliewehr