Download - Customer Experience Marketing
Customer Experience Marketing
Michael Pace
Twitter: @mpace101
Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
Slideshare: http://www.slideshare.net/mpace101
Introductions
Twitter: @mpace101
Extraordinary Customer Service Is
NOT The New Marketing
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Extraordinary Customer Service
Was The 1st Marketing
Just ask the world’s oldest profession
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Committed to a long-term relationship
Proactively involved
Emotionally, psychologically, and physically connected
Simply “Satisfying” customers [transactionally] is not enoughTwitter: @mpace101
ENGAGEMENT
Source: Customer Engagement, What’s Your Engagement Ratio?, Gallup Consulting, 2009
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23% Premium
13% Discount
So, Everyone Should Go
Measure Engagement …
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… But Engagement Is Not A Metric
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Twitter: @mpace101
Acquisition
Retention
Aver. Revenue / Customer Profit
ability
Customer Life Time Value
Customer Life Time Value Is
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Support
Loyalty
AdvocacyAwareness
Consideration
Intent
Purchase
Acquisition
ARPU / Profitability
Retention
The Funnel & Customer Life Time Value
Joseph Jaffe
It’s not easy …
And may feel like a scuba diver spinning a battleship Twitter: @mpace101
CultureEats Strategy
For LunchCoffmanOrganization
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Twitter: @mpace101
Customer Experience Starts Before You Have A Customer
Awareness
Consideration
Intent
Purchase
Must be searchable
Media – Paid, Earned/Shared, & Owned
Be Where Your Customers are
Build Trust
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The Purchase
Easy to Use
Trustable
Info Capture
Sharable
Connect
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Reverse The Funnel
Customer Access
Voice of the Customer / Surveys
Acknowledgement
Proactive Support
Sharable / Make it Easy
Support
Loyalty
Advocacy
Purchase
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How the Reverse Funnel Adds to All Drivers of CLTV
Support
Loyalty
Advocacy
Purchase
Acquisition
Retention
Aver. Revenue / Customer
Profitability
Customer Life Time Value
Have a Service Purpose / Vision
Deliver value from customer Point of View
Reinforce beliefs through associates
Organized to support
Good Artists Copy; Great Artists Steal - Picasso
Have a Service Vision / Purpose
Deliver value from the customer’s POV
Reinforce beliefs through associates
Organized to support
4Aligns day to day actions with Service Value Prop
4Defines & commits associates to what exceptional service is
4Empowers associates to act
4 Design goals and processes from the customer’s standpoint (working backwards from the customer
4 Focus on what’s important to them, not internal needs first
4Measure and incent on based on your vision and customer needs
4Fosters the expectation of living your vision
4Enables organization to “walk the talk”
4Puts associates in position to grow and win
How to Create an Awe-Inspiring Service Environment
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How B2B is Different – Top Funnel
Awareness
Consideration
Intent
Purchase
Time Relationship Thought Leadership Where
Tools Communities Groups
Being Found
Support May Start Before Purchase
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How B2B is Different – Flipped Funnel
Implementation sets the Stage
Creating the Customer Success Path (Happy Path)
VOC & Customer Advocates
Support
Loyalty
Advocacy
Purchase
Treat Your Customers As If They Were
Newspaper Reporters With A Flash Mob
Behind ThemTwitter: @mpace101
Sharing experiences and Q&A
Twitter: @mpace101 #CCCon12
• Starbucks experience pic http://spinsucks.com/social-media/a-fantastic-starbucks-customer-experience-story/
• Funnel http://www.jaffejuice.com/flip-the-funnel/• www.socialquickstarter.com – Constant Contact
References
Twitter: @mpace101
Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
Introductions