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Proprietary & Confiden0al
brand	growth	strategy	
Optimizing	the	Customer	Experience	
	
Tutorial	workshop	prepared	for	and	f...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
2	
You’ve	got	to	start	with	the	
customer	experience	and	work	
back	toward...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
3	
We	see	our	customers	as	
invited	guests	to	a	party,	and	
we	are	the	hos...
PROPRIETARY	AND	CONFIDENTIAL	
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4	
Starbucks	spent	less	than	
$10MM	on	advertising	from	
1987	to	1998	yet	...
PROPRIETARY	AND	CONFIDENTIAL	
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5	
A	trio	of	anthropologists	recently		
published	an	article	based	on	
obs...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
6	
The	biggest	surprise	was	that	Starbucks	
actually	provided	a	more	welco...
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7	
§  Warm	up	Exercise	 	 	 	 	15	
§  Foundational	Terms	&	Focus	for	Today...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
8	
What	are	some	of	examples	of	great	customer	experiences?
PROPRIETARY	AND	CONFIDENTIAL	
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9	
What	makes	them	so	great?
PROPRIETARY	AND	CONFIDENTIAL	
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10	
Where	does	customer	experience	sit	in	your	company?	
How	much	of	a	pri...
PROPRIETARY	AND	CONFIDENTIAL	
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11	
Where	does	customer	experience	sit	in	your	company?	
Who’s	responsibil...
PROPRIETARY	AND	CONFIDENTIAL	
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§  Warm	up	Exercise	 	 	 	 	15	
§  Foundational	Terms	&	Focus	for	Toda...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
13	
What	is	customer	experience?	
Cumulative	Impact	Definition	
Multiple	to...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
14	
What	is	customer	experience?	
Distinct	Economic	Offer	Definition	
A	pers...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
15	
What	is	customer	experience?	
Psychological	Underpinning	Definition	
An...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
16	
Different	approaches	toward	customer	experience	
Like	segmentation,	the...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
17	
An	argument	for	a	“Brand	Experience”	Approach	
The	world	is	growing	in...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
18	
So,	what	is	a	“Brand	Experience”?	
Interactions	so	impactful	and	uniqu...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
19	
Benefits	of	a	“Brand	Experience”	
According	to	studies	by	McKinsey,	bra...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
20	
Benefits	of	a	“Brand	Experience”	
70%	of	consumers	trust	brand	
recomme...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
21	
Benefits	of	a	“Brand	Experience”	
The	Keller	Fay	Group	research	shows	t...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
22	
I	don’t	want	to	be	sold	to		
when	I	walk	into	a	store.		
	
The	job	is	...
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SUBSECTION	TITLE	
23	
A	great	brand	experience	is	about	knowing	and	interpreting	
Know	thyse...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
24	
Great	brand	experiences	have	six	things	in	common	
1.  Brand	first,	tra...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
25	
§  Warm	up	Exercise	 	 	 	 	15	
§  Foundational	Terms	&	Focus	for	Toda...
PROPRIETARY	AND	CONFIDENTIAL	
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26
PROPRIETARY	AND	CONFIDENTIAL	
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VIDEO
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hEps://www.youtube.com/watch?v=Y1nzWY3JFJQ
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?	
How	would	you	characterize	the	Virgin	America	experience?
PROPRIETARY	AND	CONFIDENTIAL	
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35	
Grab	a	pillow,	take	a	nap	
The	Swedish	manufacturer	of	hand-made	
luxu...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
36	
I’m	here	to	take	care	of	you	
Each	customer	service	representative	is	...
