1. MASTER
CLASS
CHICAGO, IL ~ MAY 9 - 10, 2022
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Andy Carpenter
SOLUTIONS ENGINEERING MANAGER
REPUTATION
Customer Experience
Master Class

2. © Reputation. Confidential and Proprietary.
Andy Carpenter
Manager, Solutions Engineering, Reputation
5/9/2022
Optimizing
Customer Experience
Across The
Digital Landscape

3. © Reputation. Confidential and Proprietary.
Who am I?
● Bartender
● Trivia Host
● Millennial
● Technologist

4. © Reputation. Confidential and Proprietary.
Customer
Experience
Forbes describes the customer
experience as the "cumulative impact
of multiple touchpoints" over the
course of a customer's interaction with
an organization.

5. © Reputation. Confidential and Proprietary.
Customer
Experience
Businesses’ goal: Build a strategy
to identify the gap between
the brand promise and
the customer’s actual experience,
then take action to close it

6. © Reputation. Confidential and Proprietary.
Businesses understood the customer experience through surveys.
CX in the old country

7. © Reputation. Confidential and Proprietary.
People don’t want to take them.
Surveys in the new country

8. © Reputation. Confidential and Proprietary.
A quick little personal story

9. © Reputation. Confidential and Proprietary.
Clementine has some leg problems
● Her primary vet gave
me a recommendation
for an orthopaedic
specialist
● Sent me a survey via
email … (I did not take it)

10. © Reputation. Confidential and Proprietary.
Vet 1
● I checked reviews before I
called to make an appointment
● I made the appointment over
the phone
● They gave me a quote of
$4-$4,500 😳
● (They did not send a survey)

11. © Reputation. Confidential and Proprietary.
Time for a second opinion
● I asked neighborhood group for
recommendations on Facebook
● Community gave feedback,
tagged and linked to businesses’
FB pages
● I googled “Orthopaedic
veterinarians”, looked at reviews
● Two were mentioned in both

12. © Reputation. Confidential and Proprietary.
Vet 2
● I checked reviews, called
number on Google listing
● I hit automated machine,
waited 2 minutes for a person
until I hung up
● I called again, same thing
happened. Website
had no chat.
● I post on their FB page, hear nothing back again

13. © Reputation. Confidential and Proprietary.
Vet 3
● I checked reviews, called
number on Google listing
● I successfully got an appointment
scheduled, got a text confirmation
● I used Google chat to
ask a question the day before.
● I took her in; the quote was … $5,500-6,000 😳😳😳
● Afterward, I received a quick survey via text

14. © Reputation. Confidential and Proprietary.
I picked Vet 3!

15. © Reputation. Confidential and Proprietary.
Across the Customer Journey
Feedback is everywhere
Awareness Consideration Purchase Retention Advocacy

16. © Reputation. Confidential and Proprietary.
SOLICITED
UNSOLICITED
PUBLIC PRIVATE
Feedback is everywhere and
Has Many Types

17. © Reputation. Confidential and Proprietary.
SOLICITED
UNSOLICITED
PUBLIC PRIVATE
It’s essential to see
The Complete Picture
Surveys
are not enough

18. © Reputation. Confidential and Proprietary.
SOLICITED
UNSOLICITED
PUBLIC PRIVATE
That analyzes
Its Many Forms
Reviews
Posts
Replies
Complaints
Surveys
Likes
Replies
Complaints
Social
Complaints
Likes
Dislikes
Tweets
E-mail
Direct
Message
Complaints
SMS

19. © Reputation. Confidential and Proprietary.
FEEDBACK
GIVEN
Across the Full Customer Journey
Awareness Consideration Purchase Retention Advocacy
Reviews
Search Results
Reviews
Social
Websites
Reviews
Social
Websites
Reviews
Social
Websites
Social
Websites
Search Results
Social
Reviews
SMS
Message
Social
Reviews
Phone
SMS
Message
Social
Reviews
SMS
Message
Social
Reviews
Surveys
FEEDBACK
USED
That occur

20. © Reputation. Confidential and Proprietary.
● Your customers will tell you how they
feel about the experience
● Make this easy for them to do by
establishing different listening posts
across the customer journey
○ Google
○ Social Media
○ SMS
● Google is now the public forum — make
this a major priority!
● If a customer or prospective customer
tells you something about their
experience, acknowledge the feedback
and do something about it!
○ This builds brand loyalty and
encourages repeat business
● Emphasizing mobile and messaging
meets your customers where they are,
whenever they are
● Analyze the feedback to make business
process improvements
● Leverage automation as much as you
can — AI and Natural Language
Processing can offer huge help
● Tie metrics to business outcomes to
encourage and incentivize your team
Customer Experience Strategy Simplified
Where do you start to strategize?
ACT LEARN
LISTEN

21. © Reputation. Confidential and Proprietary.
1. Listen to customer feedback
wherever your customers
are sharing it

22. © Reputation. Confidential and Proprietary.
FEEDBACK
GIVEN
Across the Full Customer Journey
Awareness Consideration Purchase Retention Advocacy
Reviews
Search Results
Reviews
Social
Websites
Reviews
Social
Websites
Reviews
Social
Websites
Social
Websites
Search Results
Social
Reviews
SMS
Message
Social
Reviews
Phone
SMS
Message
Social
Reviews
SMS
Message
Social
Reviews
Surveys
FEEDBACK
USED
That occur

23. © Reputation. Confidential and Proprietary.
Where do you see missed opportunities?

