Topics

Customers from the Outside In

Social Media 4 small businesses

Combine Social Networks & Gaming to boost employee & customer engagement

Customers: Outside In

The Three Levels of Customer Experience

The Three Levels of Customer Experience

FedEx Use Case

• FedEx ships about 3.5 million packages per day.

• FedEx management thought they had been doing a pretty good job of serving customers.

Define Customer Interactions & Needs

• Journey Mapping– Document customer touch-points & interactions

with my business– Use sticky notes or diagram– Develop customer personas

• Surveys– Survey customers– 3 questions maximum

Leaning Tower of Packages

• Personas: Frisbee customer, The confirmer • The Confirmer: "My package will get lost because

it's on that pile!". • And that made customers highly at risk of taking

their shipping business elsewhere.

Who are your customers?

• Who are your customers? They're both the people who have purchased your goods or services and those who intend to buy your goods or services.

• Customer experience goes to the heart of everything you do--how you conduct your business, the way your people behave when they interact with customers and each other, the value you provide. You literally can't afford to ignore it, because your customers take it personally each and every time they touch your products, your services, and your support.

Social Media 4 Business

Consumer Focused

For small business owners, social media ultimately should be a two-way street. It’s about business owners connecting with customers and customers connecting with businesses.

Engage

Interesting StatsThe average ages of social media users holds no surprises … more than half are between 25 and 44 years old, with only 5 percent under 17 and only 1 percent over 65.

Men or Women?Another interesting stat: 71 percent of the sites Pingdom checked are dominated by women.

Pinterest is female-dominated, with a 79 percent ratio. There are a lot of other sites that are in the 50 percent to 60 percent range: Tumblr, Tagged, Yelp, and Flickr.

Social Media is Free Right?

• Technically, you can create a social media presence for free but . . .

No, it’s not free if you want to succeed.

Listen & Search

• Listen & Search– Search Google, Yelp, Facebook, Twitter, & blogs for

related businesses– Listen, take notes, capture trends & activities– Pay attention to what people aren’t saying or sharing– Prioritize who you network with– Cool tip of the day:

• Create Facebook lists to monitor clients, competition and industry leaders

Create Your Listening Station• Your listening station: where you monitor

what goes on with your competition, customers & industry leaders.

• To create a new Interest List, hover over the settings icon next to any page or profile's like/add button while logged in as yourself, not your company's page. Adding that page or person to a list is the first option you'll see in the dropdown menu. You don't have to "like" a page to add it to a list.

• You can create a new list or add to an existing one and choose from three privacy options: Public, Friends or Only Me.

Stay up-to-date with key clients. (Private)Monitor the competition. (Private)Create a public list for your customers

Develop Your Brand

• Tip: Don’t sell or overly promote…• Define why you are different than your competition• Design the brand and the persona you would like to

convey online• What is it that you want people to see or think

when they find you in social networks• Portray your brand, persona and the experience in

your profiles

Make Your Presence Matter

• Tip: Find the balance between personal and professional activity online, it can’t be ALL business

• Curate relevant and interesting content that reflects your professional and personal interests

• Describe what social media success will look like• Customize your presence, goals, and what success

looks like in each network

Share & Become Trusted• Tip: Invest proportionally in social media, search engine

optimization/digital and your real world activities• Share insights in the communities that matter to your

business and reach beyond the friends, fans, and followers you already have

• Identify and talk to local online influencers who can help you spread your expertise and value

• Ask and answer questions in your communities and across other vibrant communities hosted by others

• Create a “linked” network of resources: Link to or recommend people who can also help your customers

The Do not’s• Do not over promote & advertise

– You can interleave promotions with regular customer engagements but be careful not to over promote. (Rule of Thumb: about 1 in every 4 posts can be a promotion).

• Do not ignore– Always respond to comments even if they are negative. Turn the

situation around and try to help. Social customers expect to have their problems solved & questions answered.

• Do not attack competitors. Follow them & learn.• Do not be generic.

– If someone makes a comment, do not leave it at “thank you.” Make your response personal. People will interact, and engage more when they see that your business is human.

The Do’s• Listen

– Listen to your followers. Track their responses to different post types. Pay attention to what is driving engagement & virility.

• React– Respond quickly.– Focus on representation of your business. – Pay attention to the bad comments & respond respectfully. Help solve their

problem.• Engage

– Engage in meaningful conversation. – Promote others. Share helpful information related to your business. This will build a

stronger trust and brand.– Stay active: Posting once or twice a week simply is not enough. Treat social media

seriously by interacting with others multiple times a day on different social channels.

Social Media & Gaming to Improve Customer & Employee Engagement

Digital Loyalty Program

Problems?• High churn rate causing increased costs• On-boarding new employees is slow driving higher costs• Training not always consistent causing low efficiency & higher cost• Tools to increase efficiency not used consistently > lower ROI• Employees not engaged & low performing• Organizational purpose may be unclear• Lack of inspiration• Boring work• Goals are uncertain• Feedback is missing or not consistent• Skills and challenges do not match• Lack of control over work

What is Gamification?

Gamification is the process of using game thinking and game mechanics with non-gaming environments. Gamification leverages the techniques

game designers have used for years to solve problems, motivate & engage people.

