Building a Customer Experience Strategy

Transcription

1 Building a Customer Experience Strategy By: Joe Veneto

2 Today s Consumers

3 Your Brand is what other people say when you are not in the room! Jeff Bezos, Amazon

4 I. Experiences & the Marketplace Deliering Unforgettable Experiences: Today s Consumers The E.Q. The X.Q. From Customer Serice Customer Experience

5 Today s Consumers

6 Today s Consumers

7 The Expectations Quotient What are your customer s expectations?

8 The Experience Quotient What is your Experience Quotient?

9 From Customer Serice Customer Experience What can you do to moe from Customer Serice to Customer Experience?

10 Emotional Bank Accounts Customer connections Emotional deposits

11 Customer Commercials The Buzz

12 Consumers ealuate experiences based on connections and their emotional bank accounts

13 Visitors to Brand Ambassadors & Sales People

14 The Gulf Shores & Orange Beach CX Strategy Grow the tourism economy of our destination by driing isitor spending, length of stay and repeat business. Build new offerings that support growing your shoulder seasons (spring, fall and winter)

15 The Gulf Shores & Orange Beach CX Strategy Eleate releance of our Industry Partners and our isitor experience: Make it more human, sensory, immediate, emotional and immersie. Increase Visitor Engagement & Programming - Visitor Center Lecture and Demo series (winter season)

16 Your CX Strategy What are the elements of your Customer Experience strategy? Externally Internally

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19 II. The Customer s Journey Transaction Engagement: Online Oer the phone Face-to-face

20 II. The Customer Journey Your Customer Journey Dreaming Shopping Purchasing Anticipation Experiencing Remembering Adocating Your Engagement Strategy:

21 Dreaming

22 Shopping

23 Shopping Purchasing

24 Anticipation

25 Experiencing

26 Remembering

27 Adocating

28 Your Customer Engagement Strategy What is your engagement strategy during each stage of your Customer Journey?

29 III. The Experience Formula Create the Connection Nurture the Narratie! Find the Feelings

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31 2018 Opportunities Unlimited

32 2018 Opportunities Unlimited

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34 FOCI Glass Arts Opportunities Unlimited

35 FOCI Glass Arts Opportunities Unlimited

36 FOCI Glass Arts, Minneapolis

37 III. The Experience Formula Create the Connection Nurture the Narratie! Find the Feelings

38 IV. Fie Stages of Customer Connection Information Buying Process & Points of Entry First Impressions During the Experience Lasting Impressions Future Connections & Follow-Up

39 American Airlines

40 Opportunities Unlimited

41 Houston Hilton Opportunities Unlimited

42 Fie Stages of Customer Connection Information Buying Process, Points of Entry First Impressions During The Experience Lasting Impressions Future Connections & Follow Up Experience Notes: Customer Connections Oerall Rating (+/-)

43 V. Gulf Shores & Orange Beach Experience Lab Experience Lab Goals Experience Lab Partners & Experiences Market Segments for Experiences Project Timeline

44 Experience Lab Goals Proide partners with product deelopment expertise Build new experiences that grow shoulder season Update existing products in a compelling way

45 Experience Lab Goals Focus on four categories: Nature/Outdoor Adenture Arts & Culture Retail and Signature Attractions Fitness/Wellness

46 Experience Lab Partners & Experiences Fort Morgan Gulf Coast Zoo G.S.P. Nature Center High Cotton The Lodge at G.S.P. LuLu s Orange Beach Concierge Reel Surprise Wild Natie Tours Young s Suncoast

47 Fort Morgan

48 Fort Morgan

49 Gulf Coast Zoo

50 Gulf Coast Zoo

51 G.S.P. Nature Center

52 High Cotton

53 High Cotton

54 The Lodge

55 The Lodge

56 L U L U S

57 LuLu s

58 Orange Beach Concierge

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60 Wild Natie Tours

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62 Market Segments for Experiences Leisure Traelers Leisure Groups Conentions Meetings Tour & Trael Groups

63 Market Segments Locals & Local Groups Social Clubs Religious Groups Meet-Ups Pied Pipers Employee Associations

64 Project Timeline October March 2018/2019 Design, Craft, Script & Stage Experiences March April 2019 Test Experiences May Launch new Experiences

65 VI. Customer Experience Strategy Actions to engage your customers:

66 Building a Customer Experience Strategy By: Joe Veneto

67 Bitters Bootcamp

68 Bitters Bootcamp

69 Bitters Bootcamp