Staying abreast of customer expectations

Staying abreast of Customer  Expectations"

Setting the Stage"

The Gap"80% of companies believe theydeliver superior customerexperience!!!! 8% of their customers agree! Bain & Company: Closing the delivery gap

Bye-Bye Baby"!After a bad experiencenearly 90% of yourcustomers will simply! ! …leave! http://www.clicksoftware.com/state-of-customer-service-infographic-ﬁeld-service.htm http://www.rightnow.com/ﬁles/analyst-reports/RightNow_Customer_Experience_Impact_Report_North_America_2011.pdf

Social Media (and Mobile) changed the playground" Graphics by Mark Tamis www.marktamis.com

FB is the 3rd largest country" http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/

The number of smartphones is exploding" Altimeter Group: Beyond Marketing: Developing a Mobile Strategy, April 2011

And people are also using them" On average, people   install 25 apps on their smartphone, but only   use 12. Most used apps   are social network apps. Source: InSights Consulting study SocialMedia around the World 2011

BUT" ! 90% of brand related conversations happen ofﬂine!

Customer Expectations"

Nobody cares about my products"!… and services except me […]. !!What [..] buyers do care about arethemselves and they care a great dealabout solving their problems.! David Meerman Scott

Customers do not want a relationship with you" 2012 IBM study “From Social Media to Social CRM

Customers want tangible beneﬁts"!! 2012 IBM study “From Social Media to Social CRM

Customers want Value"•  Get what they need and want!•  Get the right information at the right time!•  You getting it right the ﬁrst time! •  And if not then get it resolved without further hassle!•  They interact with you, on their terms!Sometimes customers even want to besurprised!

And what is customer experience?" … the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.! Adapted from Wikipedia

Touchpoints" Static Product PromotionHuman Collateral Brand Mail, E-Mail Sales Radio, TV Call Center Consultants Customer Inﬂuencers Service Experience Interactive Web Site Blog E-Mails Social Media Community (Mobile) Apps Product

Increased Customer Value throughout the Journey" Advocacy Loyalty Use Purchase Interac- Attrac- tion Discov- tionAware- ery ness

Post purchase experience impacts your attraction" Advocacy Loyalty Use Purchase Interac- Attrac- tion Discov- tionAware- ery ness

Map and optimize the customer journey"

The Reality"

Your call is important to us …"•  But why am I in the queue right now?!•  And, thinking of it: I am always waiting (prolonged) times!•  The phone tree is cumbersome, voice recognition doesn’t really work!•  Why do I hear advertisements that don’t matter to me?!•  What is really important to you <enter company name here>?!

Moving House - Telstra Clear"

German Railway"

Apple"

Getting There"

People are start and center" Technology Existing   Experiences New   ExperiencesCustomers ‘n’ Employees Strategy

Enhancing customer experience follows a virtuous circle" Design" Validate" Involve customers Segment customers Start on paper Involve stakeholders Virtual designs Measure" Metrics Impacts Correlations Implement"Prioritize Changes Reprioritize Pilots ﬁrst Enhancd experiences

Integration – The end game"Customer! Employee! Partner! Employee! Supplier! Employee! Inﬂuencer! I H S H I SOLOMO Platform! (social)! CRM! ERP! Analytics! Social Data! Master-, Social- & Transactional Data!

Key Take Aways"•  Meeting customer expectations requires a constant cycle of renewing the customer experience along the possible customer journeys!•  360 degree view on the customer needed, including company external data!•  A SOLOMO platform that is deeply integrated into the company IT infrastructure enriches the systems to become a customer integration hub!

Questions?"

Thomas Wieberneit" SocialMeetsCRM! http://www.socialmeetscrm.co.nz! ! thomas.wieberneit@socialmeetscrm.com! @twieberneit! +64 21 241 7701!Thank You"

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Staying abreast of customer expectations

by Thomas Wieberneit on Jun 27, 2012

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