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JOURNAL of CUSTOMER EXPERIENCE Volume 2 | Winter 2015 Journal IT’S TIME TO of START OVER Customer Experience VOLUME 2 | WINTER 2015 On the inside... How to transform your business with: Shell Nasdaq Edelman Digital Plus... Hundreds of brands ranked on social performance. What would happen if every business hit the reset button? Social recap: the social news you need to know. JOURNAL OF CUSTOMER EXPERIENCE Volume 2 | Winter 2015 LEADERSHIP: ABOUT THIS PUBLICATION RAGY THOMAS The Journal of Customer Experience – brought to you by Sprinklr – Founder and CEO is a comprehensive resource for practical advice, original research, CARLOS DOMINGUEZ and valuable data about how social is transforming businesses. President and COO JEREMY EPSTEIN VP of Marketing EDITORIAL: ABOUT SPRINKLR BRIAN KOTLYAR Sprinklr is the most complete enterprise social media management AVP of Demand Generation technology in the world, purpose-built for large companies to BROOKE BAUMGARTNER drive business outcomes and manage customer experiences across Data Journalist all touch points. Called “the most powerful technology in the market” by Forrester Research, Sprinklr’s fully integrated social DESIGN: media management software powers more than four billion social COLUMN FIVE connections across 77 countries. @Sprinklr Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 2 TABLE OF CONTENTS 04 INTRODUCTION 26 CONTENT IS STILL KING 39 SOCIAL BRAND HEALTH ANALYTICS What would the world of business How publishers have the power Our rankings of the Alcohol, Automobile, look like if we could all start over? to fuel the conversation Consumer Electronics, Fashion, by RAGY THOMAS, Founder and CEO, Sprinklr by ANN MARINOVICH, Vice President, Luxury Hospitality, and Retail industries Advertising Products and Strategy, Forbes Media CONTRIBUTORS 06 46 ON THE SAME WAVELENGTH 29 BRIDGING THE GAP Eliminating silos for a cohesive 08 SOCIAL NEWS YOU NEED TO KNOW customer experience How Nasdaq uses social to build by CHRISTINE CEA, Former Senior Director a sales and marketing partnership Marketing Communications, Unilever 10 THINKING HOLISTICALLY AND SOCIALLY by RUSS RUBINO, Vice President The agency strategy for the new age Global Marketing, Nasdaq by DAVE FLEET, Senior Vice President, 49 REFLECTING ON 2014 AND LOOKING Edelman Digital FORWARD TO 2015 32 TALKING STRATEGY WITH SOCIAL EXPERIENCE PRACTITIONERS A Q&A featuring: 13 SOCIAL BY THE NUMBERS A Q&A featuring: LISA STRYKER, Social Media Manager, Duke Energy JOEL COMM, New York Times Best-Selling Author and New Media Marketing Strategist Partnerships and 16 CONNECTING AT SCALE EDWARD DZIALOWSKI, Strategic Alliances Manager, Cheil Worldwide The importance of communicating JUSTIN GILLMAR, Director of Social Media authentically with your customers and Content Marketing, DeVry Education SHARON LASURE-ROY, Senior Consultant by Vice President and Head Group Social Media, Florida Blue, Florida’s Blue Cross DON BULMER, of Social Media and Brand Innovation, and Blue Shield Plan JIM HANAS, Director of Audience Royal Dutch Shell Development, HarperCollins Publishers SLOANE KELLEY, Executive Producer, 18 USING SOCIAL TO REALLY KNOW PGA TOUR Digital YOUR CUSTOMERS DAVE KERPEN, CEO, Likeable Local, A four-point plan for embracing social media Author and Speaker to up your customer knowledge game by RICK WION, Co-Founder, Manifest Digital JUSTINE LOMONACO, Senior Social Media and former Director of Social Media, McDonald’s Manager, Say Media JEREMIE MORITZ, Global Digital Content 23 HOW NEW YORK LIFE IS PROVIDING and Media Manager, Pernod Ricard CONSISTENTLY POSITIVE EXPERIENCES A Q&A with DIPAYAN GUPTA, Head of Social Media Marketing and Strategy, New York Life Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 3 What would the world of business Introduction look like if we could all start over? RAGY THOMAS, If your company were a newborn startup, just taking its first steps Founder and CEO, Sprinklr into the world today, what would it look like? Would you market in the same way? Sell in the same way? Provide customer service in the same way? I spend time with Fortune 500 executives every day, and in boardrooms around the world, the answer is the same: “I would rethink everything.” Does that seem strange to you? We are in an age of unprecedented corporate profitability. The Dow Jones is higher than it’s ever been. Companies appear to be thriving. If things are going well, why are executives so ready for change? The answer is simple and universal: “My customer has changed, but my business hasn’t.” The signs are everywhere. Customers know about new products before the sales team does. They know how to fix bugs before the support team does. They know about pricing mistakes before the finance team does. They publicly discuss the quality of interaction at every company touchpoint – whether it’s in-store, on the phone, on Twitter, or on some brand-new, barely invented medium. This change in customer behavior also changes consumer expectations. Hyper-informed and connected customers expect to do business with hyper-informed and connected organizations. They expect the quality of their experiences with brands to reflect the world we now live in. In fact, according to Gartner Inc., in just a few years, 89% of businesses will compete mainly on customer experience (2014). There’s little question that a focus on customer experience is no longer optional. Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 4 This Journal is a testament to a group of visionary leaders who recognize the customer experience imperative and are transforming their organizations to thrive in the new world. These remarkable business leaders are thinking like startup CEOs, re-examining every assumption, and learning how to make customers fall in love with their brands all over again. We are proud to showcase a few of these remarkable leaders and the difference they are making in this new age of business. Welcome to the age of the customer. 42% There is little of people will tell their friends about + a good customer experience on social question that a focus on 53% – customer experience is will talk about a bad one. no longer optional. Source: American Express Global Customer Service Barometer (2012) Customers who encounter positive social customer care experiences are nearly three times more likely to recommend a brand. Source: Harvard Business Review (2012) 3X Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 5 Contributors DON BULMER JUSTIN GILLMAR Vice President and Head of Social Media Director of Social Media and Content and Brand Innovation, Royal Dutch Shell Marketing, DeVry Education Group CHRISTINE CEA DIPAYAN GUPTA Former Senior Director Marketing Head of Social Media Marketing and Strategy, Communications, Unilever New York Life JOEL COMM JIM HANAS New York Times Best-Selling Author Director of Audience Development, and New Media Marketing Strategist HarperCollins Publishers EDWARD SLOANE KELLEY DZIALOWSKI Executive Producer, Partnerships and Strategic Alliances Manager, PGA TOUR Digital Cheil Worldwide DAVE FLEET DAVE KERPEN Senior Vice President, CEO, Likeable Local, Edelman Digital Author and Speaker Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 6 Contributors SHARON LISA STRYKER LASURE-ROY Social Media Manager, Senior Consultant Social Media, Florida Blue, Duke Energy Florida’s Blue Cross and Blue Shield Plan JUSTINE LOMONACO RICK WION Senior Social Media Manager, Co-Founder, Manifest Digital and former Say Media Director of Social Media, McDonald’s ANN MARINOVICH Vice President, Advertising Products and Strategy, Forbes Media JEREMIE MORITZ Global Digital Content and Media Manager, Pernod Ricard RUSS RUBINO Vice President Global Marketing, Nasdaq Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 7 In social, news moves faster than you can say “tweet.” And we get it – you have more Social News important things to do than refresh your newsfeed all day. That’s why we’ve done the work for you and rounded up the most impactful news stories in social for the second half of 2014. Facebook Messing The New Foursquare With Your Emotions Foursquare gets a huge Facebook comes under public makeover, increasing the scrutiny for going all “Big Brother” emphasis on neighborhood and controlling the amount of discovery, location-based positive and negative content notifications, and Yelp-style in user feeds. restaurant reviews. JUN JUL AUG Goodbye to the Twitter Timeline? Instagram Has Although Twitter’s algorithm a Need for Speed has remained consistent over the Instagram releases its new years, this could be changing as hyperlapse app, allowing users the company experiments with the to create professional-looking way tweets surface in user feeds. time-lapse videos. SEP Ello Hits the Scene Ello, the social network with zero ads, soars in popularity, raising questions about the role of advertising on social networks. Snapchat Experiments With Ads Snapchat experiments with ads OCT by allowing select companies to create branded and event-specific content in the “My Story” and “Our Stories” sections of the platform. Copyright © 2015 Sprinklr. All rights reserved. Journal of Customer Experience 8 Social News Organic Reach Takes Yet Another Hit Facebook decreases the organic Twitter Goes Visual reach of brand posts even further Twitter announces plans for native by filtering out content that is video recording, editing, and deemed “overly promotional” sharing within
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