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Maximise How You Individualise

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Want to get your hands on the latest research on ‘The State of Customer Experience in Asia Pacific', then download this sneak-peak presentation from ‘The CMO Council’, and be one of the first in line …

Want to get your hands on the latest research on ‘The State of Customer Experience in Asia Pacific', then download this sneak-peak presentation from ‘The CMO Council’, and be one of the first in line to get access to the full report when it is released on the 12th of December.

Find out what Marketers in Asia are thinking about Customer Experience and how it helps them to differentiate their brands.

Published in: Business, Education

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  • 1. WEBCAST MAXIMIZE HOW YOU INDIVIDUALIZE The State Of Customer Experience in Asia-Pacific Revealing Best Practices from industry leaders   Asia-Pacific Date & Times: November 26, 2013; 7:30 am IST, 10:00 am SGT, 1:00 PM AEST United States Date & Times: November 25, 2013; 9:00 pm EST; 6:00 pm PST
  • 2. WELCOME v  What we are here to do… •  Provide a sneak peak of findings from the upcoming study focused on customer experience across Asia •  Hear from industry leaders to see if the findings are in line with their experiences across the market •  Share insights into how and why customer experience management is critical in this connected digital landscape
  • 3. WELCOME v  Who we will be hearing from… •  Nicolas Kontopoulos, Senior Director, Global CRM Marketing, SAP •  Chris Reed, Chief Marketing Officer, Mig33 •  Lea Wright, Head of Consumer CRM, Westpac •  Christel Quek, Regional Digital & Social Strategist
  • 4. 66% say positive customer experience can help differentiate their brand
  • 5. MAXIMIZE HOW YOU INDIVIDUALIZE
  • 6. MAXIMIZE HOW YOU INDIVIDUALIZE v  Online audit of 217 senior marketers across Asia v  Interviews with XX v  Full report and findings available December 12 Source:  ComScore  
  • 7. WHAT IS CUSTOMER CENTRICITY?
  • 8. 60% say centricity is a corporate culture that places customer satisfaction above all else
  • 9. v  Products that reflect ongoing customer co-innovation (45%) v  A senior management team committed to understanding and serving their markets (35%) v  Responsible use of customer data and insight to advance the customer experience (35%)
  • 10. HOW CUSTOMER CENTRIC ARE INTERNATIONAL BRANDS?
  • 11. High   13%   Good   43%   Moderate   32%   Needs  Improvement   Poor   12%   0%   Not  Sure   1%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%  
  • 12. HOW CUSTOMER CENTRIC ARE ASIAN BRANDS?
  • 13. High   7%   Good   28%   Moderate   36%   Needs  Improvement   24%   Poor   3%   Not  Sure   2%   0%   5%   10%   15%   20%   25%   30%   35%   40%  
  • 14. HOW VOCAL ARE APAC CUSTOMERS?
  • 15. VOICES GETTING STRONGER v  Selectively Vocal: Feedback depends (42%) v  Proactive & Private: Willing to share directly with brand (17%) v  Actively Social: Always ready to share (13%) Source:  ComScore  
  • 16. THE ONES TO WATCH v  Silent But Act Fast: No sharing…but no warning when they stop doing business (5%) Source:  ComScore  
  • 17. DO YOU HAVE A FORMAL CUSTOMER EXPERIENCE STRATEGY?
  • 18. Yes 35% No 20% Strategy in Development 30% Strategy in Place 9% 6% Not Sure 0% 5% 10% 15% 20% 25% 30% 35% 40%
  • 19. EXPECTATION & DIGITAL SPARK CXM STRATEGY v  Digital Channel Explosion (64%) v  Rapid Behavior Change (62%) v  Market Expansion & Introduction (40%) Source:  ComScore  
  • 20. HOW SATISFIED ARE YOU WITH CUSTOMER LISTENING & RESPONSE?
  • 21. Highly Satisfied 11% Moderately Satisfied 51% Implementing Systems 17% Not At All Satisfied 18% 3% Not Sure 0% 10% 20% 30% 40% 50% 60%
  • 22. LISTENING IN WRONG PLACES v  We Wait for Proactive Voices •  Email (71%) •  Sales Teams •  Corporate Website (54%) •  Customer Service Centers (50%) v  Not Looking Beyond the Basics •  Social (59%) •  Blogs (28%) •  In-store (26%) Source:  ComScore  
  • 23. SYSTEMS CAN’T LIVE UP TO BRAND PROMISE v  Do your back office systems and operational structures live up to brand promises & marketing claims? •  26% •  13% •  55% Yes No SOMEWHAT Source:  ComScore  
  • 24. WHAT ARE THE BIGGEST CHALLENGES TO MANAGE GLOBAL EXPERIENCE?
  • 25. BIG DATA… BIG PROBLEM v  38% battle data quality v  34% challenged by IT infrastructure v  31% have issues with data ownership v  26% struggle to manage data complexity Source:  ComScore  
  • 26. only 23% have a comprehensive view of the stages of the customer lifecycle
  • 27. HOW (and where) ARE YOU USING CUSTOMER INSIGHT TO OPTIMIZE EXPERIENCE?
  • 28. PERSONALIZE FOR PROBLEMS v  42% for service or support v  39% use insight to up-sell or cross-sell v  38% monitor customer lifecycle v  36% use insight to fuel CRM v  31% personalize web and social interaction Source:  ComScore  
  • 29. BUT WE ARE NOT… v  13% leverage insight for customer revenue optimization v  17% for lead acquisition v  11% account-based engagements v  10% to improve sales cycles v  3% to recover or reactivate old accounts Source:  ComScore  
  • 30. DO YOU SEE GAPS IN THE CUSTOMER EXPERIENCE?
  • 31. EMPOWERMENT LACKING v  Operational structure (38%) v  Individualization of communication (33%) v  Empowering the employee (32%) v  Localization (27%) Source:  ComScore  
  • 32. HAVE CXM ISSUES IMPACTED BUSINESS?
  • 33. EXPERIENCE = $$$ v  41% say customer experience has increased revenue •  18% saw revenue increase between 5% - 10% •  15% saw revenue increase between 1% - 5% •  3% saw revenue increase in excess of 10% Source:  ComScore  
  • 34. Our Guest Speakers v  Nicolas Kontopoulos Senior Director, Global CRM Marketing, SAP v  Chris Reed Chief Marketing Officer, Mig33 v  Lea Wright Head of Consumer CRM, Westpac v  Christel Quek Regional Digital & Social Strategist
  • 35. Q&A Please submit your questions in the question dialog box above This  presentaCon  will  be  available  to  view  On-­‐Demand  soon  aJer  the  live  viewing  
  • 36. WHAT’S NEXT? Download the Report >> December 12 Get connected >> (LinkedIn) ‘The Marketing Edge’ This  presentaCon  will  be  available  to  view  On-­‐Demand  soon  aJer  the  live  viewing  
  • 37. THANK YOU! This  presentaCon  will  be  available  to  view  On-­‐Demand  soon  aJer  the  live  viewing