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Transforming Customer Experience through Digital Capability: a Retail Customer Journey

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Digitization and technological innovations have changed the face of the marketplace and competitors. In this presentation we emphasize the need to create coherent customer journeys to enable the 3 imperatives- Create (Consistent customer information across all channels, when they want it, where they want it: Omni- channel experience); Enhance (Rich and effortless experience at every touch-point.); and Predict (Personalized messaging that is very relevant to your consumers.)

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Transforming Customer Experience through Digital Capability: a Retail Customer Journey

  1. 1. October 15, 2015 Deliver Delightful Experiences & Effortless Transactions for Your Customer Customer Experience Digital Capability
  2. 2. It’s Harder to Compete Now Than Ever Before
  3. 3. So, How do you Differentiate? Quicker Pace of Innovation Implies • Not a sustainable advantage • Good product is table-stakes Outsourcing Today Drives Similar • Economies of production • Economies of scale New Competitive Battlefield Customer Experience is the New Competitive Battlefield for Differentiation
  4. 4. sridesik@cisco.com How Important is Customer Experience? In 2016 89%66%In 2013 Of companies will compete based on customer experience (up from 36% in 2012)** CompaniesConsumers Switched brands due to poor customer experience*
  5. 5. What is Superior Customer Experience? * Gartner Seven Best practices help EA to support a customer focused digital strategy, Marcus Blosch, Ed Thompson, Jul 2014 Deliver Delightful Experiences and Effortless Transactions for Your Customer What Do Customers Want? Consistent Information across all Channels Effortless Service Experience at every Touchpoint How Can You Deliver? Enhance In-store & Support Experience Create Omni-channel Experience Personalized Attention to Their Specific Needs Predict Customer Behavior using Analytics & Insight Buy Own 8 7 6 5 4 3 2 1 8 7 6 5 4 3 2 1 Buy Own 8 7 6 5 4 3 2 1 Consistent Information and Delightful Experience at Every Touchpoint
  6. 6. The Handbag Buying Experience… Transformed
  7. 7. 80% Consumers use smartphones to shop* 59% Consumers discovered a brand on social media** 54% In-store sales are web-influenced*** Why Create Omni-channel Experience? * comScore: From Brick-and-Mortar to Mobile Click-and-order ** Price Waterhouse Coopers: On Solid Ground: Brick-and-Mortar Is the Foundation of Omni-channel Retailing *** Forrester Research, Sep 2014, US Cross-Channel Retail Sales Forecast: (2014 To 2018) Single Channel Multi-Channel Cross-Channel SMS Chat Social Media Mobile Voice Web Email Branch ATM Kiosk Home Blend Channels to Create One View across Mobile, Web, Social and In-store Evolution to an Omni-channel Strategy
  8. 8. Customer Experience Digital Capability Create rich, personalized and effortless buying experience from discovery to purchase to replacement • Drives Impulse Purchase 3 in 4 Customers Make Impulse Purchases
  9. 9. 93% of People Who Used Mobile To Research Go On to Make a Purchase • Capture attention • Influence early • Discover preferences Need – The Stimulus Social Miner Social Miner monitors social media communities for questions posted, queuing them to the right expert for pro- active customer engagement Connected Mobile Experience powered guest Wi-Fi can dynamically insert promotions while browsing based on the customer’s location within a mall
  10. 10. I’m trying to find a bag similar to the Chelsea. Do you prefer a shoulder bag or a handbag? Handbag. Would you like to do a video chat, and I can show you? Ok. 83% of Consumers Want Some Sort of Support in Their Online Journey • Bring the store to the customer • Accelerate decision to buy Need – The Stimulus Research – Zero Moment of Truth Remote Expert Mobile delivers a rich consultation experience using chat, HD video, co-browse, content share and annotation features Contact Center enables seamless authentication from chat to video and routes to the right sales agent
  11. 11. 89% Expect to view in-store inventory online** 90% Of all sales transacted at a physical store* 69% Of consumers will share bad experiences with others*** Why Enhance In-store & Support Experience? * AT Kearney: On Solid Ground: Brick-and-Mortar Is the Foundation of Omni channel Retailing ** Forrester Research: a commissioned study with Purolator, May 2014 *** Price Waterhouse Coopers : Understanding how US online shoppers are reshaping the retail experience
