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The Road to Customer Delight in the Digital Age
1. Beyond Websites: The Road to Delight
in the Age of the Customer
Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth
2.
3. Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth
19. “Yes, delight. A squishy, subjective, hard-to-pin-down term.
So daringly unquantifiable, so proudly immeasurable. And
now, suddenly, all the rage in data-driven Silicon Valley.”
“In the surest sign that delight may be on the cusp of morphing
from insurgent idea to overused buzzword, Microsoft and Dell
have embraced it. It's the corporate equivalent of parents joining
Facebook, making it instantly uncool.”
“Hold the eye rolls, however, because underneath its trendiness
and the suspicion that it's just some new marketing babble, the
talk of delight signals a radical shift in the way Silicon Valley
creates products.”
30. Digital Experience Readiness
Competency
What is it?
Vision
A well communicated short and long term vision
for the role of digital and experience
Culture & Governance
The right roles on the team to achieve your goals
with a written governance model
Customer Insight
Active programs to gather customer data and well
understood personas to design from
Content
An internal owner for content and an ongoing
program to plan, manage and deliver it
Technology
Technology systems and roadmap that can
deliver on the short and medium term needs
of the organization
Operations
An operational model for executing ongoing
projects across the organization
Data & Optimization
A data-driven continuous improvement program
that yields ongoing lift and learnings.
Grade
34. Four Keys to Organizational Readiness
• Ready to engage
– Organization has started planning and preparing for change with
existing research prepared to inform next steps.
• Senior leaders as active stakeholders
– Marketing, technology and executive leaders are bought into the idea of
digital transformation.
• Access to customers and data
– Ready to collaborate to better understand the voice of the customer and
use real customers to inform strategy.
• Willing to co-create vision and strategy
– A willingness to participate in the process in order to co-create the
strategy and vision for the organization.
42. Document the surrounding customer journey
All of the steps the customer takes
receives
statement
in mail
throws
statement
on desk &
ignores
sees
charge
that looks
wrong
logs in
to website
tries to get
details
about
charge
calls
customer
service
talks
to CSR
All of the touchpoints the customer interacts with
envelope
paper
statement
mobile
phone
IVR
Twitter
tweets
in
frustration
43. Assess the relative importance of each touch point
Business
Benefit
Customer
Benefit
User Impact
Overall
Scale 1=low, 2=medium, 3=high
49. AIM: Map
Prioritizing the initiatives
Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Hinweis der Redaktion
We respect what we can measure – improve and report.The top of lead funnel is often described by V words -- Volume, Velocity and Value. In contrast Customers experience is measured in the 3P’s -- preference, performance, and persistence.Research from Bain, Forrester, and Temkin Group
10:20 to 10:30
Introduce DX 7.helps reveal problems, align business units/bust silos.
Review the chart. Explain how to rate (A through F)