Customer Experience as a Marketing Superpower

great well welcome everybody thanks very much for having me here today great to see some familiar faces in the in the room and great to meet you in person i want to give a coffee with pk a shout out that's how i came across robina and her team and it's been a great sort of 12 to 18 months connecting with new people on that platform um we talked about coffee before uh

40 minutes with me will feel like you've had about seven coffees so hopefully you haven't had too many this morning because we're about to run through some content in the next 40 minutes right so quickly we'll go through the introduction i've had a really lovely uh welcome from robina that was fantastic we'll go into the cx foundations i'll be unpacking the x's no there won't be a list of my exes on

the board i like to be going through all the cx's bx's px's that we need to hear about and then i'll wrap up so hopefully we have some question time at the end otherwise i'm here all day so please feel free to grab me during one of the breaks i won't go too much into my experience robina certainly did a really good job of that but i must say i've had a

wonderful career so far and who knows what's to come in the future but working in tourism i've had an opportunity to see many many brilliant things running this tourism central australia flying over uluru and in a in a helicopter into the camel cup and with tourism barossa drinking some of the best wines in the world and now on the floorio so i really do love my job getting getting out of bed's

easy in the morning um and education so i'm at unisa alumni so shout out to those guys a qualified professional researcher and have recently done some short courses in cx and cx design so certainly an advocate for continuing to learn and sharing that learning i'll just briefly take you through um i don't know if i can do it on here sorry i just need someone to help me with the getting the

are we go i'll just take you through a quick video about xp because that'll probably help understand who we are emotions are part of who we are and when they're born from direct experience they shape what we think about the brands we deal with in our lives and that's where it really gets interesting the truth is consumers are more sophisticated and empowered than ever before they're more discerning they're more opinionated they're

more influential and if they can they're much more likely to go elsewhere if they're dissatisfied that's why every organization needs to be in the business of delivering exceptional customer experiences and it's why xp was created because we can help your organization to be the best it can be it's thinking about the customer what their understanding of your organisation and your promises and understanding how they interact with the product and service and

experience we then take that information and we project to the future is that the customer that you want for the future are the products and services of today delivering upon the expectation and the wants and needs of the customers of tomorrow then we put it together and we say well are the staff in your organization delivering upon the promise that you've made to your customers and if not how can we remedy

that does the tech and the interfaces that you have with your customers the point of sales their website their social media platforms are they developed and designed thinking about the customer at heart and the brand is your promise easily understood is the promise to your customer what you're delivering in everything you do and there's exiting xp's powerful discovery and diagnosis process evaluates your customers experience against key performance criteria the resulting recommendations

will equip you with vital insights and an actionable strategy to transform your relationships with the people that matter most to your organization it's a distinctive considered creative approach that will help you embed exceptional customer service for now and for the journey ahead if you'd like to transform your customers experience and elevate your business's performance it's time you're talking to xp xp be exceptional great i might need some help to get back

to the presentation sorry well there you go i feel like my um my presentation's done now because that's what we do at xp uh we'll just head on to some of our clients we're working with i guess this gives some credibility as to why i'm speaking with you today um i'll just yep great we've done a lot of work with brand agencies which is really important because they'll be testing the concepts

and so forth that you design and we've done some work with fantastic south australian companies such as raa stratco we've been working with chibo and most recently ikea we work across a lot of government agencies and one of the highlights of my career has been working with the department of environment and water and their parks and wildlife service helping to reimagine the visitor experience on kangaroo island after bushfires so it's it's

vast the work that we do but it's really rewarding as well to really see some outcomes on the ground so let's get into it core cx principles there's only one boss the customer and i'm not saying the customer is always always right but you absolutely in cx you have to fundamentally know who your customer is you have to listen to them and design for them if you don't know who they are

what they're saying how they feel about your product or service then actually even delivering the product or service is not really worth it you need to be knowing who your customer is who your customer is so who's heard that famous uh quote from henry ford about the motor car if we ask customers what they wanted we just get faster horses so in this scenario you still need to ask customers but you

don't necessarily need to do exactly what they say you need to ask and preempt what they need because customers don't necessarily get it right all the time but you need to understand why they're saying what they're saying and what they need how does cx affect the bottom line this is important to all of us and whether you're in the organization a commercial organization or a community organisation government federal state local it's

really important you understand cx because it can be customer experience or community experience so 50 of customers who've had had a bad experience will switch this has gone up 18 since 2016.

