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Webinar Bridging The Experience Gap Final

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  • Build a bear and HamleysSouthwest using fun Overbury – look and feel of professionalism on site (non-confrontation)Ryan Air adding in cost and not realising the negative emotional impact
  • Paco Underhill: why we buy, removal of carpets from a store saw sales dropExample of McDonalds, recent renovation of storesExample see last IAT webinar and brief – demonstrated links to growth esp. Net Promoter (blog to follow)
  • Zhecho: Build a bear experienceCustomise bear, but liked already stuffed bear. Can I buy stuffed bear an put recording in bear, yes, came back another employee – cannot do that. I already spoke to colleague and at end of day did it.
  • Colin Hertz experience Naples
  • The Operational margin jumped 200%, same store sales jumped with 4% from –9% year on year.Starbucks embraced customer research surveys and one of the first thing they found out seemed basic – people in different regions had different tastes for the coffee:Sun Belt – prefer cold drinksNortheast – like drip coffeePacific Northwest – drink more espressoYet the executives in charge of regions of the country were divided along time zones and out of touch with what different customers wanted. All of a sudden you start to see it’s not a numbers game — it’s about consumers influenced by where they live
  • It is not the fact these gaps exist that is the surprise, rather their magnitude and extentOrganizations do not seem to be aware just how much opportunity there is to differentiate emotionally. For us this is symptomatic of a rational cost-cutting focus with executives burying their heads in the sand to the realityThere is also a lack of understanding of the economics behind this e.g., the impact of Social Media and …… The sheer extent of this gap represents a call to action….. Expectations: 38% to 6%Issue handling: 61% to 23% recogniseHonesty: 66% to 15%Feelings: 80% feel they are a transaction
  • THANK YOU! We enjoyed the opportunity to interact with you today.Please complete the SHORT survey that includes an opportunity to receive a copy of this webinar information. We appreciate your feedback as we strive to continually improve our customer experience.Our next webinar will be held on April 15th . If you’d like to participate, please let us know.Should you have questions or want additional information, please contact us.
  • Transcript

    • 1. Bridging the Experience Gap
      Beyond Philosophy Webinar
      Steven Walden, Senior Head of Research and Consulting
      Colin Shaw, Founder and CEO
      Zhecho Dobrev, Consultant
    • 2. Webinar Flow
      Introductions and Instructions 5 minutes
      Research findings 25 minutes
      What can you do about it… 15 minutes
      Questions and Answers 15 minutes
      2
      Beyond Philosophy © All rights reserved. 2001-2010
    • 3. GoToWebinar Example Interface
      1. Viewer Window
      2. Control Panel
      Beyond Philosophy © All rights reserved. 2001-2010
      3
    • 4. 4
      Beyond Philosophy © All rights reserved. 2001-2010
      The Beyond Philosophy Perspective
      Customer Experience is all we do!
      Thought leadership is our differentiator
      Fourth book launched in September 2010
      Links with
      Academia
      Focus on the emotional side of the Customer Experience
      Offices in London, Atlanta with Partners in Europe & Asia
    • 5. 5
      We are proud to have helped some great organisations…
      Beyond Philosophy © All rights reserved. 2001-2010
    • 6. Bridging the Experience Gap
      Beyond Philosophy Customer Experience Trend Tracker Research
    • 7. Customer Experience Trend Tracker Research
      1,000 interviews (Organization Managers and Consumers)
      UK and USA
      Online survey
      7
      Beyond Philosophy © All rights reserved. 2001-2010
      18-24
      55-64
      25-34
      Industries
      Age
      45-54
      35-44
    • 8. The Definition of Customer Experience
      8
      Beyond Philosophy © All rights reserved. 2001-2010
      A Customer Experience is an interaction between an organization and a customer.
      It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact.
    • 9. The Experience Gap
      9
      Consumer
      Organizations
      Beyond Philosophy © All rights reserved. 2001-2010
    • 10. Emotional Gap
      Understanding how customers feel
    • 11. Emotional Gap – Organizations miss the real picture
      11
      The gap – customers feel more negative than organizations think
      The customer experience is bland: it is not as positive as organizations think!
      Customers do not distinguish between the different emotions. This is an opportunity for differentiation
      Blight of the bland
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 12. Organizations think they focus on emotions but they don’t!
      12
      Less than 20% of organizations consider how customers feel
      Customers feel that 80% of organizations consider them a transaction
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 13. 13
      A lack of full understanding of the Customer Experience
      4Ps rational
      understanding
      … ..we know that 50% of the Experience is about the emotions
      Sub-conscious
      & Emotional
      understanding
      13
      Beyond Philosophy © All rights reserved. 2001-2010
    • 14. The Power of the Subconscious
      “One figure which always surprises people is...
      The subconscious processes 200,000 times more information than the conscious mind without us having to focus on it and does that processing before our eyes have even recognised the person or object.
      It is disposed to process emotions even faster, around 10 times faster than our conscious mind.”
