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SDL Proprietary and Confidential
Brand Relationships:
The Good Is Expected
The Bad Goes Viral
Howard Beader, VP Marketing,...
The Brand-Customer Relationship
New Global SDL CX Research
○ Where does customer experience go wrong?
○ Can you ever win b...
3
The Good is Expected, The Bad is Remembered…
2 out of 3 recalled a MAJOR customer
experience failure over the last 10 ye...
4
Where Does Customer Experience
Go Wrong?
5
Where the Experience Goes Wrong
Purchase
21% of failures
happen during the
buying process
First Use
17% are lost
during ...
6
Can You Ever
Win Back
Ex-Customers?
7
Do customers
want to
reengage
with brands
that jilted them?
82%
tried to resolve
18% did not
YES
@SDL @HBeader
8
But…
the odds are stacked against it
1 in 5 would
consider coming back
4 in 5 will never
come back
56%
left anyway
@SDL ...
9
What Gets Customers to
Recommit?
10
19% want discounts on future
purchases
What Actually Will Win Them Back
30% want to see improvement/change
as result of...
The sweet spot for success is the combination of
people, process and technology
Customer service was cited in
3 of the top...
12
“Forrester Research, January, 2014
The Convergence of Brand, Customer Experience and Marketing
Customer Experience
Dema...
13
Andreas Meier
Head of Business Development
Fashion Days Group
FASHION DAYS
FROM FLASH SALES
TO RETAIL
Forrester CXNYC 2015
Andreas Meier, Head of Business Development
Fashion Days Grou...
• FOUNDED IN 2009
• PART OF NASPERS GROUP
• OPERATING IN 7 COUNTRIES
• OVER 7 MIO CUSTOMERS
• MORE THAN 500 000 PRODUCTS
•...
FROM FLASH SALES TO RETAIL
Two different business models compared
CHARACTERISTICS OF FLASH SALES CHARACTERISTICS OF RETAIL...
FROM…
TO…
FROM FLASH SALES TO RETAIL
What does it mean for the customers?
CHOOSING A TECHNOLOGY
SDL eCommerce Optimization
• NAVIGATION
• ONSITE SEARCH
• CAMPAIGN MANAGEMENT
• INTELLIGENT PRODUCT ...
WHY SDL eCommerce Optimization?
• BUY, NOT MAKE
• ACCELERATE CHANGE WITH SPEED OF IMPLEMENTATION
• CENTRAL, EFFICIENT AND ...
THINK ABOUT THE CUSTOMER
THINK ABOUT THE CUSTOMER
CONSISTENT EXPERIENCE
When you change, take customers with you
TAKE AWAYS
MOVE QUICKLY, BUT TAKE CUSTOMERS WITH YOU
LEARN FROM THE BEST
A CHANGE OF BUSINESS MUST BE PLANNED CAREFULLY
DO...
27
SDL helps global brands transform
their Customer Experience
28 @SDL @HBeader
29
Language
Knowledge
Center
Digital Experience
Customer Analytics
30
For More Detail
Download the Research:
www.sdl.com/ForresterForum
Visit us at Booth 104
Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and ...
Fashion Days with Howard Beader & Andreas Meier at Forrester #CXNYC 2015
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Fashion Days with Howard Beader & Andreas Meier at Forrester #CXNYC 2015

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At Forrester CXNYC 2015 in New York Howard Beader, Vice President Product Marketing at SDL discussed brand relationships and customer experience. He then joined forces with Andreas Meier, Head of Business Development for Fashion Days Group to talk about customer experience in retail.

Published in: Data & Analytics
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Fashion Days with Howard Beader & Andreas Meier at Forrester #CXNYC 2015

