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@DAVEKNOX
CMO,
ROCKFISH
@DAVEKNOX
Creative Best
Practices
Brand Readiness
and Planning
Customer
Team Support
Corporate
Brand Steward
Agency
Relationships
Ma...
Creative
Best Practices
Brand Readiness
and Planning
Customer
Team Support
CorporateBrand Steward
Agency
Relationships
Tec...
SPEAKING OF CHANGE
GREAT COMPANIES STARTED IN ALL MARKETS
AND THE LEADERS CAN CHANGE QUICKLY
THE RISE OF CUSTOMER EXPERIENCE
70% of customers will
do business with you
again if you resolve
their complaints.
- Ruby N...
10
Source: HBR, Managing your Innovation Portfolio
70%
20%
“Customer experience is
now the fifth marketing P
that needs to...
11
Source: HBR, Managing your Innovation Portfolio
70%
20%
IMPACT ON HALLMARK
“We had a very traditional 1-800 type
of mod...
NEW FOCUS ON CUSTOMER EXPERIENCE 12
Source: HBR, Managing your Innovation Portfolio
Ford Pass
Consumer
Experience
Forces
E...
INNOVATION VS DISRUPTION
“Disruption displaces an existing
market, industry or technology and
produces something new and m...
Ironically technology companies
have increased human touch-
points between businesses and
their consumers, using it as a
c...
INCREASED HUMAN TOUCH POINTS 17
Source: HBR, Managing your Innovation Portfolio
70%
20%
CASPER MATTRESS
Ignoring
Industry
...
18
Source: HBR, Managing your Innovation Portfolio
70%
20%
DOLLAR SHAVE CLUB
Admitting an
Industry is
Broken…
…and Offerin...
19
Source: HBR, Managing your Innovation Portfolio
70%
20%
UNDER ARMOUR
Community through Data
INCREASED HUMAN TOUCH POINTS
20
Source: HBR, Managing your Innovation Portfolio
CHATID
Customer Service Through Partners
INCREASED HUMAN TOUCH POINTS
21
Source: HBR, Managing your Innovation Portfolio
YOU EARNED IT
Employee to
Employee
Recognition
INCREASED HUMAN TOUCH PO...
22
Source: HBR, Managing your Innovation Portfolio
70%
20%
STITCH FIX
A Feeling of
Personalization
INCREASED HUMAN TOUCH P...
INNOVATION: SERVICE 24
Source: HBR, Managing your Innovation Portfolio
70%
20%
News of bad customer
service reaches more
t...
Startups use customer service as a
very proactive strategic advantage,
getting to know their customer at
first use, empowe...
27INNOVATION: SERVICE
WUFOO
Take
Extraordinary
Measures To
Make Users
Happy
28INNOVATION: SERVICE
BOND
Shortcut to
Extraordinary
Measures
INNOVATION: SERVICE 29
Source: HBR, Managing your Innovation Portfolio
HOTEL TONIGHT
24/7 Customer
Responses in
10 Minutes...
INNOVATION: SERVICE 30
Source: HBR, Managing your Innovation Portfolio
MOPHIE @ SXSW
Consumer
Pain Point
Solved
Through
Se...
INNOVATION: SERVICE 31
Source: HBR, Managing your Innovation Portfolio
OPERATOR
Service as the
Product
32INNOVATION: SERVICE
X.AI
Service
Behind
The
Scenes
INNOVATION: SERVICE 33
Source: HBR, Managing your Innovation Portfolio
EVENTBRITE
Be able to tell
people things
they don't...
“The sooner you stop fighting the
present, the sooner you can get to
work on figuring out the future.”
- @dhh
Creator of R...
dave.kno
x
@rockfishdigital.co
m
THANK YOU!
+1.513
658.0868 @davekno
x
hardknoxlife.com
rockfishdigital.co
m
36
Astute Connect 2016 Keynote - Astute Solutions Customer Keynote
Astute Connect 2016 Keynote - Astute Solutions Customer Keynote
Astute Connect 2016 Keynote - Astute Solutions Customer Keynote
Astute Connect 2016 Keynote - Astute Solutions Customer Keynote
Astute Connect 2016 Keynote - Astute Solutions Customer Keynote
Astute Connect 2016 Keynote - Astute Solutions Customer Keynote
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Astute Connect 2016 Keynote - Astute Solutions Customer Keynote

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At the 2016 Astute Connect Customer Conference, I covered how brands and big companies can take inspiration from the startup world on innovation through customer service.

