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Das ist Marketing Stuttgart: This Is Marketing Stuttgart: Präsentation zur Kundenerfahrung

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Dies ist die Präsentation Über Kundenerfahrung von der Veranstaltung "This is Marketing" im Stuttgart. Es enthält die Peak-End-Regel, die Übung zum Kundenaufzug, die Techniken zur Messung der Kundenzufriedenheit und eine Liste von Methoden zum Kundenhören.
Es enthält auch Informationen zur Kundenzufriedenheitsstatistik und deren Auswirkungen auf Einnahmen, Ausgaben, Verkäufe und Unternehmensbewertungen.

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Das ist Marketing Stuttgart: This Is Marketing Stuttgart: Präsentation zur Kundenerfahrung

  1. 1. © 2019 Roland Frasier THE CUSTOMER EXPERIENCE ELEVATOR Roland Frasier | DigitalMarketer.com
  2. 2. Owned, Built + Sold 24 Businesses With Sales €3M - €2.7B 3 Exits + 3 AcquisiSons In The Past 12 Months
  3. 3. © 2019 Roland Frasier WHAT IS CX?
  4. 4. © 2019 Roland Frasier Case Study: Car Purchase Decision Source: Think With Google
  5. 5. © 2019 Roland Frasier Case Study: Car Purchase Decision Source: Think With Google
  6. 6. © 2019 Roland Frasier Case Study: Car Purchase Decision Source: Think With Google
  7. 7. © 2019 Roland Frasier Case Study: Car Purchase Decision Source: Think With Google
  8. 8. © 2019 Roland Frasier Case Study: Car Purchase Decision Source: Think With Google
  9. 9. © 2019 Roland Frasier The Increasing Importance Of SoZ Assets
  10. 10. © 2019 Roland Frasier Customer Experience PosiSon CompeSSve Advantage Brand Culture People
  11. 11. © 2019 Roland Frasier
  12. 12. © 2019 Roland Frasier CX Stats
  13. 13. © 2019 Roland Frasier AcquisiSon: -3X to -30X Prices: +18% (64%) RetenSon: +2.7X (-40%) Referrals: +9X (-16X) Sources: HBS Study | PwC | HBR | Aberdeen Group | Amex “Good CX scores can drive a 1.3X to 2.4X increase in Revenue Per Customer.”
  14. 14. © 2019 Roland Frasier AcquisiSon: €100,000 Sales: €100,000 MRR Churn: €48,000 Referral LTV: €20,000 AcquisiSon: €33,000 Prices: €118,000 MRR Churn: €17,800 Referral LTV: €180,000 Savings: €67,000 Margin: €18,000 MRR Retained: €30,200 Referral LTV: €160,000
  15. 15. Up To 5.7X Higher ValuaSon Sources: Forrester | RetailCustomerExperience | McKinsey© 2019 Roland Frasier
  16. 16. © 2019 Roland Frasier IDENTIFY EVERY TOUCHPOINT
  17. 17. © 2019 Roland Frasier Customer Touchpoint Inventory Pre-Purchase Purchase Post-Purchase Ads, Walk-By, Walk-In, Word of Mouth, Print Ad, Radio, TV, Trade Show, Referral, Website, Blog, NewsleNer, Flyer, Search Engine, Email, Webinar, Landing Pages, Snap, Facebook, Instagram, YouTube, LinkedIn, UGC, Messenger, Chat, User Group, Forum, Review Site, RetargeUng, Comparison Site, CompeUtor Sites, Online Store, Call Center, Physical Store, Amazon, Direct Mail, Samples, Trial Add-To-Cart, View Cart, Customer Login, Guest Checkout, Pre-pop checkout, One-Click Purchase, Edit Cart Add/Remove, View Product From Cart, Zoom Detail, Persistent Cart, Shipping Methods, Delivery Times, In/Out of Stock, Payment Methods, Upsells, Down- sells, Cross-sells, In- Purchase Support, Thank You Page, ConfirmaUons Chat, Messenger, Bots, In-person Sales, Call Center Email Order ConfirmaUons, Messenger Order ConfirmaUons, Bots, Ship ConfirmaUons, Tracking, Delivery Time, Delivery, Unboxing, Box Open Welcome, 1st Product Contact, 1st Use, Use InstrucUons, Bundle-In Offers, On-Boarding, NPS, ConsumpUon, Gi^s Follow- Up, Support, UGC, User CommuniUes, TesUmonials, Follow-On Sales, Loyalty Programs, RetenUon, Referral, Re-order, Reviews
