Customer Experience Management

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Customer Experience Management #CX

Published in: Marketing, Business, Technology

Customer Experience Management

  1. 1. CUSTOMER EXPERIENCE MANAGEMENT CLICK TO CONTINUE PROSPECT JOURNEY ADVOCATE JOURNEY STORY 🔎 📕 ♥ AWARENESS/DISCOVERY/ATTRACTION INTERACTION/PURCHASE USE/ADVOCACY
  2. 2. THE GOAL FOR THE BUSINESS To keep a highly satisfied customers.
  3. 3. HOW TO ACHIEVE THAT GOAL? Thru the knowledge about each customer – treat them as individuals.
  4. 4. WHY DO WE NEED CEM? Knowledge is nothing if organizations fail to act or react to customers needs. So Customer Experience Management comes into the play.
  5. 5. 5   BUT WHAT IS CEM? Customer Experience Management  is the sum of all experiences a customer has with a brand. This can include awareness, discovery, attraction, interaction, purchase, use and advocacy. - Wikipedia
  6. 6. 6   BUT WHAT IS CEM? It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. - Wikipedia
  7. 7. 7   THE CEM ARCHITECTURE CUSTOMER 👨 WEB/ COMMUNITY  MOBILE 💬💬 SOCIAL NETWORKS 📰CONTACT CENTER  SHOPS TOUCHPOINTS CRM/ BPM 👇 👇 INFORMATION IN INFORMATION OUT CORE BUSINESS APPS  📊BUSINESS INTELLIGENCE ◎MARKETING AUTOMATION REAL TIME KNOWLEDGE MNG ⏲ ℹ FOUNDATION  🔗API’S ERP BILLING ETL/MIDDLEWARE DQ MDM INNOVATIONS DIFFERENTIATORS  CONSISTENCY 🔒 💡 DIGITAL HUMAN
  8. 8. 8   STARTING WITH LITTLE STEPS … The Customer Experience is related to Strategy, Processes and Technology. But in order to give a perspective of the alignment with technology, we present the necessary steps to CEM.
  9. 9. 9   STARTING WITH AWARENESS The first step in the relationship with customers is “Brand Awareness”. 1
  10. 10. 10   STARTING WITH AWARENESS It’s very important that the customer remembers the brand, as part of the choices to evaluate. 1 DIGITAL CHANNELS 🔎 TRADICIONAL MEDIA HUMAN 📹 👨
  11. 11. 11   THE PROCESS OF DISCOVERING The presence in the digital channels is a must, since second phase of CEM is discovery and currently the majority of the process (90%) is made on digital channels. 2  WEB/ COMMUNITY  MOBILE 💬💬 SOCIAL NETWORKS DIGITAL
  12. 12. 12   THE PROCESS OF DISCOVERING To enable the visibility in the Digital Channels, a good strategy of SEO must be in place. SEO will help the brand to be visible in Google. 2
  13. 13. 13   THE PROCESS OF DISCOVERING The presence in Facebook or other Social Networks is a fact, but don’t forget that all the information, is only visible, from inside the network, so brands will need to … 2
  14. 14. 14   THE PROCESS OF DISCOVERING The existence of a Brand community will allow to engage and to know more about each customer and treat them as individuals. 2
  15. 15. 15   THE PROCESS OF DISCOVERING Use Social Networks to communicate and engage with customers, but link the information back to your Brand Community. 2 SEO (GOOGLE) 🔎 BRAND COMMUNITY SOCIAL NETWORKS ♥ 👨
  16. 16. 16   ATTRACTING CUSTOMERS One of the key areas to attract customers, is linked with the information that is available on the media and touch points with them. 3 WEB/ COMMUNITY  MOBILE 💬💬 SOCIAL NETWORKS 📰CONTACT CENTER  SHOPS TOUCHPOINTS DIGITAL HUMAN
  17. 17. 17   INTERACTING CUSTOMERS On each interaction with our customers, you should treat them as special ones and that you have all the information, to personalize the contact. 4 WEB/ COMMUNITY  MOBILE 💬💬 SOCIAL NETWORKS 📰CONTACT CENTER  SHOPS TOUCHPOINTS DIGITAL HUMAN 
  18. 18. 18   INTERACTING CUSTOMERS So be present on the places where your audience is! Digital presence (forums, blogs, social media, brand community), shops and contact center, but also keep in mind … 4  WORD OF MOUTH
