Post on 14-Apr-2017
@WayneNH#SXSW429
439: Customer Experience
Bootcamp
Wayne Kurtzman
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman.
Original content retained by original owner.
1
@WayneNH#SXSW429
439Of the original Fortune 500 are no longer in business.
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.2Source: @Mark_J_Perry and AEI.org
@WayneNH#SXSW429
What happened?
•Relevancy• Technology / “Creative Disruption”• The Voice of the Customer has returned!
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.3
@WayneNH#SXSW429
RelevancyIf you can’t stay relevant in your customers lives, they will move on.
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.4
@WayneNH#SXSW429
The 1890s called:They want their FUNNEL back
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.5
Prospecting
Qualifying Opportunities
Identifying needs
Value Prop
Proposal
Negotiation
Sale
@WayneNH#SXSW429
Influence Loop
Based on the Altimeter Dynamic Customer Journey
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.6
Formulation
Awareness
Consideration
PreCommerce
Evaluation
Commerce
Purchase
PostCommerce
Experience
Loyalty
Advocate
@WayneNH#SXSW429
where people learn, act, react, transact and affect transactionsin real time.
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.7
The Internet is a place
And the customer experience starts before prospects reach the company.
- Wayne Kurtzman inspired By Jeff Jarvis
@WayneNH#SXSW429
Bad Social Media (Examples)
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.8
@WayneNH#SXSW429
Technologyis not disruptive.
John HagelDirector and Co-Chairman
DeloitteCenter for the Edge
as
It is the economythat makes it disruptive.
@WayneNH#SXSW429
What is a Brand? “Today, a brand is the product, team culture and community voice.”
- Joanna Lord
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.10
“Today, a brand is the product, team culture, community voice and
experience the person has with the brand.”
- Joanna Lordand Wayne Kurtzman
@WayneNH#SXSW429
We’ll answer
What can you really do about it?
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.11
@WayneNH#SXSW429
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.12
will never forget how you made them feel
@WayneNH#SXSW429
“people will never forget how you made them feel.”
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.13
B2B
B2C
H2H@BryanKramer
Customer Experience is about the
Human Experience
@WayneNH#SXSW429
This session will enable you to:
• Understand how we got here – and why it matters• What the leading experts are saying to do now, and later• Start to identify when and where prospects become aware of you or
your product(s)• How they feel about you now• Hands-on methods to quantify and report• The different metrics across the enterprise
• Check internal processes• Are they meeting the needs of customers/prospects
• Review popular free and paid tools to help• Identify your opportunity to get this right, and quantify $
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.14
@WayneNH#SXSW429
About Wayne Kurtzman
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.15
@WayneNH#SXSW429
Coming This Spring
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman. Original content retained by
original owner.16
@WayneNH#SXSW429
439: Customer Experience
Bootcamp
Wayne Kurtzman
(c) 1996 - 2016 BeyondThe.Biz/Wayne Kurtzman.
Original content retained by original owner.
17