This document discusses social trends related to customer service. It notes that emotional satisfaction is more important than overall satisfaction for customer loyalty. While functional attributes are expected, emotional connections with customers through storytelling and a human brand experience differentiate companies. The Ask Afrika Orange Index benchmarks customer service levels across industries in South Africa and identifies changes to help companies improve service strategies. Winning companies foster authentic customer relationships and make customer experience a company-wide priority.

1. Social Trends-
The Service Context

2. “People will
forget what you
said, people will
forget what you
did, but people
will never forget
how you made
them feel.”
Maya Angelou
© Ask Afrika 2016
Why service matters-

3. Existence
attributes
Undifferentiated
attributes
Exceptional attributes
that surprise and impress
Source: Lior Arussy - Strativity
© Ask Afrika 2016

4. Rise of the emoticon

5. Emotions drive decisions
-100
-80
-60
-40
-20
0
20
40
60
80
100
Surprised
Delighted
Happy
Didn'tfeelanything
Sad
Dissapointed
Disgusted
Angry
Contempt
Fear
Total
Reputation Service FCR Fairness Effort NPS
© Ask Afrika 2016

6. Emotional satisfaction is more important for NPS
69
74
38
0
10
20
30
40
50
60
70
80
90
100
Overall Satisfaction Emotional Satisfaction Loyalty (NPS)
Benchmarks
%
0.697
0.324
© Ask Afrika 2016

7. Brands
becoming
human
© Ask Afrika 2016

8. I like to
pursue a
life of
challenge,
novelty
and
change
52%
50%
50%
48%
48%
39%
37%
36%
33%
25%
© Ask Afrika 2016

9. Behavioural
economics

10. Consumer choices
are driven by
sometimes unknown
emotions
© Ask Afrika 2016

11. The art
of story
telling
© Ask Afrika 2016

12. There is a clear link between emotions and story
telling and therefore our brands should master this
art in order to nurture those emotional connections
© Ask Afrika 2016

13. Lasting customer loyalty: A total customer experience
Quality
and
functionality
Brand
and
Price
Service,
information
and delivery
Emotional
brand
experience
The competitive battleground of differentiators is changing:
i ti
© Ask Afrika 2016

15. A unique South African customer
satisfaction benchmark, since 2001
Broadest and most widely-referenced service
excellence benchmark in South Africa
Comparing service levels across 32 industries
and ranking 159 companies
The Ask Afrika Orange Index® not only
measures service within industries,
but across industries
Includes 10 of the most relevant
service benchmarks
Enables a 360 degree view of the
company
Identify landscape changes and to
provide insights into the mass
consumer trends informing the service
improvement strategies of our clients
C
a
© Ask Afrika 2016

16. For a 360 customer view
© Ask Afrika 2016

17. So, what do winning companies do?

18. Service expectations have changed significantly over the past 5
years. Consumers are more sophisticated, they don’t give us much
credit for hygiene factors anymore and have expanded their list of
expectations.
Companies differentiate by fostering an authentic relationship with
their clients. Customer experience is now a company wide
responsibility to be owned by the entire value chain.
Measure what matters
© Ask Afrika 2016

19. © Ask Afrika 2016
2015 Overall Winners 1st – 20th (ranking to 159 positions)
Base:
10,867
FoodF d
10 20
The Ask Afrika Orange Index ®
Benchmark 2015 = 67.38
Clothing
Clothing
Clothing

20. What to do
• Get your competitive
position on customer
service from the
Orange Index
• Make sure, that your
customer service
measurement is
aligned to social
trends- measure what
matters
© Ask Afrika 2016

21. THANK YOU
maria.petousis@tgi.co.za
Tel: +27 12 428 7400
www.askafrika.co.za