Denis PombriantManaging PrincipalBeagle Research Group, LLC

SFTC*Solve For The Customer

The Problem

Guerilla War 1.0 What’s your

Sucks Score?

Company Sucks Score

Exxon Mobile 5,500,00

Wal-Mart Stores 11,700,000

Royal Dutch Shell 1,490,000

BP 16,900,000

General Motors 651,000

Oracle 1,540,000

Rolls Royce 452,000

SAP 9,790,000

Harvard University 397,000

PissedConsumer.com “xxx Bank stole my cahs (sic) rewards” “xxx Bank — modification request not

properly handled, home in foreclosure” “xxx Bank — I was lied to”

Guerilla War 2.0

“xxx Airlines Unscrupulous, xxx Airlines Steals Money!”

“xxx Airlines Ripoff. Abuse, incompetence Houston Texas”

“xxx Airlines … not a good way to start or finish a vacation, Chicago, Illinois”

RipOffreport.com

“xxx — Constant wrong orders!” “xxx — Discrimination” “xxx — Price discrepancy” “xxx — Dirty hands of employees,

Rude behavior”

ComplaintsBoard.com

Consumerist.com

“We are sold out of : 32 ct. Tums Ultra chewy, cherry antacids (245-05-0141). Please substitute: 10-ct. Trojan bare skin condoms (245-03-0387).”

How We Got Here

Customers have a megaphone You don’t sell, they purchase The customer lifecycle has changed Your automation is inadequate But that’s not the point

What Has Changed

Too many vendor systems are systems of record (transaction) with happy

faces.

What Is the Point?

Vendors think about transactions

Customers think about processes

The customer experience is all about process

Customers with broken processes have bad experiences and tell the world

More to the Point

Discover

Engage

Buy

Use

Bond

Advocate

Today’s Customer Lifecycle

The Real Thing

Many Brands

Un-regulated

Buy it on Amazon

Moments of Truth

Event 1

Event 2

Event 3

Event n…

Breaks

Managing Cascades

Anna Karenina Lifecycle

Discover

Engage

Buy

Use

Bond

Advocate

Breaks

Moments of Truth

The Anna Karenina Principle

“Happy families are all alike. Every unhappy family is unhappy in its own way.”

Woody Allen

People – Enable people to do good work

Process – Support them with systems of engagement not simply systems of record

Technology – New technology outlook with linked elements, workflow, collaboration, analytics, social, multi-platform

Same Old Story

Use Good Judgment We are as maniacal

about our metrics as our mission.

We Solve For The Customer (SFTC).

We are radically transparent.

HubSpot’s Culture Code

We give ourselves the autonomy to be awesome.

We are unreasonably picky about our peers.

We invest in individual mastery and market value.

We constantly question the status quo.

People

Knowing what your moments of truth are

A software platform that incorporates the tools that drive process

Rapid application development and deployment process

So that you can be in your customers’ moments of truth

Process Orientation

Social listening Moments of Truth: Are you

delivering the value that customers want and expect?

How do you know? If you ask your customers, they’ll

tell you. Got community?

Knowing Your Moments of Truth

Filtering the social stream Key words, brand, product, company,

individuals, #, @ Bucket the results to start internal

cascades. Enhancements, How-to, Complaints,

Business issues, Complements, Theft…

Ad hoc Community

Managed Community

Mediated Community

Makes CRM a system of engagement not just a system of record

Ties together process by bringing linking technologies and data

Eliminate coding and rely on the platform

Enables process support, in the moment of truth

So that you don’t suck

Platform

Select a vendor Hire a professional manager Design and build site Start slow but also get some quick

wins Let them lead Atmosphere of trust Say thank you!

My Advice

Engage, improve NPS Sharpen value proposition ID broken cascades ID new products and services Discover what’s important Develop metrics around the new

value proposition

Solve for the Customer

Suck

Beagle Research Group, LLCwww.BeagleResearch.com

781-297-0066

Thanks!