"Smart Marketing. Customer Experience Insights are Golden". Keynote presentation by Chris Olson at the inaugural conference of Association of Library Communications & Outreach Professionals, October 9-10, 2011. Held in Glenside, PA.
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"Smart Marketing. Customer Experience Insights are Golden".
1. Smart Marketing.
Customer Experience Insights Are Golden
Christine Olson MLS, MAS
Chris Olson & Associates
October 9-10, 2011
Association of Library Communications & Outreach Professionals
Inaugural Conference at Arcadia University, Glenside, PA
2. Explore
• Relationship between brand experience and
customer experience
• Brand promise
• Brand touchpoints
• Customer experience, journeys, hassles
• Service industry brand snapshot & experience
2
3. Customer Experience
Response customers have to any direct or indirect
contact with an organization
Direct contact: purchase, use, and service
– usually initiated by the customer
– virtual, on-site interactions
4. Customer Experience
Indirect contact: unplanned encounters with
representations of an organization’s products,
services, or brands
– word-of-mouth recommendations or criticisms,
advertising, news reports, reviews
– social media, networks, communities
5. Critical Brand Components
Brand Promise
– what a brand promises to do every day
for every customer
Brand Touchpoints
– every encounter and interaction
5
6. Brand Components in the Experience
Brand Promise
• Builds expectations in the customer’s mind and begins
to formulate the mental brand perception
– the promise is delivered and expectations are met
– the promise is not delivered and expectations
become something that is not the promise
• Promise needs to be unique, compelling and believable
6
7. Brand Promise: Some thoughts by Medical Librarians in 2006
Only medical libraries and librarians Promise to Deliver:
• Incredible customer service • Great technology
• Fulfillment and satisfaction • Deliver info when you need it, where
• “...a nice bunch of people who you need it, and in the format you
help me all the time” want it
• Proactive and value-added • Helping clinicians make better
• Highly personalized service decisions...
• The ability for our clients to do
their jobs, better • Really? These are not unique promises and
miss the mark. Refine by asking “So what!?”
• For them to look good Ask that question from the perspective of
• Problem solving the customer until the essence of the
promise is uncovered.
7
8. Brand Components in the Experience
Brand Touchpoints
• People, places, things... every interaction
every encounter
• Brand communication channels
• Brand promise “lives”
• Factors that help define the customer experience
• Opportunities for expectations to be recognized,
met & exceeded
8
10. Touchpoint Examples
reference service & chat e-mail signature blocks
database interfaces phone answer
professional meetings training materials & sessions
vendor interactions orientations & tours
displays staff & professional meetings
business cards/letterheads meeting rooms
signage (internal & external) flyers/brochures/posters
front desk/circulation
electronic catalog Your library will have different and more
web site(s) touchpoints than listed here. Each
Google Maps/directional signs touchpoint gives you the opportunity to
establish your brand and reinforce your
a/v & machinery rental/usage brand message. Don’t forget staff members.
podcasts You are a touchpoint right this very minute.
facilities
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12. Customer Journey Map
• Diagram that illustrates the steps customers take
while engaging with an organization
• All the touchpoints- single and combinations
• Step into the customer’s shoes
• Start with awareness and go to the end
• Who, what, when, how every step of the way
• Insights not processes
14. Customer Experience Maps
Tracing the experience cycle
– steps people go through while building a
relationship with a product or service
• connecting (first impression)
• becoming oriented (understand what’s possible)
• interacting with the product (direct experience)
• extending perception or skill and use
• telling others (teaching or spreading ) customers
become advocates and introduce others to the
product, beginning the cycle anew.
16. Gathering insights into the
customer experience starts on the
home page at this library.
http://www.highpointpubliclibrary.com/index.php?page=customersurvey
17. @#*#! argh! Customer Hassle Maps
Identifies and defines all the actual steps that
characterize the negative experience of a customer.
– hot spots (emotional and economic)
– irritations
– frustrations
– time wasted
– delays
• fix and innovation opportunities
18. Hassles
• Add up to outweigh the positives
• Plant negative brand perceptions and memories
1. Collect feedback
interviews: record the session (GotoMeeting)
2. Build the hassle map
(mind mapping software: Mindjet MindManager)
5. Analyze and eleminate the hassle
Don’t stop! Don’t let processes get in the way.
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19. No need to be fancy, if you don’t want to be. A good white board and a
pile of sticky notes works too! It’s best if the white board is electronic so
you can capture your scribbles/notes in a computer file.
20. Insights
• Stepping into the customer’s shoes helps you to:
– Align with needs and preferences of target audiences
– Define functional requirements and fix possible gaps
– Strengthen the brand for all stakeholders
– Establish accountability standards
– Move from library-centric to customer-centric
– Competitively position a library/LIS in its market
– Create what people love before they know they want it
– Boost ROI on marcom strategies and initiatives
– Understand customer loyalty drivers (and you want repeat customers!)
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21. Hospitality Industry Example DESIGN
ESSENCE
I believe in looking at other service industries
for ideas and examples of good marcom
techniques and tools. The hospitality industry
offers many examples for branding a service.
It’s a highly competitive industry requiring all
brands to differenciate themselves down to
the smallest detail and to make a guest’s stay
memorable so they will become loyal to the
brand. Tracking the customer experience is
taken very seriously and insights are key to
keeping the brand relevant. I have excerpted pages from the
document into this presentation. The
This document for the Hawthorn hotel brand complete file is available as a PDF in my
by Wyndham provides insights into the Slideshare list. The file is called
Hawthorn brand and how Wyndham aims to “WyndhamHawthorn BrandDesign
convey the essence of the brand to Essence Jan 2011.pdf”
customers. This document would be used to
help introduce Hawthorn franchise owners,
staff members, vendors, stakeholders and
others to the brand and how to nurture the
brand so that it successfully achieves its
business goals. Notice how the customer
experience is woven into the fabric of the
brand story and the roles different brand
touchpoints play in the customer journey.
22. This is quite a promise! They aim to have
their guests perceive and remember that
staying at their hotel is more comfortable
than their own bed and home.
23.
24. A great example to apply to your
library brand. Think it through.
25. This is an example of a useful visualization for libraries to adopt
after performing a SWOT. Show your competitors and your
position relative to them and the marketplace. And yes, Google,
Barnes & Noble, and Amazon are competitors. Any library/
information service/reading room etc. within a 30 mile radius is
also a competitor if you’re basing your marketplace on
geographic boundaries.
26.
27. They’ve segmented the customer experience
and the journey so brand touchpoints can be
managed to contribute to the brand promise:
The hotel is better than home.
36. Chris Olson
237 Prospect Bay Drive West
Grasonville, MD 21638
MARKETING
410.827.5642
BRAND MANAGEMENT
chris@chrisolson.com
COMMUNICATIONS
If you need any help with your branding
efforts or want a tailored workshop for
your staff, give me a call... ;-)
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Knowledge Professionals