The document is a presentation about brand experience management from VIPdesk. It discusses defining brand experience management, its importance, and the role of contact centers. It provides examples of how companies like Southwest Airlines, Zappos, and others implement strong brand experience strategies through their customer service. The presentation emphasizes that every customer interaction represents an opportunity to reinforce a brand and that contact centers should hire "brand advocates" to ensure customers receive a consistent brand experience.

1. Behind Every Great Brand is a Great Brand Experience
VIPdesk Webinar Series
Brand Experience Management
Ensuring Lifetime Loyalty One Customer
Interaction at a Time
Presented by:
Sally Hurley View the webinar
President, VIPdesk
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1

2. Brand Experience Management
Agenda
• About VIPdesk
• What is Brand Experience Management?
• The importance of Brand Experience Management
• The role of the contact center
• Brand Experience Management Results
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 2

3. About VIPdesk
About Today’s Presenter
Sally Hurley
President
• 20+ years experience delivering premium
customer service
• Passion for the customer experience
• Led VIPdesk’s migration to home-based service
solution from centralized structure
• Committed to building a culture that supports
work-life balance
• Excited to be a part of a transformational way of
providing customer service- via a home-based
team
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 3

4. Tweeting about Today’s Webinar?
VIPdesk on Twitter: @VIPdesk
Hashtag: #vipdesk
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 4

5. About VIPdesk
Making Great Brands Even Better
VIPdesk’s full suite of Brand Experience Management solutions include
Virtual Concierge and Contact Center Services, Social Media
Management, Experiential Programs, IVR Services and Voice of the
Customer Surveying & Analytics. Global industry leaders trust VIPdesk to
enhance their brands through our customer care and loyalty programs.
Serving as a seamless extension of their brands, our innovative Brand
Experience Management Solutions deliver memorable customer
experiences, business insights and actionable intelligence that generate
customer advocacy and drive business growth.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 5

6. About VIPdesk
VIPdesk Service Offerings
Voice of
Concierge Customer Social Customer
Experiential IVR
and Loyalty Care Media Surveying
Programs Services
Services Solutions Support and
Analytics
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 6

7. About VIPdesk
Brand Leaders Trust Us
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 7

8. About VIPdesk
Customer Care Experts
• 20+ years of customer service experience
• 10+ years optimizing home-based model
• Expertise in virtual recruiting, training and performance
management
• Demographically matched Brand Ambassadors
• Unique platform, processes and culture
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 8

9. What is Brand Experience Management?
“Every interaction with the
customer is a marketing event.”
Advertising Age
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 9

10. What is Brand Experience Management?
Defining Brand Experience Management
Alignment of all customer touch-points
with a company’s brand promise
In-store, on-site
Online, calls, emails, chats
Social media interactions
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 10

11. What is Brand Experience Management?
What is Brand Experience Management
MARKETING
STIMULUS
Billboards Radio
BRAND
INTERACTION
TV Social
Media
Chat Text
Magazine Referral
Brand
Satisfaction
Loyalty
Email
ROI
PR
Call Email
Direct
In-Store Mail
Fax Tweet
Website Paid Search
Natural Search
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 11

12. What is Brand Experience Management?
Brand Experience Management Key Elements
• Listening to customers
• Determining target brand identity
• Understanding all customer touch-points
• Aligning messaging and conduct of customer facing team
• Achieving brand reinforcement through service delivery
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 12

13. What is Brand Experience Management?
Does Brand Experience Management Matter?
95% of business leaders
believe Customer Experience is the new
battleground (MCE)
Source: The DNA of the Customer Experience: How Emotions Drive Value
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 13

14. What is Brand Experience Management?
Does Brand Experience Management Matter?
49%
majority of their experiences are bland
of customers say a
Source: Gallup
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 14

15. What is Brand Experience Management?
Does Brand Experience Management Matter?
67% decisions are primarily influenced by
of consumer purchase
word of mouth – #1 factor
Source: McKinsey/Thompson Lightstone
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 15

16. The Power of Brand Experience Management
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 16

17. The Power of Brand Experience Management
The Importance of Employees
Human Resources People and Leadership
Prioritize employees: employees are the
company’s No. 1 customer
President/COO Colleen Barrett:
 Make employees feel good about what
they’re doing on a daily basis, then 
 Satisfied employees will deliver the same
sense of friendliness and care to Southwest
passengers.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 17

18. The Power of Brand Experience Management
The Importance of Customer Service
"We are a customer service business
that just happens to fly airplanes.”
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 18

19. The Power of Brand Experience Management
Recognizing Customers
 Send birthday cards
 Invited to company events
 Feature in advertising and publications
 Recognize at corporate events
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 19

20. The Power of Brand Experience Management
Customer Service Principles
 Always capitalize the “C” in Customers to
emphasize their importance
 Employee paycheck reminder: “Customers
were responsible for providing this paycheck”
 Hiring system to attract and retain “Warrior
Spirits” with innate customer service skills
 Implement a recognition system and invite
the external Customer to help recognize
employees
 Utilize fun as a strategy to find the kid in
everyone
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 20

