Post on 18-Jul-2020
29 de setembro de 2014
Auditório da BMAG
3ª Conferência
Internet, Negócio e Redes Sociais
Confiança e Compromisso nos Canais Digitais
Patrocinadores Globais APDSI
Apoio
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CUSTOMER ENGAGEMENT
JORGE PEREIRA
APDSI @ Porto, 2014.09.29
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Engagement
“to pledge; to support; to guarantee” - Frankish *plegan ;
Promise; Commitment;
“Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service)”, – Richard Sedley
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Engagement
People/People: • Friends (Social Acceptance) • Collaborators (Monetary Needs) • Customer (Job: Personal Esteem)
People/Systems (Digital) •e-commerce (Self/Personal Esteem) • Social Networks (Social Acceptance) •Games (Social or Self)
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Statistics: C. Engagement
It is 6-7 times more costly to attract a new customer than it is to retain an existing customer. (White House Office of Consumer Affairs)
45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. (Forrester)
Consumers are 2 times more likely to share their bad customer service experiences than they are to talk about positive experiences. (2012 Global Customer Service Barometer)
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It takes 12 positive customer experiences to make up for one negative experience. (Parature)
Statistics: C. Engagement
70% of buying experiences are based on how the customer feels they are being treated. (McKinsey)
83% of consumers require some degree of customer support while making an online purchase. (eConsultancy)
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Customer Engagement (Gartner)
Customer Engagement
Active,
Channels Alignment
& CTA
Emotional, Transparency &
Trust
Rational, Greater
Participation & knowledge
Ethical,
Demonstrated Commitment
to Fairness
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Active Customer Engagement
MORE:
Flexible (but not to much)
Timely (Agility)
Reliable
Thorough (Quality)
Accessible
Personal
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Emotional C. Engagement
Sympathy in attendance / contact;
Surprise (positive);
Happiness / Unhappiness; (KPI: On Happy)
Compliment more / Complain less;
Customer data (actual & secure);
Customers' privacy / Campaigns;
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Rational C. Engagement
Fact-finding and research;
Elements associated with the product or service such as value, quality, detail and innovation;
Participation: in a self-service community / engaging in co-creation / customer panel / events;
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Ethical C. Engagement
Deepest values and meanings by which people live;
Human experience;
Responsibilities to employees, partners, customers, suppliers, the community and the world;
Society as a whole is becoming more ethically aware;
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Customer Engagement
Organizations must provide an Excellent Customer Experience …
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Customer Engagement
to allow and potentiate the best Customer Engagement!
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How to Drive Engagement? Six Dimensions of Awesomeness,
( Richard Sedley, 2014)
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How to Drive Engagement?
KPI: 6 dimensions Scale: 1 to 5
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How to Drive Engagement
1.
Clarity & Simplicity
(don’t make me think)
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How to Drive Engagement
2.
Recognition & Reaction
(KYC & Feedback)
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Recognition Chain (KYC)
1. Listening
2. Understanding
3. Remembering (context)
4. Appreciating
5. Enabling
6. Reward (smile & trust)
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How to Drive Engagement
3.
Integrity & Service
(Understand brand promise)
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How to Drive Engagement
4.
Glide & Flow
(ease of use/skills vs challenge/game)
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Flow (Mihály Csíkszentmihályi)
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How to Drive Engagement
5.
Seduction & Delight
(enjoyable & efficient)
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How to Drive Engagement
6.
Ambition & Innovation
(best of breed & story)
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Six Dimensions of Awesomeness
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The WoW Factor
Surprise & Exceed Expectations!
Be Accurate
Be Available
Partner with Customer
Teach Something
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Thank You!
Additional Resources (books, videos, articles)
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Additional Resources
Videos:
Customer & Colleague Engagement (Richard Sedley)
“C.Service_Excellence”, Dennis Snow (experience)
“5 Social Media Content Ideas”, Rob Thomas, 2014
“Effective customer engagement: retail banking”, Thunderhead.com, 20014
“Puma Drives Customer Engagement with Online Video”, 2014
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Additional Resources
Articles:
“THE IMPORTANCE OF THE CUSTOMER EXPERIENCE”
“Gartner Highlights the Four Key Attributes of Customer Engagement”
“Systems of Engagement & the Enterprise, IBM”
“4 slide PowerPoint to a successful client engagement”, 2014
“Gartner Highlights the Four Key Attributes of Customer Engagement”, Janessa Rivera, 2014
“The Move from Systems of Record to Systems of Engagement”, Josh Bersin, 2014