optimizing the customer experience
DESCRIPTION
Much has been written in the business press about the imperative to optimize the customer experience. Too often, the advice is buried beneath technical jargon and needless complexity, rendering it useless. This presentation takes a different approach by illustrating some specific examples of everyday customer experiences gone right and wrong, and examining the elements that contributed to their success or failure. We are all customers. Those of us who are also marketers must learn from our personal customer experiences and bring a dose of common sense to the marketing strategies we are responsible for creating. Note that this content is not intended to serve as a standalone presentation, but rather a set of props to help illustrate the customer experience stories. There are two embedded YouTube videos in the presentation. After slide 22 - Pizza Palace: http://www.aclu.org/pizza/images/screen.swf After slide 31 - Bionaire: http://www.youtube.com/watch?v=irdrjNPrtUcTRANSCRIPT
Huh??
Let’s Simplify:What Is A Good Customer Experience?
For the Customer?
For the Brand?
What Is A Good Customer Experience?
For the Customer For the Brand
Quality
Service
Value
Convenience/Simplicity
Recognition/Understanding
Only pleasant surprises
Customer Satisfaction/Loyalty
Customer Engagement/Insight
Brand Image
Profit
Maximize revenue
Minimize cost
Where are there tradeoffs?
Where are there common objectives?
What Is A Good Customer Experience?
For the Customer For the Brand
Quality
Service
Value
Convenience/Simplicity
Recognition/Understanding
Only pleasant surprises
Customer Satisfaction/Loyalty
Customer Engagement/Insight
Brand Image
Profit
Maximize revenue
Minimize cost
Where are there tradeoffs?
Where are there common objectives?
Two Required Ingredients
IntentionDoes the company have the right priorities, culture, incentives, empowerment, training, communication and mindset to “do the right thing” for their customers?
Ability to ExecuteDoes the company have the proper systems, processes, technology and access to data to effectively engage with their customers?
Obligatory 2x2 Matrix
Obligatory 2x2 Matrix
Pizza Palace - Recap
Q: “How do you KNOW all this stuff?!” A: “We just got wired into the system.”
Q2: WHY do you know all this stuff?
Pizza Palace – “wired into the system”
automatic inbound caller ID automatic inbound customer lookup last call history interactive dialog management multiple phone numbers and addresses for customer personally identifiable health information geographic information and segmentation (orange zone) offer optimization (next best offer) transactional history (travel, library, retail, magazine) family relationships (wife) financial data
Obligatory 2x2 Matrix
An Email From Google
Google’s New Privacy Policy
Obligatory 2x2 Matrix
StatisticsBIONAIRE FIRE HAZARD SPACE HEATER MICATHERMIC RECALL DANGEROUS
“Our computer network does not allow us to access YouTube videos.”
- Bionaire customer service rep
Obligatory 2x2 Matrix
36¢
Customer Experience Summary
Requires both intention and ability Requires active listening and ability to
sense and respond Even better: anticipation …but don’t be creepy (see Pizza Palace) Brands no longer have total control over
the customer experience Angry customers are very vocal 36 cents can go a long way