  12. 12. • Accelerate the sale • Offer instant promotions Digital signage Displays Increase the Average Customer Spend by 29.5% Need – The Stimulus Research – Zero Moment of Truth Evaluate – Chat, Call, Co-browse Remote Expert Kiosk provides rich self-service ability to browse catalogs, find prices and compare products Connected Mobile Experiences facilitates quick identification of customers, offer in-store promotions, reward loyalty and upsell products Digital Branch Platform assures rich store experience through intelligent bandwidth management, local catalog caching and application hosting, QoS management for apps
  13. 13. Remote Expert Insight with Finesse enables the sales associate get a 360 degree view of customer’s interactions and preferences • Cross-sell products based on full visibility into all interactions on mobile, social and web Agent Knowledge Will Become a Core Requirement for Outstanding Service Need – The Stimulus Research – Zero Moment of Truth Evaluate – Chat, Call, Co-browse Select – First Moment of Truth
  14. 14. 75% of Customers Contact for Amazon Fire HDX Now Come via the Mayday Button • Loyalty through exceptional service Need – The Stimulus Research – Zero Moment of Truth Evaluate – Chat, Call, Co-browse Select – First Moment of Truth Purchase – with an Associate 10 months later… Broken Handle Remote Expert Mobile & Insight delivers identical rich support experience any where, any time and on any mobile device with prior engagement insight Contact Center with Finesse and Web Interaction Manager enables quick authentication and efficient routing to the best support agent
  15. 15. 66% Of consumers used a coupon targeted based on likes* 71% Shopped at retailers with loyalty program* 60% Of on-site recommendations resulted in a sale** * Price Waterhouse Coopers: Feb 2014, Achieving Total Retail Consumer expectations driving the next retail business model ** Fortune magazine article by JP Mangalindan quoting Sucharita Mulpuru, a Forrester analyst: Amazon's recommendation secret Know Your Customer Who, Wants What, Where, When, Why And How? Why Predict Behavior using Analytics & Insight?
  16. 16. • Better service through analytics • Increase repeat visits by providing an inviting atmosphere 86% of Consumers Will Pay More For a Better Customer Experience The Branch/Store View CashierCashier Dressing Rooms Jewelry Junior's FormalWearShoes EmployeeOnly Men's Boy’s Girl’s Women's Suites Belts Cosmetics Sleepwear Swim Wear BeddingKitchenSeasonal Low Traffic Low Product Demand Overcrowding No Shoppers Dim Lights Trespasser Loitering Teenagers High Traffic, Need more Associates Shelf Empty Connected Analytics delivers in-flight analytics to effectively manage security, inventory optimization, staffing and ambience in the store
  17. 17. The Agent’s Seamless View 89% of Customers Switched Brands Due to a Bad Customer Experience Historical Insight Customer need not re-explain issue Context for Upsell Predict customer intent to purchase Sentiment | Call History Predict customer state of mind and engagement level Manage to Delight • Decrease repeat calls and churn • Improve first call resolution • Increase customer life time value Remote Expert Insight with Finesse enables the support agent upsell products by viewing a 360 degree view of customer’s interactions and preference Metrics Identify loyal and low-cost-to-serve customers CLV | CES | FCR | CSAT
  18. 18. The Benefit Enhance In-store & Support Experience Predict Customer Behavior using Analytics & Insight Create Omni-channel Experience Customers Get Personalized attention to their specific needs Rich & Effortless service experience at every Touch point Consistent Information across all channels
  19. 19. How Can You Start? Location-Based Analytics (CAM,EMSP,CVP) Virtual Expertise (REM, REB) Intelligent Contact Center (UCCE/UCCX, CUCM, CVP) Mobile Experience (CMX, EMSP) Digital Branch Platform (ISR, UCS) Connected Analytics (CAC,CACC,CMX) Enhance In-store & Support Experience Predict Customer Behavior using Analytics & Insight Create Omni-channel Experience CiscoServices&Partners
  20. 20. Enabled by Cisco Services • Align IT strategy to business objectives • Identify best solution design based on industry best practices and needs • 24x7 global access • Monitor proactively • Ensure business continuity • Consumption model options • Managed or cloud, on or off premises • Prove, pilot, design • Build and measure outcomes • Optimize and secure solution