  18. 18. © 2019 Roland Frasier Customer Touchpoint Inventory Pre-Purchase Purchase Post-Purchase
  19. 19. © 2019 Roland Frasier FIND OUT WHAT CUSTOMERS ARE THINKING
  20. 20. © 2019 Roland Frasier Find Out What Your Customers Are Saying + Thinking 1. Online Surveys 2. Listening Posts 3. Comment Cards 4. CX Opinion Reports 5. Usage Studies 6. Idea Submit Sites 7. Messenger Apps 8. Mystery Shoppers 9. Telephone Surveys 10. Customer Emails 11. Focus Groups 12. In-App Surveys 13. Support Desk Feedback 14. Social Listening
  21. 21. © 2019 Roland Frasier CUSTOMER EXPERIENCE FAB 50 GRID TEMPLATE FAB 50 Feedback BeliefsAcSonsFeelingsFeedback
  22. 22. © 2019 Roland Frasier CUSTOMER EXPERIENCE FAB 50 GRID FAB 50 Feedback BeliefsAcSonsFeelingsFeedback I buy most products online I think prices are beher online I ask friends recommendaSons I’m nervous if it’s not Amazon I compare prices to not overpay I hate being upsold I always look for coupon codes I won’t pay for shipping I search for reviews before I buy I want a guaranty before I buy I need financing opSons Save my cart or I’m gone “I’m not comfortable buying from sites that I don’t already know.” I like to buy this kind of product online. “I believe prices are beNer online” “I get recommendaUons from friends before I make a purchase” “I feel like you should be able to buy without a bunch of upsells.” “I search for discount codes before I make a purchase” “I believe all merchants should offer free shipping” “I search review sites before I make a purchase.” “I feel reassured when they offer a money back guaranty.” “I believe that you will overpay if you don’t compare prices first.” “I believe all merchants should offer financing opUons.” “I feel frustrated when carts don’t save items to buy later.”
  23. 23. © 2019 Roland Frasier OPTIMIZE CUSTOMER EXPERIENCE
  24. 24. © 2019 Roland Frasier P o s i t i v e C X N e g a t i v e C X Peak-End Rule Pit Pit Pit RETAINED ONBOARD TEST CAMPAIGN BIG WIN AD FATIGUE AD REFRESH REP CHANGE GIFT Peak Peak Peak Peak Peak
  25. 25. © 2019 Roland Frasier Takeaways… Design PosiSve Beginnings Design CX Surprise + Delight Peaks Design CX Ending Peaks Flip the Pits Celebrate Milestones
  26. 26. © 2019 Roland Frasier 1.CommunicaSon 2.WaiSng Too Long 3.Genng Shuffled Around 4.You Don’t Seem To Care 5.Over Promising and Under-Delivering 6.Not Listening Biggest Client Complaints Sources: ClientFlow.com | Business.com 1.Genng Clients 2.Retaining Clients 3.AhracSng Top Talent 4.Managing ExpectaSons 5.Genng Results 6.AdapSng To Industry Changes Biggest Business Issues
  27. 27. © 2019 Roland Frasier 1.CommunicaSon 2.WaiSng Too Long 3.Genng Shuffled Around 4.You Don’t Seem To Care 5.Over-Promising and Under-Delivering 6.Not Listening Biggest Client Complaints Sources: ClientFlow.com | Business/.com 1.Genng Clients 2.Retaining Clients 3.AhracSng Top Talent 4.Managing ExpectaSons 5.Genng Results 6.AdapSng To Industry Changes Biggest Business Issues
  28. 28. © 2019 Roland Frasier MEASURING CX
  29. 29. © 2019 Roland Frasier Why Measure? Increase Customer Loyalty + Reduce Churn Reducing churn by 5% Can Equal 25% to 95% Increase In Profits Sources: Bain
  30. 30. © 2019 Roland Frasier C-SAT
  31. 31. © 2019 Roland Frasier “On a scale of 1-7 how saSsfied are you with our service?”
