Own the customer experience
Transcript of Own the customer experience
Brugeren skal genkende brandet
Typisk digital tilstedeværelse
Men – skal brugeren føle sig genkendt?
Website
Subsites
Twitter Blog
Customer service
A customer is 4 times more likely to defect to a competitor if the
problem is service-related rather than price- or product-related.
– Bain & Company
3 in 4 online shoppers prefer retailers that use personal information to improve the
shopping experience. - Accenture
Aktivering af data
PUSH Nyhedsbreve
IP-marketing
SMS
Ping til sælger
PULL Personalisering
CRM-data
POS-data
Experience Management
– Forholde sig til kundens livscyklus
– Skabe sammenhæng mellem touch points
– Aktiv brug af data og BI i alle kanaler
People will forget what you said People will forget what you did But people will never forget how you made them feel.
Maya Angelou
Det giver mig en god oplevelse, fordi
– De kan huske mig
– De ved hvad der interesserer mig
– De ved hvornår de skal kontakte mig
… og hvornår de skal lade mig være i fred
Login
IP
Historik
Browser
Adwords
Tid
Sted
Kundehistorik
Regningscyklus
Tillægsydelser
Produkter
Købsfrekvens
Loyalitet
Next Product to Buy
Kunde livscyklus
Engagementsniveau
Call center mønstre
Husk!
Data om brugeren er centralt
Find og aktivér data
Konvertering er kortsigtet. Loyalitet er langsigtet.
© PA Knowledge Limited 20141
HVORFOR BØR VIRKSOMHEDER SATSE MERE PÅ CUSTOMEREXPERIENCE?
Jesper Høi Jensen
Marts 2015
© PA Knowledge Limited 20142
It took the Internet 15 years to reach 60% adoption, while Apple reached the same rates with their Ipad 2
© PA Knowledge Limited 20143
The speed of change over the last 25 years has been phenomenal and not likely to slow down any time soon
A quarter of a century of changes, and it’s not
stopping
© PA Knowledge Limited 20144
There has been a shift in power towards the customer…
• Customers’ expectations are at an all time high
• Customers have near perfect market information in
a digital world
• Customers can share comments on your products
and services in an instant
• Customers can often switch providers cheaply and
easily
• Customer haves limited brand loyalty.
“Customers trust the reviews of strangers online 12x more
than information from the manufacturer”
© PA Knowledge Limited 20145
An exceptional Customer Experience drives stronger customer relationships and improved profit
The customer experience is a pivotal part of building a
long-term relationship with the customer. This in turn
is a key driver of profitability as it increases the
probability that the customer will buy more.
The decision to buy is moved from the rational domain
of price and functionality to the emotional domain
where price usually plays a smaller role in the
buying decision.
A strong customer experience is a differentiating
factor which can only be copied with great difficulty and
cost.
More satisfied and loyal customers motivates and
energises the organisation. An exceptional customer
experience creates pride, team spirit and motivation
in most employees.
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6 year stock performance of Forrester’s Customer Experience Index
leaders vs. laggards vs. S&P 500
Customer Experience leaders outperform the
market (2007-2012)
© PA Knowledge Limited 20146
There is a lot of desire, but few feel they are well progressed
Digital customer experience ambition far exceed the reality
© PA Knowledge Limited 20147
Customer Experience is not yet CEO’s top of mind
Leadership is key to progressing change
© PA Knowledge Limited 20148
Collaboration across departments is the greatest barrier to deliver great customer experience
50% find it
difficult to set
clear
(quantitative)
measures for strong
customer
experiences
71% point to getting
the organisation to
collaborateacross departments
44% point to
establishing
customer centricity in
the back officefunctions
41% do not know
what the
customers
want
41% struggle to
use customer
data in a value-
creating way
Breaking down silos is needed to succeed
© PA Knowledge Limited 20149
All recognise that being successful will need a number of levers to be pulled and internal capabilities developed
Success is determined by culture and people, as well as IT
© PA Knowledge Limited 201410
The journey involves multiple parallel shifts in strategy and operating model
Product-centric Customer-centric
• Deal or transaction based
• Discreet marketing interventions
• Life-cycle focused
• Collaborate on current and long-term needs
• Aggregate knowledge & insight
Customer Position
• Narrowly defined, feature benefits based
• Standard products
• Originate from the centre
• Holistic approach, need based
• Products, service, and knowledge
• Designed with the field
Value Proposition
• Innovation and authority at the front line
• Reward based on customer value and team
performance
• Command & control, limited delegation
• Individual performance in product results
v. quota governs reward
Sales Model
• Outsider selling in, 1:1
• Pushing product
• Transactional relationship
• Position of trust with stakeholders
• Problem solving focus
• Team-based selling
Advisory Status
• Focus on ‘sense an respond’
• Balance customization with complexity
• Complexity isolated within the system
• Focus on ‘plan and build’
• Standard process
• Customisation adds complexity and cost
Processes
Structure• Cross-organisational teaming
• High degree of organisational trust
• Siloed organisation
• Inflexible resource allocation
• Limited trust culture
© PA Knowledge Limited 201411
Based on our experience and the feedback from the survey, we believe there are five core areas where companies need to invest their time
Be bold and think differently to survive and thrive
Sitecore Experience platform
- Customer Experience Management er kommet for at blive
Presented by // Sales Dirctor Christian Pelle, Sitecore
26. Marts 2015
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What happens to great companies that fails to adopt technology trends;
“Differentiate or die.”
A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.
Forrester
“Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.”
Winning in The Age of The CustomerForrester Research Inc
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Complexity is Hindering Marketers & MerchandisersMarketers Driven to Become Scientists
increased complexity
disconnected systems
non-integrated touch points
Facts: (Time spent)
1-10% Site Optimization
1-10% Campaign Optimization
50% spent Collecting Data
30% spent Reporting and Forecasting
The modern marketer is forced to deal with a technology landscape of
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Service Sales Marketing Operations
Infrastructure
Technology/ Platform
Technology/ Platform
Technology/ Platform
Technology/ Platform
Touchpoint Touchpoint Touchpoint Touchpoint
The Pitfalls
• Silo Marketing
• Integration Points
• User experts on multiple platforms
• Data Analysis Execution
We have been laying foundations for this Platform
ContentFoundation
UserInterface Foundation
DataFoundation
CXMFunctionalFoundation
7.0
7.17.2
7.5
8.0
How does it all work together?
Integrate with business systems or other sources.
Collect and Connect actionable customer data.
Analyze, get insight, make decisions and automate.
Manage content, information and assets.
Personalize messaging across all channels.
xDB was built specifically for Customer Experience data
CRMSocialMedia
Customer Support
Website
POS Apps
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xDB
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Dropdown from select-box
Warning if not likely to finish
If no historical data
Dialog - MV test with 16 experiences
Ski Resort Example
Marketing Site & Ecommerce
Runs on Sitecore
Mobile App Can Play
Key Role in On-Hill
Experience
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Simple - Automated Booking Flow Dialogue
Error occurred
Customer bounced
Booking completed
"Dear Jamie, We can see that an error occurred while booking,
click here and return..."
"Dear Jamie, Book your tickets in advance and save money.
Click here and return to your order"
"Dear Jamie, Thank you for your
Booking, we look forward to seeing you onboard"
2 days before trip"Dear Jamie, Here are the
details for your upcoming trip, you can also sign
up for our free SMS service..."
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Outcomes
Bounce Reduced 54% to 24%65% Increased Page Views170% Increase in Visit Duration
Project ROI in Just 2 Weeks