Insights Abound: Wrapping Up C3 and Recapping Day 2
June 24, 2015
Customer experience is a burgeoning field, and if the attendance at this week’s Clarabridge C3 conference is any indication, it’s one with several insightful and authoritative thought leaders. Yesterday’s events inspired, educated, and even “fascinated” attendees with an abundance of rich content, product information, best practices, and an unforgettable party at LIV nightclub.
Here’s how things went down on Day Two of C3 in beautiful Miami Beach:
CXC Award Diamond Winners
VMWare and RSA Insurance each took home the CXC Diamond award, which honors the organizations with CX programs that demonstrate clear vision, cohesive strategy, and effective execution. Like a (quality) diamond, these programs are nearly flawless.
By capturing the voice of their customers, partners, and employees through surveys, interviews, workshops and social media, VMware empowers regional leaders to engage with their customer base and enact real change. They’ve seen a 90% reduction in pricing policy-related customer comments year-over-year. Accepting for VMware (above) was Kate Woodcock, Senior Director of Customer Advocacy.
Be on the lookout for future blog posts about the rest of our CXC award winners.
Colin Shaw: Customer Behavior Now and In the Future
Colin Shaw, CEO of Beyond Philosophy and CX veteran, kicked off the day with a dynamite keynote address on predictive analytics and the subconscious workings of the mind that influence our buying decisions. He talked about the massive commoditization that’s occurring in many markets: “The time from innovation to imitation has decreased to a matter of weeks, and businesses can no longer differentiate themselves on rational parts of the customer experience.”
Key takeaways from Shaw include:
- You need to understand the experience you’re trying to deliver. Surprisingly few organizations can articulate their vision of this experience.
- 50% of an experience is about how a customer feels.
- There are 20 emotions that drive, and can destroy, value.
- Human beings are not rational. Therefore, the most effective customer experience solution is not always the most logical or intuitive.
Panel: Creating Fascinating Customer Experiences
Our own CMO Susan Ganeshan moderated a panel inspired by Sally Hogshead’s “How To Fascinate” keynote address from yesterday. Panelists from Clorox, Ally Bank, GE Healthcare, VMware, and Jarden Consumer Solutions each shared how they “fascinate” their customers and employees.
At Jarden, an internal insights exchange makes it easy for employees to instantly access the information they need to understand customer sentiment. Ally Bank clearly communicates to customers how they are incorporating feedback into the business. At the end of their surveys, the final screen tells customers how previous survey feedback has been used to make improvements. This type of communication, although seemingly simply to execute, is surprisingly rare.
Heard in the Hallway
Our Sentiments team gathered feedback from the front lines by asking attendees what their key takeaways were. Here are the verbatims:
“I’m amped by the recent acquisitions that Clarabridge has made. They point to a vision wherein a full, holistic CX management platform will soon be a reality.” – Radley Medina, Station Casinos
“I really enjoyed seeing the Engagor presentation. The UI looks great and I’m excited about how we can harness social media.” – Lauren Weber, Intuit
“I really enjoyed Sally Hogshead’s presentation on Fascination and learning how to view my personality based on how others see me. The takeaways from her presentation will improve my communication style going forward.” — Kim Zieroth, GE Healthcare
Feeling like you missed out? While there’s no substitute for the breathtaking Miami landscape and networking opportunities at C3, keep your eyes on our blog for more customer experience management tips, insights, and best practices.
Clarabridge’s blog, Sentiments, helps businesses incorporate customer sentiment and feedback into their business strategy. Published by Clarabridge, Sentiments speaks to customer experience professionals, marketers, customer care leaders and anyone who wants to make informed, strategic decisions that delight customers. Follow Sentiments on Twitter @Clarabridge.