why community is integral to the customer experience strategy
Post on 17-Oct-2014
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DESCRIPTION
http://bit.ly/14r3UC2, Your customers have adapted to the social age—they’re tech savvy with lots of options and small attention spans. Your business must adapt along with them if you want to capture their attention and develop long-lasting relationships with them. Michael Fauscette, group vice president of IDC’s Software Business Solutions, shares his insight on how companies can leverage customer communities as an integral part of their customer experience strategy and the business benefits. Learn how you can provide a positive customer experience at every stage in the customer lifecycle.TRANSCRIPT
Community as an Integral Part of Your Customer Experience Strategy
Michael Fauscette, Group VP, Software Business Solutions
about.me/mfauscette #CXM @mfauscette
@mfauscette | #GetSuccess | @GetSatisfaction 2
@mfauscette | #GetSuccess | @GetSatisfaction 3
@mfauscette | #GetSuccess | @GetSatisfaction 4
@mfauscette | #GetSuccess | @GetSatisfaction 5
Expectations Experience
Satisfaction
@mfauscette | #GetSuccess | @GetSatisfaction
Strategy and
Processes
People
Access
Products & Services
Technology
Data
Customer Experience
@mfauscette | #GetSuccess | @GetSatisfaction 7
@mfauscette | #GetSuccess | @GetSatisfaction
The Information Revolution
© IDC 2013 8
Economic changes
Technology changes
Social Changes
@mfauscette | #GetSuccess | @GetSatisfaction 9
Michael Fauscette
Mike Fauscette
mfauscette
Larry Fauscette
Larry Michael Fauscette
Larry M Fauscette
mike_fauscette
@mfauscette | #GetSuccess | @GetSatisfaction 10
@mfauscette | #GetSuccess | @GetSatisfaction 11
Business Value of Community - Marketing
@mfauscette | #GetSuccess | @GetSatisfaction 12
Business Value of Community - Sales
@mfauscette | #GetSuccess | @GetSatisfaction 13
Business Value of Community - Customer Service
@mfauscette | #GetSuccess | @GetSatisfaction 14
Business Value of Community - Product Innovation
@mfauscette | #GetSuccess | @GetSatisfaction 15
@mfauscette | #GetSuccess | @GetSatisfaction 16
Responding Consistently Across Channel
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Operational Processes
Customer Experience Channels
Community
Telephone, cell phone
Web Site
Physical location
Traditional Outbound Communications
Social Media Presence/Interaction
Resources Organization
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Coordinating the Internal
Customer
Campaign execution, brand control – Marketing
Up-sell, cross-sell, reference selling – Sales
Operational Processes
Departmental Requirements Resources
- Product Innovation based on customer input
Customer service
$ – CFO
Loyalty, satisfaction insight – CEO
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@mfauscette | #GetSuccess | @GetSatisfaction
Business Benefit of Community
Acquire New Customers Design Better Products Reduce Support Costs Customer Intelligence Driven Marketing
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@mfauscette | #GetSuccess | @GetSatisfaction
Business Benefit of Community
Acquire New Customers • Know your customer • Engage your customer • Learn about your customer = Sales Intelligence
Design Better Products • Idea sourcing • Innovation • Voice of customer
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@mfauscette | #GetSuccess | @GetSatisfaction
Business Benefit of Community
Reduce Support Cost • Peer-to-peer support • Reduced support tickets • Better self-service
Customer Intelligence Driven Marketing • Customer data value chain • Predictive as well as reactive • On target – 1:1
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@mfauscette | #GetSuccess | @GetSatisfaction
And Remember…
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• Give Value to Get Value
• Connect outside in and inside out
• Silos are the enemy
• Technology isn’t enough – culture and process
• Sense and Respond
@mfauscette | #GetSuccess | @GetSatisfaction
Michael Fausce,e Group Vice President So7ware Business Solu:ons mfausce,[email protected] @mfausce,e about.me/mfausce,e
Thank You
Blog: www.mfauscette.com IDC Social Business Blog https://idc-insights-community.com/groups/it_agenda/social-business #GetSuccess
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