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Adaptive Path MX

The CustomerExperience Obsession

Presented March 17, 2014

By Wendy Lea

Community that means business.

@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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The Customer Experience Obsession

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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, tooSocial 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-ONESUPPORT

PUSHMARKETING

SALES INFLUENCED BY “SOCIAL PROOF”

MANY-TO-MANYSUPPORT

CONTENTMARKETING

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 imperativeWhat 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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PotentialCustomers

Existing Customers

TheBrand

Help

Content

Service/Support

Loyalty Programs

Ads & BrandingW

ord-o

f

-Mouth

Promotions

BondBuy

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 ExperienceNever 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 serviceKoodo 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 revenueWinner 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 insightsMakers 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

445KCommunity Members

$500KEstimated savings

1,200New 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

Act

ivit

y

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 DiscoverableMore 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.