7 steps to survive (and thrive) in 2016 with raving customers

7 Steps to Survive (and Thrive) in 2016*(*if you market to humans in a digital world)

Today’s customer expectsself-directed, real-time problem solving on demandin unquenchable quantity.

AGENDA

Let’s get started.

2 Commitments to Make For 2016

5 Competencies to Embed In 2016

Customers Define Modern Search

Thank you

Adapted from customerbliss.com © Jeanne Bliss

Chris J SnookBrand Humanizer At-Large

At Ethology I am tasked with helping client brands audit and strategically develop/implement a consumer-first (humanized brand) roadmap. I am responsible and accountable for our commercial strategy, client experience, and business development. I help connect the dots between marketing & sales, product development, IT, finance, people, and operations to insure that the company optimizes a client-centric experience that drives business growth and market share.

In 2016 commit to two things:

Customer experience reliability.Customer experience innovation.


Customer Experience Reliability

Your customer is in a fluid state of relationship with your brand and offering (and competitors)

throughout their buyer’s journey. By making a commitment to reliability you are choosing to see this

relationship through the lense of how every decision you make impacts your core asset (The

Customer).


Customer Experience Innovation

Your brand and offering is facing unprecedented external threats to stability in 2016 (shifting

consumer values, market forces, indirect competitors, etc.)

Innovation cannot be reserved solely for the product design silo. Innovate around your customer

experience as you go to market in 2016 or you are vulnerable to losing ground slowly then suddenly.


In 2016 EmbedThese 5 Competencies.

MANAGE customers as assets.

ALIGN everything around CX.

BUILD unified customer listening paths.

CULTIVATE audacity and innovation.

ESTABLISH accountability around CX .

Manage Customers as Assets

Shift attitude from numbers/sales-centric to client asset nurturing and growth. Connect experience

with business impact across the silos. Measure ROI by increased new customer sales, trust, renewals,

and referrals. LAND the right new customers the right way, and seamlessly earn the right to EXPAND

and retain that business year over year.


Expansion of existing clients and new clients

Associated KPI/ROI:Net gain or loss of the customer segment-by volume and value

Rigorous lost customer outreach

Segmentation of promotersand recommendations

Connect ROI to experience

Align Everything Around CX

Shift from silo priorities to customer/client experience-centric journey priorities.


Create empathy mapping around your customers

Associated KPI:Net gain or loss in NPS and eNPS scores.

Identify gaps vs. optimal experiences at moments of truth

Strategic Partnership

ServiceSupport

ServiceDelivery

SOWContracts

SolutionDev

AssessReview

AwarenessResearch


Does each stage of the journey present a “one company” experience?


Do I believe and value

the promises“Your Brand” makes me?

Is “Your Brand”there for me

to provide the client

experience and results I

desire?

Does “Your Brand” clearly

demonstrate a plan for

me get what I need and

give my customers what they

want?

Did “Your Brand”

implementation and service

delivery exceed what I expected? Has a partnership

begun?

Does “Your Brand” make it easy for me to

do business with them?

Do they think of me and how I work/run my

business? Does “Your Brand” anticipate my needs, wants, and work with

my culture?

Is “Your Brand” my partner? Are their solutions

and channel partner

providers the only ones I

want?


ServiceSupport

ServiceDelivery

SOWContracts

SolutionDev

AssessReview

AwarenessResearch


Recognize the Defector Pipeline.RESCUE customers at risk • GROW revenue • EMBED relationship


Seek OtherOptions

BenefitGrow

UseOptimize

BuyImplement

EvaluateDiscover

Follow up to request info

Onboardingfollowup

Less than X% ofpurchased

services are in useFollow up to

NPS detractors

Followup duringand after contract

experience

After X number of calls to supportfor help

Follow up and pursuelost clients

Prerenewalcontact:

Proactive review of business and

experience

Build Unified Customer Listening Paths

Integrating feedback into daily decisions-connected to prioritize ‘client experiences’ not just silo work

streams


Listening category alignment

Inventory and optimize our listening systems

Associated KPIs:NPV (gain or loss) in Volume and Value and LTV of your client base

Net gain or loss in organic referrals

Closed loop client feedback pilots

Minimum of 12 per year

11 125 6 7 8 9 103 421


ServiceSupport

ServiceDelivery

SOWContracts

SolutionDev

AssessReview

AwarenessResearch

Cultivate Audacity and Innovation

Drive proactive operational accountability and focus at our priority customer touch points to give us

predictive reliability to the health of our business looking ahead.


Operational KPIdashboard and goals

Cross Company:focused and fluid client-experience improvement, redesign, and service innovation

Associated KPIs:Speed of Inquiry Response

Contract Success Rate

Recovery time on client issues

Ratio: Production dates met/missed

Cross company issue resolution

Establish Accountability Around CX

Leading and delivering a “one company” experience to our clients requires unified leadership, clarity

of purpose to unite decisions and accountability to collaborate across the silos and embody the

“YOUR BRAND” culture for the sake of consistently raising the bar on our internal service standards.


United clarity of purpose.Associated KPIs:Everyone is held to “experience” accountability

People are enabled to ‘act’

One unified executive team

Decision making lens:“Why” and “how” we will grow.

Employee engagement. Leadership permissionregardless of the title.

One-company accountability, leadership and culture.

Modern customers see modern search through the human understanding of self-directed, real-time, problem solving on demand.

If you are not 100% confident that you are exceeding this expectation we should talk.

A Modern Search Agency One focus: great customer experiences.

No politics. No jerks. No drama. Only accountability.

Thank you for taking the time to give this a thorough review and we look

forward to a discovery call and discussing any needs you may have to

implement your strategy or modern search tactics with these two

commitments and five competencies in 2016.

Thank you!

Chris J Snook

[email protected]

858.883.7529 Cell

602.734.5934 Ext 3036 Office

7 steps to survive (and thrive) in 2016 with raving customers

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