The document outlines the schedule and content for a marketing module focusing on customer experience. It includes exercises on best and worst customer experiences, mapping customer touchpoints and failpoints, and presentations on acquisition and lifetime customer value. Key topics covered are defining customer experience, measuring customer satisfaction, importance of customer experience, and case studies on companies like Twitter, 1800flowers, Zappos and Comcast.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Whole Brain Products For a Whole Brain WorldDigital SCRM
Theories of creativity - Mini Lecture
Theories of Creativity and the Creative Problem Solving Process Whole brain model Walla’s model of the creative process Divergent and convergent thinking Conditions of creative thinking Theories of creative problem solving
Whole Brain Model
One researcher’s theory maintains that the source of all ideas is human experience and understanding (Locke). Ideas spring from knowledge which is derived from observation of the external world and from awareness of our own internal understanding/interpretation of these observations (Proctor). Where does this occur in the most incredible information processor of them all, our brains!
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
My Hearing Centers - Overcoming Consumer Inertia.Bill Barrick
This engagement was by Synergy Direct Response on behalf of their client My Hearing Centers. The assignment was to determine why Synergy's direct marketing response rates were only 0.10%, far lower than category average response rates. Market research revealed several underling issues which were addressed with recommendations for improvement, including positioning, product mix, geographic retail locations. Also included are target audience analysis and segmentation, key messaging, market trends and media consumption habits of target audience.
Foredragsholder er Bo Sannung, Head of Center of Excellence, Customer Intellegence i SAS Institute: Marketing Treatment Strategy handler om hvordan man gir hver enkelt kundesegment spesifikke tilbud for å optimalisere kundeverdien.
Hvordan individualisere håndteringen av kunder og samtidig optimalisere kundeverdien? Gjennom eksempler vil du få innsikt i Marketing Treatment Strategies - både den analytiske delen med kundeinnsikt, segmentering og prediksjon, men også hvordan omsette innsikten i praksis. Under innlegget vil du få praktiske råd og verktøy. I tillegg vil Sannung også dele trender og tendenser fra DMA 2012 konferansen.
http://www.dma12.org
Bo Sannung er Nordisk direktør for Customer Intelligence i SAS Institute. Bo Sannung har bakgrunn fra byråbransjen og store nordiske selskaper innenfor salg, marked, CRM og analyse. Sannung underviser også på Copenhagen Business School og CRM Akademiet.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
"I wish this book and Venture for America had existed when I graduated from college and wanted to make the world a better place but didn't know where to turn. Smart People Should Build Things details how we can channel our top graduates into impactful entrepreneurial opportunities while addressing our economy's biggest problems."
-Dave Gilboa, cofounder and co-CEO of Warby Parker
Pecha Kucha presentations burst onto the scene in 2003 and have since been adopted and adapted by a wide audience, from the creative industries to the business world and of course, education. Having observed the use of Pecha Kucha in a number of different educational contexts, this practical session examines why the format continues to have relevance for us, and what role it can play in different learning and teaching environments.
This presentation shares a basic Pecha Kucha 'toolkit', structures to explore with your students and teachers, and some ideas you can try tomorrow in your class spaces and staff development.
Whole Brain Products For a Whole Brain WorldDigital SCRM
Theories of creativity - Mini Lecture
Theories of Creativity and the Creative Problem Solving Process Whole brain model Walla’s model of the creative process Divergent and convergent thinking Conditions of creative thinking Theories of creative problem solving
Whole Brain Model
One researcher’s theory maintains that the source of all ideas is human experience and understanding (Locke). Ideas spring from knowledge which is derived from observation of the external world and from awareness of our own internal understanding/interpretation of these observations (Proctor). Where does this occur in the most incredible information processor of them all, our brains!
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
My Hearing Centers - Overcoming Consumer Inertia.Bill Barrick
This engagement was by Synergy Direct Response on behalf of their client My Hearing Centers. The assignment was to determine why Synergy's direct marketing response rates were only 0.10%, far lower than category average response rates. Market research revealed several underling issues which were addressed with recommendations for improvement, including positioning, product mix, geographic retail locations. Also included are target audience analysis and segmentation, key messaging, market trends and media consumption habits of target audience.
Foredragsholder er Bo Sannung, Head of Center of Excellence, Customer Intellegence i SAS Institute: Marketing Treatment Strategy handler om hvordan man gir hver enkelt kundesegment spesifikke tilbud for å optimalisere kundeverdien.
Hvordan individualisere håndteringen av kunder og samtidig optimalisere kundeverdien? Gjennom eksempler vil du få innsikt i Marketing Treatment Strategies - både den analytiske delen med kundeinnsikt, segmentering og prediksjon, men også hvordan omsette innsikten i praksis. Under innlegget vil du få praktiske råd og verktøy. I tillegg vil Sannung også dele trender og tendenser fra DMA 2012 konferansen.
http://www.dma12.org
Bo Sannung er Nordisk direktør for Customer Intelligence i SAS Institute. Bo Sannung har bakgrunn fra byråbransjen og store nordiske selskaper innenfor salg, marked, CRM og analyse. Sannung underviser også på Copenhagen Business School og CRM Akademiet.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
"I wish this book and Venture for America had existed when I graduated from college and wanted to make the world a better place but didn't know where to turn. Smart People Should Build Things details how we can channel our top graduates into impactful entrepreneurial opportunities while addressing our economy's biggest problems."
-Dave Gilboa, cofounder and co-CEO of Warby Parker
Pecha Kucha presentations burst onto the scene in 2003 and have since been adopted and adapted by a wide audience, from the creative industries to the business world and of course, education. Having observed the use of Pecha Kucha in a number of different educational contexts, this practical session examines why the format continues to have relevance for us, and what role it can play in different learning and teaching environments.
This presentation shares a basic Pecha Kucha 'toolkit', structures to explore with your students and teachers, and some ideas you can try tomorrow in your class spaces and staff development.
Some describe it as making things enjoyable and easy to use. Others describe it as all of the elements that impact one’s perception of a product or system. From information architecture, to user research, to user testing, this presentation is about what UX is and why it should be an integral part of every website or application project.
Does the fear of public speaking keep you up all night? Well, you don't need to suffer any longer.
This presentation will give you the confidence and tips you need to become a better speaker and transform yourself in a 'Steve Jobs' style master.
I've collected all the tips and tricks I've picked up on my speaking travels and also from watching my clients speak at conferences.
If you like this presentation please give it a tweet, like or share. Thank you.
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation? VIVALDI
With incredibly high expectations for brands, Gen-Z is a generation of competitive “aspirationalists.” We’ve identified 5 key Gen-Z insights that will help your brand unlock growth opportunities, they revolve around the following values: Access Over Ownership, Hyper-Personalization, Anchored In Ethics, Seamless Experiences and Capturing Attention.
Listening to customers has always been at the core of successful businesses…but Today listening at scale across the social Web provides opportunities to move beyond simply understanding…it also poses some significant challenges. Listening across the social Web can serve to inform and engage your business in new ways to create and nurture new, or further strengthen existing, customer relationships
Social Media is Changing the World! Will You Get Onboard on Have Regrets?Francine Allaire
Fundamentally social media is changing the way your company will do business now and in the future with its customers, its partners and even its employees. As a business leader it’s important that you understand and keep abreast of the business innovations and the trends that are shaping the marketplace, specifically those that are affecting your company so that you can provide thought leadership and innovation, whenever appropriate, in your respective role and function in light of those changes.
Silverpop: Taking Loyalty Beyond the DiscountSilverpop
The term "loyalty" means different things to different digital marketers. Many small- to medium-sized businesses have implemented punch card programs to encourage repeat business and reward frequent customers, while failing to capture important customer information in a meaningful and trackable way. Some large companies spend millions of dollars on loyalty programs that drive sales and customer satisfaction, but sometimes also create discount-happy customers.
