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Staying abreast of customer expectations

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Thomas Wieberneit
Thomas Wieberneit

The document discusses how customer expectations have changed with the rise of social media and mobile technology. Only 8% of customers feel companies provide superior customer experiences, despite 80% of companies believing they do. After a bad experience, 90% of customers will not return. Customers want their needs met on their terms through personalized, convenient experiences. To truly meet rising expectations, companies must optimize customer journeys across touchpoints and integrate customer data and feedback into their processes and technologies through a unified platform.

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Staying abreast of Customer
 Expectations"
Setting the Stage"
The Gap" 80% of companies believe they deliver superior customer experience!! ! ! 8% of their customers agree! Bain & Company: Closing the delivery gap
Bye-Bye Baby" ! After a bad experience nearly 90% of your customers will simply! ! …leave! http://www.clicksoftware.com/state-of-customer-service-infographic-field-service.htm http://www.rightnow.com/files/analyst-reports/RightNow_Customer_Experience_Impact_Report_North_America_2011.pdf
Social Media (and Mobile) changed the playground" Graphics by Mark Tamis www.marktamis.com
FB is the 3rd largest country" http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
The number of smartphones is exploding" Altimeter Group: Beyond Marketing: Developing a Mobile Strategy, April 2011
And people are also using them" On average, people 
 install 25 apps on their smartphone, but only 
 use 12. Most used apps 
 are social network apps. Source: InSights Consulting study SocialMedia around the World 2011
BUT" ! 90% of brand related conversations happen offline!
Customer Expectations"
Nobody cares about my products" ! … and services except me […]. ! ! What [..] buyers do care about are themselves and they care a great deal about solving their problems.! David Meerman Scott
Customers do not want a relationship with you" 2012 IBM study “From Social Media to Social CRM
Customers want tangible benefits" ! ! 2012 IBM study “From Social Media to Social CRM
Customers want Value" •  Get what they need and want! •  Get the right information at the right time! •  You getting it right the first time! •  And if not then get it resolved without further hassle! •  They interact with you, on their terms! Sometimes customers even want to be surprised!
And what is customer experience?" … the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.! Adapted from Wikipedia
Touchpoints" Static Product Promotion Human Collateral Brand Mail, E-Mail Sales Radio, TV Call Center Consultants Customer Influencers Service Experience Interactive Web Site Blog E-Mails Social Media Community (Mobile) Apps Product
Increased Customer Value throughout the Journey" Advocacy Loyalty Use Purchase Interac- Attrac- tion Discov- tion Aware- ery ness
Post purchase experience impacts your attraction" Advocacy Loyalty Use Purchase Interac- Attrac- tion Discov- tion Aware- ery ness
Map and optimize the customer journey"
The Reality"
Your call is important to us …" •  But why am I in the queue right now?! •  And, thinking of it: I am always waiting (prolonged) times! •  The phone tree is cumbersome, voice recognition doesn’t really work! •  Why do I hear advertisements that don’t matter to me?! •  What is really important to you <enter company name here>?!
Moving House - Telstra Clear"
German Railway"
Apple"
Getting There"
People are start and center" Technology Existing 
 Experiences New 
 Experiences Customers ‘n’ Employees Strategy
Enhancing customer experience follows a virtuous circle" Design" Validate" Involve customers Segment customers Start on paper Involve stakeholders Virtual designs Measure" Metrics Impacts Correlations Implement" Prioritize Changes Reprioritize Pilots first Enhancd experiences
Integration – The end game" Customer! Employee! Partner! Employee! Supplier! Employee! Influencer! I H S H I SOLOMO Platform! (social)! CRM! ERP! Analytics! Social Data! Master-, Social- & Transactional Data!
Key Take Aways" •  Meeting customer expectations requires a constant cycle of renewing the customer experience along the possible customer journeys! •  360 degree view on the customer needed, including company external data! •  A SOLOMO platform that is deeply integrated into the company IT infrastructure enriches the systems to become a customer integration hub!
Questions?"
Thomas Wieberneit" SocialMeetsCRM! http://www.socialmeetscrm.co.nz! ! thomas.wieberneit@socialmeetscrm.com! @twieberneit! +64 21 241 7701! Thank You"

