How to Improve Customer Retention by Building Emotionally Engaging Customer E...Parature, from Microsoft
In a recession customer retention is even more vital than usual. Companies are clamouring to increase revenue and save costs, but how can this be done?
Colin Shaw, International bestselling author and customer experience guru, will demonstrate how you can focus on the areas of a customer experience that provide the greatest value and thus enables organisations to use their resources to the greatest effect. Colin will also introduce the new area of the 'subconscious experience' that drives customer behaviour and how the understanding of this experience can save costs. In one case study of an Insurance company, they reduced the call backs to their call centre from 75% to 6% in three weeks using this new thinking.
During this presentation you'll learn:
:: How to improve customer retention
:: How to focus on the parts of the customer experience that drive the most value
:: How to build an emotionally engaging customer experience
:: The new area of the subconscious experience
:: How to cut costs through this new thinking
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
How to Improve Customer Retention by Building Emotionally Engaging Customer E...Parature, from Microsoft
In a recession customer retention is even more vital than usual. Companies are clamouring to increase revenue and save costs, but how can this be done?
Colin Shaw, International bestselling author and customer experience guru, will demonstrate how you can focus on the areas of a customer experience that provide the greatest value and thus enables organisations to use their resources to the greatest effect. Colin will also introduce the new area of the 'subconscious experience' that drives customer behaviour and how the understanding of this experience can save costs. In one case study of an Insurance company, they reduced the call backs to their call centre from 75% to 6% in three weeks using this new thinking.
During this presentation you'll learn:
:: How to improve customer retention
:: How to focus on the parts of the customer experience that drive the most value
:: How to build an emotionally engaging customer experience
:: The new area of the subconscious experience
:: How to cut costs through this new thinking
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
Brand loyalty management is important given the enormous investments and impact on the bottom line taking into account the fact that generating new brand users costs 6-10 more than keeping existing brand users. In contexts where brands need to be supported heavily by employees / people (service, B2B, ...), big negative impact of employee turnover on customer brand loyalty. Short-term oriented vision hampers development of customer brand loyalty (e.g. focus on sales figures of current quarter).
CAPSTONE is a service framework with elements of cloud based reports that look to combine customer experience/ loyalty research, real time behaviour models to prepare periodic scorecards that drive specific and measurable outcomes around customer engagement initiatives
Capstone helps in 2 ways:
- Capture early signs of adverse experience by capturing change in behavior
- Help diagnose and define corrective action by providing experiential drivers of behavior for a customer
The Secrets to Increasing Customer Retention and RenewalsSocious
Learn how to create a sustainable system for boosting customer retention and renewals.
In this presentation, you’ll learn:
- How to leverage higher engagement
- 6 key elements of B2B customer retention
- Actionable strategies to increase customer retention and renewals
Find out if your business has all of the major symptoms of high customer churn.
Watch the video: http://web.socious.com/secrets-to-increasing-customer-retention-renewals
For an updated version of this presentation: https://www.slideshare.net/clearaction/customer-retention-strategies-125750732
Is customer retention included in your marketing plans and budgets? Many companies are involving customers in 2-way conversation to build relationship strength. Trust is the #1 way to retain customers ... by preventing hassles in policies and processes ... making your company irresistible, for sustained organic growth.
See https://ClearAction.com
Presentation explaining Brand Loyalty and how to maintain it. Also explains the benefits of loyal customers to an organisation and the recent problems they have been facing.
Customer Retention...and strategies that work.MPAY Inc.
By increasing customer retention rates by 5% profits increase by 25-95%. This statistic marks the beginning of establishing customer retention strategies.
Corporate Training : Sales & Customer Relation Mastery seriesAngela Hua Eng Bong
Sales and Customer Relation Mastery training series, covering area of retail sales environment, personalised and long term customer account management, customer relation and experiences.
