Fashion Days with Howard Beader & Andreas Meier at Forrester #CXNYC 2015
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At Forrester CXNYC 2015 in New York Howard Beader, Vice President Product Marketing at SDL discussed brand relationships and customer experience. He then joined forces with Andreas Meier, Head of Business Development for Fashion Days Group to talk about customer experience in retail.
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Fashion Days with Howard Beader & Andreas Meier at Forrester #CXNYC 2015
- 1. SDL Proprietary and Confidential Brand Relationships: The Good Is Expected The Bad Goes Viral Howard Beader, VP Marketing, SDL @SDL @HBeader
- 2. The Brand-Customer Relationship New Global SDL CX Research ○ Where does customer experience go wrong? ○ Can you ever win back ex-customers? ○ What gets customers to recommit? @SDL @HBeader
- 3. 3 The Good is Expected, The Bad is Remembered… 2 out of 3 recalled a MAJOR customer experience failure over the last 10 years …less than half remembered a success @SDL @HBeader
- 4. 4 Where Does Customer Experience Go Wrong?
- 5. 5 Where the Experience Goes Wrong Purchase 21% of failures happen during the buying process First Use 17% are lost during the first engagement Support 32% of failures happen during post-sale @SDL @HBeader
- 6. 6 Can You Ever Win Back Ex-Customers?
- 7. 7 Do customers want to reengage with brands that jilted them? 82% tried to resolve 18% did not YES @SDL @HBeader
- 8. 8 But… the odds are stacked against it 1 in 5 would consider coming back 4 in 5 will never come back 56% left anyway @SDL @HBeader
- 9. 9 What Gets Customers to Recommit?
- 10. 10 19% want discounts on future purchases What Actually Will Win Them Back 30% want to see improvement/change as result of their bad experience But…@SDL @HBeader
- 11. The sweet spot for success is the combination of people, process and technology Customer service was cited in 3 of the top 4 reasons for positive CX Getting it Right: The Human Touch
- 12. 12 “Forrester Research, January, 2014 The Convergence of Brand, Customer Experience and Marketing Customer Experience Demands a New Set of CMO Priorities ”
- 13. 13 Andreas Meier Head of Business Development Fashion Days Group
- 14. FASHION DAYS FROM FLASH SALES TO RETAIL Forrester CXNYC 2015 Andreas Meier, Head of Business Development Fashion Days Group New York, 16 June 2015
- 15. • FOUNDED IN 2009 • PART OF NASPERS GROUP • OPERATING IN 7 COUNTRIES • OVER 7 MIO CUSTOMERS • MORE THAN 500 000 PRODUCTS • OVER 1000 BRANDS • CA 30% SALES ON MOBILE • OVER 1.6 MIO FACEBOOK FANS ABOUT FASHION DAYS The #1 Fashion Destination in Central and Eastern Europe
- 16. FROM FLASH SALES TO RETAIL Two different business models compared CHARACTERISTICS OF FLASH SALES CHARACTERISTICS OF RETAIL ADDICTIVE & ENTERTAINING RELIABLE & CONVENIENT SELECTED CUSTOMER GROUP EVERYBODY VISUAL BROWSING NAVIGATING LIFESTYLE DRIVEN PRODUCT DRIVEN NEW PRODUCTS EVERY DAY SAME PRODUCTS EVERY DAY DISCOVERY SEARCH VIRAL & REPEAT SEO & PURCHASED TRAFFIC
- 17. FROM…
- 18. TO…
- 19. FROM FLASH SALES TO RETAIL What does it mean for the customers?
- 20. CHOOSING A TECHNOLOGY SDL eCommerce Optimization • NAVIGATION • ONSITE SEARCH • CAMPAIGN MANAGEMENT • INTELLIGENT PRODUCT RANKING • SORTING AND FILTERING • SEGMENTATION AND PERSONALIZATION • RECOMMENDATIONS • UP- AND CROSS-SELLING • API-DRIVEN TECHNOLOGY
- 21. WHY SDL eCommerce Optimization? • BUY, NOT MAKE • ACCELERATE CHANGE WITH SPEED OF IMPLEMENTATION • CENTRAL, EFFICIENT AND SCALABLE APPROACH • LEARN FROM EXISTING KNOW-HOW KEEP CUSTOMERS HAPPY!