  21. 21. Powered by a Cisco Ecosystem Partner APJCEMEAR EOS EXD Virtual Expertise India Thailand/SG Vvirtual ExpertiseAR’s ISV’s Consultants/SI’s Virtual Expertise Watermark AMERICA S Mobile Experiences
  22. 22. • LEADER in Contact Center • LEADER in Unified Communication • LEADER in WAN Optimization • CHALLENGER in Enterprise Video • … Cisco Collaboration Architecture Cisco Unified Datacenter Architecture Cisco Enterprise Networks Architecture • Network Security • Unified Access • Intelligent WAN • Application Centric Infrastructure Innovate Why Cisco? Growing Catalog Manage Partner Ecosystem Pay Commercial Models Build Cisco® Services Design • Industry Leading Solutions • Day 0: Consulting Services • Day 1: Implementation Services • Day 2: Support and Managed Services • Cisco Capital financing • Multiple Consumption Models • Packaged SKU’s, Streamlined ordering • Trained Ecosystem of Partners • Continual Partner Certification • Growing Solution Portfolio • End-to-End Solutions Contact Srivatsan Desikan (sridesik@cisco.com) for questions Contact Center Enterprise Video Unified Communication Storage Servers Network • Tested Proven Architectures • Validated Offer Blocks & Published BOM Robust Catalog
  23. 23. Questions?
  24. 24. Next Steps Contact your regional sales rep View a demo Schedule a Assessment visit
  25. 25. In working with businesses across the globe we have found that connecting via video collaboration delivers a more personalized experience over voice alone. With the new video collaboration capability, American Express is taking their Relationship Care brand of service to the next level of personalization. Simplicity and ease of use for the customer is key. It takes the personality of American Express to a new, more engaging level for their customers. Retail American Express (Amex) Serving the Emerging Digital Customer Challenge • Looking to provide increased service to high value (Blackcard) customers • Deliver new Omni-channel business models • Transform customer experience Solution • Exciting new customer interaction experiences on mobile • Deploy customer-facing, virtual advisors (Remote Expert Mobile) Results • NPS increased by 38% for customers using the capability • Amex immediately broadened the reach to include Costco-Amex-Card members
  26. 26. “The Cisco solution has helped us improve customer satisfaction and staff efficiency while at the same time increasing mortgage sales. The business case in favor of the Cisco solution stacked up quickly.” Andrew Nation, Senior Manager, Future Customer Outcomes at Nationwide Retail Nationwide Building Society Increases Profitable Wallet-share Capture in Mortgage Lending Challenge • Improve customer satisfaction • Enhance access to experts • Reduce leakage of business to competitors Solution • Deploy customer-facing “Virtual Advisors” enabled by Cisco • Enable the close of mortgage sales in branch by accessing mortgage advisors from central pool • Manage ad-hoc and scheduled meetings Results • 60+% improvement in new mortgage business • Double digit improvement in client net satisfaction • 66% reduction in cost of sale
  27. 27. Retail Rivera Shopping Center Transforming the Retail Experience Challenge • Personalizing the customer retail experience for the new breed of shopper Solution • Traffic flow and dwell time analytics to identify valued locations, underperforming stores • Historical location-based analytics to improve effectiveness of marketing events Results • Instant, reliable and quantifiable marketing campaign feedback • Cross-store shopping characteristics driving longer-term store “mix”
  28. 28. “Cisco Unified E-Mail Interaction Manager enables our contact center not just to be a call center and takes into account the variety of ways our customers want to interact with Hilti.” Tobias Roelz, Head of IT Client and Communications Technology, Hilti Corp. Retail Hilti Corporation Challenge • Provide consistent contact center experience across more than 30 global contact centers • Consolidate voice, email, fax, and web interactions on one global platform • Centralize infrastructure support Solution • Cisco Unified Communications Manager for call processing • Cisco Unified Contact Center Enterprise • Cisco Unified Customer Voice Portal for routing • Cisco Unified E-Mail Interaction Manager Results • 90 percent of calls within 10 seconds • Increased agent productivity by 5 percent • Helped agents upsell and cross-sell by routing contacts to specialized agents
