SDL Innovate 2014: Paige O'Neill - The Future of Customer Experience: Five Truths for...

1

Paige O’Neill Chief Marketing Officer

SDL

2

Getting customers right starts

with knowing who they are

Perception

80% 8% :

Cost

Lost revenue due to poor

customer experience

Gain

The value of customer

loyalty to revenue

6

64% say customer experience is

more important than price

when deciding who gets their

business

7

70% of customer complaints on

Twitter go unanswered

8

In the Age of the

Customer, companies

MUST become

customer obsessed.

In the Age of the

Customer, companies

MUST become

customer obsessed. “

- Forrester Research, Inc., October 2013

9

Most Important Factors In A Satisfying Customer Experience

• Competent customer service

• Great website experience

• Quick response times & deliveries

• Friendly, helpful attitude

Global Voice of the Customer Survey, SDL, 2014

10

Globally unify brand

value experience

Contextually

optimized

experiences to all

touch points

Consistently deliver

targeted, hyper-

relevant experiences

Behaviors of Satisfied Customers

Deliver rich

poignant interactive

media experiences

Customer Satisfaction

Recommend

website

70% Return to

website

52% Purchase

offline

51% Purchase

next time

61% Purchase

online

63%

:-)

How do brands in the U.S.

rate in customer experience?

12

70

72

74

76

78

80

2005 2006 2007 2008 2009 2010 2011 2012 2013

Overall Satisfaction Trend

13

90

14

76

15

1

Point

+1.05% market

share growth

16

Baby Boomers

1946 - 1964

Generation X

1965 – 1980

Millennials

Generation Y

1981 - 1997

Larger than Baby Boomers

3X as large as Gen X

455 million globally

$2.5 trillion in global

purchasing power by 2015

Half have annual income of

$83k and quickly rising

Millennials

• Think you don’t know how to market them

• Accept that some personal information will be collected

• Want discounts and freebies for engagement

• Want to shop in their preferred language

5 Truths for Tomorrow’s

Marketer…

20

Will likely ignore emails from unknown brands

47% Are “most likely” to engage if they have previously

done business with you

Show understanding by building context-driven campaigns

Be strategic about how you collect and use customer data

Focus on fostering relationships, not just tracking lead numbers

2/3 think you don’t know how to market to them

21

22

40% of Millennials can identify digital

information tracked by companies

23

7x More likely to give personal information to a trusted brand

46% Share their data if it means more relevant offers

Get to know your customers, then target messaging

Overhaul systems preventing personalization

Offer value in exchange for the data provided

62% Are worried about personal data being used for marketing

25

Millennials touch their smartphones 43x per day

64% Expect the experience to be the same regardless of channel

Ensure experiences are consistent across channels

Create a complete view of customers by bridging silos

Track channel interactions so you can optimize

67% Interact with two devices each day

27

46% Of Millennials are more likely to buy in their own language

32% Speak a non-English language at home

• Make language part of your strategic go-to-market planning

• Know what languages your customers prefer (and use them)

• Map the experience for each language and optimize

Would choose to buy a product if information was in

their language* 75%

*Can’t Read, Won’t Buy, Common Sense Advisory, 2014

29

Engage with customers in real-time

Target social efforts in areas where content is frequently discovered

Rethink your email strategy

The majority of millennial content

discovery happens on social networks

Millennials average 6 pieces of shared content via

social media each day

30

Tomorrow starts NOW www.sdl.com/five-truths