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
Brand loyalty management is important given the enormous investments and impact on the bottom line taking into account the fact that generating new brand users costs 6-10 more than keeping existing brand users. In contexts where brands need to be supported heavily by employees / people (service, B2B, ...), big negative impact of employee turnover on customer brand loyalty. Short-term oriented vision hampers development of customer brand loyalty (e.g. focus on sales figures of current quarter).
CAPSTONE is a service framework with elements of cloud based reports that look to combine customer experience/ loyalty research, real time behaviour models to prepare periodic scorecards that drive specific and measurable outcomes around customer engagement initiatives
Capstone helps in 2 ways:
- Capture early signs of adverse experience by capturing change in behavior
- Help diagnose and define corrective action by providing experiential drivers of behavior for a customer
The Secrets to Increasing Customer Retention and RenewalsSocious
Learn how to create a sustainable system for boosting customer retention and renewals.
In this presentation, you’ll learn:
- How to leverage higher engagement
- 6 key elements of B2B customer retention
- Actionable strategies to increase customer retention and renewals
Find out if your business has all of the major symptoms of high customer churn.
Watch the video: http://web.socious.com/secrets-to-increasing-customer-retention-renewals
For an updated version of this presentation: https://www.slideshare.net/clearaction/customer-retention-strategies-125750732
Is customer retention included in your marketing plans and budgets? Many companies are involving customers in 2-way conversation to build relationship strength. Trust is the #1 way to retain customers ... by preventing hassles in policies and processes ... making your company irresistible, for sustained organic growth.
See https://ClearAction.com
Presentation explaining Brand Loyalty and how to maintain it. Also explains the benefits of loyal customers to an organisation and the recent problems they have been facing.
Customer Retention...and strategies that work.MPAY Inc.
By increasing customer retention rates by 5% profits increase by 25-95%. This statistic marks the beginning of establishing customer retention strategies.
Corporate Training : Sales & Customer Relation Mastery seriesAngela Hua Eng Bong
Sales and Customer Relation Mastery training series, covering area of retail sales environment, personalised and long term customer account management, customer relation and experiences.
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
Identifying causes of customer risk and churn, and then applying approaches for prospective winback, are tremendously important to any company. The content of this presentation enables organizations to optimize customer loyalty behavior
Multi-day strategic customer life cycle workshop, focusing on risk, churn, and winback. Features both individual and team case studies, in banking and telecom
Making sure you staff efficiently is critical. In this e-book, we give you a way of thinking that will help you figure out how many customer success managers you should have for each customer.
This presentation details the linkage and behavioral impact of employee commitment to the enteprise, to the company\'s product and service value proposition, and to customers. It also points out key differences between employee ambassadorship (advocacy) and employee engagement, which has less customer focus.
Winback and Acquisition Strategies in Customer Relationship ManagementSanath Dasanayaka
Customer Winback and Acquisition Strategies play a key role in the success of any organization. Basically, winning back lost customers is a hard task in which an organization should be successful. here it is expected to discuss several strategies that can be utilized in customer winning back. Those strategies will be very significant for any business organization in any field.
Use this eBook to help your customer success team better harness the power of customer engagement marketing to increase your renewal rate. In the presentation we define customer engagement marketing and lay out the steps you should take to implement an effective strategy.
In this e-book, you'll find tips for hiring the right people into your customer success organization, including the traits your customer success managers should have, interview questions to help you test for those traits, and a sample job posting.
Traditional randomized experiments allow us to determine the overall causal impact of a treatment program (e.g. marketing, medical, social, education, political). Uplift modeling (also known as true lift, net lift, incremental lift) takes a further step to identify individuals who are truly positively influenced by a treatment through data mining / machine learning. This technique allows us to identify the “persuadables” and thus optimize target selection in order to maximize treatment benefits. This important subfield of data mining/data science/business analytics has gained significant attention in areas such as personalized marketing, personalized medicine, and political election with plenty of publications and presentations appeared in recent years from both industry practitioners and academics.
In this workshop, I will introduce the concept of Uplift, review existing methods, contrast with the traditional approach, and introduce a new method that can be implemented with standard software. A method and metrics for model assessment will be recommended. Our discussion will include new approaches to handling a general situation where only observational data are available, i.e. without randomized experiments, using techniques from causal inference. Additionally, an integrated modeling approach for uplift and direct response (where it can be identified who actually responded, e.g., click-through or coupon scanning) will be discussed. Last but not least, extension to the multiple treatment situation with solutions to optimizing treatments at the individual level will also be discussed. While the talk is geared towards marketing applications (“personalized marketing”), the same methodologies can be readily applied in other fields such as insurance, medicine, education, political, and social programs. Examples from the retail and non-profit industries will be used to illustrate the methodologies.
The 7 Causes Customer Churn and How to Prevent ItOpsPanda
Customer churn is problematic for most every company. Even if your churn rate is below 1% each month it's still taking a very significant chunk out of your revenues. Customer success teams can use this presentation to get their arms around what causes churn and what they can do to prevent it.
From customer on-boarding to customer marketing, from overselling to customer service there are many customer touch-points that can trigger the experience and emotions that lead to churn. Use this presentation to develop a strategy that segments the customer lifecycle and the typical causes of churn. Then consider the recommended tactics that can help you drive down your customer churn rate.
Justifying the Investment for Customer Success TechnologyTotango
Traditionally, CRM systems were designed around sales and service. In the new realities of recurring revenue business models, in which customer value spans beyond a one-time sale, enterprises are now faced with challenges of retention, upsell and optimizing the entire revenue cycle.
In this webinar, Guest Speaker Kate Leggett, VP, Principal Analyst from Forrester Research and Guy Nirpaz, Totango Co-Founder & CEO and the author of “Farm Don’t Hunt - The Definitive Guide to Customer Success” discuss:
- A reality in which CRM systems need to span beyond sales and service in the subscription economy
- The emergence of Customer Success Technology that allows companies to focus on customers
- Ways to optimize the entire revenue cycle Customer Success, as a model and methodology, represents an opportunity for enterprises to break down the silos of customer data and business processes.
Learn how this will lead to operational improvements around customer centricity and growing recurring revenue.
Targeting the most desirable new customers is often missed in favor of throwing a non-selective, broad net. This brief presentation suggests approaches for acquiring the best prospective customers
The Challenger ™ Sale – How to take control of the sales processDennis Stoutjesdijk
The Challenger ™ Sale – How to take control of the sales process - CEB
The classic relationship building approach to solution selling has become obsolete. To be successful today, sales reps need to provide valuable new insights to their customers and they must challenge them with new perspectives. CEB’s Challenger Sale approach shows you how to open up new opportunities, create organisational capability and successfully take control of the sales process with the right stakeholders.
Driving Lifelong Customer Devotion With Loyalty Campaigns ConfirmationTrustpilot
The best customers are loyal, repeat purchasers who come back to your business again and again for services and products they feel they can rely on. Generating a lifetime of value out of a customer drives down costs while increasing returns and paves the way for word-of-mouth referrals. Do you know how to create and capitalize on customer loyalty?
In this compelling webinar from Wpromote’s Michael Mothner and Trustpilot’s Jordan Garner, you’ll learn how to increase customer lifetime value (LTV) while lowering the time to second purchase. Uncover the true value of your customer by tracking loyalty KPIs rather than relying solely on ROI and 1st time conversions as the metrics for success.
Actionable tips and strategies on how to design your loyalty campaigns, including:
-Successfully Requesting On-Site Reviews
-Maintaining A Positive Brand Perception
-Moving Repeat Customers Through The Funnel
-Creating Brand Loyalty Through Engagement
Leveraging the modern purchasing funnel is one of the most powerful ways of maximising business ROI from your brand and marketing spend. Do you really know what the purchasing funnel is for your category, how you are performing against your competitors, where the holes are in your funnel, and how many customers you are really losing?