  29. 29. Retail JCPenney In-Store Convenience Challenge • Insert text here Solution • Insert text here Results In-store Mobile Sales Assistance • Product Scan & Search • Intelligent Location Based Support • Mobile CC Verification • PCI Compliant
  30. 30. “We are pleased to deliver a wayfinding service through our partnership with MazeMap and Cisco that is being used every day by our patients and visitors to make their experience here at the university hospital the best possible.” Professor Stig Slørdahl, Dean of the Faculty of Medicine Healthcare Norway University Hospital Transforming Hospital Experience Challenge • Create a supportive, engaging experience for patients & families • Improve productivity and coordination among research, clinician, and teaching staff • Be seen as a healthcare innovator Solution • Cisco Mobility Services Engine with Connected Mobile Experiences software calculates and reports location of mobile devices in real time • Visitors can search for rooms and buildings and receive graphical turn-by–turn directions on any mobile device Results • Enhancing patient and visitor experience • Creating a higher quality, patient-centric environment • Improving hospital productivity
  31. 31. Healthcare St. Olav’s Hospital Advancing the Patient Experience The Challenge  Transform the visitor / employee experience  Improve operational efficiency Digital Transformation  Indoor and outdoor navigation services  Location-based information in smartphone application and patient- directed check-in terminals Business Outcomes  10,000 students, patients, staff, and doctors used the wayfinding solution within first three months of availability  Reduced workload at information centers
  32. 32. The Challenge  Advance healthcare and empower patients by integrating transparency and information into all aspects of care Digital Transformation  Enriched patient and family experience through Fit4KidsCare educational apps  Enhanced healthcare by expanding clinician access to patient information Business Outcomes  Anytime, anywhere EMR access  Patient vitals recorded electronically  Enriched patient and visitor experiences through wireless Fit4KidsCare application Healthcare Miami Children’s Hospital Innovating Patient Care
  33. 33. The Challenge  Identify guest location and dwell times to deliver personalized and contextual services Digital Transformation  Wayfinding and location-based services for 1:1 guest advertising  Location and dwell-time analytics for enhanced service delivery and revenue growth Business Outcomes  15-20% increase in non-room revenue  65-point increase in customer satisfaction – raised property from bottom 5% to top 5%  25% to 40% increase in lobby bar spend by offering free Wi-Fi access  Increase of 37% of Internet Promoter score one year after implementation Hospitality Santa Clara Hyatt Driving Business Intelligence
  34. 34. The Challenge  Engage, entertain and inspire guests  Enhance the resort experience by providing personalized mobile services Digital Transformation  High-performance, tiered Wi-Fi for customer satisfaction and revenue  Personalized, location-based content through Bellagio wayfinding application Business Outcomes  Tiered Wi-Fi driving customer satisfaction and increased service revenue  Increased business opportunities with innovative customer interactions Hospitality MGM Resorts International Personalized Real-time Marketing
  35. 35. Cisco Solution Detail Products • Aironet 3500 and 3600 802.11n APs; Mobility Services Engine and CMX SW • WSM controller on Cat6K switches • ASA 5500-series firewalls Services • Plan and Build – Cisco Plan and Build Services for Mobility • Optimize – Cisco Optimization Service for Mobility and Cisco Optimization Service for Network Infrastructure • Support - SNTC Solution Overview • Solution facilitates user location in real-time from thousands of Cisco Aironet® access points located around the campus • Solution captures and assembles key network data, such as real-time device location, that MazeMap employs to deliver its indoor navigation services • Maps all buildings, rooms, stairs, information desks, elevators, and cafes, and draws “a-to-b” walking paths for the entire area, based on access levels • Delivers user movement and area usage statistics Partner Summary • MazeMap – creates wayfinding applications that allow for turn-by-turn location information