To close out my duties as the Digital Customer Experience conference chair, let’s take a look at the top takeaways from this year’s Digital Customer Experience conference. Using my favorite assortment of data blending and visualization tools, I grabbed the entire conference’s hashtags to determine what was most highly engaged.
Zendesk’s Dave Dyson showcased why asking customers for their input via a hashtag, without context, and without knowing how your customers feel can lead to awkward social media interactions:
#DCXUS16 Be careful what you ask for. @dave_dyson showcases a "tell us" campaign gone awry. pic.twitter.com/SiXyRKGAyX— Christopher Penn (@cspenn) September 14, 2016
Dyson also said the justification for CX is easy at the most progressive companies:
#DCXUS16 Most progressive #CX companies transform support from cost center to profit center. @dave_Dyson @zendesk pic.twitter.com/vJVb2jNo6b— Christopher Penn (@cspenn) September 14, 2016
Citi’s Judy Bloch flat out told us what CX projects need to succeed:
Storytelling is key to getting executive sponsorship. Be the truth-teller for your customers. #DCXUS16— Judy Bloch (@jbloch17) September 13, 2016
What must the customer journey include? Peter Haid offered this:
#DCXUS16 @PeterHaid says customer journey mapping must include customer emotions, else they’re just process maps. pic.twitter.com/MOegQ6krOe— Christopher Penn (@cspenn) September 13, 2016
Finally, a summary of the necessity of qualitative and quantitative study made the rounds:
#DCXUS16 The best customer journey maps show quantitative data, explained by qualitative insights. pic.twitter.com/3pa4PyS3AR— Christopher Penn (@cspenn) September 13, 2016
CX, and especially digital CX, is a nascent discipline. We’ve still got so much to learn, so much to explore. Thank you to the Strategy Institute for allowing me the privilege of hosting the event.
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