SlideShare une entreprise Scribd logo
1  sur  51
Télécharger pour lire hors ligne
Return On
Experience
The insights and research that
show tangible business benefit
to good customer experience.
April 2014
WHY ARE WE ALL
TALKING ABOUT
EXPERIENCE?
Because things have changed…
Macro trends are driving the world
of experiences
Market Rules
are Changing
COMPETITIVE
MOMENTUM
Everything is
a Touchpoint
CHANNEL
UBIQUITY
Expectations
are everything
CONSUMER
EXPECATIONS
Dialogues &
Collaborations
SOCIAL
ENGAGEMENT
DO WHAT YOU SAY
The way we see it…
Say something
Say it loud
Say it well
Say it often
What you do…
How you act…
What they
experience…
matters more
than what you say
In today’s world,
the experience is
the brand.
A brand promise is worthless, if the
brand’s experience doesn’t deliver.
SO IS IT
A NICE TO HAVE
OR A SMART
BUSINESS
MOVE?
9
While they spend less,
Growth follows ‘verb’ brands
The Dollars And Sense Behind
Experience Optimization
According to Forrester, companies that continuously move
higher in their customer experience index scoring will see:
+ Increased revenue due to word of mouth: Incremental sales from positive word
of mouth can range from $2 million for investment firms to $176 million for airlines.
+ Reduction in churn, leading to improvements in revenue: Retained revenue
ranges from $30 million for investment firms to $1.7 billion for wireless providers.
+ Increased revenue thanks to incremental purchases of loyal customers:
The revenue benefit can range from a low of $39 million for consumer electronics
manufacturers to more than $1.3 billion for wireless service providers.
Consumers
value experience
agree (60% strongly) overall
experience is #1 factor in
whether they purchase a
product or service
say previous unique experience
is important (62% very
important) when choosing
brands to use in the future.
agree (44% strongly) they’d pay
more for a product or service if
they knew they’d have a unique
experience with that brand.
But, there
is a gap
agree that the experiences
they’ve actually had with
brands have been extremely
or very unique.
87% 26%
Previous unique
experience is
important to
future purchase
My past experiences
with brands have
been unique
VS
THAT’S SOME GAP
78% 26%
I’d pay more for a
unique experience
My past experiences
with brands have been
unique
VS
AGAIN THAT’S SOME GAP
Marketers
value experience
65%of APJ marketers believe that
a consistent and positive
experience helps distinguish
and differentiate their brand.
57%believe it helps retain
and monetise customers
How did customer experience
impact revenue?
Yet we also see the gap
SO WHY IS IT
HARD?
Experience gaps
What Is Holding Back the Customer Experience?
+ Operational structure and processes (38 percent)
+ Ability to customize and individualize (31 percent)
+ Having engaging and empowered employees (31 percent)
Because culture
shifts are not easy
AND IT NEEDS A
HERO
2
Customer Intimacy
1
Operational
Excellence
3
Product
Leadership
1. Value within price, quality
and convenience
2. Meets my needs, and I will
pay a premium
3. The latest thing
Customers and value disciplines
Net Promoter Score Does Not Equal
