SlideShare a Scribd company logo
Return On
Experience
The insights and research that
show tangible business benefit
to good customer experience.
April 2014
WHY ARE WE ALL
TALKING ABOUT
EXPERIENCE?
Because things have changed…
Macro trends are driving the world
of experiences
Market Rules
are Changing
COMPETITIVE
MOMENTUM
Everything is
a Touchpoint
CHANNEL
UBIQUITY
Expectations
are everything
CONSUMER
EXPECATIONS
Dialogues &
Collaborations
SOCIAL
ENGAGEMENT
DO WHAT YOU SAY
The way we see it…
Say something
Say it loud
Say it well
Say it often
What you do…
How you act…
What they
experience…
matters more
than what you say
In today’s world,
the experience is
the brand.
A brand promise is worthless, if the
brand’s experience doesn’t deliver.
SO IS IT
A NICE TO HAVE
OR A SMART
BUSINESS
MOVE?
9
While they spend less,
Growth follows ‘verb’ brands
The Dollars And Sense Behind
Experience Optimization
According to Forrester, companies that continuously move
higher in their customer experience index scoring will see:
+ Increased revenue due to word of mouth: Incremental sales from positive word
of mouth can range from $2 million for investment firms to $176 million for airlines.
+ Reduction in churn, leading to improvements in revenue: Retained revenue
ranges from $30 million for investment firms to $1.7 billion for wireless providers.
+ Increased revenue thanks to incremental purchases of loyal customers:
The revenue benefit can range from a low of $39 million for consumer electronics
manufacturers to more than $1.3 billion for wireless service providers.
Consumers
value experience
agree (60% strongly) overall
experience is #1 factor in
whether they purchase a
product or service
say previous unique experience
is important (62% very
important) when choosing
brands to use in the future.
agree (44% strongly) they’d pay
more for a product or service if
they knew they’d have a unique
experience with that brand.
But, there
is a gap
agree that the experiences
they’ve actually had with
brands have been extremely
or very unique.
87% 26%
Previous unique
experience is
important to
future purchase
My past experiences
with brands have
been unique
VS
THAT’S SOME GAP
78% 26%
I’d pay more for a
unique experience
My past experiences
with brands have been
unique
VS
AGAIN THAT’S SOME GAP
Marketers
value experience
65%of APJ marketers believe that
a consistent and positive
experience helps distinguish
and differentiate their brand.
57%believe it helps retain
and monetise customers
How did customer experience
impact revenue?
Yet we also see the gap
SO WHY IS IT
HARD?
Experience gaps
What Is Holding Back the Customer Experience?
+ Operational structure and processes (38 percent)
+ Ability to customize and individualize (31 percent)
+ Having engaging and empowered employees (31 percent)
Because culture
shifts are not easy
AND IT NEEDS A
HERO
2
Customer Intimacy
1
Operational
Excellence
3
Product
Leadership
1. Value within price, quality
and convenience
2. Meets my needs, and I will
pay a premium
3. The latest thing
Customers and value disciplines
Net Promoter Score Does Not Equal
Net Promoter System
Frontline Activation
Prioritised improvements; persistent cultural values; daily action
Solid Analytics
The Eight Net Promoter Processes
1. Reliable Metric
Sort Customers, understand
competitive position
2. Loyalty Economics
Support high-quality cost-benefits
estimates
3. Root Cause
Data and processes to draw insights
that unlock action
4. Closed Loop
Enhance relationships through true
dialogue
5. Learning
Coaching, training, experimentation
6. Action
Individual, team, function, enterprise
7. Robust Operational Infrastructure
8. Leadership and Communication
How can you use
these insights to
shape a better
experience?
#1 BACK TO
BASICS
Customer experience 360: Brand experience report
Invite participation
Build around users
Inspire sharing
Create community
Add value
Experience principles
# 2 CHANGE YOUR
TOOLKIT
To manage experiences, we need
new brand tools.
How does your
brand behave
on Twitter?
