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All-Channel Customer Experience Event Lisbon - 20130704
 

All-Channel Customer Experience Event Lisbon - 20130704

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Prsentation on the All-Channel Customer Experience Event on 4th of July 2013 in Lisbon Portugal

Prsentation on the All-Channel Customer Experience Event on 4th of July 2013 in Lisbon Portugal

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  • So therelevancy model statesclearlythatyouneed to makestrategicchoices: where to dominate, where to differentiate, and where to be at par. Butmaking the right choicehere, meansthatyouthoroughlyneed to understandyourcustomers.

All-Channel Customer Experience Event Lisbon - 20130704 All-Channel Customer Experience Event Lisbon - 20130704 Presentation Transcript

  • All-Channel Customer Experience Turning customers & citizens into fans! Arjan Kramer All-Channel Experience Solution lead Capgemini
  • First of all: what’s in a name… Customer Experience Multi-Channel Digital Transformation All-Channel Experience CX Omni-Channel OCommerce Successful I’ll talk about All-Channel Experience All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 2
  • Research finding: sustainable success requires more than ‘doing a bunch of digital initiatives’ – you need to organise for it All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 3
  • What we found: Digital Transformation and Business Performance go hand in hand Digital Maturity Model Revenue Generation Profitability Market Valuation Digital Intensity +6% BEGINNERS -11% +26% -12% +12% -4% FASHIONISTAS +9% -10% -24% +9% -7% +7% DIGIRATI CONSERVATIVES Transformation Intensity Basket of indicators:  Revenue / Employee  Fixed Asset Turnover Basket of indicators:  EBIT Margin  Net Profit Margin Basket of indicators:  Tobin’s Q Ratio  Price / book ratio All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 4
  • And by-the-way: Some industries are more mature than others… Telcos • Fast to launch digital initiatives • Need to integrate and align initiatives across silos Telecoms Travel and hospitality Average industry maturity: Retailers High Technology Retail • Strong in social and mobile • Need to focus on cross-channel consistency, worker enablement and analytics Banking Pharmaceuticals Consumer Packaged Goods Insurance Manufacturers • See less opportunity / threat in digital transformation • Need a transformative digital vision and the leadership drive to develop impetus Utilities Insurers Manufacturing • Strong digital governance capabilities, but • Regulatory worries and a riskaverse culture All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 5
  • Organisations can benefit from the synergetic convergence of physical and digital Store Conversion↑ Customer Satisfaction (NPS) ↑ + = Sustainable Revenue ↑ Digital Channel Conversion↑ Sustainable Profit ↑ Sustainable Cost ↓ Channel Cost ↓ Fulfilment Cost ↓ IT Cost ↓ All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 6
  • But: there is no ‘one-type’ of digital shoppers - it’s important to understand different types of Digital Shopping Behavior 1. Techno-Shy Shoppers 2. Value Seekers 3. Occasional Online Shoppers 4. Rational Online Shoppers 5. Digital Shopaholics 6. Social Digital Shoppers Source: Capgemini, Digital Shopper Relevancy, 2012 All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 7
  • It’s all about organising yourself around your customer All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 8
  • Why do shoppers make the choices that they make, and how is this changing because of digital channels ? All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 9
  • Digital Shopper Relevancy is about understanding shopper needs and perceptions across 5 Key Attributes Traditional Relevancy Criteria for Physical Channels Access Experience Price Product Service Easy to reach stores Illustrative Friendly and clean store Competitive pricing Wide and deep assortment Customer Service No damaged goods in store Compelling promotions Freshness/ Quality Complaints handling / return policy Easy to navigate stores Maximum opening hours Availability (no stock-outs) Inspirational Atmosphere Loyalty program “Making it Easy for You” Additional Relevancy Criteria for Digital Channels “All About Your Experience ” “Lowering Your costs “ “Better Stuff, Better Life” “Whatever it takes for You” e-Commerce (mobile, social, web) Inspirational Content Dynamic Pricing Wider and deeper assortment Personalized offers Flexible deliveryoptions ( home, store-pick-up etc.) Community engagements (share experiences) Mobile in-store Shopping support Social Shopping Location-based pricing Personalized Pricing Advanced / visualized product information and (usage) advice Solution Pricing Price Comparison Product Comparison Technologyenabled staff – support in-store Interactive service via digital channels (e.g. click-to-chat, social media) All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 10
  • How can you be most relevant to digital shoppers? Illustrative 2. Differentiate on a compatible value attribute 1. Dominate on one value attribute 3. Maintain parity on others 5 4 3 Access 3 Experience Price 3 Product Service Successful companies dominate on one attribute, differentiate on a second and compete at parity on the remaining three All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 11
  • Example: Burberry Differentiate on SERVICE Dominate on EXPERIENCE On par with competition on the rest 5 4 3 Access 3 Experience 3 Price Product Service All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 12
