STAN PHELPS @9INCHmarketing

What   is   Ignite?   Ignite   is  presenta/on   format   for   a   5  minute   talk.   Presenters   use  20   slides   that   auto   advance  every  15  seconds.    This   talk  was  hosted  by   IBM  as   part   of   the   IBM   Amplify  conference  in  San  Diego.  

In  customer  experience,  there  is  no  such  thing  as  mee/ng  expecta/ons.    Mee/ng  expecta/ons  is  a  myth.  You  either  exceed  expecta/ons  or  you  fall  short.    Choose  to  do  MORE.  LiPle  things  can  truly  make  a  big  difference.  [Purple  Goldfish  –  Customers,  Green  Goldfish  –  Employees,  Golden  Goldfish  –  The  Top  20%  of  Customers  &  Employees]  

According  to  a  recent  study  by  IBM,  more  than  3  out  of  4  customers  expect  organiza/ons  to  understand  their  individual  needs.  Call  it  the  Amazon  Effect,  we  now  live  in  an  ON  DEMAND  world.  

Trendwatching.com  calls  this  info-­‐sense  and  lists  it  as  one  of  the  five  trends  that  will  shape  the  future  of  CX.  

Defini,on:  

I’m   on   quest.  My   fourth   book  with   co-­‐author   Evan   Carroll   will   be   called  Blue   Goldfish.   It   will   focus   on   how   companies   can   leverage   data   and  analy/cs  to  turn  insights  into  ac/ons  that  improve  the  experience.  

I   recently  wrote  about   two  Blue  Goldfish   in  Forbes.  The  ar/cle   tells   the   story  of  Tory  Burch  and  Westpac.  Two  examples  of  how  technology  can  improve  the  customer  experience  and  drive  sales.  

(full  ar/cle  here)  

Doug  wakes  up  in  Toronto  on  a  bachelor  party,  nagging  no/on  that  something  is  wrong…  Then  it  hits  him,  he  forgoPen  to  order  his  pregnant  wife  a  gid  before  leaving  the  country  just  days  before  her  birthday.    

He  quickly  runs  down  to  the  lobby  and  orders  a  pair  of  shoes  online  for  his  wife  Lindsay.  Only  problem   is   that   he   uses   Paypal   and   realizes   the   shoes  will   not   arrive   /ll   ader   her   birthday.  More  panic  sets  in.  He  now  decides  to  visit  the  store  immediately  upon  his  return  to  Florida.  

Doug   visits   a   Tory   Burch  store   and   meets   a   store  associate   named   Michelle.  She   tells   him   that   once   the  online  order  arrives  to  simply  bring   it   in   to   her   store   for   a  return   no   problem.   She  grabs   a   new   pair   of   shoes,  swipes   his   debit   card   and  tells   Doug   that   it   isn’t   going  through.    He  calls  his  bank,  gets  put  on  hold,  transferred,  hold  again,  and   then   Michelle   emerges  from   the   back   of   the   store  with  a  corona  boPle.     “Would  you  like  this  Corona  or  perhaps  a  glass  of  wine  while  you  get  this  sorted?”  

A  few  days  later  Doug  and  his  wife  head  back  to  Tory  Burch.  Michelle  greets  Doug  by  name  and  introduces  herself  to  Lindsay.  While  she’s  returning  the  original  order,  Lindsay  begins  trying  on  shoes.  Within  seconds,  Doug  is  signg  with  a  Corona  in  one  hand  and  an  iPad  in  the  other.  Ader  the  return  was  complete  and  Lindsay  was  done  browsing,  they  led  the  store.  A  few  days  later,  Doug  receives  a  personalized  email  from  Michelle.  According  to  Doug,  “This  was  the  first  ;me  I’ve  seen  online  marke;ng  being  fused  with  an  offline  transac;on.  Marketers   like  myself,  use   soFware   to   show   you   ads   for   products   you   recently   searched   for   or   viewed   in   hopes   of  geGng  you   to  complete  your  purchase.  The   fact   that  Michelle  was  doing   this  manually   really  impressed  me.”  

Tory   Burch   has   developed   a  tablet   based   system   called  “Client   Book.”   According   to   an  ar/cle   in   Internet   Retailer,   “this  client   book   service   enables  customers   to   keep   track   of  previous   orders,   wish   lists   and  other  informa/on  from  an  online  accounts.   A   shopper   might   put  something   into  her  wish   list   late  at  night,  for  instance,  and  a  store  associate   keeping   track   could  have   that   item   ready   on   the  shopper’s   next   store   visit   or  prepare   recommenda/ons   for  other  products.”  

The average order value for Client Book customers is 62 percent higher than Tory Burch’s typical customer

Westpac  is  the  fourth  largest  bank  in  Australia  and  New  Zealand  

The  bank  has  been  join  the  dots  between  the  immense  amount  of  informa/on.  The  bank  knows  needs  are  driven  by  life  stages  and  moments  of  truth  in  their  customer  journey.  

The  “Know  Me”  program  by  Westpac  drives  insights  about  the  customers  through  their  data  to  create  NBO’s,  “next  best  offers.”  

By  using  a  mix  of  offline  transac/onal  data  and  online  behavioral  data,  the  insights  allow  the  bank  to  predict  what  the  customer  might  need  next.    

Westpac is converting 40% of all NBO’s, resulting in $22 million in additional sales in Year One of the program

 According  to  former  GE  CEO  Jack  Welch,  there  are  two  forms  of  compe//ve   advantage.   First,   learn  more   about   your   customers  faster   than   the   compe//on   and   second,   turn   what   you   learn  about  customers  into  ac/on  faster  than  the  compe//on.  

STAN PHELPS stan@9INCHmarketing.com

Are  you   turning  big  data   into  useful  data?  Are   you   leveraging  analy/cs   to  drive   sales  and   improve   the   customer   journey?  What’s  Your  Blue  Goldfish?