brand experience management sally hurley vipdesk 093010

VIPdesk Webinar Series

324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1

Behind Every Great Brand is a Great Brand Experience

Brand Experience Management

Ensuring Lifetime Loyalty One Customer Interaction at a Time

Presented by:

Sally HurleyPresident, VIPdesk

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Agenda

• About VIPdesk

• What is Brand Experience Management?

• The importance of Brand Experience Management

• The role of the contact center

• Brand Experience Management Results


Brand Experience Management

About Today’s Presenter

• 20+ years experience delivering premium customer service

• Passion for the customer experience

• Led VIPdesk’s migration to home-based service solution from centralized structure

• Committed to building a culture that supports work-life balance

• Excited to be a part of a transformational way of providing customer service- via a home-based team


About VIPdesk

Sally HurleyPresident

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VIPdesk on Twitter: @VIPdesk

Hashtag: #vipdesk


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Making Great Brands Even Better

VIPdesk’s full suite of Brand Experience Management solutions include

Virtual Concierge and Contact Center Services, Social Media

Management, Experiential Programs, IVR Services and Voice of the

Customer Surveying & Analytics. Global industry leaders trust VIPdesk to

enhance their brands through our customer care and loyalty programs.

Serving as a seamless extension of their brands, our innovative Brand

Experience Management Solutions deliver memorable customer

experiences, business insights and actionable intelligence that generate

customer advocacy and drive business growth.


About VIPdesk

VIPdesk Service Offerings


About VIPdesk

Concierge and Loyalty

Services

Customer Care

Solutions

Social Media

Support

Experiential Programs

IVR Services

Voice of Customer Surveying

and Analytics

Brand Leaders Trust Us


About VIPdesk

Customer Care Experts

• 20+ years of customer service experience

• 10+ years optimizing home-based model

• Expertise in virtual recruiting, training and performance management

• Demographically matched Brand Ambassadors

• Unique platform, processes and culture


About VIPdesk

What is Brand Experience Management?


“Every interaction with the customer is a marketing event.”

Advertising Age

Defining Brand Experience Management

In-store, on-site

Online, calls, emails, chats

Social media interactions



Alignment of all customer touch-points with a company’s brand promise

What is Brand Experience Management



MARKETINGSTIMULUS

BRANDINTERACTION

Radio

SocialMedia

PR

DirectMail

Paid Search

Natural Search

Website

In-Store

Email

Magazine

TV

Billboards

Text

Email

TweetFax

Call

ChatBrand

SatisfactionLoyalty

ROI

Referral

Brand Experience Management Key Elements

• Listening to customers

• Determining target brand identity

• Understanding all customer touch-points

• Aligning messaging and conduct of customer facing team

• Achieving brand reinforcement through service delivery



Does Brand Experience Management Matter?

95%of business leaders believe Customer Experience is the new

battleground (MCE)

Source: The DNA of the Customer Experience: How Emotions Drive Value






49%of customers say a majority of their experiences are bland

Source: Gallup




67%of consumer purchase

decisions are primarily influenced by word of mouth – #1 factor

Source: McKinsey/Thompson Lightstone

The Power of Brand Experience Management


The Importance of Employees

Human Resources People and Leadership

Prioritize employees: employees are the company’s No. 1 customer

President/COO Colleen Barrett: Make employees feel good about what

they’re doing on a daily basis, then Satisfied employees will deliver the same

sense of friendliness and care to Southwest passengers.



The Importance of Customer Service

"We are a customer service business that just happens to fly airplanes.”



Recognizing Customers

Send birthday cards

Invited to company events

Feature in advertising and publications

Recognize at corporate events



Customer Service Principles

Always capitalize the “C” in Customers to emphasize their importance

Employee paycheck reminder: “Customers were responsible for providing this paycheck”

Hiring system to attract and retain “Warrior Spirits” with innate customer service skills

Implement a recognition system and invite the external Customer to help recognize employees

Utilize fun as a strategy to find the kid in everyone



Service Never Sleeps

Warehouse is open 24/7

Customers can order shoes as late as 11 p.m. and receive next-day

Most repeat customers get upgrades to free overnight or second-day delivery



"If customers know that

they're going to get the best

service from Zappos and

they're going to get it

overnight, then anytime we're

going to add a product

category, our customers will be

loyal to us.”