  • Client Example: Burberry B2C & B2B 1 4 Social Media Campaigns  In-store Retail Theatre technology for unrivalled audiovisual experience for customers in stores  iPads introduced in selected stores globally  Consistent messages to customers across all mediums  Youtube and Facebook campaigns for Burberry Body fragrance  Own social-media site, artofthetrench.com  Brand promotion on Chinese social media sites  Country-specific Twitter accounts 3 More than 11 million page views on the groups social media site artofthetrench.com  Digital Stores 8.7 million Facebook fans and nearly 600,000 twitter followers   Dynamic audiovisual content to engage, entertain, and interact with customers  Online luxury shopping experience through personalized customer service  Click to Chat and Click to Call in real time 2 11% growth in store sales can be attributed in large part to ongoing investment in multichannel customer engagement  3 Spring/Summer 2011 women’s-wear show, watched by over one million people across more than 180 countries Live-Streaming  Live streaming of fashion shows directly to flagship stores  Streaming of shows in 3D in five countries  Autumn/Winter 2011 womenswear show on the video screens in Piccadilly Circus 1  Interactive New Website 2 4  250,000 signed up to receive free samples of Burberry Body All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 13
  • Our value proposition: transforming businesses to deliver a seamless & relevant customer or citizen experience across all touchpoints Customers are not loyal to a single channel but to an experience across channels ! Our client’s proposition Capgemini’s Service proposition All-Channel Consulting Services (eg. ACE strategy, Customer journeys & experience, CRM / digital marketing, Digital Transformation) All-Channel IT Services (eg. Solution Architecture Leadership, Cloud Services orchestration, Mobile Platforms, Agile, Big Data) All-Channel Managed Services (eg. Social Media engagement, Digital Asset Management, Consumer Insights) Strong Credentials & Experience Tier One Alliance Partners Capgemini’s All-Channel Experience delivers improved consumer insights, differentiated consumer engagement, increased loyalty, higher sales-conversion, more profit and ultimately: business continuity! All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 14
  • So do not hesitate… Start growing FANS! All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 15
  • And to do it well, it is complex… new and integrated Business and IT Capabilities People Managing involved and motivated staff with relevant performance rewards Process Managing streamlined and customer-focussed ways of working across the company Orchestrating dynamic, front-end IT solutions integrated with a cost-effective , reliable IT foundation Technology Customer Channel Proposition: case for change Seamless convergence of physical and digital channels offering a relevant and personalised experience across all relevant touchpoints Customer Commerce Content Managing a personal and relevant dialogue with individual customers Managing high-quality and rich inspirational content across all channels and touchpoints Fulfilment Performance Managing maximised sales conversion leveraging optimal merchandising and pricing across all channels Efficiently delivering the orders across all channels at the location and time your customers prefer Optimising the performance of your business across all channels Single View of Data Using the same set of realtime (internal and external) data for all strategic, tactical and operational activities Demand Driven Business Operations All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 16
  • The Business and IT Capabilities that enable a full All-Channel Experience in a closer look Compelling Case for Change Business Proposition Development Innovation, Vision and Roadmap Business Case Development Content Management Cross Channel Service Management Web Content Management Integrated Marketing & Campaign Management Digital Asset Management Social Media Engagement Fulfillment Management Finance & Performance Management e/s/m commerce Order Orchestration Payment / Fraud / FX Management Merchandising Management Transport and Delivery management Finance – Allocation and KPI’s Pricing & Promotion Management Customer Management Warehouse Mgt / 3rd Party Mgt / DSV Mgt Commerce Management Single View of Data Big Data and Warehouse Insight & Analytics Integration & Orchestration Standards based Integration Business Process Orchestration All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 17
  • How Capgemini and Oracle make All-Channel Experience reality Our joint OCommerce proposition Compelling Case for Change Business Proposition Development Innovation, Vision and Roadmap Business Case Development Commerce Management Fulfillment Management Finance & Performance Management Customer Management Content Management Cross Channel Service Management Web Content Management e/s/m commerce Order Orchestration Payment / Fraud / FX Management Digital Asset Management Merchandising Management Transport and Delivery management Finance – Allocation and KPI’s Pricing & Promotion Management Warehouse Mgt / 3rd Party Mgt / DSV Mgt DO O Integrated Marketing & Campaign Management ELO U QA FU O A SI N PPLI C TI O S A N Social Media Engagement VI TR E U Single View of Data Big Data and Warehouse Insight & Analytics Integration & Orchestration Standards based Integration Business Process Orchestration BPM SUI TE All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 18
  • All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 19
  • There are different mechanics across all channels to dominate and to differentiate at the Moments of Truths in your customers shopping journeys Select Mechanics to Enable Moments of Truth Convenience Gamification Geo-Location Price Match/Dynamic Pricing Flash Sales In-Store Navigation Flexible Delivery and Returns Mobile Payments/ Checkout Clienteling Digital Kiosks Personalisation Rich and Engaging Content SoLoMo* Augmented Reality Loyalty and Rewards SoLoMo: Integration of social, local, and mobile All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 20
  • Further information? Please reach out! Arjan Kramer All-Channel Experience Solution lead arjan.kramer@capgemini.com Capgemini www.linkedin.com/in/arjankramer twitter.com/arjankramer All-Channel Customer Experience Event | Lisbon | 4 July 2013 © 2013 Capgemini. All rights reserved. 21
  • About Capgemini With more than 120,000 people in 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2011 global revenues of EUR 9.7 billion. Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model. www.capgemini.com The information contained in this presentation is proprietary. © 2012 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.