MIKE WITTENSTEIN THE AUTHORITY ON CUSTOMER EXPERIENCE Mike Wittenstein has been speaking and presenting on the customer experience throughout his professional life. Whether in a tight session with a brand team, one-on-one with Chief Experience Officers and Chief Marketing Officers, or the big meeting with the whole organization, he is always on his feet, leading his audience to understanding and insights that create customer experiences that bring customers — and their friends — back for more. Mike speaks with the authority born of 20 years of leadership in marketing strategy and technology, and a lifetime devoted to the design and management of customer experiences that bond customers to brands. YOUR CUSTOMER EXPERIENCE AND YOUR STORY “Experience and story are simply two sides of the same coin. An experience is what happens to you that ‘marks’ your mind or soul. The story is what you tell others about the experience.” Behind every successful business lies a story; not a business plan or a mission statement — a story. Your story sums up your identity, and captures and communicates it in a compelling way. It’s a simple statement of who you are. Your story creates a profound emotional connection between your business, your employees and your customers. It defines who you are and who you’re not. It sets forth a purpose for everyone and every activity in the business. People know exactly why they are there and what to do. When your employees know how to create it and work to make it real every day, then your customers experience the value of your brand. If you know how to tell that story, you can unleash its power. If you can articulate in a few words why your business exists — your reason for being — you’re on your way to telling your story. “No matter how hard you try, or how much you spend, your brand can never be any better than what your customers experience.” Consider these figures: 80% of companies believe they are delivering a good customer experience. Only 8% of their customers agree. Those figures alone tell you that what may seem simple — consistently creating a good customer experience — is more complicated than any B-school process can create and more subjective than any metric can measure. Mike Wittenstein has spent his life learning about experiences, and helping people tell their stories. His job is to learn your brand’s story and deliver customer experiences that are beyond expectations. He does that by seeing things you don’t but your customers do. DESIGNING THE CUSTOMER EXPERIENCE “Experience design isn’t that hard. Just take note of what happens to you as a customer every day, on every level, and how it makes you feel about the brand. Then turn your insights on to your own customer experience and do everything you can to make the experience better.” Starbuck’s doesn’t sell coffee, Chick-fil-A doesn’t sell chicken sandwiches, Nike doesn’t sell shoes. They sell an emotional impact, a sense of participation, a good experience that keeps customers coming back because they can count on a great feeling every time they come in contact with the brand. Their brands create preference. Experience design breaks the customer experience down to the fundamental emotional touch points that make one brand preferred over another. Those touch points are defined and adjusted to appear every place the customer contacts the brand. When Mike Wittenstein designs a customer experience, every point of contact with the customer and every dimension of the contact is scrutinized. By looking, listening, paying careful attention to your customers and conducting a thorough on-site analysis Mike and his team learn your customers — and what they are experiencing. IMPLEMENTING THE CUSTOMER EXPERIENCE “You always need to design two experiences. One for the customers, of course, the other for the employees so that they’ll know for themselves what a good experience looks like—and feels like.” The definitive phase of the customer experience is implementation. Mike helps clients ensure all the organization’s resources work in unison to consistently produce the emotional outcomes that matter most to customers. Besides his accumulated knowledge, Mike has a proprietary tool kit and carefully selected specialists on call to lead teams through the implementation process, making the tested experience prototypes real. Investments require business outcomes. Mike is acutely aware of the need for measurement to pilot the design and management of your customer experience. He guides the specification of built-in, continuous measurement systems that focus attention on those variables that create long-term value for customers. All of my professional life has been dedicated to bringing the best possible customer experiences to life. Now, as a speaker, my job is to bring the message about the power and importance of the customer experience to audiences. Anybody who has a product, brand or service has a customer experience. You can shape it to be the kind that brings people, and their friends, back for more. If I can make one person in every audience suddenly say, I need to do that! I know I will have brought value to that person. Awareness is the beginning, and once you’re aware, you can’t go back. So that’s my story. It’s still going on. I’d like to share some of my experiences with you. - Mike Wittenstein www.MikeWittenstein.com

Personal slogan or motto

No matter how hard you try or how much you spend, your brand can't be any better than what your customers experience.

Areas of expertise

customer experience design service innovation brand strategy innovation facilitation/coaching

Private, 21-50 employees, Consulting industry

CEO/Chief Experience Officer Currently assisting service brand leaders to escape commoditization by improving customer experiences. Sought after for ability to clearly articulate brand intent; establish governance systems; design and implement experience designs; lead teams to higher levels of performance; ability to quickly find issues and solve problems with clearly articulated plans; and for ability to harness and align marketing, operations, branding, and technology. Customer experience design for Software as a Service companies Delta’s worldwide employee portal iPay Technology’s executive on-boarding program SOHO HERO’s retail brand revitalization Debit card market start-up aimed at students Branding/marketing/business strategy and tactics for Top Motorola retail technology supplier Ecommerce-as-a-platform web services company 2,000-member national organziation Thought leadership, offering design, and plans for employee portal firm design studios consultancies product development companies Sounding board and second opinion work for CEOs of Healthcare manufacturer (profitable innovator) Regional building supplies (market leader) Financial services back-of-house software services company Change management consultancy Other consulting firms Speaker and writer on experience design and innovation management.

Consultant, IBM

Public, 5000+ employees, Technology / Computers industry

Identified early branding and marketing trends, then launched practices, arranged partnerships, and developed methodologies to prepare IBM to do business in new markets. Led multidisciplinary teams on client and internal brand and marketing strategy engagements in the USA, Brazil, Canada, Mexico, England, Germany, and Korea. Generated $1 billion in incremental sales through the introduction of customer-centric strategies. For McDonald’s, developed a branded customer experience for the wireless drive-thru. Prepared a customer experience strategy for The US Mint to improve alignment between teams and partners on $40 million in projects. Introduced Adaptive Marketing, an integrated selling approach for hardware, software, and services to CMOs, which generated $10 million in revenues. Piloted new technologies for IBM’s own customer experience. Moderated WorldJam, a 250,000-employee on-line collaboration experience.

Educational History

Thunderbird, American Graduate School of International Management, Arizona, United States
MBA.
Areas of study: international management services marketing

University of Florida, Florida, United States
Bachelor’s degree, 1979.
Areas of study: area studies languages portuguese, spanish, russian
Awards: Phi Beta Kappa Phi Kappa Phi Omicron Delta Kappa