SOCIAL MEDIA
PHRASEBOOK
How do you activate your
brand with new partners?
PARTNERSHIP
PLAYBOOK
What makes your propriety
event truly yours?
EXPERIENCE
DEFINITION
Why would someone
co-crate something
with you?
ENGAGEMENT
PLATFORM
How do you create social
currency? Why do they talk
about you?
ENGAGEMENT
PLATFORM
How does your brand
behave differently across
global cultures?
GLOBAL
EXPERIENCE
PLAYBOOK
Is every employee at every
level embodying the brand?
EXPERIENCE
TRAINING
BOOTCAMP
As you stop messaging and
start engaging, does your
team have the skills?
EXPERIENCE
TRAINING
BOOTCAMP
# 3 LOOK AT WHAT
CONNECTS YOU
Customer experience 360: Brand experience report
So you need to get
under the hood of what
the whole experience
looks like
20%of surveyed marketers
are planning to map their
customer experience.
48%have not.
Map the Experience
Discovery Experience
How do I learn about your brand? How do you market?
Shopping Experience*
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
Customer Experience*
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?
#4 LISTEN
56%feel they have the technologies
and platforms to listen.
11% of surveyed marketers
are satisfied with their company’s
ability to listen and respond.
That’s
another
gap
75%of marketers use their websites
to broadcast messages.
53%use these sites to listen.
The channels of communication
have changed
47% use call or contact centers
45% head to in-store locations
37% are turning to social media
28% will email
Only 14% will call corporate or sales directly
Only 1% send commentary or messages via traditional mail
#5 PEOPLE AS
EXPERIENCE
DRIVERS
#6 MAKE IT
MATTER
Rather than being
an afterthought,
elevate experiences
to a strategic asset.
+ Strategically defining the experience
created by a brand
+ Expressly articulating the qualities and
characteristics of appropriate brand behaviours
+ Managing, auditing and refining experiences
as critical brand expressions
+ Aligning all actions and touchpoints
with this strategic platform
#1 Back to basics
#2 Change your toolkit
#3 Look at what connects you
#4 Listen
#5 People as experience drivers
#6 Make it matter
Thank you
Helen Graney
Managing Director
02 8231 4565
Helen.graney@jackmorton.com.au

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Customer experience 360: Brand experience report

  • 1. Return On Experience The insights and research that show tangible business benefit to good customer experience. April 2014
  • 2. WHY ARE WE ALL TALKING ABOUT EXPERIENCE?
  • 3. Because things have changed…
  • 4. Macro trends are driving the world of experiences Market Rules are Changing COMPETITIVE MOMENTUM Everything is a Touchpoint CHANNEL UBIQUITY Expectations are everything CONSUMER EXPECATIONS Dialogues & Collaborations SOCIAL ENGAGEMENT
  • 6. The way we see it… Say something Say it loud Say it well Say it often What you do… How you act… What they experience… matters more than what you say
  • 7. In today’s world, the experience is the brand. A brand promise is worthless, if the brand’s experience doesn’t deliver.
  • 8. SO IS IT A NICE TO HAVE OR A SMART BUSINESS MOVE?
  • 9. 9 While they spend less, Growth follows ‘verb’ brands
  • 10. The Dollars And Sense Behind Experience Optimization According to Forrester, companies that continuously move higher in their customer experience index scoring will see: + Increased revenue due to word of mouth: Incremental sales from positive word of mouth can range from $2 million for investment firms to $176 million for airlines. + Reduction in churn, leading to improvements in revenue: Retained revenue ranges from $30 million for investment firms to $1.7 billion for wireless providers. + Increased revenue thanks to incremental purchases of loyal customers: The revenue benefit can range from a low of $39 million for consumer electronics manufacturers to more than $1.3 billion for wireless service providers.
  • 12. agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service
  • 13. say previous unique experience is important (62% very important) when choosing brands to use in the future.
  • 14. agree (44% strongly) they’d pay more for a product or service if they knew they’d have a unique experience with that brand.
