3ª conferência - apdsi.pt - jorge pereira... · 29 de setembro de 2014 auditório da bmag 3ª...

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


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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

http://en.wikipedia.org/wiki/Frankish_language

http://en.wiktionary.org/w/index.php?title=Appendix:Frankish/plegan&action=edit&redlink=1

http://en.wiktionary.org/w/index.php?title=Appendix:Frankish/plegan&action=edit&redlink=1


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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)


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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)

http://www.whitehouse.gov/

http://www.aspect.com/Documents/Papers/Aspect-NGCC-Forrester-WP.pdf

http://about.americanexpress.com/news/docs/2012x/axp_2012gcsb_us.pdf


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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)

http://www.parature.com/infographic-financialcustserv/

http://returnonbehavior.com/2010/10/50-facts-about-customer-experience-for-2011/

http://econsultancy.com/us/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats


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Customer Engagement (Gartner)

Customer Engagement

Active,

Channels Alignment

& CTA

Emotional, Transparency &

Trust

Rational, Greater

Participation & knowledge

Ethical,

Demonstrated Commitment

to Fairness

http://www.gartner.com/newsroom/id/2689817


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Active Customer Engagement

MORE:

Flexible (but not to much)

Timely (Agility)

Reliable

Thorough (Quality)

Accessible

Personal


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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;


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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;


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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;


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Customer Engagement

Organizations must provide an Excellent Customer Experience …


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Customer Engagement

to allow and potentiate the best Customer Engagement!


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How to Drive Engagement? Six Dimensions of Awesomeness,

( Richard Sedley, 2014)

http://vimeo.com/richardsedley

http://vimeo.com/richardsedley


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How to Drive Engagement?

KPI: 6 dimensions Scale: 1 to 5


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How to Drive Engagement

1.

Clarity & Simplicity

(don’t make me think)


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2.

Recognition & Reaction

(KYC & Feedback)


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Recognition Chain (KYC)

1. Listening

2. Understanding

3. Remembering (context)

4. Appreciating

5. Enabling

6. Reward (smile & trust)


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3.

Integrity & Service

(Understand brand promise)


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4.

Glide & Flow

(ease of use/skills vs challenge/game)


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Flow (Mihály Csíkszentmihályi)


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5.

Seduction & Delight

(enjoyable & efficient)


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6.

Ambition & Innovation

(best of breed & story)


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Six Dimensions of Awesomeness


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The WoW Factor

Surprise & Exceed Expectations!

Be Accurate

Be Available

Partner with Customer

Teach Something


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Thank You!

Additional Resources (books, videos, articles)


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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

http://vimeo.com/96670413

https://www.youtube.com/watch?v=kgNyySSd4dY








http://go.brightcove.com/forms/puma-new-content-marketer


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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

http://www.technicallymarketing.com/index.php/2013/05/10/the-importance-of-the-customer-experience-10-important-stats-for-2013/






http://www-01.ibm.com/software/ebusiness/jstart/systemsofengagement/



https://www.linkedin.com/today/post/article/20140612151320-15660356-4-slide-powerpoint-to-a-successful-client-engagement


http://www.forbes.com/sites/joshbersin/2012/08/16/the-move-from-systems-of-record-to-systems-of-engagement/

