Perspectives in Customer Experience for the Canadian Consumer - Hotel Omni - Mont Royal Montreal May 28, 2015
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Perspectives in Customer Experience
for the Canadian Consumer
Hotel Omni – Mont Royal
Montreal
May 28, 2015
Matthew D’Uva Marie Shubin
President and CEO Director, Global Consumer Relations
E & J Gallo Winery
SOCAP International
Chair,
SOCAP 2015 Board of Directors
© SOCAP International
Who is SOCAP International?
We are the leading resource
and authority for customer
care & engagement
professionals”
© SOCAP International
Overview
• Founded in 1973
• Represent the customer care profession
• Support top Fortune/Forbes 1000 companies and hundreds of business
partner organizations through:
• Professional Development
• Networking
• Tools, Knowledge Resources and Thought Leadership
• Contact Tammy Cossairt – tammy@ socap.org 703-910-2477 to become
a member
© SOCAP International
Thank You to Our Event Sponsors © SOCAP International
Today’s Guest Speakers Suzanne Henricksen, Senior Director. Consumer Affairs, Brand Insights and Digital Insights The Clorox Company Improving Customer Experience Through Effective Knowledge Management © SOCAP International
Today’s Guest Speakers
Corinne Lalonde, Interactive Marketing Specialist
Spécialiste Marketing Interactif, L'Oréal Canada
Social Media and Its Impact on the Customer Experience
© SOCAP International
Today’s Guest Speakers
Maxime Lamoureux – Director of Rooms & Six Sigma,
Directeur hébergement et Six Sigma – Director of Rooms & Six Sigma
Le Centre Sheraton Montréal – Starwood Hotels & Resorts
Managing Guest Experience Before, During and After Each Hotel Stay
© SOCAP International
A Special Thanks To Pierre Marc Jasmin
Pierre Marc Jasmin - MBA
Président et conseiller stratégique
SERVICES TRIAD
2360, rue Notre-Dame ouest, suite 312
Montréal (Québec) H3J 1N4
(514) 931-0663 poste 226
© SOCAP International
pmjasmin@servicestriad.com www.servicestriad.com
© SOCAP International
SOCAP 2015 Annual Conference October 18 – 21 The Diplomat Resort Hollywood, Florida © SOCAP International
Annual Conference Focus
Customer Engagement –Today and Tomorrow
• Ways that companies can deliver the right level of service at the right time
through the right channels to meet the expectations of customers
• Processes supporting customer engagement, including customer journey
• Handling New Technologies
• Supporting and Building a Culture of Engagement
© SOCAP InternationalSymposium / Executive Summit 2015 – Las Vegas
• New Format for Symposium - 4 Tracks
• Professional Development Focused
• Workshops Requiring Engagement and Interactivity
• Moderators Helped Coach on Adult Learning Techniques
• Certificate of Completion for those who followed a specific track
© SOCAP InternationalSOCAP’s Customer Engagement Framework © SOCAP International
Assessments
• A Benefit of Corporate Membership – Participation at no extra cost!
• Self-Serve Assessment
• Complete online assessment questionnaire and receive
standardized output report with recommendations and scores.
• Consultative Validation and Assessment
• Complete online assessment questionnaire
• Interviews and additional assessment with SOCAP Partner, CX Act
• CX Act facilitates in-person review and roadmap development and
strategy meeting.
© SOCAP InternationalApplications for the Tool
• Team Alignment
• Strategic Planning
• Orientation Tool
• Succession planning
• Industry comparisons of current practices
• Tool to promote Care and Engagement Function to the rest of the
company
© SOCAP International™
Please look up your product to begin Action!
Download Action!
App.Search for: “theactionapp”
SCAN
in App Store (Apple) and Google
Play
SEARCH
© SOCAP InternationalIndustry-Wide Initiative:
To bring breakthrough thinking in mobile technologies to
business across multiple industries, maximizing their
engagement with their consumers.
•The Action Company is undertaking this industry-wide
initiative with Astute Solutions and Wilke Global as
technical partners/resellers
•SOCAP-Action! Consortium – harnessing the collaborative
expertise and thought leadership of Brands, Technology
Partners and Contact Center Partners
© SOCAP InternationalThe Action! App can now scan over 850,000 UPC’s. Have detailed product
data for over 325,000 products representing over 1,300 brands.
Consumers can:
• Communicate with the Brand via Mobile
• Less publicly than on Social Media
• Where-to-buy
• Engage in Promotions
• Access Product / Nutritional Information
© SOCAP InternationalBenefits for Consumers and Brands Alike
For Consumers:
Action! App makes their life easier. Lets them interact
with brands on their own terms.
For Consumer Affairs Departments
• Integrated with your systems (CRM, product locator,
knowledge).
