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GREAT EXPERIENCE
IN AN AGE OF
EXTREME EXPECTATIONS
Argyle Customer Care Forum
November 2014
@lithiumtech @tsloboth
Welcome to a world
of
extreme
expectations
Is hailing a
taxi too
hard?
Is hailing a
taxi too
hard?
THE CHALLENGE
Buyers are forever changed.
Brands compete with a new kind of ‘great’
experience.
Extreme
Expectations
We’re all getting
used to great.
WHAT THIS MEANS
expect a
response from
brands to Tweet73%
expect a response
within an hour72%
feel more negative
when not ...
THIS IS SERIOUS, FOLKS
Digital as beginning
(and middle and end)1
traditional digital mobile
Aware
Researc
h
Buy
Use
Support
Share
physicallocation
printmedia
website
people(WOM)
analogmed...
ONLY A CLICK AWAY FROM TRUTH
74%
will ask for help
online
66%
of consumers see the call
center as a last resort
SOURCE: LI...
Social offers a personal
touch, at scale.2
Context
is King
Think win-win.3
FORRESTER’S VIEW ON GREAT EXPERIENCE
Enjoyable
Easy
Deliver as promised
A GREAT EXPERIENCE GOES BEYOND SAVINGS
Future
Revenue
Advocacy
Great Service & Satisfaction
REDUCE SERVICE COSTS
10%
reduction in support
costs over
traditional
70%
first contact
resolution
rate
DRIVE REVENUE
27%
Customers referred
from the blog have
larger
baskets
20%increased
spending
ADVOCATES ATTRACT SUBSCRIBERS
73%
NPS
75%
New subscribers
through
word of mouth
Now what?
Rx
Social channel response:
not optional
INNOCENT AUDIENCE MEMBER
2,230
Weekly
Actionable posts
4,094
Weekly
Response
volume
524Minutes
Response time
Statistics
Total Mentions 1,502
Likely Actionable 1,406
Responses 1,958
Average TAR 118 minutes
HOW DOES THAT COMPARE?
@UX...
Your community exists:
harness it
Money
Experts
Car
Enthusiast
s
Your customers:
give them a mission
GIVE THEM A MISSION
Provide feedback
GIVE THEM A MISSION
Design features & products
GIVE THEM A MISSION
Help other customers
Your budget:
take their lunch money
spent globally on
market research
spent globally on
advertising
$60Bn $500Bn
14%
trust
advertising
Source: Edelman Trust B...
report they have
a digital strategy
believe their approach
is correct
think they have people
with the right technology ski...
Your next move:
come see us
THREE KEY PRODUCTS
SOCIAL CHANNEL RESPONSE BRANDED COMMUNITIES
ANALYTICS &
KLOUT
Connect Engage Understand
Social
Scorecard
@lithiumtech
GIVE THEM A MISSION
Create content
Great Experience in an Age of Extreme Expectation
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Great Experience in an Age of Extreme Expectation

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Lithium Director of Marketing Teresa Sloboth discussed customer expectations and how businesses can deliver dependable support to their clients during her presentation at the 2014 Customer Care Leadership Forum in Atlanta on Nov. 20. In her presentation, Sloboth noted today’s customers have extreme expectations, but a company that devotes the necessary time and resources to learn about its clientele can find ways to consistently support its customers.

According to Sloboth, many customers are using social networks to connect with businesses, and these customers expect companies to respond to them via Facebook, Twitter and other social networks as well. Meanwhile, a business that is committed to delivering a first-rate omnichannel customer experience, Sloboth said, can support its clientele at all times. Sloboth also pointed out that businesses can make their customer interactions fun and enjoyable to boost their customer satisfaction levels: “Great experience starts with delivering as promised; making it easy and enjoyable, and this experience goes beyond saving. Great service and satisfaction leads to advocacy and future revenue.”

Using social media to connect with customers is a necessity in today’s global marketplace, Sloboth said. In addition, a business that allows its customers to provide feedback via social networks, Sloboth noted, can engage its target audiences and improve its customer satisfaction levels. Sloboth said businesses can leverage myriad tools to collect customer feedback as well: “For your brand, it might mean allowing your customers to provide feedback or be beta testers for your products and services coming into market. It could be co-collaboration with them, asking for them, their feedback on designing features and new products. It could mean community knowledge base helping them help others.”