In this Webinar, Silverpop's Dave Walters will offer his advice on shifting the current thinking around these types of programs to focus on what he calls "experience-based loyalty" -- focusing on identifying user actions that indicate a deep affinity for your brand and the kinds of experiences that will amaze your customers, rather than simply handing out discounts and coupons.
Oana Sav presented the consumption chain analysis as introduced by Rita McGrath and Ian MacMillan, could be a great instrument for marketers to plan their customer experiences initiatives that could help their organizations differentiate from competitors.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Joydeep Chakraborty, the founding director of TechZen Consulting Services, delivered a lecture on “Client Orientation and Focus” for the MCA 2nd year classes. It was organized on 18th Jan, by JIMS at their campus in rohini, delhi.
Here's my collection of Marketing & Product Management best practices, appropriate to B2B tech companies. Would love to hear from comments and suggested improvements and additions!
How Dell is Using Social Media to Deepen Relationships and Build TrustDell Social Media
Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age. Learn more about Dell Social Media here: http://dell.to/11DoZIp
7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalieDr. Natalie Petouhoff
Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is.
In my consulting with companies over the past 12 years in digital and social media, I found that there isn't much structure around how to approach social media - not enough information on how to do more of the right things, benchmark where the company is and figure out -- from best practices -- what those next steps are...
This presentation looks at 7 Steps to FastTrack Your Social Media and Digital Communication Programs. It's what I use not only in my consulting but also what I teach at The Summer Institute for Center for Media, Entertainment and Sports at UCLA Anderson as well as at UCLA Extension.
I think you find some great practical and strategic tips that will get your further along in your initiatives so you can justify your program and get the budget you need and the resources! Social Media is not free. It does have a very high ROI... but you have to know how to use it to get the ROI...
Similar to Venture For America Customer Experience (20)
7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie
Venture For America Customer Experience
1. Venture for America
Marketing Module
Lewis Goldman
New Media Consulting, LLC
July 2, 2012
2. Marketing Module Schedule
11:30 – Outline of the day, Customer Experience
12:15 – First Exercise – Best and Worst companies
12:45 – Working lunch – Exercise 2 – Customer
touchpoints/failpoints
1:45 – Presentations – Customer touchpoints/failpoints
2:45 – Listen to the Customer
3:30 – Break, Survey Monkey
3:45 – Results from Survey
4:00 – Customer Acquisition and Lifetime Value
5:00 – Acquisition Exercise
5:30 – Presentations – Acquisitions and LTV
7/2/2012 2
3. Customer Experience - Outline
• What is Customer Experience?
• How do you measure customer satisfaction?
• Why is it important?
• Case Studies – Twitter and
1800flowers.com, Zappos, Comcast
• Jiu Jitsu and its limitations – Tylenol case study
• Customer touchpoints and failpoints
• Questions
• Workshop
7/2/2012 3
4. What is Customer Experience
Customer experience* (CX) is the sum of all
experiences a customer has with a supplier of
goods or services, over the duration of their
relationship with that supplier. From
awareness, discovery, attraction, interaction, pur
chase, use, cultivation and advocacy. It can also
be used to mean an individual experience over
one transaction; the distinction is usually clear
in context. * Wikipedia definition
7/2/2012 4
5. How do you measure customer
satisfaction?
7/2/2012 5
6. How do you measure customer
satisfaction?
• Customer Behavior – do they come back?
• Customer Comments – private and public
• Advocacy – Referrals
• Customer satisfaction metrics
– Satisfaction Level
– Net Promoter Score – 10 Point scale, how likely are you to refer the product or service to a
friend, Score of 9 or 10 are advocates, 1-6 are detractors. NPS is the difference between the
two.
• Engagement (sometimes)
– Likes, people talking specifically about your product or service (Facebook)
– Twitter Followers
– Pinterest
– YouTube Channel subscribers
– LinkedIn company followers
– Newsletter subscribers
– Blog readers
– Repeat visitors
7/2/2012 6
7. Why is Customer Satisfaction
Important?