More Related Content

Staying abreast of customer expectations

  • 1. Staying abreast of Customer
 Expectations"
  • 3. The Gap" 80% of companies believe they deliver superior customer experience!! ! ! 8% of their customers agree! Bain & Company: Closing the delivery gap
  • 4. Bye-Bye Baby" ! After a bad experience nearly 90% of your customers will simply! ! …leave! http://www.clicksoftware.com/state-of-customer-service-infographic-field-service.htm http://www.rightnow.com/files/analyst-reports/RightNow_Customer_Experience_Impact_Report_North_America_2011.pdf
  • 5. Social Media (and Mobile) changed the playground" Graphics by Mark Tamis www.marktamis.com
  • 6. FB is the 3rd largest country" http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
  • 7. The number of smartphones is exploding" Altimeter Group: Beyond Marketing: Developing a Mobile Strategy, April 2011
  • 8. And people are also using them" On average, people 
 install 25 apps on their smartphone, but only 
 use 12. Most used apps 
 are social network apps. Source: InSights Consulting study SocialMedia around the World 2011
  • 9. BUT" ! 90% of brand related conversations happen offline!
  • 11. Nobody cares about my products" ! … and services except me […]. ! ! What [..] buyers do care about are themselves and they care a great deal about solving their problems.! David Meerman Scott
  • 12. Customers do not want a relationship with you" 2012 IBM study “From Social Media to Social CRM
  • 13. Customers want tangible benefits" ! ! 2012 IBM study “From Social Media to Social CRM
  • 14. Customers want Value" •  Get what they need and want! •  Get the right information at the right time! •  You getting it right the first time! •  And if not then get it resolved without further hassle! •  They interact with you, on their terms! Sometimes customers even want to be surprised!
  • 15. And what is customer experience?" … the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.! Adapted from Wikipedia
  • 16. Touchpoints" Static Product Promotion Human Collateral Brand Mail, E-Mail Sales Radio, TV Call Center Consultants Customer Influencers Service Experience Interactive Web Site Blog E-Mails Social Media Community (Mobile) Apps Product
  • 17. Increased Customer Value throughout the Journey" Advocacy Loyalty Use Purchase Interac- Attrac- tion Discov- tion Aware- ery ness
  • 18. Post purchase experience impacts your attraction" Advocacy Loyalty Use Purchase Interac- Attrac- tion Discov- tion Aware- ery ness
  • 19. Map and optimize the customer journey"
  • 21. Your call is important to us …" •  But why am I in the queue right now?! •  And, thinking of it: I am always waiting (prolonged) times! •  The phone tree is cumbersome, voice recognition doesn’t really work! •  Why do I hear advertisements that don’t matter to me?! •  What is really important to you <enter company name here>?!
  • 22. Moving House - Telstra Clear"
  • 26. People are start and center" Technology Existing 
 Experiences New 
 Experiences Customers ‘n’ Employees Strategy
  • 27. Enhancing customer experience follows a virtuous circle" Design" Validate" Involve customers Segment customers Start on paper Involve stakeholders Virtual designs Measure" Metrics Impacts Correlations Implement" Prioritize Changes Reprioritize Pilots first Enhancd experiences
  • 28. Integration – The end game" Customer! Employee! Partner! Employee! Supplier! Employee! Influencer! I H S H I SOLOMO Platform! (social)! CRM! ERP! Analytics! Social Data! Master-, Social- & Transactional Data!
  • 29. Key Take Aways" •  Meeting customer expectations requires a constant cycle of renewing the customer experience along the possible customer journeys! •  360 degree view on the customer needed, including company external data! •  A SOLOMO platform that is deeply integrated into the company IT infrastructure enriches the systems to become a customer integration hub!
  • 31. Thomas Wieberneit" SocialMeetsCRM! http://www.socialmeetscrm.co.nz! ! thomas.wieberneit@socialmeetscrm.com! @twieberneit! +64 21 241 7701! Thank You"