Finding the most important ingredient in CX
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What happens when everyone has a good Customer Experience? What is the thing that'll make you stand apart and make you last? Find out in this #CEW experience
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Finding the most important ingredient in CX
- 1. Pete Durant #CEW2019 Finding the most important ingredient in CX
- 2. What happens when we all have good customer experiences?
- 4. Basic CX: Consumer view *** Powerful CTAs and perfectly placed brand messaging creating need Reviews that back up the promise Instant seamless delivery / Comms positive reinforcement Currency with friends, driving further P2P recommendation Follow up emotional triggers to trigger a review Perfect first 2 weeks BE THERE WHEN I NEED YOU ON DEMAND, OPEN, HONEST Frictionless product interactions and purchase
- 5. Basic CX: Consumer view *** USP?
- 7. Why? Because that’s how our minds work Emotions are the primary reason why consumers prefer brand name products We evaluate brands using emotions rather than information FMRI Neuro-imagery 'Likeability' is most predictive of whether ads improve sales Advertising Research Foundation Positive emotions make customers more loyal than trust Psychology Today THE INFLUENTIAL ROLE OF EMOTION IN CONSUMER BEHAVIOUR IS WELL DOCUMENTED
- 8. … And because it works for businesses 1 – Source: Field, IPA and Gunn Report, “Selling Creativity Short” 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review 3 - Nielsen Consumer Neuroscience study, Emotional campaigns are 10x more efficient than standard campaigns Emotionally connected consumers are 52% more valuable than highly satisfied consumers Emotional ads deliver a 23% uplift in sales volume vs. non- emotional ads 10x 52% 23% MORE EFFICIENT MORE VALUABLE MORE SALES
- 9. Think of your brand and experiences like making a new best friend
- 10. Identity forming values & fulfilled promises Trust built through brilliant interactions, utility or information Exciting experiences that create warmth, currency & prestige T I E
- 13. Changing your language… Define who they are to an inch of their lives Stalk them, find exactly where they are and follow them around (they cant escape) Reach them Hit them Hit them again Follow them Hit them again Convert them Don’t lose them Make them stay, make sure they can’t leave
- 14. The language of CX changed by Emotional TIEs EASY FRICTIONLESS INVISIBLE AI PERSONALISEDThat made me feel good Oh, that’s clever
- 15. Planning the business Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer-to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand FIRST MOMENT External facing marketing Creative & content Advertising Reviews & Ratings THEIR MOMENTS People (#1 choice in hiring and retention) Advocacy & recommendation passing on your brand DIRECT MOMENT Product Customer service Website/Platform/App Advertising Sustainability INDIRECT MOMENTS Tech partners and solutions Media placements Brand and influencer partners Brand advocates Recruiters Charity partners
- 16. Planning the brand/ marketing Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer-to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand IMMEDIATE / INTERACTIVE / IMMERSIVE Paid Social Channels Native Digital DigitalAdvocacyTraditional FB, Pin, IG, TW, Snap – full brand and performance advertising on social channels Content-led execution that fits naturally in its environment Contextual PPC, Display inc. YouTube /Video & programmatic buys Fully optimised owned web real estate, social platforms & offline publications Full paid distribution and content creation through influencers of different size Paid media options and tie-ins across traditional platforms such as TV, Press & Outdoor Media pick up and coverage of major stories and moments Earned Owned
Editor's Notes
- What I will take you through is my opinion. I’ve seen behind the curtain on many business, ran some, and it’s led me to this. I don’t think you’ll agree to it all but that’s great. It is engaging with the content that’s key. Leverage the right tech – right tech solution is up to you, I’m not here to sell something, I want you to be asking the right question to the tech and the brief
- I was in a similar conference and a CMO got up and asked this. They couldn’t answer. Stutters all over the show. I thought about it, this is it. As we go on the journey to this point, what we need to infuse and put front and centre.
- But hold on, Who is the smart person in the front, I know what you are thinking. Innovation. CX will always move on. Yes. There will always be those ahead but if everyone is good, the difference between poor and great is good and great and smaller change. Bar of excellence is achievable. But let’s take advertising. Creepy seesaw of personalisation, tech and what’s right for the consumer?
- Basic but we complicate it and get lost in infinity personalization loops, so boil it down.
- If replicated by your competition, it becomes technical, not experience related. Replicated. How it makes me feel? What ties me to it? Currently, 54% of all brands are generic. There is the opportunity.
- fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). Feelings determine our actions. Yet we are only aware of a fraction of what we feel. Awareness – emotional processing – embodied cognition Gerald Edelman – Nobel Prize winer: Brains operate not by logic but by pattern recognition. Before we speak, we think in metaphor – only species to do it on the planet. 6-8 per minute. They frame our thinking, thoughts and feelings. Products and brands are metaphors. Words are maps to emotions, words reveals psychology. Imagery jogs memory and speeds up the journey on the map. What do you say How do you think Why do you exists Who are you
- How do I take an abstract I’ve heard a million times and action it. Tool/ way of thinking?
- Every touchpoint, tech and recommendation it’s about this not a brand line or overall vision I’m a strategist, of course it means something more!
- Ties isn’t the ingredient – the most emotional thing is ---- YOU. From the language to the planning, put yourself into your company’s CX. Not work you, all proper and acronyms from out of nowhere, but you at home. You – the human. Your staff. Drive of you is the USP and takes it from being a tech powered CX to person centred USP
- Icreate social brands, brands for now, brands for the future, brands that will last