• Colgate-Palmolive – New Assistant Product Managers
and the decline of Fab, Dynamo, Ajax
• Impact on enterprise value*:
– Brands with great customer experiences command a 7 to
19% premium vs. competitors.
– Portfolio of publically traded companies with top customer
satisfaction scores outperformed all major stock indexes by
at least 2X over the last 3 years.
– 82% of people globally are more likely to recommend
brands with outstanding customer experiences.
• Top 5 – Google, Amazon, Ikea, McDonalds, Apple
• Business impact in the age of social media
* 2011 Global Brand Simplicity Index – Siegal+Gale
7/2/2012 7
8. Case Study – Twitter, 1800flowers.com vs.
FTD.com, post Mother’s Day
9. Case Study - Zappos
"We actually take a lot of the money that we would have normally spent on
paid advertising and put it back into customer experience," says Tony
Hsieh, Zappos' CEO. "We've always stuck with customer service, even when it
was not a sexy thing to do.
• 75% of Zappos sales from
repeat customers
• Repeat customers ordered
2.5X vs. new customers in
the 12 months following a
purchase
• Returning customers spend
26% more than first-time
customers
7/2/2012 9
11. Case Study:
Jiu Jitsu and Tylenol
• Jiu Jitsu – Turning around a negative customer experience into a positive
one and as a result creating advocacy.
• Tylenol Case Study
– October 1982, 7 people in Chicago died after taking extra-strength Tylenol
capsules. Someone put cyanide into Tylenol capsules, then put the capsules in
bottles on the shelf of drug stores.
– At the time, Tylenol was the leading painkiller, with 37% of the market. After
the poisoning, their market share dropped to 7%
– Tylenol reacted by pulling all product off the shelf nationwide, being
transparent with the media, and creating new, triple sealed packaging which is
now standard for virtually all OTC pills.
– Within 5 months of launching the new tamper resistant product, Tylenol’s
share was back up to 30%, and the episode is considered the most effective
crisis management case study in history and created the roadmap for handling
future crisis.
7/2/2012 11
12. Customer Experience Touchpoints
(Failpoints)
• Setting expectations - Awareness
– Brand/Product perception pre-launch – e.g. John Carter, The Avengers, the Blackberry
Playbook and no email
– Advertising
– Word of mouth/Advocacy
• Retail interaction - Consideration
– Physical
– Virtual
• Purchase
– Delivery
– Ease of set up/use
– Quality versus expectations – Value
• Post Purchase Support
– Customer Service support
• Advocacy (or not)
– Social Media
– Loyalty/Retention programs
7/2/2012 12
16. Workshop Exercise
• Break into Groups of 5
• Identify and agree upon 3 companies/products with
the best customer experience and 3 with the worst –
10 minutes
• Each group present 3 best and worst quickly – 2
minutes each group
• Map out the Touchpoints/Failpoints for the Best and
Worst, explain why the Best works and what the Worst
can do to improve each Failpoint. – Lunchtime – 1 hour
• Each group presents Best and Worst
Touchpoints/Failpoints – 6 minutes each
7/2/2012 16
17. Customer Touchpoint Map
Retail Post Advocacy/
Awareness Purchase
Interaction Purchase Loyalty
• Social • Physical • Delivery • Support • Repeat
• Advertising • Virtual • Set up Purchase
• Etc. • Value • Social
Media
7/2/2012 17
Editor's Notes
Two levels – duration of the relationship and one transaction – each is critical (one bad transaction ends the relationship).Fortunately, people are forgiving if you own up and make it right with them.
