Will You Be Customer Worthy in 2012 part1 of 6 MRHoffman detailed notes NACCM
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This document discusses technology trends for 2012, including the growth of mobile apps and networks connecting devices. It notes data will drive more automated services and algorithms. Geniuses who can recognize patterns in data will be in demand. While fake intimacy may spread online, memory and experiences will fade more quickly. Overall contexts and customer experiences will be disrupted by new technologies and frameworks.
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Will You Be Customer Worthy in 2012 part1 of 6 MRHoffman detailed notes NACCM
- 3. CUSTOMER WORTHY in 2012? 1. Local Local Local… Context 2. Apps – Free or Fee Nation – $.99 for your thoughts 3. Network of things – you are your devices 4. Data is the robot 5. Geniuses – They are everywhere - Find’em Recognize them 6. Fraud For Granted - Fugetaboutit 7. Real Fake, Fake Real - Fake intimacy at a massive scale 8. Memory loss, bad experiences “half life” – 9. Algorithms & alerts replace reporting
- 5. Continue to NACCM Part 2 Continue to Part 2- 2012 APPS Trending Part 3: Disruption and Interruptions Part 4: Geeky customer experience stuff, Occupy Everywhere, Passion, customerpayback.com Part 5: Internet of Things, Privacy & Piracy, CxC & Customer Experience Frameworks Role Part 6: Customer Frameworks + Algorithms + Customer Geniuses; Summary & Additional Predictions
Hinweis der Redaktion
- It is my pleasure to be invited to speak to the 2012 North American Conference on Customer Management. And it is an honor to speak to such an influential audience about the future of customer experience as so many of you are the influencers for some very large and some very impactful niche brands – and all of you will influence customers – directly and indirectly, consciously and through disparate associations that only your customers uniquely assemble.And as we think about “customers assembling” messages, assembling contacts to form an experience, notice that the visible part of the brochure page on this slide assembles a number of brands, - 11 brands to be exact – brands blended and assembled to form an experience is one of themes we’ll address today. Next slide
- Likewise, social is a moveable force that each company needs to reckon with – but notice - Look even Disney is out of control of their customer experience. Look at this site closely and you may notice the 4 out of 5 good reviews, if you are in marketing or the hotel manager your response might be “yeah” but slightly more inspection of the detail right above the ‘favorable’ instant review is “Rank”Rank is “120 out of 340 hotels in Orlando”? Really?How many people are staying here? How many of you think there are really 119 better hotels in Orlando? How many hotels have that unbelievable monorail cruising through them? Have direct, entertaining transportation to Disney World? How many have the whole Disney experience rolled up in them?Is 120 fair? …Customers think so. If I asked how many of you attending this conference are paying for your trip with your own money – or better yet, how many of you would pay rack rate to stay at “The Contemporary Resort” I bet your vote and your experience would be different.120th is the customer vote – more than the customer sentiment – in the case of Tripadvisor.com, we are measuring whether the Contemporary Resort is Customer Worthy… www.customerworthy.com
- SO here we go – What does it mean to be Customer Worthy in 2012?Since 2012 starts in just 6 weeks, I have taken the liberty of forecasting 18 months and covering part of 2013.And here is the list of have come up with – There is no way I am going to cover the entire list in 45 minutes – so I will weave most of these points into stories and examples and hopefully bring it all together in 45 minutes time.I will caution you that I an going to go fast – it’s a NJ thing, but I also need to let you know that some of this content will come back to you during your trip to the airport, on your flight home, on your way to work sometime next week and multiple times during the course of the year – that is by design – That part of the experience is intentional. Trust me.Maybe we need a context app – or Google maps to tell us if we are in the right room like here: http://bit.ly/vknBZg
- We can’t get more local than this scene from yesterday.I took this photo with my phone as we walked into our mid day session yesterday. I noticed almost everyone of us walked in the room and turned to walk out.Why did we all feel uncomfortable and out of place? Was it the worksheets on the wall, the tens of unfamiliar strangers in the room you did not recognize over the past two days? The different conference name on certain tables?All of the above?The issue was context – we were using or sharing someone else’s room – and nobody prepared us for this. Everything about the room, the signs, music, dress code, work on the walls, everything was decidedly not ours – Everything was out of context – you felt itThis is the same out of context experience customers feel when their expectations are not met. It’s what they experience when the sore experience isn’t quite right, when they can’t find what they want, or when what they really, really need isn’t in stock or when the heavily promoted, must have product…isn’t available.More simply it’s when customer service doesn’t serve, isn’t available, keeps you on hold. Or customer service help can not be found (who do you ask in this big empty room?)Context and local context – ultrapersonalization (gone wrong) is a big issue for 2012Next slide
- Part two bridges non-technical and technical aspects of customer experience management across sales, marketing, CRM, operations, service, delivery and IT. Hoffman’s goal is to make understanding and managing customers easy to understand across disciplines as he delivers highly technical concepts in rich, entertaining and passionate narratives that everyone understands.Hoffman builds from trends to tactics throughout the presentation and “hangs” all the concepts on the CxC Matrix, the customer experience management (CRM + BPM + metrics + predictive modeling) framework he describes in his book “Customer Worthy, why and how everyone in your organization must think like a customer”