samsung pma activation concept direction 25th … · “we live in a bubble of fake bullshit”...
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PLAYCOMMUNICATION.COM.AU
CUSTOMER EXPERIENCE
Simon HoraufFounder & Director, PLAY
PLAY is a boutique agency that delivers holistic brand experiences
- from digital to live experiences.
GOOD MORNING.
SIMON HORAUFPLAYCOMMUNICATION.COM.AU
WHAT ARE YOUR EXPECTATIONS?
1 CUSTOMER EXPERIENCE?2 WORKSHOP 13 SOCIAL MEDIA’S IMPACT ON CE4 BREAKFAST5 CE IN MARKETING6 WORKSHOP 2
WHAT IS CUSTOMER EXPERIENCE?
WHAT IS CUSTOMER EXPERIENCE?...AND WHO IS
RESPONSIBLE?
“Every interaction between you and your
customers (or those youʼd like to be customers) is
part of the customer experience. Every single one, every single time.”
Michael Hinshaw, Founder of Smart Customer, Stupid Company, adjunct professor at Golden Gate University's
School of Business
LOGO &
TAGLINE
PEOPLE
ADVERTISING
OPERATIONS
LEADERS
SPACE
CALL
CENTRES
SOCIAL MEDIA
WHAT
OTHERS
SAY
WHICH ONE OF THESE TOUCHPOINTS CREATES THE BEST AND WHICH ONE THE
WORST CUSTOMER EXPERIENCE?
LOGOPEOPLEADVERTISINGOPERATIONS
LEADERSSPACECALL CENTRES
SOCIAL MEDIAWHAT OTHERS SAYGOOGLE
53% OF ALL BREAK*EXPERIENCES
HAPPEN ON THE PHONE
DATA BY MARITZ RESEARCH, USA A BREAK EXPERIENCE IS WHEN A CUSTOMER WALKS AWAY FROM A BRAND
MOST MAKE* CUSTOMER
EXPERIENCES HAPPEN IN SHOPS
AND VIA BRAND ACTIVATIONS
DATA BY MARITZ RESEARCH, USA A MAKE EXPERIENCE IS WHEN A CUSTOMER DECIDES TO ADVOCATE A BRAND TO OTHERS
WHAT IS GOING ON?
MANY THINGS IMPACT ON THE WAY WE RELATE TO OUR
CUSTOMERS, BUT NOTHING LIKE THE EXPLOSION OF
TECHNOLOGY AND THE INTERNET
“WE LIVE IN A BUBBLE OF FAKE
BULLSHIT”JESSE SCHELL, GAME DESIGNER,
PROFESSOR AT CARNEGIE MELLON UNI, ENTERTAINMENT
TECHNOLOGY CENTRE
REALWE WANT THE
THING
REAL FOOD
REAL TV
REAL
EMOTIONS
“IN CUSTOMER EXPERIENCE -
KEEPING IT REAL ALWAYS
WINS.”Jeff Hall, Founder and CEO of Second to None, Customer Experience Management Firm, USA
“NO DEPARTMENT HAS GREATER INCENTIVE THAN MARKETING THAT
A BRAND STRIVES FOR GREAT CUSTOMER EXPERIENCE.
MARKETERS ARE RESPONSIBLE FOR MAKING THE BRAND’S
PROMISES, SO THEY MUST ALSO TAKE RESPONSIBILITY FOR
KEEPING THEM.”Alex Bannister, Head of Marketing at Nationwide, UK
THANK YOU.