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Voice of The Customer (VoC) Presentation - Startup Roadshow
This document discusses how consumer behavior and communication preferences are changing rapidly due to new technologies. It argues that traditional enterprise tactics are not keeping up with these changes and that new brands will emerge to better connect with customers. It provides examples of how communication technologies have evolved over time and asserts that customers now expect interactions to be contextual, mobile, community-oriented, and involve asynchronous communications. The document suggests that enterprises need to design customer experiences from the customer's perspective rather than the enterprise's processes and metrics. It advocates for more authentic and conversational interactions across channels to build personal-emotional connections with customers.
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Voice of The Customer (VoC) Presentation - Startup Roadshow
- 2. Our “day jobs”... 2 @vocroadshow@thomasknoll @calitalieh
- 3. 3 so, what exactlyare you guys doing? @vocroadshow @thomasknoll @calitalieh
- 4. 4 @vocroadshow @thomasknoll @calitalieh OurThesis • We are going through an unprecedented period of change in consumer behavior and communication preference • The tactics, processes, and systems employed by the enterprise is making the situation worse, not better • A new crop of brands will evolve to own the customer‘s mindshare (and their $$$)
- 5. Evolution 5 1973%1844% First%public% demonstra8on%of%the% telegraph% 1866% 1876% 1971%1993%1992%1984% 1st%Permanent% telegraph%cable%laid% across%Atlan8c% The%telephone%is% invented% First%eBmail%is%sent% First%cell%phone% call%is%made% First%commercial% cell%phone%is%made% available% First%text%message% sent% 1st%commercial% text%message%sent% @vocroadshow @thomasknoll @calitalieh
- 6. Faster... 6 • 2004%–%Facebook%is%launched% • 2005%–%Launch%of%geo9based%services% • 2006%–%Twi?er%is%launched% • 2012% • Smartphones%are%the%new%standard% • ~1b%FB%users% • 1%in%4%people%check%their%smartphone%every%10%minutes% • 40m%people%check9in% • Voicemail%is%dying% • Landlines%are%dying% we are wrapping asynchronous communications around synchronous interactions! @vocroadshow @thomasknoll @calitalieh 1.7b units p.a. versus 350m
- 7. 7 @vocroadshow @thomasknoll @calitalieh THE CURRENT ENTERPRISE Hard-wired through automation Scripts and repeatable processes, not about authenticity or context Designed from the enterprise out And…it’s designed for this…
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- 9. 9 @vocroadshow @thomasknoll @calitalieh CONTEXT MOBILITY COMMUNITY ASYNCHRONOUS COMMUNICATIONS AUTHENTICITY
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- 13. 13 design a greatexperience for your customers, and all will be good @vocroadshow @thomasknoll @calitalieh
- 14. First Off... 14 phone MUSTbe answered in 2-3 rings duh if you are slammed, don’t make people hold, EVER duh, duh avoid voicemail, they will hang up, period flushing $$$ down the toilet @vocroadshow @thomasknoll @calitalieh
- 15. The Process 15 it’s aconversation, not a “process”; your customer knows what you are up to earn as you go phone scripts should only be used for “newbies”, authenticity increases conversion and retention, and reduces the callers frustration level happy agents make you $$$ traditional phone metrics don’t work, and actually hurt conversion and retention what do you really want? you can mix and match channels, and optimize for both parties turn calls into emails/SMS @vocroadshow @thomasknoll @calitalieh
- 16. 16 @vocroadshow @thomasknoll @calitalieh customerswho make a personal- emotional-connection (#PEC) with a person spend more, buy more often, and refer more customers... ...like,WAY more!!!!! DidYou Know...
- 17. 17 why does Starbucksask your name, and write it down? why does the Nordstrom sales person give you a business card with their contact information? @vocroadshow @thomasknoll @calitalieh
- 18. 18 @vocroadshow @thomasknoll @calitalieh LessonsLearned from Great Brands
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- 20. 20 @vocroadshow @thomasknoll @calitalieh Askus anything. Thank you! shervin@drumbi.com 949.400.6556 thomas@clipppr.com 415.935.3547