Satisfaction – on a scale, how satisfied are you. Looking for 90%+ satisfaction.Net Promoter Score – Question – would you recommend this product or service to a friend or relative. Advocates minus detractors, 10 point scale, 10 is the highest. NPS is the total of the 9’s and 10’s minus the totals of the 1 through 6’s (people are easy graders). Difference is a score. Example – 50% gave a 9 or 10 score in terms of recommending the product or service to a friend, 30% gave it a 1-6. NPS score of 20(%). Average NPS is in the 30’s, Great ones are in the 60’s, Outstanding ones are 70+Engagement is not necessarily an indication of satisfaction or dissatisfaction – depends on how they are engaged. If they are just entering sweepstakes, not necessarily satisfied with your product or service. Same with followers – may just be waiting for coupons.
Satisfaction – on a scale, how satisfied are you. Looking for 90%+ satisfaction.Net Promoter Score – Question – would you recommend this product or service to a friend or relative. Advocates minus detractors, 10 point scale, 10 is the highest. NPS is the total of the 9’s and 10’s minus the totals of the 1 through 6’s (people are easy graders). Difference is a score. Example – 50% gave a 9 or 10 score in terms of recommending the product or service to a friend, 30% gave it a 1-6. NPS score of 20(%). Average NPS is in the 30’s, Great ones are in the 60’s, Outstanding ones are 70+Engagement is not necessarily an indication of satisfaction or dissatisfaction – depends on how they are engaged. If they are just entering sweepstakes, not necessarily satisfied with your product or service. Same with followers – may just be waiting for coupons.
People can’t see the difference cutting the AIStudy by Siegal and Gale – Simplicity Index but really based on customer satisfactionUsed to be the rule – happy customers told 3 friends, unhappy customers told 10. Now unhappy customers tell thousands.
Proactively dealing with customer issues/problems.1800flowers.com monitors blogs, facebook and Twitter 24/7 with its agency partner, and uses Radian 6 to track and quantify what is being saidMother’s Day – 1MM flowers are delivered over a 3 day period, some orders aren’t going to get thereHad 50 CSR’s on Twitter starting the Saturday of Mother’s Day, and by being proactive with customer compliants turned around the conversation – 18F 2/3rd’s positive vs. FTD which was 2/3rds negative (cited as a success story by TechCrunch).Publically showed the company taking action and fixing problems, which, after they were fixed, customer’s tweeted or posted about.Key Takeaway – customer service issues are now public. Need to respond to them publically.
Perhaps the most passionate company about Customer Service – major reason why Amazon bought them.Thousands of reviewsHighest repeat purchase rate of any monoline E-Commerce business I’ve seen.
VideoFrank Eliason became a legend in creating @comcastcares, but company also narrowed delivery windows and instituted guidelines to answer the phone faster
Expectations – Critical part of customer experience. You don’t have the same expectations in terms of acceleration and handling for a Honda Minivan that you do for a BMW. Managing customer expectations, and overdelivering on them, is the key to great customer experience.John Carter – over a year of negative buzz, bombed at the Box OfficeAvengers – just the opposite, record opening weekendBB – built the business on seamlessly and securely delivering corporate email to a mobile device, then their first tablet trying for the corporate market doesn’t have email.Retail interaction – the store, where its located, the service staff, how easy is the site to use and to buy somethingPurchase – purchase process, delivery versus expectations, easy to assemble, quality vs. expectationsPost purchase support – can I get someone on the phone, to respond to email or a text? How fast, do they take care of my problem quickly. Many companies have a post call survey to get feedback.Advocacy – How do happy/unhappy customers act in social media and talking with their friends. Can you incent advocacy through a loyalty program (points for referrals or posts)
Top – what you can control – Awareness, Retail Interaction/Consideration, Purchase/fulfillment, Post purchase supportBottom – what you can’t control – how the customer is experiencing your product or service. Need to gain insights into this process to optimize Customer Experience. Shopping process, information gathering, purchase process, usage, post purchase experience
- Most comprehensive touchpoint list – color coded by touchpoint as the customer goes through the process- Discovery, search research, decide, purchase, use, help, share, personalize, purchase again, trust, advocacy.