Net Promoter System
Frontline Activation
Prioritised improvements; persistent cultural values; daily action
Solid Analytics
The Eight Net Promoter Processes
1. Reliable Metric
Sort Customers, understand
competitive position
2. Loyalty Economics
Support high-quality cost-benefits
estimates
3. Root Cause
Data and processes to draw insights
that unlock action
4. Closed Loop
Enhance relationships through true
dialogue
5. Learning
Coaching, training, experimentation
6. Action
Individual, team, function, enterprise
7. Robust Operational Infrastructure
8. Leadership and Communication
How can you use
these insights to
shape a better
experience?
#1 BACK TO
BASICS
Customer experience 360: Brand experience report
Invite participation
Build around users
Inspire sharing
Create community
Add value
Experience principles
# 2 CHANGE YOUR
TOOLKIT
To manage experiences, we need
new brand tools.
How does your
brand behave
on Twitter?
SOCIAL MEDIA
PHRASEBOOK
How do you activate your
brand with new partners?
PARTNERSHIP
PLAYBOOK
What makes your propriety
event truly yours?
EXPERIENCE
DEFINITION
Why would someone
co-crate something
with you?
ENGAGEMENT
PLATFORM
How do you create social
currency? Why do they talk
about you?
ENGAGEMENT
PLATFORM
How does your brand
behave differently across
global cultures?
GLOBAL
EXPERIENCE
PLAYBOOK
Is every employee at every
level embodying the brand?
EXPERIENCE
TRAINING
BOOTCAMP
As you stop messaging and
start engaging, does your
team have the skills?
EXPERIENCE
TRAINING
BOOTCAMP
# 3 LOOK AT WHAT
CONNECTS YOU
Customer experience 360: Brand experience report
So you need to get
under the hood of what
the whole experience
looks like
20%of surveyed marketers
are planning to map their
customer experience.
48%have not.
Map the Experience
Discovery Experience
How do I learn about your brand? How do you market?
Shopping Experience*
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
Customer Experience*
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?
#4 LISTEN
56%feel they have the technologies
and platforms to listen.
11% of surveyed marketers
are satisfied with their company’s
ability to listen and respond.
That’s
another
gap
75%of marketers use their websites
to broadcast messages.
53%use these sites to listen.
The channels of communication
have changed
47% use call or contact centers
45% head to in-store locations
37% are turning to social media
28% will email
Only 14% will call corporate or sales directly
Only 1% send commentary or messages via traditional mail
#5 PEOPLE AS
EXPERIENCE
DRIVERS
#6 MAKE IT
MATTER
Rather than being
an afterthought,
elevate experiences
to a strategic asset.
+ Strategically defining the experience
created by a brand
+ Expressly articulating the qualities and
characteristics of appropriate brand behaviours
+ Managing, auditing and refining experiences
as critical brand expressions
+ Aligning all actions and touchpoints
with this strategic platform
#1 Back to basics
#2 Change your toolkit
#3 Look at what connects you
#4 Listen
#5 People as experience drivers
#6 Make it matter
Thank you
Helen Graney
Managing Director
02 8231 4565
Helen.graney@jackmorton.com.au

