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The Survival Guide to Customer Experience FEATURING: Jay Baer Frank Eliason Augie Ray John Goodman Annette Franz and more! THE SURVIVAL GUIDE TO CUSTOMER EXPERIENCE 20 CXM Experts Show Us How It’s Done THE SURVIVAL PREFACE CHAPTER 1 GUIDE TO INTRODUCING CXM THE NEW CUSTOMER- CUSTOMER BRAND RELATIONSHIP EXPERIENCE 4 8 RAGY THOMAS Infographic: What You Should Know About The Age of Experience the Modern Customer LEADERSHIP 6 9 RAGY THOMAS Defining CXM BARRY DALTON CARLOS DOMINGUEZ Bigger Isn’t Always Better in the JEREMY EPSTEIN Customer Business EDITORIAL 11 UYEN NGUYEN FRANK ELIASON The Role of Social Media Customer Service DESIGN Is Changing SARAH KANG 14 ANDREW GRILL Customer Experience Management in the Age of Social 17 ROBERT ROSE A Newly Empowered Customer Demands a New Marketing Approach 19 TIM WALTERS The Main Problem With CXM Is Understanding CXM as a Problem sprinklr.com [email protected] (917) 933-7800 © Sprinklr 2015. All rights reserved. CHAPTER 2 CHAPTER 3 CHAPTER 4 THE NEED FOR A HOLISTIC VIEW WHY SOCIAL MEDIA SHOULDN’T WHAT GOOD CXM LOOKS LIKE OF THE CUSTOMER BE A SEPARATE DEPARTMENT 23 36 44 STEVE CURTIN JAY BAER ROY ATKINSON It’s 2015 – Do You Know Where Your Are Social Media Jobs About to Disappear? Delivering Better Customer Experiences Customers Are? in Three Steps 38 25 CARTER HOSTELLEY 46 ANNETTE FRANZ Transform Social Media Into a Customer JEANNE BLISS Understand to Transform Experience You Can Be Proud Of The ROI of Being a Beloved Company 28 40 49 IAN GOLDING AUGIE RAY JOHN GOODMAN Keeping Pace With Consumers in 2015 Brands: It’s Time to Stop Social Media “Marketing” The Rules of Customer Experience Haven’t Changed 30 42 MARISA PEACOCK Infographic: Inbound Social Media Messages 51 Cultivating the Customer Experience Is and the Business Units Impacted STAN PHELPS a Non-negotiable Managing the Customer Experience 32 53 BARBIE MOSHER ZINCK RICHARD SHAPIRO Great Customer Experience Is Not a Race, Customers are People First It’s a Journey 56 GREGORY YANKELOVICH Customer Experience Management Is Everyone’s Business sprinklr.com [email protected] (917) 933-7800 © Sprinklr 2015. All rights reserved. THE AGE OF EXPERIENCE “People don’t remember WE ARE SURROUNDED BY FORCES what you said. They don’t BEYOND OUR CONTROL remember what you did. Connectivity, mobile computing, and the advent of social media have resulted in a They remember how you power shift between organizations made them feel.” and customers. – Maya Angelou This shift manifests in three key ways: Ragy Thomas If Dr. Angelou had chosen a different path – 1. Customers know more than brands. @ragythomas perhaps become a Harvard Business School Brands used to hold all the information. professor instead of an award-winning poet Customers were limited to information Ragy is a technology visionary, – she may very well have said: from their own experiences and those of entrepreneur, and investor who has played “It is imperative that large brands manage close friends. an instrumental role in the evolution of and optimize customer experiences at every two business-critical channels for the Today, customers can know more about touchpoint across every team, function, enterprise: social media and email. As the products than a company’s own sales people; division, and location.” founder and CEO of Sprinklr – the most more about pricing than a company’s own complete social media management Thankfully, Angelou wasn’t a business school finance department; more about support platform in the world, serving more than professor and her legacy for elegant prose challenges than customer care. 650 enterprise brands globally – he is remains intact. But Angelou’s core insight is a helping large companies reimagine their truism about how people ought to treat one 2. Every customer is a global media company. office infrastructure to manage consumer another and, by extension, how businesses The influence that any single customer had experiences across every touchpoint. should operate. on your business used to be minimal. People either bought your product or they didn’t. Everyone, personally or professionally, should Either way, their impact was limited to their strive to give the best possible experience to own purchasing decisions. those they interact with. Today, any customer can communicate Simple to say? Yes. Simple to do? Hardly. information about your business to billions sprinklr.com [email protected] 4 (917) 933-7800 © Sprinklr 2015. All rights reserved. THE SURVIVAL GUIDE TO CUSTOMER EXPERIENCE “Today’s customer is ANY person (prospect, customer, employee, investor, partner, analyst, observer, reporter, etc.) who interacts with your brand.” of people at a cost of zero. One compelling Notice, I said “any person” as an expanded You need to think about: anecdote about your company can reach definition of “customer.” There is a reason every potential buyer in the entire world in a for that. It isn’t enough to