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"Smart Marketing. Customer Experience Insights are Golden".


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"Smart Marketing. Customer Experience Insights are Golden". Keynote presentation by Chris Olson at the inaugural conference of Association of Library Communications & Outreach Professionals, October 9-10, 2011. Held in Glenside, PA.

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"Smart Marketing. Customer Experience Insights are Golden".

  1. 1. Smart Marketing.Customer Experience Insights Are Golden Christine Olson MLS, MAS Chris Olson & Associates October 9-10, 2011 Association of Library Communications & Outreach Professionals Inaugural Conference at Arcadia University, Glenside, PA
  2. 2. Explore•  Relationship between brand experience and customer experience•  Brand promise•  Brand touchpoints•  Customer experience, journeys, hassles•  Service industry brand snapshot & experience 2
  3. 3. Customer ExperienceResponse customers have to any direct or indirectcontact with an organizationDirect contact: purchase, use, and service –  usually initiated by the customer –  virtual, on-site interactions
  4. 4. Customer ExperienceIndirect contact: unplanned encounters with representations of an organization’s products, services, or brands –  word-of-mouth recommendations or criticisms, advertising, news reports, reviews –  social media, networks, communities
  5. 5. Critical Brand ComponentsBrand Promise –  what a brand promises to do every day for every customerBrand Touchpoints –  every encounter and interaction 5
  6. 6. Brand Components in the ExperienceBrand Promise•  Builds expectations in the customer’s mind and begins to formulate the mental brand perception –  the promise is delivered and expectations are met –  the promise is not delivered and expectations become something that is not the promise•  Promise needs to be unique, compelling and believable 6
  7. 7. Brand Promise: Some thoughts by Medical Librarians in 2006Only medical libraries and librarians Promise to Deliver:•  Incredible customer service •  Great technology•  Fulfillment and satisfaction •  Deliver info when you need it, where•  “...a nice bunch of people who you need it, and in the format you help me all the time” want it•  Proactive and value-added •  Helping clinicians make better•  Highly personalized service decisions...•  The ability for our clients to do their jobs, better •  Really? These are not unique promises and miss the mark. Refine by asking “So what!?”•  For them to look good Ask that question from the perspective of•  Problem solving the customer until the essence of the promise is uncovered. 7
  8. 8. Brand Components in the ExperienceBrand Touchpoints•  People, places, things... every interaction every encounter•  Brand communication channels•  Brand promise “lives”•  Factors that help define the customer experience•  Opportunities for expectations to be recognized, met & exceeded 8
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  10. 10. Touchpoint Examples reference service & chat e-mail signature blocks database interfaces phone answer professional meetings training materials & sessions vendor interactions orientations & tours displays staff & professional meetings business cards/letterheads meeting rooms signage (internal & external) flyers/brochures/posters front desk/circulation electronic catalog Your library will have different and more web site(s) touchpoints than listed here. Each Google Maps/directional signs touchpoint gives you the opportunity to establish your brand and reinforce your a/v & machinery rental/usage brand message. Don’t forget staff members. podcasts You are a touchpoint right this very minute. facilities 10
  11. 11. Customer Insight Tools•  customer journey maps•  customer experience maps•  customer hassle mapping 11
  12. 12. Customer Journey Map•  Diagram that illustrates the steps customers take while engaging with an organization•  All the touchpoints- single and combinations•  Step into the customer’s shoes•  Start with awareness and go to the end•  Who, what, when, how every step of the way•  Insights not processes
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  14. 14. Customer Experience MapsTracing the experience cycle –  steps people go through while building a relationship with a product or service •  connecting (first impression) •  becoming oriented (understand what’s possible) •  interacting with the product (direct experience) •  extending perception or skill and use •  telling others (teaching or spreading ) customers become advocates and introduce others to the product, beginning the cycle anew.
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  16. 16. Gathering insights into thecustomer experience starts on thehome page at this library.
