Customer Experience in a Digital Age (#ddmc2012)


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Key note speech for the data-driven marketing congress by Stima (#ddmc2012)
How to win in the age of the customer? What is customer engagement and how do I get to the heart of my customer? It's all about emotions. Emotions will determine what you do and emotions will determine how you remember things. Unlock the power of emotions by delivering great customer experiences.

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Customer Experience in a Digital Age (#ddmc2012)

  1. 1. Customer Experience in a Digital Age@geert_martens, competence leader customer experience, 4C ConsultingBrussels, 24th May 2012Prepared for #DDMC2012
  2. 2. @geert_martens 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:• Twitter: @geert_martens• Linkedin: p // / / g• Slideshare:
  4. 4. @geert_martens |   #DDMC2012 Welcome to the age of h g f the customer the customer
  5. 5. Age of the Customer Power comes from engaging on an emotional level with empowered customers Age of Information g Connected PCs and  supply chains mean those who control the  information fl i f ti flow dominate Age of Distribution Global connections and  transportation systems i make distribution keyAge of Manufacturing of ManufacturingMass manufacturingmakes individual power houses successful
  6. 6. 14% trust adsfor purchase  decisions
  7. 7. 76% trust consumer recommendations  for purchase  d ii decisions
  8. 8. @geert_martens |   #DDMC2012 When your customer are emotionally engaged, they... When your customer are emotionally engaged they Forgive Pay a price Cost less to Promote Buy more Stay loyal operational p premium serve your brand y hiccups Emotional E ti l Customer Engagement
  9. 9. @geert_martens |   #DDMC2012 Great customer p experiences
  10. 10. @geert_martens |   #DDMC2012 What is a is a customer experience?
  11. 11. @geert_martens |   #DDMC2012 A customer experience is em j jou orga g otio rn nizati ns ey on How a customer a journey of  with and about feels and remembers interactions an organization
  12. 12. AffectionAngerAnnoyanceAnxietyApathyArousal ImpactingAweCared for the way the way you feel ContemptCuriosityBoredom i about  DepressionDesireDespair i iDisappointmentDisgust At  At The brand  DreadEcstasyEmbarrassment each i iEmpathyEnergized interaction,  The EnvyEuphoria emotions company  FearFocusedFretfulFrustration are  i iGratitudeGrief evoked The  productsGuiltHappinessHatredHopeHorrorHostility  i  i The  serviceHurriedHysteriaIndifferenceInterestIrritationJealousyLoathing  i  i The peopleLonelinessLoveLustMisery ValueNeglected receivedPamperedPityPleasedPrideRage Other gRegret customersRemorseSadnessSatisfactionShameShockShynessSorrow YourselfSufferingSurpriseStressedTrustValuedWonderWorrySource:
  13. 13. @geert_martens |   #DDMC2012         Make or Break moments Break moments  “Moments of Truth”      
  14. 14. @geert_martens |   #DDMC2012 Deliberate & valued on an emotional level Perfect performance  Great customer on all Moments of  p experiences Truth Consistent across touchpoints & customer lifecycle
  15. 15. @geert_martens |   #DDMC2012People 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
  16. 16. @geert_martens |   #DDMC2012 The The And The Good Bad Ugly G d B d U l
  17. 17. @geert_martens |   #DDMC2012
  18. 18. @geert_martens |   #DDMC2012
  19. 19. @geert_martens |   #DDMC2012
  20. 20. @geert_martens |   #DDMC2012 A straight forward Customer – “Hi, I saw your ad in the paper and advertisement… ll advertisement call us, we can wanted more info” help you“Certainly, may I to” vision number Ultralase – better your the code of the ad you are referring haveSource: Beyond Philosophy
  21. 21. @geert_martens |   #DDMC2012
  22. 22. @geert_martens |   #DDMC2012
  23. 23. @geert_martens |   #DDMC2012 Take‐aways Take aways for data‐driven d di marketing
  24. 24. @geert_martens |   #DDMC2012 1.Define your 1 Define your customer experience
  25. 25. @geert_martens |   #DDMC20122. Revise your ycampaign process
  26. 26. @geert_martens |   #DDMC2012 3. Improve data quality 3 Improve data quality
  27. 27. @geert_martens |   #DDMC20124. Analyze4 Analyze your campaigns differently
  28. 28. @geert_martens |   #DDMC2012 5. Apply the power of social 5 Apply the power of socialSource: @hanssmellinckx
  29. 29. @geert_martens |   #DDMC20126.Measureyour customer experience
  30. 30. @geert_martens |   #DDMC2012
  31. 31. @geert_martens |   #DDMC2012You can’t stop the waves,but you can learn how to surfb l h fJon Kabat‐Zinn
  32. 32. @geert_martens Build a CeX statement Define & measure KPIs Break‐down the CeX statement into:  +/‐ emotions, traits & desired behavior Calculate ROI Customize for core segments & Define  touch points code of conduct Identify improvement opportunities Id if i ii Define fit‐gap & identify quick wins 1.Define 4. Measure 4. Measure 2. Design Design implementation roadmap &  D i i l i d & 3. Implement 3.  3. Implement implement Quick Wins Design behavioral principles  per business unit Implement the Moments of Truth Map the customer journey  f h t for each core segment Communicate. Repeat. Identify the Moments of Truth (MoT)  for each journey Train & coach Design the MoT: emotions, behavioral  Design the MoT: emotions behavioral principles, processes, tools & KPIs
  33. 33.