Wendy Lea, Get Satisfaction Executive Chairman, presented this presentation at Adaptive Path's MX:
Customer Experience is now accepted as a key driver for business growth, regardless of industry. Digital strategy has unleashed new creative ways to engage customers throughout every step of their journey; it's now time to consider the strategic role community plays in harnessing the value all of the digital interactions to inform long term customer relationship and loyalty goals. Wendy will discuss the value companies can bring to their customers by building interdependence between customers experience, customer relationship and community.
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Wendy Lea at MX: The Customer Experience Obsession
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Adaptive Path MX
The Customer
Experience Obsession
Presented March 17, 2014
By Wendy Lea
Community that means business.
2. @WendySLea | #mxconf14
When do you think this was written?
~Cluetrain Manifesto, 2000
“Companies that don’t realize their markets are now:
• networked person-to-person,
• getting smarter as a result, and
• deeply joined in conversation,
are missing their best opportunity.”
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But Why Now?
What is it that The Cluetrain Manifesto authors were on to? ?
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~ Brian Vellmure, December 2013
“In a world where real time
access to anyone or anything
from anywhere is a possibility,
customer experience may
indeed be the last bastion of
competitive advantage..”
Would you Believe that CX Moves Markets
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Customers control the conversation in 2014
Only companies that aren‘t
afraid to engage with
customers on their terms will
reap the rewards
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Source: Forrester‘s Top 15 Trends for Customer Service in 2013, January 14, 2013, Kate Leggett
#2 Self-serviceVoice is still #1 #3 is 1 to 1 channels
Community (24%
increase)
Web Self-serve
(12% increase)
Becoming
the channel
of last resort
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The Shift Started with Service
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Top Reasons Consumers Participate in a Branded
Customer Community
Why? So they can get the best content
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Social drives the shift to marketing, too
Social Media is merely
a door into a Brand‘s Customer
Community
Customers show a strong
preference for ―Branded
Customer Communities‖
of participants show a
preference for relevant
content vetted by other
consumers
50%
of consumers have joined
an internet community
based on a friend‘s
Facebook post
58%
Websites, not social networks, are
the primary place consumers go
to make purchase decisions
of consumers use
company website
to research products
81%
* 2012, Primary research conducted by the Incyte Group for Get Satisfaction
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SALES INFLUENCED BY
―EXPERT‖ CONTENT
ONE-TO-ONE
SUPPORT
PUSH
MARKETING
SALES INFLUENCED
BY ―SOCIAL PROOF‖
MANY-TO-MANY
SUPPORT
CONTENT
MARKETING
Shift From Company-centric Process
Shift To Customer-centric Process
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Business Processes Have Had to Adapt
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A new customer experience imperative
What we hear from companies implementing customer community today
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―We are creating a
customer-centric
business‖
―Our customers
provide the best
marketing content‖
―I want to build a
social brand‖
―We want to
differentiate based on
customer experience‖
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Potential
Customers
Existing
Customers
The
Brand
Loyalty
Programs Promotions
Bond
Buy
Experience
Discover
Advocate Evaluate
Where can I buy it?
Which version?
What’s the
difference between
Brand X
and Brand Y?
Why are all my friends
talking about Brand X?
Here’s the best way
to set up the product
I wish the product
had more
features
I love this product and
here’s why!
Digital UX Can Drive the Whole Experience
Never before have brands had the opportunity to design unified experiences around the lifecycle
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The Power of Customer Conversations
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Conversations are the Key:
▸ Valuable – provide context,
meaning and resolution
▸ Discoverable – can be found
by customers.
▸ Long lasting – provide
benefit for more people over
time.
The Community Platform Must:
▸ Aggregate conversations to
encourage engagement
▸ Distribute conversations for
across the user experiences
▸ Provide tools for business
users to curate content and
manage people
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Community as a UX Tool
• Create engagement that builds trust
• Provide mutual value for customers and the company
• Give customers a voice that unites your company
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Community facilitates conversations that power user
experiences to:
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It starts with providing great service
Koodo Mobile is Canada‘s most recommended mobile company.
