Wednesday, December 7, 2022

Cracking Tomorrow’s CX Code - A Research Study

Real-time customer intelligence for exceptional experience.

It’s no secret that the last few years have upended the way customers want to interact with companies. Digital engagement has led to higher customer expectations, bigger demands and about a million more choices if one brand doesn’t deliver. Privacy laws and changes by tech companies have marketers scrambling to get the data they need to meet customer expectations.

Chances are your CX strategy is crying out for a modern makeover. Our study found that more than 60% of marketing leaders say the digital customer journey has dramatically changed their CX strategy. Worse, nearly two-thirds aren’t very confident in their CX strategy’s ability to win and retain customers in this new environment.

The challenge is to orchestrate a great customer experience that hits all the right notes, from digital self-service to meaningful personality to privacy and trust to seamless omnichannel, including a “hybrid” blend of physical and digital experiences.

The CMO Council and SAS embarked on an extensive study to understand where CX gaps and opportunities lie. We looked at CX from various perspectives and compared mature CX capabilities between top and bottom performers.

Our findings are based on a survey of more than1,000 marketing leaders and a survey of more than 2,000 consumers across the globe. Additionally, we conducted 10 in-depth interviews with executives from companies such as AT&T, Pfizer, FedEx, Standard Chartered Bank, Hitachi Vantara, Globe Telecom, Red Wing Shoe Company, and Mars Wrigley.

Research in collaboration with CMO Council, sponsored by SAS Software.

Tuesday, November 22, 2022

Are Pseudo Metrics Taking Over and Driving CX Strategies?

Tying metrics to system strategy is a loophole in your organisational architecture. The perils of blindly using it can result not only in unaligned digital experiences, but also damage your brand loyalty.

Simply put, metrics are the building blocks to design your strategy. But, across almost every organisation today, numbers are ruthlessly devising strategies. This has resulted in business leaders and C-suite executives losing sight of their company’s vision. Instead, they focus rigorously on the metrics that are only meant to represent it.

What are pseudo metrics?

Let’s take an example to know what pseudo metrics really are. Think about YouTube video views. Ever wondered how a YouTuber has only ~200 subscribers and got ~1 million views in a fairly short period? Say, within a day of video launch? This happens a lot using virtual viewers, and not organic targeted audience. This is pseudo metrics.

In other words, when you don’t have clear correlation of investment, results (metrics), and actual business outcome (impact on customers), know that you are looking at pseudo metrics. That video might have got only ~100 real organic views. Be aware of pseudo metrics as it does play in all levels of businesses.

How CX should be measured

  1. Use CPIs (focusing on outcomes)
  2. Aligning KPIs to CX strategy
  3. Map your customer’s journey

Effective digital experiences foster invariably when measurement gets smarter, faster, and more workable. This poses a challenge for business leaders to be more strategic and sophisticated in their use of metrics. The focus should be on defining metrics and KPIs that show you patterns, correlation to the reality, and inspire strategic success. Legacy leadership has a cultural bias that overrules the customer intent and focuses on data-driven metrics.

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Monday, October 31, 2022

Silence of the Customer is louder than Voice of the Customer

The silence of your customer is a deadly threat to your business’s future stability. It is an early indicator of their dissatisfaction either with your product or service.

Around 90% of mute consumers will shop around because of their unresolved dissatisfaction. Former CEO and President of Amazon, Jeff Bezos says “If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000.

This is critical to know what your customers are you telling you vs. what they’re doing when they’re interacting with your business touchpoints. Many times, companies go very tactic when it comes to understanding customer insights. They tend to miss the empathic and emotional aspect of customers.

The silence of a customer is the red signal which requires action. 

Thursday, October 20, 2022

Featured on DIGI Magazine - The Cover Story

I got featured on the cover of DIGI magazine's very first edition in this month of October 2022. This happened after I worked with DigitalConfex at an event where I talked about "Transformation of Digital Landscape" and addressed several questions around data-centricity, voice of customer, and digital strategy for B2B marketers.

Following the event, DigitalConfex opened more opportunities to collaborate and intended to interview me for their very first edition. It has been great experience working with DigitalConfex. 

BTW, I look cool on the cover ;-)

Read the Cover Story >


Wednesday, October 5, 2022

Panel Speaker at #DMWF North America

Conference: #DMWF North America 2022 (Digital Marketing World Forum)
Date: October 5, 2022
Location: Santa Clara Convention Center

Discussion Topic
- Exploring the importance of customer-centric approaches to strategies in marketing and remaining relevant to your customers
  • How to truly understand your customers with insights & data-driven approaches
  • Reviewing the importance for brands to be transparent about data, their processes and how it affects the end-user
  • The impact wider afield – marketing, sales, product, and insights departments

Other Panel Speakers:
  • Jimmy Newson, Founder, Jimmy Newson Consulting | Moving Forward Small Business
  • Brady Renner, Managing Director, Business Development, Meltwater
  • Lisa Routel, Marketing Strategy Lead, Verizon
  • Sarfraz Nawaz, Supply Chain, Digital Health, J&J

Your CX Design Is Not Working. Are You Doing It Right?

What does it take to adopt a well-defined CX design structure? Listening to customers is a good start.

Customer Experience (CX) Design is the overall approach to designing products and services with a focus on the quality and thoughtfulness of the user experience. Although more and more companies are becoming customer-obsessed, designing a CX structure haphazardly will only doom your CX goals. Companies can meaningfully engage with customers at multiple touchpoints of their journey by adopting a well-defined CX design structure. Today, businesses use insights to deep dive and ideate different digital experience solutions to steer along with the UX teams and close the gap in meeting customer expectations. The convergence of CX Design and UX can help in transitioning from qualitatively analyzing consumer insights to proactively designing the customer experience.

You'll get to know on the below key areas:
  • Understanding the Relevance of UX in Your CX Design
  • What Is Off-Putting in Your CX Design?
My Two Cents: Outside-in Approach to CX Design Matters

Well-defined CX design and operational structure leads to lower acquisition costs, deeper customer loyalty, reduced sales cycles, higher revenues, etc. compared to companies are don’t take it seriously.

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Sunday, September 18, 2022

An ode to the CXO by Nav Thethi

The CXO is the most crucial role within an organization. When unifying customer, employee, and product data, how can CXOs ensure that companies are taking these insights at face value – not just hearing what they want to hear? We also dig into the future of experience in IoT, the metaverse, and how CX will change by 2030.

Cracking Tomorrow’s CX Code - A Research Study

Real-time customer intelligence for exceptional experience. It’s no secret that the last few years have upended the way customers want to in...