COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   1
Customer ExperienceFrom the Customer’s Perspective                                                                        ...
Customer IMPACT Agenda   Treat different customers differently     Need             Possibilities         Decision        ...
Customer Decision Cycles                                            Strategy. Execution. Results.COPYRIGHT © Phil Winters ...
IMPACT ensures a Memorable Experience                                                 Strategy. Execution. Results.       ...
Touchpoints and Information ExchangeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   6
Download                                                  Whitepaper „paid with“ Information     Strategy. Execution. Resu...
We Value Personal Information                                                                          Strategy. Execution...
Personal Information Value                                                               Strategy. Execution. Results.The ...
Reciprocity: “Give to Get “                                          Strategy. Execution. Results.     Latin: Reciprocus  ...
Strategy. Execution. Results.                                                         Information                         ...
ReceiveCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   12
ReceiveRecommendation / Market Basket Engine  Open Source: KNIME.COMCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AN...
SelectCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   14
FilterCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   15
ExchangeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   16
ExchangeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   17
E-purchaseCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   18
Convert                                                      Great news! 1,709 travelers have read your reviews*          ...
ConvertFrom Call Centre to Crowd Sourcing….COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   20
Swisscom:                                                                               Strategy. Execution. Results.     ...
DivulgeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   22
Reciprocity: Give to GetCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   23
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.   24
Touchpoint Choreography Delight                                                    Strategy. Execution. Results.      Tar...
Give to GetThe new White Paper                                                                             Courtesy of DRI...
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Give to Get: Choreographing the Customer Experience

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Apresentação de Phil Winters. É Strategic Advisor da Peppers & Rogers Group, empresa que conta com clientes como BMW e Hewlett-Packard, e na sua apresentação partilhou a sua visão de como os novos canais sociais e móveis são uma bênção e uma maldição, não só para marketeers, mas também para os próprios clientes. Destacou as melhores práticas e forneceu uma base para garantir que você não só poderá fornecer valor ao seus clientes, mas maravilhá-los em cada interação.

Esta apresentação decorreu no dia 12 de Outubro de 2011 no Fórum Tecnológico de Lisboa, enquadrada no evento CRM Acceleration 2011, o evento dedicado ao Social CRM organizado pela DRI (www.dri.pt), Gold Partner da SugarCRM e Platinum Partner da Lithium em Portugal.

Obtenha mais informações em www.eventocrm.com

Published in: Business, Technology
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Give to Get: Choreographing the Customer Experience

  1. 1. COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 1
  2. 2. Customer ExperienceFrom the Customer’s Perspective Ad Approach RememberCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 2
  3. 3. Customer IMPACT Agenda Treat different customers differently Need Possibilities Decision Approach Purchase Delivery Usage Support Remember AdTouchpointsTouchpointInteraction Type Ignore Monitor Participate Activate ConTrolExecution Organization Processes Information Technology COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 3
  4. 4. Customer Decision Cycles Strategy. Execution. Results.COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 4
  5. 5. IMPACT ensures a Memorable Experience Strategy. Execution. Results. Touch Taste Hear Smell SeeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 5
  6. 6. Touchpoints and Information ExchangeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 6
  7. 7. Download Whitepaper „paid with“ Information Strategy. Execution. Results. First Name Favorite Color Last Name Shoe Size Email Address Favorite Food Confirm Email Address Favorite Holiday Company Automobile Title Partner Name Job Function Home Owner? Industry Income Range Job Level Children Revenue Debt Address Religion Address 2 Transaction History Country Race Zip Code Medical Conditions City Hygiene/Cleanliness State Sexual Preferences Phone Yes, send me information on the Yes, pass my information latest news and Information and to Relevant Partners from you and your partners Subscribe to the Newsletter, our weekly publicationCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 7
  8. 8. We Value Personal Information Strategy. Execution. Results. Most Least Most Private Private Private Personal Facts Personal PreferencesCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 8
  9. 9. Personal Information Value Strategy. Execution. Results.The ability to manage what happens with your private information Control Sell Forbidhttp://online.wsj.com/article/SB10001424052748703529004576160764037920274.htm COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 9
  10. 10. Reciprocity: “Give to Get “ Strategy. Execution. Results. Latin: Reciprocus The practice of exchanging things with others for mutual benefit “Tit for Tat“COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 10
  11. 11. Strategy. Execution. Results. Information ReciprocityCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 11
  12. 12. ReceiveCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 12
  13. 13. ReceiveRecommendation / Market Basket Engine Open Source: KNIME.COMCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 13
  14. 14. SelectCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 14
  15. 15. FilterCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 15
  16. 16. ExchangeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 16
  17. 17. ExchangeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 17
  18. 18. E-purchaseCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 18
  19. 19. Convert Great news! 1,709 travelers have read your reviews* Trouble viewing this e-mail? View it as a web page Hotels | Flights | Restaurants | Vacation Rentals | Trip Ideas September 2011 Someones been reading your reviews Your opinions have made a real difference. Thank you! Your recent reviews REVIEW TOTAL READERS* HELPFUL VOTES DATE Hotel Alpina Luzern 639 3 November, 2010 Hilton Park Munich 602 0 November, 2010 Europa House Hotel 142 0 November, 2010 Hotel Club i Pini 107 2 June, 2011 Fenice Hotel 74 0 June, 2011 Hotel Zum Schiff 61 0 June, 2011 Bloomfield House 56 0 November, 2010 28 Kudos Hopping Hare 0 June, 2011 Review another place Thumbs Up MVP Your readers 40% of your readers are in 17% of your readers are in United States United Kingdom Ace Expert 10% of your readers Germany are in 33% of your readers countries are in other Ideas Etc…… About you MEMBER NAME Heidelbergredwoods BADGE LEVEL Write 7 more rev iew s to earn your next badge Contributor MEMBER SINCE January 21, 2007 LOCATION Lucca TOTAL READERS* 1,709 TOTAL REVIEWS 14 TOTAL HELPFUL VOTES 8 Update your info *"Total readers" includes everyone who has seen your TripAdvisor reviews during the past 12 months.COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 19
  20. 20. ConvertFrom Call Centre to Crowd Sourcing….COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 20
  21. 21. Swisscom: Strategy. Execution. Results. 600k Sessions per month 96% Aswered 40% TopUser 5000 entries 2500 hours 52000 Facebook Fans Support Channel 1062 Twitter Follower Notify Channel Fast Response: Twitter, Facebook Youtube Self Help: Community, Facebook Installation Notify Channel: Twitter Installation: YoutubeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 21
  22. 22. DivulgeCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 22
  23. 23. Reciprocity: Give to GetCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 23
  24. 24. COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 24
  25. 25. Touchpoint Choreography Delight Strategy. Execution. Results. Targeted Customers Needs Decision Cycle Touchpoints Dance Choreography Interaction Impact Give to Get ChoreographyCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 25
  26. 26. Give to GetThe new White Paper Courtesy of DRI phil.winters@CIAgenda.comCOPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 26
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