Webinar Bridging The Experience Gap Final

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  • Build a bear and HamleysSouthwest using fun Overbury – look and feel of professionalism on site (non-confrontation)Ryan Air adding in cost and not realising the negative emotional impact
  • Paco Underhill: why we buy, removal of carpets from a store saw sales dropExample of McDonalds, recent renovation of storesExample see last IAT webinar and brief – demonstrated links to growth esp. Net Promoter (blog to follow)
  • Zhecho: Build a bear experienceCustomise bear, but liked already stuffed bear. Can I buy stuffed bear an put recording in bear, yes, came back another employee – cannot do that. I already spoke to colleague and at end of day did it.
  • Colin Hertz experience Naples
  • The Operational margin jumped 200%, same store sales jumped with 4% from –9% year on year.Starbucks embraced customer research surveys and one of the first thing they found out seemed basic – people in different regions had different tastes for the coffee:Sun Belt – prefer cold drinksNortheast – like drip coffeePacific Northwest – drink more espressoYet the executives in charge of regions of the country were divided along time zones and out of touch with what different customers wanted. All of a sudden you start to see it’s not a numbers game — it’s about consumers influenced by where they live
  • It is not the fact these gaps exist that is the surprise, rather their magnitude and extentOrganizations do not seem to be aware just how much opportunity there is to differentiate emotionally. For us this is symptomatic of a rational cost-cutting focus with executives burying their heads in the sand to the realityThere is also a lack of understanding of the economics behind this e.g., the impact of Social Media and …… The sheer extent of this gap represents a call to action….. Expectations: 38% to 6%Issue handling: 61% to 23% recogniseHonesty: 66% to 15%Feelings: 80% feel they are a transaction
  • THANK YOU! We enjoyed the opportunity to interact with you today.Please complete the SHORT survey that includes an opportunity to receive a copy of this webinar information. We appreciate your feedback as we strive to continually improve our customer experience.Our next webinar will be held on April 15th . If you’d like to participate, please let us know.Should you have questions or want additional information, please contact us.
  • Webinar Bridging The Experience Gap Final

