Customer Experience presentation for SOBCon 2013: The Customer-Centric Business

1. See What Your
Customers See

3. Cognitive Dissonance
…is the discomfort experienced when simultaneously holding two or
more conflicting cognitions: ideas, beliefs, values or emotional reactions.
In a state of dissonance, people may sometimes feel "disequilibrium":
frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.
…people have a motivational drive to reduce dissonance by
altering existing cognitions, adding new ones to create a
consistent belief system, or alternatively by reducing the
importance of any one of the dissonant elements.

6. Be As Objective
as You CAN Be.

8. Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy
Pre-Sale Engagement Trial Buy Meets
Expectation
Delight Proactive
Pre-Need Casual
Research
Evaluation Onboarding/
Deployment
Might Leave Testimonial Offers
Feedback
First
Impression
Comparison
Shopping
Post-
Purchase
Exceeds
Expectation
Tells
Others
YOUR Customer’s Journey

9. Be Where Your Customers
Are.

10. Don’t Be Afraid to Play A Role.

11. Stop Obsessing About Your
Brand. (Your customers aren’t.)

12. What Are Your Customers Seeking?

13. Your Competition Is Setting
Your Customer’s Expectations

14. Write It Down!

15. Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy
Pre-Sale Engagement Trial Buy Meets
Expectation
Delight Proactive
Pre-Need Casual
Research
Evaluation Onboarding/
Deployment
Might Leave Testimonial Offers
Feedback
First
Impression
Comparison
Shopping
Post-
Purchase
Exceeds
Expectation
Tells
Others
YOUR Customer’s Journey