Contenu connexe

Tendances

50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning SalonJulian Cole
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 
Customer Experience and Loyalty
Customer Experience and LoyaltyCustomer Experience and Loyalty
Customer Experience and LoyaltyEpsilon Marketing
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
 
A roadmap to omnichannel championship
A roadmap to omnichannel championshipA roadmap to omnichannel championship
A roadmap to omnichannel championshipOpenbravo
 
How to build a brilliant brand voice
How to build a brilliant brand voiceHow to build a brilliant brand voice
How to build a brilliant brand voiceLauren Pope
 
Open Loyalty - Open Source for Loyalty Programs - Product Tour
Open Loyalty - Open Source for Loyalty Programs - Product TourOpen Loyalty - Open Source for Loyalty Programs - Product Tour
Open Loyalty - Open Source for Loyalty Programs - Product TourDivante
 
Netflix Digital Strategy
Netflix Digital StrategyNetflix Digital Strategy
Netflix Digital StrategyVCCP
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Liquid Agency
 
The Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierThe Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierGRECO Consulting
 
How to define your brand positioning
How to define your brand positioningHow to define your brand positioning
How to define your brand positioningBeloved Brands Inc.
 
Mapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey mapsMapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
 
Martini f13 pitch document
Martini f13 pitch documentMartini f13 pitch document
Martini f13 pitch documentNick Cunningham
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 
Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...Diana Sherling
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Julian Cole
 
Numbers every marketer should know
Numbers every marketer should knowNumbers every marketer should know
Numbers every marketer should knowluciantrestler
 
Brand Storytelling
Brand StorytellingBrand Storytelling
Brand StorytellingRock & Bloom
 

Tendances (20)

Creating a brand strategy
Creating a brand strategyCreating a brand strategy
Creating a brand strategy
 
50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Customer Experience and Loyalty
Customer Experience and LoyaltyCustomer Experience and Loyalty
Customer Experience and Loyalty
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purpose
 
A roadmap to omnichannel championship
A roadmap to omnichannel championshipA roadmap to omnichannel championship
A roadmap to omnichannel championship
 
How to build a brilliant brand voice
How to build a brilliant brand voiceHow to build a brilliant brand voice
How to build a brilliant brand voice
 
Open Loyalty - Open Source for Loyalty Programs - Product Tour
Open Loyalty - Open Source for Loyalty Programs - Product TourOpen Loyalty - Open Source for Loyalty Programs - Product Tour
Open Loyalty - Open Source for Loyalty Programs - Product Tour
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
Netflix Digital Strategy
Netflix Digital StrategyNetflix Digital Strategy
Netflix Digital Strategy
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
 
The Brand Gap by Marty Neumeier
The Brand Gap by Marty NeumeierThe Brand Gap by Marty Neumeier
The Brand Gap by Marty Neumeier
 
How to define your brand positioning
How to define your brand positioningHow to define your brand positioning
How to define your brand positioning
 
Mapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey mapsMapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey maps
 
Martini f13 pitch document
Martini f13 pitch documentMartini f13 pitch document
Martini f13 pitch document
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startups
 
Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014
 
Numbers every marketer should know
Numbers every marketer should knowNumbers every marketer should know
Numbers every marketer should know
 
Brand Storytelling
Brand StorytellingBrand Storytelling
Brand Storytelling
 

En vedette

The four changes in IT because of digital technology
The four changes in IT because of digital technologyThe four changes in IT because of digital technology
The four changes in IT because of digital technologyMike Shaw
 
How EdGE Networks AI-Fied their Product
How EdGE Networks AI-Fied their ProductHow EdGE Networks AI-Fied their Product
How EdGE Networks AI-Fied their ProductEdGE NetWorks
 
What does Digital Disruption look like?
What does Digital Disruption look like?What does Digital Disruption look like?
What does Digital Disruption look like?Mike Shaw
 
Digital Disruption in the Workplace
Digital Disruption in the WorkplaceDigital Disruption in the Workplace
Digital Disruption in the WorkplaceCushman & Wakefield
 
New-age HR in times of massive digitization
New-age HR in times of massive digitizationNew-age HR in times of massive digitization
New-age HR in times of massive digitizationEdGE NetWorks
 
Service Design Thinking
Service Design ThinkingService Design Thinking
Service Design ThinkingMarc Stickdorn
 
UX design, service design and design thinking
UX design, service design and design thinkingUX design, service design and design thinking
UX design, service design and design thinkingSylvain Cottong
 
Crash Course Design Thinking - by @arnoutsmeets
Crash Course Design Thinking - by @arnoutsmeetsCrash Course Design Thinking - by @arnoutsmeets
Crash Course Design Thinking - by @arnoutsmeetsBoard of Innovation
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - BootcampJan Schmiedgen
 
Design Thinking: Finding Problems Worth Solving In Health
Design Thinking: Finding Problems Worth Solving In HealthDesign Thinking: Finding Problems Worth Solving In Health
Design Thinking: Finding Problems Worth Solving In HealthAdam Connor
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design ThinkingPieter Baert
 

En vedette (12)

The four changes in IT because of digital technology
The four changes in IT because of digital technologyThe four changes in IT because of digital technology
The four changes in IT because of digital technology
 
How EdGE Networks AI-Fied their Product
How EdGE Networks AI-Fied their ProductHow EdGE Networks AI-Fied their Product
How EdGE Networks AI-Fied their Product
 
What does Digital Disruption look like?
What does Digital Disruption look like?What does Digital Disruption look like?
What does Digital Disruption look like?
 