PROPRIETARY	AND	CONFIDENTIAL	
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37	
Non-stop	coffee	
Through	remote	diagnostics	each	
Nespresso	machine	is	...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
38	
§  Warm	up	Exercise	 	 	 	 	15	
§  Foundational	Terms	&	Focus	for	Toda...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
39	
Roadmap	to	build	a	brand	experience		
DIAGNOSE	(customer,	journey,	bra...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
40	
Decimated	by	the	financial	crisis,	a	miracle	was	needed	
In	2005,	the	U...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
41	
Opportunity	in	the	small	yacht	class,	but	so	much	was	unknown	
….	the	...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
42	
Approach	
DIAGNOSE	(consumer,	journey,	brand)	
STRATEGIZE	(business,	b...
PROPRIETARY	AND	CONFIDENTIAL	
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In-depth	research	with	target	consumers	around	the	world	
§  Industry	...
PROPRIETARY	AND	CONFIDENTIAL	
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Know	thy	customer	
Observations	 Traits	 What	they	Value	 Expectations...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
45	
Know	thy	customer	journey	
Service	Area	 Pain	
Prep	&	Strike	 •  Peopl...
PROPRIETARY	AND	CONFIDENTIAL	
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46	
Know	thy	brand	
PARENTAGE	
“Who”	is	behind	the	
business	
PURCHASER	
“...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
47	
Roadmap	toward	brand	experience	
DIAGNOSE	(customer,	journey,	brand)	
...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
48	
Know	thy	brand	intent	
Purpose	
§  To	re-energize	the	business	by	esta...
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SUBSECTION	TITLE	
49	
Know	thy	brand	intent	
Grit	&	Grace	
Here’s	to	those	who	started	small...
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50	
Determine	“your”	Customer	Experience	principles	
Service	Area	 Promise...
PROPRIETARY	AND	CONFIDENTIAL	
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51	
Determine	“your”	overarching	Brand	Experience	principle		
	
					From	...
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Examples	of	how	“scaled”	to	“personalized”	will	play	out	
AWARENESS	 S...
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Roadmap	toward	brand	experience	
DIAGNOSE	(customer,	journey,	brand)	
...
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The	Coastal	Tour	
Events	that	let	boaters	experience	these	
boats	in	a...
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Tours	of	the	Design	Center	(annex	of	the	manufacturing	plant)	
Recepti...
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The	Design	Center	–	Getting	There	
Make	the	entire	experience	surround...
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Pop-up	Showroom	
Creating	a	portable	showroom	is	an	efficient	
way	to	br...
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SUBSECTION	TITLE	
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Boat	Shows	
Approach	boat	shows	from	a	more	
conceptual	standpoint.	Ce...
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Digital	
Leverage	digital	as	much	as	possible	during	
this	time.	Put	o...
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Yacht	Delivery	
A	Sea	Ray	expert/captain	should	meet	the	
owner	at	the...
PROPRIETARY	AND	CONFIDENTIAL	
SUBSECTION	TITLE	
61	
Roadmap	toward	brand	experience	
DIAGNOSE	(customer,	journey,	brand)	
...
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Execute	&	Operationalize	
CUSTOMER	
CARE	
§  Best	in	class	warranties,...
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Results,	so	far	
§  Launch	at	the	2014	Fort	Lauderdale	International	B...
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Agenda	
§  Warm	up	Exercise	 	 	 	 	15	
§  Foundational	Terms	&	Focus	...
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Break-out	Exercise	(30	minutes	to	discuss	/	15	minutes	to	report)	
1. ...
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Agenda	
§  Warm	up	Exercise	 	 	 	 	15	
§  Foundational	Terms	&	Focus	...
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Three	things	to	remember	from	today’s	session	
1	
2	
3	
Brand	experien...
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68	
Click	to	edit	Master	title	style	
1603	Orrington	
Evanston	IL	60201	
M...
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AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 1 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 2 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 3 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 4 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 5 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 6 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 7 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 8 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 9 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 10 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 11 AMA Customer Experience Workshop: Optimizing the Customer Experience Slide 12 AMA Customer Experience Workshop: Optimizing the Customer Experience 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AMA Customer Experience Workshop: Optimizing the Customer Experience

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Tutorial workshop on optimizing the customer experience prepared for and facilitated on behalf of the American Marketing Association for the 2014 annual conference, Inspired Marketing.

