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Brand Relationships: The Good Is Expected The Bad Goes Viral

Paige O’Neill, CMO, SDL

The Brand-Customer Relationship

New Global SDL CX Research

○ Where does customer experience go wrong?

○ Can you ever win back ex-customers?

○ What gets customers to recommit?

3

The Good is Expected, The Bad is Remembered…

2 out of 3 recalled a MAJOR customer

experience failure over the last 10 years

…less than half remembered a success

4

Where Does Customer Experience

Go Wrong?

5

Where the Experience Goes Wrong

Purchase

21% of failures

happen during the

buying process

First Use

17% are lost

during the first

engagement

Support

32% of failures

happen during

post-sale

6

Can You Ever

Win Back

Ex-Customers?

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Do customers

want to

reengage

with brands

that jilted them?

82%tried to resolve

18% did not

YES

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But…the odds are stacked against it

1 in 5 would

consider coming back4 in 5 will never

come back56%

left anyway

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What Gets Customers to

Recommit?

The sweet spot for success is the combination of

people, process and technology

Customer service was cited in

3 of the top 4 reasons for positive CX

Getting it Right: The Human Touch

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For More Detail

Download the Research:www.sdl.com/GartnerSummit

Visit us atSolution Showcase Booth PR 3

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Shawn BurnsSenior Vice PresidentSchneider Electric

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Start with the customer

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Search is UNIVERSAL

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Something social in the air

Every 60 seconds…

• 278,000 tweets sent

• 72 hours of videos uploaded to

YouTube

• 1.8 million pieces of content shared

on Facebook

• 3600 new photos on Instagram

• 347 new blog posts

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The canvas has shrunk

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Business in a Browser

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The Media Challenge (er, Mess)

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Your New Competitor

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Speed Matters!

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Big Data “Coming Soon” to YOUR Widgets

22

Marketing’s Future is “Data Scientists”

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Design Simplicity will be Ubiquitous

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Disintermediation

The Biggest Risk (and Opportunity!) for corpwebsites

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Global Customer Experience Management