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B2B Cross-Channel Customer Experience
 

B2B Cross-Channel Customer Experience

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    B2B Cross-Channel Customer Experience B2B Cross-Channel Customer Experience Presentation Transcript

    • A cross‐channel B2B customer experienceTine Van Brandt, Director SME channel strategy & transformation, Belgacom (@TineVanBrandt)Geert Martens, Competence leader customer experience, 4C Consulting (@geert_martens)Berlin, 19th April 2012Berlin 19th April 2012Prepared for the IIR Telecoms Customer Experience Summit
    • 4C Consulting  |  Service portfolio g | p C t Customer E Experience M i t Management Naïve‐to‐Natural  |  Emotional Signature  |  Moments of Truth  |  Multi‐channel Strategy  |  Unique Customer View  |  CRM Roadmap Marketing Excellence Sales Excellence Service Excellence • Marketing Maturity Assessment • SFA Management & Automation • Customer Service Automation • Campaign Management & Automation • Sales Portfolio Management • Self Service Strategy & Management • Campaign Management Outsourcing p g g g • Sales Middle Office • Complaints Handling p g • Marketing Resource Management • Training & Coaching  Customer Insight Management Intelligent reporting  |  Data Quality  |  Data Integration  |  Advanced Analytics 2
    • Book us for customer experience inspiration:• Conference speaking• Inspiration workshopsHire us for customer experience transformation:• Customer experience statement• Emotional Signature l• Moments of Truth transformation• CeX training & coachingGeert Martens, competence leader customer experience• Mobile: +32 477 365 166• Email: geert.martens@4cconsulting.com• Twitter: @geert_martens• Linkedin: http://be.linkedin.com/in/martensgeert p // / / g• Slideshare: http://www.slideshare.net/gmartens
    • Content01 Context & objectives Context & objectives02 Emotional customer engagement g g03 Strategic imperatives for the SE channel strategy04 SE channel vision05 Key take‐aways06 Q&A
    • Which channels will we use for selling to and servicing of for selling to and servicing ofour small enterprise customers?
    • Realize Deliver Optimize our growthh Simple &  Si l & our cost‐to‐ objectives Friendly serveDesign a channel strategy  g gyfor the small enterprise market
    • Belgacom aims at growth via emotional customer engagement Realize Deliverour growthh 1 Simple &  Si l &objectives Friendly 2 A consistent customer Channel  experience requires strategy a coherent channel  strategy
    • Content01 Context & objectives Context & objectives02 Emotional customer engagement g g03 Strategic imperatives for the SE channel strategy04 SE channel vision05 Key take‐aways06 Q&A
    • When your customer are emotionally engaged, they... ForgivePay a price Cost less to Promote Buy more operational Stay loyal premium serve your brand hiccups Emotional E ti l Customer Engagement
    • Deliberate & valued on an emotional levelPerfect performance  Great customer on all Moments of  p experiences Truth Consistent across touchpoints & customer lifecycle
    • People will forget what you said, people will forget what you did, people will forget what you did,but people will never forget how you made them feel. Maya AngelouSource: xprnc.be
    • Source: @ColinShaw_CX and @MicahSolomon
    • Source: xprnc.be
    • Content01 Context & objectives Context & objectives02 Emotional customer engagement g g03 Strategic imperatives for the SE channel strategy04 SE cross‐channel vision05 Key take‐aways06 Q&A
    • What’s the DNA of the Belgacom experience?
    • Behavioral principles Emotional profile We want to make to make our customers feel: We want to avoid that our customers feel:
    • Behavioral principles Channel strategy Channel strategy imperatives From multi‐channel to  cross‐channel Customer preference Proud to be SE Channel guidance Channel guidance Channel performance
    • Content01 Context & objectives Context & objectives02 Emotional customer engagement g g03 Strategic imperatives for the SE channel strategy04 SE cross‐channel vision05 Key take‐aways06 Q&A
    • Multi‐channel Cross‐channelinform inform ell ellse seserve Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 serve Channel 1 Channel 2 Channel 3 Channel 4 Channel 5
    • Cross‐channel inform1 Design customer journey2 Determine channels ell se3 Design channel mix serve4 Design channel journeys5 Design processes Channel 1 Channel 2 Channel 3 Channel 4 Channel 5
    • 1 Design customer journey 3. Research 2. Search 4. Compare p 9. Get Help 10. Personalize 1. Discover 5. Decide 8. Use 11. Friend 6. Purchase 6 P h 7. InstallSource: Based on “Welcome To The Era Of Agile Commerce”, Forrester, March 2011. Adjusted for the Belgacom SE market by 4C Consulting
    • 2 Determine channels web – website - etail Inbound & outbound Website & apps Online & offline
    • 3 Design channel mix 1 2 3 4 5 3. Research 6 7 1 2 3 9 10 11 1 2 3 4 5 4 5 2. Search 4. Compare 6 6 7 9 10 11 9 10 11 1 2 3 2 3 4 5 4 9. Get Help 10. Personalize 6 6 9 10 11 9 10 111 2 34 5 1. Discover6 1 2 39 10 11 2 2 4 5 4 5 5. Decide 8. Use 4 5 6 7 6 11. Friend 9 10 11 2 3 1 2 3 4 4 5 6. Purchase 7. Install 6 7 6 7 9 10 11 9 10 111 Web 2 Website 3 Etail 4 Mobile 5 Social 6 Contact center 7 Field sales 9 BusShop 10 ResShop 11 MassDistri
    • 4 Design channel journeys
    • 5 Design processes Support:  ersonalize 2. Search 1. Discover 6. Purchase 4. Compare 7. Install 9. Get Help 11. Friend 8. Use 3. Research 5. Decide Customers  that require  that require 10. Pe . . . “human”  support in  their customer  their customer journey in  order to make  a purchase  decision
    • Content01 Context & objectives Context & objectives02 Why customer experience? y p03 Strategic imperatives for the SE channel strategy04 SE channel vision05 Key take‐aways06 Q&A
    • Deliberate & valued on an emotional levelPerfect performance  Great customer on all Moments of  p experiences Truth Consistent across touchpoints & customer lifecycle
    • Simple & Friendly: the Belgacom customer experience Behavioral principles Channel strategy Channel strategy imperatives From multi‐channel to  cross‐channel Customer preference Proud to be SE Channel guidance Channel guidance Channel performance
    • People will forget what you said, people will forget what you did, people will forget what you did,but people will never forget how you made them feel. Maya Angelou
    • geert.martens@4Cconsulting.com @geert_martenswww.4cconsulting.com http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert