Iabc seattle-jeff hasen-momentsoftrust-042210

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IABC/Seattle Morning Manager event on 4/22/10 featured Jeff Hasen, Chief Marketing Officer of Hipcricket talking about Moments of Trust, touchpoints of

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Iabc seattle-jeff hasen-momentsoftrust-042210

  1. 1. Moments of Trust Jeff Hasen April 22, 2010
  2. 3. With Prizes Like This <ul><li>“ No blankets? No free food? No bleepin’ way.” </li></ul>
  3. 5. Do I Have A Deal For You?
  4. 6. Moments of Trust <ul><li>Touchpoints that make or break brands and impact sales and loyalty </li></ul>
  5. 7. Where Brand Meets Constituencies <ul><li>On sales floor </li></ul><ul><li>In side-by-side employee interactions </li></ul><ul><li>In media interviews </li></ul><ul><li>Through communication via social networks </li></ul>
  6. 8. Integrity, Service or Else <ul><li>Companies that value integrity will will succeed </li></ul><ul><li>Others who neglect trust and customer service risk being shredded </li></ul>
  7. 9. My Moment To Gain Your Trust
  8. 10. When You Just Gotta Go
  9. 11. My Road
  10. 12. My Road
  11. 13. On Scene For History <ul><li>Michael Jackson’s hair on fire during filming of commercial </li></ul>
  12. 14. “ I Can’t Believe What I Just Saw” <ul><li>Kirk Gibson rounds the bases </li></ul>
  13. 15. And Then There Was Arum <ul><li>“ Yesterday, I was lying … today, I’m telling the truth” </li></ul>
  14. 16. Now Sanford And Tiger And …
  15. 17. Moments of Trust Trends <ul><li>User-generated content </li></ul><ul><li>Distrust in company management </li></ul><ul><li>Distrust in media </li></ul><ul><ul><li>Checkbook journalism </li></ul></ul>
  16. 18. User-Generated Content <ul><li>Happening everywhere, at all times </li></ul><ul><ul><li>Likely here </li></ul></ul><ul><li>42% believe most trusted information comes from friends </li></ul>
  17. 19. What Technology Barriers?
  18. 20. Have A Phone, Have a Voice <ul><li>Mobile users spend 26 minutes a day on Facebook via computer, matched in time on mobile </li></ul><ul><li>All ages point, shoot, send, influence </li></ul>
  19. 21. Distrust In Company Management <ul><li>Less than 1 in 5 believe CEOs in North America generally tell the truth </li></ul>
  20. 22. Distrust in Media <ul><li>“ We don’t pay for interviews” just isn’t believed -- or practiced -- anymore </li></ul>
  21. 23. Play Out on Individual Level <ul><li>One’s efforts are noticed and make difference </li></ul>
  22. 24. More Than Quality of Food <ul><li>Always an authentic “thank you” that saves the business </li></ul><ul><li>“ You didn’t have a reservation” loses it </li></ul>
  23. 25. $14 For Receiving A Package <ul><li>“ Although we do have costs associated with providing Business Center Services to our valued guests, I can understand your disappointment. </li></ul><ul><li>“ If you would be so kind to give us another opportunity to have you as our guest, I would certainly appreciate the chance to enhance your stay in some way. Please let me know if that opportunity arises.” </li></ul>
  24. 26. What Stakeholders Say Matters
  25. 27. Massive Mistrust <ul><li>Good news, bad news – Edelman says trust in business is up 16% - up to only 46% </li></ul><ul><li>Trust in all businesses increased except banks </li></ul>
  26. 28. Companies Are “Falling Short” <ul><li>25% of consumers will go as far as posting negative comments about bad experiences online </li></ul><ul><li>-- Accenture </li></ul>
  27. 29. Consumers’ Bubbles Are Burst <ul><li>Single least satisfying aspect of service is the amount of time consumers have to wait </li></ul><ul><ul><li>Only 32 percent satisfied </li></ul></ul>
  28. 30. You Take Him, No You Take Him <ul><li>Beyond wait time, multiple customer handoffs are a major frustration </li></ul><ul><ul><li>Most consumers willing to speak to just two people to resolve their issue </li></ul></ul><ul><ul><li>Only one in four willing to speak to as many people as necessary </li></ul></ul>
  29. 31. “ I’m Tellin’” <ul><li>Nearly nine in 10 consumers globally told the people around them about their bad experiences </li></ul>
  30. 32. Consumers Abandon Losers <ul><li>$12 billion lost to Tiger Woods’ endorsers </li></ul>
  31. 33. Customers Buy From Winners <ul><li>Decisions are made beyond price </li></ul>
  32. 34. Fortune’s Most Admired
  33. 35. Driven Off The List? <ul><li>Rewriting the Toyota Way </li></ul><ul><li>Will automaker travel the Merck road? </li></ul><ul><ul><li>Vioxx/heart attack reports pushed company off list to this day </li></ul></ul>
  34. 36. Leading CEOs Hit The Road … Literally <ul><li>Fortune 100 CEOs have increased their public speaking 96% since 2007 </li></ul>
  35. 37. “ You Have To Have Your Values” <ul><li>“ What we have found is that what really matters is that you actually have core values - not what they are. The more challenged you are, the more you have to have your values.” </li></ul><ul><li>-- Jim Collins </li></ul>
  36. 38. <ul><li>Seth Godin on what is between you and a sale </li></ul>“ Why You, Why Now?
  37. 39. Identifying Your Organization’s Moments of Trust <ul><li>Employee communications </li></ul><ul><li>Customers </li></ul><ul><li>Prospective customers </li></ul><ul><li>Shareholders </li></ul><ul><li>Media </li></ul><ul><li>Alumni </li></ul>
  38. 40. Do Employees Have Each Others’ Backs? <ul><li>Infighting or collaborating? </li></ul><ul><ul><li>Each can permeate to Moments of Trust </li></ul></ul>
  39. 41. Authenticity Sells <ul><li>Pearl Jam donates $210,000 to offset carbon emissions from world tour </li></ul>
  40. 42. Lying To Shareholders Doesn’t Sell <ul><li>No one can do what we’re doing </li></ul><ul><ul><li>Or no one else would </li></ul></ul>
  41. 43. Keep A Scorecard <ul><li>Watch </li></ul><ul><li>Listen </li></ul><ul><li>Conduct survey </li></ul><ul><li>Monitor word of mouth and social networks </li></ul><ul><li>Prepare media audit </li></ul>
  42. 44. Change The Score To Your Advantage <ul><li>Reward </li></ul><ul><li>Punish </li></ul><ul><li>Nurture winning culture </li></ul>
  43. 45. Communicating Accountability <ul><li>Celebrate </li></ul><ul><li>Mitigate </li></ul><ul><li>Instigate </li></ul>
  44. 46. Our Role As Marketers <ul><li>Consumers, employees, shareholders reward or punish businesses depending on how they do at Moments of Trust </li></ul><ul><li>The interactions are undervalued </li></ul><ul><li>We need to convey the importance and nurture or be change agent </li></ul>
  45. 47. Godin With The Last Word <ul><li>“ It’s easier to grow the amount of business you do with happy people than it is to find new strangers to accost” </li></ul>
  46. 48. Moments For Questions
  47. 49. Jeff Hasen jeffhasen.com [email_address] 425 202-0835 Twitter: @momentsoftrust @jeffhasen

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