The Customer Experience Story: Seamless and Not So Seamless
EXPERIENCE STORY -
SEAMLESS AND NOT
HOW ONE BRAND GETS IT RIGHT,
AND THE OTHER GETS IT WRONG...
Marketers are faced with more data,
more channels and more technology
than ever before.
customers cite ‘bad experience’
as a reason for disengaging
with the brand.
In this environment, customers
expect a seamless experience
across all channels. In fact
NOW THE FIFTH ‘P’
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…
ELLA GETS HER MORNING PICK-ME-UP
FROM BARISTA KING
JOSEPH IS A REGULAR AT
CFC (COFFEE FOR COMMUTERS)
LET’S SEE HOW
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...
BE LIKE BARISTA KING
- offer a streamlined, joined-up, mobile-friendly customer experience.
THE CFCS OF THIS WORLD
need to get their act together, or risk losing out big time.
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.