astute connect 2016 keynote - astute solutions customer keynote

INNOVATION

THROUGH

CUSTOMER

EXPERIENCE

@DAVEKNOX

CMO,ROCKFISH

@DAVEKNOX

Creative Best

Practices

Brand Readinessand Planning

CustomerTeam Support

Corporate Brand Steward

Agency Relationships

Marketer

MARKETING THEN

Creative Best Practices

Brand Readinessand Planning

CustomerTeam Support

CorporateBrand Steward

Agency Relationships

Technology Relationships

CommunityManagement

Data and Business

Rules

OrganizationInvestments Marketer

MARKETING NOW

SPEAKING OF CHANGE

GREAT COMPANIES STARTED IN ALL MARKETS

AND THE LEADERS CAN CHANGE QUICKLY

CUSTOMER

EXPER

IENCE IS THE

COMMON THREAD

FOR TH

ESE NEW

LEADERS

THE RISE OF CUSTOMER EXPERIENCE

70% of customers will do business with you again if you resolve their

complaints.- Ruby Newell-Legner

By 2020, customer experience will

overtake price and product as the key

differentiator- Walker Information

74% of companies that create customer

experiences over-perform on

revenue growth.- Millward Brown

10

Source: HBR, Managing your Innovation Portfolio

70%

20%

“Customer experience is now the fifth marketing

P that needs to be managed as purposely

and carefully as the others.”

- Lisa Macpherson SVP of Marketing

THE RISE OF CUSTOMER EXPERIENCE

11


70%

20%

IMPACT ON HALLMARK

“We had a very traditional 1-800 type of model, yet the vast majority of our feedback from consumers was coming in indirectly through social channels and that is where we needed to address it. And yet we wanted to have the same high quality, intimate connection and feeling in that relationship in social that we did when we had someone on the phone. That’s really led to a mindset that we’ve been trying to nurture, that it’s not just social media, it’s social business.”

- Lisa Macpherson SVP of Marketing at Hallmark

NEW FOCUS ON CUSTOMER EXPERIENCE 12


Ford Pass

Consumer Experience Forces Evolution

HOW STARTUPS

APPROACH

CUSTOMER

EXPERIENCE

I NN OVAT I O

N

“WE HAV

E A

STRATEGIC PL

AN.

IT’S CALLE

D DOING

THINGS.”

Herb Kell

eher,

Southwes

t Airli

nes

INNOVATION VS DISRUPTION

“Disruption displaces an existing

market, industry or technology and

produces something new and more efficient and worthwhile. It

is at once destructive and creative.”

—Clayton Christensen, Harvard Business School

15

Ironically technology companies have increased human touch-points between businesses and their consumers, using it as a competitive advantage against more traditional business models

INCREASED HUMAN TOUCH POINTS 17


70%

20%CASPER MATTRESS

Ignoring Industry Norms

18


70%

20%DOLLAR SHAVE CLUB

Admitting an Industry is Broken… …and Offering a Solution

INCREASED HUMAN TOUCH POINTS

19


70%

20%

UNDER ARMOUR

Community through Data


20


CHATID

Customer Service Through Partners


21


YOU EARNED IT

Employee to Employee Recognition


22


70%

20%

STITCH FIX

A Feeling of Personalization


“PERSONALIZ

ATION

IS A CHANCE TO

DIFFEREN

TIATE AT

A

HUMAN SCALE.”

Seth Godin, A

uthor

INNOVATION: SERVICE 24


70%

20%

News of bad customer service reaches more than twice as many ears as praise for a

good service experience.

Source: White House Office of Consumer Affairs

“IN TH

E EARLIEST S

TAGES

OF A STARTU

P, IT P

AYS TO

OFFER CUSTO

MER SERVICE ON

A LEVEL

THAT

WOULDN'T

SCALE, BECAUSE IT'

S A WAY

OF LEARNING ABOUT Y

OUR

USERS.”

- Pau

l Grah

am, Y

Combinato

r

Startups use customer service as a very proactive strategic advantage, getting to know their customer at first use, empowering their consumers by asking for product feedback, and staying connected through multiple channels

27INNOVATION: SERVICE

WUFOO

Take Extraordinary Measures To Make Users Happy


BOND

Shortcut to Extraordinary Measures



HOTEL TONIGHT

24/7 Customer Responses in 10 Minutes or Less



MOPHIE @ SXSW

Consumer Pain Point Solved Through Service



OPERATOR

Service as the Product


X.AI

Service Behind The Scenes



EVENTBRITE

Be able to tell people things they don't want to hear because you represent the customer's voice.

BE A LEADER OF

CHANGE IN YO

UR

ORGANIZATION:

DON’T JUST A

DAPT

TO CHANGE,

EMBRACE IT.

“The sooner you stop fighting the present, the sooner you can get to work on figuring out the future.”

- @dhh Creator of Ruby on Rails, Founder & CTO at Basecamp

…OR SAID DIFFERENTLY 35

dave.knox

@rockfishdigital.com

THANK YOU!

+1.513658.086

8@davekn

oxhardknoxlife.co

mrockfishdigital.

com

36