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No Pain Equals Gain: Creating the Ideal Customer Journey

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An enjoyable customer experience will build trust, turn customers into advocates and earn you both return business and new referrals. Learn to make a great first impression (and keep it going), identify customer pain points (and eliminate them), and solicit ongoing feedback.

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No Pain Equals Gain: Creating the Ideal Customer Journey

  1. 1. Create an Ideal Customer Journey NO PAIN EQUALS GAINTammy A. Beil Alarm Capital Alliance
  2. 2. © 2015 by Honeywell International Inc. All rights reserved. Speaker Tammy A. Beil • Senior Vice President of Marketing, Alarm Capital Alliance • tammy.beil@alarmcapital.com 1
  3. 3. © 2015 by Honeywell International Inc. All rights reserved. Customer Experience 5 Key Customer Experience Facts 1. 80% of U.S. consumers would pay more for a product or service to ensure superior customer experience (Source: White House Office of Consumer Affairs) 2. 68% of businesses plan to increase their spending on customer experience (Source: Call Center Executive Priorities) 3. 44% of consumers consider customer loyalty to be a relic of the past (Source: Avaya and BT Research) 4. Shoppers use an average of 10.4 sources of information to make a purchase decision (Source: Google) 5. Referred customers deliver 16% higher lifetime value (Source: Wharton School of Business) 2
  4. 4. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey About the Customer Journey • Begins well before the customer actually becomes a customer. 3
  5. 5. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey Beginning the Customer Journey: Your Brand Message • Branding Awareness - Attributes • Messaging Platform - Know Your Audience - Is Your Message On Target? - Is It On Time? • Value Proposition - Vs. Benefits - Tie It Back To Solutions 4
  6. 6. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey There are many brand touchpoints throughout the customer journey. 5 Blogging, PR, SEO, Advertising Website, Blog, Social Media Advocate Introduction Awareness Education Engagement Purchase Retain/ Upgrade Brand Ambassadors, Blog
  7. 7. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey I’ve Got a Customer, Now What? • The journey does not end once they convert; this is where it begins! • How to treat your customer to create “advocacy”. - Call Center - Service - Communications 6
  8. 8. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Call Center Call Center • 78%of customers have already researched online before contacting you. • 79% of customers actually think they know more about the issue than the customer service agent. 7
  9. 9. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Call Center Call Center 8 Source: Avaya Consumer Preference Report
  10. 10. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Call Center Call Center There is untapped potential in your call center—with your staff and infrastructure. To unlock it, you must: • Measure efficiencies in your call center operation. • Identify areas of improvement without sacrificing the customer experience. • Educate your staff. Staffing is the most expensive part of the operation, so finding the ideal match between agent potential and education is critical. 9
  11. 11. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Service Service You need to deliver a positive experience without sacrificing profitability—which requires balancing the needs of your customers with the realities of your business. 10
  12. 12. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Service Service • 99% of the time, service problems are a result of wiring and sensor problems setting off alarms*: - Doors and windows - Motion - Glass breaking - Smoke and heat detectors *www.alarmprofessor.net/pages/alarm-service-and-maintenance 11
  13. 13. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Service Service • Be creative: How can you use your service to differentiate you? 12
  14. 14. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Communications The Age of the Social Consumer • “A brand is no longer what we tell the consumer it is. It's what the consumers tell each other it is.” Scott Cook, co-founder, Intuit 13
  15. 15. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social What is Social Media? 14 Consumer-to-Consumer (C2C) WOM Focused, Social Brand-to-Consumer (B2C) Brand Focused, One Directional BRAND BRAND
  16. 16. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social How it Works • Social Media 15
  17. 17. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social Social Activities Continue to Rise 16
  18. 18. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social 17
  19. 19. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social What’s New? 18
  20. 20. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social A Glance at the Social Future 19
  21. 21. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social Let’s Get Social • Six Rules for Social Media Success 1. Follow Your Head, Not the Herd 2. Own It, Don’t Outsource It 3. Get Out of the Silo, Get Into a Strategy 4. Stop Dabbling, Commit 5. Drop the Fluffy Metrics 6. Don’t Campaign, Sustain 20
  22. 22. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Online Reviews Reputation Management • Local Presence - Yelp! - Kudzu - Nextdoor - Google+ - Angie’s List - Reputation.com - Local Online Communities and Bulletin Boards 21
  23. 23. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Online Reviews Reputation Management • Negative Online Reviews: - No one is perfect, negative reviews happen - Embrace these and view as an opportunity to make it right with the customer in a public forum - Be timely and understanding, and resolve the matter professionally! - Remember, this is key intelligence on your business 22
  24. 24. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Customer Advocacy THINK YOU’RE GOOD? • 80% of company leaders think they provide an excellent experience to customers. • Just 8% of those same companies’ customers agree. 23 Bain & Company: Closing the delivery gap
  25. 25. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Top 25 Companies Highest Rated in Customer Service 24
  26. 26. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Customer Advocacy 25 THE POWER OF PROMOTERS “How likely are you to refer us to a friend?” This simple question often holds the key to measuring your customer experience and focusing the company on creating advocates who help propel the growth of the company.
  27. 27. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy The Net Promoter Score and System 26 How likely is it that you would recommend us to a friend or colleague? 0 being "Not Likely at All" and 10 being "Extremely Likely".
  28. 28. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Customer Advocacy 27 THE FOLLOW-UP QUESTION “What are the primary reasons for your rating?” This request generates the insights you need to fix the things that are broken and to expand and promote the things that delight your customers – to improve the customer experience.
  29. 29. © 2015 by Honeywell International Inc. All rights reserved. Customer Experience 7 Key Customer Experience Tips 1. Keep the experience simple and easy 2. Educate and communicate with your customers 3. Quickly resolve the bumps in the road 4. Personalize the customer experience 5. Surprise and delight your customers 6. Mobilize your experience 7. Create the circle of trust for your customers 28
  30. 30. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey Conclusion By providing a memorable and remarkable customer experience, you enable your customer to develop into your customer advocate (best salesperson)! 29
  31. 31. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey Questions & Answers 30 Tammy A. Beil Senior Vice President of Marketing tammy.beil@alarmcapital.com

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