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

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Global Customer Experience Management