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AMA Customer Experience Workshop: Optimizing the Customer Experience

  1. 1. Proprietary & Confiden0al brand growth strategy Optimizing the Customer Experience Tutorial workshop prepared for and facilitated on behalf of: American Marketing Association 2014 Annual Conference, Inspired Marketing Michael Million mmillion@fullsurge.com
  2. 2. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 2 You’ve got to start with the customer experience and work back toward the technology – not the other way around Steve Jobs
  3. 3. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 3 We see our customers as invited guests to a party, and we are the hosts It’s our job everyday to make every important aspect of the customer experience a little bit better Jeff Bezos
  4. 4. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 4 Starbucks spent less than $10MM on advertising from 1987 to 1998 yet added over 2,000 new stores to accommodate growing sales Starbucks' popularity is based on the experience that drove its customers to highly recommend their store to friends and family Howard Shcultz
  5. 5. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 5 A trio of anthropologists recently published an article based on observations at three independently owned coffee shops and three Starbucks locations around Boston. Their intention was to determine how effectively Starbucks are able to provide the same community-based social environment associated with traditional coffee shops. How Starbuck’s drives loyalty - a study in customer experience
  6. 6. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 6 The biggest surprise was that Starbucks actually provided a more welcoming environment than any of the three local coffee houses. They credited one Starbucks with having the most vibrant sense of community, and observed that the baristas there knew many patrons by name and could anticipate their orders. The anthropologists also noted that the Starbucks baristas were friendlier to new customers than the bespoke hipsters behind the counter at the local places. Same everywhere, but we still make you feel special
  7. 7. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 7 §  Warm up Exercise 15 §  Foundational Terms & Focus for Today 15 §  Inspirations & Examples 15 §  Methodology Applied to a Case 30 §  Break-outs & Report-backs 45 §  Conclusions Agenda
  8. 8. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 8 What are some of examples of great customer experiences?
  9. 9. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 9 What makes them so great?
  10. 10. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 10 Where does customer experience sit in your company? How much of a priority is it? How is it viewed in the organization?
  11. 11. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 11 Where does customer experience sit in your company? Who’s responsibility is it? How is it managed?
  12. 12. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 12 §  Warm up Exercise 15 §  Foundational Terms & Focus for Today 15 §  Inspirations & Examples 15 §  Methodology Applied to a Case 30 §  Break-outs & Report-backs 45 §  Conclusions Agenda
  13. 13. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 13 What is customer experience? Cumulative Impact Definition Multiple touchpoints over time, which result in a real relationship feeling, or lack of it. - Wikipedia A set of expressions, impressions, and interactions between a customer and company that result in certain perceptions of that company that, in turn, drive some type of action in the near or long long-term - M. Million
  14. 14. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 14 What is customer experience? Distinct Economic Offer Definition A personal and memorable experience that creates a distinct economic offer different from the goods sold and services delivered A company's ability to deliver an experience that sets it apart in the eyes of its customers serves to increase the amount of consumer spending with the company and, optimally, inspire loyalty to its brand - Pine and Gilmore, Experience Economy
  15. 15. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 15 What is customer experience? Psychological Underpinning Definition An interaction between an organization and a customer as perceived through the customer’s conscious and subconscious A blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact •  Not just about the rational ”what” but also about the emotional “how” •  More than 50% is subconscious, or how a customer feels •  Factors such as the emotional, cultural, social, and physical aspects are often over-looked
  16. 16. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 16 Different approaches toward customer experience Like segmentation, the right approach depends on knowing specifically what the business challenges are and objectives you seek §  Financial – how do we squeeze costs out of the system, get customers to pay more (e.g. airlines charging for pillows), or expedite transactions (path to purchase)? §  Operational – how do we streamline operations to make it more efficient from end to end (e.g. process reengineering)? §  Technical – how do we enable the system to be more productive, manageable, and interconnected (digital enablement)? Internally Oriented Externally Oriented §  Functional path – how do we make customers’ journeys easy, informative, and helpful throughout? §  Emotional path – how do we address customers’ changing psychological or emotional needs as their decision-making evolves (e.g. decision anxiety, confusion, frustration, boredom)?
