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#SocialCEM  “Socializing” The  Retail ExperienceCustomer Experience Management — Born Reporting, Reborn Social
Welcome to the Webinar      Your GoToWebinar Attendee Viewer is made of 2 parts:              1. Viewer Window            ...
Follow this Webinar on Twitter             #SocialCEM hashtag.#SocialCEM
About Retail TouchPoints    Launched in 2007    Over 20,000 subscribers    To provide executives with relevant,       i...
Panelists             Dr. Gary Edwards             Chief Customer Officer             Empathica                           ...
Agenda    The Evolution Of Retail    Retailers Turning Back the Clock    New Consumer Behavior    Socializing the Customer...
The Evolution of Retail
Commerce Then To Now                                                                 Global                               ...
Barter EconomyClose relationshipsMutually beneficial goods “Quid Pro Quo”                      © 2012 All Rights Reserved ...
Money EconomyLess need for deeply personal relationshipsMoney acts as a common medium of exchange                     © 20...
Town Economy      Creation of supply chain      Direct relationships become local roles                 © 2012 All Rights ...
Global Economy                                  Trade roles become                                    institutionalized   ...
The Result is Retailers Have Lost Touch                © 2012 All Rights Reserved - Confidential   14
Time to go Back to Basics               © 2012 All Rights Reserved - Confidential   15
Retailers Turning Back theClock                             16
Rebuilding Lost Relationships• Click and Mortar vs. Brick and Mortar• Instant Price Discovery = Shrinking Margins• Focus o...
The Needs of Social ConsumersConsumer Egosystem• Everyday people believe their lives deserve 24h  broadcast (B. Solis - 20...
New Questions to Answer• Do consumers love the experience they are getting?• Is brand equity plus the in-store experience ...
Multiple Inputs, One Experience           MARKETING           EXPERIENCE                                   PRODUCT        ...
Consumer Expectations• Empathica brings to light the  drivers beyond the drivers• Align experience with brand  values = Lo...
Pharmacy Brand Experience• Ibuprofen is Ibuprofen• Differentiate by   – Offering a wider range of services   – By orchestr...
Great Experiences Make a Difference• Improvements across all areas of experience• Nearly 1.5% year over year sales improve...
A Brand Story from a Great Experience           A great story will spread faster than           ever           • 38% of co...
New Consumer Behavior                        25
Social Media and Mobility• Two most disruptive technologies in recent time   – Social Media   – Smart phones and Mobility•...
Consumer Interaction is Changing               Social Media Adoption               75%               of Facebook users ‘li...
Consumer Interaction is Changing              Smartphone Penetration              55%               of US mobile market wi...
Changing Expectations  58% of customers feelcustomer service is getting         worsewww.empathica.com/consumer-insights  ...
Take Feedback to the Next Level               Increase Engagement               20,464 Customers completed               m...
People Vote With Their Feet..and More• More than winning or losing a sale…   2003 “1 to 6” in weeks                       ...
Advocacy is not Advertising               © 2012 All Rights Reserved - Confidential   32
The Power of an Advocate“They always have new items which keep  your interest and desire to go back. It  never gets tired ...
Social Media Advocate MobilizationCustomer completes survey          Only customers with high intent to                   ...
Direct Recommendation From a Survey                                                I am going to use my BMO MasterCard Air...
GoRecommend – Amplify Great Service Experiences to the World   Rapid Market Adoption100+ Brands                           ...
Retail Success Story                                                               The Power of anTime in Field: 11 months...
A Leading Tool for Finding and MobilizingAdvocates                © 2012 All Rights Reserved - Confidential   38
Working Together toSocialize the CustomerExperience                         39
Social CEM to Bring it Together    Deepen understanding of what drives      customer loyalty    Elevate operations to cons...
What Drives Loyalty?Leveraging both consulting expertise and science canprovide a deeper understanding of what drives cust...
Elevate OperationsImproved operationsconsistency has shown up to a$100M increase in sales and5M additional visits per year...
Mobilize Brand AdvocatesGo beyond loyalty and drive active advocacy.Advocates can drive 33% more sales and 18% more traffi...
About Us           44
Global Leaders Share our Belief     Food Services                                               Retail       Finance      ...
Partner With Us  • Full CEM product suite – Patent-pending social media    advocacy, customer feedback, and employee engag...
Q&A Session             Your GoToWebinar Attendee Viewer is made of 2 parts:                    1. Viewer Window          ...
Thanks for attending!     You can download this     presentation here:             http://rtou.ch/socialcem#SocialCEM
Panelists                           Dr. Gary Edwards                           gedwards@empathica.com                     ...
