Building Brand Advocates

Transcription

1 Building Brand Advocates

2 Competing on Service: Building Brand Advocates In today s digital world, consumers have all the answers in the palm of their hand. With their smartphones, these consumers have constant access to information, whether it s price, promotion, or other consumer reviews. Businesses can choose to participate in the race to the bottom, or they can choose to compete on the customer experience. Behind every great customer experience is an engaged employee. To deliver exceptional experiences, employees must be enabled and empowered to deliver differentiated customer service while balancing operational excellence. As one of the world s leading restaurant companies, DineEquity knows the key to a remarkable guest experience is in the hands of employees. In this guide, we ll reveal the secrets to building brand advocacy through mobile, social, and collaboration solutions. Appirio and Salesforce will share how to balance operational excellence and customer service, get the right info at the right time to accelerate productivity, and benefit from an insights-driven culture focused on innovation to transform every employee into a brand advocate.

3 Mobile is transforming the way we work and live. Today s consumer experience starts and ends on a mobile device. In 2016, 30% of total online sales happened directly on smarphones.* Combine that with the fact that 60% of all digital traffic is from a mobile device,** and it s clear that mobile is transforming the way we live. In 2016, 30% of total online sales happened on smartphones 60% of all digital traffic is from a mobile device *According to Forrester Research **According to Salesforce Commerce Cloud Mobile Shopping Focus Report

4 The Worker-Consumer Experience Gap Although the retail experience has transformed, the employee experience is still lacking a simple and streamlined approach. Interestingly enough, 44% of consumers believe they know more about the brand than the store associate, and 83% of consumers believe online shopping provides more information than in-store staff. Imagine being the employee. Your employees want to be successful, but don t have the tools to do so. In fact, more than half of associates desire a mobile device to better serve customers. When helped by a knowledgeable associate, 88% of customers are more likely to buy. 54% of consumers request prompt service above smart recommendations, and 26% ask for personalized experiences. Furthermore, 60% of shoppers feel they received prompt, personal service when they know that store associates are collaborating on mobile devices.* *According to the TimeTrade 2017 State of Retail Report 83% of consumers believe online shopping provides more information than in-store staff 54% of consumers request prompt service above smart recommendations 88% of customers are more likely to buy when helped by a knowledgeable associate 60% of shoppers feel they receive prompt, personalizeed service when they know associates are collaborating on mobile devices

5 Elevate the Worker and Consumer Experience Consumers and employees both want to collaborate with mobile devices for a better experience. By enabling, empowering and engaging every employee with mobile, they have endless possibilities for onboarding and collaboration including scheduling, task management, training, operational and IoT alerts, product knowledge, recognition and rewards, and more. Companies with engaged workers see 233% greater customer loyalty and a 26% greater annual increase in revenue.* Companies with engaged workers see 26% annual increase in revenue Companies with engaged workers see 233% greater customer loyalty *According to the Aberdeen Group s Employee Engagement: Paving the Way to Happy Customers, September 2015

6 The Virtuous Cycle Appirio, a Wipro Company, realized that happy employees equals happy customers. Their goal was to improve worker and customer experiences and in turn invented the Virtuous Cycle workforce model to address the new ways that people work. The Virtuous Cycle workflow model creates an aware, satisfied, amplified customer experience through engaged, productive, agile employees. By eliminating barriers between workers and the info they need providing a consumer-grade experience for your workforce and knowing your customer needs before they do employees can deliver the desired customer experience. This creates repeat and loyal customers who want to be associated with your brand and customers that advocate, sell, service, and innovate for you. ELIMINATE BARRIERS between workers & the info they need Workers Who Are Provide a CONSUMER-GRADE experience for your workforce Adapt to the NEW WAYS PEOPLE WORK; apply new workforce models Know your CUSTOMER S NEEDS before they do Customers Who Are Create REPEAT and LOYAL customers who want to be associated with your brand Inspire customers to ADVOCATE, SELL, SERVICE, and INNOVATE for you

7 The Virtuous Cycle Provide a consumer-grade experience Think Amazon.com easy, Facebook easy, Uber easy that s what we need to provide employees Shift from great tools in the back-office to everything I need is on my device Focus social/mobile/cloud investments around key moments of engagement in the worker journey Use systems that eliminate barriers 84% of consumers report frustration when customer service doesn t have info about them - but employees are frustrated too! Cloud enterprise software applications have better built-in analytics than ever before - allowing better insight into the business Delivering a 360-degree view of the customer enables associates to deliver exceptional customer service Adapt to the new ways people work Store associates are provided with a limited set of tools at work compared to their personal life, such as mobile, social media, and video The median turnover rate is 67% for part-time retail employees - making just-in-time training and support critical to performance Seamless collaboration between store, operations, merchandising, and customer service unlocks employee productivity *According to The median turnover rate is 67% for part-time retail employees 84% of consumers report frustration when customer service doesn t have info about them

8 Customer Success: DineEquity DineEquity is one of the largest full-service dining companies in the world with brands like Applebee s and ihop. With a total of 3,700 restaurants in 19 countries served and 200,000 team members, DineEquity is a 99% franchise-system of 400 franchisee partners. Challenge Acquisitions of various brands over time resulted in disparate, unstable systems (5 different multiple platforms including home grown), tools and processes. Franchisees needed greater visibility into franchisors to improve engagement. Managing the franchisee partners to ensure a consistent customer and worker experience across all stores was lacking. 3,700 restaurants 200,000 team members

9 Customer Success: DineEquity Solution Delivered a Fullforce end-to-end franchise solution Established a single system of records built on the Salesforce CRM Platform including Service, Marketing and Community Cloud to establish common tools across brands for both domestic and international locations Implemented standardized processes for franchisee management and launched an online community using a Bolt solution with embedded industry expertise for fast deployment.

10 Customer Success: DineEquity Results Established a single source of truth for data resulting in more accurate and quicker reporting and informed decision making Faster turnaround for Franchisee approvals Improved ease of use for workers and increased productivity included automation Stable platform for capability expansion By launching a community with a Bolt solution, DineEquity brand consistency was enhanced by providing a central hub for all brand related materials and communications. Key operations and performance data was visible with customizable dashboard components. Increased effectiveness of promotions with on-site store assessments. Improved response time with self-service access to community knowledge and advanced case management.