2014 alfa conference crafting the customer experience
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Crafting the Customer Experience for People Not Like You
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Transcript of 2014 alfa conference crafting the customer experience
Crafting the Customer Experience for
People Not Like You
Changing Customer Expectations
• The “Impossible Triangle” is history
• Low cost • High Quality • Fast • An “experience”
Customers Have Changed
We Want: • Personalized experience • To feel valued • Relationship
Understanding Someone Different from You Means Understanding
Their Life
Their priorities Their values
The experiences that define them
Try This Exercise!
• When asked to name how Kennedy died…
• Matures & Boomers – Gunshot in Dallas
• Gen X – Plane crash near Martha’s Vineyard
• Gen Y – “Kennedy who?”
Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y
Matures, Boomers, Gen X, Gen Y
Key emotional drivers and icons
Matures (age 69 and older)
• Iconic entertainer: Frank Sinatra • HHI: $40,400 • Defining Idea: Duty • Style: Team player • Work is: an inevitable obligation • Education is: a dream • Reward because: you’ve earned it • Home stuff: Timex, milk and cookies • Money: put it away, pay cash • Family: traditional nuclear • Technology: slide rules and rotary phones
Boomers (age 50-68)
• Iconic entertainer: Mick Jagger • HHI: $59,800 • Defining Idea: Individuality • Style: Self-absorbed • Work is: an exciting adventure • Education is: a birthright • Reward because: you deserve it • Home stuff: Casio, milk and Oreos • Money: buy now, pay later • Family: disintegrating • Technology: calculators, touchtone phones
Generation X (age 37-49)
• Iconic entertainer: Madonna • HHI: $49,500 • Defining Idea: Diversity • Style: entrepreneur • Work is: a difficult challenge • Education is: a way to get there • Reward because: you need it • Home stuff: Swatch, milk and Snackwells • Money: cautious conservative: save, save • Family: latchkey kids • Technology: spreadsheets and cell phones
Generation Y (age 18-36) • Iconic entertainer: Lady Gaga • HHI: control $160 B in spending • Defining Idea: Authenticity • Style: Worldly • Work is: a chance to do some good • Education is: an incredible expense • Reward because you can share it • Home stuff: use phones to tell time, iPads,
Xbox, PS3, Wii, organic • Money: earn to spend • Family: merged families • Technology: all access,
text messaging
No More “Joe Consumer”
"The concept of an 'average American' is gone, probably forever. The ‘average American’ has been replaced by a complex, multidimensional society that defies simplistic labeling.”
– Demographics expert Peter Francese
Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
Connecting with Those “Not Like You”
1. People Need What They Need
2. Relieve Pain
3. 6 Ways to Deepen Customer Experiences
Not Just What, But How
• Public storage payment options
Not Just What, But How
Relieve Pain
Different Customers Care About Different Things
• Women want security & great personal service
Men Hate Ironing
• Omni Hotels learned that men hate ironing
• Their “Select Guest” program now offers free ironing of two garments
Texas Medical Association
Your Turn
Think of a Customer “Pain Point” & How You Might Relieve It
How Do You Know What People Not Like You Want?
Ask Them Get Employee Feedback
Hire Diversity
Ask Them!
• Formal methods, such as surveys, reveal insights – Omni Hotels, Safelight Auto Glass
• Informal conversation with customers
• Soliciting feedback from
front-line employees
Informal: Just Talk to People
Church at the Gym
Employee Feedback
• Front desk clerk at boutique hotel
Hire Diversity
• Bilingual or multi-lingual associates to serve diverse customers
• State Farm agency hired
Gen Y agent
• Agent works leads through social media and texting, not phone calls
8 Ways to Deepen the Customer Experience
#1: Ask Stakeholders What They Want
• Surveys are good, but conversations are better
#3: Use Consumer Insights
Consumer Insights: Women
• The truth can never hurt you
• No pressure – ever
• Value expansive choices, seeing all options
Consumer Insights: Men • Want choices simplified
• The “magic number” is 3
Hispanics/Latinos
• Good customer service is more important than speed or efficiency
• It trumps mistakes
• Appreciate being given all the time needed to ask questions
African-Americans
• Show people of color in ads, on your website or any marketing materials – Diversity of skin tone is important
• Don’t try to connect on a superficial level
#4: Ensure You Can Walk the Walk
#5: Pay Attention to Trends…
• Social is everything
New Products Meet Demand for Connectivity
#6: Be Fearless • It may feel weird and unconventional to you, but
if it’s what the customer wants, then it’s the right thing to do
• “Tweet Seats” at the symphony
Strategy #7: Be the Good Guys
• Demonstrate & market social consciousness – Green efforts – Community involvement
#8: Helping Beats Selling
“We don’t need information. We need advice.”
Relevance + Experience + Relationship = Feeling the Love
My New Book Can Help!
#5 on the list of Bestselling Business Books of 2013
©2014 McDonald Marketing 7820 Enchanted Hills Blvd. Ste. A-199
Rio Rancho, NM 87144 214-880-1717, Fax 214-880-7596 [email protected]
All rights reserved. No part of this material may be reproduced
In any form without permission by the author.
For more information about consumer trends, contact
Kelly McDonald at 214-880-1717 or [email protected]
