customer experiences with soul - sustainable cosmetics keynote
TRANSCRIPT
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Customer Experiences with Soul
Simon Robinson Holonomics Education
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We define sustainability as the quality of our relationships.
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80% Companies believe
they provide a superior experience
!
8% Companies whose customers agree
The Customer Experience Gap
Source: Bain and Company, 2005
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• 91% of marketing leaders believe that in two years they will be competing primarily on the basis of the customer experience
• A 2% increase in customer retention has the same effect as decreasing costs by 10%
• Acquiring new customers can cost as much as 5 times more than satisfying and retaining current customers
• 44% of consumers say that the majority of customer experiences are bland
• 69% of consumers say that emotions count for over half of their experiences
Why Customer Experience Matters
Source: Satmetrix
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Source: John Schulz, Assistant Vice President of Sustainability Operations at AT&T
Would you recommend AT&T products to a friend or
colleague? !
• This is a powerful and meaningful metric. • Customers answer the question on a
scale of 1 - 10. • AT&T explored NPS in relation to
customers who learn about sustainability programmes AT&T has in place.
• NPS doubled when customers became aware of the sustainability programmes.
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Internal = External
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Authenticity
What I say
What I mean
What I do
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Hospital Sírio Libanês
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Conclusions
• Nowadays people do not just want to buy something, they want to believe in something.
• The new business paradigm puts a huge emphasis on company culture.
• Understand that the whole organisation is responsible for delivering a customer experience with soul.
• Look for authenticity in everything you do. • Introduce the Net Promoter Score as a key
performance indicator.
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Great companies are the ones w h o d e s i g n c u s t o m e r experiences with soul. When you can connect with the soul of your organisation and experience the way in which it is expressed through each and every part, then you will h a v e c r e a t e d a l i v i n g , authentic brand.