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SDL Proprietary and Confidential
Brand Relationships: The Good Is Expected The Bad Goes Viral
Howard Beader, VP Marketing, SDL
@SDL @HBeader
The Brand-Customer Relationship
New Global SDL CX Research
○ Where does customer experience go wrong?
○ Can you ever win back ex-customers?
○ What gets customers to recommit?
@SDL @HBeader
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The Good is Expected, The Bad is Remembered…
2 out of 3 recalled a MAJOR customer experience failure over the last 10 years
…less than half remembered a success
@SDL @HBeader
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Where Does Customer Experience
Go Wrong?
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Where the Experience Goes Wrong
Purchase
21% of failures happen during the
buying process
First Use
17% are lost during the first engagement
Support
32% of failures happen during
post-sale
No stage is immune to CX failure
@SDL @HBeader
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Can You Ever Win BackEx-Customers?
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Do customers want to
reengage with brands
that jilted them?
82%tried to resolve
18% did not
YES
@SDL @HBeader
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But…the odds are stacked against it
1 in 5 would consider coming back
4 in 5 will never come back
56% left anyway
@SDL @HBeader
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What Gets Customers to Recommit?
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19% want discounts on future purchases
What Actually Will Win Them Back
30% want to see improvement/change as result of their bad experience
But…
In Reality: 8%
In Reality: 9%
@SDL @HBeader
The sweet spot for success is the combination of people, process and technology
Customer service was cited in
3 of the top 4 reasons for positive CX
Getting it Right: The Human Touch
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“Forrester Research, January, 2014The Convergence of Brand, Customer Experience and Marketing
Customer Experience Demands a New Set of CMO Priorities ”
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Andreas MeierHead of Business DevelopmentFashion Days Group
FASHION DAYSFROM FLASH SALES TO RETAIL
Forrester CXNYC 2015
Andreas Meier, Head of Business Development Fashion Days Group
New York, 16 June 2015
• FOUNDED IN 2009
• PART OF NASPERS GROUP
• OPERATING IN 7 COUNTRIES
• OVER 7 MIO CUSTOMERS
• MORE THAN 500 000 PRODUCTS
• OVER 1000 BRANDS
• CA 30% SALES ON MOBILE
• OVER 1.6 MIO FACEBOOK FANS
ABOUT FASHION DAYSThe #1 Fashion Destination in Central and Eastern Europe
FROM FLASH SALES TO RETAILTwo different business models compared
CHARACTERISTICS OF FLASH SALES CHARACTERISTICS OF RETAIL
ADDICTIVE & ENTERTAINING RELIABLE & CONVENIENT
SELECTED CUSTOMER GROUP EVERYBODY
VISUAL BROWSING NAVIGATING
LIFESTYLE DRIVEN PRODUCT DRIVEN
NEW PRODUCTS EVERY DAY SAME PRODUCTS EVERY DAY
DISCOVERY SEARCH
VIRAL & REPEAT SEO & PURCHASED TRAFFIC
FROM…
TO…
FROM FLASH SALES TO RETAILWhat does it mean for the customers?
CHOOSING A TECHNOLOGYSDL eCommerce Optimization
• NAVIGATION
• ONSITE SEARCH
• CAMPAIGN MANAGEMENT
• INTELLIGENT PRODUCT RANKING
• SORTING AND FILTERING
• SEGMENTATION AND PERSONALIZATION
• RECOMMENDATIONS
• UP- AND CROSS-SELLING
• API-DRIVEN TECHNOLOGY
WHY SDL eCommerce Optimization?
• BUY, NOT MAKE
• ACCELERATE CHANGE WITH SPEED OF IMPLEMENTATION
• CENTRAL, EFFICIENT AND SCALABLE APPROACH
• LEARN FROM EXISTING KNOW-HOW
KEEP CUSTOMERS HAPPY!
THINK ABOUT THE CUSTOMER
THINK ABOUT THE CUSTOMER
CONSISTENT EXPERIENCEWhen you change, take customers with you
TAKE AWAYS
MOVE QUICKLY, BUT TAKE CUSTOMERS WITH YOU
LEARN FROM THE BEST
A CHANGE OF BUSINESS MUST BE PLANNED CAREFULLY
DON’T THINK ABOUT FEATURES, THINK ABOUT CUSTOMERS
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SDL helps global brands transform their Customer Experience
28 @SDL @HBeader
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Language
KnowledgeCenter
Digital Experience
Customer Analytics
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For More Detail
Download the Research:www.sdl.com/ForresterForum
Visit us at Booth 104
Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
Global Customer Experience Management