eFinancials 2013 - Arjo van Oosten - Service2Media
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eFinancials 2013 - Arjo van Oosten - Service2Media

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  • Main Point:The Customer Journey is a Lot More Complex Than You May RealizeScript:And the actual customer journey is much more complex than that nice infinity loop on the previous slide would imply. Customers are interacting with you across various channels at every stage of the customer lifecycle.And it’s important to note that customers don’t perceive their relationship in terms of channels of interaction, instead the customer journey is channel agnostic – in the eyes of the customer they only see their interactions in terms of their brand relationship and what they’re trying to accomplish at a given moment. Increasingly, customers want to do things like place orders online but pick up or make returns at their local store. They want to be able to chat with a customer service rep while they browse your web siteAnd almost everyone comparison shops online and gets referrals from their social networks before making purchasing decisionsAnd as you can see here, there can be many, many touches involved as a customer conducts their relationship with your brand making the deliver of a consistent and engaging customer experience a real challenge.
  • C-level US Executives estimate that the potential revenue loss to their organization as the result of not offering a positive, consistent, and brand-relevant customer experience is as high as 21% of their annual revenue YET the biggest obstacles organizations faced in regards to delivering the best possible customer experience was from lack of funding!(2012 Global Customer Experience Disruptive Study: Okeeffe & Company)Bottom line… Disruptive change, increasing complexity and ineffective execution creates an inability to grow or even sustain your businessNot only do you lose the loyal customers you hadYou hurt your brand which prevents you from getting new customersAnd cause your employees to be disenchanted and disengagedThe reason why businesses are failing is because the necessary transformation is hard, uncomfortable and can be complicated – so they resist and avoid it at their peril.
  • These new trends (and shifts) require a new approach to business.Start from the customer’s perspective, understand what’s meaningful and valuable to them, and then to organize everything from there – work outside-in.It’s not easy for organizations to transform and become customer-centered.Need a simple way to learn the fundamentals of this new way of working and doing business.Journey mapping is one of the most powerful and deceptively simple (and approachable) tools for unlocking CX innovation at your organization.Journey mapping is kind of like the strider bike of customer-centered action strategies.Explain the analogy…
  • http://commonhealth.wbur.org/files/2012/05/MG_9247.jpg
  • Here’s a glimpse into how the material is all fits together – integrating CX Design and CX Economics approaches into one actionable methodBuild from JK’s design thinking approach and BC’s 6-box approachThis “CX Strategy Development Canvas” is modeled after the emerging Customer Development & Lean Startup CanvasesClients fill out worksheets similar to this when designing experiences from journey maps
  • One of the first steps that we recommend to companies is to send some cross-functional team members to a Customer Experience Journey Mapping Workshop where they can learn the skills necessary to map out how a customer interacts with your Brand , the expectations that they have during those interactions, the issues and opportunities that impact your financials and how to build innovative experiences.Well worth the 2-3 hours of investment. Come see me after this presentation if you would like the upcoming cities and dates.
  • Map journeys as part of a CX design & innovation process

eFinancials 2013 - Arjo van Oosten - Service2Media eFinancials 2013 - Arjo van Oosten - Service2Media Presentation Transcript