  19. 19. 19   INTERACTING CUSTOMERS Word Of Mouth is part of the cycle of customer experience – Advocacy. So the cycle is a closed loop, so treat well your customers! 4 
  20. 20. 20   INTERACTING CUSTOMERS Its also very important to know the needs of each customer, to personalize the offer. - Individualize 4 
  21. 21. 21   THE PURCHASE One of the most important stages of the Customer Experience – Purchase Align very well purchase process, so that the experience is good. 5 
  22. 22. 22   THE PURCHASE Along the way, collect all the information about your customer, to know more about them and also to recommend the best offer. 5 
  23. 23. 23   THE PRODUCT/SERVICES USE After the purchase and with the usage of the products and services, its very important to keep up with each customer. 6 
  24. 24. 24   CUSTOMER ADVOCACY All the steps of the experience that the customer had, will increase is level of recommendations to friends and family. 7 ♥
  25. 25. 25   CUSTOMER EXPERIENCE STEPS 1234567   INFORMATION   PERSONALIZATION   CONTEXT   STEPS
  26. 26. 26   CUSTOMER EXPERIENCE CUSTOMER 👨 WEB/ COMMUNITY  MOBILE 💬💬 SOCIAL NETWORKS 📰CONTACT CENTER  SHOPS CRM/ BPM DIGITAL HUMAN ◎MARKETING AUTOMATION 📊BUSINESS INTELLIGENCE REAL TIME ⏲ 👇COLLECT INFORMATION 👇 CONTEXTUALIZED OFFER/PERSONALIZATION CUSTOMER PROFILING 👤
  27. 27. 27   SOCIAL MEDIA INFORMATION  CRM/ BPM 📊 BUSINESS INTELLIGENCE SOCIAL PROFILING FACEBOOK LOGIN CUSTOMER ID WEB/ COMMUNITY 💬 SOCIAL NETWORKS USER AUTORIZATION INFORMATION FEED CUSTOMER SENTIMENT & TAGS 💬  SOCIAL ENGAGE
  28. 28. 28   SOCIAL MEDIA INTERACTION ⏲ REAL TIME 📊 BUSINESS INTELLIGENCE WEB/ COMMUNITY 💬💬 SOCIAL NETWORKS CUSTOMER PROFILLING INFORMATION FEED ◎MARKETING AUTOMATION OFFER 🍟 OFFER 🍟 ç INFORMATION PUSH FEEDBACK è INFORMATION FEED  SOCIAL ENGAGE
  29. 29. 29   WEB/COMMUNITY INFORMATION  CRM/ BPM 📊 BUSINESS INTELLIGENCE USER EXPERIENCE CUSTOMER ID WEB/ COMMUNITY 👀CONTENT INFORMATION FEED CUSTOMER & TAGS
  30. 30. 30   WEB/COMMUNITY INTERACTION ⏲ REAL TIME 📊 BUSINESS INTELLIGENCE WEB/ COMMUNITY INFORMATION FEED CUSTOMER PROFILLING USER EXPERIENCE ◎MARKETING AUTOMATION PERSONALIZATION ✋ OFFER 🍟 ç INFORMATION PUSH FEEDBACK è 👀CONTENT
  31. 31. 31   MOBILE APPS INFORMATION  CRM/ BPM 📊 BUSINESS INTELLIGENCE USER EXPERIENCE CUSTOMER ID MOBILE INFORMATION FEED CUSTOMER & TAGS 👀CONTENT
  32. 32. ⏲ REAL TIME 32   MOBILE APPS INFORMATION 📊 BUSINESS INTELLIGENCE USER EXPERIENCE MOBILE INFORMATION FEED 👀CONTENT 📊 BUSINESS INTELLIGENCE CUSTOMER PROFILLING ◎MARKETING AUTOMATION PERSONALIZATION ✋ OFFER 🍟
  33. 33. 33   SHOPS INFORMATION  CRM/ BPM 📊 BUSINESS INTELLIGENCE INTERACTION PROFILING CUSTOMER ID SHOPS ERP SALES INFORMATION CUSTOMER SALES
  34. 34. ⏲ REAL TIME 34   SHOPS INFORMATION 📊 BUSINESS INTELLIGENCE INTERACTION PROFILLING SALES INFORMATION 📊 BUSINESS INTELLIGENCE CUSTOMER PROFILLING ◎MARKETING AUTOMATION OFFER 🍟 SHOPS ERP OFFER 🍟
  35. 35. 35   CONTAC CENTER INFORMATION  CRM/ BPM 📊 BUSINESS INTELLIGENCE TEXT ANALYTICS ✉EMAIL/ MAIL 📞VOICE/ IVR SPEECH ANALYTICS INTERACTIONS PROFILLING
  36. 36. ⏲ REAL TIME 36   CONTACT CENTER INFORMATION 📊 BUSINESS INTELLIGENCE TEXT MINING CUSTOMER VOICE 📊 BUSINESS INTELLIGENCE CUSTOMER PROFILLING ◎MARKETING AUTOMATION OFFER 🍟OFFER 🍟 ✉EMAIL/ MAIL 📞VOICE/ IVR
  37. 37. 37   THE SUM OF ALL THE EXPERIENCE CUSTOMER 👨 WEB/ COMMUNITY  MOBILE 💬💬 SOCIAL NETWORKS 📰CONTACT CENTER  SHOPS DIGITAL HUMAN “To truly understand our customers, we must see the world through their eyes.” ☏ ⌂ 👨 TRANSACTIONS   INTERACTIONS   DEMOGRAPHICS   LIFE STYLE  
  38. 38. THANK YOU! Jorge Teixeira da Silva (jorge.teixeira.silva@dri.pt).

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