Customer Experience Marketing

Michael Pace

Twitter: @mpace101

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

Slideshare: http://www.slideshare.net/mpace101

Introductions

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Extraordinary Customer Service Is

NOT The New Marketing

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Extraordinary Customer Service

Was The 1st Marketing

Just ask the world’s oldest profession

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Committed to a long-term relationship

Proactively involved

Emotionally, psychologically, and physically connected

Simply “Satisfying” customers [transactionally] is not enoughTwitter: @mpace101

ENGAGEMENT

Source: Customer Engagement, What’s Your Engagement Ratio?, Gallup Consulting, 2009

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23% Premium

13% Discount

So, Everyone Should Go

Measure Engagement …

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… But Engagement Is Not A Metric

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Acquisition

Retention

Aver. Revenue / Customer Profit

ability

Customer Life Time Value

Customer Life Time Value Is

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Support

Loyalty

AdvocacyAwareness

Consideration

Intent

Purchase

Acquisition

ARPU / Profitability

Retention

The Funnel & Customer Life Time Value

Joseph Jaffe

It’s not easy …

And may feel like a scuba diver spinning a battleship Twitter: @mpace101

CultureEats Strategy

For LunchCoffmanOrganization

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Twitter: @mpace101

Customer Experience Starts Before You Have A Customer

Awareness

Consideration

Intent

Purchase

Must be searchable

Media – Paid, Earned/Shared, & Owned

Be Where Your Customers are

Build Trust

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The Purchase

Easy to Use

Trustable

Info Capture

Sharable

Connect

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Reverse The Funnel

Customer Access

Voice of the Customer / Surveys

Acknowledgement

Proactive Support

Sharable / Make it Easy

Support

Loyalty

Advocacy

Purchase

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How the Reverse Funnel Adds to All Drivers of CLTV

Support

Loyalty

Advocacy

Purchase

Acquisition

Retention

Aver. Revenue / Customer

Profitability

Customer Life Time Value

Have a Service Purpose / Vision

Deliver value from customer Point of View

Reinforce beliefs through associates

Organized to support

Good Artists Copy; Great Artists Steal - Picasso

Have a Service Vision / Purpose

Deliver value from the customer’s POV

Reinforce beliefs through associates

Organized to support

4Aligns day to day actions with Service Value Prop

4Defines & commits associates to what exceptional service is

4Empowers associates to act

4 Design goals and processes from the customer’s standpoint (working backwards from the customer

4 Focus on what’s important to them, not internal needs first

4Measure and incent on based on your vision and customer needs

4Fosters the expectation of living your vision

4Enables organization to “walk the talk”

4Puts associates in position to grow and win

How to Create an Awe-Inspiring Service Environment

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How B2B is Different – Top Funnel

Awareness

Consideration

Intent

Purchase

Time Relationship Thought Leadership Where

Tools Communities Groups

Being Found

Support May Start Before Purchase

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How B2B is Different – Flipped Funnel

Implementation sets the Stage

Creating the Customer Success Path (Happy Path)

VOC & Customer Advocates

Support

Loyalty

Advocacy

Purchase

Treat Your Customers As If They Were

Newspaper Reporters With A Flash Mob

Behind ThemTwitter: @mpace101

Sharing experiences and Q&A

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• Starbucks experience pic http://spinsucks.com/social-media/a-fantastic-starbucks-customer-experience-story/

• Funnel http://www.jaffejuice.com/flip-the-funnel/• www.socialquickstarter.com – Constant Contact

References

Twitter: @mpace101

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

Introductions