that's a huge jump so in 2021 50 of your customers will switch if they've had a bad experience 92 percent of customers will abandon your company or brand all together after two or three bad experiences so people do have a slight threshold for a bad experience we do understand that things happen 92 will abandon you all together 13 of people spread the word but they spread it to 15 or more people

and now this state in particular is three years old so what do you think's happening in today's day they're probably spreading the word on social media and that 15 people turns into many many many more so i guess the negative experience is if someone has a bad experience that's what happens to your business on the other side of the scale what happens when you actually deliver good customer experiences or exceptional customer

experiences well you get more money you get more loyalty and they impulse buy so we're hearing from mailchi a bit later on i'd be really interested to hear from him from the customer loyalty program if 49 of people impulse buy because they've had a good experience and they pay more it makes sense that you deliver exceptional experiences so one of the first questions i have for you to reflect on your own

businesses and i see most people have notepads here think about those stats on your business can you afford for 50 of your customers to switch can you afford 92 of your customers to completely abandon your business altogether i don't think we can so focusing on cx will have a positive impact on your business and i stand here to guarantee you in the next 12 months if you take on board some of

the things i talk about today it will positively impact your business and if it doesn't come and see me next year and i'll offer you some free consultancy because it will absolutely impact either your brand your reputation or the bottom line or all of the above and you can hold me to that it's on film so today i'll just today i'll be going through some a case study just to underpin what

we've been doing we've been working with west beach parks for decades now but in particular in the last three years we've been working on their customer experience and brand in particular understanding the different types of customers so who here is actually holiday at west beach parks a few people so west beach parks has a couple of accommodation properties they've got some sporting fields they've got a boat ramp they've got tenants there

but a couple of years ago we went from and started to think about who's the customer for their holiday park which is essentially a caravan and leisure park and who's the customer for what was then known as their resort experience which has recently been rebranded to the retreat the work we've done with them over the past 12 months has had a significant impact on the bottom line and i'll talk to you

about some of the changes they've made which is actually fundamentally improved their organization their business and their staff experience so you saw the model this is our xp universe think about the customer experience and the customers the heart the son of the universe and all the other things moving around that supply planets and it's in the orbit now they're all of equal importance you have some people saying well text the most

important thing in my business and someone else will say no my customer service staff or my employees or my brand i'm working really hard on my brand recognition i'm working really hard on designing the product or service that people are looking for they are all equally important because if one of them goes out of whack there will soon be a big black hole so we work on measuring and monitoring all of

those things in unison to make sure that they continue to orbit and we continue to have the sun at the middle um usability in the ux is integrated between all of them it's not just about employees and customer service it's our employees and the tech that they use and how easy it is to do their job to deliver exceptional experiences it's about the product and service and how people actually interface with

that and how easy that is to actually use that product or service it's not that alone so i'm using a couple of quotes today from some brilliant people who've done very well in business so the key is to set realistic customer expectations and not just to meet them but to exceed them preferably in an unexpected and helpful ways robina before mentioned surprise and delight which is one of the terms we use

in cx so exceed expectations that's one of the fundamental foundations of exceptional experience exceed expectations don't just make them exceed them timely resolution so get things done get things done in a timely fashion this could be in a digital space so really understanding how quickly people want things to be done and want things to be resolved but also in a customer service space making sure we make things easy in a timely

timely manner so effort this is particularly poignant in the digital world make things easy not just for the customer but for the staff so the way that they're using technology making that's easier for the customers but also make it easy for the customer at the front interface the kiss principle keep it simple empathy understanding and knowing your customers intimately walk a mile in their shoes such a cliche but when you're making

decisions on behalf of your customer know your customer one of the things you learn in market research is i am not your target audience and often what we do particularly in marketing is gut feel marketing we're in we're in a world now data driven insights so for this if you're trying to empathize with your customer but you've not stopped to think about what they're feeling what they're saying what they're thinking then