  1. 1. SDL Proprietary and Confidential Brand Relationships: The Good Is Expected The Bad Goes Viral Howard Beader, VP Marketing, SDL @SDL @HBeader
  2. 2. The Brand-Customer Relationship New Global SDL CX Research ○ Where does customer experience go wrong? ○ Can you ever win back ex-customers? ○ What gets customers to recommit? @SDL @HBeader
  3. 3. 3 The Good is Expected, The Bad is Remembered… 2 out of 3 recalled a MAJOR customer experience failure over the last 10 years …less than half remembered a success @SDL @HBeader
  4. 4. 4 Where Does Customer Experience Go Wrong?
  5. 5. 5 Where the Experience Goes Wrong Purchase 21% of failures happen during the buying process First Use 17% are lost during the first engagement Support 32% of failures happen during post-sale @SDL @HBeader
  6. 6. 6 Can You Ever Win Back Ex-Customers?
  7. 7. 7 Do customers want to reengage with brands that jilted them? 82% tried to resolve 18% did not YES @SDL @HBeader
  8. 8. 8 But… the odds are stacked against it 1 in 5 would consider coming back 4 in 5 will never come back 56% left anyway @SDL @HBeader
  9. 9. 9 What Gets Customers to Recommit?
  10. 10. 10 19% want discounts on future purchases What Actually Will Win Them Back 30% want to see improvement/change as result of their bad experience But…@SDL @HBeader
  11. 11. The sweet spot for success is the combination of people, process and technology Customer service was cited in 3 of the top 4 reasons for positive CX Getting it Right: The Human Touch
  12. 12. 12 “Forrester Research, January, 2014 The Convergence of Brand, Customer Experience and Marketing Customer Experience Demands a New Set of CMO Priorities ”
  13. 13. 13 Andreas Meier Head of Business Development Fashion Days Group
  14. 14. FASHION DAYS FROM FLASH SALES TO RETAIL Forrester CXNYC 2015 Andreas Meier, Head of Business Development Fashion Days Group New York, 16 June 2015
  15. 15. • FOUNDED IN 2009 • PART OF NASPERS GROUP • OPERATING IN 7 COUNTRIES • OVER 7 MIO CUSTOMERS • MORE THAN 500 000 PRODUCTS • OVER 1000 BRANDS • CA 30% SALES ON MOBILE • OVER 1.6 MIO FACEBOOK FANS ABOUT FASHION DAYS The #1 Fashion Destination in Central and Eastern Europe
  16. 16. FROM FLASH SALES TO RETAIL Two different business models compared CHARACTERISTICS OF FLASH SALES CHARACTERISTICS OF RETAIL ADDICTIVE & ENTERTAINING RELIABLE & CONVENIENT SELECTED CUSTOMER GROUP EVERYBODY VISUAL BROWSING NAVIGATING LIFESTYLE DRIVEN PRODUCT DRIVEN NEW PRODUCTS EVERY DAY SAME PRODUCTS EVERY DAY DISCOVERY SEARCH VIRAL & REPEAT SEO & PURCHASED TRAFFIC
  17. 17. FROM…
  18. 18. TO…
  19. 19. FROM FLASH SALES TO RETAIL What does it mean for the customers?
  20. 20. CHOOSING A TECHNOLOGY SDL eCommerce Optimization • NAVIGATION • ONSITE SEARCH • CAMPAIGN MANAGEMENT • INTELLIGENT PRODUCT RANKING • SORTING AND FILTERING • SEGMENTATION AND PERSONALIZATION • RECOMMENDATIONS • UP- AND CROSS-SELLING • API-DRIVEN TECHNOLOGY
  21. 21. WHY SDL eCommerce Optimization? • BUY, NOT MAKE • ACCELERATE CHANGE WITH SPEED OF IMPLEMENTATION • CENTRAL, EFFICIENT AND SCALABLE APPROACH • LEARN FROM EXISTING KNOW-HOW  KEEP CUSTOMERS HAPPY!
  22. 22. THINK ABOUT THE CUSTOMER
  23. 23. THINK ABOUT THE CUSTOMER
  24. 24. CONSISTENT EXPERIENCE When you change, take customers with you
  25. 25. TAKE AWAYS MOVE QUICKLY, BUT TAKE CUSTOMERS WITH YOU LEARN FROM THE BEST A CHANGE OF BUSINESS MUST BE PLANNED CAREFULLY DON’T THINK ABOUT FEATURES, THINK ABOUT CUSTOMERS
  26. 26. 27 SDL helps global brands transform their Customer Experience
  27. 27. 28 @SDL @HBeader
  28. 28. 29 Language Knowledge Center Digital Experience Customer Analytics
  29. 29. 30 For More Detail Download the Research: www.sdl.com/ForresterForum Visit us at Booth 104
  30. 30. Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Global Customer Experience Management

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