Managing the Customer Experience

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1 Managing the Customer Experience Steven Shepard (Mobile)

2 FIRST, A QUESTION: WHAT DO WE MEAN BY CUSTOMER EXPERIENCE?

3 An Exercise: Rings of Value What is our value proposition? Who should we attract and why? What are the key differences between us and the competition? What value do we bring, from the perspective of our clients? What is our greatest threat? What are our rings of value?

4 A Few Facts Between the beginning of time and 2003, humanity generated 5 exabytes (5 billion gigabytes) of data. Today... 50% of 5-year-olds in the USA have access to a smartphone 60% of ALL humans routinely send text messages Nielsen Rating System shifts from monitoring 20,000 households to listening to 25 million people via social media - The Human Face of Big Data

5 Convergence of Technology/Trends Mobility Location-Based Services Internet of Things (IOT) Cloud Consumerization of IT Social Media Unified Communications Security Big Data Next generation app development 3D printing Dumb Terminal 2.0 Game Theory and gamification Smart Cities ehealth People Smarter Planet

6 Or: Consider THIS Particular Hairball Cloud Apps M2M IP Big Data Analytics Broadband

7 A Moment of Brutal Honesty How many of you were born between:

8 Silent (Adaptive); 50M Millennials (Hero); 90M Baby Boomer (Idealist); 74M Gen-X (Nomad); 46M

9 Silents 50M Well-Being Millennials 75M Social Crisis Discomfort Baby Boomers 72M Social Unrest Gen-Xers 46M

10 Baby Boomers Indulged as children Driven by deeply-held values as adults Narcissistic; relatively few kids Work defines who you are, not what you do The Lone Ranger generation

11 Generation X Their other name and the reason Unprotected, criticized children; parental opinion? Independent, self-reliant, entrepreneurial, pragmatic adults The Jerry Maguire generation

Millennials Largest generation in human history Group-oriented, problem solvers, institution builders; optimistic, long-term planners, high achievers An extraordinarily social, group-oriented

12 Millennials Largest generation in human history Group-oriented, problem solvers, institution builders; optimistic, long-term planners, high achievers An extraordinarily social, group-oriented generation SIGNIFICANT risk-takers Protected and revered trophy children A generation of litigators Technology is a lifestyle not an option Collaboration is everything Group decision-making Social The Three Musketeers generation from which you may choose He s here, in the CEO s office No what you SAID was

13 A Quiz: Which Generation? This generation wants: A good job Recognition and reward for good work Work-life balance A challenging work environment Good technology Independence

14 Putting it Together ALL members of ALL generations fundamentally want the same things but on their own terms The key: Understand (culturally) what motivates, rewards, drives, attracts, and retains members of each generation

15 Millennials Are Reshaping Business

lifestyle; short attention span; pictures better than

16 No broadcast TV; no print media; skip online ads; block browser ads Content-on-demand; multiscreen lifestyle; short attention span; pictures better than words Brands, commercial messaging MUST do more than sell something

17 Customers Buy on-line Common Challenges Less loyalty to brand and company (price driven) Don t have desire or expertise to understand ROI or TCO Expect a multi-modal experience (web, txt, phone, f2f, FB, etc.) Employees Don t understand, recognize, or appreciate hierarchy Very low loyalty to company they work for (unless ) Get bored easily Want their company to invest in them Don t have same standards for traditional work-day (e.g. tardy) Job jump

mentored (and will quit if they aren t) Don t want to let the team down 45% choose flexibility

18 Millennials At Work Need lots of positive feedback (lots!) Want to make a difference Job should have purpose and meaning beyond money Want to be mentored (and will quit if they aren t) Don t want to let the team down 45% choose flexibility over money Will work very hard Highly ethical 59% say technology is a key criterion for where they work Highly collaborative Very creative

19 A CONVERSATION: WHAT DOES THIS MEAN TO YOU AND YOUR BUSINESS?

20 GROWTH: THE OLD WAY AND THE NEW

21 What s NOT Working Activity Cold Calling (dialing for dollars) Mass advertising (print, , broadcast) Low price Solution Selling Talking about your company and how great they are (standard sales pitch) Traditional brand related activities Reactive or inbound customer service Reason Saturation, Competition, Mature markets. Not personalized/targeted. Did it ever work? No value. It s OK at the end but not at the beginning. Boooooring, uninspiring, and just like your competition. Idle promises. Old, tired & exaggerated. Empty promises, not always consistent to the experience. Low quality & personal connection, scripts, problems are properly resolved

22 What Matters To Your Customers Alignment between their values and yours A unique position in the market An understanding of where you re going and what you represent A genuine relationship Ease of doing business Expertise from you in their world Peace of mind

23 What Business Are You In? Company What it looks like What it really is Disney Kodak Nike Harley Davidson Apple Media, animation, entertainment Film, paper, processing Sports equipment and apparel Nostalgia-oriented motorcycles High quality innovative technology products Nordstrom Upscale fashion and apparel store Customers buy based on how the brand makes them feel

24 Leadership And Culture Differentiation comes from value-creation, Value-creation comes from culture, Culture comes from vision and values, Vision and values comes from leadership The entire organization must be on the same page The customer experience must be consistent and special Relationships must be deep, wide, and genuine The single most important thing a leader can do is cultivate a deliberate culture

25 Closing Thoughts If you want something different, you have to do something different Hope is not a strategy!

26 Group Exercise Consider Great America s Vision Values Mission Strategies Goals Question to ask yourself: Do you have all of the above? Do you know them? Are all employees aware of them? Is your organization guided by them?

27 Thank you! Steven Shepard

Managing the Customer Experience

Managing the Customer Experience Steven Shepard +1-802-238-1007 (Mobile) Steve@ShepardComm.com www.shepardcomm.com FIRST, A QUESTION: WHAT DO WE MEAN BY CUSTOMER EXPERIENCE? Some Examples Nordstrom s Four