B2B Cross-Channel Customer Experience

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B2B Cross-Channel Customer Experience

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Which channels will we use for selling to and servicing of for selling to and servicing ofour small enterprise customers?
  6. 6. Realize Deliver Optimize our growthh Simple &  Si l & our cost‐to‐ objectives Friendly serveDesign a channel strategy  g gyfor the small enterprise market
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Deliberate & valued on an emotional levelPerfect performance  Great customer on all Moments of  p experiences Truth Consistent across touchpoints & customer lifecycle
  11. 11. 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
  12. 12. Source: @ColinShaw_CX and @MicahSolomon
  13. 13. Source: xprnc.be
  14. 14. 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
  15. 15. What’s the DNA of the Belgacom experience?
  16. 16. Behavioral principles Emotional profile We want to make to make our customers feel: We want to avoid that our customers feel:
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 2 Determine channels web – website - etail Inbound & outbound Website & apps Online & offline
  23. 23. 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
  24. 24. 4 Design channel journeys
  25. 25. 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
  26. 26. 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
  27. 27. Deliberate & valued on an emotional levelPerfect performance  Great customer on all Moments of  p experiences Truth Consistent across touchpoints & customer lifecycle
  28. 28. 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
  29. 29. 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
  30. 30. geert.martens@4Cconsulting.com @geert_martenswww.4cconsulting.com http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert

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