Doing More with Less in Challenging Economic Times
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Transcript of Doing More with Less in Challenging Economic Times
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Doing More with Less in Challenging Economic Times
Dr. Gary Edwards
Chief Customer Officer
October25, 2011
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We believe that everyone deserves to love where they work, shop and dine.
Customer Relationship Optimization
©2011 Proprietary & Confidential – All rights reserved Page 2 - 11/9/2011
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Why Am I Here?
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Does the
Experience Really Matter?
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How’s the Economy?
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Things Aren’t Going Well…
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Deliver on Your Brand Promise
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Three Ways to Stand Out
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Happy Employees Make a Difference
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Engagement
can be Contagious…
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Turn Shopping into an Experience
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An Escape Worth Waiting
For…
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Shout it Out Loud
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Tell it to the World!
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Don’t Believe Me?
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Use the chat button in the corner Let’s make this interactive
http://www.empathica.com/about-us/management-team/gary-edwards/
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Customer Experience Really Does Matter
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Customer Experience Matters
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Better Experience Helps the Bottom Line
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57% of customers purchase a product that was recommended
to them by a Sales Associate
Strong brand advocates
spend more 65%
http://www.empathica.com/consumer-insights/consumer-behavior-reports/
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But…
…few are able to deliver a superior customer experience today…
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http://www.empathica.com/consumer-insights/
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The Opportunity of a Changing Economy
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Tough Economic Conditions
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http://www.empathica.com/consumer-insights/
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Let’s Make it… a Bigger Deal
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It’s the Experience
Differentiate with experience Build an Emotional connection with customers
Provide an escape from the bad news
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Delivering on Your Brand Promise
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Three Pillars of a Brand Promise
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BRAND PROMISE
Deliver the best
Experience
Corporate Culture
Word of Mouth
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The Path to Delivering
Customer Experience
Employee Engagement
Advocacy
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Employee Engagement
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People Experience
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Customer Experience
EMPLOYEE ENGAGEMENT
Advocacy
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A Greeting Card Store
• Greeting cards are a commodity
• “I can buy a card anywhere”
• An Experience that transcends a $7 purchase
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Engaged Employees Create Emotion
• Employees are engaged
• They have to be…
• Emotional product • Occasions all carry
emotional weight
• Employees who care
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Why Caring Matters
• Not just “Do you want fries with that?”
• Employees who care about customer needs
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76.52
95.21
120.04$379.54$430.71
$598.08
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
60.00
70.00
80.00
90.00
100.00
110.00
120.00
130.00
140.00
Neither Agree Nor Disagree Agree Strongly Agree
Overall Satisfaction
Projected # of Visits per Year ($) Projected Yearly Spend
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©2011 Proprietary & Confidential – All rights reserved
Basic Human Needs Haven’t Changed
An emotional connection to the brand is only possible when basic needs are satisfied
SELF-ACTUALIZATION
ESTEEM
SOCIAL
SAFETY
PHYSIOLOGICAL
I love this place
I feel important here
A place where I belong
I have the support I need
I am compensated for my work
Abraham Maslows Hierarchy of Needs
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Everyone is Slightly Different
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How to Keep Employees Engaged
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Our research consistently demonstrates the importance of:
• Belief in opportunities for personal and career growth Growth
• Positive relationships with coworkers and management Relationship
• There is a common belief in brand and tribal values Pride
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Customer Experience
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Product Experience
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CUSTOMER EXPERIENCE
Employee Engagement
Advocacy
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The Pharmacy Experience
• Differentiate with the product set
• Products can deliver a targeted experience
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Listen to Customer Needs
• Emotions are not always logical or linear
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I need milk, lipstick, photos and pain killers…
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Building the Right Experience
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The Drivers of the Drivers
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Experience Creates Perception
• The experience creates perception
• Use this to your advantage
• What is “Quality” ?
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Prescribe
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Communicate The Opportunity
• Show current position through evolution of stages
Define Success
• Share targets for graduation to the next stage
Prescribe Action
• Update performance vs. the benchmark
• Provide behavioral diagnostics • Incorporate best practice guidance
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Building Advocacy
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Share the Experience
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Customer Experience
Employee Engagement
ADVOCACY
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Discount Retailers
• Emotion doesn’t mean luxury
• Even discount retailers can drive great advocacy
• Focus on experience, and leverage advocates
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Customers Are Talking…
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“Found one item for me then when I asked where shower curtains are - she TOOK me
there and showed them to me.“
“Made sure my glassware was wrapped so that it wouldn't break. The cashier even put it in a cardboard box. She didn't have to go to
that trouble.”
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…Everybody’s Listening
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Social Media Adoption
75% of Facebook users ‘like’ between 2 and 10 brands
Source: Mashable Business
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Advocacy NOT Advertising
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Paid Advertising
13.5 X’s higher click rate than Facebook advertising 8.5 X’s higher click rate than Google/Yahoo advertising
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Three Pillars of a Brand Promise
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BRAND PROMISE
Deliver the best
Experience
Corporate Culture
Word of Mouth
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©2011 Proprietary & Confidential – All rights reserved Page 43 - 11/9/2011
We believe that everyone deserves to love where they work, shop and dine.
Customer Relationship Optimization
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Download our Free Consumer Insights Study www.empathica.com/consumer-insights/
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Questions?