8:30 A.M. InMoment CEO John Sperry: A Thousand Reasons to Rise.
Customers now have a tremendous amount of power. If brands really listen to and act on what customers tell us, those insights will help us move beyond surviving in this new landscape to thriving.
When you ask customers a question, their answer is important to YOU. When you ask them to share their experience, they naturally talk about what’s most most to them.
We are moving from a 100+ year-old survey methodology, to an experience methodology that takes us beyond simple scores to a deeper understanding of customers’ experiences.
When we say customer stories, we are talking about the type of insights surfaced when we bring together different types of customer data — from structured survey questions, to transactional, CRM and loyalty information, to voice, written and video comments.
9:15 A.M. Forrester Analyst Joanna van den Brink-Quintanilha
Forrester research shows that 2/3 of customers are willing to pay a premium price for a consistent experiences. Customers want a customer experience (CX) that is controllable, emotional, continuous and individualized.
There are four key steps to customer journey mapping:
1. Prioritize journeys that align with the brand promise.
2. Support differentiation and strategic investments.
3. Drive business metrics.
4. Focus on what teams can change.
Focusing on journeys provides a number of benefits, including:
Addresses functional, emotional and social aspects of customer journey.
Uses functional, emotional & social “jobs” as a framework for product development
Journey thinking helps instill empathy and discipline.
Understanding the customer’s emotional journey & steadily weed out pain points.
Knowing what makes your brand unique and be disciplined about delivering.
Measure CX and make CX metrics easy to act on.
11:45 A.M. Roundtable Discussions
Retail group topics include rating methodologies, feedback volume, data integrity, non-purchaser input, and information sharing. Great perspectives from department stores, luxury brands, photography studios, apparel, C-stores, automotive, and more.
3:30 P.M. Brennan Wilkie and Julia Staffen present “Using Your Brand’s CX Personality to Go from Now to Next”
These two customer experience strategists take us across the 9 brand personality profiles of InMoment’s proprietary CX spectrum, starting with Hostile and ending with Unified.
Brand profiles along the way include Atari, Uber, TJX, and Lego.
Atari brought the arcade experience into the home and introducing head-to-head video gaming to families, but that all essentially ended with a giant E.T. cartridge graveyard somewhere in New Mexico.
All different brand personalities, Uber is meeting mass needs that had gotten away from the taxi cab institution; TJX cooperatively nurtures the experience of the treasure hunt; Lego embodies an impressive long-term leap into learning through playing, through thinking, through creating.
Performing to a CX ideal and aligning to a true brand promise starts with taking inventory and determining your own brand personality.
3 p.m.–4 p.m. Breakout Session with Dr. Paul Warner
In his breakout presentation “The Virtuous Cycle: Understanding and Leveraging Employee-Customer Connections,” InMoment’s VP of Data Science, Dr. Paul Warner, discusses how to create a virtuous cycle of engaged employees—and satisfied customers. Here are the six ways to create the cycle:
- Integrate associate and customer feedback
- Link behavioral engagement with financial outcomes
- Link state engagement with human capital metrics
- Train employees on CX focus
- Evolve from score to story focus (scores and comments)
- Create transparency in metrics to improve accountability and recognition