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Similar a Doing More with Less in Challenging Economic Times (20)
Doing More with Less in Challenging Economic Times
- 1. Doing More with Less in Challenging
Economic Times
Dr. Gary Edwards
Chief Customer Officer
October25, 2011
- 2. We believe that everyone deserves to love
where they work, shop and dine.
Customer Relationship Optimization
Page 2 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 3. Why Am I Here?
Does the
Experience
Really Matter?
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- 4. How’s the Economy?
Things Aren’t
Going Well…
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- 5. Deliver on Your Brand Promise
Three Ways
to Stand Out
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- 6. Happy Employees Make a Difference
Engagement
can be
Contagious…
Page 6 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 7. Turn Shopping into an Experience
An Escape
Worth Waiting
For…
Page 7 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 8. Shout it Out Loud
Tell it to the World!
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- 9. Don’t Believe Me?
http://www.empathica.com/about-us/management-team/gary-edwards/
Use the chat button in the corner
Let’s make this interactive
Page 9 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 12. Better Experience Helps the Bottom Line
Strong brand advocates
spend more 65%
57% of customers purchase
a product that was recommended
to them by a Sales Associate
http://www.empathica.com/consumer-insights/consumer-behavior-reports/
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- 13. But…
…few are able to
deliver a superior
customer
experience today…
http://www.empathica.com/consumer-insights/
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- 14. The Opportunity of a Changing Economy
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- 15. Tough Economic Conditions
http://www.empathica.com/consumer-insights/
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- 16. Let’s Make it… a Bigger Deal
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- 17. It’s the Experience
Differentiate with experience
Build an Emotional connection with customers
Provide an escape from the bad news
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- 18. Delivering on Your Brand Promise
Page 18 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 19. Three Pillars of a Brand Promise
Deliver the
best
Experience
BRAND
PROMISE
Word of Corporate
Mouth Culture
Page 19 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 20. The Path to Delivering
Customer
Experience
Employee
Advocacy
Engagement
Page 20 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 22. People Experience
Customer
Experience
EMPLOYEE
Advocacy
ENGAGEMENT
Page 22 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 23. A Greeting Card Store
• Greeting cards are a
commodity
• “I can buy a card
anywhere”
• An Experience that
transcends a $7 purchase
Page 23 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 24. Engaged Employees Create Emotion
• Employees are engaged
• They have to be…
• Emotional product
• Occasions all carry
emotional weight
• Employees who care
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- 25. Why Caring Matters
• Not just “Do you want fries with that?”
• Employees who care about customer needs
$598.08
140.00 $600.00
130.00 $430.71
120.04 $500.00
$379.54
120.00
$400.00
110.00
100.00 95.21 $300.00
90.00
$200.00
80.00 76.52
$100.00
70.00
60.00 $0.00
Neither Agree Nor Disagree Agree Strongly Agree
Overall Satisfaction
Projected # of Visits per Year ($) Projected Yearly Spend
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- 26. Basic Human Needs Haven’t Changed
An emotional connection to the brand is only possible
when basic needs are satisfied
SELF-ACTUALIZATION I love this place
ESTEEM I feel important here
SOCIAL A place where I belong
SAFETY I have the support I need
PHYSIOLOGICAL I am compensated for my work
Abraham Maslows Hierarchy of Needs
Page 26 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 27. Everyone is Slightly Different
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- 28. How to Keep Employees Engaged
Our research consistently demonstrates the importance of:
• Belief in opportunities for
Growth personal and career growth
• Positive relationships with
Relationship coworkers and management
• There is a common belief in
Pride brand and tribal values
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- 30. Product Experience
CUSTOMER
EXPERIENCE
Employee
Advocacy
Engagement
Page 30 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 31. The Pharmacy Experience
• Differentiate with the
product set
• Products can deliver a
targeted experience
Page 31 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 32. Listen to Customer Needs
• Emotions are not always logical or linear
I need milk, lipstick,
photos and pain killers…
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- 33. Building the Right Experience
The Drivers of the Drivers
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- 34. Experience Creates Perception
• The experience creates
perception
• Use this to your
advantage
• What is “Quality” ?
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- 35. Prescribe
Communicate The Opportunity
• Show current position through
evolution of stages
Define Success
• Share targets for graduation to the
next stage
Prescribe Action
• Update performance vs. the
benchmark
• Provide behavioral diagnostics
• Incorporate best practice guidance
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- 37. Share the Experience
Customer
Experience
Employee
ADVOCACY
Engagement
Page 37 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 38. Discount Retailers
• Emotion doesn’t mean luxury
• Even discount retailers can drive great advocacy
• Focus on experience, and leverage advocates
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- 39. Customers Are Talking…
“Found one item for me then when I asked
where shower curtains are - she TOOK me
there and showed them to me.“
“Made sure my glassware was wrapped so
that it wouldn't break. The cashier even put it
in a cardboard box. She didn't have to go to
that trouble.”
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- 40. …Everybody’s Listening
Social Media Adoption
75%of Facebook users ‘like’
between 2 and 10 brands
Source: Mashable Business
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- 41. Advocacy NOT Advertising
Paid
Advertising
13.5 X’s higher click rate than Facebook advertising
8.5 X’s higher click rate than Google/Yahoo advertising
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- 42. Three Pillars of a Brand Promise
Deliver the
best
Experience
BRAND
PROMISE
Word of Corporate
Mouth Culture
Page 42 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 43. We believe that everyone deserves to love
where they work, shop and dine.
Customer Relationship Optimization
Page 43 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved
- 44. Questions?
Download our Free Consumer Insights Study
www.empathica.com/consumer-insights/
Page 44 - 11/9/2011 ©2011 Proprietary & Confidential – All rights reserved