HaveYouHeard presents on "Why the Customer Experience must be used to stimulate Word-of-Mouth" in a South African context.

1. Why the Customer Experience must be used to stimulate Word-of-Mouth

2. An example of how customer service kills the brand What SAA as a brand promises

3. Satisfied Unsatisfied Impressed Exceeded Numb Angry Time line: 6 Hours Brand Promise = Ubuntu Brand Experience = Horrific Smile, but problems… “ No ticket” but you can have some crumbs… 56 minutes on hold - no solution Our fault - will call you back I will try to find a senior person. We will call you back. I will try to find a senior person. We will call you back. I will try to find a senior person. We will call you back. I can’t help you, but here is a cell no I will make a plan Get on same flight I will try to find a senior person. We will call you back. What SAA delivered as an experience

5. 80% of CEO’s believe their brand provides a superior customer experience. 8% of their Customers agree

6. Why spend millions building expectations for customers only to disappoint them?

7. For every 1 unhappy customer that tells you, there are 6 others who don’t. These 7 unhappy customer will each tell 9 others (63). Only 25% will act on what they hear - 16 customers may never buy again Multiply average sale value over a year x 16 lost customers = annual loss of income per unhappy customer The hidden impact of Customer Complaints…

8. 68% of WoM Conversations are mostly positive 8% of WoM Conversations are mostly negative

9. The 3 things people talk mostly about Great Customer Service or Experience Explaining how a Product or Service Works Remarkable and Entertaining Stuff

10. 2007 Country Rankings: Overall Service Maturity 89% 88% 79% 75% 74% 64% 62% 59% 59% 55% 53% 51% 45% 44% 38% 33% 28% 24% 22% 20% 14% 06% Singapore Canada US Denmark Sweden Norway Finland Australia UK Japan Ireland Belgium Netherlands Malaysia Germany Portugal France Italy Spain Brazil Poland South Africa

11. SERVICE MATURITY 22) Poland 21) South Africa 20) Brazil 19) Netherlands 18) Italy 17) Portugal 16) France 15) Malaysia 14) Ireland 13) Finland 12) Belgium 11) Australia 10) Spain 9) Sweden 8) Japan 7) USA 6) UK 5) Norway 4) Denmark 3) Germany 2) Singapore 1) Canada 22) South Africa 21) Portugal 20) France 19) Brazil 18) Germany 17) Italy 16) Poland 15) Spain 14) Malaysia 13) Ireland 12) USA 11) UK 10) Belgium 9) Canada 8) Australia 7) Singapore 6) Denmark 5) Norway 4) Japan 3) Netherlands 2) Sweden 1) Finland 22) South Africa 21) Poland 20) Spain 19) Netherlands 18) Brazil 17) Italy 16) Japan 15) France 14) Belgium 13) Finland 12) Germany 11) Malaysia 10) Norway 9) Australia 8) UK 7) Ireland 6) Portugal 5) Sweden 4) Denmark 3) USA 2) Singapore 1) Canada CUSTOMER SERVICE MATURITY CITIZEN VOICE Weighting 10% Weighting 50% Weighting 40%

12. Citizens’ perceptions of their countries’ customer service performance.

13. This offers an unparalleled opportunity to stand out, to exceed expectation and to generate more sales.

14. Maslow’s Hierarchy of Customer Service Meet Expectations (Survival) Meet Desires (Success) Meet Unrecognized Needs (Transformation) Creates Evangelism Creates Commitment Creates Satisfaction From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley

16. Zappos Gross Sales

17. “ A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/

18. Charmin Toilet Paper 5,600 people visited the Charmin Restroom in its first 24 hours.

19. So what can we do