No Pain Equals Gain: Creating the Ideal Customer Journey
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An enjoyable customer experience will build trust, turn customers into advocates and earn you both return business and new referrals. Learn to make a great first impression (and keep it going), identify customer pain points (and eliminate them), and solicit ongoing feedback.
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No Pain Equals Gain: Creating the Ideal Customer Journey
- 1. Create an Ideal Customer Journey NO PAIN EQUALS GAINTammy A. Beil Alarm Capital Alliance
- 2. © 2015 by Honeywell International Inc. All rights reserved. Speaker Tammy A. Beil • Senior Vice President of Marketing, Alarm Capital Alliance • tammy.beil@alarmcapital.com 1
- 3. © 2015 by Honeywell International Inc. All rights reserved. Customer Experience 5 Key Customer Experience Facts 1. 80% of U.S. consumers would pay more for a product or service to ensure superior customer experience (Source: White House Office of Consumer Affairs) 2. 68% of businesses plan to increase their spending on customer experience (Source: Call Center Executive Priorities) 3. 44% of consumers consider customer loyalty to be a relic of the past (Source: Avaya and BT Research) 4. Shoppers use an average of 10.4 sources of information to make a purchase decision (Source: Google) 5. Referred customers deliver 16% higher lifetime value (Source: Wharton School of Business) 2
- 4. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey About the Customer Journey • Begins well before the customer actually becomes a customer. 3
- 5. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey Beginning the Customer Journey: Your Brand Message • Branding Awareness - Attributes • Messaging Platform - Know Your Audience - Is Your Message On Target? - Is It On Time? • Value Proposition - Vs. Benefits - Tie It Back To Solutions 4
- 6. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey There are many brand touchpoints throughout the customer journey. 5 Blogging, PR, SEO, Advertising Website, Blog, Social Media Advocate Introduction Awareness Education Engagement Purchase Retain/ Upgrade Brand Ambassadors, Blog
- 7. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey I’ve Got a Customer, Now What? • The journey does not end once they convert; this is where it begins! • How to treat your customer to create “advocacy”. - Call Center - Service - Communications 6
- 8. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Call Center Call Center • 78%of customers have already researched online before contacting you. • 79% of customers actually think they know more about the issue than the customer service agent. 7
- 9. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Call Center Call Center 8 Source: Avaya Consumer Preference Report
- 10. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Call Center Call Center There is untapped potential in your call center—with your staff and infrastructure. To unlock it, you must: • Measure efficiencies in your call center operation. • Identify areas of improvement without sacrificing the customer experience. • Educate your staff. Staffing is the most expensive part of the operation, so finding the ideal match between agent potential and education is critical. 9
- 11. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Service Service You need to deliver a positive experience without sacrificing profitability—which requires balancing the needs of your customers with the realities of your business. 10
- 12. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Service Service • 99% of the time, service problems are a result of wiring and sensor problems setting off alarms*: - Doors and windows - Motion - Glass breaking - Smoke and heat detectors *www.alarmprofessor.net/pages/alarm-service-and-maintenance 11
- 13. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Service Service • Be creative: How can you use your service to differentiate you? 12
- 14. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Communications The Age of the Social Consumer • “A brand is no longer what we tell the consumer it is. It's what the consumers tell each other it is.” Scott Cook, co-founder, Intuit 13
- 15. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social What is Social Media? 14 Consumer-to-Consumer (C2C) WOM Focused, Social Brand-to-Consumer (B2C) Brand Focused, One Directional BRAND BRAND
- 16. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social How it Works • Social Media 15
- 17. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social Social Activities Continue to Rise 16
- 18. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social 17
- 19. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social What’s New? 18
- 20. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social A Glance at the Social Future 19
- 21. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Social Let’s Get Social • Six Rules for Social Media Success 1. Follow Your Head, Not the Herd 2. Own It, Don’t Outsource It 3. Get Out of the Silo, Get Into a Strategy 4. Stop Dabbling, Commit 5. Drop the Fluffy Metrics 6. Don’t Campaign, Sustain 20
- 22. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Online Reviews Reputation Management • Local Presence - Yelp! - Kudzu - Nextdoor - Google+ - Angie’s List - Reputation.com - Local Online Communities and Bulletin Boards 21
- 23. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Online Reviews Reputation Management • Negative Online Reviews: - No one is perfect, negative reviews happen - Embrace these and view as an opportunity to make it right with the customer in a public forum - Be timely and understanding, and resolve the matter professionally! - Remember, this is key intelligence on your business 22
- 24. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Customer Advocacy THINK YOU’RE GOOD? • 80% of company leaders think they provide an excellent experience to customers. • Just 8% of those same companies’ customers agree. 23 Bain & Company: Closing the delivery gap
- 25. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Top 25 Companies Highest Rated in Customer Service 24
- 26. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Customer Advocacy 25 THE POWER OF PROMOTERS “How likely are you to refer us to a friend?” This simple question often holds the key to measuring your customer experience and focusing the company on creating advocates who help propel the growth of the company.