Mechanics include: goal setting, real-time feedback, transparency, competition, teams, etc.

http://www.gartner.com/it/page.jsp?id=1629214

By 2015,

50% of companies will embrace gamification

An estimated 70% of the top 2,000 businesses in the world will be involved in gamification by 2014, and small businesses are also jumping on the band wagon according to Stamford, Connecticut-based technology research and analysis firm Gartner, Inc.

It’s Science

• Dopamine is a key element in the brain’s reward system, and when people trigger that system they reinforce behavior.

What Motivates People

• Abraham Maslow’s Hierarchy of needs (1943)Self actualization

esteem

belonging

safety

physical

Status, achievements, ranks, reputation, etc.

Social cohesion, virality & Community dynamics

Being-needs(Meta-needs)

Deficiency needs

Security, money

Food, water, etc

realize your full potential

Meaning

Recognition

Money(Survival)

(Succeed)

(Transform)

Base Motivation

Loyalty

Inspiration

Trigger Depends on Personality

• What triggers someone to do somethingType Characteristics Effective Trigger

Killer (<1%) Highly competitive Challenge them

Socializer (80%) Hate confrontation, followers, value relationship

Show that their friends are doing it

Achiever (10%) Driven by status (i.e. special access, etc)

Spark the trigger associated with status increase

Explorer (10%) Driven by discovery and uniqueness of their contributions, hate spatial and temporal limits

Call upon their unique skill, no time pressure

Game Mechanics

• Autonomy– Ownership, blissful productivity, serendipity, etc

• Mastery– Points, progression, level up, set completion, etc

• Purpose– Epic meaning, quest, discovery, justice, save the

world, etc

Learning & Conditioning

• Human behaviors are learned though conditioning– Radical: disregard innate needs– Conditional reinforcers (typically some kind of points)

are learned and become a motivator– Points themselves are not inherently rewarding

• Proper use of points depends on reward schedule– When, how many, and at what rate the points are give

or taken away– Progression and level up dynamics

Reward Desired Behavior

• Reward, and incentivize desired behaviors– Focus on company’s core values, goals and align with

recognition strategy– Give ownership to employees to provide recognition to

each other• Identify high value behaviors– Gamify those behaviors correctly

Competition Achievement Mastery Feedback

Points

Levels

LeaderBoards

Badges

Others

DynamicM

echa

nics

Reality: Work is already filled with game elements

“it’s tempting to begin with game mechanics; however it is critical to understand what motivates employees” Today, there are five generations represented in the workplace. To successfully deploy a gamified recognition program, your strategy must acknowledge that some people are motivated by opportunities for personal achievement, while others are motivated by competition. Reward & recognition strategies must be personalized & have meaning.”

Gamification of the Workplace

• Improve performance• Improve on-boarding time (lower training costs)• Lower churn rate (customer and employee)• Retain experts – keep them interested• Drive tools/system usage, drive ROI• Improve efficiency, lower costs • Improve quality• Meet customer expectations

• Digital Loyalty Program – Missions– Challenges– Competitions

Create your digital loyalty program

Up 12%Up 17%

Loyalty Lift Engagement Lift

Actions Rewarded34,753

Tyler redeemed for preferred shift Wendy completed a Training video for 50 XP

Joy finished a sales mission for level 5Ethan recruited & earned1000 coins

I met my goal by improving our internal process &

received 500 coins. hehe . . I’m going to redeem for a

preferred shift next week! Yay

80% of users opted in within first week

Reduced onboarding: 4 weeks -> 14 hours

Trained agents outperformed peers by 23% in call handle time and +9% in cust. sat

2011 CLO Excellence in Social Learning Award

• Research by Gallup and others shows that engaged employees are more productive. They are more profitable, more customer-focused, safer, and more likely to withstand temptations to leave.

• Actively disengaged employees erode an organization's bottom line while breaking the spirits of colleagues in the process. Within the U.S. workforce, Gallup estimates this cost to be more than $300 billion in lost productivity alone.

• 1% are Engaged, and 17% are Disengaged.

• More employees are looking for new opportunities

• Engaged employees plan to stay for what they give; the Disengaged stay for what they get.

• Employees worldwide view opportunities to apply their talents, career development and training as top drivers of job satisfaction.

• Managers are not necessarily doing the things that matter most. The actions most correlated with high engagement are not always the ones that receive the most favorable ratings.

http://www.gallup.com/consulting/52/Employee-Engagement.aspx

http://www.blessingwhite.com/EEE__report.asp

Consumer Gamification

• Increase customer engagement• Influence customer behavior• Sustain long term customer loyalty• Improve customer satisfaction• Lower support costs• Improve customer knowledge• Meet customer expectations• Grow number of issues resolved by community

Magic Sells

Welcome to my restaurant. As mayor of this store, enjoy $1.00

off your next pizza.

• 141% year-on-year growth in unique visitors

• 530% year-on-year increase in page views

• 159% increase in mobile downloads

• 158 million votes, up 236%

Providers• BunchBall **• BadgeVille **• BigDoor ** - consumer only• iActionable• Cubepoints• TemboSocial• Gamify.it• Lithium• Shufflebrain• SCVNGR