A New Take on CX: Transformation and Customer Experience

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Information about A New Take on CX: Transformation and Customer Experience

Published on February 25, 2014

Author: jekingcom

Source: slideshare.net


To create a great digital customer experience, many companies have to transform their businesses. While we talk about Transformation and Customer Experience together, these words mean drastically different things. In this SlideDoc I present a new way to look at Customer Experience as it fits into Transformation.


We want to create a great experience for our customers, regardless of the channel. although I will focus on digital ECOMMERCEandB2B.COM | @justin_king 2

Customer Experience Laggards vs Leaders: 5-year stock performance what if you can’t CX leaders +22.5% -46% CX laggards To convince our executive teams, we might be tempted to put up a slide like this to say “LOOK AT THE LAGGARDS WITHOUT CUSTOMER EXPERIENCE!!” ECOMMERCEandB2B.COM | @justin_king 3

However, when you remove everything else you hear a consistent message from the leaders… ECOMMERCEandB2B.COM | @justin_king CX leaders +22.5% 4

ransformation through Customer Experience T CX leaders +22.5% ECOMMERCEandB2B.COM | @justin_king 5

Isn’t transformation an awesome word? Offensive and Powerful Transformation is about complete change 6 Img source: http://www.forgivenessministries.com/pdshop/shop/category.aspx?catid=6 6 |ECOMMERCEandB2B.COM | @justin_king

CONTRASTED WITH… 7 Img 7 |ECOMMERCEandB2B.COM | @justin_kingsource http://blogs.bgsu.edu/aclevel/2013/09/11/contrast-and-affinity/

Customer Experience is: an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact. See more at: http://www.beyondphilosophy.com/customer-experience/#sthash.byLZKnMK.dpuf ECOMMERCEandB2B.COM | @justin_king 8

Dramatic change versus the subconscious mind? The two words don’t really go together do they? 9 Img source: http://www.geniusawakening.com/genius-brain/subconscious-mind-controls-behavior/ 9 |ECOMMERCEandB2B.COM | @justin_king

We often talk about Customer Experience defensively 10 ECOMMERCEandB2B.COM | @justin_kingImg source: http://tomsworkbench.com/2012/03/28/wax-on-wax-off// 10 |

Yet, transformation is aggressive 11 Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football ECOMMERCEandB2B.COM | @justin_king 11 |

Or we tell a story of a GOOD customer experience ECOMMERCEandB2B.COM | @justin_king 12 | 12 Img source: http://thedisneyblog.com/

or BAD United Breaks Guitars https://www.youtube.com/watch?v=5YGc4zOqozoECOMMERCEandB2B.COM | @justin_king 13

But emotional, defensive, or cute stories do not resonate in the board room… 14 Img source: ECOMMERCEandB2B.COM | @justin_king http://www.wisegeek.com/what-is-an-emotional-quotient-eq.htm 14 |

So, how do the words transformation and customer experience go together? Or do they go together at all? ECOMMERCEandB2B.COM | @justin_king 15

To answer this question, let me tell you a story. true ECOMMERCEandB2B.COM | @justin_king 16

Remember the 33 Chilean miners that were trapped underground for 69 days. It took 17 days to reach the men in their cavern. 17 Img source: http://www.washingtonpost.com/wp-dyn/content/gallery/2010/10/12/GA2010101205424.html ECOMMERCEandB2B.COM | @justin_king 17 |

For 17 days, all they had to eat was a few rations and water from an oily cistern. They were starving. ECOMMERCEandB2B.COM | @justin_king 18 | 18 Img source: http://www.bbc.co.uk/news/uk-wales-22058752

Once they reached the men and widened the tunnel, the rescuers sent down basic foods to even out their diet. ECOMMERCEandB2B.COM | @justin_king 19 | 19 Img source: http://www.bbc.co.uk/news/uk-wales-22058752

Eventually, they started receiving professionally cooked and personalized meals. 20 Img source: ECOMMERCEandB2B.COM | @justin_king http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/ 20 |

Then something interesting happened. They went from starving to basic foods to eating the best food of their lives and their expectations changed… ECOMMERCEandB2B.COM | @justin_king 21

They started sending back food that wasn’t up to their new expectations. Not hot enough, not tasty enough, whatever didn’t meet their expectations ECOMMERCEandB2B.COM | @justin_king 22


expectations change REALLY FAST 24 Img source: ECOMMERCEandB2B.COM | @justin_king http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/ 24 |

and if you set expectations high enough, you can induce a negative reaction when those expectations are not met ECOMMERCEandB2B.COM | @justin_king 25

So, Customer Experience SHOULD be an aggressive, offensive, competitive advantage, “sweep the leg, Johnny!” approach to your business. 26 Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football ECOMMERCEandB2B.COM | @justin_king 26 |

Set expectations on your web site that are so high, that whenever they go anywhere else and those expectations are not met, they have a negative reaction. ECOMMERCEandB2B.COM | @justin_king 27

Do you think Jeff Bezos thinks about Customer Experience as a defensive response and meeting some emotional need of a customer through the sub-conscience? 28 Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football ECOMMERCEandB2B.COM | @justin_king 28 |

Or is CX an aggressive, offensive high expectations setting, competitive advantage? ECOMMERCEandB2B.COM | @justin_king 29

take THAT message to your next board meeting 30 Img source: http://emergeblog.net/shareholders/why-are-llc-operating-agreements-so-complicated/attachment/corporate-board-member-roundtable/ ECOMMERCEandB2B.COM | @justin_king 30 |

Let me know how it goes @justin_king justin@ecommerceandb2b.com ECOMMERCEandB2B.COM | @justin_king 31

SOME THOUGHTS • I built this because of a disconnect in the boardroom asking what does customer experience really matter? • Of course the presentation of this is only about 4 slides long, but I love the idea of SlideDocs or BlogSharing to convey an idea. I ain’t a good writer, but I love putting slides together. • If you want to learn more about the Chilean Miners – read Jonathan Franklins’ book 33 Men. It is a fantastic story and book. • If you are under the age of 30, my Cobra Kai and Sweep the Leg references (which I thought was brilliant BTW) were probably lost on you. Go rent The Karate Kid. The real one with Ralph Macchio, not Jaden Smith. If you got the reference, you thought it was brilliant too . • These are my thoughts, and not of my employer. Blah blah blah. • I will no longer be blogging, only putting together these SlideDocs. I love them. • Let me know what you think - @justin_king. ECOMMERCEandB2B.COM | @justin_king 32

ECOMMERCEandB2B.COM @justin_king justin@ecommerceandb2b.com ECOMMERCEandB2B.COM | @justin_king 33

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