you really need to put yourself in their shoes we often make decisions based on how we feel about things and how we would respond in those circumstances you are not them that's really important to show empathy in australia personalization is the number one factor that influences customer experience so it's not just about being friendly it's about making people feel like more than just a number so you think in a tech world

that's about having customer reference numbers having customer platforms having profiles people want to feel unique we're in an era where we believe we're particularly special and the next generation after us are going to be going to be even more attuned to personalization they want things to be created for them they don't want edms that go out to everybody that says everything about every product they want to know about what you like

i want to hear about the company telling me what i want because i'm special so personalization number one thing for cx in australia it shifts in different cultures but here it's personalization so tailor it for people there is absolutely no excuse in today's digital world not to tailor experiences and communications to your customers and trust so i think about um you know the last 12 to 18 months about trust you need

to ensure and engender trust in your customers whether that's through communicating with them that you have the right qualifications your business has the right accreditations or even things like you're doing the right thing by covert you're doing the right thing integrity and safety this is particularly important with government organizations engendering trust is absolutely essential because sometimes we don't choose who we who we take a service from sometimes we have to because

particularly in government but you need to trust them to actually trust they're doing the right thing by you all of this doesn't matter unless you measure it because i can say all of these things but how do you know you're doing well how do you know you're doing poorly in these areas so these are the ways that you can measure cx customer satisfaction tools and customer satisfaction scores and measuring the trend

over time don't just go home today measure one thing and then not look at it ever again because it's good to benchmark and see those trends net promoter score this is a controversial one i know there's definitely schools of thought particularly where we are today about whether net promoter score is a relevant metrics or not i'm here to tell you from a market research perspective we use it but we use it

to track we use it to benchmark and we also ask the question why if you give me a score of zero to ten and i give you eight and we move on doesn't mean anything you ask why you gave that score so my preface with net promoter score even the net trust score always ask customers why they gave that score because it's really interesting to understand particularly if they're low or high

what's driving that score customer feedback it can be as simple as pen and paper back of an envelope back of a napkin social listing social listening and social tracking is really important so customer feedback even if it is the observation of that feedback not direct to you um google web and social analytics i mean it's a no-brainer and i hope that everybody in this room would understand and be tracking that on

their own web platforms or digital footprints but if you're not the first thing number one out of this session is to start tracking the data that you have available to you usability testing so this is a really exciting one if you currently have a product in market or a service and you're not quite sure if it's performing as you would like it to perform there's usability testing from a web perspective we

can also understand people's navigation on websites by using tools like look back where you can actually track their movement on the website and ask them questions in probe as you go so if you if you don't know if your web is performing or your web presence is performing for you do some usability testing social listening customer feedback and net trust so get closer than ever to your customers so close you can

tell them what they need well before they realize it themselves so this is about the henry ford and the motor car and the faster horses get close to them understand why they say faster horses it's not that they want faster horses they just want something faster so it's about the innovation and the design and it's about making sure we're getting ahead of those customers i just mentioned cx data is everywhere hands

up in the room if anybody tracks any of the things i was talking about before so in a room of marketers i reckon that's about 70 so we think about there's about 30 of you that perhaps aren't tracking at the moment absolutely imperative that you're tracking cx data is everywhere in fact you can drown in it so mind the data you've got that's available and be really specific about what you want

to track map their journey so understand the data map the journey design with your customers in mind measure their feedback repeat repeat repeat so has anybody heard of human design thinking or human centered design thinking a few people basically the customer is at the heart of your design process and it doesn't have to be perfect it's about measuring going back improving measuring going back improving constantly constantly that's the world we live

in we don't need to be perfect but we need to be going back and measuring as we go so ask yourself in your business is your customer of today the customer you want or the same customer of tomorrow because there's twofold there's twofold to this process understand your customer of today and how they're actually interacting with your product and service but there's also the customer you want to attract and what they

need in their services you have to do these customer journey maps for both just an example of the west beach holiday parks we did a few personas for them i'll just give an example of different types of personas and how this actually informs customer experience design so holiday park persona bob and marg always on the road they live with no fixed address they literally travel around australia in a van think about

mark and bob perhaps it's our parents or our grandparents or our neighbours and we know these people really well do they want the same experience as dazz and shaz the family who normally go to bali and last year they couldn't go so suddenly they're going well i'm looking for a holiday destination i'm stuck in south australia with my kids what do i do so marg and bob wants something entirely different to

