Customer Experience Marketing
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Michael Pace is a customer support and community management executive who shares information on his Twitter account @mpace101. He discusses topics like customer experience marketing, building customer loyalty over a long-term relationship, and the importance of customer retention for increasing average revenue and profitability per customer. Pace emphasizes organizing customer support to deliver value from the customer's point of view and empowering associates to act according to the company's vision of exceptional service.
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Customer Experience Marketing
- 1. Customer Experience Marketing Michael Pace Twitter: @mpace101
- 2. Introductions Michael Pace Customer Support & Community Management Executive Twitter: @mpace101 LinkedIn Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List Slideshare: http://www.slideshare.net/mpace101 Twitter: @mpace101
- 5. Committed to a long- term relationship Proactively involved Emotionally, psychologica lly, and physically connected Simply “Satisfying” customers [transactionally] is not enough Twitter: @mpace101
- 6. 23% Premium 13% Discount Source: Customer Engagement, What’s Your Engagement Ratio?, Gallup Consulting, 2009 Twitter: @mpace101
- 9. Acquisition Retention Customer Life Time Value Aver. Revenue / Profitability Customer Twitter: @mpace101
- 10. Awareness The Funnel & Customer Life Time Value Consideration Acquisition Intent Purchase Support ARPU / Profitability Loyalty Retention Advocacy Joseph Jaffe Twitter: @mpace101
- 11. It’s not easy … And may feel like a scuba diver spinning a battleship Twitter: @mpace101
- 13. Must be searchable Awareness Media – Paid, Earned/Shared, & Consideration Owned Intent Be Where Your Customers are Purchase Build Trust Twitter: @mpace101
- 14. Easy to Use Trustable Info Capture Sharable Connect Twitter: @mpace101
- 15. Customer Access Purchase Voice of the Customer / Surveys Acknowledgement Proactive Support Sharable / Make it Easy Twitter: @mpace101
- 16. Purchase Acquisition Retention Customer Life Time Value Aver. Revenue / Profitability Customer Twitter: @mpace101
- 17. Have a Service Purpose / Vision Deliver value from customer Point of View Reinforce beliefs through associates Organized to support
- 18. Aligns day to day actions with Service Value Prop Have a Service Vision / Defines & commits associates to what exceptional service is Purpose Empowers associates to act Design goals and processes from the customer’s standpoint (working backwards Deliver value from the from the customer customer’s POV Focus on what’s important to them, not internal needs first Reinforce beliefs through Measure and incent on based on your vision and customer needs associates Fosters the expectation of living your vision Enables organization to “walk the talk” Organized to support Puts associates in position to grow and win
- 19. Time Relationship Thought Leadership Where Awareness Tools Communities Consideration Groups Intent Being Found Purchase Support May Start Before Purchase Twitter: @mpace101
- 20. Implementation sets Purchase the Stage Creating the Customer Success Path (Happy Path) VOC & Customer Advocates Twitter: @mpace101
- 22. Sharing experiences and Q&A Twitter: @mpace101 #CCCon12
- 23. References • Starbucks experience pic http://spinsucks.com/social-media/a-fantastic-starbucks-customer-experience- story/ • Funnel http://www.jaffejuice.com/flip-the-funnel/ • www.socialquickstarter.com – Constant Contact Twitter: @mpace101
- 24. Introductions Michael Pace Customer Support & Community Management Executive Twitter: @mpace101 LinkedIn Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
Editor's Notes
- There is a powerful link between engagement and business outcomes