Digital Disruption in the Workplace
Digital Disruption in the WorkplaceDigital Disruption in the Workplace
Digital Disruption in the Workplace
 
New-age HR in times of massive digitization
New-age HR in times of massive digitizationNew-age HR in times of massive digitization
New-age HR in times of massive digitization
 
Design Thinking Method Cards
Design Thinking Method CardsDesign Thinking Method Cards
Design Thinking Method Cards
 
Service Design Thinking
Service Design ThinkingService Design Thinking
Service Design Thinking
 
UX design, service design and design thinking
UX design, service design and design thinkingUX design, service design and design thinking
UX design, service design and design thinking
 
Crash Course Design Thinking - by @arnoutsmeets
Crash Course Design Thinking - by @arnoutsmeetsCrash Course Design Thinking - by @arnoutsmeets
Crash Course Design Thinking - by @arnoutsmeets
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
 
Design Thinking: Finding Problems Worth Solving In Health
Design Thinking: Finding Problems Worth Solving In HealthDesign Thinking: Finding Problems Worth Solving In Health
Design Thinking: Finding Problems Worth Solving In Health
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design Thinking
 

Similaire à Customer experience 360: Brand experience report

The Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy ConnectionThe Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy Connection Influitive
 
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...Acquia
 
How “associate-first” learning drives more sales and satisfaction
How “associate-first” learning drives more sales and satisfactionHow “associate-first” learning drives more sales and satisfaction
How “associate-first” learning drives more sales and satisfactionAxonify
 
10 Ways to Achieve Your Top Sales Priorities
10 Ways to Achieve Your Top Sales Priorities10 Ways to Achieve Your Top Sales Priorities
10 Ways to Achieve Your Top Sales PrioritiesRAIN Group
 
B2B Customer Experience Benchmark Report 2016
B2B Customer Experience Benchmark Report 2016B2B Customer Experience Benchmark Report 2016
B2B Customer Experience Benchmark Report 2016Kapost
 
Measuring cx roi with social media deck 787-f
Measuring cx roi with social media   deck 787-fMeasuring cx roi with social media   deck 787-f
Measuring cx roi with social media deck 787-fGideon Ale
 
Measuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social mediaMeasuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social mediaMichael Wolfe
 
Ama 2014 conf. cust experience tutorial 2.0
Ama 2014 conf. cust experience tutorial 2.0Ama 2014 conf. cust experience tutorial 2.0
Ama 2014 conf. cust experience tutorial 2.0test_vikash
 
2014 Annual Conference Inspired Marketing
2014 Annual Conference Inspired Marketing2014 Annual Conference Inspired Marketing
2014 Annual Conference Inspired MarketingFullSurge
 
The Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for StartupsThe Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
 
Marketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive TransformationMarketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
 
Michael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingMichael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingAMASanDiego
 
Driving cultural changes to improve Customer Experience
Driving cultural changes to improve Customer Experience Driving cultural changes to improve Customer Experience
Driving cultural changes to improve Customer Experience Christopher Brooks
 
Customer Strategy Ecosystem
Customer Strategy Ecosystem Customer Strategy Ecosystem
Customer Strategy Ecosystem Adrian Campanelli
 
Marketing for Small Business
Marketing for Small BusinessMarketing for Small Business
Marketing for Small BusinessTwoCents Group
 
Cordialism: Africa HR Summit
Cordialism: Africa HR SummitCordialism: Africa HR Summit
Cordialism: Africa HR SummitErik Vermeulen
 
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...The Economist Group's Marketing Unbound
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Emily Millard Murphy
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Aggregage
 
An Experience Worth Raving About
An Experience Worth Raving AboutAn Experience Worth Raving About
An Experience Worth Raving AboutB2B Marketing
 

Similaire à Customer experience 360: Brand experience report (20)

The Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy ConnectionThe Customer Experience / Customer Advocacy Connection
The Customer Experience / Customer Advocacy Connection
 
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...
Marketing Freakonomics: When Marketing Objectives and Customer Expectations D...
 
