delivering a remarkable customer experience in 2016

Delivering a Remarkable customer experience in 2016

What type of world will we be delivering

Remarkable experiences in?

Irina Bokova Vesna Pusic Helen Clark

Moon Express

Late 2014, the autonomous-drive systems disengaged every 785 miles. By the end of 2015, the cars turned control over to the driver every X miles

53 test cars have logged more than 1.3m miles in California and Texas. X minor accidents with other vehicles

Late 2014, the autonomous-drive systems disengaged every 785 miles. By the end of 2015, the cars turned control over to the driver every 5,300 miles

53 test cars have logged more than 1.3m miles in California and Texas. 17 minor accidents with other vehicles

$3.5bn

£2,700

Improving a customer experience from merely average to something that wows the consumer can lead to a 30-50% in

measures such as likelihood to renew or buy another product.

McKinsey

By 2020, customer experience will overtake price and product as the key brand differentiator.

Walker

Which proves our Remarkable positioning will still be very relevant this year…

Remarkable

Remarkable Filter

Good

Good

Remarkable

Good

Remarkable

6 Trends that will help us deliver a Remarkable difference

Trend 1

Vacation rental company, HomeAway, mocks Airbnb in its latest TV ad by showing you all the gross/weird things that can happen when

you’re sharing a home with someone.

Closing the expectation gap

Closing the expectation gap

David Mattin: Head of Trends at TrendWatching

Unmade (formerly Knyttan) is a knitwear company that lets customers personalise the design of jumpers and

scarves online with the final product being made

from scratch in store.

Atom Bank wants its customers to tailor their mobile experience - from being able to choose their own logo and bank name (e.g. Seb’s Bank) to

changing the colour palette of the app.

Genu is a skincare brand that uses customers’ DNA results to inform the specifications of their anti-ageing skin

creams. It doesn’t get more personalised than that.

7 mins. That’s how long it takes financial-technology start-up Kabbage to approve a small business loan – nearly 5,000 faster than the 20 days it takes a typical bank.

At CES this year, WeChat demonstrated how you could control elements of a hotel room

through the app.

To speed up legal proceedings, a courtroom in China conducted their first trial via WeChat. The trial was

concluded in 90 mins.

KLM is now available on WeChat. The airline is broadening the number of social apps and

channels through which it can deal with customer service enquiries.

Burberry has been using WeChat to connect with Chinese consumers.

Shoppers can stream runway shows live, request bespoke items as they

appear on the catwalk, access exclusive information about

products, watch VIP events and unlock exclusive audio content.

Hailing a cab through WeChat is extremely popular in China. The service has been available since

the start of 2014.

Facebook has just partnered with Uber to bring ride hailing to its app. It will

soon partner with rival taxi service, Lyft.

Messenger for Business enables brands to offer more personal and efficient customer service.

Payments in Messenger simply requires you to link you debit card (if you have a

US bank account) so you can make instant P2P payments.

Closing the expectation gap

What can we do to help clients understand the expectations of their customers and deliver a

Remarkable experience that meets and exceeds them? 

Trend 2

BeneficialIntelligence

BeneficialIntelligence

5 Consumer trends for 2016 Trend Watching

Dom is Domino’s in-app virtual assistant to help you place pizza orders.

The North Face uses IBM Watson to deliver a highly personalised interactive shopping experience on its website.

ReThink is an anti-bullying software which can be downloaded to smartphones. It analyses text for

harmful messages and asks the sender if he/she to reconsider what they’re sending.

Hello Barbie uses AI to have human-like conversations with

those who talk to her. She’s been designed to have natural, free-

flowing discussions with children.

If VPAs start making decisions for you, then our industry, which is fundamentally about

marketing to the pre-frontal cortex, will begin to market towards an algorithm.

Mark Holden, PHD Media’s worldwide director of Strategy and Planning

BeneficialIntelligence

Can we utilise technology to help our clients better predict and satisfy their customers' needs?

Trend 3

1: The ability to identify moments through various forms of data analysis, including path-to-purchase data and monitoring of

social media

2: The ability to target consumers in those moments through technology – for example through programmatic buying or

through location-based messaging.

Micro-Moments

Four key moments.

Four key moments.

Four key moments.

Four key moments.

Case study videos …

Case study videos …

Case study videos …

https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html

“At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things spike up right around the same time all around the world, when baby goes to sleep.”

“At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things spike up right around the same time all around the world, when baby goes to sleep.”

Using data and technology, Johnson & Johnson had found a new opportunity to connect with mothers. It had found a ‘moment’ of opportunity.

Johnson & Johnson created a series of videos for mums to help get their

baby to sleep.

There’s a growing ability to link consumers straight to a purchase opportunity, for example through online ‘buy buttons’ – making every single piece of media (whether

that’s owned, paid or earned) transactional.

Micro-Moments

How can we help our clients identify the key moments or touchpoints where they'll be able to

make a Remarkable difference?

Trend 4

Seeing is experiencing

Faster broadband, widespread free Wi-Fi and cheaper data plans make watching videos less challenging, whether in or out of home, on TVs,

desktops, laptops, tablets and smartphones.

There’s a golden opportunity to use video to add value to the customer

experience…and drive revenue: Consumers who watch videos while

shopping online are 1.9 times more likely to buy than non-viewers.

Invodo, “Video Commerce Benchmarks Report 2014

Brands using 360 videos

Seeing is experiencing

Seeing (hearing, touching, smelling) is

experiencing

Is there an opportunity for us to deliver a multi-sensory experience for our clients in order to leave more of a

lasting impression on their customers?

Case study videos …

https://www.thinkwithgoogle.com/case-studies/coca-cola-meets-consumers-in-the-moment-on-mobile.html

Trend 5

50% increase in app downloads

Digital will continue to get physical

Digital will continue to get physical

What can we do to help our clients better connect with their customers both digitally and physically?

Trend 6

Tales of authenticity and heritage are leaving a bad taste in consumer’s mouths as brands mercilessly misappropriate

these values and divest them of meaning

2016 will see more brands ‘humanising’ their marketing efforts with a people first approach built on

real substance and purpose.

Currently, customers are seeking more engagement from brands. This trend will continue with customers becoming more demanding in their expectation of transparency. Genuine brands – the ones that “walk the talk” and create real value – will

be rewarded.

forbes.com Top 10 trends for 2016

Authenticity(Actions speak louder

than words)

Authenticity(Actions speak louder

than words)

What can we do to bring our clients’ values to life in a way that their customers can relate to and believe in?

Thanks

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