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Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
Customer & Social Experience
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Customer & Social Experience

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The impact and its new trends of the Social Media and the Wiki phenomenon in the Experience Economy and in the Customer Experience Management.

The impact and its new trends of the Social Media and the Wiki phenomenon in the Experience Economy and in the Customer Experience Management.

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  • 1. Customer & Social Experience S.Zalla Palestra para o curso de MBA do prof. Stein Universidade Anhembi Morumbi
  • 2. The Experience Economy• A Economia da Experiência »Gilmor & Pine (Harvard) – A mundança da economia de serviços para ‘experiências’ »Ícones: Apple, Virgem, Harley Davidson, Amazon, Starbuck, First Direct »Objetivo: lealdade religiosa dos consumidores as marcas, partindo, sobretudo, dos funcionários !!!
  • 3. The Experience Economy Lealdade do Cusumidor Experiências • Emocional = “mind” Services • Valor agregado Produtos = mercado • Funcional = manufatura
  • 4. A experiência que você prove para os seus clientes todos os dias, por meio de toda e qualquer transação, direta e indireta, ouconstrue valor para a sua marca ou a destroi! Shawn Smith
  • 5. de serviços para experiências…
  • 6. de Marcas a Estilos de Vida…
  • 7. até produtos são experiences…
  • 8. A economia da experiência… Commodities Goods Bens Serviços Services Experiences Experiência Coffee Café Nescafé McDonalds Starbucks 25¢ $2.50 Source: The Experience Economy Pine and Gilmore. Harvard Business School Press. 1999
  • 9. O que é Gestão decustomer experience Afinal ???
  • 10. Alguns Fatos…• A lealdade às marcas tem decaido ,em média, cerca 25%, mas boas experiências aos consumidores aumentam a lealdade deles, em média, cerca de 33%• As empresas top “quali e quanti” em relacionamento com seus consumidores detêm três vezes mais lealdade do que as empresas “medianas”• Essas empresas top em relacionamento com consumidores, que detêm altos índices de lealdade, atingem níveis preço/ganhos em dobro, quando comparadas à média das demais empresas• 55% dos processo de CRM implantados causam fuga de clientes de diluem receitas! Sources: 1) 2001 Brand Loyalty Survey. Carlson Marketing Group 2) 2003 Carlson Marketing Group Relationship Builder Survey 3) 2002 Satmetrix Systems Customer Loyalty survey 4) 2003 Gartner Research Survey
  • 11. Customer experience management: É um processo de construção numaorganização da capacidade de entregarexperiências marcantes e memoráveis ao consumidor, que defina a marca e leve ao seu crescimento lucrativo. Shawn Smith
  • 12. CEManagement + Process 6 Pesquisa 1 Experiência Cusumidor Criar Comunicação 5 Plataforma 2 Externa de Marca Design do Comunicação Customer Interna (Muito além do Endomkt) Experience 4 3 Source: Brands and Branding. Profile Books.2003
  • 13. First Direct “What First Direct did was to realise that people were changing their habits and would want to bank 24 hours a day, 7 days a week. So that was the insight, …. I think that all great brands have insight Peter Simpson Commercial DirectorSource: Uncommon Practice- People who deliver a great brand experienceShaun Smith and Andy Milligan. FTPrentice Hall 2002.
  • 14. Customer advocacy… Customer Responses 85% extremely or very satisfied 82% are advocates 78% believe service is differentiated
  • 15. Richard BransonVirgin Atlantic:Ex of Customer experience design
  • 16. Virgin Atlantic - customer experience designCustomer Getting to Comfort In-Flight Getting to Check-In ArrivalTouchline the airport until Flight Comfort DestinationCustomer • Stressful • Long, • Want/need • Planes are • Unkempt • TrafficExperience frustrating to work uncomfortab • Complicate • Unshowered • Unfamilia lines le by nature • Want/need r placeIssues • Parking • Clothes a • Unnecessary to relax • Long-time mess • Lugging (only spent in a necessary to seat the airline) • Boredom CustomerExperienceDesign • Transport to • “Drive- • Clubhouse • Full-sleeper • Arrival • Chauffeuredfeatures airport though” with seats valet delivery to provided check-in Internet destination • Mood • 18 showers access, • Driver • Airline knows lighting • Comfortable fax, library • Makeup & handles where you are ride door-to- • Gradual shave luggage • Salon, door dawn messages, • Heated • Knowledgea beauty • Bar floors ble local • Sound • You decide • Clothes driver room, meals pressed driving • Hot & Cold range, Breakfast skiing machine
  • 17. O que essas marcas tem em comum?
  • 18. Reinvenção das marcas crescimento TAM British Varig Airways Pan Am Tempo
  • 19. Winners…. Conhecemos os Líderes
  • 20. Branded Training….
  • 21. “Quanto mais nos engajamos com nossos consumidores, tudo se torna mais claro e mais fácil fica internamente para determinarmos o que temos de fazer!John RussellPresident Harley-Davidson Europa
  • 22. Pilares do CEM Marketing Imagem da Promessa da marca marca Customer Experience Treinamento, Gestão de Performance, Recilcagem Recursos Operações Humanos Realização da marcaSource: Customer Experience Management - Shawn Smith
  • 23. CUSTOMER & SOCIAL EXPERIENCEEdgeView:Social Customer Experience is the next step of the Customer Experience and it has emerged when brands´ customerexperience actions interacted collaboratively with the social media and its “wiki” communities. S.Zalla
  • 24. Customer Social ExperienceQuais são as forças que levam os consumidores ao comando? Customer Experience Consumidores Social Media & “Wiki” Peer Power ! Interaction Any time, Any where!
  • 25. Customer & Social Experience Compartilhando o controle com consumidores: diálogo, abertura, colaboração, Customer & Social Experience
  • 26. Social Experience = Customer Engagement
  • 27. Social Experience = Customer EngagementAmazon “Sempre me pareceu que a marca de uma empresa não é construida primeiramente por aquilo que a empreza veicula sobre si, mas sim pelo o que ela de fato realiza, entrega!” Jeff Bezos - CEO
  • 28. Social Experience = Customer Engagement
  • 29. Not a consumersand employees, but a united and collaborative tribe who share experiences !!!
  • 30. Customer & Social ExperienceFomento a Inovação Colaborativa com Consumidormudam as regras do mercado ASK/ INVITE Consumer Brand Retail LISTEN/ OBSERVE Figura: Forrester Research
  • 31. Eye-Tracking: New tecnologies can mapbehaviours, emotions and experiences...
  • 32. Aprender o comportamento do consumidor constantemente! PesquisasComportamentais www.edgegroup.com.br
  • 33. Aprender o comportamento humano constantemente! Câmeras com reconhecimento Facial! Reconhece celulares Wifi, Bluetooth, QRcodes, Social Medias realtime! Interactive Conteúdo Marketing Customizado, real time! Technologies “Eye-Trackings” Knowledge O olhar mapeado! Management (CompetitiveIntelligence) Paineis Publicitários Inteligentes Data Mining mas c/ Eye-Tracking, DataBase e PsicoAnálise no BackGround! www.edgegroup.com.br
  • 34. Obrigado ! Thank you ! S.Zalla s.zalla@edgegroup.com.br www.edgegroup.com.br www.tobii.com.br www.iexperience.com.br Twitter: EdgeMyView

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