- 27. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy The Net Promoter Score and System 26 How likely is it that you would recommend us to a friend or colleague? 0 being "Not Likely at All" and 10 being "Extremely Likely".
- 28. © 2015 by Honeywell International Inc. All rights reserved. The Experience: Advocacy Customer Advocacy 27 THE FOLLOW-UP QUESTION “What are the primary reasons for your rating?” This request generates the insights you need to fix the things that are broken and to expand and promote the things that delight your customers – to improve the customer experience.
- 29. © 2015 by Honeywell International Inc. All rights reserved. Customer Experience 7 Key Customer Experience Tips 1. Keep the experience simple and easy 2. Educate and communicate with your customers 3. Quickly resolve the bumps in the road 4. Personalize the customer experience 5. Surprise and delight your customers 6. Mobilize your experience 7. Create the circle of trust for your customers 28
- 30. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey Conclusion By providing a memorable and remarkable customer experience, you enable your customer to develop into your customer advocate (best salesperson)! 29
- 31. © 2015 by Honeywell International Inc. All rights reserved. The Customer Journey Questions & Answers 30 Tammy A. Beil Senior Vice President of Marketing tammy.beil@alarmcapital.com
Editor's Notes
- Branding and consistency – easy to do Know what you stand for. Reliable, trustworthy, state-of-the-art, fast. Brands people know well – BMW –driving machine, Volvo, safety, McDonalds, French Fries – Website What is your primary message—how is it “branded”….“Based on the condition of your website, would you buy from you?” Messaging Platform – FedEx example Are you saying the right thing, to the right people, at the right time. Value props vs. benefit statements. Especially with products there is a tendency to list features and benefits but not the value. Example: MeMa Mates example. Small sample but very powerful in what he was asking for direction in wording e.g. lazy vs. other verbiage. It’s not about what do you want to say . . . It’s about what they want to hear? What are the trigger points for investigating? What are the things that make them take action? Need transition statement to Customer Advocacy.
- Communicating with a suspect and a prospect by adding value well before they begin to think about purchasing is a key to building trust. That way, when they are ready to buy, you’re the first one they think of…
- Branding and consistency – easy to do Know what you stand for. Reliable, trustworthy, state-of-the-art, fast. Brands people know well – BMW –driving machine, Volvo, safety, McDonalds, French Fries – Website What is your primary message—how is it “branded”….“Based on the condition of your website, would you buy from you?” Messaging Platform – FedEx example Are you saying the right thing, to the right people, at the right time. Value props vs. benefit statements. Especially with products there is a tendency to list features and benefits but not the value. Example: MeMa Mates example. Small sample but very powerful in what he was asking for direction in wording e.g. lazy vs. other verbiage. It’s not about what do you want to say . . . It’s about what they want to hear? What are the trigger points for investigating? What are the things that make them take action? Need transition statement to Customer Advocacy.
- The interactions include those you can control (your website, your blog, your emails) and those you cannot control (reviews, comments, and tweets). Therefore, the more ways you can monitor and measure their experience and create opportunities to help customers with critical steps in the buying decision, the better.
- New market entrants (cable/telco providers) have one thing in common: poor customer service. While the products in the industry are the same, the point of differentiation is at a customer service level. It is much easier for small-to-medium size alarm businesses to provide exceptional, timely service than the conglomerates entering the market. By banding together on providing stellar customer service, you assure your company a sustainable share of the marketplace as the industry moves forward.
- But you need to understand how sophisticated your customer is….they will have lots and lots of information from your (and other) websites by the time they contact you by phone.
- WHAT CUSTOMERS WANT WHEN THEY CALL: Common Sense would suggest (and survey results prove) that quickly connecting with an agent and prompt issue resolution are the two largest factors that customers care about followed by interaction with a real person, the ability to resolve their situation and that the agent is based in their country of origin.
- So you need to begin by reviewing your service infrastructure—when customers call in are they waiting on hold or being transferred multiple times? Three key areas are to look at your infrastructure are: to make sure calls are being answered in a timely fashion, listen to your recordings to identify areas for improvement and finally TRAIN YOUR STAFF on an ongoing basis. If your agents can answer key questions by phone, you not only have a happy customer, but you’ve saved a lot of money by preventing truck rolls!
- It would be easy to create a fabulous customer service experience if you had an unlimited budget. The fact is that you don’t—but You need to balance what the customer EXPECTS with what you can afford to provide and still be profitable.