How “associate-first” learning drives more sales and satisfaction
How “associate-first” learning drives more sales and satisfactionHow “associate-first” learning drives more sales and satisfaction
How “associate-first” learning drives more sales and satisfaction
 
10 Ways to Achieve Your Top Sales Priorities
10 Ways to Achieve Your Top Sales Priorities10 Ways to Achieve Your Top Sales Priorities
10 Ways to Achieve Your Top Sales Priorities
 
B2B Customer Experience Benchmark Report 2016
B2B Customer Experience Benchmark Report 2016B2B Customer Experience Benchmark Report 2016
B2B Customer Experience Benchmark Report 2016
 
Measuring cx roi with social media deck 787-f
Measuring cx roi with social media   deck 787-fMeasuring cx roi with social media   deck 787-f
Measuring cx roi with social media deck 787-f
 
Measuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social mediaMeasuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social media
 
Ama 2014 conf. cust experience tutorial 2.0
Ama 2014 conf. cust experience tutorial 2.0Ama 2014 conf. cust experience tutorial 2.0
Ama 2014 conf. cust experience tutorial 2.0
 
2014 Annual Conference Inspired Marketing
2014 Annual Conference Inspired Marketing2014 Annual Conference Inspired Marketing
2014 Annual Conference Inspired Marketing
 
The Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for StartupsThe Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for Startups
 
Marketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive TransformationMarketing Revealed: How Retail and Digital Marketers Drive Transformation
Marketing Revealed: How Retail and Digital Marketers Drive Transformation
 
Michael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in MarketingMichael Farrington - Staying Relevant in Marketing
Michael Farrington - Staying Relevant in Marketing
 
Driving cultural changes to improve Customer Experience
Driving cultural changes to improve Customer Experience Driving cultural changes to improve Customer Experience
Driving cultural changes to improve Customer Experience
 
Customer Strategy Ecosystem
Customer Strategy Ecosystem Customer Strategy Ecosystem
Customer Strategy Ecosystem
 
Marketing for Small Business
Marketing for Small BusinessMarketing for Small Business
Marketing for Small Business
 
Cordialism: Africa HR Summit
Cordialism: Africa HR SummitCordialism: Africa HR Summit
Cordialism: Africa HR Summit
 
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
An Experience Worth Raving About
An Experience Worth Raving AboutAn Experience Worth Raving About
An Experience Worth Raving About
 

Plus de Jack Morton Worldwide

Best practices for technology at events
Best practices for technology at eventsBest practices for technology at events
Best practices for technology at eventsJack Morton Worldwide
 
Brand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible ideaBrand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible ideaJack Morton Worldwide
 
How pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growthHow pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growthJack Morton Worldwide
 
Big data and the need for better consumer insights
Big data and the need for better consumer insightsBig data and the need for better consumer insights
Big data and the need for better consumer insightsJack Morton Worldwide
 
4 best practices for corporate meetings
4 best practices for corporate meetings4 best practices for corporate meetings
4 best practices for corporate meetingsJack Morton Worldwide
 
Insights on brand experience and creativity
Insights on brand experience and creativityInsights on brand experience and creativity
Insights on brand experience and creativityJack Morton Worldwide
 
Brand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsBrand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsJack Morton Worldwide
 
How pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experienceHow pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experienceJack Morton Worldwide
 
Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015Jack Morton Worldwide
 
Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Jack Morton Worldwide
 
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersConsumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersJack Morton Worldwide
 
Apps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagementApps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagementJack Morton Worldwide
 
Employee engagement research and best practices
Employee engagement research and best practicesEmployee engagement research and best practices
Employee engagement research and best practicesJack Morton Worldwide
 
Experience design best practices: Sensory marketing
Experience design best practices: Sensory marketingExperience design best practices: Sensory marketing
Experience design best practices: Sensory marketingJack Morton Worldwide
 

Plus de Jack Morton Worldwide (20)

