Meet the Expert
Vicki Amon-Higa
President, Amon-Higa & Associates
- 30 years of Global Customer and Patient Experience working across silos to extend relationships with customers and create deeper loyalty.
- Client sectors include: Healthcare; Consumer, Small Business and Enterprise Software; Defense Contractor; Electric Utility; Animated Film; Computer Hardware and Non-Profit.
- Specialties: Customer Experience; Lean/TPS; Process/Organizational Excellence; Business Process Improvement.
Meeting Packages from $500
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- Pre-Meeting Discovery Process
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Driving Growth Through Customer Experience - Design Thinking, Digital Transformation
President, Amon-Higa & Associates
Key Trends
- The quality movement of the later 20th century is giving way to the customer experience movement of the 21st century.
- In the seventies and eighties industry was enamored with quality. From product quality the focus shifted to Total Quality across the enterprise. This approach matured into a new movement focused on the end-to-end customer experience. The Total Quality movement was focused on methodologies and tools. Customer experience is focused on outcomes.
Why are companies continuously improving? It is because they're in business to care for customers. Customers are the real reason the business exists. And in order to take care of customers, you need to understand what it feels like to be a customer of your organization. A company needs to appreciate the end-to-end customer experience and then apply its process and organizational improvement tools toward delighting customers. - Marketing is becoming the customer experience champion for the company.
- Marketing is extending and expanding its scope beyond traditional research and customer outreach methodologies. It is moving into into branding, identifying and caring for customers in order to deliver great experiences. Although customer experience is a team sport, and everyone on the team ought to have contact with customers, responsibility for the end-to-end customer experience is emerging as marketing's position to play on the team. Marketing is emerging as the champion for customer experience.
- Social media has a large role to play as listening posts; in the social media world you don't get to create your own brand.
- Your brand is being created for you every day through the activity on social media platforms. Social media serves as a great listening post to learn about your customers and what they experience. It is a technology that can aggregate all of the messages about your offering. Social media and other Internet activity can also provide insights into the interactions between your customers and your offering and provide a glimpse of the end-to-end view.
Adults learn by doing and not by being told, so it is also important not to rely on the Internet alone to provide customer data. Understanding your customer’s experience comes through a combination of leveraging social media and technology plus first hand experience, face-to-face with your customer. - Companies are learning that keeping existing customers is far less expensive than gaining new ones.
- More companies are discovering that it costs a great deal to earn the respect of a new customer. It is far easier, and less costly in the long run, to extend relationships with existing customers. Companies are looking for ways to mine and to extend these relationships and the most reliable way is to research, first hand, the experience that you provide for them.
The product is no longer just the fungible object, but the entire extended experience that includes the buying experience, the software, services, online communities, social engagement and a range of other ways of extending and maintaining relationships with customers. - The healthcare sector is embracing the idea of the patient's experience.
With all of the opportunity in healthcare in America, more healthcare organizations are realizing that it's not just about the medical care. It is also about the end-to-end patient experience. Patients are more informed than ever before about medical issues and about the choices they face. These better informed patients are demanding better, faster, more convenient and more compassionate standards of care.
Physicians, care teams, and senior leaders of companies in the healthcare sector have become sensitized to the fact that patients are choosing sources of healthcare based not only on health outcomes but on the entire financial and emotional experience that it entails.
Driving Growth Through Customer Experience - Design Thinking, Digital Transformation:
Key Trends
Expert Topic