dozen shows but often we just give them the same thing it's one size fits all right and not just one size fits all for the actual visitor experience when they're at the park but also their booking experience their follow-up experience their their on-site experience so doesn't shares have a highly different expectation about what they want in a holiday to marg and bob so we went through a process of designing all these

personas for all of their properties and resorts and we went through a process of training their staff so when you're taking a reservation we're online you're chatting to someone or you're face to face at the desk and mark and bob walk in you know that mark and bob would like to have a chat so you have to make some time for them because they need to feel a personal interaction they need

for empathy dads and shadows they want kids club they want to sit by the pool and have a drink and they want kids to have a good time because they're missing out on their barley holiday and they're not feeling very good about it so upon um check-in we need to make sure we're actually designing and delivering the experience that that particular persona would feel really good about surprise and delight pop some

ice blocks in the freezer in summer you know those little things like that can make a significant difference to your customers experience and then their recommendation of your business so brand experience any brand experts in the room oh good so bx so brand for a company is like a reputation for a person you earn reputation by trying to do the hard things well and often we leave the hard things because they're

just too hard but in this case get on top of it and do the hard things well so if a brand is a promise to your customer customer experience is how you deliver on that promise so think about brand experience as the promise so who can tell me or think about what your brand or your company's promises show of hands you know can articulate really easily your brand promise your customer promise

so a few people this is a really tough one if you yourself can't quickly articulate what your promise to the customer is how does the customer understand what it is how do they know what you're promising and therefore how do they know how can they measure you on what you're promising so your customer promise your brand promise must be translated across all of these elements so your visual identity your comms your

personality your brand personality your positioning brand salience are you the first brand that people think about in the category that you you sell or you're delivering in and how does your brand promise translate across those other exes we're talking about so tech and staff and products and services let me just go ahead to this so what happens if you're promising someone that you're a sustainable company but there's no touch points that

demonstrate that that means if you promise that you're innovative and cutting edge but your website's really old what happens if you're promising to people that you're going to have a great holiday and your staff are grumpy so your brand promise must be translated across all touch points across the whole journey so from the research the purchase the follow-up and that re-engagement after the brand is the why here are three brands i'm

sure you all know well think different apple so not only is that brand and fundamental in that business in the technology they design and the innovation but also when they employ staff it's absolutely what they think about and work with their staff always thinking different they celebrate staff and thinking different ikea to create a better everyday life for the many people we're currently working with ikea and as a third party provider

we had to go through lots of uh paperwork to demonstrate our sustainable practices as a third party because ikea's platform says not only do we deliver our customers this experience we want every touch point as a business to deliver the same where beach parks come to life that's their promise so when you get there whether it's a holiday a sporting field you go down to a restaurant you go and use the

boat harbour no matter what it is you're coming to life they're promising that you're going to have basically an excellent experience ux this is usability across all of these touch points so people might say ux techx cx are all the same thing we would say that the ux is the how the bx is the promise the brand is the promise the cx is delivering the promise and the ux is how you

deliver that promise it's not just digital but across the whole and the touch points i'll keep moving think about your product and service we thought about the customer who your customers are how your customers interact with everything have a think about the touch points in your journey do you think across the customer's journey when they're researching what your product or service or brand is when they're engaging with your brand and when

they're re-engaging how easy is it across that journey how personal is that journey or that those touch points is technology delivering exactly what you're promising so coming to techx um it's a technology that organizations use to deliver exceptional experiences it doesn't have to be customer facing necessary it doesn't necessarily have to be the website but certainly a good place to start how about crms customer relationship management tools so something like salesforce

brings all your custom customer data in and it helps actually understand and to measure and track your customer interactions point of sales and dashboards making sure they're integrated if you're sitting there with a calculator with a person in front of you calculating different tariffs and then putting in a reservation system that's not making anybody live anybody's life easier we found with west beach parks one of the challenges was that their that

their tech tools were not integrated and therefore a customer waiting in line was having a less than enjoyable experience because they didn't really know what was going on so making sure that the tech is integrated is an absolute fundamental part of this so thinking about the stats i spoke about before 57 of internet users say they won't recommend a business with a poorly designed website that's half of the people use the