on any mobile device (www.mazemap.com) Customer Overview • Serves a total population close to 700,000 • Approximately 1008 beds, 9,584 employees, and 2,500 students • Campus covering about 62 acres • Treats 131,547 inpatients and 554,083 outpatients annually • Hospital has undertaken extensive renovation over the past ten years, with 80 percent of the buildings being replaced Key Conversation Points • Improve patient care / experiences • Improve staff and operation efficiency • Reduce medical / operational costs Deal Synopsis • The customer first purchased an enterprise-class wireless network to provide wireless access across its entire campus • CMX was added as a second phase of the project, and MazeMap was contracted to integrate CMX / GPS information with hospital maps • Hospital now has CMX-based smartphone application and location-based information built into patient check-in terminals Customer “Next Steps” • Enhance the capabilities of the MazeMap application by integrating location-based information into meeting invitations • Extend the initial deployment of ten buildings across the entire hospital campus St. Olavs Hospital – Under the Hood Sales Contact(s): Create Date: 4/15 Last Reviewed: 4/15
  36. 36. Cisco Solution Detail Products • Cisco Aironet 3600 /3500 Series 802.11n APs with Cisco CleanAir technology • Cisco Mobility Services Engine and Connected Mobile Experiences software • Cisco (WiSM2) controller on Catalyst 6500 Series switches • Cisco Prime Infrastructure wireless management software • Cisco ASA 5500 Series firewalls Solution Overview • Hospital application uses CMX data to detect users’ locations, monitor traffic patterns, and understand ways to increase productivity and convenience for employees and guests • Enterprise-class wireless network with CleanAir technology ensures the most effective wireless transmission path Customer Overview • 289-bed hospital in Miami-Dade County, 9 outpatient centers in Miami-Dade, Broward, and Palm Beach counties • Medical staff of 650, 3,500 employees, approximately 12,000 admissions per year • Ranked among the best in the nation from 2008-2015 by US News and World Report Key Conversation Points • Improve patient care / experiences • Improve staff and operation efficiency • Reduce medical / operational costs Deal Synopsis • Greatly expanded and upgraded Cisco 802.11n Wi-Fi network with Cisco Connected Mobile Experiences solution • Comprehensive, multi-layer security strategy provided through Cisco VLANs and ASA 5500 firewalls – provides HIPAA compliance • Cisco Mobility Services Engine with CMX software computes user location in real-time from hundreds of wireless access points, and feeds information into custom IoS-based application Customer “Next Steps” • Enhance the capabilities of the Fit4KidsCare application to provide enhanced education capabilities (videos, medication detail) Miami Children’s Hospital – Under the Hood Sales Contact(s): Create Date: 4/15 Last Reviewed: 4/15
  37. 37. Cisco Solution Detail Products • Cisco Mobility Services Engine with CMX (Connected Mobile Experiences) License • Cisco Aironet® 1602 Wireless APs; Cisco 5508 Wireless Controller • Cisco Prime™ Infrastructure • Cisco Unified Computing System™ (UCS®) C220 M3 Rack Server Solution Overview • Solution facilitates user location in real-time from 200 wireless access points located throughout the mall • Solution tracks 4,000 mobile devices at the same time, collects customer analytics including dwell times and traffic patterns Partner Summary • Hexa Telecom – provides and manages Cisco wireless network • Cherry Data (http://cherrydata.pl/product-indoor-trax) – provides collated information on frequency of visits, new visitors, location detail, customer profiling Customer Overview • New retail concept mall based in Gdynia, Poland • Largest shopping mall in Northern Poland in terms of area (70K m2 on two levels), and among the ten largest in Poland • Includes 270 shops, restaurants, playground, and movie theater • Parking lot accommodates 2,500 cars, and has an adjacent protected lot for 300 bicycles (with repair shop) Key Conversation Points • Increase sales with intelligent mobile apps that engage customers with customized offers • Deliver secure wireless across all locations • Analytics provide information for stratified lease pricing based on customer traffic Deal Synopsis • Cisco wireless network, including 200 Cisco APs, covering the entire complex and parking structure –free customer Wi-Fi CMX solution provides complete visitor analytics, including location and swell times. • Selling point was Cisco CMX – immediate benefit of analytics and improvements in marketing campaigns Customer “Next Steps” • Differentiate retail store pricing models based on understanding of customer dwell times and traffic patterns • Creation of custom application to deliver personalized offers to customers having smartphones (4 of 10 customers) • Ongoing network “fine-tuning” to further pinpoint visitor location Riviera Shopping Center – Under the Hood Sales Contact(s): Create Date: 4/15 Last Reviewed: 4/15