21. The Power of Brand Experience Management
Service Never Sleeps
 Warehouse is open 24/7
 Customers can order shoes as late as 11 p.m.
"If customers know that and receive next-day
they're going to get the best
service from Zappos and
they're going to get it
 Most repeat customers get upgrades to free
overnight, then anytime we're overnight or second-day delivery
going to add a product
category, our customers will be
loyal to us.”
Tony Hsieh, Zappos CEO
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 21

22. The Power of Brand Experience Management
Zappos Core Values
 Deliver WOW Through Service
 Embrace and Drive Change
 Create Fun and A Little Weirdness
 Be Adventurous, Creative, and Open-Minded
 Pursue Growth and Learning
 Build Open and Honest Relationships With
Communication
 Build a Positive Team and Family Spirit
 Do More With Less
 Be Passionate and Determined
 Be Humble
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 22

23. The Power of Brand Experience Management
Culture is the Key to Customer Service
 All new corporate employees receive four
weeks of customer loyalty training -
answering phones in the call center - before
starting their actual job
“Our number one focus is our
company culture. We interview
 New hires are offered $2000 to leave if the
people for culture fit. We want
people who are passionate
culture does not “fit.”
about what Zappos is about -
service. I don't care if they're
 "Culture Book” employees annually describe
passionate about shoes." what the company culture means to them
Tony Hsieh, Zappos CEO
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 23

24. The Power of Brand Experience Management
What’s NOT in the Call Center
Scripts
Call time limits
Robotic behavior
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 24

25. The Role of the Contact Center
“A customer experience strategy must
be embedded throughout the
organization to be successful.”
Shaun Smith, Smith+co
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 25

26. The Role of the Contact Center
Six Strategies for Aligning your Brand Promise
1. Use your own service
2. Listen to the voice of the customer
3. Build a customer-centric corporate culture
4. Replace call center agents with brand advocates
5. It’s the little things that make the brand
6. Mix up your metrics
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 26

27. The Role of the Contact Center
Use your own service
 Call your own toll-free number
 Call in the evening/weekend, from your home
 Do not call employee hotline or identify yourself as
employee
 Ask questions that a typical customer would ask
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 27

28. The Role of the Contact Center
Listen to the voice of the customer
 Leverage insight and feedback from customers
 Leverage interaction mining tools; social media monitoring
platforms
 Determine what you want to measure and evaluate
 Marketing and Executive teams should review customer
feedback
 Don’t just use a snapshot – listen and calibrate regularly
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 28

29. The Role of the Contact Center
Build a customer-centric corporate culture
 Encourage employees to act as champions for customers
 Build throughout the organization, not just contact center
 Organization should provide great customer service to one
another to thoroughly integrate customer focus
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 29

30. Using the Contact Center to Develop Brand Experience Management
Hire brand advocates
 Front-line agents serve as first, often only, touch-point for
your brand
 Must deliver passion for your brand, culture and customer
service focus
 Brand advocates serve customers’ immediate needs and
long-term impression
 Result is customer loyalty and brand differentiation
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 30

31. The Role of the Contact Center
It’s the little things that make the brand
 Little things can make a big difference in brand perception
 Examples include
 Is “hold” music consistent with messaging and demographic?
 Does email font match who company identity?
 Is tone of voice and script what the customer expects
 Does the customer receive a consistent experience from one
contact to another?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 31

32. The Role of the Contact Center
Mix up your Metrics
 More to metrics than SLAs
 Ask yourself what is most important to your company’s
long-term success, not just short-term performance
 Identify KPIs that measure brand experience performance,
not just immediate service levels
 Example: First call resolution might be more useful than
AHT
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 32

33. Brand Experience Management Results
Still need a quote here…will find it on
Wednesday
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 33

34. Brand Experience Management Results
Brand Experience Management Strategy
 Start with brand promise  Provide relevant matches to
 Design the customer customer needs
experience with the brand  Communicate as desired by
promise in mind the customer
 Assess customer’s needs  Rapport and empathy-
 Serve the customer baseline
completely (look backwards  Be the expert
and seek out needs)  Express gratitude on behalf
of brand
 Be helpful
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 34

35. Brand Experience Management Results
Brand Experience Management Experience
 Gateway Services: Unify disjointed customer experience
 Outbound welcome calls: Special touch to make
customers feel special
 Passionate brand advocates: Identify with company
culture, values, and products/services
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 35

36. VIPdesk. Making
Great Brands Even
Better.
Questions and Discussion
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 36

37. Upcoming VIPdesk Webinars
October 2010
•October 19: Impact of Social Media on the 2010 Retail Holiday
Season
•October 26: How Quicken Loans Uses Social Media to
Strengthen Customer Relationships
November 2010
•November 9: Customer Experience Management: The Key to
Continued Business Growth & Success
•November 30: How to Integrate Social Media Into Your
Contact Center
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 37

38. Connect With Us Online
Website: http://www.vipdesk.com
Blog: http://blog.vipdesk.com
Twitter: http://twitter.com/vipdesk
Facebook: http://facebook.com/vipdesk
LinkedIn: http://linkedin.com/companies/vipdesk
YouTube: http://youtube.com/user/vipdesk
Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 38

39. VIPdesk. Making
Great Brands Even
Better.
Sally Hurley
President
(703) 837-3518
shurley@vipdesk.com
www.twitter.com/vipdesk
www.vipdesk.com
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 39