Left side: Inside the Customer's Mind; Right side: Outside Actions and Analysis
Recently I attended The New Experience Economy, a webinar from 20 experts in the field of customer experience.
A link to the replay is below. I would recommend watching this webinar in its entirety (45 min.) or downloading the pdf transcript of the New Experience Economy webinar.
http://newexperienceeconomy.com/replay
Transcript
The New Experience Economy webinar transcript
What was said in the webinar is that customer experiences are becoming distinct economic offerings; and that new employment is going to come from offering customers great experiences.
Forrester believes that in 2010 we entered the age of the customer. We are migrating to virtual customer experiences online that replicate in-person experiences, like the webinar, for example.
Every customer experience has both an inside and an outside component. Inside is how the customer thinks and feels, his and her desires, expectations, identity and the emotional affinity they feel toward your brand.
Without fully understanding what is happening inside the customer’s mind, getting better at tracking and reporting on customer experiences isn’t going to do much good.
Brian Solis, Principal Analyst, Altimeter Group, said it best:
“You can’t get closer to the customer if you’re not empathetic yet we’re taking this (customer) data and we’re optimizing businesses processes, we’re automating business processes. You talk to any CEO and they’ll tell you that our focus of 2012 and 2013 is to get closer to the customer. Yet social media is already in a silo within the organization. The number one, two, and three places where social media exists today is marketing, marketing communications, and public relations. Service is at the bottom. CEOs, the C-suite, they don’t actually use any of these tools. So how are they getting closer to the customer exactly? By focusing on the M in CRM instead of the R. They’re placing technology in between them and the customer and what we’re really need to do right now is focus on the relationship.”
A solid relationship leads to loyalty. Understanding the relationship is the foundation for all that follows.
