Managing the Customer Experience

(1)

Managing the Customer Experience

Steven Shepard

+1-802-238-1007 (Mobile)

[email protected]

(2)

FIRST, A QUESTION:

WHAT DO WE MEAN BY CUSTOMER

EXPERIENCE?

(3)

• 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?

(4)

A Few Facts

• 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

(5)

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 and gamification

• Smart Cities

• eHealth

• People

(6)

Or: Consider THIS Particular Hairball

Cloud

IP

Analytics

M2M

Big

Data

Broadband

Apps

(7)

A Moment of Brutal Honesty

How many of you were born between:

– 1925 – 1945

– 1946 – 1964

– 1965 – 1981

– 1982 – 2004

(8)

Silent (Adaptive); 50M

Baby Boomer

(Idealist); 74M

Gen-X (Nomad); 46M

Millennials

(Hero); 90M

(9)

Well-Being

Social

Crisis

Social Unrest

Discomfort

Silents

50M

Baby

Boomers

72M

Gen-Xers

46M

Millennials

75M

(10)

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’

(11)

Generation X

• Their other name – and the

reason

• Unprotected, criticized

children; parental opinion?

• Independent, self-reliant,

entrepreneurial, pragmatic

adults

• The ‘Jerry Maguire’

generation

(12)

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

• ‘A generation of litigators’

– Technology is a lifestyle—not an option

– Collaboration is everything

• Group decision-making

• Social

• The ‘Three Musketeers’ generation

“He’s here, in the CEO’s office…”

“from which you may choose…”

(13)

A Quiz: Which Generation?

• This generation wants:

– A good job

– Recognition and reward for good work

– Work-life balance

– A challenging work environment

– Good technology

(14)

Putting it Together

• ALL members of ALL generations fundamentally

want the same things—but on their own terms

• The key: Understand (culturally) what

motivates, rewards, drives, attracts, and

retains members of each generation

(15)

(16)

• No broadcast TV; no print

media; skip online ads;

block browser ads

• Content-on-demand;

multiscreen lifestyle; short

attention span; pictures

better than words

• Brands, commercial

messaging MUST do more

than sell something

(17)

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

– Don’t have same standards for traditional work-day (e.g. tardy)

– Job jump

(18)

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

(19)

A CONVERSATION:

WHAT DOES THIS MEAN TO YOU

AND YOUR BUSINESS?

(20)

(21)

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,

scripts, problems are properly resolved

(22)

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

world

(23)

What Business Are You In?

Company What it looks like

What it really is

Disney

Media, animation,

entertainment

Kodak

Film, paper, processing

Nike

Sports equipment and apparel

Harley

Davidson

Nostalgia-oriented motorcycles

Apple

High quality innovative

technology products

Nordstrom

Upscale fashion and apparel

_store

(24)

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

(25)

Closing Thoughts

If you want something different, you

have to do something different

(26)

Group Exercise

• Consider Great America’s

– Vision

– Values

– Mission

– Strategies

– Goals

• Question to ask yourself:

– Do you have all of the above?

– Do you know them?

– Are all employees aware of them?

– Is your organization guided by them?

(27)

Thank you!

Steven Shepard

+1-802-238-1007