Published in: Business
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Astute Connect 2016 Keynote - Astute Solutions Customer Keynote

  1. 1. @DAVEKNOX
  2. 2. CMO, ROCKFISH @DAVEKNOX
  3. 3. Creative Best Practices Brand Readiness and Planning Customer Team Support Corporate Brand Steward Agency Relationships Marketer MARKETING THEN
  4. 4. Creative Best Practices Brand Readiness and Planning Customer Team Support CorporateBrand Steward Agency Relationships Technology Relationships Community Management Data and Business Rules OrganizationInvestments Marketer MARKETING NOW
  5. 5. SPEAKING OF CHANGE
  6. 6. GREAT COMPANIES STARTED IN ALL MARKETS
  7. 7. AND THE LEADERS CAN CHANGE QUICKLY
  8. 8. THE RISE OF CUSTOMER EXPERIENCE 70% of customers will do business with you again if you resolve their complaints. - Ruby Newell-Legner By 2020, customer experience will overtake price and product as the key differentiator - Walker Information 74% of companies that create customer experiences over- perform on revenue growth. - Millward Brown
  9. 9. 10 Source: HBR, Managing your Innovation Portfolio 70% 20% “Customer experience is now the fifth marketing P that needs to be managed as purposely and carefully as the others.” - Lisa Macpherson SVP of Marketing THE RISE OF CUSTOMER EXPERIENCE
  10. 10. 11 Source: HBR, Managing your Innovation Portfolio 70% 20% IMPACT ON HALLMARK “We had a very traditional 1-800 type of model, yet the vast majority of our feedback from consumers was coming in indirectly through social channels and that is where we needed to address it. And yet we wanted to have the same high quality, intimate connection and feeling in that relationship in social that we did when we had someone on the phone. That’s really led to a mindset that we’ve been trying to nurture, that it’s not just social media, it’s social business.” - Lisa Macpherson SVP of Marketing at Hallmark
  11. 11. NEW FOCUS ON CUSTOMER EXPERIENCE 12 Source: HBR, Managing your Innovation Portfolio Ford Pass Consumer Experience Forces Evolution
  12. 12. INNOVATION VS DISRUPTION “Disruption displaces an existing market, industry or technology and produces something new and more efficient and worthwhile. It is at once destructive and creative.” —Clayton Christensen, Harvard Business School 15
  13. 13. Ironically technology companies have increased human touch- points between businesses and their consumers, using it as a competitive advantage against more traditional business models
  14. 14. INCREASED HUMAN TOUCH POINTS 17 Source: HBR, Managing your Innovation Portfolio 70% 20% CASPER MATTRESS Ignoring Industry Norms
  15. 15. 18 Source: HBR, Managing your Innovation Portfolio 70% 20% DOLLAR SHAVE CLUB Admitting an Industry is Broken… …and Offering a Solution INCREASED HUMAN TOUCH POINTS
  16. 16. 19 Source: HBR, Managing your Innovation Portfolio 70% 20% UNDER ARMOUR Community through Data INCREASED HUMAN TOUCH POINTS
  17. 17. 20 Source: HBR, Managing your Innovation Portfolio CHATID Customer Service Through Partners INCREASED HUMAN TOUCH POINTS
  18. 18. 21 Source: HBR, Managing your Innovation Portfolio YOU EARNED IT Employee to Employee Recognition INCREASED HUMAN TOUCH POINTS
  19. 19. 22 Source: HBR, Managing your Innovation Portfolio 70% 20% STITCH FIX A Feeling of Personalization INCREASED HUMAN TOUCH POINTS
  20. 20. INNOVATION: SERVICE 24 Source: HBR, Managing your Innovation Portfolio 70% 20% News of bad customer service reaches more than twice as many ears as praise for a good service experience. Source: White House Office of Consumer Affairs
  21. 21. Startups use customer service as a very proactive strategic advantage, getting to know their customer at first use, empowering their consumers by asking for product feedback, and staying connected through multiple channels
  22. 22. 27INNOVATION: SERVICE WUFOO Take Extraordinary Measures To Make Users Happy
  23. 23. 28INNOVATION: SERVICE BOND Shortcut to Extraordinary Measures
  24. 24. INNOVATION: SERVICE 29 Source: HBR, Managing your Innovation Portfolio HOTEL TONIGHT 24/7 Customer Responses in 10 Minutes or Less
  25. 25. INNOVATION: SERVICE 30 Source: HBR, Managing your Innovation Portfolio MOPHIE @ SXSW Consumer Pain Point Solved Through Service
  26. 26. INNOVATION: SERVICE 31 Source: HBR, Managing your Innovation Portfolio OPERATOR Service as the Product
  27. 27. 32INNOVATION: SERVICE X.AI Service Behind The Scenes
  28. 28. INNOVATION: SERVICE 33 Source: HBR, Managing your Innovation Portfolio EVENTBRITE Be able to tell people things they don't want to hear because you represent the customer's voice.
  29. 29. “The sooner you stop fighting the present, the sooner you can get to work on figuring out the future.” - @dhh Creator of Ruby on Rails, Founder & CTO at Basecamp …OR SAID DIFFERENTLY 35
  30. 30. dave.kno x @rockfishdigital.co m THANK YOU! +1.513 658.0868 @davekno x hardknoxlife.com rockfishdigital.co m 36

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