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Presented by Sally Hurley, President VIPdesk. What this presentation covers: -What is Brand Experience Management? -The importance of Brand Experience Management -The role of the contact center -Brand Experience Management Results
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VIPdesk Webinar Series
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1
Behind Every Great Brand is a Great Brand Experience
Brand Experience Management
Ensuring Lifetime Loyalty One Customer Interaction at a Time
Presented by:
Sally HurleyPresident, VIPdesk
View the webinar
Agenda
• About VIPdesk
• What is Brand Experience Management?
• The importance of Brand Experience Management
• The role of the contact center
• Brand Experience Management Results
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 2
Brand Experience Management
About Today’s Presenter
• 20+ years experience delivering premium customer service
• Passion for the customer experience
• Led VIPdesk’s migration to home-based service solution from centralized structure
• Committed to building a culture that supports work-life balance
• Excited to be a part of a transformational way of providing customer service- via a home-based team
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 3
About VIPdesk
Sally HurleyPresident
Tweeting about Today’s Webinar?
VIPdesk on Twitter: @VIPdesk
Hashtag: #vipdesk
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 4
Making Great Brands Even Better
VIPdesk’s full suite of Brand Experience Management solutions include
Virtual Concierge and Contact Center Services, Social Media
Management, Experiential Programs, IVR Services and Voice of the
Customer Surveying & Analytics. Global industry leaders trust VIPdesk to
enhance their brands through our customer care and loyalty programs.
Serving as a seamless extension of their brands, our innovative Brand
Experience Management Solutions deliver memorable customer
experiences, business insights and actionable intelligence that generate
customer advocacy and drive business growth.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 5
About VIPdesk
VIPdesk Service Offerings
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 6
About VIPdesk
Concierge and Loyalty
Services
Customer Care
Solutions
Social Media
Support
Experiential Programs
IVR Services
Voice of Customer Surveying
and Analytics
Brand Leaders Trust Us
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 7
About VIPdesk
Customer Care Experts
• 20+ years of customer service experience
• 10+ years optimizing home-based model
• Expertise in virtual recruiting, training and performance management
• Demographically matched Brand Ambassadors
• Unique platform, processes and culture
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 8
About VIPdesk
What is Brand Experience Management?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 9
“Every interaction with the customer is a marketing event.”
Advertising Age
Defining Brand Experience Management
In-store, on-site
Online, calls, emails, chats
Social media interactions
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 10
What is Brand Experience Management?
Alignment of all customer touch-points with a company’s brand promise
What is Brand Experience Management
What is Brand Experience Management?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 11
MARKETINGSTIMULUS
BRANDINTERACTION
Radio
SocialMedia
PR
DirectMail
Paid Search
Natural Search
Website
In-Store
Magazine
TV
Billboards
Text
TweetFax
Call
ChatBrand
SatisfactionLoyalty
ROI
Referral
Brand Experience Management Key Elements
• Listening to customers
• Determining target brand identity
• Understanding all customer touch-points
• Aligning messaging and conduct of customer facing team
• Achieving brand reinforcement through service delivery
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 12
What is Brand Experience Management?
Does Brand Experience Management Matter?
95%of business leaders believe Customer Experience is the new
battleground (MCE)
Source: The DNA of the Customer Experience: How Emotions Drive Value
What is Brand Experience Management?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 13
Does Brand Experience Management Matter?
What is Brand Experience Management?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 14
49%of customers say a majority of their experiences are bland
Source: Gallup
Does Brand Experience Management Matter?
What is Brand Experience Management?
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 15
67%of consumer purchase
decisions are primarily influenced by word of mouth – #1 factor
Source: McKinsey/Thompson Lightstone
The Power of Brand Experience Management
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 16
The Importance of Employees
Human Resources People and Leadership
Prioritize employees: employees are the company’s No. 1 customer
President/COO Colleen Barrett: Make employees feel good about what
they’re doing on a daily basis, then Satisfied employees will deliver the same
sense of friendliness and care to Southwest passengers.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 17
The Power of Brand Experience Management
The Importance of Customer Service
"We are a customer service business that just happens to fly airplanes.”
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 18
The Power of Brand Experience Management
Recognizing Customers
Send birthday cards
Invited to company events
Feature in advertising and publications
Recognize at corporate events
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 19
The Power of Brand Experience Management
Customer Service Principles
Always capitalize the “C” in Customers to emphasize their importance
Employee paycheck reminder: “Customers were responsible for providing this paycheck”
Hiring system to attract and retain “Warrior Spirits” with innate customer service skills
Implement a recognition system and invite the external Customer to help recognize employees
Utilize fun as a strategy to find the kid in everyone
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 20
The Power of Brand Experience Management
Service Never Sleeps
Warehouse is open 24/7
Customers can order shoes as late as 11 p.m. and receive next-day
Most repeat customers get upgrades to free overnight or second-day delivery
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 21
The Power of Brand Experience Management
"If customers know that
they're going to get the best
service from Zappos and
they're going to get it
overnight, then anytime we're
going to add a product
category, our customers will be
loyal to us.”
