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SDL Proprietary and Confidential
Brand Relationships: The Good Is Expected The Bad Goes Viral
Howard Beader, VP Marketing, SDL
@SDL @HBeader
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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
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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
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Where Does Customer Experience
Go Wrong?
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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
No stage is immune to CX failure
@SDL @HBeader
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Can You Ever Win BackEx-Customers?
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Do customers want to
reengage with brands
that jilted them?
82%tried to resolve
18% did not
YES
@SDL @HBeader
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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
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What Gets Customers to Recommit?
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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…
In Reality: 8%
In Reality: 9%
@SDL @HBeader
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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
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“Forrester Research, January, 2014The Convergence of Brand, Customer Experience and Marketing
Customer Experience Demands a New Set of CMO Priorities ”
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Andreas MeierHead of Business DevelopmentFashion Days Group
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FASHION DAYSFROM FLASH SALES TO RETAIL
Forrester CXNYC 2015
Andreas Meier, Head of Business Development Fashion Days Group
New York, 16 June 2015
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• 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 DAYSThe #1 Fashion Destination in Central and Eastern Europe
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FROM FLASH SALES TO RETAILTwo 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
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FROM…
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TO…
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FROM FLASH SALES TO RETAILWhat does it mean for the customers?
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CHOOSING A TECHNOLOGYSDL eCommerce Optimization
• NAVIGATION
• ONSITE SEARCH
• CAMPAIGN MANAGEMENT
• INTELLIGENT PRODUCT RANKING
• SORTING AND FILTERING
• SEGMENTATION AND PERSONALIZATION
• RECOMMENDATIONS
• UP- AND CROSS-SELLING
• API-DRIVEN TECHNOLOGY
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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!
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THINK ABOUT THE CUSTOMER
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THINK ABOUT THE CUSTOMER
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CONSISTENT EXPERIENCEWhen you change, take customers with you
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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
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SDL helps global brands transform their Customer Experience
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28 @SDL @HBeader
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Language
KnowledgeCenter
Digital Experience
Customer Analytics
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For More Detail
Download the Research:www.sdl.com/ForresterForum
Visit us at Booth 104
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Global Customer Experience Management