"smart marketing. customer experience insights are golden"

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"Smart Marketing. Customer Experience Insights are Golden". Keynote presentation by Chris Olson at the inaugural conference of Association of Library Communications & Outreach Professionals, October 9-10, 2011. Held in Glenside, PA.

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  • Smart Marketing. Customer Experience Insights Are Golden

    Christine Olson MLS, MAS Chris Olson & Associates

    October 9-10, 2011 Association of Library Communications & Outreach Professionals Inaugural Conference at Arcadia University, Glenside, PA

  • Explore

    2

    Relationship between brand experience and customer experience

    Brand promise Brand touchpoints Customer experience, journeys, hassles Service industry brand snapshot & experience

  • Customer Experience

    Response customers have to any direct or indirect contact with an organization

    Direct contact: purchase, use, and service

    usually initiated by the customer virtual, on-site interactions

  • Customer Experience

    Indirect contact: unplanned encounters with representations of an organizations products, services, or brands

    word-of-mouth recommendations or criticisms, advertising, news reports, reviews

    social media, networks, communities

  • Critical Brand Components

    Brand Promise what a brand promises to do every day

    for every customer

    Brand Touchpoints every encounter and interaction

    5

  • Brand Components in the Experience

    Brand Promise

    Builds expectations in the customers mind and begins to formulate the mental brand perception the promise is delivered and expectations are met the promise is not delivered and expectations

    become something that is not the promise Promise needs to be unique, compelling and believable

    6

  • Brand Promise: Some thoughts by Medical Librarians in 2006

    Incredible customer service Fulfillment and satisfaction ...a nice bunch of people who

    help me all the time Proactive and value-added Highly personalized service The ability for our clients to do

    their jobs, better For them to look good Problem solving

    Great technology Deliver info when you need it, where

    you need it, and in the format you want it

    Helping clinicians make better decisions...

    Really? These are not unique promises and miss the mark. Refine by asking So what!? Ask that question from the perspective of the customer until the essence of the promise is uncovered.

    7

    Only medical libraries and librarians Promise to Deliver:

  • Brand Components in the Experience

    Brand Touchpoints

    People, places, things... every interaction every encounter

    Brand communication channels Brand promise lives Factors that help define the customer experience Opportunities for expectations to be recognized,

    met & exceeded

    8

  • 9 http://touchpoint-management.com/brandtouchpoint.html

  • Touchpoint Examples

    reference service & chat database interfaces professional meetings vendor interactions displays business cards/letterheads signage (internal & external) front desk/circulation electronic catalog web site(s) Google Maps/directional signs a/v & machinery rental/usage podcasts facilities

    e-mail signature blocks phone answer training materials & sessions orientations & tours staff & professional meetings meeting rooms flyers/brochures/posters

    Your library will have different and more touchpoints than listed here. Each touchpoint gives you the opportunity to establish your brand and reinforce your brand message. Dont forget staff members. You are a touchpoint right this very minute.

    10

  • Customer Insight Tools

    11

    customer journey maps

    customer experience maps

    customer hassle mapping

  • Customer Journey Map

    Diagram that illustrates the steps customers take while engaging with an organization

    All the touchpoints- single and combinations

    Step into the customers shoes Start with awareness and go to the end Who, what, when, how every step of the way Insights not processes

  • http://servantselling.blogspot.com/2008/01/creating-your-own-customer-journey-map.html

  • Customer Experience Maps

    Tracing the experience cycle steps people go through while building a

    relationship with a product or service connecting (first impression) becoming oriented (understand whats possible) interacting with the product (direct experience) extending perception or skill and use telling others (teaching or spreading ) customers

    become advocates and introduce others to the product, beginning the cycle anew.

  • http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/

  • http://www.highpointpubliclibrary.com/index.php?page=customersurvey

    Gathering insights into the customer experience starts on the home page at this library.

  • @#*#! argh! Customer Hassle Maps

    Identifies and defines all the actual steps that characterize the negative experience of a customer. hot spots (emotional and economic) irritations frustrations time wasted delays

    fix and innovation opportunities

  • Hassles

    Add up to outweigh the positives Plant negative brand perceptions and memories

    1. Collect feedback interviews: record the session (GotoMeeting)

    2. Build the hassle map (mind mapping software: Mindjet MindManager)

    5. Analyze and eleminate the hassle Dont stop! Dont let processes get in the way.

    18

  • No need to be fancy, if you dont want to be. A good white board and a pile of sticky notes works too! Its best if the white board is electronic so you can capture your scribbles/notes in a computer file.

  • Insights Stepping into the customers shoes helps you to:

    Align with needs and preferences of target audiences Define functional requirements and fix possible gaps Strengthen the brand for all stakeholders Establish accountability standards Move from library-centric to customer-centric Competitively position a library/LIS in its market Create what people love before they know they want it Boost ROI on marcom strategies and initiatives Understand customer loyalty drivers (and you want repeat customers!)

    20

  • Hospitality Industry Example DESIGNESSENCE

    I believe in looking at other service industries for ideas and examples of good marcom techniques and tools. The hospitality industry offers many examples for branding a service. Its a highly competitive industry requiring all brands to differenciate themselves down to the smallest detail and to make a guests stay memorable so they will become loyal to the brand. Tracking the customer experience is taken very seriously and insights are key to keeping the brand relevant.

    This document for the Hawthorn hotel brand by Wyndham provides insights into the Hawthorn brand and how Wyndham aims to convey the essence of the brand to customers. This document would be used to help introduce Hawthorn franchise owners, staff members, vendors, stakeholders and others to the brand and how to nurture the brand so that it successfully achieves its business goals. Notice how the customer experience is woven into the fabric of the brand story and the roles different brand touchpoints play in the customer journey.

    I have excerpted pages from the document into this presentation. The complete file is available as a PDF in my Slideshare list. The file is called WyndhamHawthorn BrandDesign Essence Jan 2011.pdf

  • This is quite a promise! They aim to have their guests perceive and remember that staying at their hotel is more comfortable than their own bed and home.

  • A great example to apply to your library brand. Think it through.

  • This is an example of a useful visualization for libraries to adopt after performing a SWOT. Show your competitors and your position relative to them and the marketplace. And yes, Google, Barnes & Noble, and Amazon are competitors. Any library/information service/reading room etc. within a 30 mile radius is also a competitor if youre basing your marketplace on geographic boundaries.

  • Theyve segmented the customer experience and the journey so brand touchpoints can be managed to contribute to the brand promise: The hotel is better than home.

  • Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

    J. Josko Brakus, Bernd H. Schmitt, & Lia Zarantonello Journal of Marketing Vol. 73 (May 2009), 5268

    If youre looking for serious reading on the topic, this article is very good.

    Find it at: http://www0.gsb.columbia.edu/whoswho/more.cfm?&uni=bhs1&pub=4243

    52Journal of MarketingVol. 73 (May 2009), 5268

    2009, American Marketing AssociationISSN: 0022-2429 (print), 1547-7185 (electronic)

    J. Josko Brakus, Bernd H. Schmitt, & Lia Zarantonello

    Brand Experience:What Is It? How IsIt Measured? Does It Affect Loyalty?

    Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked bybrand-related stimuli that are part of a brands design and identity, packaging, communications, and environments.The authors distinguish several experience dimensions and construct a brand experience scale that includes fourdimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable,valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment,customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyaltydirectly and indirectly through brand personality associations.

    Keywords: experience marketing, brand experience, customer experience management, scale development,marketing commun

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