Tony Hsieh, Zappos CEO
Zappos Core Values
Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With
Communication Build a Positive Team and Family Spirit Do More With Less Be Passionate and Determined Be Humble
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 22
The Power of Brand Experience Management
Culture is the Key to Customer Service
All new corporate employees receive four weeks of customer loyalty training -answering phones in the call center - before starting their actual job
New hires are offered $2000 to leave if the culture does not “fit.”
"Culture Book” employees annually describe what the company culture means to them
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 23
The Power of Brand Experience Management
“Our number one focus is our
company culture. We interview
people for culture fit. We want
people who are passionate
about what Zappos is about -
service. I don't care if they're
passionate about shoes."
Tony Hsieh, Zappos CEO
What’s NOT in the Call Center
Scripts
Call time limits
Robotic behavior
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 24
The Power of Brand Experience Management
The Role of the Contact Center
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 25
“A customer experience strategy must be embedded throughout the organization to be successful.”
Shaun Smith, Smith+co
Six Strategies for Aligning your Brand Promise
1. Use your own service
2. Listen to the voice of the customer
3. Build a customer-centric corporate culture
4. Replace call center agents with brand advocates
5. It’s the little things that make the brand
6. Mix up your metrics
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 26
The Role of the Contact Center
Use your own service
Call your own toll-free number
Call in the evening/weekend, from your home
Do not call employee hotline or identify yourself as employee
Ask questions that a typical customer would ask
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 27
The Role of the Contact Center
Listen to the voice of the customer
Leverage insight and feedback from customers
Leverage interaction mining tools; social media monitoring platforms
Determine what you want to measure and evaluate
Marketing and Executive teams should review customer feedback
Don’t just use a snapshot – listen and calibrate regularly
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 28
The Role of the Contact Center
Build a customer-centric corporate culture
Encourage employees to act as champions for customers
Build throughout the organization, not just contact center
Organization should provide great customer service to one another to thoroughly integrate customer focus
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 29
The Role of the Contact Center
Hire brand advocates
Front-line agents serve as first, often only, touch-point for your brand
Must deliver passion for your brand, culture and customer service focus
Brand advocates serve customers’ immediate needs and long-term impression
Result is customer loyalty and brand differentiation
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 30
Using the Contact Center to Develop Brand Experience Management
It’s the little things that make the brand
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 31
The Role of the Contact Center
Little things can make a big difference in brand perception
Examples include
Is “hold” music consistent with messaging and demographic?
Does email font match who company identity?
Is tone of voice and script what the customer expects
Does the customer receive a consistent experience from one contact to another?
Mix up your Metrics
More to metrics than SLAs
Ask yourself what is most important to your company’s long-term success, not just short-term performance
Identify KPIs that measure brand experience performance, not just immediate service levels
Example: First call resolution might be more useful than AHT
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 32
The Role of the Contact Center
Brand Experience Management Results
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 33
Still need a quote here…will find it on Wednesday
Brand Experience Management Strategy
Start with brand promise
Design the customer experience with the brand promise in mind
Assess customer’s needs
Serve the customer completely (look backwards and seek out needs)
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 34
Brand Experience Management Results
Provide relevant matches to customer needs
Communicate as desired by the customer
Rapport and empathy-baseline
Be the expert
Express gratitude on behalf of brand
Be helpful
Brand Experience Management Experience
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 35
Brand Experience Management Results
Gateway Services: Unify disjointed customer experience
Outbound welcome calls: Special touch to make customers feel special
Passionate brand advocates: Identify with company culture, values, and products/services
VIPdesk. Making Great Brands Even Better.
Questions and Discussion
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 36
Upcoming VIPdesk Webinars
October 2010•October 19: Impact of Social Media on the 2010 Retail Holiday Season•October 26: How Quicken Loans Uses Social Media to Strengthen Customer Relationships
November 2010•November 9: Customer Experience Management: The Key to Continued Business Growth & Success•November 30: How to Integrate Social Media Into Your Contact Center
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 37
Connect With Us Online
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 38
Website: http://www.vipdesk.com
Blog: http://blog.vipdesk.com
Twitter: http://twitter.com/vipdesk
Facebook: http://facebook.com/vipdesk
LinkedIn: http://linkedin.com/companies/vipdesk
YouTube: http://youtube.com/user/vipdesk
Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss
VIPdesk. Making Great Brands Even Better.
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 39
Sally HurleyPresident
(703) [email protected]
www.twitter.com/vipdeskwww.vipdesk.com