CXOchat

The Customer Journey
Understand the customer journey to deliver better experiences and boost your bottom line
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IBM Watson Commerce
Q2: What advice do you all have for those who don’t yet support #multichannel customer journeys on how to get started? http://www.via-cc.at...
Sameer Khan
A2: Start with basic attribution. It will put you way ahead of the competition. The idea is to understand the path your customers take to conversion.
Amber Armstrong
Start with the customer needs, then map the #data and prioritize #analytics #ibmamplify
Sameer Khan
A2: As I mentioned earlier its a gradual process of moving down the maturity curve of understanding your customers i.e. basic attribution, adv. attrib, path analysis, journey mapping and analytics
Sameer Khan
A2: I always say when customers are already #omnichannel its time for brands to think like wise
Phil Simon
@SameerKhan Path? Is there only one?
Sameer Khan
A2: Also if you are at #IBMAmplify join us for session# 1435 to learn more about #IBMjourneyanalytics
Amber Armstrong
@philsimon Customers obviously aren't on a designated path. #brands must adapt
John Furrier
getting content in the format for channels is a first step
IBM Watson Commerce
Now onto Q5: Do you have any #custexp failure stories about improper customer interactions due to failure in customer journey analytics? http://www.via-cc.at...

Sameer Khan
A5: I can talk about my story with a popular airliner. I was flying back home my flight was delayed and the sms notification failed. Result I spent 6 hours on the airport. Use
Sameer Khan
A5: Tweeted to raise my concern with no response. Finally got apology next day while it was too late now i am a happy camper at a competitor
Sameer Khan
A5: had they been able to connect my Tweets to my sms usage it would been a customer saver for them.
Rich Edwards
Receiving an offer for a product already purchased. Worse yet, if the offer is at a lower price than originally paid. Companies need cross-session analysis to make sure things like this don't happen. #analytics
Drew Neisser
The biggest fail i see is with real-time listening. Customer has an easy question like where can i find it and answer comes 24 hours later. @ibmcommerce
John Furrier
I agree that the airlines are the ones who get the fail award
IBM Watson Commerce
Q6: How is your organization moving into context of the customer’s complete relationship with your brand? http://www.via-cc.at...

Sameer Khan
A6: ultimate its all about customer experience. Its not one or two journeys but the lifetime of customer journeys. Customers build strong relationship with brands that understands them.
Sameer Khan
A6: Why do we are fan of starbucks simply because of the experience and the relationship we have built with that local branch where employees know you by name and know your favorite drink and how you like it.
Sameer Khan
customer recognition drives #relationship which drives #experience which drives #loyalty
Chris Heuer
A6: sharing more access to ALL front line employees and enabling their input
John Furrier
Unified identity across channels is key but the content has to match the format
Mark Johnson
The #customerjourney should be about #simplicity and #listening, to create #CX. The challenge is to change the culture and engagement paradigm!
Phil Simon
The culture and engagement paradigm? I don't understand what that means.
Phil Simon
And is there only one "paradigm" in this "multi-channel" world? Isn't that a contradiction in terms? Wouldn't there be multiple "paradigms"?
Mark Johnson
Too much "lip service" is given within organizations to "changing" culture and creating engagement. Simply - i.e. your father's local butcher store - he knew us!
IBM Watson Commerce
Q7: Any best practices tips on providing in-the-moment optimized offers across your channels? http://www.via-cc.at...

Drew Neisser
.@thegrok noted that Amazon adjusts prices 6million times a day @ibmcommerce Guess that qualifies as in-the-moment optimization. #IBMamplify
Sameer Khan
#data is the raw material and #dataexchange is the enabler. just having data is not enough it needs to move to the application that delivers in-the-moment offers. All powered by deep #customerjourneyanalytics
Sameer Khan
realtime exchange of data that can power customer analytics and engagement applications is the optimal path brands can take.
Rich Edwards
By understanding your customers' behavior in context (when in the journey, what device, etc.) you will have the insight to take the right actions at the right moments to accelerate the path to purchase or some other desired outcome.
John Furrier
real time is very key for in the moment and having content/offers available that are relevant - this isn't easy but if can be pulled off its huge
IBM Watson Commerce
Q4: Who might be considered a leader in this space and why? http://www.via-cc.at...

Rich Edwards
I know @RaminEivaz and HSN are doing amazing work piecing together and understanding the customer journey.
Sameer Khan
A4: I would say some of the top retailers who happen to be our customers such as #macys #hsn #hanes are definitely leaders. You can catch their presentation today and tomorrow at #IBMAmplify
Phil Simon
Any public links would be appreciated.
Sameer Khan
A4: leaders are those who not only understand their customers journey but also act on it
Rich Edwards
Yep. @RaminEivaz will be giving a talk about how they do this at @HSN today at 2:45. #ibmamplify
John Furrier
It's too early to tell who the leaders are
Shep Hyken
The customer journey can be single channel or multi-channel. It doesn't mater. It's the customer's journey!
Phil Simon
One size never fits all.
Kelly Capo
It is the customer's journey and thanks to some really innovative technology we can predict and respond in a timely manner
Tamara McCleary
I agree with you 100% Shep
Kristie Wells
A4. Just saw the example of @marksandspencer who have embraced the #omnichannel strategy. @Nordstrom does this well too. Doesn't matter if I'm in retail store, on web or mobile. Seamless & consistent.
Jillian Ricciardelli
I agree that @Nordstrom is a leader at this. Their messages are personal & relevant, without seeming intrusive
Tamara McCleary
Nordstrom is great at it. They are amazing in customer service in general @jillianricci
Phil Simon
We're not nearly as good at predicting as we think we are.
Drew Neisser
Overheard in the influencer lounge: "why are we distinguishing multichannel journey from THE customer journey?" Heads nodded.
Mark Johnson
- good question?
Tamara McCleary
Its all the same is it not?
Sameer Khan
there is a convergence point as data shows more than half of customer interaction with brand is #multichannel
Phil Simon
I'd love to see some actual examples of this, not just high-level recommendations. Any case studies out there?
Sameer Khan
sure. here you can find more info https://www.linkedin...
Phil Simon
Which organization is this? Is that really a case study?