  17. 17. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 17 An argument for a “Brand Experience” Approach The world is growing increasingly complex and fast-paced We are inundated by more and more marketing messages (and yet, we don’t trust them any more than we used to) Technology improvements are enabling more and more companies to get the basics right (e.g. convenience, reduced wait times) Copying is becoming increasingly easy – “sameness” of more and more products and services / making differentiation ever more difficult Brand experiences will drive tomorrow’s success and allow companies to stand out (products, services, and even “good” experiences aren’t enough anymore) We look for and value what is personally meaningful to us - experiences we have with companies seem to matter more
  18. 18. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 18 So, what is a “Brand Experience”? Interactions so impactful and uniquely identifiable to a particular company, that they define the brand in customers’ minds, distinguish the company far and away from its competitors, and have a high influence on future behaviors §  Nordstrom's sales representatives going above and beyond §  Tumi’s lifelong repair policy §  Apple’s Genius Bar §  Uber’s payment system §  Others????
  19. 19. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 19 Benefits of a “Brand Experience” According to studies by McKinsey, brand experiences are the most powerful form of word of mouth driving activity - accounting for 50 to 80 percent in any given product category. Brand experience is inherently social, it's built on ideas that people want to spend time with and that people want to share. 50% to 80% of word of mouth - driven by brand experience
  20. 20. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 20 Benefits of a “Brand Experience” 70% of consumers trust brand recommendations from friends, but only 10% trust advertising. UK Energy supplier, E.ON developed EON Open House, a store in Nottingham, UK that educates local customers about smart meters, which are being fitted for free across Nottingham. The project proves the power of brand experience by delivering positive advocacy when traditional methods had previously failed the brand; Net Promoter Scores of +88% vs. E.ON Customers control of -17.7%. - The Guardian 70% trust brand recommendations from friends
  21. 21. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 21 Benefits of a “Brand Experience” The Keller Fay Group research shows that good brand experiences are three times more likely to spark conversations than an ad. Furthermore, over 50% of conversations triggered by an in-person experience account for pass along and purchase. >50% Account for pass along and purchase 3X More likely to spark conversations than advertising
  22. 22. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 22 I don’t want to be sold to when I walk into a store. The job is to be a brilliant brand ambassador. Don’t sell! No! Because that’s a turn-off. Build an amazing brand experience, and then it will just naturally happen. Angela Ahrendt
  23. 23. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 23 A great brand experience is about knowing and interpreting Know thyself (inside-out) §  Who you are §  Where you’re going §  What your brand stands for Know thy customer (outside-in) §  Who they are §  What’s most important to them §  What their journey is like Interpret Interpret Brand Experience §  WHAT can we do for customers that makes their journey better §  HOW can we do it in a way that is uniquely us
  24. 24. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 24 Great brand experiences have six things in common 1.  Brand first, transact second 2.  Distinguishes customer types 3.  Focuses on what matters most 4.  Makes people feel special in some way, at some point 5.  Designs for continuity and intent (across channels, platforms, and path to purchase) 6.  Measures, manages, and continuously improves
  25. 25. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 25 §  Warm up Exercise 15 §  Foundational Terms & Focus for Today 15 §  Inspirations & Examples 15 §  Methodology Applied to a Case 30 §  Break-outs & Report-backs 45 §  Conclusions Agenda
  26. 26. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 26
  27. 27. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 27 VIDEO
  28. 28. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 28
  29. 29. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 29
  30. 30. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 30
  31. 31. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 31
  32. 32. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 32
  33. 33. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 33 hEps://www.youtube.com/watch?v=Y1nzWY3JFJQ
  34. 34. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 34 ? How would you characterize the Virgin America experience?