NRF 2019 in review
NRF 2019 in reviewNRF 2019 in review
NRF 2019 in review
 
CES 2019 in review
CES 2019 in reviewCES 2019 in review
CES 2019 in review
 
Best practices for technology at events
Best practices for technology at eventsBest practices for technology at events
Best practices for technology at events
 
Brand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible ideaBrand building trends | Why human brands are a terrible idea
Brand building trends | Why human brands are a terrible idea
 
How pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growthHow pharma and healthcare brands can engage consumers in order to drive growth
How pharma and healthcare brands can engage consumers in order to drive growth
 
Big data and the need for better consumer insights
Big data and the need for better consumer insightsBig data and the need for better consumer insights
Big data and the need for better consumer insights
 
4 best practices for corporate meetings
4 best practices for corporate meetings4 best practices for corporate meetings
4 best practices for corporate meetings
 
Trade show booth ideas
Trade show booth ideasTrade show booth ideas
Trade show booth ideas
 
Event marketing strategies
Event marketing strategiesEvent marketing strategies
Event marketing strategies
 
Insights on brand experience and creativity
Insights on brand experience and creativityInsights on brand experience and creativity
Insights on brand experience and creativity
 
Brand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insightsBrand experience ideas based on sensory branding insights
Brand experience ideas based on sensory branding insights
 
How pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experienceHow pharma and healthcare brands can improve their customer experience
How pharma and healthcare brands can improve their customer experience
 
Content marketing best practices
Content marketing best practicesContent marketing best practices
Content marketing best practices
 
Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015Trade show exhibitor tips: Lessons from Mobile Congress 2015
Trade show exhibitor tips: Lessons from Mobile Congress 2015
 
Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014
 
Brand experience media planning
Brand experience media planningBrand experience media planning
Brand experience media planning
 
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersConsumer Electronics Show (CES) 2015 marketing trends for brands and marketers
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers
 
Apps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagementApps@work: Creating mobile apps to drive employee engagement
Apps@work: Creating mobile apps to drive employee engagement
 
Employee engagement research and best practices
Employee engagement research and best practicesEmployee engagement research and best practices
Employee engagement research and best practices
 
Experience design best practices: Sensory marketing
Experience design best practices: Sensory marketingExperience design best practices: Sensory marketing
Experience design best practices: Sensory marketing
 

Dernier

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 

Dernier (20)