Tony Hsieh, Zappos CEO

Zappos Core Values

Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With

Communication Build a Positive Team and Family Spirit Do More With Less Be Passionate and Determined Be Humble



Culture is the Key to Customer Service

All new corporate employees receive four weeks of customer loyalty training -answering phones in the call center - before starting their actual job

New hires are offered $2000 to leave if the culture does not “fit.”

"Culture Book” employees annually describe what the company culture means to them



“Our number one focus is our

company culture. We interview

people for culture fit. We want

people who are passionate

about what Zappos is about -

service. I don't care if they're

passionate about shoes."

Tony Hsieh, Zappos CEO

What’s NOT in the Call Center

Scripts

Call time limits

Robotic behavior



The Role of the Contact Center


“A customer experience strategy must be embedded throughout the organization to be successful.”

Shaun Smith, Smith+co

Six Strategies for Aligning your Brand Promise

1. Use your own service

2. Listen to the voice of the customer

3. Build a customer-centric corporate culture

4. Replace call center agents with brand advocates

5. It’s the little things that make the brand

6. Mix up your metrics



Use your own service

Call your own toll-free number

Call in the evening/weekend, from your home

Do not call employee hotline or identify yourself as employee

Ask questions that a typical customer would ask



Listen to the voice of the customer

Leverage insight and feedback from customers

Leverage interaction mining tools; social media monitoring platforms

Determine what you want to measure and evaluate

Marketing and Executive teams should review customer feedback

Don’t just use a snapshot – listen and calibrate regularly



Build a customer-centric corporate culture

Encourage employees to act as champions for customers

Build throughout the organization, not just contact center

Organization should provide great customer service to one another to thoroughly integrate customer focus



Hire brand advocates

Front-line agents serve as first, often only, touch-point for your brand

Must deliver passion for your brand, culture and customer service focus

Brand advocates serve customers’ immediate needs and long-term impression

Result is customer loyalty and brand differentiation


Using the Contact Center to Develop Brand Experience Management

It’s the little things that make the brand



Little things can make a big difference in brand perception

Examples include

Is “hold” music consistent with messaging and demographic?

Does email font match who company identity?

Is tone of voice and script what the customer expects

Does the customer receive a consistent experience from one contact to another?

Mix up your Metrics

More to metrics than SLAs

Ask yourself what is most important to your company’s long-term success, not just short-term performance

Identify KPIs that measure brand experience performance, not just immediate service levels

Example: First call resolution might be more useful than AHT



Brand Experience Management Results


Still need a quote here…will find it on Wednesday

Brand Experience Management Strategy

Start with brand promise

Design the customer experience with the brand promise in mind

Assess customer’s needs

Serve the customer completely (look backwards and seek out needs)



Provide relevant matches to customer needs

Communicate as desired by the customer

Rapport and empathy-baseline

Be the expert

Express gratitude on behalf of brand

Be helpful

Brand Experience Management Experience



Gateway Services: Unify disjointed customer experience

Outbound welcome calls: Special touch to make customers feel special

Passionate brand advocates: Identify with company culture, values, and products/services

VIPdesk. Making Great Brands Even Better.

Questions and Discussion


Upcoming VIPdesk Webinars

October 2010•October 19: Impact of Social Media on the 2010 Retail Holiday Season•October 26: How Quicken Loans Uses Social Media to Strengthen Customer Relationships

November 2010•November 9: Customer Experience Management: The Key to Continued Business Growth & Success•November 30: How to Integrate Social Media Into Your Contact Center


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VIPdesk. Making Great Brands Even Better.


Sally HurleyPresident

(703) [email protected]

www.twitter.com/vipdeskwww.vipdesk.com

brand experience management sally hurley vipdesk 093010

Business

customer experience

years experience

brand reinforcement

vipdesk hashtag

target brand identity

companys brand promise

conduct of customer

customer touchpoints