Do you have what it takes to survive inthe era of customer empowerment?

6 commandments to breathe by3 remarkable stories to live by

THE

CUSTOMER REVOLUTION

We are livingin the age of theempoweredcustomer

Fuelled by thewidespreadadoption of

Fuelled by thewidespreadadoption of cloud

Fuelled by thewidespreadadoption of social

Fuelled by thewidespreadadoption ofmobiletechnologies

Our customersnow have access to

more

information

more

choices

more

opportunities

The result has been a revolutionary shiftin the balance of power betweencompanies and their customers.

01

UNITEDUNITED BREAKS GUITARSTHE POWER OF ONE VOICE

IN THE AGE OF SOCIAL MEDIA

Here is a cautionary tale of howone empowered customer

cost a company $180 million.

Be Humble

UNITEDbreaksGUITARS

UNITED

Unhappy CustomerS WILL COST YOU

We are living in the age of the empowered customer Ñ a time when a single Facebook post or tweet can dramatically impact a global enterprise. While a positive customer experience, shared online, can be worth more to your company than a Super Bowl ad, a negative one can be devastating Ñ both to your brand and your future success. Read below to Þnd out more about what your unhappy customer is really costing youÉand what you can do about it!

Customers are 3X more likely to tell their friends about a negative experience than a positive one.

It takes 12 positive experiences to make up for one unresolved negative experience.

80% of people will NOT use a business that has negative reviews. For every negative review posted, there needs to be 10-12 positive ones to offset it!

According to Google, businesses with at least 3+ star reviews get 87% of the clicks!

In the case of Seattle restaurants, those that had a one-star increase on Yelp led to a 5-9% increase in revenue.

ÒTotally SatisÞedÓ customers contribute 2.6 times more revenue than ÒSomewhat SatisÞedÓ customers.

This same ÒTotally SatisÞedÓ customer contributes 14 times more revenue than ÒSomewhat DissatisÞedÓ customers.

It costs 6-7 times more to acquire a new customer than retain an existing one.

In the U.S., there is nearly 1.3 TRILLION dollars up for grabs due to consumer spending. In 2012, 51% of consumers switched companies they do business with due to poor experiences.

Of those that switched, 81% said it was for reasons that company could have done something about. This means that unhappy customers cost businesses roughly $537,030,000,000 in missed revenue!

Singer/songwriter Dave Caroll witnessed United Airlines employees tossing his guitar on the tarmac while luggage was being unloaded.

When he later discovered his $3,500 Taylor guitarÕs neck had been broken he asked United Airlines to pay for the repair. After nine months of pleas, they refused.

So, Dave made a song and produced a music video which he put on Youtube. ÒUnited Breaks GuitarsÓ has had nearly 14 million views to date.

The BBC reported that UnitedÕs stock price dropped by 10% within � weeks of the release of the video, a value of �180 million!

Unhappy customers can I�NIT� policy chan�e�

When Bank of America announced they would begin charging a $5 monthly fee to debit card users, �olly �atchpole started an online petition.

�or e than 300,000 people signed up! As a result, Bank of America apologi�ed and removed the fee!

In the case of hotels and wireless companies, a 10% improvement in a companyÕs customer experience score can exceed �1 �illion in revenue!

�appy customers who have their issues resolved tell 4-6 people about their experience.

�igh-performing companies understand that engaging their customers is critical to their success. Social customer care programs have increase� 5X� from 12% in 2010 to 5�% in 2013.

Finding out who your customers are, what they need, and what they want is invalua�le information.

Understanding your customer and having a continuous two-way �ialo�ue with them should be your focus!

Read the Customer Revolution �anifesto to lear n how the empowered customer can be an asset for your business.

www.visioncritical.com/manifesto

W��T UN����Y CTO��R�R� COSTI YOU

W��T UN����Y CUS TO��RS �R� COSTIN� YOU

Do you know what an unhappy customer really means for your business?

CUSTO��R ����IN�S � �YCUSTO��R ����IN�SS IS � �YLoyal and empowered customers can act as PROMOTERS for your business!

