doing more with less in challenging economic times

Doing More with Less in Challenging Economic Times

Dr. Gary Edwards

Chief Customer Officer

October25, 2011

We believe that everyone deserves to love where they work, shop and dine.

Customer Relationship Optimization

Why Am I Here?

Does the

Experience Really Matter?

How’s the Economy?

Things Aren’t Going Well…

Deliver on Your Brand Promise

Three Ways to Stand Out

Happy Employees Make a Difference

Engagement

can be Contagious…

Turn Shopping into an Experience

An Escape Worth Waiting

For…

Shout it Out Loud

Tell it to the World!

Don’t Believe Me?

Use the chat button in the corner Let’s make this interactive

http://www.empathica.com/about-us/management-team/gary-edwards/

Customer Experience Really Does Matter

Customer Experience Matters

Better Experience Helps the Bottom Line

57% of customers purchase a product that was recommended

to them by a Sales Associate

Strong brand advocates

spend more 65%

http://www.empathica.com/consumer-insights/consumer-behavior-reports/

But…

…few are able to deliver a superior customer experience today…

http://www.empathica.com/consumer-insights/

The Opportunity of a Changing Economy

Tough Economic Conditions

http://www.empathica.com/consumer-insights/

Let’s Make it… a Bigger Deal

It’s the Experience

Differentiate with experience Build an Emotional connection with customers

Provide an escape from the bad news

Delivering on Your Brand Promise

Three Pillars of a Brand Promise

BRAND PROMISE

Deliver the best

Experience

Corporate Culture

Word of Mouth

The Path to Delivering

Customer Experience

Employee Engagement

Advocacy

Employee Engagement

People Experience

Customer Experience

EMPLOYEE ENGAGEMENT

Advocacy

A Greeting Card Store

• Greeting cards are a commodity

• “I can buy a card anywhere”

• An Experience that transcends a $7 purchase

Engaged Employees Create Emotion

• Employees are engaged

• They have to be…

• Emotional product • Occasions all carry

emotional weight

• Employees who care

Why Caring Matters

• Not just “Do you want fries with that?”

• Employees who care about customer needs

120.04$379.54$430.71

$598.08

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

100.00

110.00

120.00

130.00

140.00

Neither Agree Nor Disagree Agree Strongly Agree

Overall Satisfaction

Projected # of Visits per Year ($) Projected Yearly Spend

Basic Human Needs Haven’t Changed

An emotional connection to the brand is only possible when basic needs are satisfied

SELF-ACTUALIZATION

ESTEEM

SOCIAL

SAFETY

PHYSIOLOGICAL

I love this place

I feel important here

A place where I belong

I have the support I need

I am compensated for my work

Abraham Maslows Hierarchy of Needs

11/9/2011

Everyone is Slightly Different

How to Keep Employees Engaged

Our research consistently demonstrates the importance of:

• Belief in opportunities for personal and career growth Growth

• Positive relationships with coworkers and management Relationship

• There is a common belief in brand and tribal values Pride

Customer Experience

Product Experience

CUSTOMER EXPERIENCE

Employee Engagement

Advocacy

The Pharmacy Experience

• Differentiate with the product set

• Products can deliver a targeted experience

Listen to Customer Needs

• Emotions are not always logical or linear

I need milk, lipstick, photos and pain killers…

Building the Right Experience

The Drivers of the Drivers

Experience Creates Perception

• The experience creates perception

• Use this to your advantage

• What is “Quality” ?

Prescribe

Communicate The Opportunity

• Show current position through evolution of stages

Define Success

• Share targets for graduation to the next stage

Prescribe Action

• Update performance vs. the benchmark

• Provide behavioral diagnostics • Incorporate best practice guidance

Building Advocacy

Share the Experience

Customer Experience

Employee Engagement

ADVOCACY

Discount Retailers

• Emotion doesn’t mean luxury

• Even discount retailers can drive great advocacy

• Focus on experience, and leverage advocates

Customers Are Talking…

“Found one item for me then when I asked where shower curtains are - she TOOK me

there and showed them to me.“

“Made sure my glassware was wrapped so that it wouldn't break. The cashier even put it in a cardboard box. She didn't have to go to

that trouble.”

…Everybody’s Listening

Social Media Adoption

75% of Facebook users ‘like’ between 2 and 10 brands

Source: Mashable Business

Advocacy NOT Advertising

Paid Advertising

13.5 X’s higher click rate than Facebook advertising 8.5 X’s higher click rate than Google/Yahoo advertising

Three Pillars of a Brand Promise

BRAND PROMISE

Deliver the best

Experience

Corporate Culture

Word of Mouth

We believe that everyone deserves to love where they work, shop and dine.

Customer Relationship Optimization

Download our Free Consumer Insights Study www.empathica.com/consumer-insights/

Questions?

doing more with less in challenging economic times

pharmacy experience

better experience

customer experiencepage

customer needs emotions

emotional weight employees

brand promisepage

happy employees

emotion employees

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