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Mind the CX Gap | ORT at Forrester CX Europe 2017

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In this partner session with Censhare at CX Europe 2017, Rüdiger Pläster, Managing Director of ORT Group, shares insights on good customer experience. Detailing this on a recent client project, Rüdiger introduces the CX framework being used and points out what an ideal agile mindset is.

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Mind the CX Gap | ORT at Forrester CX Europe 2017

  1. 1. MIND THE (CX) GAP How we plan, design & manage great CX Rüdiger Pläster · ORT Group · November 2017
  2. 2. FROM DIALOGUE TO DIGITAL We areobsessed withthe outcome wecreate. The ORT Group.
  3. 3. 250 people 6 locations 30 m. EUR 45 years
  4. 4. ALWAYS IN GOOD COMPANY WITH OUR CLIENTS
  5. 5. » Food retailer » Founded 1901 » 6,800 employees » 1,4 b. EUR turnover » > 200 outlets in Germany NOW, ON HIT THE HIT PHILOSOPHY FROM DELIVERING CALORIES TO A PARTNER IN NUTRITION
  6. 6. Is this something people use once or twice a day and does it solve a problem? Larry Page · CEO Google “
  7. 7. JUNE 2017 HACKATHON
  8. 8. Retailers need to crack the transparency issue. Transparency to what will suit you, where it is, what is the easiest path to get it in your hand, from the moment you thought of it. Kate Ancketill · CEO GDR “
  9. 9. » My local store » My personal website » My shopping app » My newsletter » My prize game » My campaigns » My special offer » My own recipe THE PERSONAL FOOD RETAIL BRAND EXPERIENCE
  10. 10. » My local store » My personal website » My shopping app » My newsletter » My prize game » My campaigns » My special offer » My own recipe THE PERSONAL FOOD RETAIL BRAND EXPERIENCE EXPERIENCE IS THE BRAND. THE BRAND IS OUR COMPETITIVE ADVANTAGE. ON THE GO AT HOME INTHESTORE
  11. 11. » Target customers, not devices » Seamless messaging across devices » Seamless experience is the strategic goal WHAT WILL LEAD TO BETTER ENGAGING OF CUSTOMERS? ADVERTISING MEDIA SHOP EXPERIENCE OMNI-CHANNEL CONTENT
  12. 12. OMNI-CHANNEL WHAT DO WE MEAN BY OMNI-CHANNEL? MULTI-CHANNEL SHOP WEB MOBILE SOCIAL PHONE SHOP WEB MOBILE SOCIAL PHONE VS.
  13. 13. Customer experience is the sum of all interactions. “
  14. 14. OUT OF 7.2 DEVICES, CONSUMERS DAILY USE 3+ MARKETERS TYPICALLY SEE JUST 1
  15. 15. A SIMPLE (FIRST) CX FRAMEWORK THAT HELPED US Allowing us to: » Understand customers, their needs, perceptions and expectations » Assess the impact of our plans and in general as they unfold » Measure experience across a range of touchpoints and among specific groups of customers CX MEASUREMENT FRAMEWORK OTHER DATA FEEDS CUSTOMER JOURNEYS BRAND SOCIALMEDIA COMPLAINTS OPERATIONALDATA CUSTOMERDATA TOUCHPOINTS & DIGITAL EXPERIENCE WEB APP SIGNAGE LOYALTY JOIN STORE MY RECIPE APP … NET PROMOTER SCORE (NPS) RELATIONSHIP
  16. 16. IT ALL STARTED IN MAY, 2015 ADVERTISING MEDIA MANAGER “WERBEMANAGER” THE BIGGEST CHALLENGE OF ALL
  17. 17. Get the Direction or Challenge 1 UNDERSTAND WHAT OUR AGILE MINDSET IS
  18. 18. Grasp the Current Condition 2 Get the Direction or Challenge 1 UNDERSTAND WHAT OUR AGILE MINDSET IS
  19. 19. 3 Establish your Next Target Condition Grasp the Current Condition 2 Get the Direction or Challenge 1 UNDERSTAND WHAT OUR AGILE MINDSET IS
  20. 20. Conduct Experiments to get There 4 KATA ( ) “THE WAY OF DOING” 3 Establish your Next Target Condition Grasp the Current Condition 2 Get the Direction or Challenge 1 UNDERSTAND WHAT OUR AGILE MINDSET IS
