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My Customer Experience in...

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lezing Platform voor Klantgericht Ondernemen over customer experience en omni channels …

lezing Platform voor Klantgericht Ondernemen over customer experience en omni channels

Published in: Marketing

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  • 1. MY SURPRISING EXPERIENCE IN... ED PEELEN, ED.PEELEN@ICSB.NL Welke ervaring wacht je achter deze deur... P l a t f o r m v o o r K l a n t g e r i c h t O n d e r n e m e n
  • 2. Even voorstellen
  • 3. De mogelijkheden en het gedrag Informatietoegang • Vb.: de geïnformeerde DHZ’er ‘Global View’ Netwerken • Van geïsoleerd naar ‘connected’ Experimenteren • Koken, tuinieren, ... Activisme • Activisten versnellen aanpassingen Bron: Prahalad
  • 4. Ecosystem • Resilient structures that are able to adapt to changes in the environment, and as fragile structures that can collapse • Members in the eco system are interdependent • Species evolve (change) in and endless reciprocal cycle • There are dominant combinations; they lose leadership if things change too radically • Metaphor to business; specific form of network or value constellation
  • 5. Titel – Dia met tekst Wonen in 2030
  • 6. De experience The value is in the individual, not in the service Gebeurtenis Context Persoonlijke relevantie Betrokkenheid De babykamer,… het ontruimen van het huis voor vertrek naar verzorgingstehuis,… de nieuwe keuken… Individuele consument Source: Prahalad et al.
  • 7. Emoties en de experience
  • 8. Being in the experience and reflecting on the experience Suggestion: Tedx: The riddle of happiness
  • 9. Customer experience Source: Sampson Lee & Tote-M Car park kids Routing Assortment What I was looking for… Queuing Constructing Appearance at home
  • 10. Customer experience Source: Sampson Lee & Tote-M Car park kids Routing Assortment What I was looking for… Queuing Constructing Appearance at home Not preferred
  • 11. Customer experience Source: Sampson Lee & Tote-M Car park kids Routing Assortment What I was looking for… Queuing Constructing Appearance at home Contrast: pleasure – pain gap
  • 12. Customer experience Source: Sampson Lee & Tote-M Car park kids Routing Assortment What I was looking for… Queuing Constructing Appearance at home
  • 13. End goalwebsite Parking lot store restaurant Check out Going home Clean upObjectives customer orient warehouse construct park Look select eat, drink, relax Collect articles pay transport construct functionalemotional 0 10 0 10 ideas ©Zeeno,
  • 14. Customer experience Importance for customer Importanceforbrand
  • 15. Customer experience Importance for customer Importanceforbrand
  • 16. Bron: Pine en Korn (2011) De multiverse
  • 17. 70% consumenten verwacht self service Ook op de website In onze journey...
  • 18. Persoonlijke service
  • 19. Coolblue: De winkel als digitale catalogus
  • 20. 23 Google: explosion of the number of used informatin sources during purchase cycle
  • 21. The challenge
  • 22. The approach...?
  • 23. Toch even Confucius Maar dan wel andere slotwoorden Niet denken vanuit de winkel en de kassa Vertrekpunt is de mens en zijn (life) event en zijn leefwereld (ecosysteem) Het helpt om vanuit toekomstbeelden terug te werken Mensen staan er verschillend in Experiences zijn vooral ook emotioneel Experiences voltrekken zich langs meerdere kanalen; de klant kiest... Laat ze elkaar versterken... Faciliteer een rijkere beleving Klanten hebben meer informatie nodig... In ieder geval verwachten klanten inspiratie, self/persoonlijke/crowd service,... Verander bijvoorbeeld volgens de lean principes, in een heldere richting,...