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Creating a Digital CX Program that Addresses Customer Feelings

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Nicholas Michel
Research & Customer Experience Manager at RR Donnelly
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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 

00:00 Intro

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

22:50 Q&A

About speaker

Nicholas Michel
Research & Customer Experience Manager at RR Donnelly

User Experience professional in Cleveland who is passionate about building engaging experiences for brands and their customers.

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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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