• Streamlines self help.
• Reduces handle times – focus on resolution.
• Private conversation - brand controls the message.
• Rich data and consumer analytics.
© SOCAP InternationalPierre Marc Jasmin
Hotel Omni – Mont Royal
Montreal
May 28, 2015Perspectives In Customer Experience
for the Canadian Consumer
Montreal
May 28 – 2015Customer Experience: Definition
23
• The customer experience refers to the emotions and feelings
experienced by a customer before, during, and after
interacting/acquiring a product or a service.
• The customer experience is therefore subject to diverse
elements (advertising tone, ambiance at point of sale, vendor
relationship, actual experience using the product/service,
customer support, etc.)
• The customer experience is obviously considered to have an
impact on customer satisfaction and loyalty.
© SOCAP InternationalCustomer Experience is a Continuous Cycle
.
24
© SOCAP InternationalTransaction Cycle and Customer Experience
25
.
.
Preparation
Acquisition After-sale
/Transaction Support
Needs and wants Sale outlet transaction Follow-up and support
Exposure to information Electronic transaction Guarantees and claims
Referral activites Phone transaction Satisfaction awareness
Tests and trials (virtual and real) Usage experience Loyalty process
Improving the
Building trust Providing performance
experience
© All rights reserved. Triad Services Inc.
© SOCAP InternationalPositive Customer Experience Brings Loyalty
.
26
Where does your organization stands ?
© SOCAP InternationalTen Powerful Customer Experience Statistics
27 1- 94% of customers who have a low-effort service experience will buy
from that same company again (CEB)
2- 55% of consumers are willing to pay extra for products and services
from companies that are committed to positive social and environmental
impact (Nielsen)
3- 62% of organizations view customer experience provided through
contact centers as a competitive differentiator (Deloitte)
4- 92% of organizations that view customer experience as a differentiator
offer multiple contact channels (Deloitte)
5- Bad experiences sharing always override good experiences sharing
with close people (Dimensional Research)
© SOCAP InternationalTen Powerful Customer Experience Statistics
28 6- 90% of respondents who recalled reading online reviews claimed that
positive online reviews influenced buying decisions, while 86% said
buying decisions were influenced by negative online reviews.
(Dimensional Research)
7- 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)
8- A 1% improvement in first Call Response = $276,000 in annual
operational savings for the average call center (SQM Group)
9- When companies engage and respond to customer service requests
over social media, those customers end up spending 20% to 40% more
money with the company. (Bain & Company)
10- 80% of CEOs believe they deliver a superior customer experience, but
only 8% of their customers agree. (Bain & Company)
© SOCAP InternationalA demand for Multiple Channel in Customer Service 29 © SOCAP International
Growth of CX Channels in 2014
30
* Execs In The Know and Digital Roots “Customer Experience Management Benchmark Series” – 2014 Edition
© SOCAP InternationalToday’s Presentations
31
• Improving Customer Experience Through
• Data Effective Knowledge Management
Suzanne Henricksen
• Social Media
• Social Media and Its Impact on the
Customer Experience
Corinne Lalonde
• Global approach • Managing Guest Experience - Before,
During and After Each Hotel Stay
Maxime Lamoureux
© SOCAP InternationalToday’s Guest Speakers
Suzanne Henricksen,
Senior Dir. Consumer Affairs, Brand Insights and Digital Insights
The Clorox Company
Improving Customer Experience Through Effective Knowledge Managem
© SOCAP InternationalPlease enjoy this opportunity
to dine and networkToday’s Guest Speakers
Corinne Lalonde, Interactive Marketing Specialist
Spécialiste Marketing Interactif, L'Oréal Canada
Social Media and Its Impact on the Customer Experience
© SOCAP InternationalPlease enjoy a 15 minute break
Hotel Omni – Mont Royal
Montreal
May 28, 2015Today’s Guest Speakers
Maxime Lamoureux – Director of Rooms & Six Sigma,
Directeur hébergement et Six Sigma – Director of Rooms & Six Sigma
Le Centre Sheraton Montréal – Starwood Hotels & Resorts
Managing Guest Experience Before, During and After Each Hotel Stay
© SOCAP InternationalRoundtable 3.0
Leap
Vertical
Customer Care At A Whole New Level
© SOCAP International© SOCAP International
Principles
1. Whoever comes is the
right person.
2. Whatever happens is
the only thing that
could have.
3. Whenever it starts is
the right time
4. When it’s over, it’s over
© SOCAP InternationalLaw of 2 Feet © SOCAP International
© SOCAP International
Vertical Leap – Topics for Discussion
Table #1
Table #2
Table #3
Table #4
© SOCAP International© SOCAP International
© SOCAP International
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