  21. 21. UNDERSTAND WHAT OUR AGILE MINDSET IS
  22. 22. UNDERSTAND WHAT OUR AGILE MINDSET IS “MINIMAL VIABLE PRODUCT”
  23. 23. UNDERSTAND WHAT OUR AGILE MINDSET IS “MINIMAL VIABLE PRODUCT” PRODUCT & SERVICES EXPERIMENTING&CREATING
  24. 24. SO WE DECIDED TO DESIGN SPRINT OUR WAY TO OCTOBER 2015 CONTENT & CREATION TEAM IT & PROCESS TEAM &
  25. 25. SO WE DECIDED TO DESIGN SPRINT OUR WAY TO OCTOBER 2015 MAY 2015 UMSETZUNG DES PROTOTYPEN OCTOBER 2015JUNE 2015 JULY 2015 AUGUST 2015 SEPTEMBER 2015 IT & PROCESS TEAM LAYOUT & CONTENT TEAM CROSS-FUNCTIONAL CUSTOMERINTEGRATION WEEKLY SPRINTS PLANNING & RETROSPECTIVES EVERY WEEK
  26. 26. BUT AN EXPEDITION PERFECT CUSTOMER EXPERIENCE IS NOT A PACKAGE TOUR
  27. 27. EN ROUTE TO PERFECT CX #4 LEADERSHIP #3 AGILITY #1 CUSTOMER EXPERIENCE #2 DIGITAL TRANSFORMATION
  28. 28. OUR TOOLS OF THE TRADE
  29. 29. PROCESS AUTOMATION OUR TOOLS OF THE TRADE
  30. 30. TOTALLY INTEGRATED PRODUCTION PROCESS + + Revision-proof campaign and advertising media planning, review and approval Omni-channel production and distribution with one single, consistent platform Seamless integration of branches, departments and client stakeholders
  31. 31. AUTOMATED TEMPLATING PROCESS AUTOMATION
  32. 32. AUTOMATED HANDOUT PRODUCTION +224 EDITIONS/WEEK
  33. 33. AUTOMATED TEMPLATING OMNI-CHANNEL CONTENT GENERATION PROCESS AUTOMATION
  34. 34. BEST PRACTICE STILL SHOOTS
  35. 35. BEST PRACTICE FILM PRODUCTION
  36. 36. AUTOMATED TEMPLATING OMNI-CHANNEL CONTENT GENERATION OMNI-CHANNEL CONTENT DISTRIBUTION PROCESS AUTOMATION
  37. 37. BEST PRACTICE 1:1 ONLINE & MOBILE CONTENT » Integration of print, website and app offers » Added value through market localization » Mobile support around the brand presentation » Central PIM / CMS system (censhare)
  38. 38. BEST PRACTICE POS PRESENTATION
  39. 39. BEST PRACTICE SPECIAL CATALOGUES 20+ VERSIONS IN 2017
  40. 40. AUTOMATED TEMPLATING OMNI-CHANNEL CONTENT GENERATION OMNI-CHANNEL CONTENT DISTRIBUTION CUSTOMIZATION ONDEMAND PROCESS AUTOMATION
  41. 41. 2,640 CUSTOMIZED ADVERTISING MEDIA AND COUNTING
  42. 42. 2,640 CUSTOMIZED ADVERTISING MEDIA AND COUNTING
  43. 43. AND THE GAPS? THE CX FAILS?
  44. 44. Customers have liquid expectations. Don’t underestimate that! Different merchandise online/offline The digital personalization creepiness
  45. 45. NOW FOR THE SUCCESS FACTORS …
  46. 46. WHAT WERE OUR ESSENTIAL SUCCESS FACTORS? AUTOMATE, AUTOMATE, AUTOMATE! DELIVER VALUE FAST EXPERIMENT & LEARN USE ONE BULLET-PROOF DATABASE THAT REALLY SUPPORTS YOU
  47. 47. » Manage expectations – generate ROI from the get-go » CX transformation usually needs to be accompanied by a process of digital transformation » Skills – find and empower the pi-shaped employee » Cross-functional teams » Agile mindsets » Have all content production close at hand ADDITIONALLY …
  48. 48. THE MAIN TAKE-AWAYS DON‘T BE AFRAID TO TEST Experimentation can lead to amazing results. PLAN THE ENTIRE EXPERIENCE The perfect customer journey never ends. There is no such thing as a “campaign” anymore. PERSONALIZATION IS A PROGRESSION Evolve and iterate step by step as you get to know your customers.
  49. 49. KREFELD BOPPARD FRANKFURT BERLIN MÜNCHEN LET‘S STAY IN TOUCH ORT Medienverbund GmbH Europark Fichtenhain A2 47807 Krefeld Phone +49 2151 376-00 Fax +49 2151 376-222 www.ort-online.net RÜDIGER PLÄSTER ManagingDirector CertifiedScrumMaster Mobile +49 173 7627369 Phone +49 2151 376-111 ruediger.plaester@ort-online.net

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