Social Trends- The Service Context

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

© Ask Afrika 2016

Why service matters-

Existence attributes

Undifferentiated attributes

Exceptional attributes that surprise and impress

Source: Lior Arussy - Strativity

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Rise of the emoticon

Emotions drive decisions

-100

-80

-60

-40

-20

0

20

40

60

80

100 Su

rpris

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Delig

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ing

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Diss

apoi

nted

Disg

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Ang

ry

Con

tem

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Reputation Service FCR Fairness Effort NPS

© Ask Afrika 2016

Emotional satisfaction is more important for NPS

69 74

38

0

10

20

30

40

50

60

70

80

90

100

Overall Satisfaction Emotional Satisfaction Loyalty (NPS)

Benchmarks

%

0.697

0.324

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Brands becoming human

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I like to pursue a life of challenge, novelty and change

52%

50%

50%

48%

48%

39%

37%

36%

33%

25%

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Behavioural economics

Consumer choices are driven by

sometimes unknown emotions

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The art of story

telling

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There is a clear link between emotions and story telling and therefore our brands should master this art in order to nurture those emotional connections

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Lasting customer loyalty: A total customer experience

Quality and

functionality

Brand and Price

Service, information and delivery

Emotional brand

experience

The competitive battleground of differentiators is changing:

i ti

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A unique South African customer satisfaction benchmark, since 2001

Broadest and most widely-referenced service excellence benchmark in South Africa

Comparing service levels across 32 industries and ranking 159 companies

The Ask Afrika Orange Index® not only measures service within industries, but across industries

Includes 10 of the most relevant service benchmarks

Enables a 360 degree view of the company

Identify landscape changes and to provide insights into the mass consumer trends informing the service improvement strategies of our clients

Ca

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For a 360 customer view

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So, what do winning companies do?

Service expectations have changed significantly over the past 5 years. Consumers are more sophisticated, they don’t give us much credit for hygiene factors anymore and have expanded their list of

expectations.

Companies differentiate by fostering an authentic relationship with their clients. Customer experience is now a company wide

responsibility to be owned by the entire value chain.

Measure what matters

© Ask Afrika 2016

© Ask Afrika 2016

2015 Overall Winners 1st – 20th (ranking to 159 positions)

Base: 10,867

Food F d

10 20

The Ask Afrika Orange Index ® Benchmark 2015 = 67.38

Clothing Clo

thin

g

Clothing

What to do •  Get your competitive

position on customer service from the Orange Index

•  Make sure, that your customer service measurement is aligned to social trends- measure what matters

© Ask Afrika 2016

THANK YOU maria.petousis@tgi.co.za Tel: +27 12 428 7400 www.askafrika.co.za