Social Trends - The Service Context
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Transcript of Social Trends - The Service Context
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Social Trends- The Service Context
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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
© Ask Afrika 2016
Why service matters-
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Existence attributes
Undifferentiated attributes
Exceptional attributes that surprise and impress
Source: Lior Arussy - Strativity
© Ask Afrika 2016
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Rise of the emoticon
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Emotions drive decisions
-100
-80
-60
-40
-20
0
20
40
60
80
100 Su
rpris
ed
Delig
hted
Happ
y
Didn
't fe
el a
nyth
ing
Sad
Diss
apoi
nted
Disg
uste
d
Ang
ry
Con
tem
pt
Fear
Tota
l
Reputation Service FCR Fairness Effort NPS
© Ask Afrika 2016
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Emotional satisfaction is more important for NPS
69 74
38
0
10
20
30
40
50
60
70
80
90
100
Overall Satisfaction Emotional Satisfaction Loyalty (NPS)
Benchmarks
%
0.697
0.324
© Ask Afrika 2016
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Brands becoming human
© Ask Afrika 2016
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I like to pursue a life of challenge, novelty and change
52%
50%
50%
48%
48%
39%
37%
36%
33%
25%
© Ask Afrika 2016
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Behavioural economics
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Consumer choices are driven by
sometimes unknown emotions
© Ask Afrika 2016
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The art of story
telling
© Ask Afrika 2016
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There is a clear link between emotions and story telling and therefore our brands should master this art in order to nurture those emotional connections
© Ask Afrika 2016
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Lasting customer loyalty: A total customer experience
Quality and
functionality
Brand and Price
Service, information and delivery
Emotional brand
experience
The competitive battleground of differentiators is changing:
i ti
© Ask Afrika 2016
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A unique South African customer satisfaction benchmark, since 2001
Broadest and most widely-referenced service excellence benchmark in South Africa
Comparing service levels across 32 industries and ranking 159 companies
The Ask Afrika Orange Index® not only measures service within industries, but across industries
Includes 10 of the most relevant service benchmarks
Enables a 360 degree view of the company
Identify landscape changes and to provide insights into the mass consumer trends informing the service improvement strategies of our clients
Ca
© Ask Afrika 2016
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For a 360 customer view
© Ask Afrika 2016
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So, what do winning companies do?
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Service expectations have changed significantly over the past 5 years. Consumers are more sophisticated, they don’t give us much credit for hygiene factors anymore and have expanded their list of
expectations.
Companies differentiate by fostering an authentic relationship with their clients. Customer experience is now a company wide
responsibility to be owned by the entire value chain.
Measure what matters
© Ask Afrika 2016
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© Ask Afrika 2016
2015 Overall Winners 1st – 20th (ranking to 159 positions)
Base: 10,867
Food F d
10 20
The Ask Afrika Orange Index ® Benchmark 2015 = 67.38
Clothing Clo
thin
g
Clothing
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What to do • Get your competitive
position on customer service from the Orange Index
• Make sure, that your customer service measurement is aligned to social trends- measure what matters
© Ask Afrika 2016
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THANK YOU [email protected] Tel: +27 12 428 7400 www.askafrika.co.za