ECOMMERCEandB2B.COM | @justin_king 1
Justin King | @justin_king
ECOMMERCEandB2B.COM | @justin_king
We want to create a great experience for
our customers, regardless of the channel.
2
although I will focus on digital
ECOMMERCEandB2B.COM | @justin_king 3
what if you can’t
-46%
+22.5%
CX leaders
CX laggards
Customer Experience Laggards vs Leaders: 5-year stock performance
To convince our executive teams, we might be
tempted to put up a slide like this to say
“LOOK AT THE LAGGARDS WITHOUT CUSTOMER EXPERIENCE!!”
ECOMMERCEandB2B.COM | @justin_king 4
+22.5%
CX leaders
However, when
you remove
everything else
you hear a
consistent
message from
the leaders…
ECOMMERCEandB2B.COM | @justin_king 5
+22.5%
CX leaders
ransformation through Customer Experience T
ECOMMERCEandB2B.COM | @justin_king 6
Transformation is about complete change
6 | Img source: http://www.forgivenessministries.com/pdshop/shop/category.aspx?catid=6
Isn’t transformation an awesome word? Offensive and Powerful
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CONTRASTED WITH…
ECOMMERCEandB2B.COM | @justin_king 8
an interaction between an organization and a
customer as perceived through a customer’s
conscious and subconscious mind. It is a blend of
an organization’s rational performance, the senses
stimulated and the emotions evoked and intuitively
measured against customer expectations across all
moments of contact.
See more at: http://www.beyondphilosophy.com/customer-experience/#sthash.byLZKnMK.dpuf
Customer Experience is:
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Dramatic change
versus the sub-
conscious mind?
The two words don’t
really go together
do they?
ECOMMERCEandB2B.COM | @justin_king 10
We often talk about Customer Experience defensively
10 10 10 | Img source: http://tomsworkbench.com/2012/03/28/wax-on-wax-off//
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Or how it is about connecting emotionally
11 11 11 | Img source: http://www.ldrmagazine.com/blog/2013/10/28/movie-review-monday-sleepless-seattle/
ECOMMERCEandB2B.COM | @justin_king 12 12 12 12 12 | Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football
Yet, transformation is aggressive
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Or we tell a story of a GOOD customer experience
13 13 13 | Img source: http://thedisneyblog.com/
ECOMMERCEandB2B.COM | @justin_king
or BAD
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United Breaks Guitars https://www.youtube.com/watch?v=5YGc4zOqozo-
ECOMMERCEandB2B.COM | @justin_king 15 15 15 15 | Img source: http://www.wisegeek.com/what-is-an-emotional-quotient-eq.htm
But emotional,
defensive, or cute
stories do not
resonate in the
board room…
ECOMMERCEandB2B.COM | @justin_king 16
So, how do the words
transformation and
customer experience go together?
Or do they go together at all?
ECOMMERCEandB2B.COM | @justin_king 17
To answer this question, let
me tell you a story.
true
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Remember the 33
Chilean miners that
were trapped
underground for 69
days.
It took 17 days to
reach the men in
their cavern.
ECOMMERCEandB2B.COM | @justin_king 19 19 19 19 19 19 | Img source: http://www.bbc.co.uk/news/uk-wales-22058752
For 17 days, all
they had to eat was
a few rations and
water from an oily
cistern.
They were starving.
ECOMMERCEandB2B.COM | @justin_king 20 20 20 20 20 20 20 | Img source: http://www.bbc.co.uk/news/uk-wales-22058752
Once they reached
the men and
widened the tunnel,
the rescuers sent
down basic foods
to even out their
diet.
ECOMMERCEandB2B.COM | @justin_king 21 21 21 21 21 21 21 21 | Img source: http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/
Eventually, they
started receiving
professionally
cooked and
personalized
meals.
ECOMMERCEandB2B.COM | @justin_king 22
Then something interesting
happened. They went from
starving to basic foods to eating
the best food of their lives
and their expectations changed…
ECOMMERCEandB2B.COM | @justin_king 23
They started sending back food that wasn’t up to their new
expectations. Not hot enough, not
tasty enough, whatever didn’t
meet their expectations
ECOMMERCEandB2B.COM | @justin_king
MORAL OF THE STORY
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ECOMMERCEandB2B.COM | @justin_king 25 25 25 25 25 25 25 25 25 | Img source: http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/
expectations change REALLY FAST
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and if you set expectations
high enough, you can induce
a negative reaction when
those expectations are not met
ECOMMERCEandB2B.COM | @justin_king 27 27 27 27 27 | Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football
So, Customer
Experience SHOULD
be an aggressive,
offensive, competitive
advantage, “sweep
the leg, Johnny!”
approach to your
business.
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Set expectations on your web
site that are so high, that
whenever they go anywhere
else and those expectations
are not met, they have a negative reaction.
ECOMMERCEandB2B.COM | @justin_king 29 29 29 29 29 29 | Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football
Do you think Jeff Bezos
thinks about Customer
Experience as a
defensive response and
meeting some
emotional need of a
customer through the
sub-conscience?
ECOMMERCEandB2B.COM | @justin_king 30
Or is CX an aggressive, offensive
high expectations setting,
competitive advantage?
ECOMMERCEandB2B.COM | @justin_king 31 31 31 31 31 31 31 31 31 31 | Img source: http://emergeblog.net/shareholders/why-are-llc-operating-agreements-so-complicated/attachment/corporate-board-member-roundtable/
take THAT message to your next board meeting
ECOMMERCEandB2B.COM | @justin_king
SOME THOUGHTS • I built this because of a disconnect in the boardroom asking what
does customer experience really matter?
• Of course the presentation of this is only about 4 slides long, but I
love the idea of SlideDocs or BlogSharing to convey an idea. I ain’t
a good writer, but I love putting slides together.
• If you want to learn more about the Chilean Miners – read
Jonathan Franklins’ book 33 Men. It is a fantastic story and book.
• If you are under the age of 30, my Cobra Kai and Sweep the Leg
references (which I thought was brilliant BTW) were probably lost
on you. Go rent The Karate Kid. The real one with Ralph Macchio,
not Jaden Smith. If you got the reference, you thought it was
brilliant too .
• These are my thoughts, and not of my employer. Blah blah blah.
• I will no longer be blogging, only putting together these SlideDocs.
I love them.
• Let me know what you think - @justin_king.
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