Forrester came out with this report a couple of weeks ago where they, they observed that the typical customer journey, well there's only one experience. And that's, that's really hard for most companies. Deep context, not just say their relationship histories, which might come from a CRM system or their behaviors which might come from some analytics system or their exposures which might come from some sort of marketing system, but also their context right now, where are they in space, where are they moving, their geolocation? And you need to be able to action on that understanding in real time seamlessly. So putting the customer at the center of your, of your understanding of who they are across every single device, where you might encounter them. Bad data is the enemy of all these great intentions.Īnd what I mean by that is that you need to be customer-obsessed about your data. Which gets really to the second point of data and infrastructure. So everyone reads the Forrester reports and everyone has read the Bezos letters and if you ask companies, half of them will say that customer experience is a top priority, but it's not getting any better. And you need leadership with Jeff Bezos being the prime example of a leader who leaves a chair open in every room for the customer and in his most recent shareholder letter, if you hadn't seen it, he took time out to talk about how even he is worried about how divinely discontent customers are and how yesterday's wow quickly becomes today's ordinary. You need a new set of metrics that are based not just on short term KPIs, but did we meet and exceed customer expectations? Did we create experiences that they're going to go and tell their friends about. So culture, of course you need people working together across teams like never before. So what you could do about it is really two fold to make it really simplistic-culture and infrastructure. And they believe that in 2018, 30 percent will see further declines in experience. Forester runs a cx index every year and 2017 was the first year where the average brand saw no customer experience improvement or really twice as many brands saw declines in customer experience as saw improvements. Customer expectations are going up and companies at best, have flat lined in terms of their ability to deliver on those expectations. And the opportunity and challenge for all of you in this room, both for your brands and you personally, is that most companies in this world really suck at customer experience and it's only getting worse. If you're not customer obsessed, you're in a lot of trouble. And these days you have to be customer obsessed in a world of social media, GDPR, amorphous boundaries between different industries, tons of consumer choice. And it's really the epitome of customer obsessed business as opposed to competitor obsessed or company obsessed. Nursery gliding rocker.David Spitz: We're not just thinking about the future but who are operating in it on a, on a daily basis, whether we're talking about mobile centric experiences like these or omnichannel ones like these, what you guys are building are the future of customer experiences writ large.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |