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The Customer Experience Story: Seamless and Not So Seamless

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Read how two different customers of two different coffee shops get their coffee to start their days. The experiences are key to their happiness, and their loyalty.

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The Customer Experience Story: Seamless and Not So Seamless

  1. 1. THE CUSTOMER EXPERIENCE STORY - SEAMLESS AND NOT SO SEAMLESS HOW ONE BRAND GETS IT RIGHT, AND THE OTHER GETS IT WRONG...
  2. 2. THE CUSTOMER EXPERIENCE IS INCREASINGLY COMPLEX. Marketers are faced with more data, more channels and more technology than ever before.
  3. 3. customers cite ‘bad experience’ as a reason for disengaging with the brand. 67% In this environment, customers expect a seamless experience across all channels. In fact
  4. 4. CUSTOMER EXPERIENCE IS NOW THE FIFTH ‘P’ OF MARKETING. Businesses that don’t work to offer a seamless customer experience will get left behind. This SlideShare shows the difference in customer experience between two fictional brands, one who gets it right and one who doesn’t get it so right…
  5. 5. ELLA GETS HER MORNING PICK-ME-UP FROM BARISTA KING
  6. 6. JOSEPH IS A REGULAR AT CFC (COFFEE FOR COMMUTERS)
  7. 7. LET’S SEE HOW THEIR CUSTOMER EXPERIENCE DIFFERS…
  8. 8. RESEARCH
  9. 9. ELLA IS ON THE TRAIN TO WORK. She navigates to the Barista King app on her smartphone.
  10. 10. BROWSING THROUGH HER PREVIOUS ORDERS, SHE DECIDES ON A PUMPKIN SOY LATTE, LARGE. She also sees some of the new cake options promoted in the app, and considers trying one.
  11. 11. JOSEPH IS ON THE SAME TRAIN. He knows there is a CFC at the station, but they don’t have an app.
  12. 12. TO SAVE TIME LATER, HE GOES TO CHECK OUT THE MENU ON THEIR WEBSITE. The mobile site is awkward and requires opening the menu as a PDF. He decides to leave it for now.
  13. 13. MOBILE EXPERIENCE IS A BIGGIE of customers are less likely to engage with a brand after a bad mobile experience 52%
  14. 14. PAYMENT
  15. 15. ELLA HAS BUILT HER ORDER IN THE APP (she decided to get a cake too) and is ready for checkout.
  16. 16. SHE HAS PREVIOUSLY LINKED HER CREDIT CARD TO THE APP, SO DOESN’T NEED TO ENTER ANY PAYMENT DETAILS. She clicks ‘Pay’ and the order goes through. Her reward points tally goes up!
  17. 17. MEANWHILE, JOSEPH TRIED AGAIN and managed to open the PDF menu.
  18. 18. HE’S DEBATING WHETHER TO TRY A GINGERBREAD MOCHA OR STICK TO HIS USUAL AMERICANO. He knows he has a reward card somewhere but can’t seem to find it in his wallet...
  19. 19. NEARLY 2X AS MUCH as those not buying on mobile devices CONSUMERS WHO BUY GOODS USING MOBILE PAYMENT METHODS SPEND NEARLY
  20. 20. PICKUP
  21. 21. THE TRAIN ARRIVES. ELLA GETS OFF AND WALKS OVER TO THE BARISTA KING CAFE.
  22. 22. HER ORDER IS JUST BEING COMPLETED BY HER FAVOURITE BARISTA, LEO. She collects the latte and cake, thanks him, and heads off for work in a cheerful mood.
  23. 23. JOSEPH GETS OFF AT THE SAME STATION AND MAKES HIS WAY TO CFC.
  24. 24. HE JOINS THE QUEUE LOOKING NERVOUSLY AT HIS WATCH - HE CAN’T BE LATE TODAY. He decides it will have to be an Americano. No time for anything fancy!
  25. 25. PROMOTION
  26. 26. LATER THAT DAY, ELLA GETS A PUSH NOTIFICATION FROM THE BARISTA KING APP. She has racked up enough reward points to get a free coffee next time!
  27. 27. ELLA IS A HAPPY CUSTOMER.
  28. 28. JOSEPH ARRIVED LATE AT WORK AND IN A BAD MOOD THANKS TO THE LONG WAIT AT CFC. Browsing the internet on his mobile, he sees a programmatic ad for Barista King. Turns out there’s a branch at his station and they accept advance orders via an app...
  29. 29. HE DECIDES TO TRY IT OUT TOMORROW.
  30. 30. BAD CUSTOMER EXPERIENCE LOSES YOU BUSINESS. of customers switch brands due to real or perceived poor service 67%
  31. 31. THE MORAL OF THE STORY
  32. 32. BE LIKE BARISTA KING - offer a streamlined, joined-up, mobile-friendly customer experience.
  33. 33. THE CFCS OF THIS WORLD need to get their act together, or risk losing out big time.
  34. 34. TAKEAWAYS Customer experience is increasingly recognised as vital to marketing success The customer experience is complex today, in part because of the vast amount of data available Prospects and customers are now active on multiple channels before purchase Evidence indicates customers swiftly abandon brands that offer poor customer experience Alongside price, product, promotion and place, customer experience is now seen as the fifth key principle of marketing.
  35. 35. Visit oracle.com/marketingcloud Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Discover how you can create a seamless customer experience, download: The Customer Experienced Simplified Download now CUSTOMER EXPERIENCE SIMPLIFIED Deliver The Experience Your Customers Want Since the theme of this brief is to keep things simple, let’s be as simple and plain as possible: The customer experience (CX) is broken because the marketer experience is broken. However, it’s not entirely marketing’s fault. Legacy technology provides only a distorted view of the customer. That’s what creates the broken experiences. It’s the same technology that—while providing rich behavioral, demographic, and preference data—does not allow for silos of data to be shared across channels. The fact of the matter is the technology you use should provide, not some, but all of the following: • Robust third-party data to help you know your customers across every channel. • The ability to build a holistic customer view that incorporates preferences, behaviors, and personalization across devices and channels. • A complete CX platform for both B2B and B2C companies, allowing you to manage your customer experience at every touchpoint. Does your current technology do all this? Hold that thought.

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