internet which is pretty much half of the population so they won't recommend you if you've got a bad website 38 of people will stop engaging with the website if the content and layout is unattractive and hard to use so if you've got those people to your website and you've been doing analytics and you know who they are on your front your homepage and they're bouncing out they're not going to come back

so if you're losing them at that first page you should be analyzing your web traffic and see how many clicks and pages they're going through and if they're not achieving the goals you set there's a problem you should be going in and finding out along that journey on your website what's going on why they're bouncing out because 38 of those people will not come back none of it looks good in the

business and so you think about these little incremental gains this will help your bottom line so in addition to the tech there are a few tools out there we talked about social listening and social tracking before has anybody used hubspot hootsuite or sprout social yep great look if you're time poor or resource poor in your business i would absolutely recommend any of these um these tools the social listening or social tracking

they're dashboards by way by which you can track hashtags you can track trends you can track mentions you can also in one place see all of your activity you can see your competitors activity if you've got them in your your dashboard so that's really important if people say i've got no time well this is the number one tool that's going to help you to understand track and measure and actually create content

for your social platforms um keyhole was one that i found about found out about the other day has anybody heard of keyhole yep so a tool they can track hashtags they can track influences they can also they've got an ai embedded in keyhole that can predict the success and reach of your posts so i think that's really interesting as well so using some of these tools to make your life easier your

staff's lives easier have a bigger impact on your brand with your customers and it all comes back to the holistic customer experience ask yourself we've had a bit of uh questions to the audience but ask yourself how is your tech delivering to your customers is it delivering exceptional experiences is it enabling personalised experiences is it easy is it easy to find is easy to navigate we've got some sessions this afternoon on

seo how are you being found and when they get to you are you delivering up on the promise who knows and most importantly for tech is your tech delivering on the customer of tomorrow because they are here product experience this is a really interesting quote from linkedin if you're having trouble getting customers engaged churn is creeping up or you're struggling to meet upsell goals but only have resources to fix one thing

fix onboarding if a customer starts to fall off with low engagement every passing day makes it harder to fix so if you've worked really hard to get them onto your platform engage with your service or product but then they've got no idea what to do they're not really sure what it's about they don't really understand what the product or service is you are wasting your time even getting them there so you've

got to make sure that the onboarding um i have a friend and a colleague who works at a tech startup and part of her role is actually getting people onboarded onto the platform because once they get there in their onboarded world they'll use it and they'll recommend it but if you don't have the right tools in place to onboard people in the tech in the first place or your product or service

in the first place then they're confused it's not easy you will lose them so product experience is what the customer experiences when using a product their thoughts their emotions and motives so it might be a digital platform or for west beach parks it might be actually them using the parks they're attending the parks so in this particular experience we worked with west beach parks on their product which used to be known

as the resort so it was the more high-end accommodation product and now it's been re-branded the retreat what we found out from customers was their perception of a retreat or a resort is a relaxed holiday they want space and time they want to sit back and kick back they don't want the hustle and bustle at the holiday park that's the caravan park that's over there so as a customer if you've booked

the resort you want to be getting that sort of experience so they went back at the mid last year and decided to rebrand with fuller to the retreat they've actually put up some new accommodation which are these fantastic safari tents with baths on the front front deck overlooking the sand dunes they've got these other cabins which are high-end because they said you know what our customers coming to the retreat on a

high-end luxury experience that's really relaxing on their holiday lots of space hearing the waves and because of that they're delivering the elevated product to the customer that they understand so are the products and services that you offer tailored to the customers or is it one size fits all and how well do your products and services reflect your brand promise again if you're a tech company promising that you've got this innovative software

but people don't know how to use it then that's a bit of a challenge and that really does damage the brand in the brand promise itself and finally one of the most important parts i did say that the universe was all equal but employee experience if we consistently exceed the expectation of our employees then we will consistently exceed the expectation of our customers employees are fundamental to the success of customer experience

so it's not just about great customer service that's one transaction is your organizational structure tailored to deliver exceptional experiences what i mean by that do you have people in your business so west beach parks now have a customer experience manager who works across the whole organization in enabling them to deliver exceptional experiences job descriptions do your job descriptions reflect the fact you want people working your business you know if you've got