�O W TO �� � � ����Y CUS TO��RS�� OOWW TTO ��O �� �� � ����Y C� ����Y C TTO��RO��R

There are key things a business can do to ensure its customers are happy.

The power of �ust one unhappy customer�

DO YOU KNOW HOW UNHAPPY CUSTOMERS ARE

�ISS�TIS�I�� TO��RS ��T�� OW�RTO IN�LU�N

The digital age has made it easy for customers to share their e�periences faster� and more broadly� than e�er before.

� �Y 1

� �Y 2

� �Y 3

Sources�https�//www.linkedin.com/today/post/article/20130�0�13�550-28��15-15-statistics-that-should-change-the-business-world-but-haven-t �http�//www.businessweek.com/articles/2013-10-22/angry-customers-cost-companies-5-dot-�-trillionhttp�//www.thewebsmithgroup.com/you-�ust-lost-a-customer/http�//www.oracle.com/us/corporate/analystreports/forrester-future-customer-service-1�037�2.pdfhttp�//blogs.aberdeen.com/contact-center-customer-experience-management/day-in-the-life-of-an-empowered-customer-leveling-the-playing-Þeld/�sthash.cy77��t2.dp fhttp�//sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-1077283�-negative-views-on-youtube/http�//mediamiser.com/wp-content/uploads/2013/03/United�Breaks�Guitars�Report.pdfhttp�//sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-1077283�-negative-views-on-youtube/http�//usatoday30.usatoday.com/money/industries/banking/story/2011-11-03/part-time-nanny-bank-of-america-fee/510�50�� /1http�//www.slideshare.net/forrester/the-businessimpactofcx

�ISS�TIS�I�� CUSTO��RS ���� T�� � OW�R TO IN�LU�NC�

Forrester Research reports that USAA focused on creating a seamless experience for researching, Þnancing, and insuring vehicle purchase.

77% ���re��e in visitors to its car-buying site year-over-year.

15% ���re��e in completed auto loans.

23% ���re��e in vehicles sold.

As a result, USAA experienced�

Unhappy CustomerS WILL COST YOU

We are living in the age of the empowered customer Ñ a time when a single Facebook post or tweet can dramatically impact a global enterprise. While a positive customer experience, shared online, can be worth more to your company than a Super Bowl ad, a negative one can be devastating Ñ both to your brand and your future success. Read below to Þnd out more about what your unhappy customer is really costing youÉand what you can do about it!

Customers are 3X more likely to tell their friends about a negative experience than a positive one.

It takes 12 positive experiences to make up for one unresolved negative experience.

80% of people will NOT use a business that has negative reviews. For every negative review posted, there needs to be 10-12 positive ones to offset it!

According to Google, businesses with at least 3+ star reviews get 87% of the clicks!

In the case of Seattle restaurants, those that had a one-star increase on Yelp led to a 5-9% increase in revenue.

ÒTotally SatisÞedÓ customers contribute 2.6 times more revenue than ÒSomewhat SatisÞedÓ customers.

This same ÒTotally SatisÞedÓ customer contributes 14 times more revenue than ÒSomewhat DissatisÞedÓ customers.

It costs 6-7 times more to acquire a new customer than retain an existing one.

In the U.S., there is nearly 1.3 TRILLION dollars up for grabs due to consumer spending. In 2012, 51% of consumers switched companies they do business with due to poor experiences.

Of those that switched, 81% said it was for reasons that company could have done something about. This means that unhappy customers cost businesses roughly $537,030,000,000 in missed revenue!

Singer/songwriter Dave Caroll witnessed United Airlines employees tossing his guitar on the tarmac while luggage was being unloaded.

When he later discovered his $3,500 Taylor guitarÕs neck had been broken he asked United Airlines to pay for the repair. After nine months of pleas, they refused.

So, Dave made a song and produced a music video which he put on Youtube. ÒUnited Breaks GuitarsÓ has had nearly 14 million views to date.

The BBC reported that UnitedÕs stock price dropped by 10% within � weeks of the release of the video, a value of �180 million!

