@BrianSolis. principal analyst & author

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1 @BrianSolis principal analyst & author

2 The Experience Divide

3

4

5 MEET GENERATION-C You are now marketing to an audience with an audience of audiences they are connected by shared experiences either react or design them

6

7 2012: Trust in leadership continues to erode Source: Edelman Trust Barometer!

8 Reinventing the Brand & Sales Cycle!

9 Your business is structured around a different breed of consumerism. Going social, mobile and local get you closer, but not close enough to reach your connected customer

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11 The Dynamic Customer Journey

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13 Whether we like it or not, customers contribute to the state of our brand simply by sharing their experiences.

14 25% Number of large enterprises that feel positive about the way they measure mobile and cross channel experience. Source: Tempken Group Q CX Management Survey of 213 companies with annual revenues $500M or more

15 How effective are CX metrics efforts?! 1. Only 11% of large organizations think their company mostly integrates CX and financial metrics 2. 40% of executive teams review CX monthly 3. 50% of companies use common metrics across their company (up from 43% last year) 4. Over 50% feel positive about phone/online CX experiences, but only 25% feel that way about measuring mobile and cross channel experience

16 The Experience Gap is the separation between your brand promise and desired outcomes 82% have stopped doing business with an organization due to poor customer experience!! 70% are willing to spend an average of 13% more with companies they believe provide excellent customer service! 60% believe businesses have not increased their focus on providing good customer service Sources: American Express Global Customer Service barometer, RightNow.com, Technology Services Industry Association (TSIA)

17 Return on Investment (ROI) Sentiment Customer Lifetime Value (CLV) Recency Frequency Monetary (RFM) Share of Wallet (SOW) Past Customer Value (PCV)

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19

20 Take DIRECT action on the specific issues raised Use input as a difference maker for future customers Loyalty Matters: How NPS relates to growth Source: Bain & Co. established a strong link between organic growth and a company s NPS relative to competitors in its industry

21 Take DIRECT action on the specific issues raised Use input as a difference maker for future customers Closing the Loop Source:

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25 How industries stack up Auto dealers earned the highest average NPS (45%) followed by software companies (41%) and grocery chains (40%). TV service providers and health plans earned the lowest average NPS (19%) followed by credit card issuers and Internet service providers (20%). USAA, credit unions, Bright House Networks, and Marriott most outperformed their industry average NS scores. HSBC, Motel 6, Days Inn, McDonald s, and Charter Communications fell the farthest behind their industry averages. NPS tends to correlate to the age of consumers, with the highest scores coming from older consumers. Banks have the highest ethnic gap in their scores, receiving an average NPS of 45% from Asians and 15% from Caucasians. 25 Source:

26 How NPS relates to customer loyalty A recent study of 10,000 U.S. customers shows that Promoters are: Almost 6x as likely to forgive a bad experience More than 5x as likely to repurchase Are more than 2x as likely as detractors to actually recommend a product or service: 64% of promoter recommend a company compared with 24% of detractors 26 Source:

27 Customer surveys do nothing unless you do something. Fred Reichheld, Creator of NPS 2

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29 The future of your brand and business is not created, it s co-created

30 The EXPERIENCE Layer

31 SEV Shared Experience Value

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33 The future of relationships is not CRM Customer Relationship Management

34 CJM Customer Journey Management

35 If necessity is the mother of invention,! then vision is the father of innovation! #INNOVATEORDIE

36 Shared experiences are everything after all

37 Brian Solis! roup.com rg te e im lt n a ri b briansolis.com lis tion & For more informa it: books, please vis to buy the ook fbusiness ge2

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