great experience in an age of extreme expectation

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GREAT EXPERIENCE IN AN AGE OF EXTREME EXPECTATIONS Argyle Customer Care Forum November 2014 @lithiumtech @tsloboth

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Page 1: Great Experience in an Age of Extreme Expectation

GREAT EXPERIENCE

IN AN AGE OF

EXTREME EXPECTATIONS

Argyle Customer Care Forum

November 2014

@lithiumtech @tsloboth

Page 2: Great Experience in an Age of Extreme Expectation

Welcome to a world ofextreme expectations

Page 3: Great Experience in an Age of Extreme Expectation

Is hailing a

taxi too

hard?

Page 4: Great Experience in an Age of Extreme Expectation

Is hailing a

taxi too

hard?

Page 5: Great Experience in an Age of Extreme Expectation

THE CHALLENGE

Buyers are forever changed.

Brands compete with a new kind of ‘great’

experience.

Extreme

Expectations

Page 6: Great Experience in an Age of Extreme Expectation

We’re all getting

used to great.

Page 7: Great Experience in an Age of Extreme Expectation

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

Page 8: Great Experience in an Age of Extreme Expectation

THIS IS SERIOUS, FOLKS

Page 9: Great Experience in an Age of Extreme Expectation

Digital as beginning(and middle and end)1

Page 10: Great Experience in an Age of Extreme Expectation

traditional digital mobile

Aware

Researc

h

Buy

Use

Support

Share

physic

al lo

catio

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print m

edia

we

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ite

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edia

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ork

s

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up-b

ase

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hat

agent-

assis

ted

mo

bile

we

b/s

ocia

l

mo

bile

ap

ps

electronic socialphysical digital

customer experience (cx)mobile

experience

pre-sales experience

out of the box experienceproduct experience

support experience

digital experience

Page 11: Great Experience in an Age of Extreme Expectation

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

Page 12: Great Experience in an Age of Extreme Expectation

Social offers a personal

touch, at scale.2

Page 13: Great Experience in an Age of Extreme Expectation

Context

is King

Page 14: Great Experience in an Age of Extreme Expectation

Think win-win.3

Page 15: Great Experience in an Age of Extreme Expectation

FORRESTER’S VIEW ON GREAT EXPERIENCE

Enjoyable

Easy

Deliver as promised

Page 16: Great Experience in an Age of Extreme Expectation

A GREAT EXPERIENCE GOES BEYOND SAVINGS

Future Revenue

Advocacy

Great Service & Satisfaction

Page 17: Great Experience in an Age of Extreme Expectation

REDUCE SERVICE COSTS

10%reduction in support

costs over

traditional

70%first contact

resolution

rate

Page 18: Great Experience in an Age of Extreme Expectation

DRIVE REVENUE

27%

Customers referred

from the blog have

larger

baskets

20% increased

spending

Page 19: Great Experience in an Age of Extreme Expectation

ADVOCATES ATTRACT SUBSCRIBERS

73%NPS

75%

New subscribersthrough

word of mouth

Page 20: Great Experience in an Age of Extreme Expectation

Now what? Rx

Page 21: Great Experience in an Age of Extreme Expectation

Social channel response:

not optional

Page 22: Great Experience in an Age of Extreme Expectation

INNOCENT AUDIENCE MEMBER

2,230Weekly

Actionable posts

4,094Weekly

Response

volume

524Minutes

Response time

Page 23: Great Experience in an Age of Extreme Expectation

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

Page 24: Great Experience in an Age of Extreme Expectation

Your community exists:

harness it

Page 25: Great Experience in an Age of Extreme Expectation

MoneyExperts

Page 26: Great Experience in an Age of Extreme Expectation

CarEnthusiast

s

Page 27: Great Experience in an Age of Extreme Expectation

Your customers:

give them a mission

Page 28: Great Experience in an Age of Extreme Expectation
Page 29: Great Experience in an Age of Extreme Expectation

GIVE THEM A MISSION

Provide feedback

Page 30: Great Experience in an Age of Extreme Expectation

GIVE THEM A MISSION

Design features & products

Page 31: Great Experience in an Age of Extreme Expectation

GIVE THEM A MISSION

Help other customers

Page 32: Great Experience in an Age of Extreme Expectation

Your budget:

take their lunch money

Page 33: Great Experience in an Age of Extreme Expectation

spent globally on

market research

spent globally on

advertising

$60Bn $500Bn

14%trust

advertising

Source: Edelman Trust Barometer 2014, Nielsen

Page 34: Great Experience in an Age of Extreme Expectation

report they have

a digital strategy

believe their approach

is correct

think they have people

with the right technology skills20%

33%

74%

NOT SURPRISING

Page 35: Great Experience in an Age of Extreme Expectation

Your next move:

come see us

Page 36: Great Experience in an Age of Extreme Expectation

THREE KEY PRODUCTS

SOCIAL CHANNEL RESPONSE BRANDED COMMUNITIESANALYTICS &

KLOUT

Connect Engage Understand

Page 37: Great Experience in an Age of Extreme Expectation

Social

Scorecard

@lithiumtech

Page 38: Great Experience in an Age of Extreme Expectation

GIVE THEM A MISSION

Create content