Doing More with Less in ChallengingEconomic TimesDr. Gary EdwardsChief Customer OfficerOctober25, 2011
We believe that everyone deserves to love               where they work, shop and dine.Customer Relationship OptimizationP...
Why Am I Here?                                                                    Does the                                ...
How’s the Economy?        Things Aren’t         Going Well…Page 4 - 11/9/2011   ©2011 Proprietary & Confidential – All rig...
Deliver on Your Brand Promise                        Three Ways                        to Stand OutPage 5 - 11/9/2011    ©...
Happy Employees Make a Difference                                                       Engagement                        ...
Turn Shopping into an Experience                                                                An Escape                 ...
Shout it Out Loud                                       Tell it to the World!Page 8 - 11/9/2011     ©2011 Proprietary & Co...
Don’t Believe Me?  http://www.empathica.com/about-us/management-team/gary-edwards/                     Use the chat button...
Customer Experience Really Does MatterPage 10 - 11/9/2011    ©2011 Proprietary & Confidential – All rights reserved
Customer Experience Matters
Better Experience Helps the Bottom Line                                         Strong brand advocates                    ...
But…                                                                       …few are able to                               ...
The Opportunity of a Changing EconomyPage 14 - 11/9/2011    ©2011 Proprietary & Confidential – All rights reserved
Tough Economic Conditions                      http://www.empathica.com/consumer-insights/Page 15 - 11/9/2011             ...
Let’s Make it… a Bigger DealPage 16 - 11/9/2011    ©2011 Proprietary & Confidential – All rights reserved
It’s the Experience                   Differentiate with experience          Build an Emotional connection with customers ...
Delivering on Your Brand PromisePage 18 - 11/9/2011    ©2011 Proprietary & Confidential – All rights reserved
Three Pillars of a Brand Promise                                               Deliver the                                ...
The Path to Delivering                                        Customer                                       Experience   ...
Employee EngagementPage 21 - 11/9/2011            ©2011 Proprietary & Confidential – All rights reserved
People Experience                                        Customer                                       Experience        ...
A Greeting Card Store                                               • Greeting cards are a                                ...
Engaged Employees Create Emotion    • Employees are engaged    • They have to be…             • Emotional product         ...
Why Caring Matters    • Not just “Do you want fries with that?”    • Employees who care about customer needs              ...
Basic Human Needs Haven’t Changed              An emotional connection to the brand is only possible                      ...
Everyone is Slightly DifferentPage 27 - 11/9/2011     ©2011 Proprietary & Confidential – All rights reserved
How to Keep Employees Engaged   Our research consistently demonstrates the importance of:                                 ...
Customer ExperiencePage 29 - 11/9/2011    ©2011 Proprietary & Confidential – All rights reserved
Product Experience                                      CUSTOMER                                      EXPERIENCE          ...
The Pharmacy Experience                                            • Differentiate with the                               ...
Listen to Customer Needs    • Emotions are not always logical or linear                        I need milk, lipstick,     ...
Building the Right Experience                The Drivers of the DriversPage 33 - 11/9/2011    ©2011 Proprietary & Confiden...
Experience Creates Perception   • The experience creates     perception   • Use this to your     advantage   • What is “Qu...
Prescribe                                                   Communicate The Opportunity                                   ...
Building AdvocacyPage 36 - 11/9/2011    ©2011 Proprietary & Confidential – All rights reserved
Share the Experience                                       Customer                                      Experience       ...
Discount Retailers         • Emotion doesn’t mean luxury         • Even discount retailers can drive great advocacy       ...
Customers Are Talking…                       “Found one item for me then when I asked                       where shower c...
…Everybody’s Listening                             Social Media Adoption                          75%of Facebook users ‘li...
Advocacy NOT Advertising                                                                                             Paid ...
Three Pillars of a Brand Promise                                               Deliver the                                ...
We believe that everyone deserves to love              where they work, shop and dine.Customer Relationship OptimizationPa...
Questions?            Download our Free Consumer Insights Study            www.empathica.com/consumer-insights/Page 44 - 1...
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Doing More with Less in Challenging Economic Times

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Retail focused webinar broadcast on October 25 covering how improved customer experience can be a differntiator in a tough economy

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Doing More with Less in Challenging Economic Times

