1to1 Media eBook: Making the Case for Customer Experience

Making the Case for

Customer

Experience
A Snapshot of Best Practices from 2013

To read more about these companies and other case studies, go to:

www.1to1media.com

Making the Case for Customer Experience

These days, if companies don’t have a
strategy in place that works to improve the
customer experience and create a customercentric business, they’re basically dead in the
water. Delivering a great experience is a crucial
part of being customer-centric. Unfortunately,
it can be difficult to make a compelling business case based on creating differentiation and
long-term customer loyalty.
Building a solid business case for investing in

the customer experience by correlating customer
metrics to revenue losses and gains to combat
churn and to move the customer experience
forward is crucial for success.
In this e-book, find out how 14 companies,
including Vail Resorts, Expedia CruiseShip
Centers, and Texas Roadhouse are deploying
customer engagement strategies, improving
the customer experience, and making the case
for customer investments.

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The League of American Orchestras
Problem:

Faced declining membership in recent years due to a lack of perceived
value to members and need for more personalized content.

Solution:

A robust engagement strategy that relied on data to better understand
the most engaged and loyal members

Results:

Personalized product information and the ability to conduct
one-to-one conversations

To read the full article, go to:
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Cellular One Revs Up Customer Satisfaction
Problem:

Solution:

Results:

Operational inefficiencies and labor intensive operations were negatively
impacting customers, leading to long wait times for call transfers, increasing
the need for call-backs to resolve an issue, and preventing customers from
obtaining basic account information or pay their bills.
Implementing a unified interaction management and workforce optimization solution allowed the company to integrate different modes
of communication, including inbound and outbound
communications and Internet, improving agent productivity.

Improvements in customer satisfaction scores, operational
efficiency, and employee satisfaction.

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ghd Weaves a Community of Artists
Problem:

Two separate websites that engaged stylists as well as customers.

Solution:

A combined website with an online community for stylists to showcase
their work and to educate customers on hair trends.

Results:

Site content can be easily shared on social channels,
giving it greater visibility and creating an incentive for
the stylist community to post additional content.

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Vail Resorts Carves Up the Customer Experience
Problem:

A focus on product messaging prevented robust one-to-one
experience-based personalized messages.

Solution:

Leveraging customer data to personalize the customer
experience at its resorts and beyond.

Results:

Customer information is also allowing Vail Resorts
to reconfigure its loyalty program, moving from a
product-centered program to one that revolves
around delivering a great experience to customers.

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Texas Roadhouse Serves Up
Geographically Relevant Content
Problem:

A need to improve its social and mobile engagement to
be better able to interact with its customers.

Solution:

Improved its geo-tagging, allowing them to engage better with potential
and faithful customers on social media in a geographically relevant way.

Results:

Easier to interact with its fans and followers. Content published
to the company’s local pages on Facebook generated 71 percent
more engagement than content published on the brand page.

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Relevancy Helps Legacy Publishing
Connect with Customers
Problem:

The need to encourage more parents to subscribe to its electronic mailings
building a more personalized relationship with its customers.

Solution:

The site created pop-ups that address the different challenges parents
are personally facing, then offers parents a personalized parenting plan
based on their child’s needs.

Results:

More parents are willing to share their email address within the
pop-up to receive their tailored plan, increasing the website’s
open rates by approximately 50 percent.

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Perry Ellis Puts a 360-Degree Spin
on the Customer Experience
Problem:

A lack of a 360-degree shopping experience and
enterprisewide view of the brand.

Solution:

By implementing mobile POS technologies in-store, sales
associates now have access to the tools necessary to facilitate
the multichannel customer experience throughout their retail
locations, boosting engagement and satisfaction.

Results:

Perry Ellis puts all relevant information within
the customer’s reach, increasing engagement
and improving satisfaction.

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Patriot Outfitters Gets Tactical With Its
Online and In-store Experience
Problem:

Disparate data scattered throughout the enterprise prevented the company from having a unified view of the customers.

Solution:

Integrated its retail and e-commerce data, allowing the company to have
a more rounded view of customers and provide a better experience.

Results:

Having better access to customer information from both the
Web and retail locations is helping Patriot Outfitters better
serve its clients.

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Gold’s Gym Raises the Bar in Customer Service
Problem:

The need to better collect and analyze customer feedback.

Solution:

The chain collects feedback about different elements through social media
and surveys. The feedback is shared with individual gyms, which are ranked
against each other, allowing chains to replicate the best practices.

Results:

Feedback allows the company to make necessary changes
if needed, which has improved the customer experience by
more than 40 percent.

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VIP Parts, Tires & Service Drives
a Consistent Experience
Problem:

A lack of an effective and consistent training method across
all locations for staff members.

Solution:

Investing in a cohesive learning management system, in which the system
blends e-learning with traditional instructor-led training, through both live
gatherings and virtual classroom sessions.

Results:

Lowered employee churn and is delivering a consistent customer
experience across all its stores.

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British Airways Bring iPads Into
Cabin Crew’s Hands
Problem:

Lack of organization of customer data amongst different
departments within the airline caused an impersonal relationship
between the cabin crew and passengers.

Solution:

Using tablets to give its cabin crew traveler information that
will help the employees improve the customer experience.

Results:

This initiative is helping the cabin crew be better
informed about the passengers on a particular flight
and allow for better follow-ups.

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Expedia CruiseShip Centers Takes the
Helm With Personalized Emails
Problem:

A lack of a program to effectively talk to prospects with
relevant information that would entice them.

Solution:

Implemented a data-driven digital marketing solution that uses
behavioral data to optimize email marketing campaigns.

Results:

A holistic view of its customers’ interests and the ability
to send the right content at the right time. The open rates
almost reached 50 percent with a click-through rate of 17.8
percent. The mailing list has multiplied significantly from
125,000 to more than one million subscribers.

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Thomas & Betts Sparks Social Media Interactions
Problem:

No process to effectively build relationships and facilitate meaningful
conversations with customers, distributors, and prospects while
maintaining the image of a conservative brand on social media websites.

Solution:

Leveraged social media to build relationships and engage in meaningful
conversations with both customers and distributors.

Results:

Improved both customer satisfaction by integrating both
online and offline communication and brand recognition and
awareness, and improved interdivisional communications
with different departments within the company.

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Office Shoes Sizes Up Customers’ Perferences
Problem:

The absence of a tool to mine the data and extract insights which could be
used to make decisions on personalized marketing campaigns to its customers

Solution:

Targeting its customers with highly relevant emails, increasing
open and click through rates

Results:

Increase in personalized campaigns by 64 percent
and click-through rates by 240 percent

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Polaris Accelerates Its Warranty Conversions
Problem:

Lacked communication with its customers, which resulted in the
customers’ lack of knowledge of their insurance options.

Solution:

Keeping customers informed about the benefits of purchasing an
extended warranty, improving their experience.

Results:

The web link has contributed to increased conversion rates
while also increasing value to its customers by keeping them
informed of the benefits of purchasing an extended warranty
and reminding them to purchase it.

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1to1 Media eBook: Making the Case for Customer Experience