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Clodagh Kilcoyne / Reuters

Customers under
the age of 34 are x
more likely to be at
risk of switching
2

77%
31%
42%
27%
76%
32%
9%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Happy? Stressed? Trust Religious Leaders Trust Politicians
2012 2017
2017: 28,600 young people in 30 countries

WHY DO THE YOUNG TRUST STRANGERS?

CURRENT
CUSTOMER
OBSESSION

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1975 1990 2000 2015
Intangible Assets
Physical Assets
Source: HBR
Company Market Value

0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2003 2005 2007 2009 2011 2013
Customer Value
Brand Value
Enterprise Value
Source: HBR
Declining Value of Brands

16© Customer Carewords Ltd. customercarewords.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
2000 2005 2010 2017
TRUST SHIFT
Me & My
Friends
Me & My
Brands
Source: Pew, Edelman, Gallup, Eurobarometer

OLD MARKETING NEW MARKETING
POTENTIAL
STUDENT
CURRENT
STUDENT

OLD COMMUNICATION NEW COMMUNICATION
POTENTIAL
STUDENT
CURRENT
STUDENT

-- their peers

Where are the student reviews?

Where are the student reviews?

Where are the student reviews?

WHAT UNI WANTS
STUDENTS TO DO
WHAT UNI WANTS
STUDENTS TO DO
WHAT UNI WANTS
STUDENTS TO DO
WHAT UNI WANTS
STUDENTS TO DO
What students want to do

OFFERS FOR NEW
STUDENTS
OFFERS FOR
NEW STUDENTS
OFFERS FOR
NEW STUDENTS
OFFERS FOR
NEW STUDENTS
What current students want to do

2014

What are the key
characteristics of content that
had a meaningful impact on
your perceptions of a brand?
Contained timely
or unique
information

What is the main reason a
piece of content did not
succeed in making a
positive impression?
Seemed more
like a sales pitch

88%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online content influences decision
making
Trust vendor websites
EXECUTIVE DISTRUST OF B2B
VENDOR WEBSITES
“The Content Connection To Vendor Selection” Chief Marketing Officer Council, 2014.

• Why automatic carousels suck and
must be eliminated from your website
• Sliders suck and must be banned
from your website
• Why sliders make your website suck
• Sliding banners hurt conversion

A Short
History of
FEEDBACK

"OrteliusWorldMap1570" by Abraham Ortelius - The Library of Congress.

"OrteliusWorldMap1570" by Abraham Ortelius - The Library of Congress.

"OrteliusWorldMap1570" by Abraham Ortelius - The Library of Congress.

"OrteliusWorldMap1570" by Abraham Ortelius - The Library of Congress.

"OrteliusWorldMap1570" by Abraham Ortelius - The Library of Congress.
Between 1570 and
1598 at least 28
editions of the atlas
had been published

Google staff “check out tens
of thousands of problems
reported daily by Google
Maps users and fix them as
needed.” Wired

Sara Wachter-Boettcher @sara_ann_marie

Sara Wachter-Boettcher @sara_ann_marie

Sara Wachter-Boettcher @sara_ann_marie

Sara Wachter-Boettcher @sara_ann_marie

Sara Wachter-Boettcher @sara_ann_marie

IFactory
36,000
Pages
470
Course
Inquiries

IFactory
36,000
Pages
944

IFactory
944
855
Course
Inquiries

100 ms 1 sec 3 secs
Digital Response Times

Hidden
Menu
Visible
Menu

600% increase in
usage after menu is
made visible

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