Patrick Schwerdtfeger is a business futurist specializing in business trends including the use of technology to analyze and cater to individualized customer expectations. Patrick is the author of the award-winning book Anarchy, Inc.: Profiting in a Decentralized World with Artificial Intelligence and Blockchain (2018, Authority Publishing) and a regular speaker for Bloomberg TV. The customer journey, from nameless prospect to established multi-purchase customer, can be mapped with data and analytics, creating a robust customer profile, and delivering intuitive messages along the way. The result is a level of customer engagement that rivals the individual attention of a neighborhood store, but delivered at scale across global enterprises. Patrick has lectured at various academic institutions including Stanford and Purdue Universities. Patrick’s focus on disruptive innovation and exponential technologies provides perspective for attendees, allowing them to envision applications far beyond existing use cases.
Past speaking clients include:
Recent speaking destinations include:
Expert on the Customer Journey
People who are engaged online go through a journey with the companies they encounter. Initially, they see an advertisement or social media post. Some engage while others do not. For those who engage, they see different things and establish a familiarity with the brand. Today’s data-driven business systems can track these various encounters, tracking actions taken as well as purchases made, and offer customized messaging for each customer. Relevance is paramount for trust and purchase activity. If messages are more relevant and more personalized, conversion will increase. The effort involves extensive customer experience mapping, identifying all the different stages a customer can be in, and catering to each stage in a unique way.
Most customer journey models begin with Awareness and then progress through Search, Research, and Conversion, leading to the first revenue event. After the purchase, the customer has their first experience with the company, either leading to advocacy or disappointment. These last two steps are where the Net Promoter Score (NPS) methodology focused. However, the initial steps also contribute to the customer experience. During the Search phase, companies need to ensure unobstructed findability. During the Research phase, companies need to provide compelling content (whether blog posts or social media messaging or online reviews). And during the Conversion phase, companies need to ensure clean and intuitive shopping cart functionality.
Customer Engagement Keynote Speech
Customer engagement is the secret weapon of all progressive brands. Patrick accumulates case histories and success stories that demonstrate the potential of customer journey mapping. These use cases invariably find their way into his keynote programs. There are a number of companies leading the industry forward, including the following:
- Clarabridge: Customer Journey Mapping
- McKinsey: Companies are in the customer experience business
- MaritzCX: Put customers first and manage their journey
- Bain & Company: Customer Journey Analysis