  1. 1. Doing More with Less in ChallengingEconomic TimesDr. Gary EdwardsChief Customer OfficerOctober25, 2011
  2. 2. We believe that everyone deserves to love where they work, shop and dine.Customer Relationship OptimizationPage 2 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  3. 3. Why Am I Here? Does the Experience Really Matter?Page 3 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  4. 4. How’s the Economy? Things Aren’t Going Well…Page 4 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  5. 5. Deliver on Your Brand Promise Three Ways to Stand OutPage 5 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  6. 6. Happy Employees Make a Difference Engagement can be Contagious…Page 6 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  7. 7. Turn Shopping into an Experience An Escape Worth Waiting For…Page 7 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  8. 8. Shout it Out Loud Tell it to the World!Page 8 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  9. 9. Don’t Believe Me? http://www.empathica.com/about-us/management-team/gary-edwards/ Use the chat button in the corner Let’s make this interactivePage 9 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  10. 10. Customer Experience Really Does MatterPage 10 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  11. 11. Customer Experience Matters
  12. 12. Better Experience Helps the Bottom Line Strong brand advocates spend more 65% 57% of customers purchase a product that was recommended to them by a Sales Associate http://www.empathica.com/consumer-insights/consumer-behavior-reports/Page 12 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  13. 13. But… …few are able to deliver a superior customer experience today… http://www.empathica.com/consumer-insights/Page 13 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  14. 14. The Opportunity of a Changing EconomyPage 14 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  15. 15. Tough Economic Conditions http://www.empathica.com/consumer-insights/Page 15 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  16. 16. Let’s Make it… a Bigger DealPage 16 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  17. 17. It’s the Experience Differentiate with experience Build an Emotional connection with customers Provide an escape from the bad newsPage 17 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  18. 18. Delivering on Your Brand PromisePage 18 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  19. 19. Three Pillars of a Brand Promise Deliver the best Experience BRAND PROMISE Word of Corporate Mouth CulturePage 19 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  20. 20. The Path to Delivering Customer Experience Employee Advocacy EngagementPage 20 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  21. 21. Employee EngagementPage 21 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  22. 22. People Experience Customer Experience EMPLOYEE Advocacy ENGAGEMENTPage 22 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  23. 23. A Greeting Card Store • Greeting cards are a commodity • “I can buy a card anywhere” • An Experience that transcends a $7 purchasePage 23 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  24. 24. Engaged Employees Create Emotion • Employees are engaged • They have to be… • Emotional product • Occasions all carry emotional weight • Employees who carePage 24 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  25. 25. Why Caring Matters • Not just “Do you want fries with that?” • Employees who care about customer needs $598.08 140.00 $600.00 130.00 $430.71 120.04 $500.00 $379.54 120.00 $400.00 110.00 100.00 95.21 $300.00 90.00 $200.00 80.00 76.52 $100.00 70.00 60.00 $0.00 Neither Agree Nor Disagree Agree Strongly Agree Overall Satisfaction Projected # of Visits per Year ($) Projected Yearly SpendPage 25 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  26. 26. Basic Human Needs Haven’t Changed An emotional connection to the brand is only possible when basic needs are satisfied SELF-ACTUALIZATION I love this place ESTEEM I feel important here SOCIAL A place where I belong SAFETY I have the support I need PHYSIOLOGICAL I am compensated for my work Abraham Maslows Hierarchy of NeedsPage 26 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  27. 27. Everyone is Slightly DifferentPage 27 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  28. 28. How to Keep Employees Engaged Our research consistently demonstrates the importance of: • Belief in opportunities for Growth personal and career growth • Positive relationships with Relationship coworkers and management • There is a common belief in Pride brand and tribal valuesPage 28 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  29. 29. Customer ExperiencePage 29 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  30. 30. Product Experience CUSTOMER EXPERIENCE Employee Advocacy EngagementPage 30 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  31. 31. The Pharmacy Experience • Differentiate with the product set • Products can deliver a targeted experiencePage 31 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  32. 32. Listen to Customer Needs • Emotions are not always logical or linear I need milk, lipstick, photos and pain killers…Page 32 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  33. 33. Building the Right Experience The Drivers of the DriversPage 33 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  34. 34. Experience Creates Perception • The experience creates perception • Use this to your advantage • What is “Quality” ?Page 34 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  35. 35. Prescribe Communicate The Opportunity • Show current position through evolution of stages Define Success • Share targets for graduation to the next stage Prescribe Action • Update performance vs. the benchmark • Provide behavioral diagnostics • Incorporate best practice guidancePage 35 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  36. 36. Building AdvocacyPage 36 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  37. 37. Share the Experience Customer Experience Employee ADVOCACY EngagementPage 37 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  38. 38. Discount Retailers • Emotion doesn’t mean luxury • Even discount retailers can drive great advocacy • Focus on experience, and leverage advocatesPage 38 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  39. 39. Customers Are Talking… “Found one item for me then when I asked where shower curtains are - she TOOK me there and showed them to me.“ “Made sure my glassware was wrapped so that it wouldnt break. The cashier even put it in a cardboard box. She didnt have to go to that trouble.”Page 39 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  40. 40. …Everybody’s Listening Social Media Adoption 75%of Facebook users ‘like’ between 2 and 10 brands Source: Mashable BusinessPage 40 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  41. 41. Advocacy NOT Advertising Paid Advertising 13.5 X’s higher click rate than Facebook advertising 8.5 X’s higher click rate than Google/Yahoo advertisingPage 41 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  42. 42. Three Pillars of a Brand Promise Deliver the best Experience BRAND PROMISE Word of Corporate Mouth CulturePage 42 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  43. 43. We believe that everyone deserves to love where they work, shop and dine.Customer Relationship OptimizationPage 43 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
  44. 44. Questions? Download our Free Consumer Insights Study www.empathica.com/consumer-insights/Page 44 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved

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