Raising the Bar on Customer Experience
Slides hosted on www.slideshare.net)
Empowered consumers, fueled by new technologies and ever-increasing expectations, are demanding more and more dynamic and relevant experiences from the brands they support.
The days of blind loyalty are gone, and customer are quick to choose the competition when their expectations are left unsatisfied. Regardless of B2B or B2C, businesses are appropriately turning to Customer Experience Management (CEM) as their answer to this trend. As the de facto owner of digital channels, the Marketing organization typically leads the way by deploying a suite of next generation content technologies to tailor digital experiences for prospects and customers.
However, marketers should be mindful that merely focusing on the pre-purchase and buyer journeys alone will merely heighten expectations and leave customers even less satisfied if the rest of the organization fails to improve its products, services and numerous non-marketing-led interactions in parallel. Organizations with this lopsided view of customer experience will lose customers even faster than those who do nothing at all.
In this presentation, Scott Liewehr will identify the trends in customer experience management, and he will help audience members alike understand both the benefits and potential pitfalls of today’s outlook on customer experience.