just acknowledge • Turning customer experience into a matter of hours. your actual paying customers. Today’s differentiator for your business. customer is ANY person (prospect, customer, 3. Expectations are elevated. • Finding and training people who employee, investor, partner, analyst, observer, recognize that, literally, every experience We now live in a world where you can book a reporter, etc.) who interacts with your brand. can be life or death for a brand today. castle in France on Airbnb, summon a Ferrari to pick you up at the airport on Uber, and In this brave new world, business leaders are • The next generation of front-office share an entire catalog of music with your confronted with some serious questions: technology that can deliver a holistic view aunt in Morocco on Spotify. of your customers directly to any front line • How do we structure our business to not employee at any time. It’s no wonder that people expect your just manage the challenges of the modern business to deliver amazing service with the customer, but to also take advantage of the Now think about doing this for a business full weight of modern technology at every new opportunities they represent? with hundreds of brands and thousands of employees distributed across dozens of single interaction. If they don’t get it – well, • How exactly do we deliver the right brand departments in dozens of countries. they’ll let you know. experience – making people feel the way we intend – at every possible interaction? So, what does this all mean for your business? Clearly this is a BIG deal. • How do we do all of this at scale, while still CUSTOMER* EXPERIENCE maintaining our core competencies as a THE CUSTOMER EXPERIENCE MANAGEMENT… THE STRATEGIC business? MANAGEMENT DREAM TEAM CHALLENGE Because it is such a big deal, we’ve assembled The answer is Customer Experience Management. *Customer: any person who interacts with the “who’s who” of Customer Experience. your brand at any point in time, in any Customer Experience Management requires a These are the thought leaders and visionaries capacity, on any channel. holistic approach to the infrastructure, training, who eat, drink, and sleep CX. We hope you policies, and people required to manage learn as much from them as we have… and optimize customer experiences at and heed their words. every touchpoint. sprinklr.com [email protected] (917) 933-7800 5 © Sprinklr 2015. All rights reserved. CUSTOMER EXPERIENCE MANAGEMENT (CXM) Definition: The process of providing unforgettable experiences to your customers at every touchpoint – online, on the phone, on social, and in person. This is not optional, even for large, complex organizations. It’s the future of every business operating in a networked world. Your brand isn’t your company. It isn’t your marketing message. It isn’t even your product. It is the sum of your customers’ experience at every brand touchpoint. THE SURVIVAL GUIDE TO CUSTOMER EXPERIENCE CHAPTER 1 THE NEW CUSTOMER-BRAND RELATIONSHIP 8 Infographic: What You Should Know About the Modern Customer 9 BARRY DALTON 9 11 Bigger Isn’t Always Better in the Customer Business 11 FRANK ELIASON The Role of Social Media Customer Service Is Changing 14 ANDREW GRILL 14 17 Customer Experience Management in the Age of Social 17 ROBERT ROSE A Newly Empowered Customer Demands a New Marketing Approach 19 TIM WALTERS 19 The Main Problem With CXM Is Understanding CXM as a Problem sprinklr.com [email protected] (917) 933-7800 7 © Sprinklr 2015. All rights reserved. WHAT YOU SHOULD KNOW ABOUT THE MODERN CUSTOMER Customers are twice as likely to share a negative 60% – 90% 2X experience with a business than a positive one. of in-store purchases are influenced by online research. A happy customer will tell about 4-6 people about their positive experience. of customers feel that vendors 1% consistently meet their expectations. An unhappy customer will tell about 9-15 of customers say that companies do not people about their negative experience. 80% have the context of their last conversation 74% trust suggestions 74% from a “friend” on 90% will look at online reviews social media. 9 before making a purchase. 67% of people will spend money 10 67% after getting recommendations from their “friends” online. of customers will pay more 86% for a better customer experience. Sources: White House Office of Consumer Affairs. McKinsey. Experian. [24]7. Gigya. CEI. © Sprinklr 2015. All rights reserved. THE SURVIVAL GUIDE TO CUSTOMER EXPERIENCE BIGGER ISN’T ALWAYS BETTER IN THE CUSTOMER BUSINESS “Customer centricity is our foundation.” brand promise. There are myriad reasons why. Barry Dalton Some are common root causes. Others are @bsdalton “We are nothing without our customers.” unique to a specific entity. There is one thing “We are in the customer business.” I’ve learned though, that is as close to Barry has spent the better part of 25 a golden rule as you can get on this topic.
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