Jason Bradshaw from Target Australia explains measuring customer experience through success, effortlessness, and emotional connection. He contrasts United Airlines ignoring viral complaints with Target's playful zombie attack response that reached millions, arguing companies must engage transparently on social media.
Chapters
Today I'm talking to you as someone that has spent his entire career in customer experience.
I always measure customer experience or customer.
Engagement around three measures.
Is the customer able to have success in what they're doing? Could they do that fairly effortlessly?
Did we make an emotional connection with them?
Today I'm not going to look at.
One organization, but a couple of examples.
Which I hope will make you go.
And challenge your organization to engage and delight. So social media, is it really a big thing? 50% of this global population is under 30.
So if you don't start playing in social media, you're effectively turning off 50% of your potential new customers.
Over half of Australia's population is on Facebook and YouTube.
Is your organization listening to the conversation.
Partaking in the conversation, adding value to the conversation?
And if you're not, what are you missing out on?
People love to tell stories. A number of customers are using social media as that back door to get their problem solved.
I'm not happy with the item. What are you going to do about it?
So they reply with, well, if you.
Send us a private message, we might help you.
That's not transparent, it's not social, it's.
Not engaging, it's, well, you really should.
Have learned how to use our web.
Form by now and send it so no one can hear or complain about our product.
Isn't when someone has a problem the.
Best opportunity to turn them around?
All the research shows that if you.
Turn a detractor into a promoter, they're.
Actually worth more to you than someone that just organically becomes a promoter.
So as a brand, if someone posts.
On your site, that product is amazing and the service was great, I'm going.
To always fly with that airline.
That's a good thing.
Let's have a look at United Airlines.
They've got a very unique view on their service. They love their customers.
I'll never fly United.
I should have flown with someone else or gone by car. Cause United breaks guitars.
So that video was seen by 14 million people.
It had 26,000 comments.
And United replied to zero comments. The nice, touchy, overproduced United Airlines video was seen by 20,000 people.
Customer wrote in to Target on Facebook.
Seriously, what if there is a zombie attack? So the team crafted this response and brilliantly they weaved into it products that.
We sell in our store to help.
You fight off zombies.
Again, applying a social filter to how.
You service and engage and reach out to customers.
We didn't reply with one line.
The team replied with a story. We couldn't get PR or marketing team.
To come up with this stuff and.
Find a viable way to get it.
Out to customers and create a conversation. Did we estimate the number of customer.
Contacts that we would have during that time?
No. 40,000 contacts in two days. That's what social media gives you. If you respond with a social voice that thank you.