Verde is a market research consultancy that has been in the industry for over 17 years, with strong experience in numerous therapeutic areas and a client base that includes numerous global pharma clients. Clients hire Verde to solve for specific business issues: Increasing market share, gaining insights into the marketplace for product launch, sales force effectiveness, etc. Our methodologies provide clients with a holistic and granular view of the relationships customer facing employees (reps, reimbursement specialists, etc.) have with key stakeholders, but also an understanding of competitors’ relationships with those same stakeholders so that competitive advantages can be realized.
www.verdegroup.com
Building a "maniacal" customer-centric cultureGenpact Ltd
Client centricity is a stated core value of all enterprises. However, few organizations scientifically build processes to measure it, use it to direct incentives and rewards, and most importantly, leverage it to shape company culture. I call those that do so “maniacally client focused organizations.” The impact of such an approach is sustainable growth driven by stronger client penetration, a state in which client recommendations expand the frontline’s reach and effectiveness, and a more engaged and stable workforce.
Demonstration and validation of social media's impact on brand sales and performance and the wealth of insights derived from that. Why social media reflects the "customer experience" and why companies need to understand it and culitvate this experience.
Talk Given At ICSA National Conference in Atlanta 2010: The challenge of providing world-class levels of customer service through a service business located in multiple states, with diverse employees, in a variety of industries and markets.
BrandsLab Market Intelligence Session 1 | Is your Reputation oin the Line?Ebiquity-NA
A brand's reputation can affect their business' bottom line as brand look to engage with increasingly informed and conscientious consumers. In return, we'll delve into the importance of research when it comes to your reputation, tools you need to use, and case studies that prove sucess.
Brand loyalty is a certain way of feeling about a brand, and the relational commitment those feelings produce. Read this guide to help you understand and increase your brand loyalty.
Marketing Communications Audit - Template by Brand AuditorDaniel Diosi
Identify the strengths and weaknesses of your brand marketing communications, benchmarking your performance with the industry average.
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience and improve your marketing effectiveness overall.
This audit is suitable for:
- Startups, before finding investors
- Startups, before launching marketing campaigns
- Small companies
- E-commerce websites
- Medium-sized enterprises
- One-person businesses
The 19-page audit covers the following sections:
- Brand personality
- Multi-channel content
- Public relations
- Advertising
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.
Each section includes the following insights:
- Ratings from expert auditors
- Results of in-market customer perceptions survey
- Strengths and weaknesses between you and industry average
- Feedback from in-market customers
- Brief suggestions from expert auditors
Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.
Visit www.brandauditor.me for more information
Market probe pre customers and former customers white paperMichael Lowenstein
Enterprise preoccupation with generating prospects (sometimes at the expense of cultivating existing customers) and neglect of potentially profitable former customers
Employee ambassadorship, or advocacy, goes beyond engagement to determine level of commitment to enterprise, value of products and services, and customers
There is a powerful, and actively monetizing, link between employee attitudes and behavior (on behalf of the enterprise, its product and service value proposition, and its customers) and customer behavior. This white paper discusses approaches for identifying key linkage factors and how organiztions can apply them.
Harris Interactive Src Making Loyalty Measurement RealMichael Lowenstein
Over the past 30 years, customer loyalty measurment has progressed beyond satisfaction, performance, and loyalty to the monetizing impact of customer bonding and advocacy.