  38. 38. Cisco Solution Detail Products • Cisco Connected Mobile Experiences (CMX) • Cisco Mobility Services Engine • Cisco Mobile Concierge • Cisco Aironet 3700 Series Access Points with integrated 802.11ac Solution Overview • Solution consists of complete wireless deployment across all areas of the hotel • Utilizing CMX for Wayfinding, analytics, and push content • Location-based services drive 1:1 guest advertising Partner Summary • WeLink to see Social Media chatter in real time – allows for addressing any satisfaction issues immediately • Swisscom – managing partner for overall implementation and ongoing management Customer Overview • 60,000 square feet of flexible meeting space, including a 22,000 square foot ballroom • 501 guest rooms with PDA check-in capability • Optimally located beside the Santa Clara Convention Center in the heart of Silicon Valley Key Conversation Points • Increase operational efficiency with state of the art mobile network and associated user analytics • Improve customer satisfaction with personalized digital services that match preferences in real time • Determine customer usage and traffic patterns and shift hotel resources over time to improve overall experience Deal Synopsis • Engagement with Santa Clara Hyatt centered around creating the “digital hotel of the future” • Hyatt approached Cisco to install a wireless system throughout the hotel – ensure one connection for the entire stay • Utilized the “Super Wi-Fi” to provide range of services and analytics to monetize mobile connectivity Customer “Next Steps” • New wireless services such as “touchless” wireless access, personalized concierge services, and enhanced loyalty program services Santa Clara Hyatt – Under the Hood Sales Contact(s): Create Date: 4/15 Last Reviewed: 4/15
  39. 39. Cisco Solution Detail Products • Cisco Connected Mobile Experiences (CMX) • Cisco Mobility Services Engine Solution Overview • Solution consists of complete wireless deployment across all areas of the hotel complex, including guest rooms, shopping facilities, restaurants, and casinos • Network can accommodate 120,000 concurrent users • Utilizing CMX for Wayfinding, analytics, and push content • Personalized offers available for M life members (MGM rewards program) • Option for guests to upgrade to premium-level guaranteed service Partner Summary • Mobilitie – provides wireless roaming and interconnection among MGM Resorts properties in Las Vegas, tiered Wi-Fi services, and mobile device apps Timelines • 3-4 year staged implementation across all MGM Las Vegas facilities Customer Overview • Second-largest hotel in the world by number of rooms (6,852) and largest hotel resort complex in the US • All MGM resort destinations have full wireless coverage, including the low-rise public spaces (pools, casinos, lobbies, restaurants) Key Conversation Points • Increase operational efficiency with state of the art mobile network and associated user analytics • Improve customer satisfaction with personalized digital services tied to rewards program • Determine customer usage and traffic patterns and shift hotel resources over time to improve overall experience Deal Synopsis • Design goal was to provide both tiered Wi-Fi services and superior customer-focused opt-in services tied to rewards program • Staged rollout started with the overall complex facilities, expanded to public spaces, and eventually to guest rooms • Mobilitie, a partner specializing in mobile service deployment, provided design, application, and implementation services Customer “Next Steps” • New wireless services such as “touchless” wireless access, expanded use of wayfinding application, expanded M life rewards program offers MGM Resorts International – Under the Hood Sales Contact(s): Create Date: 4/15 Last Reviewed: 4/15
  40. 40. It’s Harder to Compete Now Than Ever Before

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