  • 30 MINUTEN… 30 MINUTEN 2
  • ZO KLEIN.. APP 3
  • CX = A + R + E APP AQUISITIE RETENTIE EFFICIËNTIE (MEER SALES) (RELATIE BEHOUDEN) GEBRUIK DE INVESTERINGEN CREËER MEER KANSEN VERGROOT SHARE OF WALLET VERGROOT ROI VOEG MERKWAARDE TOE VERGROOT LOYALTEIT VERHOOG PRODUCTIVITEIT VERGROOT MARKET SHARE VERGROOT SPONSORING VERMINDER COST OF OPERATIONS View slide
  • RETURN ON MOBILE STRATEGY B2E 2 APP IDEE B2C Aquisitie Retentie Efficiëntie Mobile B2B B2E C2B APP IDEE APP IDEE APP IDEE B2E 1 B2B 1 B2B 2 Core APP C2B 1 C2B 2 B2C Temp 1 B2C Temp 2 View slide
  • UW APP ECOSYSTEEM WORDT UITGEDAAGD TECH MARKET 6
  • UW APP ECOSYSTEEM WORDT UITGEDAAGD CONSUMENTEN & INTERNE VERWACHTING meer apps sneller opleveren hogere performance 7
  • UW APP ECOSYSTEEM WORDT UITGEDAAGD WEB DEVELOPMENT VS. APP DEVELOPMENT
  • UW APP ECOSYSTEEM WORDT UITGEDAAGD KENNIS OMTRENT SECURITY, CONNECTIVITY, HERGEBRUIK 9
  • RETURN ON MOBILE (STRATEGY) Resultaat App Ecosysteem Uitdagingen Gebruiker Kennis Fragmentatie Aquisitie Security Retentie Connectiviteit Efficiëntie Architectuur Hergebruik Snelheid 10
  • =A+R+E Gebruiker Kopen Marketing & Verkoop Bezitten Support & Service
  • DE REALITEIT IS VOL UITDAGINGEN Waarom is deze app niet op Android? Ik wil dit niet delen via Facebook dus ik wil dit uitschakelen Ik had dit toch al ingevoerd? Waarom kan ik dat niet met m’n app en moet ik hiervoor naar de website? Is deze bug nou nog steeds niet gefixt? Ik kap met die app, mij teveel reclame/niet zinvol
  • RESULTAAT: SIGNIFICANTE BUSINESS IMPACT - Acquisitie van nieuwe gebruikers via uw App Ecosysteem is moeilijker - Retentie van gebruikers binnen uw preferred app omgeving is complexer - Efficiëntie van uw App Ecosysteem (en dus Mobile Strategy) is onvoldoende
  • Attitude drijft Gedrag Ervaringen Invloed levert Resultaat
  • KEY = DE JUISTE ERVARING OP HET JUISTE MOMENT
  • http://dschool.stanford.edu/student/doug-dietz/
  • http://dschool.stanford.edu/student/doug-dietz/
  • { De ervaring } Begrijpen en herontwerpen van de ervaring
  • Selecteer een specifieke klant 4. Attitudes 2. Mensen 3. Dingen 6. Dingen Back Stage 5. Mensen On Stage 1. Acties
  • EVALUEREN EN PRIORITEREN KIJK NAAR ISSUES EN KANSEN
  • BEGRIJP Why? STEL DE “WAAROM” VRAAG Why? Why?
  • http://dschool.stanford.edu/student/doug-dietz/
  • HERONTWERP DE ERVARING
  • Invloed Invloed Invloed HERONTWERP DE ERVARING Beïnvloed houding om gedrag te veranderen
  • MOBILE STRATEGY DESIGN BALANS TUSSEN UW BUSINESS EN DE BEHOEFTE VAN GEBRUIKER STRATEGIC BUSINESS OBJECTIVES Acquisitie Retentie Efficiëntie IMPACT ISSUES INNOVATIE INZICHTEN TECHNOLOGIE, TRENDS & ACCELERATORS BEHOEFTE GEBRUIKER Emoties Doelen Interacties
  • EÉN STRATEGIE, EÉN ECOSYSTEEM, EÉN PLATFORM 5 TIPS
  • TIP 1 - FOCUS OP „MOMENTS THAT MATTER‟ http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
  • Tip 2 - FOCUS OP MEETBARE BUSINESS IMPACT (KPI) Impact: Impact: + Retention -/- Retention + Acquisition -/- Acquisition http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc + Efficiency -/- Efficiency http://www.workplayexperience.com/
  • TIP 3 - FOCUS OP DOEL EN DRIVER VAN GEBRUIKER Emotionele behoefte Waarom?    Waarom? “..en mij dom voel” Waarom? Wat motiveert me “Omdat het allemaal zo hard gaat en ze al zo snel groot worden ” “Omdat ik graag niets wil missen van Waarom? hun opgroeien” “..en stom overkom bij mijn vrienden” “Zodat ik altijd bijzondere momenten kan vastleggen”      “Ik wil de juiste keuze maken tussen deze twee telefoons” (Selecteren) Waarom? Doel(en) van het moment What task am I trying to complete now Wat probeer ik ‘overall’ te bereiken Doel van de “Journey” “Zodat ik geen verkeerde beslissing neem waar ik Waarom? spijt van krijg” “Ik wil een telefoon met een goede camera kopen”
  • TIP 4 - ACT ON WHAT YOU DISCOVER Identificeer gebieden van kansen en problemen op basis van gebruikersbehoefte en brand promise Identificeer Rol uit Prioriteer APP Prioriteer deze issues en mogelijkheden op basis van KPI impact Design de apps, app ecosysteem en platform Test en valideer Test Design Uitrollen en meten
  • TIP 5 - NEEM CONTACT OP VOOR MEER INFORMATIE  • Mobile Strategy & Redesign analyse helpt Mobile Strategy Gaten te identificeren die zowel u als uw gebruikers hinderen om uw business doelstellingen te realiseren • Dichten van de Mobile Strategy Gaten wordt bereikt door het methodisch afstemmen van app software, processen en mensen