Many companies have determined that identifying perceptual gaps between customers\' evaluations of products and services and what employees think customers will say enables: targeted training and communication, employee involvement, incentive opportunities. Leading companies have made \'mirroring\' part of their DNA.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Organizational Change Leadership Agile Tour Geneve 2024
Market probe barcelona presentation
1. Revisiting the Focus of Customer
Research:
Linking Customer Behavior and
Brand Perception with Business
Outcomes
Presented by
Michael W. Lowenstein, Ph.D., CMC
Executive Vice President
Market Probe
2. About the Presenter
• Executive Vice President of Market Probe
• Over 35 years management and consulting experience;
passionate about stakeholder behavior measurement
• M.B.A. in marketing, organizational management
• B.S. degree in economics and marketing
• Ph.D. in strategy, program development, and program
management
• Author of 150+ articles and white papers, and several
customer-centric marketing books, including –
– Customer Retention (1995); The Customer Loyalty
Pyramid (1997); Customer WinBack (2001), One
Customer, Divisible (2005), and…
– The Customer Advocate and the Customer Saboteur
(2011): Linking Social Word-of-Mouth, Brand Impression,
and Stakeholder Behavior
2
3. Market Probe: A Global Research Partner
Toronto
Chicago
Milwaukee
St. Louis
New York Metro
Portland
UK Belgium
Dubai
Bangalore
Mumbai
New Delhi
Beijing
SingaporeSingapore
Beijing
Hong Kong
Market Probe is a global market research group with offices in nine countries
across North America, Asia, the Middle East and Europe; partners in Russia,
Poland, Saudi Arabia and Latin America
Over 300 full-time global staff
In-house support for global field services with ability to connect with hard to
reach decision-makers, innovative ideas, technology platforms and marketing
analytics to develop insights
3
4. Expertise in Stakeholder Research
27 Years of Specialization in Customer Experience
Management
Quality; Satisfaction; Value; Loyalty; NPS;
Advocacy, Brand Passion
Diverse Industry Engagements
Research and Development Orientation
Corporate Commitment to Building “Knowledge”
and Actionability
Proprietary Models (Advocacy; Loyalty, Brand
Passion) for Strategic Applications
Published Books and Papers on Customer
Satisfaction and Loyalty (www.asq.org)
Won Several Best Paper Awards at Global Research
and Industry Forums
4
6. Strong emotional connections with your brand or
business
Strong supporters of your brand in their online and
offline communications
Customers who have -
Customers who are -
AND
6
7. They are your best customers
They are loyal, buy more products from you or
exclusively use your brand
They are your unpaid sales force
They are the strongest promoters of your brand
They respond to your marketing efforts
7
8. • Grow Revenue
• Position Brand
• Increase Share
• Decrease Risk
The Impact of Customer Influence has Pushed the
Strategic Relevance of Advocacy
Assessing customer relationship has its genesis in quality assessment. Realization
that quality alone does not generate a satisfied customer.
Satisfaction gets to some of the intangible dimensions of the relationship, but is a
passive measure and does not explain nor predict retention.
Embrace customer retention to the framework, but it does not
capture the influence customers have on “other” customers and
partners.
Advocacy captures the influence the
customer and partner base have, in addition
to measures below.
80s:
Quality
90s:
Satisfaction
Late 90s:
Loyalty
Current:
Advocacy
8
9. What is the return on
customer investment?
Where is the brand’s
competitive advantage
based on enhanced
customer experiences?
Are we measuring the
right customer attitudes
and behaviors?
Can the metrics help us
make key decisions and
allocate resources for our
business?
Accountability
Relevancy
Most customer satisfaction research programs today come under two
types of pressures:
Accountability and Relevancy
9
10. The Role of Customer Advocacy
In marketing and services decision-making guidance and ‘how-to’
action, including…
Marketing and Communications Planning and
Engagement Media Effectiveness
Customer Service/Touchpoint/Process Experience
Effect
Company Image and Reputation Impact
Product and Service Development
Customer Relationship Building
Brand Messaging and Positioning Assessment
Loyalty Program Development/Refinement
Customer Life Cycle Optimization
10
11. Understanding Customer Advocacy
The concept of customer advocacy is used to mean different , but related, behaviors to different
organizations. Market Probe is the first research company to operationalize the Advocacy construct
and test it globally for advancing customer satisfaction research. Our Advocacy Framework
segmentation and analysis offers:
The best understanding of customer loyalty behavior for your brand or business
Strategic segmentation of your customer base to focus on your best customers and reduce
the damage to your brand from your Alienated customers
The most direct linkage to business performance, and improvement opportunities
Also, it is critical to note that:
Advocacy is NOT Recommendation
Advocacy is NOT Loyalty
Advocacy is NOT Word-of-Mouth
Advocacy is NOT Referral
Advocacy is NOT Promotion
Advocacy Is Much More!
