The document discusses how customer experience should be viewed as an aggressive competitive advantage rather than a defensive response. It tells a story about Chilean miners who had their expectations dramatically increased during their rescue, causing them to reject meals that did not meet their new, high standards. The author argues that companies should set extremely high customer experience expectations on their websites so that when customers interact with other brands, they will have a negative reaction from not having their expectations met. Viewing customer experience as an offensive, expectation-setting strategy can be a more persuasive argument to executive teams.

1. ECOMMERCEandB2B.COM | @justin_king 1
Justin King | @justin_king

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

3. ECOMMERCEandB2B.COM | @justin_king 3
what if you
can’t
-46%
+22.5%
CX leaders
CX laggards
Customer Experience Laggards vs Leaders: 5-year stock performance
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!!”

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

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

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

7. ECOMMERCEandB2B.COM | @justin_king 777 | Img source http://blogs.bgsu.edu/aclevel/2013/09/11/contrast-and-affinity/
CONTRASTED WITH…

8. ECOMMERCEandB2B.COM | @justin_king 8
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
Customer Experience is:

9. ECOMMERCEandB2B.COM | @justin_king 999 | Img source: http://www.geniusawakening.com/genius-brain/subconscious-mind-controls-behavior/
Dramatic change
versus the sub-
conscious mind?
The two words don’t
really go together
do they?

10. ECOMMERCEandB2B.COM | @justin_king 10
We often talk about Customer Experience defensively
101010 | Img source: http://tomsworkbench.com/2012/03/28/wax-on-wax-off//

11. ECOMMERCEandB2B.COM | @justin_king 11
Or how it is about connecting emotionally
111111 | Img source: http://www.ldrmagazine.com/blog/2013/10/28/movie-review-monday-sleepless-seattle/

12. ECOMMERCEandB2B.COM | @justin_king 1212121212 | Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football
Yet, transformation is aggressive

13. ECOMMERCEandB2B.COM | @justin_king 1313
Or we tell a story of a GOOD customer experience
131313 | Img source: http://thedisneyblog.com/

14. ECOMMERCEandB2B.COM | @justin_king
or BAD
14
United Breaks Guitars
https://www.youtube.com/watch?v=5YGc4zOqozo-

15. ECOMMERCEandB2B.COM | @justin_king 15151515 | Img source: http://www.wisegeek.com/what-is-an-emotional-quotient-eq.htm
But emotional,
defensive, or cute
stories do not
resonate in the
board room…

16. ECOMMERCEandB2B.COM | @justin_king 16
So, how do the words
transformation and
customer experience
go together?
Or do they go together at all?

17. ECOMMERCEandB2B.COM | @justin_king 17
To answer this question, let
me tell you a story.
true

18. ECOMMERCEandB2B.COM | @justin_king 1818181818 | Img source: http://www.washingtonpost.com/wp-dyn/content/gallery/2010/10/12/GA2010101205424.html
Remember the 33
Chilean miners that
were trapped
underground for 69
days.
It took 17 days to
reach the men in
their cavern.

19. ECOMMERCEandB2B.COM | @justin_king 191919191919 | Img source: http://www.bbc.co.uk/news/uk-wales-22058752
For 17 days, all
they had to eat was
a few rations and
water from an oily
cistern.
They were starving.

20. ECOMMERCEandB2B.COM | @justin_king 20202020202020 | 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.

21. ECOMMERCEandB2B.COM | @justin_king 2121212121212121 | Img source: http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/
Eventually, they
started receiving
professionally
cooked and
personalized
meals.

22. ECOMMERCEandB2B.COM | @justin_king 22
Then something interesting
happened. They went from
starving to basic foods to eating
the best food of their lives
and their expectations changed…

23. ECOMMERCEandB2B.COM | @justin_king 23
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

24. ECOMMERCEandB2B.COM | @justin_king
MORAL OF THE STORY
24

25. ECOMMERCEandB2B.COM | @justin_king 252525252525252525 | Img source: http://blog.munchery.com/2012/04/meet-chef-michelle-harrison/
expectations change REALLY FAST

26. ECOMMERCEandB2B.COM | @justin_king 26
and if you set expectations
high enough, you can induce
a negative reaction when
those expectations are not met

27. ECOMMERCEandB2B.COM | @justin_king 2727272727 | Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football
So, Customer
Experience SHOULD
be an aggressive,
offensive, competitive
advantage, “sweep
the leg, Johnny!”
approach to your
business.

28. ECOMMERCEandB2B.COM | @justin_king 28
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.

29. ECOMMERCEandB2B.COM | @justin_king 292929292929 | Img source: http://www.g33kwatch.com/editorials/g33kbowl/round-by-round-draft-analysis-2013-g33kbowl-fantasy-football
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?

30. ECOMMERCEandB2B.COM | @justin_king 30
Or is CX an aggressive, offensive
high expectations setting,
competitive advantage?

31. ECOMMERCEandB2B.COM | @justin_king 31313131313131313131 | Img source: http://emergeblog.net/shareholders/why-are-llc-operating-agreements-so-complicated/attachment/corporate-board-member-roundtable/
take THAT message to your next board meeting

32. ECOMMERCEandB2B.COM | @justin_king
Let me know how
it goes
@justin_king
justin@ecommerceandb2b.com
32

33. ECOMMERCEandB2B.COM | @justin_king
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.
33

34. ECOMMERCEandB2B.COM | @justin_king
ECOMMERCEandB2B.COM
@justin_king
justin@ecommerceandb2b.com
34