Capgemini research reveals that Customer Experience is a good indicator for customer loyalty. Why is customer experience important? How can you improve the customer experience using customer journeys?

1. &
[ Customer Experience
Your connection with the customer
Pascal Spelier, 8 oktober 2012 ]

2. Customer Experience
WOW your customer!

7. Customer Experience is the result
of all interactions between an
organization and a customer.
It is a blend of an organizations physical
performance, the senses stimulated and
emotions evoked, each intuitively measured
against customer expectations across all
contact moments.

8. Maar hoe meet je
Customer Experience?

9. • Current, Depository
Accounts & Payments • Information Gathering /
• Creditcards Decisioning
• Loans • Transacting
• Mortgages • Problem Resolution
• Account Status & History
• Branch
• Internet
• Mobile
• Phone
• ATM

10. Voorbeeld
Hoe belangrijk vind je ten aanzien van je
rekening courant de informatie op internet
met betrekking tot de ‘features’ en
voordelen, de prijs en de voorwaarden?
En hoe tevreden ben je over die informatie
op internet?

11. 80 touchpoints
35 landen
18.000 klanten
500 Nederlandse klanten

12. CEI (On a Scale of 100)
20#
40#
60#
80#
0#
100#
77,7#
Canada# 79,3#
78,0#
US# 79,0#
77,0#
India# 77,0#
76,2#
Australia# 76,5#
73,9#
Norway# 76,2#
74,5#
UK# 75,2#
73,3#
Czech#Republic# 74,7#
n/a#
South#Africa# 74,9#
Worldwide
74,2#
Germany# 74,6#
73,1#
Turkey# 74,6#
n/a#
Philippines# 74,6#
76,0#
Switzerland# 73,7#
72,2#
Poland# 73,4#
n/a#
ArgenOna# 72,7#
73,5#
Sweden# 72,3#
71,5#
Mexico# 72,2#
2011#
69,1#
Russia# 71,8#
75,4#
Austria# 71,9#
n/a#
Portugal# 71,2#
2012#
n/a#
Denmark# 71,2#
n/a#
Vietnam# 70,2#
71,8#
Belgium# 70,1#
n/a#
Finland# 70,0#
n/a#
UAE# 69,7#
68,0#
Netherlands# 69,5#
Customer Experience Index
71,3#
Singapore# 69,5#
69,2#
France# 69,5#
69,1#
Brazil# 69,4#
68,6#
Italy# 68,8#
70,5#
Spain# 68,5#
68,7#
China# 67,6#
n/a#
Taiwan# 66,8#
n/a#
Saudi#Arabia# 65,6#
65,4#
Hong#Kong# 64,5#
62,2#
Japan# 63,4#
72.2
Global
72.1
(2011)
(2012)
Average

13. Nederlandse klanten hebben
beperkte positieve experience

14. Kantoor en internet belangrijk voor
experience

15. Wat levert customer
experience op? Feit 3
“Customer Experience
Feit 1
positively influences
“Positive customer experiences consumers’ willingness to
generate loyalty. Loyal customers repurchase, reluctance to
not only buy more products over switch, and likelihood to
longer periods of time, they recommend companies”
Forrester Research, 2011
become advocates of a firm and
inspire other people to buy its
products.”
Feit 4
Capgemini, 2012
Feit 2 “Companies who deploy
Customer Experience
“Companies who deploy Customer programs show a 19.8%
Experience programs show a average year-over-year
21.4% average year-over-year increase in customer
increase in customer lifetime satisfaction, compared to
value, compared to 2.7% increase 1.8% increase for industry
for industry average, and 2.6% average, and 5.5%
decrease for laggards” decrease for laggards”
Aberdeen Group, 2011 Aberdeen Group, 2011

16. Customer Experience:
it’s about smooth processes and
value adding propositions

17. Break down the walls between
traditional departments
Complex
processes
Marke;ng
Online
channels
(e.g.
website,
social
media)
Unaligned
Confused
Frustra;ng
Sales
&
Service
processes
customer
experience
Offline
channels
(e.g.
branch,
customer
contact)
Opera;ons

18. Simple
Consistent
Coherent

19. Stop be irrelevant
Unconvincing
proposi6ons
Marke;ng
Online
channels
(e.g.
website,
social
media)
Lack
of
Inside-­‐out
value
Indifferent
Sales
&
Service
ac6vi6es
experience
recogni6on
Offline
channels
(e.g.
branch,
customer
contact)
Opera;ons

20. Relevant
Differentiated

21. Customer Experience
Transformation
Customer measurement 5
4 Customer Experience design
Customer journeys 3
2 Customer Experience strategy
Customer insight 1

22. Seamless and consistent
Customer Experience
Customer life Cancel /
Awareness Orientate Buy Receive Use Service Renew Back to Discover
cycle
x x x x Social media
Customers
using multiple x x Website
channels &
touch points x Branch
x At home
x Customer Support*
Mobile (new)
*Including phone, email,
Desired Product Discovery Service Excellence Seamless Update
chat, social media
customer
journeys
x Touch point Wow moment Channel switch Illustrative only

23. = WOW-moment = Touchpoint

24. Get the basics right and develop
a differentiating experience
Wow!
Ok, nice … Differentiating experience
Stand out from competition
?!? Consistent experience
§ Consistent § Differentiated
Get the basics right
§ Intentional § Valuable
Random experience § Consistent § Not differentiated
§ Intentional § Not valuable
§ Inconsistent
§ Unintentional

25. “
“
Forget the point of sale or point of purchase, the
point of life is where the action will be.
“
“
And the point-of-life – not the meaning of life – is
the point of where I’m living at that moment in time
and being relevant to that point.
- Chris Skinner -