great experience in an age of extreme expectation
TRANSCRIPT
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GREAT EXPERIENCE
IN AN AGE OF
EXTREME EXPECTATIONS
Argyle Customer Care Forum
November 2014
@lithiumtech @tsloboth
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Welcome to a world ofextreme expectations
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Is hailing a
taxi too
hard?
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Is hailing a
taxi too
hard?
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THE CHALLENGE
Buyers are forever changed.
Brands compete with a new kind of ‘great’
experience.
Extreme
Expectations
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We’re all getting
used to great.
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WHAT THIS MEANS
expect a
response from
brands to Tweet73%
expect a response
within an hour72% feel more negative
when not responded
to in timely manner40%
of complaints go
unanswered*70%
*Maritz Research
Customers have
Extreme Expectations
Unresponsiveness Poses Risk
to Revenue & Reputation
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THIS IS SERIOUS, FOLKS
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Digital as beginning(and middle and end)1
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traditional digital mobile
Aware
Researc
h
Buy
Use
Support
Share
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electronic socialphysical digital
customer experience (cx)mobile
experience
pre-sales experience
out of the box experienceproduct experience
support experience
digital experience
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ONLY A CLICK AWAY FROM TRUTH
74%will ask for help
online
66%of consumers see the call
center as a last resort
SOURCE: LITHIUM, FORRESTER
54%of purchases by 2017
influenced by digital
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Social offers a personal
touch, at scale.2
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Context
is King
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Think win-win.3
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FORRESTER’S VIEW ON GREAT EXPERIENCE
Enjoyable
Easy
Deliver as promised
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A GREAT EXPERIENCE GOES BEYOND SAVINGS
Future Revenue
Advocacy
Great Service & Satisfaction
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REDUCE SERVICE COSTS
10%reduction in support
costs over
traditional
70%first contact
resolution
rate
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DRIVE REVENUE
27%
Customers referred
from the blog have
larger
baskets
20% increased
spending
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ADVOCATES ATTRACT SUBSCRIBERS
73%NPS
75%
New subscribersthrough
word of mouth
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Now what? Rx
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Social channel response:
not optional
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INNOCENT AUDIENCE MEMBER
2,230Weekly
Actionable posts
4,094Weekly
Response
volume
524Minutes
Response time
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Statistics
Total Mentions 1,502
Likely Actionable 1,406
Responses 1,958
Average TAR 118 minutes
HOW DOES THAT COMPARE?
@UXX
116K
ONE WEEK PERIOD, LAST
WEEK IN OCTOBER
Statistics
Total Mentions 4,094
Likely Actionable 2,230
Responses 626
Average TAR 524 minutes
@FXXXX
200K
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Your community exists:
harness it
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MoneyExperts
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CarEnthusiast
s
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Your customers:
give them a mission
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GIVE THEM A MISSION
Provide feedback
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GIVE THEM A MISSION
Design features & products
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GIVE THEM A MISSION
Help other customers
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Your budget:
take their lunch money
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spent globally on
market research
spent globally on
advertising
$60Bn $500Bn
14%trust
advertising
Source: Edelman Trust Barometer 2014, Nielsen
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report they have
a digital strategy
believe their approach
is correct
think they have people
with the right technology skills20%
33%
74%
NOT SURPRISING
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Your next move:
come see us
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THREE KEY PRODUCTS
SOCIAL CHANNEL RESPONSE BRANDED COMMUNITIESANALYTICS &
KLOUT
Connect Engage Understand
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Social
Scorecard
@lithiumtech
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GIVE THEM A MISSION
Create content