11
12. How Is Customer Advocacy Measured?
Market Probe is the first customer research organization to operationalize
Advocacy behavior in customer satisfaction research. Multiple questions are asked in a
customer feedback survey and customer responses to these scaled items are used to
classify them into four Advocacy groups and set the basis for in-depth analytical
insights. A full scale Advocacy battery includes:
Customer favorability of brand
Future consideration
Intensity of brand support
Use of online and offline
social networks
Positive and negative buzz
Distribution of most recent
purchases
12
13. Positive and Negative Things Said
Past Six Months
Total
Software
Positive Said 5.7 6.4 5.2 4.4
Negative Said 4.3 4.5 2.9 3.2
Total
Software
Positive Said 8.2 10.6 6.7 8.7
Negative Said 0 0 0 0
An advocating customer speaks positively about their experience
and perception of the brand.
Advocates
Total Population
13
14. Customer Advocacy as a
Segmentation Device, a Key
Performance Metric,
and Organizational
Management Model
14
15. What is an Advocacy Classification?
Based on the level of customer involvement in your brand, as
identified in Market Probe’s advocacy framework, your customers
can be segmented into four behaviorally distinct groups:
Advocate Strong customer
involvement
Highest levels of favorability and future
consideration, creates positive buzz for
the brand
Allegiant Moderate customer
involvement
Reasonable levels of favorability, future
consideration and brand support
Ambivalent Weak customer
involvement
Below average levels of brand favorability
and future consideration and weak brand
support
Alienated Weak to negative
customer involvement
Low brand favorability; prefer competitive
options and creates negative buzz for the
brand
15
16. 16
Most satisfaction research deals with customer retention and ignores share
of wallet, risk, and new client acquisition in their linkage research.
Advocacy impacts all of these.
0%
15%
30%
45%
60%
25%
12%
10%
13%
27%
37%
35%
40%
46%
33%
50%
59%
2.5%
3.7%
5.4%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
0%
15%
30%
45%
60%
AdvocateAlienated
Share of Wallet Customer Retention New Client Growth
Bank A Bank B Bank C
17. Impact of Advocacy Improvement Through Service
Quality: Case Study of a B2B Client
30%
40%
50%
60%
70%
5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Percentage of Advocates
Share of
Wallet
Retention
ShareofWallet/Retention
Current ABC Bank
Performance (22%)
Achievable Target Over
Next 3 yrs (28%)
17
18. What is Market Probe’s Advocacy Ladder?
The Advocacy Ladder is a pictorial representation of a company’s customer base into
Advocacy segments.
Advocate
Allegiant
Ambivalent
Alienated
The best customers of your
brand. You need to engage
them.
Implement customer
experience improvements to
move them to Advocates.
Implement customer
experience improvements to
move them up the Advocacy
Ladder.
Implement customer
experience improvements to
reduce the Alienated group.
Move up the
Advocacy Ladder Project Deliverables of
Advocacy Analysis
and Modeling
18
19. 10%
14%
17%
15%
22%
5%
1%
6%
12%
Staff always takes
the time to talk with me
I have an open and
honest relationship with the
people at my bank
Staff proactively suggests products
and strategies that will help me
Staff suggests only those
products that are best for me
Staff follows up with
information as needed
Staff delivers service
in a timely manner
Staff are trained to offer
reliable services
Staff appears competent
and knowledgeable
Staff makes me feel like
a valued customer
24%
21%
14%
1%
Alienated Advocate
Critical to Reducing Alienated Critical to Building Advocates
13%
13%
9%
6%
1%
Advocacy Driver Analysis
Swing up and swing down analysis identifies the performance attributes that will
drive customers from Alienated to Ambivalent, Ambivalent to Allegiant, Allegiant to
Advocate.
Analysis repeated for
brand, product and
key touch point
attributes for input
into an overall
improvement action
plan.