      -- Dr Peter Jones
      Beyond Philosophy © All rights reserved. 2001-2010
    • 15. Customers say inconsistent in handling issues
      15
      61% of customers say there is a problem in terms of consistency in handling issues yet only 23% of managers recognize the problem
      66% of organizations think they are honest and cooperative: but in contrast, only 15% of customers think they are!
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 16. When there is an issue it is also hard to get to a manager
      16
      Only 25% of customers say it’s easy to speak to a manager
      …despite the fact that 70% of organizations believe they are committed to Customer Experience
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 17. The Problem of Hidden Defectors
      17
      Beyond Philosophy © All rights reserved. 2001-2010
      Case Study:
      Enterprise with 2 million customers
      Revenue = $200,000,000 per year
      Average Revenue per customer = $100 per year
      Sources: Cherry Tree Research, Bain & Co., McKinsey, Harvard Business Review and Gartner
      2,992 customers
      $299,200
      At risk — 34%Issue not resolved
      2,464 customers
      $246,400
      Complain2%
      Defect — 28%
      8,800
      customers
      Poor experience22%
      Resolved — 38%
      440,000
      customers
      Do notcomplain98%
      At risk — 55%Decline in wallet
      share
      237,160 customers
      $23,716,000
      Positiveexperience 78%
      431,200
      customers
      194,040 customers
      $19,404,000
      Defect — 45%
    • 18. New Economics: Hidden Defectors on Social Media
      18
      Beyond Philosophy © All rights reserved. 2001-2010
    • 19. Organizations Lack Familiarity with Customer Expectations
      19
      Only 38% of organizations state with confidence they know their customers’ expectations
      Mind the gap! Only 6% of customers think organizations know their expectations
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 20. Starbucks rebounds by understanding expectations
      20
      Beyond Philosophy © All rights reserved. 2001-2010
      Inthe First Quarter of 2010, net income was $241.5 million, up from $64.3 million in the year-ago quarter. Same store sales jumped to 4% from
      –9% year on year.
      Sun Belt – prefer cold drinks
      Northeast – like drip coffee
      Pacific Northwest – drink more espresso
    • 21. Do the research AND take action on it
      21
      Majority of organizations either don’t conduct customer research or don’t act upon it
      Organizations are slow to respond to change
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 22. Improvements to Customer Experience
      22
      Only 5% of consumers think their customer experience with organizations has improved
      Yet 29% of organizations think it has!
      Beyond Philosophy © All rights reserved. 2001-2010
      Source: Beyond Philosophy CETT
    • 23. So What is Surprising?
      The magnitude of the gaps
      The extent of the gaps
      The lack of organizational awareness of the gaps and their size
      The lack of emotional understanding of customers
      The degree to which customer-centricity has lacked effectiveness within organizations (it is just a word!)
      It is not the fact these gaps exist that is the surprise, rather their magnitude and extent. The sheer extent of these gaps represents a call to action……….
      23
      Beyond Philosophy © All rights reserved. 2001-2010
    • 24. What can be done about these results?
      24
    • 25. The issue is that senior exec’s don’t think this is important…
      25
      Beyond Philosophy © All rights reserved. 2001-2010
    • 26. What do Senior Exec’s think are important?
      Achieving Revenue and cost targets
      Profitability
      Share price
      The reputation
      Future job prospects
      Bonus
      Job retention
      Self esteem
      Job satisfaction
      more….
      26
      Beyond Philosophy © All rights reserved. 2001-2010
    • 27. 27
      Beyond Philosophy © All rights reserved. 2001-2010
      Understand customers’ emotional & subconscious links to value
    • 28. Top five areas to address…
      Start to build a business case that shows the $$$ revenue benefits
      Undertake pilots to prove this works
      Educate the senior team on the Customer Experience and the opportunity it provides
      Work on building the Customer centricity of the organization
      Establish new Customer focussed measures
      Define the Customer Experience you are trying to deliver
      28
      Beyond Philosophy © All rights reserved. 2001-2010
    • 29. Resting ‘on your laurels’ is a recipe for disaster
      29
      Over 25% of the 1955 Fortune 500 are now extinct: ‘it is not the strongest of the species that survives, nor the most intelligent, but the ones most responsive to change.’ (Charles Darwin)
      Beyond Philosophy © All rights reserved. 2001-2010
    • 30. Our next webinar is coming soon!
      Next webinar
      Customer Experience Trend Tracker (CETT) research on the HEALTHCARE in UK and USA
      Date: April 15 at 4pm GMT/11am ET /8am PT
      30
      Beyond Philosophy © All rights reserved. 2001-2010
    • 31. Further conversation? Contact us ...
      31
      Beyond Philosophy © All rights reserved. 2001-2010
      Web & Blog: BeyondPhilosophy.com
      London Office: 0207-917-1717
      Atlanta Office: 1-678-638-6162
      colin.shaw@beyondphilosophy.com
      steven.walden@beyondphilosophy.com
      zhecho.dobrev@beyondphilosophy.com
      ColinShaw_CX
      Steven_Walden