Consumer expectations are rising. The drumbeat for convenience, relevance and value grows louder month on month. How do you build lasting relationships with fickle customers who believe they are deserving of special treatment and privileges and whose expectations tax the limits of the organizational structures, data and technology available to serve them? Selligent’s Dave Frankland explores this new reality and how to embrace consumer entitlement as an opportunity and not an inconvenience.

1. MARKETING’S BIGGEST CHALLENGE:
THE ENTITLED CONSUMER
Dave Frankland
@dfrankland
Brand Insider Summit
August 17, 2017

3. en·ti·tled
inˈtīdld, enˈtīdld/
adjective
believing oneself to be inherently deserving of privileges or special treatment
THE ENTITLED CONSUMER

4. • 90% of customers expect
real-time customer service
• 78% expect automatic
payments and checkouts
• 79% expect same-day delivery
• 53% expect retailers to learn their
tastes and make suggestions
EXPECTATIONS

5. • 48% expect that there will be a
service that ships products before
they order them
GREAT
EXPECTATIONS

6. ENTITLED CONSUMERS WANT
CONVENIENCE, RELEVANCE, AND VALUE

7. v
THERE NEEDS TO BE A MINDSET SHIFT

9. Consumer-First Marketing inverts the traditional
approach to marketing.
It focuses first on consumers to identify opportunities
for filling an unmet need, entertaining, or solving a
pressing problem.

12. Technology

13. CENTRAL CUSTOMER REPOSITORY / DATA WAREHOUSE
Customer
Data
TRX
Data
Service
Data
Marketing
Data
Contract
Data
Payment
Data
MaFo
Data
External
Data
Web Email Social Media Mobile Beacon Print POS Service Terminal
Customer Touchpoints - DIGITAL Customer Touchpoints - ANALOG

14. Culture

15. Authentication as a service
• Balancing friction with convenience
• Approachable language
• One-click convenience

16. • Automated notification
of lost items
• One-click option to ship
back
• Reminder email follow-
up when no response
• Loyal customer forever

17. NPS SCORE
2 POINTS
CUSTOMER SERVICE CALLS 90%
RETURN RATE 30%
• Pay attention to post
purchase!
• Instruction videos and feature
benefit content automatically
arrives day of delivery

18. • Text notification annoucing driver is on the
way
• Picture of driver and his phone number
• Post-appointment survey to confirm driver
was satisfactory and experience was positive

19. • Curbside pickup
• Consumer allows store to track
location from home to store
• Groceries are brought out to
your car the moment you
arrive

20. • Text Notification to alert you
when it’s time to reorder your
prescriptions
• One-click to renew
• Update text when ready for
pickup

21. • Recognizes itinerary for
interational travel from
credit card purchase
• Automatically updates
card‘s travel notification
• Informs member that they
took care of this for them

22. • JBC leverages
consumer data at
every point of
interaction to deliver
value to their
customers

23. THANKS!
Dave Frankland
@dfrankland
selligent.com | @Selligent