How to win with the Customer Experience
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How to win with the Customer Experience

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How to win with the Customer Experience How to win with the Customer Experience Presentation Transcript

  • How to win with Customer Experience 27th September 2012© 2012 Accenture. All Rights Reserved.
  • Agenda • Customer Experience • The transformation • Innovation driving value© 2012 Accenture. All Rights Reserved. 2
  • What is Customer Experience? The brand perception, the offering and consistent touch points interactions build the customer experience Brand Offering Customer Experience Offering and pricing Brand: positioning and and customer target management marketing activities Touch Points Consumers are always communicating and in contact with brand and each other© 2012 Accenture. All Rights Reserved. 3
  • Touch Points … … Given the very complex ecosystem, companies need to orchestrate their activities through the multiple touch points in order to deliver a consistent customer experience© 2012 Accenture. All Rights Reserved. 4
  • What is the goal ? The goal is to build customer advocacy. Positive customer experience drive competitive advantage, leading to faster organic growth and lower cost. Customer Experience Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy Pre-Purchase Purchase Post_Purchase© 2012 Accenture. All Rights Reserved. Customer Lifecycle 5
  • How do I obtain success? The business logic is clear, but how can I execute it?© 2012 Accenture. All Rights Reserved. 6
  • Agenda • Customer Experience • The Transformation • Innovation driving value© 2012 Accenture. All Rights Reserved. 7
  • Transformation 5 pillars activities Define Create a Build support for Execute the customer Measure the business a customer transformation road customer experience experience impact experience Strategy map efforts transformation • Evaluate the competitive • Assess current experience • Estimate the ROI of • Deliver customer-centric • Choose appropriate landscape and organizational better customer experience employee training customer experience • Evaluate the role of capabilities • Create business cases • Re-engineer key business metrics customer experience in an • Identify gaps between and communication plans processes • Design customer industry current and desired state • Engage executives in the • Implement supporting experience dashboards and • Design solutions and transformation process technology infrastructure reports new experiences • Engage employees in the • Connect customer • Prioritize potential projects transformation process experience improvements and solutions to business • Create a road map and metrics timeline© 2012 Accenture. All Rights Reserved. 8
  • What is the Innovation role to create a relevant Customer Experience? Innovation and technology as enabler to customer experience execution. Customer Experience Customer Satisfaction Customer Retention Innovation Analytics Business Integration Mobility Digital Marketing CRM Technology© 2012 Accenture. All Rights Reserved. 9
  • Agenda • Customer Experience • The transformation • Innovation driving value© 2012 Accenture. All Rights Reserved. 10
  • Customer experience through innovation: Holistic Model • Presence of the brand on mobile Loyalty before, during and after the shopping and mobility experience • Optimization of the loyalty program to mobile device “Customer experience through innovation” • Listen to the voice of the customer Multi- • Provide services and Social channel answers to clients using • Explore new CRM journey opportunities on cross-channel journey social media • Presence of loyalty program at each possible touch points© 2012 Accenture. All Rights Reserved. 11
  • Loyalty and mobility Interest in new mobile services Examples of mobile apps 1 1. Mobile advertising 2 2. Mobile Couponing / Loyalty 3. Mobile Shopping 3 4 4. Mobile Store Finder 5. Mobile Payment 5© 2012 Accenture. All Rights Reserved. 12
  • Mobile is the new media supporting customer relationship Mobile can embed all major customer interactions in the A distinctive customer experience with lower cost hand of the client available during his shopping trip 1 • Distinctive vs. competitors 2 • Modernity image / eco-friendly Brand benefits Loyalty and targeted 3 • Costs savings couponing and payment 4 • Improve targeted campaign performance New 5 • New customer interaction channel Shopping Experience Relational marketing 1 • Fun (mailing / club / peer interactions) Customers 2 • New functionality / interactive usage benefits 3 • Offers and services always available Services 4 • Chosen communication / interaction (no spam) ( In store / advice / review / after sales)© 2012 Accenture. All Rights Reserved. 13
  • Zoom on innovative mobile applications 1/3 Couponing at Kroger© 2012 Accenture. All Rights Reserved. 14
  • Zoom on innovative mobile applications 2/3 Payment at stores at Starbucks TV sizing at Walmart In selected Starbucks store, customers can pay their beverages Customer takes a picture of the area and selects the using the Starbucks Card Mobile App. desired location of the new televisor The device displays a barcode decoding your balance to The application finds the best TV size to fit the customer area make purchases.© 2012 Accenture. All Rights Reserved. 15
  • Zoom on innovative mobile applications 3/3 More personalized services to customers on mobile for Carrefour Loyalty program & Shopping list Catalogues Wines Mobile ecosystem Carrefour Cook© 2012 Accenture. All Rights Reserved.
  • Zoom on Multi-channel journey 1/2 You walk by the retailer’s At home, you’re reading new store and receive a Elle on your iPad and coupon via Bluetooth for tap an ad to browse a 15% off any personalized shoes shoes…good only for catalog the next 2 hours In store, you use your You see your friend is online phone to scan the 2D on Facebook liking the link barcode on a shoe you posted, so you go you like, to read shopping together on the other customer’s retailer’s website reviews and see what the shoe looks like on the runway© 2012 Accenture. All Rights Reserved. 17
  • Zoom on Multi-channel journey 2/2 You use your phone to pay and earn loyalty points (via Near Field You try on your shoes, take a picture Communication) You receive an MMS and upload it to Facebook to see thanking you for what your friends think your purchase, with a digital coupon for 20% You need a bigger size, but the off a handbag store is out of stock. The associate uses her handheld to let you know the other Chicago store has a pair on hold for you, or they can be shipped free of charge© 2012 Accenture. All Rights Reserved. 18
  • Social media brings a fundamental change to interactions Everyone  High accessibility Facebook has announced 590M active  “One-to-many” and “many-to-many” users + Everywhere  High scalability 55% US mobile internet to access social media  Enabled by Mobile technologies + Everytime  High frequency Personal vs. Professional  Real-time, easy to use, create & Citizen vs. Consumer disseminate +  User-generated contents 22% of Online Time Spent With Social Anything Media  Can go all direction, in un- or controlled way Facebook avg. = 14 min/day© 2012 Accenture. All Rights Reserved. 19
  • Increasing potential of social networking sites to realize business benefits $6.5 million via Twitter discount coupons pointing Customer Increased to online @Dell outlet Acquisition Revenues Online community users spend 54% more than others users More than 20,000 Twitter followers are Customer Increased advocates/influencers for newcomers Experience Engagement Instead of TV, placed spot online, creating 17m views, so popular it made TV news Piloted with Dell Swarm new pricing based on Customer peer-to-peer promotions Increased Innovation Implemented 50 new products/service Innovation enhancement ideas out of 80,000+ Across Launching 165 tweets per day reaching 6000+ all areas customers to promote self-service BT Decreased Costs Piloted Twelpforce: 2,500 employees answer questions in real time on twitter© 2012 Accenture. All Rights Reserved. 20
  • ARE YOU READY ? Thank you!© 2012 Accenture. All Rights Reserved. 21