Brand Experience Management Sally Hurley VIPdesk 093010

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Presented by Sally Hurley, President VIPdesk.

What this presentation covers:
-What is Brand Experience Management?
-The importance of Brand Experience Management
-The role of the contact center
-Brand Experience Management Results

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Brand Experience Management Sally Hurley VIPdesk 093010

  1. 1. Behind Every Great Brand is a Great Brand Experience VIPdesk Webinar Series Brand Experience Management Ensuring Lifetime Loyalty One Customer Interaction at a TimePresented by:Sally Hurley View the webinarPresident, VIPdesk 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1
  2. 2. Brand Experience ManagementAgenda• About VIPdesk• What is Brand Experience Management?• The importance of Brand Experience Management• The role of the contact center• Brand Experience Management Results 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 2
  3. 3. About VIPdeskAbout Today’s Presenter Sally Hurley President • 20+ years experience delivering premium customer service • Passion for the customer experience • Led VIPdesk’s migration to home-based service solution from centralized structure • Committed to building a culture that supports work-life balance • Excited to be a part of a transformational way of providing customer service- via a home-based team 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 3
  4. 4. Tweeting about Today’s Webinar? VIPdesk on Twitter: @VIPdesk Hashtag: #vipdesk 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 4
  5. 5. About VIPdeskMaking Great Brands Even BetterVIPdesk’s full suite of Brand Experience Management solutions includeVirtual Concierge and Contact Center Services, Social MediaManagement, Experiential Programs, IVR Services and Voice of theCustomer Surveying & Analytics. Global industry leaders trust VIPdesk toenhance their brands through our customer care and loyalty programs.Serving as a seamless extension of their brands, our innovative BrandExperience Management Solutions deliver memorable customerexperiences, business insights and actionable intelligence that generatecustomer advocacy and drive business growth. 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 5
  6. 6. About VIPdesk VIPdesk Service Offerings Voice of Concierge Customer Social Customer Experiential IVRand Loyalty Care Media Surveying Programs Services Services Solutions Support and Analytics 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 6
  7. 7. About VIPdeskBrand Leaders Trust Us 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 7
  8. 8. About VIPdeskCustomer Care Experts• 20+ years of customer service experience• 10+ years optimizing home-based model• Expertise in virtual recruiting, training and performance management• Demographically matched Brand Ambassadors• Unique platform, processes and culture 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 8
  9. 9. What is Brand Experience Management?“Every interaction with thecustomer is a marketing event.” Advertising Age 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 9
  10. 10. What is Brand Experience Management?Defining Brand Experience Management Alignment of all customer touch-points with a company’s brand promise In-store, on-site Online, calls, emails, chats Social media interactions 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 10
  11. 11. What is Brand Experience Management?What is Brand Experience Management MARKETING STIMULUS Billboards Radio BRAND INTERACTION TV Social Media Chat Text Magazine Referral Brand Satisfaction Loyalty Email ROI PR Call Email Direct In-Store Mail Fax Tweet Website Paid Search Natural Search 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 11
  12. 12. What is Brand Experience Management?Brand Experience Management Key Elements• Listening to customers• Determining target brand identity• Understanding all customer touch-points• Aligning messaging and conduct of customer facing team• Achieving brand reinforcement through service delivery 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 12
  13. 13. What is Brand Experience Management?Does Brand Experience Management Matter? 95% of business leaders believe Customer Experience is the new battleground (MCE) Source: The DNA of the Customer Experience: How Emotions Drive Value 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 13
  14. 14. What is Brand Experience Management?Does Brand Experience Management Matter? 49% majority of their experiences are bland of customers say a Source: Gallup 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 14
  15. 15. What is Brand Experience Management?Does Brand Experience Management Matter? 67% decisions are primarily influenced by of consumer purchase word of mouth – #1 factor Source: McKinsey/Thompson Lightstone 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 15
  16. 16. The Power of Brand Experience Management 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 16
  17. 17. The Power of Brand Experience ManagementThe Importance of Employees Human Resources People and Leadership Prioritize employees: employees are the company’s No. 1 customer President/COO Colleen Barrett:  Make employees feel good about what they’re doing on a daily basis, then   Satisfied employees will deliver the same sense of friendliness and care to Southwest passengers. 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 17
  18. 18. The Power of Brand Experience ManagementThe Importance of Customer Service "We are a customer service business that just happens to fly airplanes.” 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 18
  19. 19. The Power of Brand Experience ManagementRecognizing Customers  Send birthday cards  Invited to company events  Feature in advertising and publications  Recognize at corporate events 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 19
  20. 20. The Power of Brand Experience ManagementCustomer Service Principles  Always capitalize the “C” in Customers to emphasize their importance  Employee paycheck reminder: “Customers were responsible for providing this paycheck”  Hiring system to attract and retain “Warrior Spirits” with innate customer service skills  Implement a recognition system and invite the external Customer to help recognize employees  Utilize fun as a strategy to find the kid in everyone 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 20
