JEANNIE WALTERS, CCXP, CSP

In recent years, customer expectations have evolved significantly, impacting not only B2C but also B2B sectors. It is crucial for businesses to align with what truly matters to their customers in their daily lives.

In B2B environments, there’s often a strong focus on logic and numerical data. However, it’s important to remember that we’re dealing with individuals. We must prioritize making their lives easier, enhancing their decision-making processes, and boosting their confidence and reassurance. This is particularly vital as overall confidence and trust in business decisions have declined in recent years.

To address these challenges, we must consider three key themes:

• Empathy
• Innovation
• Simplicity

Empathy involves understanding and addressing customer concerns genuinely. Innovation, now driven by customer experience, requires us to leverage insights from customer feedback to stay ahead of competitors. Finally, making processes simple ensures that we are not just easy to do business with, but are also facilitating smoother, more confident decision-making for our customers.

Jeannie Walters, CCXP, CSP will inspire and motivate your organization in this interactive, fun keynote. We will get hands-on with how we can better meet changing customer expectations and maintain a competitive edge in the market.

Takeaways:

• Empathy is Essential in B2B Relationships:
  • Understand and prioritize what truly matters to your customers in their daily lives.
  • Focus on making their lives easier and boosting their confidence, as trust in business decisions has declined.
• Innovation Must be Experience-Driven:
  • Leverage insights from customer feedback to stay ahead of competitors.
  • Recognize that recent disruptions in the market have been driven by customer experience, not just product features.
• Simplicity Enhances Customer Confidence:
  • Ensure that your business processes are straightforward and customer-friendly.
  • Facilitate smoother decision-making for your customers, making it easy for them to engage and do business with you.

Overview:

Leaders are often taught to think about the big picture, but there’s plenty of magic in the details — especially when it comes to the thousands of ways customers can interact with your brand every day. What happens when these customer experience “micromoments” go ignored?

In this session, Jeannie Walters, CCXP challenges us to think about each interaction customers have with our brands and how easily the impact of those moments is overlooked. As seen in her TEDx Talk, she’ll discuss why micro moments are so important, the data behind this thinking and how to identify opportunities in your own brand’s customer journeys to make meaningful change.

Takeaways:

• Understand the trends driving customer research and how to use those trends to promote your own offerings
• Discover how to best use data from—and about—your customer base 
• Know when to use “micromapping” to address unique customer inquiries (so your customers don’t get stuck along their journey)

Let’s talk about ways to deliver for your customers throughout their journey.

The digital customer journey has changed — and continues to. 

We can no longer think of the digital customer journey as separate from the larger customer journey as a whole.

Superior customer experience is the main competitive differentiator today. Because consumers have more voice, more choice and more than 50% show little or no hesitation in ending relationships with companies if CX falls short.

Meanwhile, managing all the digital channels that play a role in CX doesn’t make it any easier to provide great service. So, what are the customer expectations you need to fulfill and what are the best ways to do it?

In this session, you’ll learn how to…

• Expand the customer journey to include activities that occur before a consumer’s first interaction with your contact center
• Provide a seamless experience across channels: self-service and agent-assisted; inbound and outbound; digital and voice
• Personalize every touchpoint through the use of customer data and interaction history
• Track the customer journey to gain valuable insights that help you get digital CX right
• Proactively guide a customer before they need to search for information and support
• Tie the digital experience to your customers’ real-life needs, not just products

The need to understand customer behaviors may never be as great as today. Customers are proliferating digital channels thanks to the digital acceleration that began in 2020 and extends today.

And companies need help. Only 11% of organizations say they currently understand customer behavior well, according to the CMSWire State of Digital Customer Experience. About 56% say they moderately understand customer behavior, and 33% say they either understand customer behavior poorly or that they haven’t started to understand customer behavior yet.

Customer journey mapping is one tool to help understand customers better. But it’s more than creating a map. It’s truly defining those customer moments that matter.

Jeannie Walters, chief customer experience investigator and founder at Experience Investigators, invests in making customer journey mapping work. It’s a verb, and not a noun, she says. Walters shared these and other tips and strategies around customer journey mapping and CX best practices.

In this session, you’ll learn…

• Why understanding customers is harder than we think, and what to do about it
• When to go big and when to stay focused
• How mapping can improve empathy, compassion and understanding throughout the organization