customer experience in a digital age (preview)
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We're no longer living in material world, we're living in an experience world. It's no longer Madonna, it's Lady Gaga who rules the world. What is the impact of the digital age on the way consumers take decisions? And how can you impact this from a business perspective? The answer: great customer experiencesTRANSCRIPT
Customer Experience in a digital ageCustomer Experience in a digital ageGeert Martens, practice leader 4C Consultingp g
[email protected] @geert_martens http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert
2BMay 2011
2B2 Billion Internet users
255M255 Million websites
294B294B294 Billion emails sent every day
600M600 Million people on Facebook
5 3B
300M
5.3B5.3 Billion people with mobile devices
300 Million people on Twitter17B17 Billion sms every day
2B2 Billion videos per day
2‐3YWithin 3 to 5 years Mobile more popular 2 Billion videos per day
watched on YoutubeWithin 3 to 5 years, Mobile more popular than PC to get on the Web
Source: State of the Internet 2010, http://mobithinking.com & http://twopcharts.com
Source: @@dadovanpeteghem
5% of total media spendpin Belgium is online vs. 41% TV, 33% print & 13% radio & 7% outdoor
38% of Belgianconsumers have made an online purchase in 2010
6% of all conversations are online, 14% by
2010phone & 80% F2F
38614
41
13
75
62
80
33
1
It’s not all online today!
Source: The Conversation Manager ‐ Steven Van Belleghem, OMD Belgium ‐ Investissements publicitaires mars 2011 via @theafter, google.com via xprnc.be
Multitude ofMultitude of customer
touchpointsIncreased
Powershiftfrom
advertiser to
transparancy
Enhanced advertiser to consumer
community spiritInformation
overload
Experiencedriven
economy
Authenticity
economy
What does this mean for the business professional?
Decision journey | Traditional funnelj y |
7McKinsey Quarterly: The consumer decision journey – June 2009
Decision journey | Actual journeyj y | j y
trigger
8Source: McKinsey Quarterly: The consumer decision journey – June 2009
Decision journey | Impact of CeX & digitalj y | p g
RecommendationsPoint-of-sale signage
Information scanning through information overload
Enhance speed of evaluation
Enhance speed ofdecision taking
Point-of-sale signage
Peer reviews SEOSMA
SEA
Ch th lChange the rules:Own experiences& recommendationstrigger
Peer reviewsSMA
Interact with your customersin search of emotional engagement
Communities
9Source: xprnc.be
Fundamental value‐drivers h d l ld
Fundamental value‐drivers h d l ldin the digital world:
authenticity in the digital world:
authenticity yborne out of experience
yborne out of experiencep
and content. pand content.
We’re no longerliving in a material worldWe’re no longerliving in a material worldliving in a material worldliving in a material world
We’re living in an experience world
We’re living in an experience worldin an experience worldin an experience world
What is customer experience
A customer experience isA customer experience is
emotio organizatijournotionsgnization
jrneyns oneyHow you feel
and remembera journey of interactions
with and aboutan organization
What is a GREAT customer experience
G t t i iG t t i iGreat customer experience is NOT about doing whatever it takes
Great customer experience is NOT about doing whatever it takes g
to “wow” customers g
to “wow” customers
Great customer experience is O b
Great customer experience is O bNOT about
delighting all your customers, all the timeNOT about delighting all your customers, all the timedelighting all your customers, all the timedelighting all your customers, all the time
A great customer experience isA great customer experience is deliberate, valued
& consistent across touch points and lifecycle& consistent across touch points and lifecycle
Deliberate•Emotional drivers
mappedValued•Customer
experience defined
Great CustomerExperiences
Great CustomerExperiences
Emotionallyengaged
customerscustomers
Consistentacross
•Customer Journeymapped
M t f t th acrosstouchpoints& lifecycle
•Moments of truthdesigned
•Touchpointrequirements definedq
You can’t stop the waves,b l h fYou can’t stop the waves,b l h fbut you can learn how to surfJon Kabat‐Zinnbut you can learn how to surfJon Kabat‐Zinn
Customer Experience Service Portfolio 2011The Principles of
Customer Experience
p
Customer Experience St t t
The Power of Customer Experience
Statement
DefineDefineNaïve‐to‐Natural Maturity Assessment
Moments of Truth Transformation
RealizeRealizeAssessAssess & & MeasureMeasure
Emotional Signature
Customer Experience Process Audit
Emotional Segmentation
Experience‐driven Complaints handlingMeasureMeasureProcess Audit
CE Performance Management
E i d i
Complaints handling
Experience‐enhanced Churn prevention
Experience‐driven Segment Planning
CE training & coaching
21
[email protected] @geert_martens
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com