  35. 35. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 35 Grab a pillow, take a nap The Swedish manufacturer of hand-made luxury beds, strives to make consumers’ experience transformative, from the first time they lay on the bed until the bed arrives in their bedroom. Guests are encouraged to take off their shoes, pick their own personal pillow, and even take a private nap on the bed of their choice. This simulation coupled with the highest level of hospitality distinguishes Hästens and burnishes the brand like no other form of marketing can. Winner of Sweden’s prestigious Signum award for quality of long-term branding in 2013
  36. 36. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 36 I’m here to take care of you Each customer service representative is available around the clock and empowered to act on customer issues. They are assigned to customers, stay with them throughout their problem resolution process, and get to know them as individuals. They often provide a personal touch, like occasionally sending flowers to a customer or their partner to mark a birthday. These gestures turn a faceless and cold experience into something more special, and give the brand a real heart and soul.
  37. 37. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 37 Non-stop coffee Through remote diagnostics each Nespresso machine is technologically enabled to feed up-to-the-minute information of its status including rate of consumption, water temperature, pressure, extraction, etc., so local Nespresso service offices get warning to proactively address issues vs. waiting for a service call. This preventative maintenance has significantly increased the uptime of its machines and allows Nespresso to more continuously brew great coffee for discriminating guests.
  38. 38. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 38 §  Warm up Exercise 15 §  Foundational Terms & Focus for Today 15 §  Inspirations & Examples 15 §  Methodology Applied to a Case 30 §  Break-outs & Report-backs 45 §  Conclusions Agenda
  39. 39. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 39 Roadmap to build a brand experience DIAGNOSE (customer, journey, brand) •  Know thy customer, their journey, and their contexts •  Know thy customer pain points / improvement opportunities throughout the journey •  Know thy brand, what makes it special, and what type of experiences it should provide CREATE & BUILD (messy innovation, front-end design, engineering) •  Interpret what you know about the target customer and your brand •  Envision the impression and interaction / look, feel, etc. •  Build out how things fit together to turn the vision into a reality STRATEGIZE (business, brand, prioritization, plan) •  Clarify business objectives and growth strategy •  Determine brand intent / role of brand in driving business objectives •  Pinpoint interactions that matter most (what, when, and where you should spend efforts on) •  Determine “your” CE principles EXECUTE & OPERATIONALIZE (systematize / routinize, manage, monitor)
  40. 40. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 40 Decimated by the financial crisis, a miracle was needed In 2005, the US power boating industry was 307K units …. by 2011 it was 139K units – a decline of 55% 24’-36’ Sport Cruisers (Sea Ray’s core) was down even more – the hardest hit The 50’-70’ yacht class ($3M boats - custom homes that float) represented the best opportunity for Sea Ray to begin growing again, as it was expected to recover the fastest, but …. Sea Ray had very little presence or product in the category, and …..
  41. 41. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 41 Opportunity in the small yacht class, but so much was unknown …. the organization knew very little about the market from a consumer perspective: •  Who were the consumers for these products? •  How did they perceive Sea Ray? •  What kind of experience did they expect and weren’t receiving from strong competitors?
  42. 42. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 42 Approach DIAGNOSE (consumer, journey, brand) STRATEGIZE (business, brand, prioritization, plan) CREATE & BUILD (messy innovation, front-end design, engineering) EXECUTE & OPERATIONALIZE (systematize / routinize, manage, monitor)
  43. 43. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 43 In-depth research with target consumers around the world §  Industry reports §  Boating life social media §  Competitor websites §  Executive interviews §  Product development plans §  Ethnographic interviews at the world’s largest Marina’s §  Dealer / broker interviews
  44. 44. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 44 Know thy customer Observations Traits What they Value Expectations Buyers are surprisingly grounded Wealthy people Who also Work hard In it for the long haul Sharp, quick studies who understand customer service. Those who keep them from wasting their time will earn credit. Responsive Buyers are restless and driven Self-made Who also Respect their roots What has been earned They’re not famous and they’re not blue- bloods. They’re searching for ‘superior’ things have true merit. Real Cruisers are emotional amplifiers Stretched thin Who also Crave relationships Their time, above all else Boating gives them a meaningful way to connect with who they are, with those they love, and with the natural world. Connected Every buyer is unique in personality and expectations Characters Who also Appreciate details Cultivating rapport through graciousness Treating them with same thoughtfulness and attention to detail that they strive to uphold matters to them a great deal. Personal Genuinely rooting for Sea Ray Nostalgic Who also have Discriminating tastes Familiar things reinvented Evolutionary
  45. 45. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 45 Know thy customer journey Service Area Pain Prep & Strike •  People just want to get out on the water—prep tasks take up valuable time for owners and their guests •  Even the smallest issue discovered during prep can spark frustration when people are waiting to leave the dock Maintenance •  Owners have little faith in the quality of maintenance and suspect corners are cut Repair •  The repair process feels opaque and lacks responsiveness •  Owners don’t know who they are supposed to call when certain boat parts fail Enhancement •  Pricing for a post-production change is often a negotiation that feels like being “nickel and dimed” •  There is very little support from the manufacturer, most of the load is on the owner Hospitality •  Taking a boat out isn’t a spontaneous adventure—it requires significant planning to account for things out of a boater’s control (e.g., weather) •  People want to enjoy themselves on the boat with food, drinks, and various other provisions, but it requires a lot of time Crewing •  The responsibility of operating a boat isn’t something people want to take on all the time—there are many ways to enjoy a boat, and some owners feel locked into one
  46. 46. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 46 Know thy brand PARENTAGE “Who” is behind the business PURCHASER “Who” buys it PURPOSE What it’s designed for PROCESS Custom vs. Production PLACE Where it’s built draws heavily from parent LMVH to give the brand a “luxe hotel” feel long-standing association with 007 solidifies position in the market - British quality with polarizing attitude the romantic side of old Italy the modern, flashy, sexy side of Italy draws heavily upon its roots in fishing / known for tank-like construction and sports car-like muscle Opportunity for Sea Ray
  47. 47. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 47 Roadmap toward brand experience DIAGNOSE (customer, journey, brand) STRATEGIZE (business, brand, prioritization, plan) CREATE & BUILD (messy innovation, front-end design, engineering) EXECUTE & OPERATIONALIZE (systematize / routinize, manage, monitor)
  48. 48. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 48 Know thy brand intent Purpose §  To re-energize the business by establishing a strong foothold in the luxury yacht class §  Drive $X in revenues at %Y margins over the next three years §  Engage consumers who historically wouldn’t have considered Sea Ray for a purchase in the class level Positioning §  For those who have earned it along the way and are never satisfied §  Sea Ray L-Class provides both the style and substance they seek in a 50’–70’ yacht class §  By being responsive, real, connected, personal, and authentically Sea Ray Persona §  ARCHETYPE: The Warrior King §  Relentless progress §  Confident outlook §  Passionate about craft §  Connected to what’s important §  “Bring it on” attitude §  Respectful and respected
  49. 49. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 49 Know thy brand intent Grit & Grace Here’s to those who started small. To the ones who made it to the top without putting people below them. The ones who climbed the corporate ladder, or just built their own. Here’s to the best of us, who never think themselves better than anyone. To ones who put class in the working class. The ones who started small. But have gone big. This is the yacht for people who’ll simply call it a boat. Essence
  50. 50. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 50 Determine “your” Customer Experience principles Service Area Promise Prep & Strike Easy Arrive at the dock, get in your boat and go. When you’re finished, throw your keys to the valet, and they will take care of the rest. It’s that simple. Maintenance Dependable Owners can trust their maintenance crew to keep the boat safe, pristine and ready for use. Repair Responsive Owners experience no hesitation around how to get something fixed. Repairs are as fast as possible, very transparent, and resolve every issue entirely. Enhancement Adaptable Direct manufacturer support to make sure owners are confident in their ability to make changes without negatively impacting the quality of the boat. Hospitality Informative The boat isn’t just ready for operation, it’s ready for enjoyment and comfort. Owners step on to the boat understanding the most pertinent information about their trip before they leave and know there’s someone they can trust. Crewing Liberating Owners, particularly operators, can easily hire a trustworthy captain, first mate or any other support person to fill in when operation feels like a burden.
