Customer Service to Customer Experience
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- Gervais Peregrine Pearson
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1 Customer Service to Customer Experience Managing the Moments of Truth!! Michael Karlsrud, CEO The Karlsrud Companies
2
3 Polite Responsive Efficient Knowledgable Easy
4
5 To be very clear- Customer Service is an Attitude.
6 Customer Experience is a Strategy.
7
8 Welcome to Omni-Channel Customers are influenced by sales, marketing and customer service interactions in a number of modalities.
9 Customer s Preferred Channels of Experience 40% Over Phone 29% In Person 18% 13% On-line or Social Media
10 9 out of 10 Customers Expect Consistency In Service Across All Channels.
11 82% of Consumers Stopped Doing Business with Companies Due to a Bad Experience.
12 Companies that Focus on the Customer Experience Generate 60% MORE PROFITS than their competitors.
13 It Takes 12 Positive Experiences to make up for 1 negative one.
14
15 Experiences are the SUM of Moments of Truth Customer Marketing Customer Service Sales
16 Journey Engagements Interactions Transactions Events
17 Gallup leveraged the emerging science of behavioral economics, led by notable scientists such as Nobel Prize winner Daniel Kahneman, Richard Thaler, Robert Shiller, Angus Deaton, George Loewenstein, and many others. They theorize that only 30% of human decisions and behaviors are actually driven by rational considerations which means that more than two-thirds of consumer loyalty and spending decisions are based on emotional factors.! For customers, feelings are facts.
18 70% of Buying Experiences is Based On How the Customer Feels They are Being Treated.
19 The New Rule in Marketing Enable the conversation 60% of people s willingness to buy from a company is driven by their perceptions of the company. 40% is driven by the perception of the company s products.
20 You can influence what people say about your brand, but you can no longer own the conversation. Enable your marketing team to embrace or engage in the dialogue dynamic.
21 Marketing Needs Social Data Marketing Data
22 Delight your customers by creating great experiences. Accelerate Innovation by streamlining marketing. Personalize your interactions by utilizing your market data.
23 2% A Increase in Customer Retention has the same impact as A 10% REDUCTION in Expenses.
24 The New Rule in Sales Understanding 57% of the buying decision is made before the first interaction with sales. 12% of a potential customer s mindshare is on your brand during the entire purchase.
25 To be relevant it s no longer sufficient to know your products, services and differentiators. You MUST know your customers challenges and bring them new approaches and solutions to solve problems or make their lives easier.
26 Sales Need Sales Data Industry/ECP Data
27 Connect with them earlier to shape their vision. Create great buying experiences that drive advocacy. Guide them through their journey.
28 Equals 125% Increase in Profits. A 5% Increase in the Retention of Customers
29 The New Rule in Service Keep Aware 59% of customers are willing to try new suppliers for a better experience. 71% of customers believe a company will take no action to keep their business.
30 Know more about your customers then they know about you. Be aware of what customers prefer and need from you to become brand promoters.
31 Service Needs Service Data Social Data
32 Enhance customer s satisfaction with a world-class experience. Drive value in every interaction to increase service revenue. Grow your customer s loyalty with efficient operations.
33 Marketing Data Social Data Sales Data Service Data
34 Cross-Sell Marketing Choose Customer Service Customization Collaboration Automation Personalization Sales Purchase Production Access/Delivery
35 Sales Build Brands Brands Build Consistency Trust Builds Sales Consistency Builds Trust
36 S Who s at the table?
37 Customer Experience Leads to Profits Only if it is Treated as a Business Discipline. (like accounting, marketing, sales, service)
38 3 Requirements Was it Enjoyable? Was it Easy? Did it Meet My Needs?
39 6 Disciplines Strategy Customer Understanding Design Measurement Governance Culture
40 Strategy: what is the description of the service you want to deliver your customer.
41 Customer Understanding: Who are they? What do they really want? What do they really need?
42 Design: is a problem solving process.
43 Measurement: What are your Key Performance Indicators that says you re doing it right?
44 Governance: Proactive Management and Oversight
45 Culture: Belief System and Behavioral Norms
46 Report Card Where are we today? Missing What s this? Ad Hoc No rhyme or reason I guess, if we have to. Repeatable Kind of sort of when we fell like it. Systematic YES! We do this all the time!
47 Sustain Culture Change Improve Transform Time
48 Which comes first? Customer Engagement? Or, Employee Engagement?
49 You cannot expect someone to perform greater than their consciousness. Eckhart Tolle
50 Vision Message Expectation Levels of engagement Expertise Accountability
51 The Karlsrud Company Or K-calls
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