- See more at: http://www.argylejournal.com/customer-care/2014-customer-care-leadership-forum-teresa-sloboth-director-of-marketing-lithium/#sthash.4hbYXTI9.dpuf

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Great Experience in an Age of Extreme Expectation

  1. 1. GREAT EXPERIENCE IN AN AGE OF EXTREME EXPECTATIONS Argyle Customer Care Forum November 2014 @lithiumtech @tsloboth
  2. 2. Welcome to a world of extreme expectations
  3. 3. Is hailing a taxi too hard?
  4. 4. Is hailing a taxi too hard?
  5. 5. THE CHALLENGE Buyers are forever changed. Brands compete with a new kind of ‘great’ experience. Extreme Expectations
  6. 6. We’re all getting used to great.
  7. 7. WHAT THIS MEANS expect a response from brands to Tweet73% expect a response within an hour72% feel more negative when not responded to in timely manner40% of complaints go unanswered*70% *Maritz Research Customers have Extreme Expectations Unresponsiveness Poses Risk to Revenue & Reputation
  8. 8. THIS IS SERIOUS, FOLKS
  9. 9. Digital as beginning (and middle and end)1
  10. 10. traditional digital mobile Aware Researc h Buy Use Support Share physicallocation printmedia website people(WOM) analogmedia searchengine digitalcontent digitalevents communityofinterest brandedcommunity socialnetworks group-basedchat agent-assisted mobileweb/social mobileapps electronic socialphysical digital customer experience (cx) mobile experience pre-sales experience out of the box experience product experience support experience digital experience
  11. 11. ONLY A CLICK AWAY FROM TRUTH 74% will ask for help online 66% of consumers see the call center as a last resort SOURCE: LITHIUM, FORRESTER 54% of purchases by 2017 influenced by digital
  12. 12. Social offers a personal touch, at scale.2
  13. 13. Context is King
  14. 14. Think win-win.3
  15. 15. FORRESTER’S VIEW ON GREAT EXPERIENCE Enjoyable Easy Deliver as promised
  16. 16. A GREAT EXPERIENCE GOES BEYOND SAVINGS Future Revenue Advocacy Great Service & Satisfaction
  17. 17. REDUCE SERVICE COSTS 10% reduction in support costs over traditional 70% first contact resolution rate
  18. 18. DRIVE REVENUE 27% Customers referred from the blog have larger baskets 20%increased spending
  19. 19. ADVOCATES ATTRACT SUBSCRIBERS 73% NPS 75% New subscribers through word of mouth
  20. 20. Now what? Rx
  21. 21. Social channel response: not optional
  22. 22. INNOCENT AUDIENCE MEMBER 2,230 Weekly Actionable posts 4,094 Weekly Response volume 524Minutes Response time
  23. 23. Statistics Total Mentions 1,502 Likely Actionable 1,406 Responses 1,958 Average TAR 118 minutes HOW DOES THAT COMPARE? @UXX 116K ONE WEEK PERIOD, LAST WEEK IN OCTOBER Statistics Total Mentions 4,094 Likely Actionable 2,230 Responses 626 Average TAR 524 minutes @FXXXX 200K
  24. 24. Your community exists: harness it
  25. 25. Money Experts
  26. 26. Car Enthusiast s
  27. 27. Your customers: give them a mission
  28. 28. GIVE THEM A MISSION Provide feedback
  29. 29. GIVE THEM A MISSION Design features & products
  30. 30. GIVE THEM A MISSION Help other customers
  31. 31. Your budget: take their lunch money
  32. 32. spent globally on market research spent globally on advertising $60Bn $500Bn 14% trust advertising Source: Edelman Trust Barometer 2014, Nielsen
  33. 33. report they have a digital strategy believe their approach is correct think they have people with the right technology skills20% 33% 74% NOT SURPRISING
  34. 34. Your next move: come see us
  35. 35. THREE KEY PRODUCTS SOCIAL CHANNEL RESPONSE BRANDED COMMUNITIES ANALYTICS & KLOUT Connect Engage Understand
  36. 36. Social Scorecard @lithiumtech
  37. 37. GIVE THEM A MISSION Create content

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