@WendySLea | #mxconf14
Adaptive Path MX
The CustomerExperience Obsession
Presented March 17, 2014
By Wendy Lea
Community that means business.
@WendySLea | #mxconf14
When do you think this was written?
~Cluetrain Manifesto, 2000
“Companies that don’t realize their markets are now:
• networked person-to-person, • getting smarter as a result, and • deeply joined in conversation,
are missing their best opportunity.”
2
@WendySLea | #mxconf14 3
But Why Now?
What is it that The Cluetrain Manifesto authors were on to? ?
@WendySLea | #mxconf14
The Customer Experience Obsession
4
@WendySLea | #mxconf14 5
~ Brian Vellmure, December 2013
“In a world where real time access to anyone or anything from anywhere is a possibility, customer experience may indeed be the last bastion of competitive advantage..”
Would you Believe that CX Moves Markets
@WendySLea | #mxconf14
Customers control the conversation in 2014
Only companies that aren’t afraid to engage with customers on their
terms will reap the rewards
6
@WendySLea | #mxconf14
Source: Forrester’s Top 15 Trends for Customer Service in 2013, January 14, 2013, Kate Leggett
#2 Self-serviceVoice is still #1 #3 is 1 to 1 channels
Community (24% increase)
Web Self-serve(12% increase)
Becoming the channel of last resort
7
The Shift Started with Service
@WendySLea | #mxconf14
Top Reasons Consumers Participate in a Branded Customer Community
Why? So they can get the best content
8
@WendySLea | #mxconf14
Social drives the shift to marketing, tooSocial Media is merely
a door into a Brand’s Customer Community
Customers show a strong preference for “Branded Customer Communities”
of participants show a preference for relevant content vetted by other
consumers
50%
of consumers have joined an internet
community based on a friend’s Facebook post
58%
Websites, not social networks, are the primary place
consumers go to make purchase decisions
of consumers use company website
to research products
81%
* 2012, Primary research conducted by the Incyte Group for Get Satisfaction
9
@WendySLea | #mxconf14
SALES INFLUENCED BY “EXPERT” CONTENT
ONE-TO-ONESUPPORT
PUSHMARKETING
SALES INFLUENCED BY “SOCIAL PROOF”
MANY-TO-MANYSUPPORT
CONTENTMARKETING
Shift From Company-centric Process
Shift To Customer-centric Process
10
Business Processes Have Had to Adapt
@WendySLea | #mxconf14
A new customer experience imperativeWhat we hear from companies implementing customer community today
11
“We are creating a customer-centric
business”
“Our customers provide the best
marketing content”
“I want to build a social brand”
“We want to differentiate based
on customer experience”
@WendySLea | #mxconf14
PotentialCustomers
Existing Customers
TheBrand
Help
Content
Service/Support
Loyalty Programs
Ads & BrandingW
ord-o
f
-Mouth
Promotions
BondBuy
Experience
Discover
Advocate Evaluate
Where can I buy it? Which version?
What’s the difference
between Brand X and Brand Y?
Why are all my friends talking about Brand X?
Here’s the best way
to set up the product
I wish the product had
more features
I love this product and here’s why!
Digital UX Can Drive the Whole ExperienceNever before have brands had the opportunity to design unified experiences around the
lifecycle
12
@WendySLea | #mxconf14
The Power of Customer Conversations
13
Conversations are the Key:
▸ Valuable – provide context,
meaning and resolution
▸ Discoverable – can be found
by customers.
▸ Long lasting – provide
benefit for more people over
time.
The Community Platform Must:
▸ Aggregate conversations to
encourage engagement
▸ Distribute conversations for
across the user experiences
▸ Provide tools for business
users to curate content and
manage people
@WendySLea | #mxconf14
Community as a UX Tool
• Create engagement that builds trust
• Provide mutual value for customers and the company
• Give customers a voice that unites your company
14
Community facilitates conversations that power user experiences to:
@WendySLea | #mxconf14
It starts with providing great serviceKoodo Mobile is Canada’s most recommended mobile company.
Their community:• Almost entirely self-sustains — 97% of activity comes from
customers
• Provides 99.6% of customers with self-service answers via search
• 12 Mobile Masters (Champions) spend more than 15 hours in the community each week assisting other customers
15
@WendySLea | #mxconf14
And leads to revenueWinner of the 2011 Best Customer Experience Award in the UK
Their Community• Product specific ‘word of
mouth’ content• Community drives discussions• Widgets throughout purchase flow
8%Drop in cart
abandonment
5%Gain in search
driven site traffic
63%Increase in first call resolution
rate
30%Decrease in 1:1
Interactions
16
@WendySLea | #mxconf14
With real-time customer insightsMakers of the popular Snagit and Camtasia software
Their Community: • Provides specific feedback in the
voice of the customer• Development teams engaged in
conversations• Faster time to market and costly
re-work is minimized
445KCommunity Members
$500KEstimated savings
1,200New Ideas Generated
17
@WendySLea | #mxconf14
Conversations as Customer Experience Driver
Online Customer Experience
Customer Acquisition
Content Marketing
Sales / eCommerce
Service / Support
Community
People Content
Customer Conversations
Business Processes -• CRM• MAP
• KM• BI
Complements -• Website UX• Social Listening
• Product UX• Word-of-Mouth
18
@WendySLea | #mxconf14
Time period: 2 hours
Time period: 7 hours
Act
ivit
y
Time period: 11+ months
Community Conversations are Long-lived
19
@WendySLea | #mxconf14
Community Conversations are Valuable
To be distributed anywhere in the customer experience (website) …
… or as part of a Facebook Brand Page experience
20
@WendySLea | #mxconf14
Community Conversations are DiscoverableMore than 50% of purchase research starts in Google
… community provides an opportunity for more content discovery.
21
@WendySLea | #mxconf14
Companies must realize …
• Customer conversations are the building blocks of relationships
• Relationships are the foundation of a differentiated customer experience
• Community is a UX tool for facilitating conversation and relationship
22
To realize the CX Obsession
@WendySLea | #mxconf14
Wendy Lea · Executive Chairman,
Get Satisfaction · @wendyslea
23
Community that means business.
Top Related