{"id":6920,"date":"2024-03-20T17:30:18","date_gmt":"2024-03-20T17:30:18","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/the-martech-conference-day-two-keynote\/"},"modified":"2024-03-20T17:30:18","modified_gmt":"2024-03-20T17:30:18","slug":"the-martech-conference-day-two-keynote","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/the-martech-conference-day-two-keynote\/","title":{"rendered":"The MarTech Conference day two keynote"},"content":{"rendered":"


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\"Len\"Len<\/figure>\n<\/div>\n

\u201cIt doesn\u2019t matter if you\u2019re selling a cup of coffee at Starbucks, an iPad at Apple, or an electric supercar at Lucid Motors, there\u2019s a common ingredient for success and growth that spans products, that spans industries \u2014 and that\u2019s customer experience.\u201d<\/p>\n

That\u2019s the most important lesson Len Devanna, VP strategy at Cortico-X, has taken from more than two decades of experience digital strategy, CX and transformative leadership, and it\u2019s the message he delivered on the second morning of The MarTech Conference<\/a>.<\/p>\n

Defining experience<\/h2>\n

\u201cEverything starts with the human,\u201d said Devanna. \u201cThe importance of this cannot be overstated. We\u2019re not selling to robots. Yet. We are selling to each other and sometimes that gets lost in the fray.\u201d<\/p>\n

Through the lens of the human, it doesn\u2019t matter whether you\u2019re buying a phone or a car; there\u2019s a journey to be undertaken. At a very high level, the journey ideally moves through stages of discovery, consideration, transaction or conversion and advocacy.<\/p>\n

\"Devanna\"Devanna<\/figure>\n

That journey can involve hundreds or even thousands of touchpoints, and the sum of those touchpoints is, for Devanna, the experience. The better the experience, the better the business outcome.<\/p>\n

It\u2019s time to reflect, he said, on whether your business is providing customers an optimized, seamless experience or a series of disjointed experiences, placing the onus for navigating the journey on the customer.<\/p>\n

Having an exceptional product is no longer enough<\/h2>\n

Customer expectations of interactions with brands have steadily grown, so that it is no longer enough to offer an exceptional product; exceptional experiences are required too. Eighty-four percent of customers say the experience is as important as the product or service itself.<\/p>\n

That means brands need to be on a journey, from wherever they find themselves today to a plateau of what Devanna calls \u201cCX mastery.\u201d<\/p>\n

\"Devanna\"Devanna<\/figure>\n

The first step on the journey is breaking down silos. Customers don\u2019t care whether they\u2019re dealing with marketing, sales or service; they\u2019re experience is with the brand. Progress here mandates reaching out across departmental boundaries and having transparent conversations about positives and negatives in the experience itself, not just about the performance of specific teams.<\/p>\n

\u201cWe are smarter together,\u201d Devanna insists, \u201cand fostering this conversation, bringing people together from across the organization, is a solid step in breaking down these silos and igniting new levels of collaboration.\u201d<\/p>\n

Car-buying nirvana<\/h2>\n

Devanna\u2019s prime example of positive CX comes from the car-buying experience (he served as head of customer experience at Lucid Motors). <\/p>\n

The traditional model<\/h3>\n

D\u00e9couverte<\/strong>. Bombardment with marketing materials from a range of sources.<\/p>\n

Consideration<\/strong>. Consultations with, on average, 2.8 dealers (looking for the best price).<\/p>\n

Transact. <\/strong>Dealing with various possible sources of finance.<\/p>\n

Advocacy<\/strong>. Nobody really owns the experience, so where\u2019s the loyalty?<\/p>\n

The D2C model<\/h3>\n

Brands like Lucid Motors, Rivian and Tesla are able to dominate from a CX perspective. No more inter-dealer haggling; the brand owns the end-to-end experience and that, said Devanna, is a game changer.<\/p>\n

The auto industry, Devanna says, is in urgent need of an experience overhaul.<\/p>\n

Be an experience activist<\/h2>\n

\u201cI am here to selfishly recruit you,\u201d said Devanna. As experience activists, the task is to convince the world just how important experience really is. \u201cYour mission, should you decide to accept it, is to become an experience activist alongside us.\u201d<\/p>\n

\"Devanna\"Devanna<\/figure>\n

Go here to see the entire presentation. Registration is free.<\/em><\/strong><\/a><\/p>\n

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Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n

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Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"

\u201cIt doesn\u2019t matter if you\u2019re selling a cup of coffee at Starbucks, an iPad at Apple, or an electric supercar at Lucid Motors, there\u2019s a common ingredient for success and growth that spans products, that spans industries \u2014 and that\u2019s customer experience.\u201d That\u2019s the most important lesson Len Devanna, VP strategy at Cortico-X, has taken […]<\/p>","protected":false},"author":3,"featured_media":6921,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nThe MarTech Conference day two keynote - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/the-martech-conference-day-two-keynote\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The MarTech Conference day two keynote - 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