4. BIGGEST decline in TRUST since Edelman started
measuring
5. 77% 31% 42% 27% 76% 32% 9% 2% 0% 10% 20% 30% 40% 50% 60% 70%
80% 90% Happy? Stressed? Trust Religious Leaders Trust Politicians
2012 2017 2017: 28,600 young people in 30 countries
6. 10 Customer Carewords Ltd. customercarewords.com 87% of B2B
BUYERS say that content has an impact on vendor selection Social
Media Today 9% of B2B BUYERS trust vendor websites CMO Council
7. What are the key characteristics of content that had a
meaningful impact on your perceptions of a brand? Contained timely
or unique information
8. What is the main reason a piece of content did not succeed
in making a positive impression? Seemed more like a sales
pitch
9. FOCUS ON CUSTOMERS Gerry McGovern @gerrymcgovern
10. #1: True Customer Obsession #1: Focus on the user and all
else will follow #1: Truly understand customer needs
11. 16 Customer Carewords Ltd. customercarewords.com 0% 2% 4%
6% 8% 10% 12% 14% 16% 18% 20% 2003 2005 2007 2009 2011 2013
Customer Value Brand Value Source: HBR Declining Value of
Brands
12. CURRENT CUSTOMERS Gerry McGovern @gerrymcgovern
13. 0% 10% 20% 30% 40% 50% 60% 70% 80% 2000 2005 2010 2017
TRUST SHIFT From Me & My Brands to Me & My Friends Me &
My Friends Me & My Brands Source: Pew, Edelman, Gallup,
Eurobarometer
15. 21 Customer Carewords Ltd. customercarewords.com People
really like it and so they tell other people about it." Steward
Butterfield, Slack Founder
16. NOT OPINION Gerry McGovern @gerrymcgovern
17. 23 Customer Carewords Ltd. customercarewords.com MailChimp
analyzed over 40 million marketing emails Best subject lines:
60-87% open rate Worst subject lines: 1-14% open rate
18. 24 Customer Carewords Ltd. customercarewords.com Best
Subject Lines Worst Subject Lines [COMPANYNAME] Sales &
Marketing Newsletter Last Minute Gift - We Have The Answer Eye on
the [COMPANYNAME] Update (Oct 31 - Nov 4) Valentines - Shop Early
& Save 10% Source: Mailchimp study
26. 33 Customer Carewords Ltd. customercarewords.com
Kreftforeningen jobber med forbedre sitt tilbud p nett. 1 2 3 4 5 6
12 16 45 1. Treatment 2. Symptoms 3. Preventing TOP MEDIUMSMALL
TINY
27. Tasks Total Vote % of Total Vote 22950 60 Volunteer 99 0.4%
61 Give gift to the Cancer Society 92 0.4% 62 The Varde center
(opening hours, contact details, quotations) 76 0.3% 63 Local
offices of the Cancer Society 74 0.3% 64 Aids (prostheses, wigs) 73
0.3% 65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 66
Employees of the Cancer Society 61 0.3% 67 Sexuality and cancer 49
0.2% 68 Press releases 47 0.2% 69 Vacancies 35 0.2% 70 Donation in
connection with funeral 26 0.1% 71 Annual statement for tax return
25 0.1% 72 Testament - help with writing will/testament 25 0.1% 73
Businesses - how to support the Cancer Society? 23 0.1% 74 Change /
register information about the donor / membership 19 0.1% 75
Starting a collection 18 0.1% 76 Annual report of the Cancer
Society 16 0.1% 77 Memory Gift ("In memory of ...") 13 0.1% 78
Legacy gift (how to give ) 11 0.0% 79 Tax deductions for donations
to the Cancer Society 11 0.0%
28. Gerry McGovern @gerrymcgovern
29. 38 Customer Carewords Ltd. customercarewords.com 87% PAGE
REDUCTION Total pages reduced from 4,000 to 500 Conversion rate
100% up Emails to customer service down by 35% Customer
satisfaction ratings up 38