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 

Customer experience 360: Brand experience report

  • 1. Return On Experience The insights and research that show tangible business benefit to good customer experience. April 2014
  • 2. WHY ARE WE ALL TALKING ABOUT EXPERIENCE?
  • 3. Because things have changed…
  • 4. Macro trends are driving the world of experiences Market Rules are Changing COMPETITIVE MOMENTUM Everything is a Touchpoint CHANNEL UBIQUITY Expectations are everything CONSUMER EXPECATIONS Dialogues & Collaborations SOCIAL ENGAGEMENT
  • 6. The way we see it… Say something Say it loud Say it well Say it often What you do… How you act… What they experience… matters more than what you say
  • 7. In today’s world, the experience is the brand. A brand promise is worthless, if the brand’s experience doesn’t deliver.
  • 8. SO IS IT A NICE TO HAVE OR A SMART BUSINESS MOVE?
  • 9. 9 While they spend less, Growth follows ‘verb’ brands
  • 10. The Dollars And Sense Behind Experience Optimization According to Forrester, companies that continuously move higher in their customer experience index scoring will see: + Increased revenue due to word of mouth: Incremental sales from positive word of mouth can range from $2 million for investment firms to $176 million for airlines. + Reduction in churn, leading to improvements in revenue: Retained revenue ranges from $30 million for investment firms to $1.7 billion for wireless providers. + Increased revenue thanks to incremental purchases of loyal customers: The revenue benefit can range from a low of $39 million for consumer electronics manufacturers to more than $1.3 billion for wireless service providers.
  • 12. agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service
  • 13. say previous unique experience is important (62% very important) when choosing brands to use in the future.
  • 14. agree (44% strongly) they’d pay more for a product or service if they knew they’d have a unique experience with that brand.
  • 16. agree that the experiences they’ve actually had with brands have been extremely or very unique.
  • 17. 87% 26% Previous unique experience is important to future purchase My past experiences with brands have been unique VS THAT’S SOME GAP
  • 18. 78% 26% I’d pay more for a unique experience My past experiences with brands have been unique VS AGAIN THAT’S SOME GAP
  • 20. 65%of APJ marketers believe that a consistent and positive experience helps distinguish and differentiate their brand.
  • 21. 57%believe it helps retain and monetise customers
  • 22. How did customer experience impact revenue?
  • 23. Yet we also see the gap
  • 24. SO WHY IS IT HARD?
  • 25. Experience gaps What Is Holding Back the Customer Experience? + Operational structure and processes (38 percent) + Ability to customize and individualize (31 percent) + Having engaging and empowered employees (31 percent)
  • 27. AND IT NEEDS A HERO
  • 28. 2 Customer Intimacy 1 Operational Excellence 3 Product Leadership 1. Value within price, quality and convenience 2. Meets my needs, and I will pay a premium 3. The latest thing Customers and value disciplines
  • 29. Net Promoter Score Does Not Equal Net Promoter System Frontline Activation Prioritised improvements; persistent cultural values; daily action Solid Analytics The Eight Net Promoter Processes 1. Reliable Metric Sort Customers, understand competitive position 2. Loyalty Economics Support high-quality cost-benefits estimates 3. Root Cause Data and processes to draw insights that unlock action 4. Closed Loop Enhance relationships through true dialogue 5. Learning Coaching, training, experimentation 6. Action Individual, team, function, enterprise 7. Robust Operational Infrastructure 8. Leadership and Communication
  • 30. How can you use these insights to shape a better experience?
  • 33. Invite participation Build around users Inspire sharing Create community Add value Experience principles
  • 34. # 2 CHANGE YOUR TOOLKIT
  • 35. To manage experiences, we need new brand tools. How does your brand behave on Twitter? SOCIAL MEDIA PHRASEBOOK How do you activate your brand with new partners? PARTNERSHIP PLAYBOOK What makes your propriety event truly yours? EXPERIENCE DEFINITION Why would someone co-crate something with you? ENGAGEMENT PLATFORM How do you create social currency? Why do they talk about you? ENGAGEMENT PLATFORM How does your brand behave differently across global cultures? GLOBAL EXPERIENCE PLAYBOOK Is every employee at every level embodying the brand? EXPERIENCE TRAINING BOOTCAMP As you stop messaging and start engaging, does your team have the skills? EXPERIENCE TRAINING BOOTCAMP
  • 36. # 3 LOOK AT WHAT CONNECTS YOU
  • 38. So you need to get under the hood of what the whole experience looks like
  • 39. 20%of surveyed marketers are planning to map their customer experience. 48%have not.
  • 40. Map the Experience Discovery Experience How do I learn about your brand? How do you market? Shopping Experience* What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? Customer Experience* How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand?
  • 42. 56%feel they have the technologies and platforms to listen. 11% of surveyed marketers are satisfied with their company’s ability to listen and respond.
  • 44. 75%of marketers use their websites to broadcast messages. 53%use these sites to listen.
  • 45. The channels of communication have changed 47% use call or contact centers 45% head to in-store locations 37% are turning to social media 28% will email Only 14% will call corporate or sales directly Only 1% send commentary or messages via traditional mail
  • 48. Rather than being an afterthought, elevate experiences to a strategic asset.
  • 49. + Strategically defining the experience created by a brand + Expressly articulating the qualities and characteristics of appropriate brand behaviours + Managing, auditing and refining experiences as critical brand expressions + Aligning all actions and touchpoints with this strategic platform
  • 50. #1 Back to basics #2 Change your toolkit #3 Look at what connects you #4 Listen #5 People as experience drivers #6 Make it matter
  • 51. Thank you Helen Graney Managing Director 02 8231 4565 Helen.graney@jackmorton.com.au