Customer experiance conference la

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  • That ’ s when according to moi the world changed forever governments were challenged in a peaceful way and the top down approach of because I said so changed the way the world is run. The founding fathers of the internet were born to that generation , which straddles the border between France and Switze rland, publ icize d the new World Wide Web pr oject. The Web wa s invented by English scientist Tim Berners-L ee in 1 989.
  • We came from mass production and mass consumption, today ’ s consumer recognizes that we deserve more Image of person with callouts as to who they are now 1. Educated 2. transparent 3. innovative 4. simplicity 5. experience most of all 6. human
  • Our eyes are open to the stories we are told every day – the noise marketers make around us, no longer holds our attention. We know there is more to life choices Get clip of this show
  • joke of the kid asking his parents where we come from mom says god dad says monkeys, mom thats his side of the family consumer view vs company veiw That the consumer is different and therefore needs to be treated differently pic of a monkey eating you hear conversation all the time but we don't listen we are so focused on the outcome finish the transaction conversion rate vs experience We need to cultivate our customers
  • Marketing words – what comes to mind when we say these words? Why are we using them to talk about the consumer?
  • Place this with the consumer Transparency is key for the web and the future of commerce
  • fast food says something   we want to get from point a to b and consumers in America want results now the in between is not so important companies that start focusing on the experience will succeed., the focus group in chicago we need to slow it down (a pic of a fat person near a burger king)
  • Heroes gives the consumer a full experience Zappos in the airport Ebags video Border bookshelves
  • Comcast video

Transcript

  • 1. Customer Service on Steroids Pinny Gniwich @pinnyice
  • 2. 60 ’ s 21
  • 3. Educated Transparency Experience Innovative Simplicity Human
  • 4. The moment of Realization
  • 5. Banana theory 33
  • 6. Target strategy Direct hit Mission statement Call to action Bait and switch Champion Decoy Yield
  • 7. 35
  • 8. 36 Brand Hell
  • 9. P PEOPLE
  • 10. Experience
  • 11.  
  • 12. E for Experience (not eCommerce)
  • 13. The NET PROMOTER SCORE is based on ONE QUESTION: How likely are you to recommend … to a Colleague or Friend? Responses are broken into three groups: • PROMOTERS = All who scored 9 or 10 • PASSIVES = All who scored 7 or 8 • DETRACTORS = All who scored 0 to 6 NPS = % Promoters ― % Detractors
  • 14. Quality Products
  • 15. 5.3 million views
  • 16. “ Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  • 17. “ Social Media is Like a Cocktail Party: Listen Then Respond” Photo Credit: The Dana Files
  • 18. 200 Million Boxes
  • 19.
    • Me in a uniform, scout
  • 20.  
  • 21.  
  • 22.
    • 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
    • 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
    • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
    • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
    • * Slide courtesy of Digital Influence Group
    Social media influences people
  • 23.  
  • 24.  
  • 25. Social Media Objectives
    • Create brand awareness through online word of mouth
    • Acquire new customers via the social media channel
    • Foster loyalty and retention among existing customers
    • Improve customer service level
  • 26. Social Media Ecosystem
  • 27. The Ice.com Social Media Monitoring Workflow
  • 28. Listen
  • 29. Some More Tools
  • 30. 5 Things we have learnt Things we have learnt
  • 31.  Create an authentic social media presence for your brand to establish consumer trust and loyalty 1
  • 32.  
  • 33.
    • The conversation is not :
      • controlled
      • organized
      • “ on message ”
    • The conversation is :
      • organic
      • complex
      • speaks in a human voice
    • Social media is not a strategy or a tactic – it’s simply a channel .
    The social media conversation
  • 34. Building relationships…
  • 35.  
  • 36. Fix Great Fan Pages
    • http://www.facebook.com/threadless for Threadless T-shirts. Very engaging, great use of video, a weekly center of community engagement
    • http://www.facebook.com/pages/UJA-Federation/212360145318? UJA- Federation of Toronto. Regular updates, comments from fans and a mix of events, current events, and news items
    • http://www.facebook.com/JewishClimateCampaign for Jewish Climate Campaign. Sharing links to news, commenting on posts, growing daily
  • 37.  
  • 38.
    • Dedicate in honor
    In Memory of
  • 39. 6250 Submissions
  • 40.  
  • 41. Leverage the value customer communities to capture customer insight 2
  • 42. Our #1 Complaint
  • 43. Bandwidth
  • 44. Call centre volume down
  • 45. Before
  • 46. Add to Cart up %25
  • 47. Conversion up by %11
  • 48.
    • Returns down
    • Conversion up
    Returns down
  • 49.  
  • 50. Use customer feedback to create new revenue streams 3
  • 51.  
  • 52.  
  • 53.  
  • 54.  
  • 55. Ellen DeGeneres Valentine’s Day Special Audience Gift and Initiative to Support Haiti
    • Results:
    • 30-second on-air endorsement from Ellen DeGeneres to 3,000,000+ viewers
    • Est. 4,000+ New Fans and email opt-ins in 48 hours
  • 56. 4000 New Fans
  • 57. Provide individual customer feedback that is helpfuland visible to other customers 4
  • 58. Engagement
  • 59.  
  • 60. Turn a negative experience into a postive interaction 5
  • 61. Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal. Soc Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.
  • 62.  
  • 63.
    • Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on my deck.  Thank you so very much for your thoughtfulness and kindness.  I will never, ever forget your gesture to me.  Mom came through the surgery like a trooper.  When I saw her afterward she was glowing.  For the first time in months and months she had no pain.  I'm anxious for her physical therapy to begin so that I can hopefully bring her home this weekend.
    •  
    • Again, with all my heart, thank you.  (I'm wearing my rings as I type this.  They make me so happy because of the beautiful rainbow colors.)
    •  
  • 64.  
  • 65.
    • Bazaarvoice “People are twice as likely to convert when there is a negative review amongst the positive ones” Sam Decker CMO
  • 66.  
  • 67.