  51. 51. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 51 Determine “your” overarching Brand Experience principle From To SCALED PERSONALIZED This guided the entire customer experience including awareness, web site, events, manufacturing plant, customer care & service, delivery, personal touches, ongoing management
  52. 52. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 52 Examples of how “scaled” to “personalized” will play out AWARENESS Special interactions vs. a broad campaign / let the new boat be discovered by targets vs. blasted to the masses WEB SITE Concierge service that put prospects directly in touch with a Sea Ray representatives to do a proper job of introducing the new yacht and inviting users into a dealer where both would meet with them EVENTS Intimate, luxury-filled settings of ~100 attendees at unique locations along the coast. DELIVERY Sea Ray captain to come with boat / walking customers through vessel in detail, dealer training PLANT Turning it into a design / experience center where prospects can tour the site / hands-on selection of materials (vs. picking out of a catalogue – getting the “feel” of the material) BUILDING PROCESS VIP parties, emailed pictures of progress, extending into a bound book, construction manager attention PERSONAL TOUCHES •  Anniversary of purchase celebration •  Scaled models •  Stocking refrigerator
  53. 53. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 53 Roadmap toward brand experience DIAGNOSE (customer, journey, brand) STRATEGIZE (business, brand, prioritization, plan) CREATE & BUILD (messy innovation, front-end design, engineering) EXECUTE & OPERATIONALIZE (systematize / routinize, manage, monitor)
  54. 54. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 54 The Coastal Tour Events that let boaters experience these boats in a personal, familiar setting to paint a picture of the brand and how it will fit in with their lives. A variety of casual cocktail parties on the back of a boat to larger gatherings at yacht clubs and posh private residence. Hosted in a way that highlights each region through food and culture but offers a hint of signature Sea Ray style (Maine lobster in Montauk, stone crab in Miami). Sotheby’s to coordinate parties at multi- million dollar homes one the coast; other partners included Aston Martin, and Merrill Lynch to make events about luxury, not only Sea Ray
  55. 55. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 55 Tours of the Design Center (annex of the manufacturing plant) Reception Grab a drink and get to know each other Current Models/ Options Gallery A seasonal and customized approach for each customer visit and model they are interested in The Lab Give customers an inside look at customization possibilities or new ideas that the design team is experimenting Test Drive Give them an in- person at how it all comes together
  56. 56. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 56 The Design Center – Getting There Make the entire experience surrounding the factory tour as seamless and enjoyable as possible, while maintaining ‘our version’ of luxury. It should feel more like a courtship and less like a traditional sales experience. Arrange for all the travel to and from the facility. Treat them to the kinds of privileges they are used to receiving in when they make other purchases at this scale. Entertain them beyond the facility. The relationships built will create meaningful connections that Sea Ray needs with this group.
  57. 57. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 57 Pop-up Showroom Creating a portable showroom is an efficient way to bring the best of Sea Ray (and this new sub-brand) on the road in an impactful and immersive way. Mobile pop-up container can be quickly setup at marinas, dealer events or anywhere else SR has opportunity to connect. Coffee, wifi and iPads available to view and/ or download SR app. Build a brand gallery that echoes the platform of Determined Spirit: product, lifestyle, innovation, etc.
