Effective Customer Engagement: Mastering The Art Of Storytelling & Storydoing Egmont Philips Istanbul, 25 February 2016
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Effective Customer Engagement:
Mastering The Art Of Storytelling
& Storydoing
Egmont Philips
Istanbul, 25 February 2016
1.
Introduction
2.
Effect of
communication
on company
value
3.
Factors that drive
customer
experience
4.
“It’s what you do,
not what you say
that counts”
5.
How to make it
stick?
6.
Approach for
your business
My journey
Reputation: correlation with profit,
media define perception > 50%
4
Customer contact
Media > 50%
1.
Introduction
2.
Effect of
communication
on company
value
3.
Factors that drive
customer
experience
4.
“It’s what you do,
not what you say
that counts”
5.
How to make it
stick?
6.
Approach for
your business
PR is Dead?
• Power Shift:
From state to citizen
From corporation to citizen/consumer
From employer to employee
• THE PR Department is Dead!
Everybody is PR
Customer experience & media
Customer experience
expectation satisfaction - =
Media
inc. Corp
comm
7
Customer experience: real stories
8
Satisfaction & Storytelling
authentic
‘story to tell’
by customer
must be
‘on purpose’
1.
Introduction
2.
Effect of
communication
on company
value
3.
Factors that drive
customer
experience
4.
“It’s what you do,
not what you say
that counts”
5.
How to make it
stick?
6.
Approach for
your business
Turning
service into
sales
Persuading the client every
day
Low
margins,
high
volume
Uniformity
Thankful for
every customer
that walks in
the door
Quickness and
efficiency
Thanking the
customer for the
visit
Appearance
and
presentation
Know what
you are
talking
about
Managing
expectations
Always ask
one ‘extra’
question
Personal
contact
Punctuality
Hospitality
and
atmosphere
Customer
focused
Eye for detail
Inspiration from other sectors:
11
WHAT?!
authentic
‘story to tell’
by customer
must be
‘on purpose’
The journey @ Changi
3 pillars
- Positively surprising
- Stress free
- personalized
All 40.000 employees get basic training plus
annual course, no matter who the
employer is.
Stick to the purpose act immediately upon
complaints
Increased willingness to pay & word of mouth
zappos
Extremely digital yet extremely personal
The journey @ Zappos
2/10 core values:
Deliver Wow through service
Build open and honest relationships through
communication
Extremely personal to differentiate in
extremely digital world
Empowerment of highly engaged staff
Increased Willingness loyalty & word of mouth
1.
Introduction
2.
Effect of
communication
on company
value
3.
Factors that drive
customer
experience
4.
“It’s what you do,
not what you say
that counts”
5.
How to make it
stick?
6.
Approach for
your business
How to make it stick: Disruption
21
When talking about disruption: what do we mean?
Disruptive Business
model
Disruptive Message
Disruptive Form
Take away: go for emotions,
most decisons are taken irrationally!
• Disruption must be aligned with
the company’s purpose to be credible
• It’s all about emotions and cognitive dissonance
Disruptive message: emotion or ratio?
1.
Introduction
2.
Effect of
communication
on company
value
3.
Factors that drive
customer
experience
4.
“It’s what you do,
not what you say
that counts”
5.
How to make it
stick?
6.
Approach for
your business: 4
steps from good
to great
4 steps from good to great
• Strategic fit scan:
To what extent is the PR strategy aligned with customer
contact strategy? Analyze price elasticity for excellent
service/segment combination. What ‘wowifications’ can be
used for PR with maximum exposure.
• Co-created journey design:
Co-create with real customers, partners and stakeholders.
What impact can be made by customer advocacy?
4 steps from good to great
Orchestrated omni-channel execution:
For consistency and to ensure they reinforce each other.
Timing is everything!
Dashboard suite:
Evaluate by quantitative & qualitative results.10-15% of
comunication channel costs for measurement delivers
200% more effective marcom spend.
Boost the power of the
Employed Channel
Mix more employed communication in the cocktail
• Owned channels need hypersegmentation
• Earned Channels shift to micromedia (bloggers
etc.)
• Employed channel (still hardly used….)
Mute the Cacophonic Orchestra!
Be the Invisible Maestro!
Empower & align all musicians
1.
Introduction
2.
Effect of
communication
on company
value
3.
Factors that drive
customer
experience
4.
“It’s what you do,
not what you say
that counts”
5.
How to make it
stick?
6.
Approach for
your business: 4
steps from good
to great
Start
tomorrow in
multidisciplinary
team
Integrated PR &
customer contact
approach
Creating
relevant
campaigns
More profit by
Using
cognitive
dissonance
4 steps from good to great
• Orchestrated omni-channel execution:
For consistency and to ensure they reinforce each other. Timing is everything.
• Dashboard suite:
Structured & holistic evaluation by quantitative & qualitative results, only 10-15% of costs leads to more than 200% better spent of marcom budget
Questions
&
Answers
1. Introduction
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