Table of contents
About the talk
Many organizations build their digital CX programs to address what they believe their customers want in terms of experience. Sometimes this is based on customer feedback, but often it is based on imagined customer desires. Build best practices in:
Focusing on customer feelings to maximize customer engagement
Developing measurement strategies that addresses softer data
Delivering on your brand promise to foster deep loyalty
Nicholas MichelDesign a digital CX program that can tap into customer feelings to build loyalty
00:30 Nicholas Michel
00:42 Emotions matter
07:10 What to do about it
07:55 Current state
08:00 Talk to customers & prospects
09:54 Survey to validate
10:36 Overall journey emotion
11:44 Customer feeling
14:58 Enhance records
16:34 Golden question
17:20 Start acting
User Experience professional in Cleveland who is passionate about building engaging experiences for brands and their customers.View the profile
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So now I like to welcome. Nick from rrd full disclosure. I work with Nick. I'm very pleased to introduce him. And his talk about creating a digital CX program that addresses customers feelings. Nick, go for it. Thanks, everyone. Can you, I hope you can see my screen as we get started here. And yeah, like Dennis said, I'm going to be talking about how to create a digital CX program that addresses customer feelings in and why that is important to do. So, I think that the, the
situation, you know, our emotions important. We all know that they are, we all know that they impact consumer decisions. I think putting together some stats on the slide is always helpful as you're trying to share this information and advocate for it. Internally emotions. Play a significant role in in consumer decision-making. Probably more than we would like we like to think of ourselves as rational beings. But in most cases many of our decisions are made out of emotion and they impact what we buy, who we buy with. And how often we return, you can see
some things here about likeliness. Pay for a better experience. If they think that there are having a superior interaction with the brand, as well as their likeliness to go to a competitor after having a poor experience in, in a time when covid has changed how the world works. Unfortunately. We've seen a lot of ways loyalty being tested loyalty being broken by by customers because their team and, and their products aren't providing quick enough changes or adapting to an environment to
respond to the emotional needs of their, their customers continued. I just want to highlight a few other things about emotion. That makes a
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