  58. 58. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 58 Boat Shows Approach boat shows from a more conceptual standpoint. Certainly the boats themselves are on stage, but we are selling the Sea Ray lifestyle too. This is not just an opportunity to show a huge inventory of boats and short period of time. This is a time to tell the story of Sea Ray’s future. Consider a genius bar approach where customers interact with Sea Ray experts in a controlled environment and explore the boat of their dreams. General rules of authentic hospitality go a long way at crowded places like this. Consider unexpected drinks and refreshments.
  59. 59. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 59 Digital Leverage digital as much as possible during this time. Put off publishing print material until the full fleet is launched in 2014. Leverage digital now in order to get out ahead and spread your message farther faster. 1.  A dream app built for bragging 2.  An owner’s app built for use
  60. 60. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 60 Yacht Delivery A Sea Ray expert/captain should meet the owner at their slip and deliver the boat, complete with stocked fridge and snacks. Every boat should be delivered with a tablet featuring an interactive owner’s manual. The captain should stay with the owner and take them for an expansive test drive making sure that they are comfortable with every aspect of their new yacht at the helm, below deck and in the engine room.
  61. 61. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 61 Roadmap toward brand experience DIAGNOSE (customer, journey, brand) STRATEGIZE (business, brand, prioritization, plan) CREATE & BUILD (messy innovation, front-end design, engineering) EXECUTE & OPERATIONALIZE (systematize / routinize, manage, monitor)
  62. 62. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 62 Execute & Operationalize CUSTOMER CARE §  Best in class warranties, prioritization of issues – rise to the top of first handled §  Sea Ray individual assigned to resolving issue / seeing it through - accountability ONGOING MANAGEMENT §  Dealer certification §  Elaborate customer surveys
  63. 63. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 63 Results, so far §  Launch at the 2014 Fort Lauderdale International Boat Show (FLIB) was extremely successful §  Sales have exceeded goals by +25% to date §  Business is sold out until next year §  Interest generated for next new models carrying the L-Class brand and experience
  64. 64. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 64 Agenda §  Warm up Exercise 15 §  Foundational Terms & Focus for Today 15 §  Inspirations & Examples 15 §  Methodology Applied to a Case 30 §  Break-outs & Report-backs 45 §  Conclusions
  65. 65. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 65 Break-out Exercise (30 minutes to discuss / 15 minutes to report) 1.  Pick one of your session mate’s company 2.  Flip chart what the company’s brand stands for / what makes it special 3.  Flip chart a profile of the company’s target customer 4.  Flip chart the primary phases in the customer journey 5.  Select 1 – 2 touchpoints that provide good opportunities to improve the experiences and inject the brand 6.  Brainstorm ideas for making the touchpoint a brand experience
  66. 66. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 66 Agenda §  Warm up Exercise 15 §  Foundational Terms & Focus for Today 10 §  Inspirations & Examples 15 §  Methodology Applied to a Case 30 §  Break-outs & Report-backs 45 §  Conclusions
  67. 67. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 67 Three things to remember from today’s session 1 2 3 Brand experiences will become increasingly important in driving business outcomes You must know your customers from the outside in, know yourself from the inside out, and interpret both to build an effective brand experience Establishing ”your” customer experience principles that stem from a brand-driven business strategy is key in guiding developments and operational change
  68. 68. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 68 Click to edit Master title style 1603 Orrington Evanston IL 60201 MMillion@fullsurge.com fullsurge.com Thank you
  • AnitaAllen12

    Nov. 27, 2021
  • emilemacgillavry

    May. 7, 2017
  • mozyrko

    May. 5, 2017
  • MichaelLayher1

    Mar. 13, 2017

Tutorial workshop on optimizing the customer experience prepared for and facilitated on behalf of the American Marketing Association for the 2014 annual conference, Inspired Marketing.

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