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INNOVATION
THROUGH
CUSTOMER
EXPERIENCE
@DAVEKNOX
CMO,ROCKFISH
@DAVEKNOX
Creative Best
Practices
Brand Readinessand Planning
CustomerTeam Support
Corporate Brand Steward
Agency Relationships
Marketer
MARKETING THEN
Creative Best Practices
Brand Readinessand Planning
CustomerTeam Support
CorporateBrand Steward
Agency Relationships
Technology Relationships
CommunityManagement
Data and Business
Rules
OrganizationInvestments Marketer
MARKETING NOW
SPEAKING OF CHANGE
GREAT COMPANIES STARTED IN ALL MARKETS
AND THE LEADERS CAN CHANGE QUICKLY
CUSTOMER
EXPER
IENCE IS THE
COMMON THREAD
FOR TH
ESE NEW
LEADERS
THE RISE OF CUSTOMER EXPERIENCE
70% of customers will do business with you again if you resolve their
complaints.- Ruby Newell-Legner
By 2020, customer experience will
overtake price and product as the key
differentiator- Walker Information
74% of companies that create customer
experiences over-perform on
revenue growth.- Millward Brown
10
Source: HBR, Managing your Innovation Portfolio
70%
20%
“Customer experience is now the fifth marketing
P that needs to be managed as purposely
and carefully as the others.”
- Lisa Macpherson SVP of Marketing
THE RISE OF CUSTOMER EXPERIENCE
11
Source: HBR, Managing your Innovation Portfolio
70%
20%
IMPACT ON HALLMARK
“We had a very traditional 1-800 type of model, yet the vast majority of our feedback from consumers was coming in indirectly through social channels and that is where we needed to address it. And yet we wanted to have the same high quality, intimate connection and feeling in that relationship in social that we did when we had someone on the phone. That’s really led to a mindset that we’ve been trying to nurture, that it’s not just social media, it’s social business.”
- Lisa Macpherson SVP of Marketing at Hallmark
NEW FOCUS ON CUSTOMER EXPERIENCE 12
Source: HBR, Managing your Innovation Portfolio
Ford Pass
Consumer Experience Forces Evolution
HOW STARTUPS
APPROACH
CUSTOMER
EXPERIENCE
I NN OVAT I O
N
“WE HAV
E A
STRATEGIC PL
AN.
IT’S CALLE
D DOING
THINGS.”
Herb Kell
eher,
Southwes
t Airli
nes
INNOVATION VS DISRUPTION
“Disruption displaces an existing
market, industry or technology and
produces something new and more efficient and worthwhile. It
is at once destructive and creative.”
—Clayton Christensen, Harvard Business School
15
Ironically technology companies have increased human touch-points between businesses and their consumers, using it as a competitive advantage against more traditional business models
INCREASED HUMAN TOUCH POINTS 17
Source: HBR, Managing your Innovation Portfolio
70%
20%CASPER MATTRESS
Ignoring Industry Norms
18
Source: HBR, Managing your Innovation Portfolio
70%
20%DOLLAR SHAVE CLUB
Admitting an Industry is Broken… …and Offering a Solution
INCREASED HUMAN TOUCH POINTS
19
Source: HBR, Managing your Innovation Portfolio
70%
20%
UNDER ARMOUR
Community through Data
INCREASED HUMAN TOUCH POINTS
20
Source: HBR, Managing your Innovation Portfolio
CHATID
Customer Service Through Partners
INCREASED HUMAN TOUCH POINTS
21
Source: HBR, Managing your Innovation Portfolio
YOU EARNED IT
Employee to Employee Recognition
INCREASED HUMAN TOUCH POINTS
22
Source: HBR, Managing your Innovation Portfolio
70%
20%
STITCH FIX
A Feeling of Personalization
INCREASED HUMAN TOUCH POINTS
“PERSONALIZ
ATION
IS A CHANCE TO
DIFFEREN
TIATE AT
A
HUMAN SCALE.”
Seth Godin, A
uthor
INNOVATION: SERVICE 24
Source: HBR, Managing your Innovation Portfolio
70%
20%
News of bad customer service reaches more than twice as many ears as praise for a
good service experience.
Source: White House Office of Consumer Affairs
“IN TH
E EARLIEST S
TAGES
OF A STARTU
P, IT P
AYS TO
OFFER CUSTO
MER SERVICE ON
A LEVEL
THAT
WOULDN'T
SCALE, BECAUSE IT'
S A WAY
OF LEARNING ABOUT Y
OUR
USERS.”
- Pau
l Grah
am, Y
Combinato
r
Startups use customer service as a very proactive strategic advantage, getting to know their customer at first use, empowering their consumers by asking for product feedback, and staying connected through multiple channels
27INNOVATION: SERVICE
WUFOO
Take Extraordinary Measures To Make Users Happy
28INNOVATION: SERVICE
BOND
Shortcut to Extraordinary Measures
INNOVATION: SERVICE 29
Source: HBR, Managing your Innovation Portfolio
HOTEL TONIGHT
24/7 Customer Responses in 10 Minutes or Less
INNOVATION: SERVICE 30
Source: HBR, Managing your Innovation Portfolio
MOPHIE @ SXSW
Consumer Pain Point Solved Through Service
INNOVATION: SERVICE 31
Source: HBR, Managing your Innovation Portfolio
OPERATOR
Service as the Product
32INNOVATION: SERVICE
X.AI
Service Behind The Scenes
INNOVATION: SERVICE 33
Source: HBR, Managing your Innovation Portfolio
EVENTBRITE
Be able to tell people things they don't want to hear because you represent the customer's voice.
BE A LEADER OF
CHANGE IN YO
UR
ORGANIZATION:
DON’T JUST A
DAPT
TO CHANGE,
EMBRACE IT.
“The sooner you stop fighting the present, the sooner you can get to work on figuring out the future.”
- @dhh Creator of Ruby on Rails, Founder & CTO at Basecamp
…OR SAID DIFFERENTLY 35
dave.knox
@rockfishdigital.com
THANK YOU!
+1.513658.086
8@davekn
oxhardknoxlife.co
mrockfishdigital.
com
36
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