Total brand immersion - differentiated omnichannel customer experience by Rose Cameron

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Total brand immersion - differentiated omnichannel customer experience by Rose Cameron

  1. 1. THE OMNIPRESENT CONSUMER 
 & OMNI-CHANNEL! Tuesday, 6 May 2014
  2. 2. The Customer Experience Agency Every interaction matters
  3. 3. WHICH INTERACTIONS MATTER THE MOST?
  4. 4. MARKETING THAT MATTERS DATA, CULTURE & TECH THAT MATTER CREATIVITY THAT MATTERS
  5. 5. The Customer Experience Agency CREATIVE AGENCY FOR THE DATA AGE Creating customer experiences 
 that matter.
  6. 6. The Customer Experience Agency In 2012, three out of every four senior marketers told Forrester that their priority was to “differentiate on the basis of customer experience.” 9
  7. 7. The Customer Experience Agency Yet, only 3% of customers rated their experiences with brands as “Excellent” Forrester Customer Experience Index report, 2012
  8. 8. WELCOME TO THE NEW AGE OF OMNIPRESENT EXPECTATIONS
  9. 9. om·ni·pres·ent present everywhere 
 at the same time
  10. 10. THE CUSTOMER EXPERIENCE AGENCY
  11. 11. ‘90 ‘92 ‘01 ’03/04 ‘06 ‘07 8YO 10YO 19YO 21YO 24YO 25YO
  12. 12. The Customer Experience Agency ENTITLED TO… PERSONALIZED ENTERTAINMENT MEANINGFUL CAREER SELF-DEFINED FAMILY CULTURAL CONNECTIVITY POLITICAL VOICE SINGULAR ME HEALTH/ WELL-BEING NEED SENSITIVE COMMERCE NETWORKED WE
  13. 13. Shopper Buyer Consumer Influencer
  14. 14. WHERE THE MOST INFLUENTIAL NEW MEDIUM IS THE COMMUNITY OF THE TRIBE
  15. 15. CULTURAL EXPERIENCE EVENT PERSONAL PARTICIPATION CONNECTION DRIVER UNITY DRIVER COMPETITION DRIVER KINSHIP DRIVER PASSION
  16. 16. SAVING TIME WASTING TIME UTILITY WHERE RELATIONSHIPS ARE BUILT ON A NEW EXCHANGE OF VALUE INFORMATION CURRENCY COMMUNITY ENTERTAINMENT
  17. 17. FLOW INERTIA FRUSTRATION CONTROL PASSION WITH AN HEIGHTENED ! EXPECTATION OF FLOW
  18. 18. Audi! Axe! Bank of America! Beats Music! Bud Light! Budweiser! Butterfinger! CarMax! Cheerios! Chevrolet! Chobani! Chrysler ! Coca Cola! Doritos! Ford! Go Daddy! H&M! Heinz Co.! Honda! Hyundai ! Jaguar! Jeep! Kia! M&M (Mars)! Maserati! Microsoft! Pepsi! RadioShack ! Scientology! SodaStream! Sonos! Sprint! Squarespace! Subway! T-Mobile! Toyota! Transformers (Paramount) ! VW! WeatherTech! Wonderful Pistachios! !20$ 0$ 20$ 40$ 60$ 80$ 100$ 120$ 0$ 5$ 10$ 15$ 20$ 25$ 30$ 35$ 40$ 45$ Super Bowl Advertisement Flow Impact Score! UTILITARIAN AVERAGE HIGH ADVOCACY
  19. 19. “Delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.” ! Matthew Dixon, Karen Freeman, and Nicholas Toman
  20. 20. https://www.youtube.com/watch?v=RLlOkKskBqU#t=11!
  21. 21. WHAT MATTERS TO THE CONSUMER? EFFORTLESS EXCHANGE OF VALUE
  22. 22. IF THE OMNIPRESENT CUSTOMER IS DEMANDING IT, WHAT’S HOLDING BACK CORPORATE OMNI-CHANNEL?
  23. 23. omni-channel OMNI-CHANNEL ! CHANNEL ! ! EXPERIENCE ! RATIONAL ! EMOTIONAL & RATIONAL ! TACTICAL ! STRATEGIC   VISUAL/MESSAGE SYSTEM ! BRAND DIALOGUE 14
  24. 24. The Customer Experience Agency BUSINESS ALIGNMENT   BRAND TRUE   CHANNEL AGNOSTIC   ACCOUNTABLE  
  25. 25. The Customer Experience Agency
  26. 26. AMC Gerber Toyota DESTINATION EXPERIENCE RETURN HOME REPURCHASE DISCOVERY EVALUATION BOOKING GUEST STAYAWARENESS Path to Passion Path to Purchase
  27. 27. PASSIVE AWARENESS! Initial consideration set, not looking to eat out ! DOING = reading, recalling favorite restaurant, talking with others ! DRIVEN BY = FOMO, staying current ! RELEVANCE TRIGGER! Upcoming event/occasion or impromptu gathering ! DOING = assessing, envisioning, aspiring ! DRIVEN BY = memorable experiences, breaking the norm, excitement, connecting with others ! ACTIVE RESEARCH! Gathering information, widen/narrow consideration set ! Doing = viewing menus, locations, happy hours and peer reviews ! Driven by = uncovering the best fit ! DECISION! Meal type preference is the main influencer ! Doing = checking deals, special request ability and specific peer reviews ! Driven by = making the right choice ! PREPARE! Gathering specific requirements ! Doing = confirming date/time, party size, booking, special requests, travel, directions, parking options ! Driven by = making it happen ! CONSUME! Aligning the experience to the expectations ! Doing = reviewing menu, seeking opinions, ordering, eating, paying ! Driven by = enjoyment; connection; satisfaction ! STEADY FEED Consideration set is continually adapted ! Doing = recalling/considering options post- meal and before next occasion ! Driven by = staying current, best value ! 1 2 6 8 5 4 3 7 DIGEST! Reconciling the expectation to perceived value ! Doing = evaluating cost, taste, quality of food, comparing, talking, sharing overall experience ! Driven by = sharing (good/bad), influencing, helping others !
  28. 28. WHAT MATTERS TO BUSINESS? SUSTAINABLE AFFINITY
  29. 29. THE CUSTOMER EXPERIENCE AGENCY 34 The power of memories
  30. 30. THE CUSTOMER EXPERIENCE AGENCY 35
  31. 31. THE CUSTOMER EXPERIENCE AGENCY 36 Let’s go places
  32. 32. THE CUSTOMER EXPERIENCE AGENCY 38 The mom platform
  33. 33. THE CUSTOMER EXPERIENCE AGENCY 39
  34. 34. The Customer Experience Agency The omnipresent consumer feels entitled to an omnichannel experience ! To make differentiated experiences that matter: 1. Give them control over exploring their passions whether they’re shopping/ buying/consuming/influencing ! 2. Demonstrate your value through supplying the optimal mix of discounts, utility, information, community and entertainment ! 3. Support their participation & connection with their tribes by supplying rewarding experiences they want to share ! 4. Align your business practices and communications to make the exchange of your shared value/s as effortless as possible to build sustainable affinity SERVING THE OMNIPRESENT CONSUMER WITH OMNICHANNEL
  35. 35. THANK YOU!

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