a personal front counter do they like their jobs have you got a people person on the front count and make sure you're recruiting the right people into the right jobs it seems like a no-brainer but i've worked with a government client that realized that lots of people on the front counter didn't want to be on the front counter so how do you think that reflected on the customer's satisfaction the customer experience

pretty poorly and with government you have to be there from a customer's perspective you have to go and register your car for example so the person you're dealing with isn't great you're just on the back foot to start with onboarding making sure that your staff are up to speed with the organization and that they understand your promise and you know what even handle my heart you know my business we could be

doing this better and so on boarding making sure the people that work with you and for you understand what you're promising um training and living the brand so with west beach parks we did a training with all staff i'm talking back of house front of house gardeners electricians security staff we trained them on their promises and the brand because as a customer touch point they were in front of customers all day

long and they didn't really feel that there was any it wasn't their role to deliver exceptional experiences because they're doing their job but customers said well that's the only person i talk to so making sure that customers at your staff have the training on cx and also strategic planning planning about cx goals another client we've worked with you've got a customer service team a call center that the promise of the customer

is personalized service and we listen but your call center stats and kpis you get got to get off the phone within 30 seconds how can you deliver personalized tailored experiences to people in 30 seconds so if your individual kpis in your business don't meet your cx goals you have to think about the strategic structure of that because you'll be working at cross purposes in your business does your organization have a culture

built on cx so i said before think about the stats before about the value to the bottom line about the more money more spend more loyalty two-thirds of customer loyalty comes from cx so if your culture doesn't have a culture of cx but that is what is driving customer loyalty it's also driving people out the door if it's a bad customer experience that's fundamental so just i'll wrap up in a moment

if every day we're saying how can we keep this customer happy how can we get ahead in innovation by doing this because if we don't somebody else will so for all of those people who are bouncing out of your website those people who've had a bad experience or two or three bad experiences they've completely 90 have completely abandoned your company altogether someone else is standing there with a product or service delivering

it in an exceptional manner ready to take that customer or in a government perspective there's no choice therefore the noise gets really loud about those bad experiences so the catch cry is xp be exceptional and i hope that uh we've learnt today the importance of customer experience and how it can enable exceptional customer experience thanks guys jackie where are you going it's question time we've got about five minutes for questions and

uh our roving mics one up the back there lena just uh there's one here any other and there's one over here so uh i think ollie's there first let's start this side and come back across hello um i saw that you well everyone saw that you um work with ikea and apple versus west beach parks and obviously west beaches sa um brands like ikea and apple which are you know worldwide um

i'm just trying to understand like where i would have thought they had like more of a global um policy or guideline i don't know framework on customer experience things like that how does it work like when they engage with you on a local level yep so full disclosure microsoft was just an example of a brand so we don't i'd love to apple if oh sorry apple and microsoft is the two i'd

love to work with them but ikea we deal with them on customer experience so we at a local level in store so what is their customer experience in store here and we're tracking it we're also working with them from a market research perspective around product design and development to the market so they've got global platforms and programs that they look they're looking at implementing here in australia i'm under a strict nda

but we are we are here and yes so we're really excited here at an adelaide level that we do get global brands and we do get national brands here in adelaide that do engage local suppliers to help them but often it is within the south australian or national context not the global context but you're right they do have a whole sales team i think that kind of goes back to the point

yesterday we were talking about localizing content and um you know that sort of hyper local approach and certainly bankers say yesterday we're talking a lot about um the patriotism of south australians and i think from my experience we are a bit of a different state a different city um we're all very proud to be living in the third most livable city in the world all that kind of thing so i think

sometimes there is that opportunity there you know that brands want to look at it and go well hey this might be a bit different so we need to perhaps it's an opportunity for testing i have heard in the past that mcdonald's i don't know if anyone can verify this but i have heard this that mcdonald's actually treat adelaide as a test city um and that you know we see a lot of

different limited time only products here through our macas yeah so you've probably seen like you know the chocolate soft serve like i don't know if the eastern states have got that but obviously they've been testing that through a few different ones here so i think adelaide's a a really interesting place for that and perhaps mcgregor tan a market research company we've been around in south australia for 45 years and adelaide is