  21. 21. The Power of Brand Experience Management Service Never Sleeps  Warehouse is open 24/7  Customers can order shoes as late as 11 p.m."If customers know that and receive next-daytheyre going to get the bestservice from Zappos andtheyre going to get it  Most repeat customers get upgrades to freeovernight, then anytime were overnight or second-day deliverygoing to add a productcategory, our customers will beloyal to us.” Tony Hsieh, Zappos CEO 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 21
  22. 22. The Power of Brand Experience ManagementZappos Core Values  Deliver WOW Through Service  Embrace and Drive Change  Create Fun and A Little Weirdness  Be Adventurous, Creative, and Open-Minded  Pursue Growth and Learning  Build Open and Honest Relationships With Communication  Build a Positive Team and Family Spirit  Do More With Less  Be Passionate and Determined  Be Humble 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 22
  23. 23. The Power of Brand Experience Management Culture is the Key to Customer Service  All new corporate employees receive four weeks of customer loyalty training - answering phones in the call center - before starting their actual job“Our number one focus is ourcompany culture. We interview  New hires are offered $2000 to leave if thepeople for culture fit. We wantpeople who are passionate culture does not “fit.”about what Zappos is about -service. I dont care if theyre  "Culture Book” employees annually describepassionate about shoes." what the company culture means to them Tony Hsieh, Zappos CEO 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 23
  24. 24. The Power of Brand Experience ManagementWhat’s NOT in the Call Center Scripts Call time limits Robotic behavior 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 24
  25. 25. The Role of the Contact Center“A customer experience strategy mustbe embedded throughout theorganization to be successful.” Shaun Smith, Smith+co 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 25
  26. 26. The Role of the Contact CenterSix Strategies for Aligning your Brand Promise1. Use your own service2. Listen to the voice of the customer3. Build a customer-centric corporate culture4. Replace call center agents with brand advocates5. It’s the little things that make the brand6. Mix up your metrics 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 26
  27. 27. The Role of the Contact CenterUse your own service Call your own toll-free number Call in the evening/weekend, from your home Do not call employee hotline or identify yourself as employee Ask questions that a typical customer would ask 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 27
  28. 28. The Role of the Contact CenterListen to the voice of the customer Leverage insight and feedback from customers Leverage interaction mining tools; social media monitoring platforms Determine what you want to measure and evaluate Marketing and Executive teams should review customer feedback Don’t just use a snapshot – listen and calibrate regularly 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 28
  29. 29. The Role of the Contact CenterBuild a customer-centric corporate culture Encourage employees to act as champions for customers Build throughout the organization, not just contact center Organization should provide great customer service to one another to thoroughly integrate customer focus 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 29
  30. 30. Using the Contact Center to Develop Brand Experience ManagementHire brand advocates Front-line agents serve as first, often only, touch-point for your brand Must deliver passion for your brand, culture and customer service focus Brand advocates serve customers’ immediate needs and long-term impression Result is customer loyalty and brand differentiation 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 30
  31. 31. The Role of the Contact CenterIt’s the little things that make the brand  Little things can make a big difference in brand perception  Examples include  Is “hold” music consistent with messaging and demographic?  Does email font match who company identity?  Is tone of voice and script what the customer expects  Does the customer receive a consistent experience from one contact to another? 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 31
  32. 32. The Role of the Contact CenterMix up your Metrics More to metrics than SLAs Ask yourself what is most important to your company’s long-term success, not just short-term performance Identify KPIs that measure brand experience performance, not just immediate service levels Example: First call resolution might be more useful than AHT 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 32
  33. 33. Brand Experience Management ResultsStill need a quote here…will find it onWednesday 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 33
  34. 34. Brand Experience Management ResultsBrand Experience Management Strategy Start with brand promise  Provide relevant matches to Design the customer customer needs experience with the brand  Communicate as desired by promise in mind the customer Assess customer’s needs  Rapport and empathy- Serve the customer baseline completely (look backwards  Be the expert and seek out needs)  Express gratitude on behalf of brand  Be helpful 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 34
  35. 35. Brand Experience Management ResultsBrand Experience Management Experience  Gateway Services: Unify disjointed customer experience  Outbound welcome calls: Special touch to make customers feel special  Passionate brand advocates: Identify with company culture, values, and products/services 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 35
  36. 36. VIPdesk. Making Great Brands Even Better.Questions and Discussion 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 36
  37. 37. Upcoming VIPdesk WebinarsOctober 2010•October 19: Impact of Social Media on the 2010 Retail HolidaySeason•October 26: How Quicken Loans Uses Social Media toStrengthen Customer RelationshipsNovember 2010•November 9: Customer Experience Management: The Key toContinued Business Growth & Success•November 30: How to Integrate Social Media Into YourContact Center 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 37
  38. 38. Connect With Us Online Website: http://www.vipdesk.com Blog: http://blog.vipdesk.com Twitter: http://twitter.com/vipdesk Facebook: http://facebook.com/vipdesk LinkedIn: http://linkedin.com/companies/vipdesk YouTube: http://youtube.com/user/vipdesk Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 38
  39. 39. VIPdesk. MakingGreat Brands EvenBetter. Sally Hurley President (703) 837-3518 shurley@vipdesk.com www.twitter.com/vipdesk www.vipdesk.com 324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 39

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