Werkconferentie KCI presentatie wim rampen (cx company)

1. Hello.

2. ➤ CMO CX Company sinds januari 2017
➤ 20 jaar ervaring in Customer (Experience)
Management
➤ Digitale transformatie OHRA (2011 – 2015)
➤ Customer Experience transformatie Delta Lloyd
2015 - 2016
➤ Gast-docent School for Customer Management
(2012 – heden)
➤ Gast-docent Master Marketing RUG (2013 –
heden)
Hallo Ik ben Wim Rampen
wim.rampen@cxcompany.com/ +31 (0)6 105 36 223 / @wimrampen

3. IN 2005 LANCEERDE RABOBANK HAAR EERSTE CHATBOT (YVETTE) OP MSN, GEMAAKT
DOOR CX COMPANY

4. Thank
you.
Opgericht in 2004
100m digitale conversaties per jaar
A-lijst klanten
bewezen cases
alle industrieën
Pan-europeese operatie, wereldwijd bereik
Secure: Cloudplatform op Microsoft Azure
CX Company

5. PLEASE INTERRUPT

6. We’re in transition from a goods
dominant logic to a service
dominant logic society

7. Ø From product to
Customer Job
Ø From inside company
walls to outside with
customers and partners
Ø From transactions to
conversations
Ø From value chain to
customer journey
Ø From operational
excellence to lean and
agile
THIS SHIFT IS NOT (JUST)
ABOUT DIGITAL

8. IT’S THE
CUSTOMER’S JOB

10. WHY IS THIS

11. VOICE OF THE
CUSTOMER
CUSTOMER
CONTACT
STRATEGY
CUSTOMER
EXPERIENCE
TRANSFOR-
MATION
OPERATIONAL
CLOSED LOOP
FEEDBACK
MID & LONGER TERM
IMPROVEMENT & INNOVATION
CYCLES
CUSTOMER MANAGEMENT TODAY
CUSTOMER INTELLIGENCE &
ANALYTICS (CRM)

12. CUSTOMER EXPERIENCE TRANSFORMATION

13. THE CUSTOMER JOURNEY TO GET
A JOB DONE

14. We don’t have our knowledgebase in order
BUT THERE’S SO MANY
(NEW) CHANNELS

15. THE CHANNELS THEY USE..
Dimension Data 2016
Microsoft 2016

16. ABOUT SOCIAL..
Dimension Data 2016
Dimension Data 2016

17. RIGHT CHANNEL
EATS OMNI-
CHANNEL

18. WHAT CHANNEL FOR WHAT
CUSTOMER JOB?
What criteria do
you use to
determine the
right channel?
How do you steer
your customers to
the right channel?
How do you deal
with new
channels?

19. THE SELF-SERVICE REVOLUTION
ONLY JUST STARTED
Dimension Data 2016

20. Digitaal klantcontact groeit
exponentieel
En live??
DIGITAAL KLANTCONTACT GROTER DAN LIVE
ØDIGITAAL NU AL 10X LIVE
ØINTERNET OF THINGS = 10X
ØWAT ALS DAARVAN 10%
NAAR LIVE GAAT?

21. THIS IS NOT WHAT WE WANT!

22. CUSTOMER JOURNEYS ARE BROKEN
How do I start a Live Chat in My Company app?
Where can I find the nearest Company store?

23. 74%
WHAT DRIVES US
Source: ‘Global Contact Centre Benchmarking Report’, Dimension Data, 2015
of consumers is frustrated with
impersonal online experiences

24. DIGITAL MOET MENSELIJKER..

25. Understand customer job (AND GET IT DONE!)
Personalise communication
Be responsive to behaviors & emotions
Reduce uncertainty with notifications
Be helpful and conversational
Deliver on the brand promise
Learn from each conversationSource:
https://experiencematters.blog/2017/04/12/report-
humanizing-digital-interactions/
automating conversations
to get the job done
THE 7 TENETS OF INTELLIGENT DIGITAL ASSISTANCE
(& smart chatbots)
Based on

26. TIME FOR SOME CASE
STUDIES

27. OHRA Case Study

28. Een pro-actieve intelligente,
geautomatiseerde, digital assistant
(aka smart chatbot) help klanten op
een “menselijke” manier door het
keuzeproces

29. SELF SERVICE FIRST
STRATEGIE
Ø 50% live contact reductie
Ø NPS stijgt van +7 naar +13
Ø WhatsApp + Live Chat = 90%
live contact

30. T-MOBILE TAKES IT TO THE NEXT LEVEL

33. Getting the customer
job done
Customer experience
in a connected world
Automating conversations to
get the customer job done
Intelligent. Humanised. Easy.
Personal conversations on
every channel or device

34. Thank you.
www.cxcompany.com