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Paige O’Neill Chief Marketing Officer

SDL

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Getting customers right starts

with knowing who they are

Perception

80% 8% :

Cost

Lost revenue due to poor

customer experience

Gain

The value of customer

loyalty to revenue

6

64% say customer experience is

more important than price

when deciding who gets their

business

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70% of customer complaints on

Twitter go unanswered

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In the Age of the

Customer, companies

MUST become

customer obsessed.

In the Age of the

Customer, companies

MUST become

customer obsessed. “

- Forrester Research, Inc., October 2013

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Most Important Factors In A Satisfying Customer Experience

• Competent customer service

• Great website experience

• Quick response times & deliveries

• Friendly, helpful attitude

Global Voice of the Customer Survey, SDL, 2014

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Globally unify brand

value experience

Contextually

optimized

experiences to all

touch points

Consistently deliver

targeted, hyper-

relevant experiences

Behaviors of Satisfied Customers

Deliver rich

poignant interactive

media experiences

Customer Satisfaction

Recommend

website

70% Return to

website

52% Purchase

offline

51% Purchase

next time

61% Purchase

online

63%

:-)

How do brands in the U.S.

rate in customer experience?

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70

72

74

76

78

80

2005 2006 2007 2008 2009 2010 2011 2012 2013

Overall Satisfaction Trend

13

90

14

76

15

1

Point

+1.05% market

share growth

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Baby Boomers

1946 - 1964

Generation X

1965 – 1980

Millennials

Generation Y

1981 - 1997

Larger than Baby Boomers

3X as large as Gen X

455 million globally

$2.5 trillion in global

purchasing power by 2015

Half have annual income of

$83k and quickly rising

Millennials

• Think you don’t know how to market them

• Accept that some personal information will be collected

• Want discounts and freebies for engagement

• Want to shop in their preferred language

5 Truths for Tomorrow’s

Marketer…

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Will likely ignore emails from unknown brands

47% Are “most likely” to engage if they have previously

done business with you

Show understanding by building context-driven campaigns

Be strategic about how you collect and use customer data

Focus on fostering relationships, not just tracking lead numbers

2/3 think you don’t know how to market to them

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40% of Millennials can identify digital

information tracked by companies

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7x More likely to give personal information to a trusted brand

46% Share their data if it means more relevant offers

Get to know your customers, then target messaging

Overhaul systems preventing personalization

Offer value in exchange for the data provided

62% Are worried about personal data being used for marketing

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Millennials touch their smartphones 43x per day

64% Expect the experience to be the same regardless of channel

Ensure experiences are consistent across channels

Create a complete view of customers by bridging silos

Track channel interactions so you can optimize

67% Interact with two devices each day

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46% Of Millennials are more likely to buy in their own language

32% Speak a non-English language at home

• Make language part of your strategic go-to-market planning

• Know what languages your customers prefer (and use them)

• Map the experience for each language and optimize

Would choose to buy a product if information was in

their language* 75%

*Can’t Read, Won’t Buy, Common Sense Advisory, 2014

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Engage with customers in real-time

Target social efforts in areas where content is frequently discovered

Rethink your email strategy

The majority of millennial content

discovery happens on social networks

Millennials average 6 pieces of shared content via

social media each day

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Tomorrow starts NOW www.sdl.com/five-truths