Quality of Staff Services
19
21. Advocacy Segmentation: Profile of Attitudes
(Top Two Box Ratings)
Critical Attribute
(Scale: 1 – 10; 9 and 10 Are Top Boxes)
Advocate Allegiant Ambivalent Alienated
Brand
Has earned my trust and confidence 81 28 6 2
It is a pleasure to do business with them 78 22 5 1
The bank is definitely for people like me 79 26 7 2
Staff
Staff makes me feel like a valued customer 75 22 8 2
Staff are trained to offer reliable services 71 20 7 3
Staff follows up with information as needed 71 18 5 2
Value Proposition
Breadth of checking and savings accounts offered 62 13 4 1
Variety of cards with different features suitable to you 53 11 4 1
Communication of different products and their features 60 13 3 1
21
23. Price is the most frequently
stated reason for defection.
Changes in business focus also fuel
discontinuation.
Though content is also mentioned, a
closer look at the verbatim
comments indicate that most often
a business focus change rendered
the content less meaningful, rather
than a dissatisfaction with the
content itself.
Reasons for Defection
23
24. 3%
10%
5%
6%
3%
36%
2%
1%
4%
6%
2%
1%
6%
15%
3%
1%
18%
2%
2%
2%
19%
2%
1%
4%
23%
2%
18%
2%
Customer service
Timeliness of information
Usefulness of product delivery method
Product quality
Information content’s relevance to your needs
Competitiveness of pricing
Billing accuracy
Timeliness of problem resolution
Licensing requirements
Ease of doing business
Reputation
Market Leadership
Understanding of your data/information needs
Customer focus
Building Customer Advocacy and
Reducing Alienation
24
25. Concluding Advocacy Value Message
“The benefits of building advocacy can’t be ignored. Satisfaction and
loyalty are important, but they’re old news. It’s a new dawn in
customer experience strategy, where the customer controls over 50
percent of the brand message. Forward thinking companies will be
the ones that identify and work with their customer advocates to
genuinely build trust in the brand, the customer base, and the
bottom line.”
Cultivating Customer Advocates: More Than
Satisfaction and Loyalty
2011 Peppers & Rogers Group White Paper
25
27. Passion is Not Just a Consumer or
Regional Phenomenon
“B2B isn't as rational as you'd think. Research in
eight European countries found that B2B customer
needs were both functional and emotional.”
Michael Dent, General Manager, Marketing DHL Express (UK)
Passion (Emotion, Harmony, Attachment) is created by brands
In all industries, geographies and buying sectors.
27
28. 0% 5% 10% 15% 20%
Reduces security risks
Ensures my
personal success
Invests in the future
to be a leader
Preferred for organizations
like mine
Price/cost fair
relative value
Company I trust
Reliable support/
customer care
Clear technology
roadmap
Drivers of Passion for HP
28
37. Market Probe is in the early stages of analyzing key linkages between Customer Advocacy
and Brand Passion, and unlocking the drivers and business results when a customer is both
Excited about a brand as well as an Advocate. This research is unique to, and original
with, Market Probe. Per the previous several graphics, results identified thusfar are
extremely powerful from business outcomes, marketing, branding, and communications
perspectives.
We anticipate that, going forward, similar results for linkage analyses will be realized in ways
similar to those we have experienced in B2B and B2C Brand Passion and Customer Advocacy
studies conducted around the world.
Detailed linkage results will shortly be published, and presented at major conferences in
U.S., Canada, EMEA, and Asia.
37
New Analytical Investigation
38. To learn more - -
• About Market Probe’s work –
– Check out the book: The Customer Advocate and
the Customer Saboteur
– You can find the book on ASQ’s Store, at
www.qualitypress.org – item H1410
– Look for 2010/2011 advocacy articles on
CustomerThink (www.customerthink.com)
• Or connect via -
– T: 414-530-5422
– m.lowenstein@marketprobe.com
– www.marketprobe.com
• About the topic through ASQ –
– Search ASQ’s Knowledge Center
@ http://asq.org/knowledge-center/
Thank you!