FIRST, A QUESTION:
WHAT DO WE MEAN BY CUSTOMER
EXPERIENCE?
Some Examples
•
Nordstrom’s
•
Four Seasons
Golden Circle
Why
How
“People don’t buy
what
you do, they buy
why
you do it.”
Functional
Emotional
Experience
Memories
Loyalty
Value
Rings of Value
•
What is our value proposition?
•
Who should we attract—and why?
•
What are the key differences between us and the
competition?
•
What value do we bring, from the perspective of our
clients?
•
What is our greatest threat?
•
What are our rings of value?
A Few Facts To Thrill & Chill You
•
Between the beginning of time and 2003, humanity generated 5
exabytes (5 billion gigabytes) of data. Today ...
•
50% of 5-year-olds in the USA have access to a smartphone
•
60% of
ALL
humans routinely send text messages
•
Nielsen Rating System shifts from monitoring 20,000 households to
listening to 25 million people via social media
Convergence of Technology/Trends
•
Mobility
•
Location-Based Services
•
Internet of Things (IOT)
•
Cloud
•
Consumerization of IT
•
Social Media
•
Unified Communications
•
Security
•
Big Data
•
Next generation app development
•
3D printing
•
Dumb Terminal 2.0
•
Game Theory
•
Smart City
•
eHealth
•
People
Smarter Planet
The Changing Market
•
Time for a moment of brutal honesty.
•
How many of you were born:
–
1925 – 1945
–
1946 – 1964
–
1965 – 1981
–
1982 – 2004
Silent (Adaptive)
Baby
Boomer
(Idealist)
Gen-X (Nomadic)
Millennials
(Institution-
builders)
Baby Boomers
•
Indulged as children
•
Driven by deeply-held values as
adults
•
Narcissistic; relatively few kids
•
Work defines who you are, not what
you do
Generation X
•
Their other name – and the
reason
•
Unprotected, criticized
children; parental opinion?
•
Independent, self-reliant,
entrepreneurial, pragmatic
adults
•
The “Jerry Maguire”
generation
Millennials
•
Largest generation in human history
•
Group-oriented, problem solvers,
institution builders
•
Optimistic, long-term planners, high
achievers
•
An extraordinarily social, group-oriented
generation
•
SIGNIFICANT risk-takers
•
Protected and revered trophy children
•
Believe they have the potential to be
great - and probably do
Common Challenges
•
Customers
–
Buy on-line
–
Less loyalty to brand and company (price driven)
–
Don’t have desire or expertise to understand ROI or TCO
–
Expect a multi-modal experience (web, txt, phone, f2f, FB,
etc.)
•
Employees
–
Don’t understand, recognize, or appreciate hierarchy
–
Very low loyalty to company they work for (unless…)
–
Get bored easily
–
Want their company to invest in them
Millennials At Work
•
Need lots of positive feedback (lots!)
•
Want to make a difference
•
Job should have purpose and meaning beyond money
•
Want to be mentored (and will quit if they aren’t)
•
Don’t want to let the team down
•
45% choose flexibility over money
•
Will work very hard
•
Highly ethical
•
59% say technology is a key
criterion for where they work
•
Highly collaborative
Millennials and Healthcare
•
2015: First year that Millennials outnumber Xers in the
workplace
•
Have no personal relationship with provider
–
‘Wouldn’t recognize me on the street’
•
Want to use mobile apps to book appointments
•
Online reviews to select providers
•
Want more personal “coaching” with regard to
healthcare than previous generations
A CONVERSATION: WHAT DOES
THIS INFORMATION MEAN TO
What’s NOT Working
Activity
Reason
Cold Calling (dialing for dollars)
Saturation, Competition, Mature markets.
Mass advertising (print, eMail, broadcast) Not personalized/targeted.
Low price
Did it ever work? No value.
Solution Selling
It’s OK at the end but not at the
beginning.
Talking about your company and how
great they are (standard sales pitch)
Boooooring, uninspiring, and just like your
competition. Idle promises.
Traditional brand related activities
Old, tired & exaggerated. Empty
promises, not always consistent to the
experience.
Reactive or inbound customer service
Low quality & personal connection,
What Matters To Your Customers
•
Alignment between their values and yours
•
A unique position in the market
•
An understanding of where you’re going and
what you represent
•
A
genuine
relationship
•
Ease of doing business
•
Expertise from you in
their
What Business Are You In?
Company What it looks like
What it really is
Disney
Media, animation,
entertainment
Make people happy
Kodak
Film, paper, processing
Film, paper, processing
(should have been: image
enhancement, make memories)
Nike
Sports equipment and apparel
Personal best, athletic success
Harley
Davidson
Nostalgia-oriented motorcycles
Freedom, rebel, part of the gang
Apple
High quality innovative
technology products
Challenge the status quo, be
different, believe in changing the
world
Nordstrom
Upscale fashion and apparel
store
Unrivaled customer experience
that makes you feel special,
valued, and pampered
Leadership And Culture
Differentiation comes from value-creation,
Value-creation comes from culture,
Culture comes from vision and values,
Vision and values comes from
leadership
The entire organization must be on the same page
The customer experience must be consistent and special
Relationships must be deep, wide, and genuine
Closing Thoughts
If you want something different, you
have to do something different
Group Exercise
•
Consider your company’s/organization’s
–
Vision
–
Values
–
Mission
–
Strategies
–
Goals
•
Question to ask yourself
–
Do you have all of the above?
–
Do you know them?
Thank you!
Steven Shepard
+1-802-238-1007