- A company’s security system is only as good as the operator responding to the alert. 99% of the service problems are a result of problems with wiring and sensors (door and window sensors, motion and glass-break sensors, smoke and heat detectors). If a technician is not familiar with the manufacturer and model of your alarm equipment he may not be able to ascertain the problem. Unfortunately more and more companies are teaching their technicians to replace panels and other alarm equipment rather than repairing it. If all their customers have the same equipment, it makes it easier for the alarm company to train their technicians. Newer panels do offer the customer some additional features, but the decision to upgrade should reside with the customer (who is paying for the upgrade) and not be the result of a decision of convenience for the alarm company. – MAKE SURE YOUR SERVICE PERSONNEL KNOW HOW TO REPAIR WIRING AND SENSOR ISSUES!
- BE CREATIVE (either by phone or in person)—LOCKSMITH EXAMPLE
- Used to be only B-to-B segment and B-to-C segment; now must pay attention and foster C-to-C Marketing and on the B-to-B side as well. Promotes exponential growth Creating competitive advantage.
- Needless to say this is a vast and complex web that is weaved. How many have Linkedin profiles? Have you checked your extended network reach? It is astounding the impact and reach you now have through and with such networks.
- Social activities continue to rise; but the big shift is that their usage is turning to a big increase in mobile.
- Americans spend A LOT of time on social media. They spend a higher than average time of 2.7 hours PER DAY—which means that many are on even longer. Platforms change and how/where people are viewing has changed, but Social Media is a crucial part of the communications mix.
- These are the ways in which people’s usage patterns have changed…increase in Tumbler and Pinterest, etc. Pinterest in particular is something you want to pay attention to—as many female homeowners spend time there as well as Facebook. And, as younger generations age, they will bring their favorite social media with them.
- Social media is not going away…
- Just 2% of fans return to Facebook brand pages a second time. Don’t let your social strategy stop at Facebook – you’ll totally miss the boat. Also, only .5% of fans ever mention the brand they like on Facebook. There’s a huge engagement gap on public social networks. You’ve got to own the social customer experience on you own domain. Only 9&% of consumers say they’ve heard from a brand after tweeting about them. 40% say they want more engagement from brands online. Get others involved across all functions, marketing, support, and sales to drive the social customer experience to the strategic level. Only 11% of social media professionals say social strategy is guided by insights from other business groups. 54% say they lack a comprehensive social media strategy. Experimentation is great but endless experimentation is foolish. We now live in a social customer economy. If you don’t embrace it – competitors will. 63% of consumers search for help from other customers online. Just 9% of brands think they do. Reach, buzz, likes, comments, high fives, what do they really mean for your business? Not much, think about driving business goals. Reduced costs, greater satisfaction, increased revenue. HP saved $50 MM since launching their online support communities, Cisco cut 20% of time out of product development through interaction of tweeting to engineering community. A single Twitter campaign can create an ocean of comments. No way can you scale internal teams to meet the demands of today’s social customers. Enable customers to help each other and deliver real value and advocacy. HP social customers handle 20% of global support. ** Lithium Source
- Online Reviews: Provide an experience worthy of a review Going above and beyond must become standard practice Respond to positive reviews to build engagement “Everyone’s a Critic” – Bill Tancer Locksmith and Hawk examples. How to thrive in saturated markets
- Companies who do this correctly are the ones that will survive and thrive Use this information to improve the way your business operates
- Lightswitch Source This may be shocking – obviously a huge disconnect Because most companies take an inside viewpoint Asking executives, managers and other management Must get close to the customer/client Don’t avoid it; if you do it’s at your own peril. Many examples of companies who did not listen to the marketplace DHL example – wasted millions of money in the US market place
- There are obviously a few different research publications out there on this, but these were the ones that showed up most often. The point is; when you take customer service seriously, you are rewarded.
- The power of the customer One simple question? How many of you have received a survey recently with this one question? This is why. Recently I went to AT&T wireless and by the time I got home – this was the question in my inbox. This is the competitive advantage – providing the ultimate customer experience. How do you measure it?
- The Net Promoter Score and System The Net Promoter Score, or NPS®, is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question — How likely is it that you would recommend [your company] to a friend or colleague? — you can track these groups and get a clear measure of your company’s performance through your customers’ eyes. Customers respond on a 0-to-10 point rating scale and are categorized as follows: Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors.
- If you asked the question, you need to be prepared to know why they were not promoters. Continue to do the rights things repeatedly and target what needs attention and fixing. Especially most critical problems. Mention Lightswitch here as well. When to survey – new customers, repeating customers, customer base, those who you haven’t heard from in a while. Various touch points. How can you quickly and efficiently do these type surveys? Survey Monkey – online. Very easy to use, quick to set up, gain the metrics you need, and flexible packages. These surveys can be quick and easy to develop and implement. MeMa Mates example. Key is once you have the information, you must be willing to “listen” and take the appropriate action. Once again, making you more competitive. In these instances, many times, new product development or extension is identified. New industry shifts and trends. Information is powerful and it’s coming direct from the end user – not management. So, how do you promote advocacy in large scale. Transition to next slide.