Their community:
• Almost entirely self-sustains — 97% of activity comes from customers
• Provides 99.6% of customers with self-service answers via search
• 12 Mobile Masters (Champions) spend more than 15 hours in the
community each week assisting other customers
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And leads to revenue
Winner of the 2011 Best Customer Experience Award in the UK
Their Community
• Product specific ‗word of
mouth‘ content
• Community drives discussions
• Widgets throughout purchase flow
8%
Drop in cart
abandonment
5%
Gain in search
driven site traffic
63%
Increase in first call
resolution rate
30%
Decrease in 1:1
Interactions
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With real-time customer insights
Makers of the popular Snagit and Camtasia software
Their Community:
• Provides specific feedback in the
voice of the customer
• Development teams engaged in
conversations
• Faster time to market and costly
re-work is minimized
445K
Community
Members
$500K
Estimated savings
1,200
New Ideas
Generated
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Conversations as Customer Experience Driver
Online Customer Experience
Customer
Acquisition
Content
Marketing
Sales /
eCommerce
Service /
Support
Community
People Content
Customer Conversations
Business Processes -
• CRM
• MAP
• KM
• BI
Complements -
• Website UX
• Social Listening
• Product UX
• Word-of-Mouth
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Time period: 2 hours Time period: 7 hours
Activity
Time period: 11+ months
Community Conversations are Long-lived
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Community Conversations are Valuable
To be distributed anywhere in the customer experience (website) …
… or as part of a Facebook Brand Page experience
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Community Conversations are Discoverable
More than 50% of purchase research starts in Google
… community provides an opportunity for more content discovery.
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Companies must realize …
• Customer conversations are the building
blocks of relationships
• Relationships are the foundation of a
differentiated customer experience
• Community is a UX tool for facilitating
conversation and relationship
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To realize the CX Obsession
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Wendy Lea · Executive Chairman,
Get Satisfaction · @wendyslea
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Community that means business.
Hinweis der Redaktion
“People in networked markets have figured out that they get far better information and support from one another than from vendors…
Scott: Before diving into the ROI, let’s talk about the consumer trends that are driving value. Fact is, consumer preference for support is changing. According to Forrester, Voice is still number one. But its quickly followed by self-service channels, such as community and website. And this preference for self-service is rising fast:12% rise in web self-service. And a 24% rise in community usageTee-up Question: Natalie, you’ve been working with call centers for quite some time, can you talk about how you’ve seen these trends evolve. What do you think is driving these thrends? Natalie: Talk about how Google and social networks changed our perceptions of information technologyTalk about why community is poised to fill a unique role in capturing value for companies
Here is what consumers want: 81% research products on websites not social networksHowever, 58% discover products on social networks 50% would be interested in joining a brand’s customer community This shows a high level of interest in company websites that are made more social by adding customer community
Scott: Service and support was the functional group that first realized the power of community. However, we are seeing more forward-looking companies adopting customer-centric processes for sales and marketing as well.Tee-up question for Natalie: Natalie, can you talk about some of the ways you’ve seen companies adopt “community” to impact sales and marketing. Natalie:Talk about your initial research around first call resolution and how that impacted CLVTalk about how social content influences customer satisfaction, purchase intent, and/or word-of-mouth
Mention the white paper that will be coming out in next month or two
5% of product ideas from community have been implemented! 99.6% of people who come to community never have to post there because they find what they’re looking for using search
Kiddicare is the UK’s number one online nursery retailer, supplying a wide variety of best-selling baby products and accessories, including pushchairs, car seats, baby furniture, and baby equipment. The award-winning Company stocks over 4,500 products on its website, each with product reviews, images, and detailed descriptions.While Kiddicare had already allowed customer reviews to be posted to its website, the Company was overwhelmed with rising support inquiries and revolutionary solution. Kiddicare wanted to facilitate a social media initiative that would drive product discussion and product champion, while creating a wealth of actionable sales data. The Company sought to reduce the growing number of calls and questions coming through its call centers that were overwhelming agents, driving up costs, and lengthening wait times
Decade of history with the successful SnagIt productHighly anticipated mac version in developmentDesire to collaborate with customers to more quickly iterate Expensive in-person testing and focus groups
So, let’s see how our communities in action. As we mentioned, a community is a destination for long-lasting content and relationships.ClickFleeting conversations from social channels become part of your community. ClickThese topics generate more activity over time. ClickAnd, can be used for word-of-mouth testimonials in marketing campaigns and ecommerce sites, become part of your knowledge base to support customers, and help drive product direction by crowdsourcing development.And, there’s an easy way for customers to find these conversations.