Socializing the Retail Experience
Socializing the Retail Experience
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Transcript of "Socializing the Retail Experience"

  1. 1. #SocialCEM “Socializing” The Retail ExperienceCustomer Experience Management — Born Reporting, Reborn Social
  2. 2. Welcome to the Webinar Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here#SocialCEM
  3. 3. Follow this Webinar on Twitter #SocialCEM hashtag.#SocialCEM
  4. 4. About Retail TouchPoints  Launched in 2007  Over 20,000 subscribers  To provide executives with relevant, insightful content across a variety of digital mediumFree subscription to our weekly newsletter:www.retailtouchpoints.com/signup #SocialCEM
  5. 5. Panelists Dr. Gary Edwards Chief Customer Officer Empathica MODERATOR Dr. Emmanuel Probst VP of Retail Empathica Debbie Hauss Editor-in-Chief Retail TouchPoints Chris Kelly VP of Retail Empathica#SocialCEM
  6. 6. Agenda The Evolution Of Retail Retailers Turning Back the Clock New Consumer Behavior Socializing the Customer Experience © 2012 All Rights Reserved - Confidential
  7. 7. The Evolution of Retail
  8. 8. Commerce Then To Now Global Town Money Barter © 2012 All Rights Reserved - Confidential
  9. 9. Barter EconomyClose relationshipsMutually beneficial goods “Quid Pro Quo” © 2012 All Rights Reserved - Confidential 10
  10. 10. Money EconomyLess need for deeply personal relationshipsMoney acts as a common medium of exchange © 2012 All Rights Reserved - Confidential 11
  11. 11. Town Economy Creation of supply chain Direct relationships become local roles © 2012 All Rights Reserved - Confidential 12
  12. 12. Global Economy Trade roles become institutionalized Consumers have become “personas” not people © 2012 All Rights Reserved - Confidential 13
  13. 13. The Result is Retailers Have Lost Touch © 2012 All Rights Reserved - Confidential 14
  14. 14. Time to go Back to Basics © 2012 All Rights Reserved - Confidential 15
  15. 15. Retailers Turning Back theClock 16
  16. 16. Rebuilding Lost Relationships• Click and Mortar vs. Brick and Mortar• Instant Price Discovery = Shrinking Margins• Focus on consumer’s self and community © 2012 All Rights Reserved - Confidential
  17. 17. The Needs of Social ConsumersConsumer Egosystem• Everyday people believe their lives deserve 24h broadcast (B. Solis - 2011) © 2012 All Rights Reserved - Confidential 18
  18. 18. New Questions to Answer• Do consumers love the experience they are getting?• Is brand equity plus the in-store experience strong enough to outweigh online convenience? © 2012 All Rights Reserved - Confidential 19
  19. 19. Multiple Inputs, One Experience MARKETING EXPERIENCE PRODUCT EXPERIENCE PERSONAL EXPERIENCE IN-STORE EXPERIENCE © 2012 All Rights Reserved - Confidential 20
  20. 20. Consumer Expectations• Empathica brings to light the drivers beyond the drivers• Align experience with brand values = Loyalty © 2012 All Rights Reserved - Confidential 21
  21. 21. Pharmacy Brand Experience• Ibuprofen is Ibuprofen• Differentiate by – Offering a wider range of services – By orchestrating a unique experience © 2012 All Rights Reserved - Confidential 22
  22. 22. Great Experiences Make a Difference• Improvements across all areas of experience• Nearly 1.5% year over year sales improvement• 1 Million responses per year © 2012 All Rights Reserved - Confidential 23
  23. 23. A Brand Story from a Great Experience A great story will spread faster than ever • 38% of consumers have followed through (at least once) with a friend’s recommendation via social media • Driving advocacy offline very impactful in retail © 2012 All Rights Reserved - Confidential 24
  24. 24. New Consumer Behavior 25
  25. 25. Social Media and Mobility• Two most disruptive technologies in recent time – Social Media – Smart phones and Mobility• Driving new consumer behavior © 2012 All Rights Reserved - Confidential 26
  26. 26. Consumer Interaction is Changing Social Media Adoption 75% of Facebook users ‘like’ between 2 and 10 brands Mashable Business © 2012 All Rights Reserved - Confidential 27
  27. 27. Consumer Interaction is Changing Smartphone Penetration 55% of US mobile market will be smartphones by 2014 Simmons National Consumer Study © 2012 All Rights Reserved - Confidential 28
  28. 28. Changing Expectations 58% of customers feelcustomer service is getting worsewww.empathica.com/consumer-insights © 2012 All Rights Reserved - Confidential 29
  29. 29. Take Feedback to the Next Level Increase Engagement 20,464 Customers completed mobile survey in 6 months • 25% of total responses • 58% Mobile from QR Codes © 2012 All Rights Reserved - Confidential 30
