Hrama customer experience success factors
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Creating a Differentiating Customer Experience - 7 S.U.C.C.E.S.S. factors. Includes resource links.
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Hrama customer experience success factors
- 1. Creating a Differentiating Customer Experience - 7 S.U.C.C.E.S.S. Factors March 10, 2016 Tidewater American Marketing Association
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- 5. What’s Your Goal? Is the goal to get people to notice what we make? Or Are we setting out to make something people choose to talk about? 5 Seth Godin
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- 10. Gap Drivers Mobility Technology Social behaviors Lack of insight/data Many brands not meeting expectations Many brands are still interrupting Touchpoint disconnects – hand-offs 10
- 11. Do you know who your best customers are? Only 38%of marketers are capable of separating prospects and existing customers Razorfish Study 11
- 12. David vs. Goliath? “In six lab and field studies, we explored the effects of having a large, dominant competitor and found that highlighting a large competitor’s size and close proximity can help small brands instead of harming them.” “Competitive narratives should highlight the battle between small and large competitors, and this narrative must be made salient to consumers at the time of purchase.” Framing-the-game effect The Upside to Large Competitors by Neeru Paharia, Anat Keinan and Jill Avery 12
- 14. Consumer centricity • Questions are powerful • Which journey? Where on the journey? 14
- 15. Consumer centricity • Personas define characteristics of target customers 15
- 16. Map the journey • Consumer • Employee • Other stakeholder 16
- 20. S.U.C.C.E.S.S. Utility 20 What questions are your customers and prospects asking? What are their frustrations?
- 24. Building a Connection According to Harvard Business Review, customers who received a customer satisfaction survey after doing business with a company were 50% less likely to cancel their account. They were also three times more likely to purchase another product from that same company. How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz 24
- 29. Conduct a Customer Experience Audit • Experience your brand from mobile • Map the journeys • Map the ecosystem 29
- 30. Conduct a Customer Experience Audit • Get Feedback from: –Staff –Customers –Suppliers • Identify gaps • Begin to build a 360° customer view 30
- 34. Mindset 34
- 35. Culture_Leadership • The Advantage by Patrick Lencioni Free resources including charts and videos 35
- 36. Creating Personas • Adele Revella – Buyer Persona Institute • HubSpot post – How to create personas for your business 36
- 37. Create a Customer Journey Map Creating a Journey Map Post 37
- 38. Customer Experience Gaps IBM Study 38 Some useful stats and an infographic
- 39. Find the Right Tools • Cloud based Customer Service – Mighty Call http://www.mightycall.com/ – LiveOps http://www.liveops.com/ • CRM software – Below is a list of options (don’t be mislead by the title) – http://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm- systems-for-your-company/ – Batchbook http://batchbook.com/ 39
- 40. Survey • Ask for feedback soon after purchase • Keep them simple and basic like: – Please rate your experience – Is there anything we could do to improve? – On a scale of 0-10 would you recommend us to a friend or colleague • Free Tool - https://www.surveymonkey.com/ 40
- 41. Thank You Joe owns Strategic Marketing Solutions, an integrated marketing consulting company. He is active in social media, co-moderates, #SMchat (a Twitter chat) and regularly writes about Customer Experience Marketing for Maximize Social Business. He works with businesses to implement integrated marketing strategies that build Raving Fans. To learn more about capitalizing on the local advantage by creating Raving Fans contact Joe: Email: Joseph.Ruiz@strategicdriven.com Phone: 804.690.4486 Connect on Linked In: www.linkedin.com/in/josephruizjr/ 41
Notes de l'éditeur
- New buying process, McKinsey – Ecosystem realities -
- New buying process, McKinsey – Ecosystem realities -
- New buying process, McKinsey – Ecosystem realities -
- Customers have lots of Options Information Input Connections Noise Expectations
- Equip and empower Daniel Pink – Mastery, Autonomy and Purpose
- Equip and empower Daniel Pink – Mastery, Autonomy and Purpose
- Right time, right message, right channel
- Consumers – emotional connection, relevant communication, anticipate needs – check emarketer slides Chris/Collin/Robert
- Ambassador, transparency internal vs external Build community
- Ambassador, transparency internal vs external
- Ambassador, transparency internal vs external