At the 2016 Astute Connect Customer Conference, I covered how brands and big companies can take inspiration from the startup world on innovation through customer service.

1. @DAVEKNOX

2. CMO,
ROCKFISH
@DAVEKNOX

3. Creative Best
Practices
Brand Readiness
and Planning
Customer
Team Support
Corporate
Brand Steward
Agency
Relationships
Marketer
MARKETING THEN

4. Creative
Best Practices
Brand Readiness
and Planning
Customer
Team Support
CorporateBrand Steward
Agency
Relationships
Technology
Relationships
Community
Management
Data and
Business
Rules
OrganizationInvestments Marketer
MARKETING NOW

5. SPEAKING OF CHANGE

6. GREAT COMPANIES STARTED IN ALL MARKETS

7. AND THE LEADERS CAN CHANGE QUICKLY

9. THE RISE OF CUSTOMER EXPERIENCE
70% of customers will
do business with you
again if you resolve
their complaints.
- Ruby Newell-Legner
By 2020, customer
experience will
overtake price and
product as the key
differentiator
- Walker Information
74% of companies
that create customer
experiences over-
perform on revenue
growth.
- Millward Brown

10. 10
Source: HBR, Managing your Innovation Portfolio
70%
20%
“Customer experience is
now the fifth marketing P
that needs to be managed
as purposely and carefully
as the others.”
- Lisa Macpherson SVP of Marketing
THE RISE OF CUSTOMER EXPERIENCE

11. 11
Source: HBR, Managing your Innovation Portfolio
70%
20%
IMPACT ON HALLMARK
“We had a very traditional 1-800 type
of model, yet the vast majority of our
feedback from consumers was coming
in indirectly through social channels
and that is where we needed to
address it. And yet we wanted to have
the same high quality, intimate
connection and feeling in that
relationship in social that we did when
we had someone on the phone. That’s
really led to a mindset that we’ve been
trying to nurture, that it’s not just social
media, it’s social business.”
- Lisa Macpherson
SVP of Marketing at Hallmark

12. NEW FOCUS ON CUSTOMER EXPERIENCE 12
Source: HBR, Managing your Innovation Portfolio
Ford Pass
Consumer
Experience
Forces
Evolution

15. INNOVATION VS DISRUPTION
“Disruption displaces an existing
market, industry or technology and
produces something new and more
efficient and worthwhile. It is at once
destructive and creative.”
—Clayton Christensen, Harvard Business School
15

16. Ironically technology companies
have increased human touch-
points between businesses and
their consumers, using it as a
competitive advantage against
more traditional business models

17. INCREASED HUMAN TOUCH POINTS 17
Source: HBR, Managing your Innovation Portfolio
70%
20%
CASPER MATTRESS
Ignoring
Industry
Norms

18. 18
Source: HBR, Managing your Innovation Portfolio
70%
20%
DOLLAR SHAVE CLUB
Admitting an
Industry is
Broken…
…and Offering a
Solution
INCREASED HUMAN TOUCH POINTS

19. 19
Source: HBR, Managing your Innovation Portfolio
70%
20%
UNDER ARMOUR
Community through Data
INCREASED HUMAN TOUCH POINTS

20. 20
Source: HBR, Managing your Innovation Portfolio
CHATID
Customer Service Through Partners
INCREASED HUMAN TOUCH POINTS

21. 21
Source: HBR, Managing your Innovation Portfolio
YOU EARNED IT
Employee to
Employee
Recognition
INCREASED HUMAN TOUCH POINTS

22. 22
Source: HBR, Managing your Innovation Portfolio
70%
20%
STITCH FIX
A Feeling of
Personalization
INCREASED HUMAN TOUCH POINTS

24. INNOVATION: SERVICE 24
Source: HBR, Managing your Innovation Portfolio
70%
20%
News of bad customer
service reaches more
than twice as many ears
as praise for a good
service experience.
Source: White House Office of Consumer Affairs

26. Startups use customer service as a
very proactive strategic advantage,
getting to know their customer at
first use, empowering their
consumers by asking for product
feedback, and staying connected
through multiple channels

27. 27INNOVATION: SERVICE
WUFOO
Take
Extraordinary
Measures To
Make Users
Happy

28. 28INNOVATION: SERVICE
BOND
Shortcut to
Extraordinary
Measures

29. INNOVATION: SERVICE 29
Source: HBR, Managing your Innovation Portfolio
HOTEL TONIGHT
24/7 Customer
Responses in
10 Minutes or
Less

30. INNOVATION: SERVICE 30
Source: HBR, Managing your Innovation Portfolio
MOPHIE @ SXSW
Consumer
Pain Point
Solved
Through
Service

31. INNOVATION: SERVICE 31
Source: HBR, Managing your Innovation Portfolio
OPERATOR
Service as the
Product

32. 32INNOVATION: SERVICE
X.AI
Service
Behind
The
Scenes

33. INNOVATION: SERVICE 33
Source: HBR, Managing your Innovation Portfolio
EVENTBRITE
Be able to tell
people things
they don't
want to hear
because you
represent the
customer's
voice.

35. “The sooner you stop fighting the
present, the sooner you can get to
work on figuring out the future.”
- @dhh
Creator of Ruby on Rails, Founder & CTO at Basecamp
…OR SAID DIFFERENTLY 35

36. dave.kno
x
@rockfishdigital.co
m
THANK YOU!
+1.513
658.0868 @davekno
x
hardknoxlife.com
rockfishdigital.co
m
36