No Pain Equals Gain: Creating the Ideal Customer Journey

Create an Ideal Customer JourneyNO PAIN EQUALS GAINTammy A. Beil

Alarm Capital Alliance

© 2015 by Honeywell International Inc. All rights reserved.

Speaker

Tammy A. Beil• Senior Vice President of Marketing,

Alarm Capital Alliance • [email protected]

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Customer Experience

5 Key Customer Experience Facts 1. 80% of U.S. consumers would pay more for a product or service

to ensure superior customer experience (Source: White House Office of Consumer Affairs)

2. 68% of businesses plan to increase their spending on customer experience (Source: Call Center Executive Priorities)

3. 44% of consumers consider customer loyalty to be a relic of the past (Source: Avaya and BT Research)

4. Shoppers use an average of 10.4 sources of information to make a purchase decision (Source: Google)

5. Referred customers deliver 16% higher lifetime value (Source: Wharton School of Business)

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The Customer Journey

About the Customer Journey• Begins well before the customer actually becomes a customer.

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Beginning the Customer Journey: Your Brand Message

• Branding Awareness- Attributes

• Messaging Platform- Know Your Audience- Is Your Message On Target?- Is It On Time?

• Value Proposition- Vs. Benefits- Tie It Back To Solutions

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There are many brand touchpoints throughout the customer journey.

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Blogging, PR, SEO,

Advertising

Website, Blog, Social

Media

Advocate

Introduction

Awareness

Education

Engagement

Purchase

Retain/Upgrade

Brand Ambassadors,

Blog



I’ve Got a Customer, Now What?• The journey does not end once they convert; this is where it begins! • How to treat your customer to create “advocacy”.

- Call Center- Service- Communications

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The Experience: Call Center

Call Center

• 78% of customers have already researched online before contacting you.

• 79% of customers actually think they know more about the issue than the customer service agent.

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Call Center

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Source: Avaya Consumer Preference Report



Call CenterThere is untapped potential in your call center—with your staff and infrastructure. To unlock it, you must:

• Measure efficiencies in your call center operation. • Identify areas of improvement without sacrificing the customer

experience. • Educate your staff. Staffing is the most expensive part of the

operation, so finding the ideal match between agent potential and education is critical.

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The Experience: Service

ServiceYou need to deliver a positive experience without sacrificing profitability—which requires balancing the needs of your customers with the realities of your business.

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Service• 99% of the time, service problems are a result of wiring and sensor

problems setting off alarms*:- Doors and windows- Motion- Glass breaking- Smoke and heat detectors

*www.alarmprofessor.net/pages/alarm-service-and-maintenance

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Service• Be creative:

How can you use your service to differentiate you?

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The Experience: Communications

The Age of the Social Consumer

• “A brand is no longer what we tell the consumer it is. It's what the consumers tell each other it is.”

Scott Cook, co-founder, Intuit

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The Experience: Social

What is Social Media?

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Consumer-to-Consumer (C2C)WOM Focused, Social

Brand-to-Consumer (B2C)Brand Focused, One Directional

BRAND

BRAND



How it Works• Social Media

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Social Activities Continue to Rise

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The Experience: Social18



What’s New?

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A Glance at the Social Future

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Let’s Get Social• Six Rules for Social Media Success1. Follow Your Head, Not the Herd2. Own It, Don’t Outsource It3. Get Out of the Silo, Get Into a Strategy4. Stop Dabbling, Commit5. Drop the Fluffy Metrics6. Don’t Campaign, Sustain

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The Experience: Online Reviews

Reputation Management• Local Presence

- Yelp!- Kudzu- Nextdoor- Google+- Angie’s List- Reputation.com- Local Online Communities

and Bulletin Boards

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The Experience: Online Reviews

Reputation Management• Negative Online Reviews:

- No one is perfect, negative reviews happen- Embrace these and view as an opportunity to make it right with the

customer in a public forum- Be timely and understanding, and resolve the matter professionally! - Remember, this is key intelligence on your business

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The Experience: Advocacy

Customer AdvocacyTHINK YOU’RE GOOD?

• 80% of company leaders think they provide an excellent experience to customers.

• Just 8% of those same companies’ customers agree.

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Bain & Company: Closing the delivery gap



Top 25 Companies Highest Rated in Customer Service

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Customer Advocacy

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THE POWER OF PROMOTERS

“How likely are you to refer us to a friend?”

This simple question often holds the key to measuring your customer experience and

focusing the company on creating advocates who help propel the growth of the company.



The Net Promoter Score and System

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How likely is it that you would recommend us to a friend or colleague?0 being "Not Likely at All" and 10 being "Extremely Likely".



Customer Advocacy

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THE FOLLOW-UP QUESTION

“What are the primary reasons for your rating?”

This request generates the insights you need to fix the things that are broken and to expand and promote the things that delight your customers – to improve the customer experience.


Customer Experience

7 Key Customer Experience Tips1. Keep the experience simple and easy2. Educate and communicate with your customers3. Quickly resolve the bumps in the road4. Personalize the customer experience5. Surprise and delight your customers6. Mobilize your experience7. Create the circle of trust for your customers

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Conclusion

By providing a memorable and remarkable customer experience, you enable your customer to develop into your customer advocate (best salesperson)!

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Questions & Answers

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Tammy A. Beil

Senior Vice President of [email protected]