  30. 30. People Vote With Their Feet..and More• More than winning or losing a sale… 2003 “1 to 6” in weeks 2012 “1 to 600” in seconds © 2012 All Rights Reserved - Confidential 31
  31. 31. Advocacy is not Advertising © 2012 All Rights Reserved - Confidential 32
  32. 32. The Power of an Advocate“They always have new items which keep your interest and desire to go back. It never gets tired or boring shopping there.” Shared with 575 Facebook friends © 2012 All Rights Reserved - Confidential 33
  33. 33. Social Media Advocate MobilizationCustomer completes survey Only customers with high intent to Customer makes a personalizedand intends to recommend recommend are invited to make a recommendation recommendation Email Post Facebook Post Twitter Post Recommendation is shared via Facebook, Twitter and email with all of the advocates’ friends © 2012 All Rights Reserved - Confidential 34
  34. 34. Direct Recommendation From a Survey I am going to use my BMO MasterCard Air Miles Points to book a flight I use by BMO MasterCard for all my Christmas gifts. This way, the points I redeem will go towards seeing my family for the holidays!Drop down box – multiple options Personalized and Unique Testimonial © 2012 All Rights Reserved - Confidential 35
  35. 35. GoRecommend – Amplify Great Service Experiences to the World Rapid Market Adoption100+ Brands 12.5% – 20% accept invitationCustomer completes survey Only customers with high intent to Customer makes a personalizedand intends to recommend recommend are invited to make a recommendation recommendation Email Post Positive experiences Facebook Post shared with over Over 100,000,000 1,000,000 Friends and Followers advocates found Twitter Post Recommendation is shared via via the Facebook Recommendation is shared Facebook, Twitter newsfeed and Twitter the advocates’ friends and email with all of page with all of the advo © 2012 All Rights Reserved - Confidential 36
  36. 36. Retail Success Story The Power of anTime in Field: 11 months Advocate:Total Number of Advocates Found: 8,116Total Number of Newsfeed 367 Advocates each have overPosts Populated: 1.3 million 500 Facebook Friends… Over a 2-week period: …and have • 3,000+ qualified advocates communicated • 600+ recommendations (20% conversion) positive brand • Each recommendation had a link to a coupon voucher messages via • 2,800 vouchers were redeemed and generated $20,000 GoRecommend worth of sales to over 276,000 people“Great store, plenty of choice, lovely staff, great variety of products sold!” Testimonial of a single advocate Delivered to 1,063 Friends on Facebook © 2012 All Rights Reserved 37
  37. 37. A Leading Tool for Finding and MobilizingAdvocates © 2012 All Rights Reserved - Confidential 38
  38. 38. Working Together toSocialize the CustomerExperience 39
  39. 39. Social CEM to Bring it Together Deepen understanding of what drives customer loyalty Elevate operations to consistently deliver great experiences Mobilize employees and customers as brand advocates © 2012 All Rights Reserved - Confidential 40
  40. 40. What Drives Loyalty?Leveraging both consulting expertise and science canprovide a deeper understanding of what drives customersto your brand and causes them to be loyal. © 2012 All Rights Reserved - Confidential 41
  41. 41. Elevate OperationsImproved operationsconsistency has shown up to a$100M increase in sales and5M additional visits per year insome of Empathica’s research. © 2012 All Rights Reserved - Confidential 42
  42. 42. Mobilize Brand AdvocatesGo beyond loyalty and drive active advocacy.Advocates can drive 33% more sales and 18% more trafficthan regular customers © 2012 All Rights Reserved - Confidential 43
  43. 43. About Us 44
  44. 44. Global Leaders Share our Belief Food Services Retail Finance © 2012 All Rights Reserved - Confidential 46
  45. 45. Partner With Us • Full CEM product suite – Patent-pending social media advocacy, customer feedback, and employee engagement solutions • 200+ brands in food services, retail and financial services • 100+ employees in North America and the UK • 30 million surveys, 50+ countries, 25+ languages • Robust growth plan driven by industry-leading products © 2012 All Rights Reserved - Confidential 47
  46. 46. Q&A Session Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here#SocialCEM
  47. 47. Thanks for attending! You can download this presentation here: http://rtou.ch/socialcem#SocialCEM
  48. 48. Panelists Dr. Gary Edwards gedwards@empathica.com linkedin.com/drgaryedwards Dr. Emmanuel Probst eprobst@empathica.com linkedin.com/emmanuelprobst Chris Kelly ckelly@empathica.com linkedin.com/chriskellybozeman Free Consumer Insights Research www.empathica.com/consumer-insights#SocialCEM
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