Unhappy customers can I�NIT� policy chan�e�

When Bank of America announced they would begin charging a $5 monthly fee to debit card users, �olly �atchpole started an online petition.

�or e than 300,000 people signed up! As a result, Bank of America apologi�ed and removed the fee!

In the case of hotels and wireless companies, a 10% improvement in a companyÕs customer experience score can exceed �1 �illion in revenue!

�appy customers who have their issues resolved tell 4-6 people about their experience.

�igh-performing companies understand that engaging their customers is critical to their success. Social customer care programs have increase� 5X� from 12% in 2010 to 5�% in 2013.

Finding out who your customers are, what they need, and what they want is invalua�le information.

Understanding your customer and having a continuous two-way �ialo�ue with them should be your focus!

Read the Customer Revolution �anifesto to lear n how the empowered customer can be an asset for your business.

www.visioncritical.com/manifesto

W��T UN����Y CTO��R�R� COSTI YOU

W��T UN����Y CUS TO��RS �R� COSTIN� YOU

Do you know what an unhappy customer really means for your business?

CUSTO��R ����IN�S � �YCUSTO��R ����IN�SS IS � �YLoyal and empowered customers can act as PROMOTERS for your business!

�O W TO �� � � ����Y CUS TO��RS�� OOWW TTO ��O �� �� � ����Y C� ����Y C TTO��RO��R

There are key things a business can do to ensure its customers are happy.

The power of �ust one unhappy customer�

DO YOU KNOW HOW UNHAPPY CUSTOMERS ARE

�ISS�TIS�I�� TO��RS ��T�� OW�RTO IN�LU�N

The digital age has made it easy for customers to share their e�periences faster� and more broadly� than e�er before.

� �Y 1

� �Y 2

� �Y 3

Sources�https�//www.linkedin.com/today/post/article/20130�0�13�550-28��15-15-statistics-that-should-change-the-business-world-but-haven-t �http�//www.businessweek.com/articles/2013-10-22/angry-customers-cost-companies-5-dot-�-trillionhttp�//www.thewebsmithgroup.com/you-�ust-lost-a-customer/http�//www.oracle.com/us/corporate/analystreports/forrester-future-customer-service-1�037�2.pdfhttp�//blogs.aberdeen.com/contact-center-customer-experience-management/day-in-the-life-of-an-empowered-customer-leveling-the-playing-Þeld/�sthash.cy77��t2.dp fhttp�//sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-1077283�-negative-views-on-youtube/http�//mediamiser.com/wp-content/uploads/2013/03/United�Breaks�Guitars�Report.pdfhttp�//sentium.com/a-public-relations-disaster-how-saving-1200-cost-united-airlines-1077283�-negative-views-on-youtube/http�//usatoday30.usatoday.com/money/industries/banking/story/2011-11-03/part-time-nanny-bank-of-america-fee/510�50�� /1http�//www.slideshare.net/forrester/the-businessimpactofcx

�ISS�TIS�I�� CUSTO��RS ���� T�� � OW�R TO IN�LU�NC�

Forrester Research reports that USAA focused on creating a seamless experience for researching, Þnancing, and insuring vehicle purchase.

77% ���re��e in visitors to its car-buying site year-over-year.

15% ���re��e in completed auto loans.

23% ���re��e in vehicles sold.

As a result, USAA experienced�

2. After nine months of pleas, United refused to pay for the repairs. Dave made a song and produced a music video which he put on Youtube.

1. Singer/songwriter Dave Caroll witnessed United Airlines employees tossing his guitar on the tarmac while luggage was being unloaded.

3. Publicly humiliated, United Airlines’ stock priceplummeted 10% after the video went online, causing its share value to drop an estimated $180 million!

>

>

Be Humble

UNITEDbreaksGUITARS

UNITED

Be TransparentBe Transparent

Humility is the foundation of a successful strategy. The old dictum that the customer is alwaysright is no longer just a catchphrase to encourage good customer service—today,

the empowered, connected, web-savvy customer is often right.

WHY THEY FAILED

Companies that dismiss customer complaints as disgruntled, isolated whining are likely to find themselves facing a much

more serious PR situation.

