eretail europe 2015 - martin newman, practicology - putting the customer at the heart of all you do
TRANSCRIPT
Putting The Customer At The Heart Of All You Do
Martin Newman@Practicology @MartinNewman
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
About me
About us
Putting The Customer At The Heart Of All You Do
We’re a strategic ecommerce & multichannel
consultancy
Putting The Customer At The Heart Of All You Do
Our USP is that we’ve all worked in retail…
Putting The Customer At The Heart Of All You Do
Our team has 300 years + clientside ecommerce experience and has the
track record of scaling online sales for a multitude of brands
Brands Our Team Have Worked For
Our Clients
Some of our clients
Some of our clients
Putting the
customer first
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
Customer churn increasing year on year
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
The new WWW
► What we want
► Where we want it
► When we want it
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
Technology can clearly help to put the customer first
Putting The Customer At The Heart Of All You Do
Digital Commerce
Social
Mobile & Tablet Customer Services
In-Store technology Digital Signage
POS & Assisted sales Web
Putting The Customer At The Heart Of All You DoDevice Of Choice
However…don’t get lost in the technologyIt’s an enabler
Putting The Customer At The Heart Of All You Do
Greg Wasson
Ex CEO Walgreens
“I see myself like a
B52 bomber removing
the roadblocks”
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means behaving like a customer service business
If you were a customer service business that just happened to sell electricals, apparel, homewares etc…What would you do differently?
Putting The Customer At The Heart Of All You Do
Metro Bank offer convenience & is pet friendly
► 24/7
► 365 days a year
► Branches are dog friendly
► Refund new and existing
Metro Bank customers
when they rehome a dog
or a cat from Battersea
Dogs and Cats Home
Putting The Customer First
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means letting customers shop how they want to
Putting The Customer At The Heart Of All You Do
To deliver this, retailers need leaders who understand customers and
who look at cost benefit analysis and not only at the cost
Putting The Customer At The Heart Of All You Do
If you only looked at cost, you wouldn’t do this…
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
High Barnet tube - Order before 12pm, collect after 4pm
Or this…
Putting The Customer At The Heart Of All You Do
Buying from an
order point and
choosing home or
the order point for
the fulfilment of
your order
Putting The Customer At The Heart Of All You Do
If you need to be 100% sure, you’ll be 100% late!
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means structuring around the customer and their experience and not around channels
Putting The Customer At The Heart Of All You Do
The siloed state of play
Customer Services
IT
Finance
Human Resources
Su
pp
ly C
ha
in
Bu
sin
ess D
eve
lop
me
nt
Com
merc
ial
Bra
nd
& M
ark
etin
g
Pro
du
ct D
eve
lop
me
nt
Bu
yin
g a
nd
Me
rch
an
dis
in
g
Retail Operations
Eco
mm
erc
e O
pe
ratio
ns
Ph
on
e &
Ca
talo
gu
e s
ale
s
Mo
bile
Op
era
tions
MULTIPLE UNCOORDINATED CHANNELS TO THE CUSTOMER
Op
era
tion
sS
up
po
rt
A new
organisational structure
Absolute focus on customer experience,
regardless of channel
Customer Services
IT
Finance
Human Resources
Su
pp
ly C
ha
in
Bu
sin
ess D
eve
lop
me
nt
Com
merc
ial
Bra
nd
& M
ark
etin
g
Pro
du
ct D
eve
lop
me
nt
Bu
yin
g a
nd
Me
rch
an
dis
in
g
Eco
mm
erc
e O
pe
ratio
ns
Ph
on
e &
Ca
talo
gu
e s
ale
s
Mo
bile
Op
era
tions
MULTIPLE COORDINATED CHANNELS
Op
era
tion
sS
up
po
rt
Customer experience must combine online and offline functions
Putting The Customer At The Heart Of All You Do
To facilitate this,
a new role has emerged
Putting The Customer At The Heart Of All You Do
A role developed as a response to the changing behaviour and expectations of customers who want to seamlessly switch between a retailer’s different transactional, marketing, customer service and fulfilment channels
The Chief Customer Officer – CCO
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means structuring for agility and success
Putting The Customer At The Heart Of All You Do
Net–A–Porter: Agile Teams sitting together
Editorial
MerchandisingDevelopers
User experience
Marketing
Visual Merchandising
Putting The Customer At The Heart Of All You Do
It means letting customers shop on the go
119
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
Schuh now has more than
50%+ of all online sales
through mobile
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
It means offering customer service when it’s required
43% of British adults would be interested in an online shop assistant that they could talk to for advice…And 57% for Generation Y.(nVision 2014)
Putting The Customer At The Heart Of All You Do
Net-A-Porter: Call or Live Chat 24/7
Putting The Customer At The Heart Of All You Do
Schuh’s “live help” services
Schuh offers customers live chat with support staff for any queries
► Service available 7 days/ week
► Your own “personal assistant”
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
► LG use a “Smart Diagnosis” app which will help you with questions you may have with a product in store or a product you own at home.
