great experience in an age of extreme expectation
TRANSCRIPT
GREAT EXPERIENCE
IN AN AGE OF
EXTREME EXPECTATIONS
Argyle Customer Care Forum
November 2014
@lithiumtech @tsloboth
Welcome to a world ofextreme expectations
Is hailing a
taxi too
hard?
Is hailing a
taxi too
hard?
THE CHALLENGE
Buyers are forever changed.
Brands compete with a new kind of ‘great’
experience.
Extreme
Expectations
We’re all getting
used to great.
WHAT THIS MEANS
expect a
response from
brands to Tweet73%
expect a response
within an hour72% feel more negative
when not responded
to in timely manner40%
of complaints go
unanswered*70%
*Maritz Research
Customers have
Extreme Expectations
Unresponsiveness Poses Risk
to Revenue & Reputation
THIS IS SERIOUS, FOLKS
Digital as beginning(and middle and end)1
traditional digital mobile
Aware
Researc
h
Buy
Use
Support
Share
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electronic socialphysical digital
customer experience (cx)mobile
experience
pre-sales experience
out of the box experienceproduct experience
support experience
digital experience
ONLY A CLICK AWAY FROM TRUTH
74%will ask for help
online
66%of consumers see the call
center as a last resort
SOURCE: LITHIUM, FORRESTER
54%of purchases by 2017
influenced by digital
Social offers a personal
touch, at scale.2
Context
is King
Think win-win.3
FORRESTER’S VIEW ON GREAT EXPERIENCE
Enjoyable
Easy
Deliver as promised
A GREAT EXPERIENCE GOES BEYOND SAVINGS
Future Revenue
Advocacy
Great Service & Satisfaction
REDUCE SERVICE COSTS
10%reduction in support
costs over
traditional
70%first contact
resolution
rate
DRIVE REVENUE
27%
Customers referred
from the blog have
larger
baskets
20% increased
spending
ADVOCATES ATTRACT SUBSCRIBERS
73%NPS
75%
New subscribersthrough
word of mouth
Now what? Rx
Social channel response:
not optional
INNOCENT AUDIENCE MEMBER
2,230Weekly
Actionable posts
4,094Weekly
Response
volume
524Minutes
Response time
Statistics
Total Mentions 1,502
Likely Actionable 1,406
Responses 1,958
Average TAR 118 minutes
HOW DOES THAT COMPARE?
@UXX
116K
ONE WEEK PERIOD, LAST
WEEK IN OCTOBER
Statistics
Total Mentions 4,094
Likely Actionable 2,230
Responses 626
Average TAR 524 minutes
@FXXXX
200K
Your community exists:
harness it
MoneyExperts
CarEnthusiast
s
Your customers:
give them a mission
GIVE THEM A MISSION
Provide feedback
GIVE THEM A MISSION
Design features & products
GIVE THEM A MISSION
Help other customers
Your budget:
take their lunch money
spent globally on
market research
spent globally on
advertising
$60Bn $500Bn
14%trust
advertising
Source: Edelman Trust Barometer 2014, Nielsen
report they have
a digital strategy
believe their approach
is correct
think they have people
with the right technology skills20%
33%
74%
NOT SURPRISING
Your next move:
come see us
THREE KEY PRODUCTS
SOCIAL CHANNEL RESPONSE BRANDED COMMUNITIESANALYTICS &
KLOUT
Connect Engage Understand
Social
Scorecard
@lithiumtech
GIVE THEM A MISSION
Create content