  • 16. agree that the experiences they’ve actually had with brands have been extremely or very unique.
  • 17. 87% 26% Previous unique experience is important to future purchase My past experiences with brands have been unique VS THAT’S SOME GAP
  • 18. 78% 26% I’d pay more for a unique experience My past experiences with brands have been unique VS AGAIN THAT’S SOME GAP
  • 20. 65%of APJ marketers believe that a consistent and positive experience helps distinguish and differentiate their brand.
  • 21. 57%believe it helps retain and monetise customers
  • 22. How did customer experience impact revenue?
  • 23. Yet we also see the gap
  • 24. SO WHY IS IT HARD?
  • 25. Experience gaps What Is Holding Back the Customer Experience? + Operational structure and processes (38 percent) + Ability to customize and individualize (31 percent) + Having engaging and empowered employees (31 percent)
  • 27. AND IT NEEDS A HERO
  • 28. 2 Customer Intimacy 1 Operational Excellence 3 Product Leadership 1. Value within price, quality and convenience 2. Meets my needs, and I will pay a premium 3. The latest thing Customers and value disciplines
  • 29. Net Promoter Score Does Not Equal Net Promoter System Frontline Activation Prioritised improvements; persistent cultural values; daily action Solid Analytics The Eight Net Promoter Processes 1. Reliable Metric Sort Customers, understand competitive position 2. Loyalty Economics Support high-quality cost-benefits estimates 3. Root Cause Data and processes to draw insights that unlock action 4. Closed Loop Enhance relationships through true dialogue 5. Learning Coaching, training, experimentation 6. Action Individual, team, function, enterprise 7. Robust Operational Infrastructure 8. Leadership and Communication
  • 30. How can you use these insights to shape a better experience?
  • 33. Invite participation Build around users Inspire sharing Create community Add value Experience principles
  • 34. # 2 CHANGE YOUR TOOLKIT
  • 35. To manage experiences, we need new brand tools. How does your brand behave on Twitter? SOCIAL MEDIA PHRASEBOOK How do you activate your brand with new partners? PARTNERSHIP PLAYBOOK What makes your propriety event truly yours? EXPERIENCE DEFINITION Why would someone co-crate something with you? ENGAGEMENT PLATFORM How do you create social currency? Why do they talk about you? ENGAGEMENT PLATFORM How does your brand behave differently across global cultures? GLOBAL EXPERIENCE PLAYBOOK Is every employee at every level embodying the brand? EXPERIENCE TRAINING BOOTCAMP As you stop messaging and start engaging, does your team have the skills? EXPERIENCE TRAINING BOOTCAMP
  • 36. # 3 LOOK AT WHAT CONNECTS YOU
  • 38. So you need to get under the hood of what the whole experience looks like
  • 39. 20%of surveyed marketers are planning to map their customer experience. 48%have not.
  • 40. Map the Experience Discovery Experience How do I learn about your brand? How do you market? Shopping Experience* What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? Customer Experience* How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand?
  • 42. 56%feel they have the technologies and platforms to listen. 11% of surveyed marketers are satisfied with their company’s ability to listen and respond.
  • 44. 75%of marketers use their websites to broadcast messages. 53%use these sites to listen.
  • 45. The channels of communication have changed 47% use call or contact centers 45% head to in-store locations 37% are turning to social media 28% will email Only 14% will call corporate or sales directly Only 1% send commentary or messages via traditional mail
  • 48. Rather than being an afterthought, elevate experiences to a strategic asset.
  • 49. + Strategically defining the experience created by a brand + Expressly articulating the qualities and characteristics of appropriate brand behaviours + Managing, auditing and refining experiences as critical brand expressions + Aligning all actions and touchpoints with this strategic platform
  • 50. #1 Back to basics #2 Change your toolkit #3 Look at what connects you #4 Listen #5 People as experience drivers #6 Make it matter
  • 51. Thank you Helen Graney Managing Director 02 8231 4565 Helen.graney@jackmorton.com.au