► You can also contact LG through online live chat, email and phone.
Maplin uses it’s social
media accounts to
promote it’s instore
experts.
► Individual stores use
the hashtag
#askmaplin
► and post photos of staff
members who are
experts in any given
product
Putting The Customer At The Heart Of All You Do
#askmaplin
Putting The Customer At The Heart Of All You Do
Bosch has all it’s customer serviceoptions available at the top of the
homepage in a prominent position
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means having a strong customer value proposition
Putting The Customer At The Heart Of All You Do
AO.com & PC World Addressing key concerns
Putting The Customer At The Heart Of All You Do
It means being transparentin all that you do
Putting The Customer At The Heart Of All You Do
40 mins a day signing customer letters:
Both good and bad
Putting The Customer At The Heart Of All You Do
Personal Letters
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means letting individual customers choose how they want their order fulfilled
Putting The Customer At The Heart Of All You Do
Fulfilment
% Click & Collect of Total Online Sales
0% 20% 40% 60% 80% 100%
Halfords
Boots
John Lewis
M&S
Argos
Click & Collect Online Sales
Putting The Customer At The Heart Of All You Do
Giving customers options pays off….
25% of New Look’s click-and-collect customers make additional purchases in-store
(Source: Retail Week August 2015)
Putting The Customer At The Heart Of All You Do
Fulfilment
Shipping Options
► Choose a 2 hour delivery window
► Evening delivery available
► Clear deadlines and details
► Live order tracking
► Premium packaging options
Putting The Customer At The Heart Of All You Do
Fulfilment
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means ensuring returns are easy and free
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
It means CRM not CTM
Putting The Customer At The Heart Of All You Do
CRM opportunity – Replenishment encouragement (outside of a subscription model)
Putting The Customer At The Heart Of All You Do
• CRM is about building a Relationship
• Based on the customer’s lifecycle
• It’s about adding value, not just selling things
• It’s also about effective, timely and relevant communication
Loyalty can also be driven by adding value to, and building a relationship with, other people in my life….
Video: Barclays Code Playground
Video: Barclays Digital Eagles, Code Playground
Putting The Customer First
Video: What is a Barclays Digital Eagle?
Video: Barclays Digital Eagles, learning how to skype
Putting The Customer First
Burberry has multi channel relationships
Burberry assign a
dedicated in-staff
member to every
online order
Putting The Customer First
Practicology Customer Communications Report 2015
Of the 91 email newsletters we signed up for…
It means Me-tail: Customer Engagement
Putting The Customer At The Heart Of All You Do
ModCloth allows customers to vote samples into production
A truly social brand…These styles sell through 2.4 times better
Putting The Customer At The Heart Of All You Do
Washing machines
just became
interesting…
► Community &
engagement =
Trust
► 150k+ views a
week on YouTube
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means supporting the customer, long after a sale has been made
Putting The Customer At The Heart Of All You Do
John Lewis Extended Guarantee
Most manufacturers typically offer a one-year guarantee, but John
Lewis extend that to 2 years at no extra cost.
Own brand John Lewis appliances carry a total guarantee of 3
years,
They also provide a wealth of additional content and advice both
instore and online.
Putting The Customer At The Heart Of All You Do
Bose
When you buy a Bose® product, you become a valued, lifelong
customer
And with free lifetime technical assistance for your product,
service continues long after the sale
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
Its means having staff who are experts on your products, and allowing them to be individuals…
Putting The Customer At The Heart Of All You Do
Maplin Droners
Maplin sold more than 10,000 drones in 2014, so in anticipation for increased Christmas
demand this year it has sent its staff on drone training days to become expert “droners”
"We believe that Maplineers should be experts in their field, As well as promoting
responsible drone flying, we want to help customers get the most out of this thrilling
hobby, so we can offer advice on proper techniques as well as teaching some stunts.”-
Henry Swift, Maplin
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
Richer Sounds Team
Richer Sounds promotes its staff as individual experts.
► Each store listing online has an introduction to the store
manager, and each of store staff member, including their
years of service, expertise, photograph, and some personal
interests.
► All additional store services info comes with a photograph and
the name of the staff member applicable.
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means localisingthe customer’s experience
Putting The Customer At The Heart Of All You Do
It means a
localised
proposition
wherever I am
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
What does it mean to put the customer first?
Putting The Customer At The Heart Of All You Do
It means surprisingand delighting customers
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
Richer Sounds VIP Club
Richer Sounds won the Which? Best Retailer Award across any category
► Free VIP Club offers a 6 Year Guarantee and special discounts.
► Pays for its customer’s parking, and offers detailed parking advice for each
individual store.
Putting The Customer At The Heart Of All You Do
However…it’s important to manage stakeholder expectations along the way!
Putting The Customer At The Heart Of All You Do
Putting The Customer At The Heart Of All You Do
