Customer Experience is ruling the world. At least parts of it. The conference began with Lithium’s CEO Rob Tarkoff talking about customer expectations. Today’s customers have extreme expectations and that brands are struggling to keep pace with new ways of marketing, bigger stakeholder voices, an explosion of consumer content across every dimension of the web and competition from new (and sometimes unlikely) places. What we don’t always discuss is the right approach to address those expectations and close the brand-customer divide. Using a total community approach can do that—restoring trust between brands and people, helping everyone share better experiences and offering powerful economic rewards.
Customer Experience From Brands
We then heard from radically different brands and how they are embracing digital to exceed customer expectations, create new market opportunities and transform their business. Senior executives from Brooks Running, Comcast, Google and Sky shared their approach to digital, business outcomes and their aspirations for the future. These four companies, digital disruptors, are achieving success and leading their industries into a new era of customer experience.
The breakout sessions were wonderful. As an ROI gal, I went to the one on Results. If you’re still focused on clicks and likes, you’re leaving money on the table. Total Community drives revenue. Several top brands talked about how they are using social to recognize purchasing cues, route sales leads and other activities that contribute to your company’s top-line. That’s Total Community approach to achieve business objectives. These brands and their leaders included: Tim Lopez, Symantec, Jared Schultheis, Comcast, Lois Townsend, Autodesk, Gregg Baker, giffgaff, Nico Henderijckx, Sony Europe, Catherine Kaiser, Webroot and Jared Young, Barclaycard US.
Salman Khan, Khan Academy
And the day ended with a wonderful look into the future of education. Khan Academy is “providing free, high-quality education” to millions of students all over the world, each with their own unique story, learning at their own pace on Khan Academy every day. Sal and the Khan Academy take “Share the experience” to a global level. We heard the incredible story of Khan Academy’s evolution from his tutoring of a cousin using online videos, to a global community of teachers, students and parents, volunteers and donors who passionately believe in inspiring the world to learn.
Are you focused on the customer experience? If not, what are you waiting for? Are you focusing on doing good in the world? It’s about we, not me… Focus on a cause…. your life will change for the better!
@drnatalie, VP and Principal Analyst, Covering Marketing, Sales and Customer Service to Deliver Great Customer Experiences