  17. 17. @#*#! argh! Customer Hassle MapsIdentifies and defines all the actual steps that characterize the negative experience of a customer. –  hot spots (emotional and economic) –  irritations –  frustrations –  time wasted –  delays•  fix and innovation opportunities
  18. 18. Hassles•  Add up to outweigh the positives•  Plant negative brand perceptions and memories1.  Collect feedback interviews: record the session (GotoMeeting)2.  Build the hassle map (mind mapping software: Mindjet MindManager)5.  Analyze and eleminate the hassle Don’t stop! Don’t let processes get in the way. 18
  19. 19. No need to be fancy, if you don’t want to be. A good white board and apile of sticky notes works too! It’s best if the white board is electronic soyou can capture your scribbles/notes in a computer file.
  20. 20. Insights•  Stepping into the customer’s shoes helps you to: –  Align with needs and preferences of target audiences –  Define functional requirements and fix possible gaps –  Strengthen the brand for all stakeholders –  Establish accountability standards –  Move from library-centric to customer-centric –  Competitively position a library/LIS in its market –  Create what people love before they know they want it –  Boost ROI on marcom strategies and initiatives –  Understand customer loyalty drivers (and you want repeat customers!) 20
  21. 21. Hospitality Industry Example DESIGN ESSENCEI believe in looking at other service industriesfor ideas and examples of good marcomtechniques and tools. The hospitality industryoffers many examples for branding a service.It’s a highly competitive industry requiring allbrands to differenciate themselves down tothe smallest detail and to make a guest’s staymemorable so they will become loyal to thebrand. Tracking the customer experience istaken very seriously and insights are key tokeeping the brand relevant. I have excerpted pages from the document into this presentation. TheThis document for the Hawthorn hotel brand complete file is available as a PDF in myby Wyndham provides insights into the Slideshare list. The file is calledHawthorn brand and how Wyndham aims to “WyndhamHawthorn BrandDesignconvey the essence of the brand to Essence Jan 2011.pdf”customers. This document would be used tohelp introduce Hawthorn franchise owners,staff members, vendors, stakeholders andothers to the brand and how to nurture thebrand so that it successfully achieves itsbusiness goals. Notice how the customerexperience is woven into the fabric of thebrand story and the roles different brandtouchpoints play in the customer journey.
  22. 22. This is quite a promise! They aim to havetheir guests perceive and remember thatstaying at their hotel is more comfortablethan their own bed and home.
  23. 23. A great example to apply to yourlibrary brand. Think it through.
  24. 24. This is an example of a useful visualization for libraries to adoptafter performing a SWOT. Show your competitors and yourposition relative to them and the marketplace. And yes, Google,Barnes & Noble, and Amazon are competitors. Any library/information service/reading room etc. within a 30 mile radius isalso a competitor if you’re basing your marketplace ongeographic boundaries.
  25. 25. They’ve segmented the customer experienceand the journey so brand touchpoints can bemanaged to contribute to the brand promise:The hotel is better than home.
