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  • 1. #SocialCEM “Socializing” The Retail ExperienceCustomer Experience Management — Born Reporting, Reborn Social
  • 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. Follow this Webinar on Twitter #SocialCEM hashtag.#SocialCEM
  • 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. 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. Agenda The Evolution Of Retail Retailers Turning Back the Clock New Consumer Behavior Socializing the Customer Experience © 2012 All Rights Reserved - Confidential
  • 7. The Evolution of Retail
  • 8. Commerce Then To Now Global Town Money Barter © 2012 All Rights Reserved - Confidential
  • 9. Barter EconomyClose relationshipsMutually beneficial goods “Quid Pro Quo” © 2012 All Rights Reserved - Confidential 10
  • 10. Money EconomyLess need for deeply personal relationshipsMoney acts as a common medium of exchange © 2012 All Rights Reserved - Confidential 11
  • 11. Town Economy Creation of supply chain Direct relationships become local roles © 2012 All Rights Reserved - Confidential 12
  • 12. Global Economy Trade roles become institutionalized Consumers have become “personas” not people © 2012 All Rights Reserved - Confidential 13
  • 13. The Result is Retailers Have Lost Touch © 2012 All Rights Reserved - Confidential 14
  • 14. Time to go Back to Basics © 2012 All Rights Reserved - Confidential 15
  • 15. Retailers Turning Back theClock 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. The Needs of Social ConsumersConsumer Egosystem• Everyday people believe their lives deserve 24h broadcast (B. Solis - 2011) © 2012 All Rights Reserved - Confidential 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. Multiple Inputs, One Experience MARKETING EXPERIENCE PRODUCT EXPERIENCE PERSONAL EXPERIENCE IN-STORE EXPERIENCE © 2012 All Rights Reserved - Confidential 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. 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. 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. 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. New Consumer Behavior 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. 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. 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. Changing Expectations 58% of customers feelcustomer service is getting worsewww.empathica.com/consumer-insights © 2012 All Rights Reserved - Confidential 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. 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. Advocacy is not Advertising © 2012 All Rights Reserved - Confidential 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. 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. 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. 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. 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. A Leading Tool for Finding and MobilizingAdvocates © 2012 All Rights Reserved - Confidential 38
  • 38. Working Together toSocialize the CustomerExperience 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. 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. 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. 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. About Us 44
  • 44. Global Leaders Share our Belief Food Services Retail Finance © 2012 All Rights Reserved - Confidential 46
  • 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. Q&A Session Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here#SocialCEM
  • 47. Thanks for attending! You can download this presentation here: http://rtou.ch/socialcem#SocialCEM
  • 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