    1. 1. Bridging the Experience Gap<br />Beyond Philosophy Webinar<br />Steven Walden, Senior Head of Research and Consulting<br />Colin Shaw, Founder and CEO <br />Zhecho Dobrev, Consultant<br />
    2. 2. Webinar Flow<br />Introductions and Instructions 5 minutes<br />Research findings 25 minutes<br />What can you do about it… 15 minutes<br />Questions and Answers 15 minutes<br />2<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    3. 3. GoToWebinar Example Interface<br />1. Viewer Window<br />2. Control Panel<br />Beyond Philosophy © All rights reserved. 2001-2010<br />3<br />
    4. 4. 4<br />Beyond Philosophy © All rights reserved. 2001-2010<br />The Beyond Philosophy Perspective<br />Customer Experience is all we do!<br />Thought leadership is our differentiator<br />Fourth book launched in September 2010<br />Links with <br />Academia<br />Focus on the emotional side of the Customer Experience<br />Offices in London, Atlanta with Partners in Europe & Asia<br />
    5. 5. 5<br />We are proud to have helped some great organisations…<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    6. 6. Bridging the Experience Gap<br />Beyond Philosophy Customer Experience Trend Tracker Research<br />
    7. 7. Customer Experience Trend Tracker Research<br />1,000 interviews (Organization Managers and Consumers)<br />UK and USA <br />Online survey<br />7<br />Beyond Philosophy © All rights reserved. 2001-2010<br />18-24<br />55-64<br />25-34<br /> Industries<br />Age<br />45-54<br />35-44<br />
    8. 8. The Definition of Customer Experience<br />8<br />Beyond Philosophy © All rights reserved. 2001-2010<br />A Customer Experience is an interaction between an organization and a customer. <br />It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact.<br />
    9. 9. The Experience Gap <br />9<br />Consumer<br />Organizations<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    10. 10. Emotional Gap<br />Understanding how customers feel<br />
    11. 11. Emotional Gap – Organizations miss the real picture<br />11<br />The gap – customers feel more negative than organizations think<br />The customer experience is bland: it is not as positive as organizations think!<br />Customers do not distinguish between the different emotions. This is an opportunity for differentiation<br />Blight of the bland<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    12. 12. Organizations think they focus on emotions but they don’t!<br />12<br />Less than 20% of organizations consider how customers feel<br />Customers feel that 80% of organizations consider them a transaction<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    13. 13. 13<br />A lack of full understanding of the Customer Experience<br />4Ps rational<br />understanding<br />… ..we know that 50% of the Experience is about the emotions<br />Sub-conscious<br />& Emotional<br />understanding<br />13<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    14. 14. The Power of the Subconscious<br />“One figure which always surprises people is...<br />The subconscious processes 200,000 times more information than the conscious mind without us having to focus on it and does that processing before our eyes have even recognised the person or object. <br />It is disposed to process emotions even faster, around 10 times faster than our conscious mind.”<br />-- Dr Peter Jones<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    15. 15. Customers say inconsistent in handling issues<br />15<br />61% of customers say there is a problem in terms of consistency in handling issues yet only 23% of managers recognize the problem<br />66% of organizations think they are honest and cooperative: but in contrast, only 15% of customers think they are!<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    16. 16. When there is an issue it is also hard to get to a manager<br />16<br />Only 25% of customers say it’s easy to speak to a manager<br />…despite the fact that 70% of organizations believe they are committed to Customer Experience <br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    17. 17. The Problem of Hidden Defectors<br />17<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Case Study:<br />Enterprise with 2 million customers<br />Revenue = $200,000,000 per year <br />Average Revenue per customer = $100 per year<br />Sources: Cherry Tree Research, Bain & Co., McKinsey, Harvard Business Review and Gartner<br />2,992 customers<br />$299,200<br />At risk — 34%Issue not resolved<br />2,464 customers<br />$246,400<br />Complain2%<br />Defect — 28%<br />8,800<br />customers<br />Poor experience22%<br />Resolved — 38%<br />440,000<br />customers<br />Do notcomplain98%<br />At risk — 55%Decline in wallet<br />share<br />237,160 customers<br />$23,716,000<br />Positiveexperience 78%<br />431,200<br />customers<br />194,040 customers<br />$19,404,000<br />Defect — 45% <br />
    18. 18. New Economics: Hidden Defectors on Social Media<br />18<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    19. 19. Organizations Lack Familiarity with Customer Expectations<br />19<br />Only 38% of organizations state with confidence they know their customers’ expectations<br />Mind the gap! Only 6% of customers think organizations know their expectations<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    20. 20. Starbucks rebounds by understanding expectations<br />20<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Inthe First Quarter of 2010, net income was $241.5 million, up from $64.3 million in the year-ago quarter. Same store sales jumped to 4% from <br />–9% year on year.<br />Sun Belt – prefer cold drinks<br />Northeast – like drip coffee<br />Pacific Northwest – drink more espresso<br />
    21. 21. Do the research AND take action on it<br />21<br />Majority of organizations either don’t conduct customer research or don’t act upon it <br />Organizations are slow to respond to change<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    22. 22. Improvements to Customer Experience<br />22<br />Only 5% of consumers think their customer experience with organizations has improved<br />Yet 29% of organizations think it has!<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Source: Beyond Philosophy CETT <br />
    23. 23. So What is Surprising?<br />The magnitude of the gaps<br />The extent of the gaps<br />The lack of organizational awareness of the gaps and their size<br />The lack of emotional understanding of customers<br />The degree to which customer-centricity has lacked effectiveness within organizations (it is just a word!)<br />It is not the fact these gaps exist that is the surprise, rather their magnitude and extent. The sheer extent of these gaps represents a call to action……….<br />23<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    24. 24. What can be done about these results?<br />24<br />
    25. 25. The issue is that senior exec’s don’t think this is important…<br />25<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    26. 26. What do Senior Exec’s think are important?<br />Achieving Revenue and cost targets<br />Profitability<br />Share price<br />The reputation<br />Future job prospects<br />Bonus<br />Job retention<br />Self esteem<br />Job satisfaction<br />more….<br />26<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    27. 27. 27<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Understand customers’ emotional & subconscious links to value<br />
    28. 28. Top five areas to address… <br />Start to build a business case that shows the $$$ revenue benefits<br />Undertake pilots to prove this works<br />Educate the senior team on the Customer Experience and the opportunity it provides<br />Work on building the Customer centricity of the organization<br />Establish new Customer focussed measures<br />Define the Customer Experience you are trying to deliver<br />28<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    29. 29. Resting ‘on your laurels’ is a recipe for disaster<br />29<br />Over 25% of the 1955 Fortune 500 are now extinct: ‘it is not the strongest of the species that survives, nor the most intelligent, but the ones most responsive to change.’ (Charles Darwin)<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    30. 30. Our next webinar is coming soon!<br />Next webinar <br />Customer Experience Trend Tracker (CETT) research on the HEALTHCARE in UK and USA<br />Date: April 15 at 4pm GMT/11am ET /8am PT<br />30<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
    31. 31. Further conversation? Contact us ...<br />31<br />Beyond Philosophy © All rights reserved. 2001-2010<br />Web & Blog: BeyondPhilosophy.com<br />London Office: 0207-917-1717<br />Atlanta Office: 1-678-638-6162<br />colin.shaw@beyondphilosophy.com<br />steven.walden@beyondphilosophy.com<br />zhecho.dobrev@beyondphilosophy.com<br />ColinShaw_CX<br />Steven_Walden<br />

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