  32. 32. © 2019 Roland Frasier 1-3: 80% of most corporate Sme is spent on complaint management 4-6: Focus more on moving these to a 7 They are worth 9X as much! Source: Forrester
  33. 33. © 2019 Roland Frasier €132,341,160 Source: Southwest Airlines
  34. 34. © 2019 Roland Frasier NPS NET PROMOTER SCORE
  35. 35. © 2019 Roland Frasier “NPS measures how likely your customers are to recommend your business to a friend.”
  36. 36. © 2019 Roland Frasier Step 1: Survey your customers. Ask "On a scale of 0 to 10, how likely are you to recommend us to a friend?” Step 2: Categorize respondents 0-6 are Detractors, 7-8 are Passives, 9-10 are Promoters. Step 3: Calculate NPS. (# of Promoters - # of Detractors) = NPS. This score can range from -100 to 100.
  37. 37. © 2019 Roland Frasier WHY TRACK NPS?
  38. 38. © 2019 Roland Frasier Brands with the highest levels of brand advocacy (NPS) grow 2.5X faster than their compeStors Source: Bain & Company
  39. 39. © 2019 Roland Frasier Improves Referral MarkeSng 80% of happy customers will recommend Prospects 70% more likely to buy if friend recommends Referred customers have 16% higher LCV Source: Temkin + American Express| Extol
  40. 40. © 2019 Roland Frasier Referrals 80% ↑ Conversions: 70% ↑ LCV: 16% ↑ Total $$ Before: 100 2% €10,000 €20,000 % Increase → AZer: 180 3.4% €11,600 €70,992
  41. 41. © 2019 Roland Frasier Referrals 80% ↑! Conversions: 70% ↑ LCV: 16% ↑ Total $$ Before: 100 2% €10,000 €20,000 % Increase → AZer: 180 3.4% €11,600 €70,992 355% = 3.55X
  42. 42. © 2019 Roland Frasier KEY POINTS TO MEASURE
  43. 43. © 2019 Roland Frasier Always-On Surveys
  44. 44. © 2019 Roland Frasier Touchpoint Intercept Surveys
  45. 45. © 2019 Roland Frasier Abandonment Intercept Surveys
  46. 46. © 2019 Roland Frasier Post-Purchase Surveys
  47. 47. © 2019 Roland Frasier TargeSng + SegmentaSon Surveys
  48. 48. © 2019 Roland Frasier CUSTOMER EXPERIENCE ELEVATOR
  49. 49. © 2019 Roland Frasier x 10 ⭐ Experience (Impossible) 5 ⭐ Experience (Current Best Possible) 1 ⭐ Experience (Unacceptable) 7 ⭐ Experience (New Standard)1 2 3 4 5 6 7 8 9 10 The Customer Experience Elevator
  50. 50. © 2019 Roland Frasier Exercise… Take 3 Minutes to write your 5-Star review Get your team into a group of 4: Name + Describe Biz + Read 5-Star review 4 minutes each to create a 10-Star review 4 minutes each to create a 7-Star review Read your online reviews and write your 1- star review. Then flip the pits
  51. 51. © 2019 Roland Frasier CUSTOMER EXPERIENCE STORY
  52. 52. © 2019 Roland Frasier x Aware Engage Subscribe Convert Excite Ascend Advocate Promote SenngF.A.B.TeamExperience Your Customer Experience Story
  53. 53. © 2019 Roland Frasier x Aware Engage Subscribe Convert Excite Ascend Advocate Promote SenngF.A.B.TeamExperience Your Customer Experience Story Facebook Instagram Email Blog YouTube Confused Overwhelm See/Click Ad Can I even do this? Ad Agency CreaVve + Build Team They get me. Ad + lander = look and feel the same LM appeals Landing Page SkepVcal Reading Page This can help me get what I want. CreaVve, copy + build team Lead magnet solve a big problem they have. Opt-in Form Don’t want to get spam. OpVng-in SkepVcal. Will this work? CreaVve, copy + build team Enter email, see thank you page. Receive lead magnet in email. Sales + order page/cart Phone call Live event Confident. Understood. Give payment info. This will work. Inbound sales team, call center, live event staff or website Cart works, receive pmt., confirmaVon rec’d. product recd.
  54. 54. THANK YOU! Roland Frasier DigitalMarketer.com

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