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
©2013 Infosistema. Todos os direitos reservados. V1_20140626
1 Consulting | Technology | Outsourcing www.infosistema.com
CUSTOMER ENGAGEMENT
JORGE PEREIRA
APDSI @ Porto, 2014.09.29
©2013 Infosistema. Todos os direitos reservados. V1_20140626
2
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
©2013 Infosistema. Todos os direitos reservados. V1_20140626
3
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)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
4
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)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
5
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)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
6
Customer Engagement (Gartner)
Customer Engagement
Active,
Channels Alignment
& CTA
Emotional, Transparency &
Trust
Rational, Greater
Participation & knowledge
Ethical,
Demonstrated Commitment
to Fairness
©2013 Infosistema. Todos os direitos reservados. V1_20140626
7
Active Customer Engagement
MORE:
Flexible (but not to much)
Timely (Agility)
Reliable
Thorough (Quality)
Accessible
Personal
©2013 Infosistema. Todos os direitos reservados. V1_20140626
8
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;
©2013 Infosistema. Todos os direitos reservados. V1_20140626
9
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;
©2013 Infosistema. Todos os direitos reservados. V1_20140626
10
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;
©2013 Infosistema. Todos os direitos reservados. V1_20140626
11
Customer Engagement
Organizations must provide an Excellent Customer Experience …
©2013 Infosistema. Todos os direitos reservados. V1_20140626
12
Customer Engagement
to allow and potentiate the best Customer Engagement!
©2013 Infosistema. Todos os direitos reservados. V1_20140626
13
How to Drive Engagement? Six Dimensions of Awesomeness,
( Richard Sedley, 2014)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
14
How to Drive Engagement?
KPI: 6 dimensions Scale: 1 to 5
©2013 Infosistema. Todos os direitos reservados. V1_20140626
15
How to Drive Engagement
1.
Clarity & Simplicity
(don’t make me think)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
16
How to Drive Engagement
2.
Recognition & Reaction
(KYC & Feedback)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
17
Recognition Chain (KYC)
1. Listening
2. Understanding
3. Remembering (context)
4. Appreciating
5. Enabling
6. Reward (smile & trust)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
18
How to Drive Engagement
3.
Integrity & Service
(Understand brand promise)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
19
How to Drive Engagement
4.
Glide & Flow
(ease of use/skills vs challenge/game)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
20
Flow (Mihály Csíkszentmihályi)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
21
How to Drive Engagement
5.
Seduction & Delight
(enjoyable & efficient)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
22
How to Drive Engagement
6.
Ambition & Innovation
(best of breed & story)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
23
Six Dimensions of Awesomeness
©2013 Infosistema. Todos os direitos reservados. V1_20140626
24
The WoW Factor
Surprise & Exceed Expectations!
Be Accurate
Be Available
Partner with Customer
Teach Something
©2013 Infosistema. Todos os direitos reservados. V1_20140626
25
Thank You!
Additional Resources (books, videos, articles)
©2013 Infosistema. Todos os direitos reservados. V1_20140626
26
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
©2013 Infosistema. Todos os direitos reservados. V1_20140626
27
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
Top Related