  26. 26. Brand Experience: What Is It? How IsIt Measured? Does It Affect Loyalty? J. Jo sko Brakus, Bernd H. Schmitt, & Lia Zarantonello ˘Brand Experience: What Is It? How IsIt Measured? Does It Affect Loyalty?Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by J. Josko Brakus, Bernd H. Schmitt, &brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.The authors distinguish several experience dimensions and construct a brand experience scale that includes fourdimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable,valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, Lia Zarantonellocustomer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyaltydirectly and indirectly through brand personality associations.Keywords: experience marketing, brand experience, customer experience management, scale development, marketing communications Journal of MarketingH Vol. 73 (May 2009), 52–68 ow do consumers experience a brand? How is brand brand attachment) and develop a scale that can measure the experience measured? Does brand experience affect strength with which a brand evokes each experience dimen- consumer behavior? Many useful constructs and sion. However, the experience construct is not as clearlymeasurements have been developed recently in the branding associated with one particular basic discipline (e.g., psy-literature, including brand personality, brand community, chology) as other brand constructs are. For example, brandbrand trust, brand attachment, and brand love (Aaker 1997; personality and brand attachment have been defined on theCarroll and Ahuvia 2006; Delgado-Ballester, Munuera- basis of equivalent concepts in personality and develop-Alemán, and Yagüe-Guillén 2003; McAlexander, Schouten, mental psychology; as a result, the development ofand Koenig 2002; Thomson, MacInnis, and Park 2005). scale items was relatively straightforward. In contrast, writ-However, a conceptualization and scale for measuring ing on experience can be found in a wide range of fields,brand experiences has not yet been developed. In addition, including marketing, philosophy, cognitive science, andresearch has studied contexts in which specific product and management practice. Therefore, we must clearly conceptu- If you’re looking for serious reading onservice experiences arise (Arnould, Price, and Zinkhan alize our construct and develop scale items based on this2002). However, research has largely ignored the exact conceptualization.nature and dimensional structure of brand experiences. To define and conceptualize the brand experience con- Notably, brand experience has attracted a lot of atten- struct, we begin with a review of consumer and marketing the topic, this article is very good.tion in marketing practice. Marketing practitioners have research, which examines when experiences occur and howcome to realize that understanding how consumers experi- they affect judgments, attitudes, and other aspects of con-ence brands is critical for developing marketing strategies sumer behavior. Next, we review the literature in philoso-for goods and services. Many trade writings have appeared phy, cognitive science, and applied management to distin-that present useful concepts as well as some ad hoc experi- guish brand experience dimensions and develop a brandence measurements (Chattopadhyay and Laborie 2005; Pine experience scale. We then examine the psychometric prop-and Gilmore 1999; Schmitt 1999, 2003; Shaw and Ivens erties of the scale using standard scale validation proce-2002; Smith and Wheeler 2002). dures. Finally, we test whether brand experience affects In this article, we present both a conceptual analysis of consumer satisfaction and loyalty.brand experience and a brand experience scale. As with Find it at:other brand research, the development of a brand experi-ence scale must go hand-in-hand with conceptual develop- The Experience Concept inment of the construct itself. We need to identify the under- Consumer and Marketing Researchlying dimensions of brand experience (analogous to the Consumer and marketing research has shown that experi-“Big Five” dimensions of brand personality or the dimen- ences occur when consumers search for products, when of affection, connection, and passion that make up they shop for them and receive service, and when they con- sume them (Arnould, Price, and Zinkhan 2002; Brakus,J. Josko Brakus is Assistant Professor of Marketing, William E. Simon ˘ Schmitt, and Zhang 2008; Holbrook 2000). We discuss eachGraduate School of Business Administration, University of Rochester in turn. more.cfm?&uni=bhs1&pub=4243(e-mail: Bernd H. Schmitt is Robert D.Calkins Professor of International Business, Columbia Business School,Columbia University (e-mail: Lia Zarantonello is a Product Experiencepostdoctoral research fellow, Department of Management, Institute of Product experiences occur when consumers interact withMarketing, Bocconi University (e-mail: products—for example, when consumers search for prod-The authors contributed equally to the article and are listed in alphabeti-cal order. They thank Professor Kamel Jedidi for his help in data analyses. ucts and examine and evaluate them (Hoch 2002). The product experience can be direct when there is physical© 2009, American Marketing Association Journal of MarketingISSN: 0022-2429 (print), 1547-7185 (electronic) 52 Vol. 73 (May 2009), 52–68
  27. 27. Chris Olson 237 Prospect Bay Drive West Grasonville, MD 21638 MARKETING 410.827.5642BRAND MANAGEMENT COMMUNICATIONS If you need any help with your branding efforts or want a tailored workshop for your staff, give me a call... ;-) Exclusively forInformation Services andKnowledge Professionals