Jet Cornejo "Branded Customer Experience that lasts a Lifetime"
Next Level Customer Experience: Differentiating Through the Branded Experience
-
Upload
substance151 -
Category
Marketing
-
view
66 -
download
0
Transcript of Next Level Customer Experience: Differentiating Through the Branded Experience
![Page 1: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/1.jpg)
Ida Cheinman
Principal and Creative Director
Substance151
SMPS UBER
@idacheinman
@substance151
NEXT LEVEL CUSTOMER EXPERIENCE (CX)
Differentiating Through the Branded Experience
![Page 2: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/2.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
THE STATE OF CUSTOMER EXPERIENCE
Source: Econsultancy, Quarterly Digital Intelligence Briefing: Trends 2016
89% Expect to Compete mostly on customer experience
70% Say understanding customer journeys is top priority
22% Name CX as the most exciting opportunity
![Page 3: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/3.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission. “Disney” photo: CC Angélique Hayne, flickr
VS.
![Page 4: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/4.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
Source: Bain & Company
COMPANIES THINK:
80% Of Companies think they are already providing A “superior experience”
8% Customers, however, felt that only 8% of companies deliver on that level
CUSTOMERS THINK:
![Page 5: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/5.jpg)
Customer Experience is the sum of all
engagements a customer has with your
brand, across all touchpoints, throughout
the lifecycle. It’s a blend of perceptions
and interactions.
![Page 6: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/6.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
CUSTOMER EXPERIENCE ARCHITECTURE
01. BRAND PLATFORM (Brand Definition: Promise, Purpose, Values, etc.)
02. CX STRATEGY (The Experience Brand Promises to Deliver)
03. CUSTOMER SEGMENTS
Customer Segment 1 CX CX CX
Customer Segment 1 CX CX CX
Etc. CX CX CX
04. TOUCHPOINTS Channel 1 Channel 2 Etc.
Source: Denise Lee Yohn
![Page 7: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/7.jpg)
1. BRAND PLATFORM
![Page 8: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/8.jpg)
When a company puts its brand at
the center of the organization, it’s able
to creatively design and consistently
deliver great customer experiences.
DENISE LEE YOHN
Author, What Great Brands Do
![Page 9: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/9.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
BRAND PLATFORM
» Outlines what a brand stands for
» Provides reasons to choose a brand
» Articulates how a brand is different
» Informs customer experience
Purpose (“Why”)
Positioning
Value Proposition
Brand Promise
Brand Essence
Personality
Brand Values
Brand Story
![Page 10: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/10.jpg)
2. CUSTOMER EXPERIENCE STRATEGY
![Page 11: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/11.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
DEFINE CX STRATEGY FOR YOUR FIRM
Define your intended customer experience
(aligned with your brand and corporate priorities)
Develop employee engagement plan
Outline and prioritize implementation strategies
and tactics (management, operations, marketing,
culture, resources needed, etc.)
1
2
3
![Page 12: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/12.jpg)
3. CUSTOMER
![Page 13: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/13.jpg)
The best experiences anticipate
people’s needs, tap into their emotions,
and engage the senses.
GENSLER
“Design Forecast 2017”
![Page 14: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/14.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
UNDERSTAND YOUR CUSTOMER
» Does your firm conduct regular customer surveys?
» Do you ask about the experience of doing business
with your firm?
» Do you map this data to customer lifecycle?
» Do you know why your customers choose/leave you?
» Do you use this information and data?
![Page 15: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/15.jpg)
All content and graphics ©Substance151. Photos: Wikimedia Commons.
Male, Born in 1948Grew up in England
Married for the 2nd time Vacations in the Alps
Wealthy
Prince Charles
Male, Born in 1948Grew up in England
Married for the 2nd time Vacations in the Alps
Wealthy
Ozzy Osbourne
Source: Dr. Peter Gentsch, Business Intelligence Group (B.I.G.)
![Page 16: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/16.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
DEEPEN RELATIONSHIPS AND BUILD TRUST
Do you know:
» When to deliver relevant communications
» What communication channels your customers prefer
» How frequently to contact customers throughout
their lifecycle
» When customers want to hear from you
![Page 17: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/17.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
CREATING CUSTOMER-OBSESSED CULTURE
Common characteristics of CX leaders:
1. Committed leadership
2. Compelling brand values consistently delivered
3. Employee engagement
4. Emphasis on customer feedback
Source: Temkin Group
![Page 18: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/18.jpg)
4. EXPERIENCE
![Page 19: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/19.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
DESIGNING EXCEPTIONAL EXPERIENCES
DELIVER PERSONALIZE ENGAGE OPTIMIZE
1 2 3 4
5
![Page 20: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/20.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
JOURNEY MAPPING
» Map out the entire customer journey (full lifecycle)
» Define all touchpoints
» Capture customer’s needs, wants, expectations and
actions for each touchpoint
» Repeat for each customer segment
» Inform your map with data, not opinion
![Page 21: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/21.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
CX JOURNEY
PURCHASE
ONBOARDING
RETENTION
CONSIDERATION
AWARENESS
ADVOCACY
![Page 22: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/22.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
CX JOURNEYSource: Gartner
![Page 23: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/23.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
CX JOURNEY WORKSHEET
CX Journey Phases Awareness Consideration Etc.
Touchpoints
Key Stakeholders
Customer Needs
Valuable Content
Perception/CX Type
Etc.
![Page 24: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/24.jpg)
PREPARING FOR THE FUTURE
![Page 25: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/25.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
MEET THE B2B CUSTOMER OF 2020
» Customers will expect companies to anticipate their
current and future needs
» Customers will demand personalization
» Customers will dictate the experience
![Page 26: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/26.jpg)
People want to experience extraordinary
experiences.
BRIAN SOLISAltimeter Group
![Page 27: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/27.jpg)
People want to experience extraordinary
experiences.
Experiences become brands and great
brands become experiences.
BRIAN SOLISAltimeter Group
![Page 28: Next Level Customer Experience: Differentiating Through the Branded Experience](https://reader031.fdocuments.us/reader031/viewer/2022012923/5a65a18f7f8b9a0a5f8b474f/html5/thumbnails/28.jpg)
All content and graphics ©Substance151. Do not use or reproduce without permission.
CX JOURNEY MAPPING EXERCISE
CX Journey Stages Stage 1 Stage 2 Etc.
Touchpoints
Key Roles/Job Titles
Needs/Wants
Content/Interactions
Perception/CX Type