The document, presented by Dr. Gary Edwards, emphasizes the importance of customer experience and employee engagement in challenging economic times. It discusses strategies for businesses to differentiate themselves through delivering on brand promises and creating emotional connections with customers. Key takeaways include the role of engaged employees in enhancing customer experiences and the significance of advocacy over traditional advertising.

1. Doing More with Less in Challenging
Economic Times
Dr. Gary Edwards
Chief Customer Officer
October25, 2011

2. We believe that everyone deserves to love
where they work, shop and dine.
Customer Relationship Optimization
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3. Why Am I Here?
Does the
Experience
Really Matter?
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4. How’s the Economy?
Things Aren’t
Going Well…
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5. Deliver on Your Brand Promise
Three Ways
to Stand Out
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6. Happy Employees Make a Difference
Engagement
can be
Contagious…
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7. Turn Shopping into an Experience
An Escape
Worth Waiting
For…
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8. Shout it Out Loud
Tell it to the World!
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9. Don’t Believe Me?
http://www.empathica.com/about-us/management-team/gary-edwards/
Use the chat button in the corner
Let’s make this interactive
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10. Customer Experience Really Does Matter
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11. Customer Experience Matters

12. Better Experience Helps the Bottom Line
Strong brand advocates
spend more 65%
57% of customers purchase
a product that was recommended
to them by a Sales Associate
http://www.empathica.com/consumer-insights/consumer-behavior-reports/
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13. But…
…few are able to
deliver a superior
customer
experience today…
http://www.empathica.com/consumer-insights/
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14. The Opportunity of a Changing Economy
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15. Tough Economic Conditions
http://www.empathica.com/consumer-insights/
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16. Let’s Make it… a Bigger Deal
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17. It’s the Experience
Differentiate with experience
Build an Emotional connection with customers
Provide an escape from the bad news
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18. Delivering on Your Brand Promise
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19. Three Pillars of a Brand Promise
Deliver the
best
Experience
BRAND
PROMISE
Word of Corporate
Mouth Culture
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20. The Path to Delivering
Customer
Experience
Employee
Advocacy
Engagement
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21. Employee Engagement
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22. People Experience
Customer
Experience
EMPLOYEE
Advocacy
ENGAGEMENT
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23. A Greeting Card Store
• Greeting cards are a
commodity
• “I can buy a card
anywhere”
• An Experience that
transcends a $7 purchase
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24. Engaged Employees Create Emotion
• Employees are engaged
• They have to be…
• Emotional product
• Occasions all carry
emotional weight
• Employees who care
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25. Why Caring Matters
• Not just “Do you want fries with that?”
• Employees who care about customer needs
$598.08
140.00 $600.00
130.00 $430.71
120.04 $500.00
$379.54
120.00
$400.00
110.00
100.00 95.21 $300.00
90.00
$200.00
80.00 76.52
$100.00
70.00
60.00 $0.00
Neither Agree Nor Disagree Agree Strongly Agree
Overall Satisfaction
Projected # of Visits per Year ($) Projected Yearly Spend
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26. Basic Human Needs Haven’t Changed
An emotional connection to the brand is only possible
when basic needs are satisfied
SELF-ACTUALIZATION I love this place
ESTEEM I feel important here
SOCIAL A place where I belong
SAFETY I have the support I need
PHYSIOLOGICAL I am compensated for my work
Abraham Maslows Hierarchy of Needs
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27. Everyone is Slightly Different
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28. How to Keep Employees Engaged
Our research consistently demonstrates the importance of:
• Belief in opportunities for
Growth personal and career growth
• Positive relationships with
Relationship coworkers and management
• There is a common belief in
Pride brand and tribal values
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29. Customer Experience
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30. Product Experience
CUSTOMER
EXPERIENCE
Employee
Advocacy
Engagement
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31. The Pharmacy Experience
• Differentiate with the
product set
• Products can deliver a
targeted experience
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32. Listen to Customer Needs
• Emotions are not always logical or linear
I need milk, lipstick,
photos and pain killers…
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33. Building the Right Experience
The Drivers of the Drivers
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34. Experience Creates Perception
• The experience creates
perception
• Use this to your
advantage
• What is “Quality” ?
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35. Prescribe
Communicate The Opportunity
• Show current position through
evolution of stages
Define Success
• Share targets for graduation to the
next stage
Prescribe Action
• Update performance vs. the
benchmark
• Provide behavioral diagnostics
• Incorporate best practice guidance
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36. Building Advocacy
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37. Share the Experience
Customer
Experience
Employee
ADVOCACY
Engagement
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38. Discount Retailers
• Emotion doesn’t mean luxury
• Even discount retailers can drive great advocacy
• Focus on experience, and leverage advocates
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39. Customers Are Talking…
“Found one item for me then when I asked
where shower curtains are - she TOOK me
there and showed them to me.“
“Made sure my glassware was wrapped so
that it wouldn't break. The cashier even put it
in a cardboard box. She didn't have to go to
that trouble.”
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40. …Everybody’s Listening
Social Media Adoption
75%of Facebook users ‘like’
between 2 and 10 brands
Source: Mashable Business
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41. Advocacy NOT Advertising
Paid
Advertising
13.5 X’s higher click rate than Facebook advertising
8.5 X’s higher click rate than Google/Yahoo advertising
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42. Three Pillars of a Brand Promise
Deliver the
best
Experience
BRAND
PROMISE
Word of Corporate
Mouth Culture
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43. We believe that everyone deserves to love
where they work, shop and dine.
Customer Relationship Optimization
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44. Questions?
Download our Free Consumer Insights Study
www.empathica.com/consumer-insights/
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