How do we shift the needle on your business?

The Experience Curve, created by Blirt, is a framework and diagnostic survey which answers the question, "What are the top priorities we need to do as a team to improve our customer experience and shift the needle on our business?"

We believe customer experience is the unification of sales, marketing & technology to create inspirational branded moments at every stage and touchpoint on the customer journey.

After more than 100 marketing & technology implementations over the first few years of our consulting life, it became abundantly evident that simply buying technology or talent was not the determinant in how well that organisation gained transformation traction in their pursuit of market leadership.

 

The Experience Curve, By Blirt

The Customer Experience Curve - Part 1

The Customer Experience Curve - Part 2

In order to achieve customer experience leadership, organisations need to build competency from the ground up on, (and by unifying) sales, marketing and technology.

How do we execute 'The Experience Curve'?

 

 

Blirt-approach-discovery

Discovery

We listen, observe and understand.

 

Blirt-approach-diagnostic

Diagnostic

We can run an organisation wide diagnostic to unlock value, urgency, competency & alignment.

 

Blirt-approach-Roadmap

Roadmap

We build a CX Roadmap which is managed through the simple approach of OKRs (Objectives & Key Results). 

 

The Complexity of Marketing & Technology

 

But how do you make sure you're investing in the right marketing technology?

With thousands of new technology platforms in the sales & marketing discipline and with more bursting into the market every day, it has become increasingly complex for organisations to gain clarity on the roadmap to great marketing & technology practices.

In 2011 the online industry portal ChiefMarTech.com tracked approximately 150 tech vendors in the MarTech industry.

The industry has almost doubled every year since then and now there are 5,381 products from 4,891 vendors providing marketing technology solutions across all areas of the sales and marketing discipline.


Growth in Technology Solutions for Sales & Marketing

Technology solutions over time. Source: Chiefmartech.com

Chiefmartech.com is now tracking 5,381 solutions from 4,891 unique companies.

The massive disruption cloud services has caused across sales and marketing has resulted talent shortages, massive training needs and a literal arms race of technology in order to find & , maintain competitive advantage.  

Organisations need to empower leadership in their sales & marketing functions and build a technology stack that empowers customer experience. 

Blirt helps organisations navigate this complexity using roadmapping tool, The Experience Curve.

The 6 Characteristics of High Performing CX Teams

 

Our goal is to help you shift the needle on your business. 

To do this it's not just what we do, but who we can help you be.

We have identified 6 characteristics of high performing customer experience teams through recent research. 

High performing teams are able to develop these characteristics; Kaizen (Continuous Improvement), Collaboration, Content Creators, Journey Focused,  Technology Adopters and Purpose Driven.


Kaizen

The art of continuous improvement.  High performance teams demonstrate significant differences in technical ability and skill. 

Collaborative

Almost two thirds of all high performing teams believe executing on CX requires redefining how sales, marketing, tech, service all work together around the customer journey.

Content Creators

34% of high performing teams are working in new channels that didn’t exist 5 years ago.

Journey Focused

High performance teams are 12.8x more likely to heavily coordinate omnichannel activities around journey stages. 

Technology Investors

High performing teams are 14x more likely to be heavy tech adopters & have invested in twice the amount of technology than underperforming teams. 

Purpose Driven Brands

High performing brands are purpose driven.  60% of consumers are likely to switch from brands who are not socially responsible, this grows to 80% of business buyers. 

 

What Does The Experience Curve Diagnostic Discover?

 

The Experience Curve is a diagnostic and strategic planning framework which helps set the priorities on sales, marketing & technology investment in order to help the organisation plot a roadmap to customer experience leadership.

We assess 35 sales, marketing and technical capabilities across the organisation to create a bench mark assessment of CX Maturity, CX Urgency and the CX quarterly priorities and a roadmap to customer experience leadership.

From that assessment we can answer four priority questions; 'Where is the best return?', 'What's urgent vs important to fix?', 'Where do we need to improve our skills/competencies?' and lastly, 'Are we all aligned in direction?'.

1. Where Is The Best Return?

Where does most value come from, if a function is improved?

We are interested in shifting the needle on your business.

An output of the evaluation is the identification of which areas of sales, marketing and technology that if improved will create the greatest level of value in the short to mid term.

All outputs are filtered through a matrix, see the diagram on this page, which if falling in the high value / low current performance then become the high priority actions to do now.

The goal is to have as many functions as possible appearing in the top right to ‘do more’ of and lift business performance.  

Blirt's Experience Curve will identify the high priority actions to create the greatest level of value. 

Blirt's Experience Curve will identify the high priority actions to create the greatest level of value. 


2. What's Urgent vs Important?

What ought to be improved urgently and then via importance?

There will be some functions which will be really important to improve, some really urgent.  

These may be different from value creators.  This section of the evaluation uses a principle from Stephen Covey, Important vs Urgent.

We may need to quickly fix the Urgent & Important but we really want to focus deeply on the Not Urgent Important functions.

Blirt's Experience Curve identifies which functions of sales, marketing & technology need immediate action or strategic focus.

Blirt's Experience Curve identifies which functions of sales, marketing & technology need immediate action or strategic focus.


3. Where Do We Need To Improve Competency?

How competent are we as an organisation in particular functions?

As we know, it’s not just about getting by when improving something or introducing a new capability.  

It is important to embed that new skill or capability into the organisation so that it’s second nature. Maslow called this unconscious competence.  

The state of competency when we can do that thing well each and every time without thinking about it. We’ve applied Maslow’s learning system into the The Experience Curve evaluation in order to identity where the organisation may need to strengthen competency in order to sustain into the future.

The Experience Curve identifies which functions sit where on the Maslow’s learning framework of competency.

Blirt's Experience Curve will identify how competent an organisation is across the 35 identified sales, marketing & technology functions.

Blirt's Experience Curve will identify how competent an organisation is across the 35 identified sales, marketing & technology functions.


4. Are We Aligned?

Do we all agree the direction we need to go?

Building competency in the organisation will required many people working together.  

The first step in moving forward together is to understand if all agree on the steps to improvement. We have often found that new initiatives can easily be derailed with confusion when all key stakeholders do not agree that the path taken should have been the path taken.

This output of the program identifies early if there is strong disagreement on insights on Value, Urgency and Competency.

The diagram is an example of an output.  The larger circle indicates the greater the variance in the answer across the surveyed participants.  The smaller the circle indicates less variance in the answer from participants.

We use this alignment analysis to identify early any areas of great disagreement across the organisation.

Blirt's Experience Curve will identify how aligned a leadership team is to investments in sales, marketing & technology.

Blirt's Experience Curve will identify how aligned a leadership team is to investments in sales, marketing & technology.


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