absolutely seen as a representative community of australian perception and it's an easy place to do market research so absolutely south australia and adelaide we often do um testing for global brands here in adelaide to roll out the australian market because we're easy to talk to but we're also quite representative of the australian population so doing work here they see that south australian adelaide's an easy place to do business so but it's

representative of the perception so absolutely that's 100 true was there any follow-up from that side all good okay and then i think we had a question over here yes rob lovely to hear from you again um yep it's been a few years since i did my undergraduate degree but back then they were talking about the really strong correlation between awareness and market share and always saying well if all you have to

worry about is make sure everyone knows about you and they'll buy you stuff but i suspect with online reviews and the ability to share your experiences that that has possibly shifted i just wondered if you've seen any data around that we like it all makes sense logically but what does the actual data say around cx relating to market share and purchase so a couple of points in that from a brand awareness

perspective just because someone's aware of your brand doesn't mean they know what you do so we often find in market research if you ask an awareness question the next thing is to say and what do they do because i'll give an example one of our clients is bentley's they're they're one of the top eight advisory firms in australia we did a national project you ask people what bentleys do they do cars

people do people in the field who understand advisory will say advisory but other people say yeah i've heard of i've heard of bentley's they might get good statistics saying that 82 of the population is aware of your brand but then when you drill down and say well what do they do you know 30 of the 82 are saying cars well they actually don't know what you're doing so from the perspective of

brand awareness absolutely the awareness is only a good measure if you actually have that salience so people actually know what you you do in the category that you are providing services in the next one is absolutely the different touch points now so just because someone's aware of a product or service and what you do um people are researching more and more at different touch points about do you do it well how

do you do it what are you delivering is it easy so thinking about some of the the products and services out there you might know of a brand you go online you research if that brand is delivering um a good service so actually i was thinking about some research i did last night in some focus groups we're thinking about switching to different energy providers and people said number one is price that's

fine number two is customer service and how do you know what customer service if there's good customer service you talk to friends and family you go online you look at reviews you look at social media you might put questions out there so people are driven by price often but absolutely reputation and that reputation comes from customer experience a lot of the time customer service having people to talk to having good experiences

in that platform so don't answer your question but there's certainly brand awareness is underpinned by a whole lot of other considerations now when we're thinking about purchasing particularly when cx is such a driver for um loyalty any other questions from the crowd because slowly scanning oh meredith down the front you were very quiet yesterday having it up for today um so i work for a not so sexy vehicle leak he's at

leasing fleet management we work really hard on building our net promoter score measuring it tracking it can you explain the difference between net promoter score and the net trust score and perhaps something ways you can measure the two yep so net promoter score for those it's net preventive score is a direct reflection of customer experience so customer satisfaction score is one um moment in time so are you satisfied with that experience

that that interaction a customer effort score is another one good to talk to so how easy was that particular interaction so often on websites you might get a quick box pop up saying you know how do you rate this experience or this how easy was it to do um net promoter score is the whole experience end to end so you might have an individual transaction that's good or bad but it won't

necessarily reflect on your net promoter score because say for example you walk into a place and the person behind the counter was particularly grumpy but you love the brand you love you love the coffee you go there every morning but on that one individual transaction you might not be satisfied but overall you'd be highly likely to recommend it to your friends and family so as they add up it's accumulation of all

of those experiences and touch points it gives you the net promoter score so if on a score of 0 to 10 how likely are you to recommend this coffee shop to friends and family is the net promoter school metrics so the difference between that and trust is on a scale of 0 to 10 how much do you trust the organization you're dealing with and that's about that credibility and validity so there

are some brands out there that you might love what they do you might love what they deliver but you're not quite sure about the organization itself the organization might have had bad press the organization may have had um you know you may have had bad experience with them you don't trust that the people they employ actually have the credibility so they're two different measures but combined so because you might be satisfied

or you might still recommend them but you might not necessarily trust what they do so i think you just need to understand why they give that score so why don't you trust them or why do you trust them or because their staff will have badges with their qualifications or because i heard the news three years ago that they're treating their staff really badly so they're different measures okay if you've got any

more questions for jackie please hit her up in the break she'll be here all day