Be Humble

The question is:What does this mean

for your company?

Treat your customerslike they own you.Because they do. Mark Cuban, Owner of the Dallas Mavericks”

“

here are

3 stories to live by

remarkable

01

PepsiCoDEWmocracy

COLLECTIVE INTELLIGENCE

Be Teachable

DEWmocracycollectiveINTELLIGENCE01

PepsiCo

2. The flavor “Voltage” won the day, and the result was what PepsiCo’s chiefconsumer engagement officer has called “one of the most successful product launches in PepsiCo beverage history.”

1. PepsiCo launched its first “DEWmocracy” campaign with an online role-playing game that let fans help design a new Mountain Dew flavor’s taste, color and logo.

3. Mountain Dew’s Facebook followership had grown by more than 500%, to 860,000. Today the soda brand has more than 8 million Facebook followers and the DEWmocracy campaigns have become legendary.

>

>

Be Teachable

DEWmocracycollectiveINTELLIGENCE01

PepsiCoBe Teachable

DEWmocracy succeeded because PepsiCo recognized a key factor of the customer empowerment era: it is an exceptional opportunity for companies that are genuinely interested

in learning about what their customers want through honest engagement.

Successful companies approachthe empowered customer with a willingness

to listen and be taught.

HOW THEY DID IT

02

McDonald’sOUR FOOD.

YOUR QUESTIONS.

Be Transparent

OURFOOD.yourQUESTIONS.02

McDonald’s

Questions came in quickly and furiously—and the company didn’t dodge any of the more than 19,000 questions submitted. McDonald’s addressed the misconceptions head on—involving customers and embracing transparency in the process.

>

The “Our Food, Your Questions” campaign invited questions directly from customers about McDonald’s food, with the burger chain responding on a dedicated website.

Be Transparent

“Trust and reputation are becoming a fundamental part of building a brand and maintaining a brand community,” says Alex Sévigny, director of the McMaster-Syracuse

Master of Communications Management program.

“The McDonald’s campaign is great in that respect. It’s absolutely brave because it required them to give the

public a backstage pass to how things work.”

HOW THEY DID IT

OURFOOD.yourQUESTIONS.

McDonald’s

02 Be Transparent

03

Coca-ColaTHE HAPPINESS

MACHINE

Build Trust

THEhappinessMACHINE03

Coca-Cola

The key turning point in the commercial is the

moment when a girl at the Coke machine finds she

can no longer hold all the Cokes being dispensed by

the machine and starts handing them out to strangers,

a scene that evokes the message of community.

>

With a hidden camera on a college campus, Coca-Cola installed a normal- looking Coke machine that dispensed, not only a bottle of Coke, but many Cokes to follow, plus a pizza, flowers, a balloon animal and a submarine sandwich and more.

Build Trust

Coke spent not a dollar promoting the ad after uploading it to YouTube. The company put up one post on its Facebook page and posted one tweet to Twitter,

and trusted in the audience to make it go viral.

The ad went on to win industry awards and has been viewed more than six million times on YouTube, not counting the various spinoff ads Coke produced around the world from the related Happiness Truck project.

HOW THEY DID IT

THEhappinessMACHINE03

Coca-Cola

Build Trust

Customer empowerment is the invaluable chancefor companies to understand what their customers want

and to provide products and services in the waycustomers want them.

The

bottom line

For open-mindedforward-looking companies,

customer empowerment is anextraordinary opportunity.

The

bottom line

Now ask yourself:Do you have what it takes

to survive in the customer revolution?

{ } pause for effect

yesno

( Wheew! So glad you have readour manifesto, Warren Buffett. )

( Click on, friend... )

ReadThe Manifesto

for Companies in the Age of the Empowered Customer

READTHE MANIFESTO

The SixCommandments

for Surviving the Customer Revolution

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Inside you will discover...

READTHE MANIFESTO

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On How Other Companies Survived the Customer Revolution

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Vision Critical provides a cloud-based customer intell igence platform that allows companies to build engaged, secure communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight. Designed for today’s always-on, social and mobile-savvy customer, Vision Critical’s technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need.

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