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Creating a Differentiating Customer Experience - 7 S.U.C.C.E.S.S. Factors
March 10, 2016Tidewater American Marketing Association
5
What’s Your Goal?
Is the goal to get people to notice what we make?
OrAre we setting out to make something
people choose to talk about?Seth Godin
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Gap DriversMobility TechnologySocial behaviorsLack of insight/dataMany brands not meeting expectations Many brands are still interruptingTouchpoint disconnects – hand-offs
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Do you know who your best customers are?
Only 38% of marketers are capable of separating prospects and existing customers
Razorfish Study
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David vs. Goliath?“In six lab and field studies, we explored the effects of having a large, dominant competitor and found that highlighting a large competitor’s size and close proximity can help small brands instead of harming them.”
“Competitive narratives should highlight the battle between small and large competitors, and this narrative must be made salient to consumers at the time of purchase.”
Framing-the-game effect
The Upside to Large Competitors by Neeru Paharia, Anat Keinan and Jill Avery
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Consumer centricity
• Questions are powerful• Which journey? Where on the journey?
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Consumer centricity
• Personas define characteristics of target customers
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Map the journey
• Consumer• Employee• Other stakeholder
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S.U.C.C.E.S.S.
Utility
Rocket Mortgage
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S.U.C.C.E.S.S.
Utility
What questions are your customers and prospects asking?
What are their frustrations?
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Building a ConnectionAccording to Harvard Business Review, customers who received a customer satisfaction survey after doing
business with a company were 50% less likely to cancel their account.
They were also three times more likely to purchase another product from that same company.
How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz
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Conduct a Customer Experience Audit
• Experience your brand from mobile • Map the journeys• Map the ecosystem
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Conduct a Customer Experience Audit• Get Feedback from:–Staff–Customers–Suppliers
• Identify gaps• Begin to build a 360° customer view
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Mindset
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Culture_Leadership
• The Advantage by Patrick LencioniFree resources including charts and videos
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Creating Personas
• Adele Revella – Buyer Persona Institute
• HubSpot post – How to create personas for your business
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Create a Customer Journey Map
Creating a Journey Map Post
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Customer Experience Gaps
IBM Study
Some useful stats and an infographic
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Find the Right Tools
• Cloud based Customer Service– Mighty Call http://www.mightycall.com/
– LiveOps http://www.liveops.com/
• CRM software – Below is a list of options (don’t be mislead by the title) – http
://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-systems-for-your-company/
– Batchbook http://batchbook.com/
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Survey• Ask for feedback soon after purchase• Keep them simple and basic like:– Please rate your experience – Is there anything we could do to improve?– On a scale of 0-10 would you recommend us to a friend or
colleague
• Free Tool - https://www.surveymonkey.com/
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Thank YouJoe owns Strategic Marketing Solutions, an integrated marketing consulting company. He is active in social media, co-moderates, #SMchat (a Twitter chat) and regularly writes about Customer Experience Marketing for Maximize Social Business.He works with businesses to implement integrated marketing strategies that build Raving Fans.
To learn more about capitalizing on the local advantage by creating Raving Fans contact Joe:Email: [email protected]: 804.690.4486Connect on Linked In: www.linkedin.com/in/josephruizjr/