2. What is your favorite
company/product to do
business with?
Why?
3. Some of my favorites:
• Southwest Airlines
• 1-800-Contacts
• Chic-fil-A
4. A look at:
• What’s impacting a customer-focused migration
• Past/Present comparison
• Defining Customer Experience Marketing
• What this means to marketers
• Case studies
5. A Shift in the Way We Market:
• 81% of marketing executives are shifting budgets to
become more customer-focused (Leapfrog Interactive)
• Highly personalized information on customer demographic
is becoming more readily available through social and
digital platforms; Marketers are mining this data in effort to
appeal to those same customers in a way that is
meaningful
• # of top brand with dedicated Customer Service handles
rose 19% y-o-y in 2015 (customer service on twitter)
7. What’s causing shift:
• Increasingly digital environment
• Social landscape
• Online review sites
• Millenials (born into a digital world)
• Largest share of wallet
• Expect fast service
• More likely to purchase from companies
with strong ties to their values than any
other generation before (Forbes)
8. What is a “Customer-Focused”
Approach?
Customer Service: The process of ensuring
customer satisfaction with a product or service.
Often customer service takes place while
performing a transaction for the customer, such
as making a sale or returning an item
Experience Marketing: Intentional activities
which immerse people within your brand through
the stimulation of their senses, which results I a
positive, emotional tie to your company
Customer-Centric Marketing: Placing the
customer at the center of a company’s marketing
effort, focusing on customers rather than sales
9. Customer Experience Marketing
Putting the customer at the forefront of your marketing
strategy. Instead of trying to sell customers on features
and benefits, shift your mindset and think about THEM.
Why do they want to engage with you? Why are they
reading or viewing your marketing material?
10. 86% Quit doing business with a
company because of bad customer
service (Helpscout)
40% Improved interaction
with service employees is key
driver in spending more with a
company (Helpscout)
Cite rude or incompetent staff as primary
reason why they gave up on brand 73%
(Helpscout)
5-7x More expensive to
acquire a new customer than
keep existing one (Bain)
Loyal customers are worth
as much as their first purchase
(Clientheartbeat)
10x
11. Despite this…
64% of brands got a rating of “ok”,
“poor” or “very poor” service from their
customers (Forrester’s Customer Experience Index, 2012)
Customers who say that agents fail to
answer their question 50% of
the time
(Harris interatctive)
$83 Billion Annual
loss by US enterprises due to
poor customer experiences
(Parature Customer Service Blog)
80% of surveyed companies believe that deliver
superior service. Only 8%of consumers believe
those same companies deliver superior service (Lee
Resources)
12. Huge opportunity for
businesses and marketers
• Despite the hype, companies are still struggling to really deliver
to consumers expectations
• Make your mission matter
• Mine valuable data that digital marketing and social platforms
provide, and use it to better serve customers
• Use reviews (even the bad ones) to your advantage, find out
where the weaknesses are and address
• Develop a comprehensive marketing campaign that not only
draws customers in with a meaningful message, but retains them
by overdelivering on expectations
14. Brands that market cause/mission:
• Nike (LiveStrong)
• Nationwide (in-home safety)
• Levi’s (Ready to work)
• Dove (Campaign for real beauty)
• Ram Truck (Farmer)
• Budweiser
• American Eagle (Body image)
• Chipotle (farm fresh)
15. Dove Campaign for Real Beauty
Marketing a cause
• Launched in 2004
• Ten years on air – relaunched as “Choose Beautiful in 2015
• Brand was losing market share, went to research
data around female body image
• Received over $150 Million in earned media (The View, GMA,
Today, Ellen, Geraldo)
• Had Most Viewed YouTube video in 2006
• Vast digital campaign – the first to drive to a supportive
online community
• Over 200 million online interactions
with campaign
16. Dove Campaign for Real Beauty
• Has received negative backlash as well
• Parent company owns Axe and Slimfast
• Critics say it singles out women, furthering the stereotype the
campaign purports to dismantle
17. Dove Campaign for Real Beauty
• Big Takeaways
• “Cause” campaigns drive online participation
• Huge earned media opportunity
• Potential negative ramifications if company has “skeletons in
the closet” that are inconsistent with message or mission
22. The Southwest Mission
Dedication to the highest quality of customer
service delivered with a sense of warmth,
friendliness, individual pride and company
spirit
23. Company Overview
• In business for 43 years
• Has posted 41 consecutive years of
profitability (Forbes)
• Overcame major business restrictions in
their start - Could not fly direct out of their
Dallas hub until 2014
• Has never had an employee lay off (Nuts,
Kevin Freiburg)
• Has had over a dozen books written about
it’s business practices, founder, and
leaders
24. Company Culture
• Culture is key – Hires for attitude, not skill
• Follow the Triple Bottom Line business principle: Employees first,
then customers, then profit; Believe that happy employees are the
ultimate ticket to profitability
• Promote their culture both internally and externally
25. Digital Dominance
• Leading the way with user-generated content
• Robust content strategy
• Nuts About Southwest Blog
• Southwest YouTube Channel
• Loyal and engaged online fanbase
• Southwest: 4,700,000 million Facebook followers
• United: 1,800,000 million followers
• Frontier: 236,000 followers
• Delta: 46,000 followers
• US Airways: 13,000 followers
26.
27. Taylor’s Career Highlights
• Became youngest person to ever win
Album of the Year in 2009
• Only artist ever to have 3 albums sell over
1 million copies in opening week
• Only female artist ever to back herself up
in the #1 spot on the Billboard Top 100 list
• Most recent album, 1989, sold more
copies in opening week than any other
album in the last 12 years
28. 1989: EngagementMarketing
Genius
• Partners with brands that make sense for her
target market and for her brand
• Personalized fan interaction
• Swift takes a “more meaningful
interactions with fewer people” approach
• Hosting listening parties in her home
for fans “Secret Sessions”
• Skype Q & A’s
• Personally responds to fans on social
media
• Innovative approach to viral marketing
• Yahoo news cast
• Swiftmas
29. Social Engagement
• 60 million Twitter followers
• 71 million Facebook followers
• 38 million Instagram followers
• Used hashtags to promote album release
• #TS1989
• #5HoursUntilOutoftheWoods
• #Taylurking
• Posts meaningful content and responds to fans
personally
• Swiftmas – One of the most written about marketing
strategies of 2014
• Poured through social accounts of several fans
to find out what kinds of things they like, then
bought and hand-delivered gifts to them
• Earned media around this promotion includes
articles written in Forbes, Ad Age, Buzzfeed,
LinkedIn and Inc.