24. © 2021 by Reputation. Confidential and Proprietary. © Reputation. Confidential and Proprietary.
Getting a Complete Picture
Surveys show what your customers
are willing to say TO you when
asked, but is that enough?
What about all the things they’re
saying ABOUT you to friends and
other potential customers?
6%
Less than
of all customer interactions are
captured by surveys
Solicited Unsolicited
+

25. © Reputation. Confidential and Proprietary.
Importance of Google in
the Customer Journey
92%
Google’s Share of Global Search
(Statista)
1B
Google Maps Monthly Users
(Google Cloud)
88%
will Call or Visit Within 24 hrs.
Based on Search Results
(SEO Tribunal)
65%
of Searches End Without
a Click - One-stop-shop
(SearchEngineLand)
for higher revenue.
For many,
Google is the start of their Customer Journey.
Establishing a robust presence is essential

26. © Reputation. Confidential and Proprietary.
What a Winning Presence Looks Like
Optimized Profile
Essential Data
Basic Profile
Create an engaging experience in Google
Google Business Profiles
RICH CONTENT
FAQ + Q&A
RESPONDING
SUGGESTED EDITS LOCAL POSTS
*Requires our Listings product and/or Managed Business Listings
LOCAL INVENTORY
Brands can see growth
5.2X
Higher Growth Rate in Leads
125%
Increase in Phone Calls from Google
Business Profiles

27. © Reputation. Confidential and Proprietary.
2. Act on that feedback in an easy
way easy for your customers to
engage with

28. © Reputation. Confidential and Proprietary.
Clementine Continued
● I scheduled the surgery with Vet #3
by phone
● When I did so, they mentioned
because of my survey that they
would work with me on the price
○ Knocked off $750
● Texted me when I wasn’t able to
answer a call the day of the surgery
● Texted me to arrange pickup

29. © Reputation. Confidential and Proprietary.
Where do you see missed opportunities?

30. © Reputation. Confidential and Proprietary.
The Great Shift towards Mobile
Your customers prefer SMS
78%
of consumers would
like to communicate
with a business via
text messaging
Leadferno

31. © Reputation. Confidential and Proprietary.
Why do Businesses Need Messaging?
How it works
70%
prefer messaging a
business to get faster
support
Washington Post
2/3
who message a business
expect a response within
just 10 minutes
Hubspot
560B
texts are sent
globally each
month
Statistic Brain
87%
use social media apps to
message with brands, and it
drives purchasing decisions
Mitto Research
E-mail SMS
Open
Rate
20% 98%
Response
Rate
6% 45%
Behaviors have changed Better business results

32. © Reputation. Confidential and Proprietary.
3. Analyze and learn from that
customer feedback to make
business changes

33. © Reputation. Confidential and Proprietary.
Consolidate your Feedback Data
SOCIAL
BLOGS, NEWS, WEBSITES
SURVEYS
BUSINESS LISTINGS
PRESCRIPTIVE
EXPERIENCE
COMPETITIVE
INSIGHTS Next Best Actions
MANAGE LEARN GROW
Feedback data across the customer journey Manage performance of all
feedback, sentiment and visibility
Analysis and prescribed actions Leave no customer
issue unaddressed
THIRD-PARTY DATA
MESSAGING
REVIEWS
INTENT
RESPONSE
RESOLUTION
COACHING
GOAL SETTING
The more together everything is, the easier it is to understand it

34. © Reputation. Confidential and Proprietary.
Leverage AI & Text Analytics
Tools can analyze this feedback and tell you what they are saying

35. © 2021 by Reputation. Confidential and Proprietary. © Reputation. Confidential and Proprietary.
Avoid Skewed Customer Insights
Survey Feedback Alone* All Feedback Combined*
What appear to be the most important business issues when looking at one
feedback source alone, may not actually be when all sources are considered.
Communication
Competence
Cleanliness
Follow-Up
Parking
Billing
Scheduling Appt.
Top Comment Themes with Negative
Sentiment
Communication
Competence
Cleanliness
Follow-Up
Top Comment Themes with Negative Sentiment
*Based on real Reputation data comparing patient feedback from
CAHPS healthcare surveys and feedback from online sources
Some stay the same
Some bubble up
Some fall back
New themes emerge

36. © Reputation. Confidential and Proprietary.
Tie CX Metrics to Business Outcomes
Businesses should tie
action to business
outcomes that matter
● Get buy-in from execs down
through practitioners
● Procure more funding for your
program
● Establish CX mindsets,
competencies and actions

37. © Reputation. Confidential and Proprietary.
● Your customers will tell you how they
feel about the experience
● Make this easy for them to do by
establishing different listening posts
across the customer journey
○ Google
○ Social Media
○ SMS
● Google is now the public forum — make
this a major priority!
● If a customer or prospective customer
tells you something about their
experience, acknowledge the feedback
and do something about it!
○ This builds brand loyalty and
encourages repeat business
● Emphasizing mobile and messaging
meets your customers where they are,
whenever they are
● Analyze the feedback to make business
process improvements
● Leverage automation as much as you
can — AI and Natural Language
Processing can offer huge help
● Tie metrics to business outcomes to
encourage and incentivize your team
If you can do this …
ACT LEARN
LISTEN

38. © Reputation. Confidential and Proprietary.
… your customers will know, and they’ll come back

39. © Reputation. Confidential and Proprietary.
Audience Q&A

40. © Reputation. Confidential and Proprietary.
Thank you!