the brand experience fundamentals and guidelines · the brand experience fundamentals and...
TRANSCRIPT
The Brand Experience
Fundamentals and Guidelines
Being “world class” may not be good enough
Jim Nagle
Jimmy NagleJames Scott Nagle
J Scott Nagle
NagleNagle
7th Annual Customer Contact 2011, West: A FROST & SULLIVAN EXECUTIVE MINDXCHANGE
EXECUTIVE INSIGHT - The Brand Experience ... Fundamentals and Guidelines
Jim Nagle, Vice President, Call Center Operations, Kohl's Department Stores:
Key Take-Aways for Participants
• Insight into what you may be missing if you only aspire “to be the best”
Success factor; on top of “being world class” … create a “branded experience”
• A guide to delivering a “branded experience” to each customer in a unique
fashion, and doing so consistently to truly set your contact center apart
• Examples of contact center brand experience success stories
The The BrandedBranded Experience Experience …… FundamentalsFundamentals
brand … “to burn”
Recognizable
Relevant
Real
Clear & Memorable
Current & Significant to your line of business
message & medium …the sum of all interactions
The The BrandedBranded Organization Organization …… RecognizableRecognizable
Organizational …
Cultural …
Customer Sense “ability”…
Associate Fluency …
Iconic
Vision / Core Values
5 + the 6th Sense
Expression
The The BrandedBranded Tactic Tactic …… RelevantRelevant
Org …
Culture …
Customer …
Assoc. …
Symbolic (conceptual)
True (meaningful)
Grounded
Product (output)
The The BrandedBranded Tactic Tactic …… RealReal
Org …
Culture …
Customer …
Assoc. …
Multi channel
Repeatable
6th Sense
100% of the Brand per contact
The The BrandedBranded Experience Experience …… The GridThe Grid
100%
Branded
Output
Behavior
RepetitionAssociate
6th SenseGroundedSense
“able”
Customer
RepeatableTruth or
Dare
Vision
Values
Culture
Multi
Channel
SymbolicIconOrganization
RealRelevantRecognizeFirm NameFirm Name
& Brand& Brand
The The BrandedBranded Experience Experience …… The CoreThe Core
Accuracy
The price of admission
Notion of “world class”
The top priority
The only priority
The The BrandedBranded Experience Experience …… The CoreThe Core
Consistency
Right “ness” factor
Trust
Quality…. Max Delight
Minimum variation
The The BrandedBranded Experience Experience …… The CoreThe Core
Efficiency
Time not Speed
Expectation
Realistic Perception
The The BrandedBranded Experiment Experiment …… The GridThe Grid
VOC Scores…
CES … …NPS
Performance
& Incentives
Behavioral
Scorecard &
Quality Focus
Associate
Repetitive &
Customary
Accurate
Consistent
Efficient
Email, IVR, Voice,
chat, twitter, Office
of the President,
mail, statements,
loyalty programs, …
Customer
Making a
Difference
MAD
Good thing to do
… or right thing
to do
(Core Value
alignment)
We provide service
to Customers World
Wide, while
providing share
holder value …
Culture
Channel / IS
Alignment
ConceptLogoOrganization
RealRelevantRecognizeFirm NameFirm Name
& Brand& Brand
The The BrandedBranded ExperienceExperience
Thank You &
QUESTIONS