- 22. THINK ABOUT THE CUSTOMER
- 23. THINK ABOUT THE CUSTOMER
- 24. CONSISTENT EXPERIENCE When you change, take customers with you
- 25. TAKE AWAYS MOVE QUICKLY, BUT TAKE CUSTOMERS WITH YOU LEARN FROM THE BEST A CHANGE OF BUSINESS MUST BE PLANNED CAREFULLY DON’T THINK ABOUT FEATURES, THINK ABOUT CUSTOMERS
- 27. 27 SDL helps global brands transform their Customer Experience
- 28. 28 @SDL @HBeader
- 30. 30 For More Detail Download the Research: www.sdl.com/ForresterForum Visit us at Booth 104
- 31. Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Global Customer Experience Management
Notes de l'éditeur
- New Global SDL Research: Surveyed 5000 consumers across 9 countries and 4 generations about their most major customer experience failure in the last 10 years We learn more from the failures than the successes.
- [FANTASTIC CX IN LAST 10 YEARS?] We asked these 3000 customers to tell us about the worst customer experience they can remember over the last 10 years. And we also asked them to tell us about the best experience they could remember in the same timeframe. So of the 2/3 that did report a major customer experience failure, now we’re going to drill down on those negative experiences
- So, we’ve talked about the data and what happens when customers experience a brand failure , now let’s take at why brands fail customers.
- Pre-purchase You were just in the process of investigating products and services from ^f('QS7')^ and evaluating options Shopping / Purchase You had made the decision to buy from ^f('QS7')^ and were in the process of shopping / buying. Initial Impressions You had spent money with the company. After you had purchased products / services from ^f('QS7')^ Product / Service Experience You had enough time to evaluate the product / service from ^f('QS7')^ thoroughly, and ful Post-Sale Support You were in the process of reaching back out to ^f('QS7')^ for service / support help. Re-Purchase You were in the process of buying more products or services from ^f('QS7')^ [JOURNEYSTAGE - OF CX FAIL] Q1.1. The statements below show a journey from just discovering a brand or company for the first time to becoming an active advocate of the brand. Read each statement and select the ONE that best describes how you feel about your relationship with <FAILNAME> when the failure happened.
- [ATTEMPT RESOLUTION] Q4.1 At any point in your engagement with <FAILNAME>, did you attempt to resolve the failure? Yes No [SKIP TO Q4.4] d/k / Not applicable [SKIP TO Q4.4]
- [<FAILNAME> EVER RECOVER?] Q4.5 Would you ever become a customer of <FAILNAME> again? Yes, it’s possible. [SKIP TO Q4.7] No, it will never happen again. [SKIP TO Q4.7] FILTER WHERE ‘YES’ FROM Q4.4 ABOVE [BEHAVIOR CHANGE AFTER WON BACK] Q4.8 After <FAILNAME> won you back as a customer, which of the following apply to how your attitudes and behaviors changed in your dealings with <FAILNAME>? I’m MUCH less loyal than ever before – I’m actively looking for alternatives I’m a little less loyal than before – it wouldn’t take a lot for me to go elsewhere to get what I need Nothing has changed. I’m a little more loyal than before – it would take a lot for me to go elsewhere to get what I need I’m MUCH more loyal than ever before – I like what I get from them, and I’m a big advocate Look at by Demo. Look @ by journey phase.
- So the stakes are very high as once they customer is gone changes are low that they will come back and they will be less loyal and spend less money when they do. but the good news is that our data did show that the vast majority of customers WANT to try to fix Customer Experience issues as they experience them – they aren’t starting out WANTING to foster a bad brand experience. So now we are going to see what customers said would help repair the relationship – or prevent it from breaking up in the first place. What REALLY Gets Customers to Recommit?
- [WHAT DID THEY DO TO WIN YOU BACK?] Q4.6 What did <FAILNAME> do to win you back after the failure? (Select all that apply) [WHAT COULD THEY DO TO WIN YOU BACK?] Q4.7 What could <FAILNAME> do to win you back after the failure? (Select all that apply)
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- Talk Track SDL is uniquely positioned to work across your whole organisation Delivering empowerment to the people that need it but with the centralised control that you need Bringing together all pieces of the puzzle Simplifying complexity And ultimately impacting customer experience in profound ways!
- Pick one of the case study statements
- Talk Track SDL is the only company 100% focused on CX, which means 100% of our R&D, professional services, and customer support time is spent on delivering the best possible customer experience solutions and services We focus on the entire customer experience journey – with offerings to help the digital marketer, eCommerce professional, Customer Support and IT Professional SDL delivers seamless, contextual experiences at each point of the customer journey – across channels, devices and languages SDL makes it easy for departments and divisions to share, collaborate and deliver against their CX imperative Objective of the slide: Position SDL’s strengths mapped to the customer’s problems What is the key point: SDL is best because…