Return On Experience The insights and research that show tangible business benefit to good customer experience. April 2014
Macro trends are driving the world of experiences
Market Rules are Changing
COMPETITIVE MOMENTUM
Everything is a Touchpoint
CHANNEL UBIQUITY
Expectations are everything
CONSUMER
EXPECATIONS
Dialogues & Collaborations
SOCIAL
ENGAGEMENT
The way we see it…
Say something
Say it loud
Say it well
Say it often
What you do…
How you act…
What they
experience…
matters more
than what you say
In today’s world, the experience is the brand.
A brand promise is worthless, if the
brand’s experience doesn’t deliver.
The Dollars And Sense Behind Experience Optimization
According to Forrester, companies that continuously move
higher in their customer experience index scoring will see:
+ Increased revenue due to word of mouth: Incremental sales from positive word
of mouth can range from $2 million for investment firms to $176 million for airlines.
+ Reduction in churn, leading to improvements in revenue: Retained revenue
ranges from $30 million for investment firms to $1.7 billion for wireless providers.
+ Increased revenue thanks to incremental purchases of loyal customers:
The revenue benefit can range from a low of $39 million for consumer electronics
manufacturers to more than $1.3 billion for wireless service providers.
Helen Graney (Jack Morton Worldwide)
agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service
Helen Graney (Jack Morton Worldwide)
say previous unique experience is important (62% very important) when choosing brands to use in the future.
Helen Graney (Jack Morton Worldwide)
agree (44% strongly) they’d pay more for a product or service if they knew they’d have a unique experience with that brand.
Helen Graney (Jack Morton Worldwide)
87% 26% Previous unique experience is important to future purchase
My past experiences with brands have been unique
VS
THAT’S SOME GAP
Helen Graney (Jack Morton Worldwide)
78% 26% I’d pay more for a unique experience
My past experiences with brands have been unique
VS
AGAIN THAT’S SOME GAP
65% of APJ marketers believe that a consistent and positive experience helps distinguish and differentiate their brand.
Helen Graney (Jack Morton Worldwide)
Experience gaps
What Is Holding Back the Customer Experience?
+ Operational structure and processes (38 percent)
+ Ability to customize and individualize (31 percent)
+ Having engaging and empowered employees (31 percent)
2 Customer Intimacy
1 Operational Excellence
3 Product
Leadership
1. Value within price, quality and convenience
2. Meets my needs, and I will pay a premium
3. The latest thing
Customers and value disciplines
Net Promoter Score Does Not Equal Net Promoter System
Frontline Activation
Prioritised improvements; persistent cultural values; daily action
Solid Analytics
The Eight Net Promoter Processes
1. Reliable Metric Sort Customers, understand
competitive position
2. Loyalty Economics Support high-quality cost-benefits
estimates
3. Root Cause Data and processes to draw insights
that unlock action
4. Closed Loop Enhance relationships through true
dialogue
5. Learning Coaching, training, experimentation
6. Action Individual, team, function, enterprise
7. Robust Operational Infrastructure
8. Leadership and Communication
Invite participation
Build around users
Inspire sharing
Create community
Add value
Experience principles
To manage experiences, we need new brand tools.
How does your brand behave
on Twitter?
SOCIAL MEDIA PHRASEBOOK
How do you activate your brand with new partners?
PARTNERSHIP PLAYBOOK
What makes your propriety event truly yours?
EXPERIENCE DEFINITION
Why would someone co-crate something
with you?
ENGAGEMENT PLATFORM
How do you create social currency? Why do they talk
about you?
ENGAGEMENT PLATFORM
How does your brand behave differently across
global cultures?
GLOBAL EXPERIENCE PLAYBOOK
Is every employee at every level embodying the brand?
EXPERIENCE TRAINING
BOOTCAMP
As you stop messaging and start engaging, does your
team have the skills?
EXPERIENCE TRAINING
BOOTCAMP
Helen Graney (Jack Morton Worldwide)
So you need to get under the hood of what the whole experience looks like
Helen Graney (Jack Morton Worldwide)
20% of surveyed marketers are planning to map their customer experience.
48% have not.
Helen Graney (Jack Morton Worldwide)
Map the Experience Discovery Experience
How do I learn about your brand? How do you market?
Shopping Experience*
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
Customer Experience*
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?
Helen Graney (Jack Morton Worldwide)
56% feel they have the technologies and platforms to listen.
11% of surveyed marketers are satisfied with their company’s ability to listen and respond.
Helen Graney (Jack Morton Worldwide)
75% of marketers use their websites to broadcast messages.
53% use these sites to listen.
Helen Graney (Jack Morton Worldwide)
The channels of communication have changed
47% use call or contact centers
45% head to in-store locations
37% are turning to social media
28% will email
Only 14% will call corporate or sales directly
Only 1% send commentary or messages via traditional mail
+ Strategically defining the experience
created by a brand
+ Expressly articulating the qualities and
characteristics of appropriate brand behaviours
+ Managing, auditing and refining experiences
as critical brand expressions
+ Aligning all actions and touchpoints
with this strategic platform
#1 Back to basics
#2 Change your toolkit
#3 Look at what connects you
#4 Listen
#5 People as experience drivers
#6 Make it matter