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Customer Analytics - Separating the best companies from the great companies - Nov 2015 - final

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Customer Analytics - Separating the best companies from the great companies - Nov 2015 - final

  1. 1. Customer Experience: Focusing on customers – remembering why we do this November 2015 Ross McDonald ross@resilire.com.au
  2. 2. 2ross@resilire.com.au 2 Improving the customer experience improves your business Source: “The Value of Customer Experience, Quantified”, Peter Kriss, hbr.org, 1 August 2014
  3. 3. 3ross@resilire.com.au 3 1 2 7 4 5 7 10 12 12 14 25 6 1 9 16 10 13 14 8 9 2 13 10 8 9 11 14 11 16 1 7 6 8 0 10 20 30 40 50 Retaining existing customers & improving loyalty and satisfaction Measuring & successfully communicating what marketing has accomplished Acquiring new customers through improved sales-enablement Integrating siloed marketing applications Leading & supporting digital commerce Optimising the mobile channel Managing, collecting & making use of internal and external data Develop effective working relationships with your CIO Leading culture of change & company-wide innovation Leading marketing function including finding, developing & retaining staff Leading the customer experience cross-functionally at all touch points Percent of Respondents Top Increased Expectation Second Third Improving customer experience keeps the boss and peers happy too… …CEOs' No. 1 increased expectation of CMOs is to step up to leadership of the integrated cross- functional customer experience… “ ” Source: “Executive Summary for CMO Leadership, Accountability and Credibility Within the Csuite, 2014”, Gartner, 17 December 2014
  4. 4. 4ross@resilire.com.au 89 choices for this category, based on my history? Really?
  5. 5. 5ross@resilire.com.au Why do I have to scroll past six items to get the product I always buy? Why is “girls” presented higher when I always buy boys nappies?!?
  6. 6. 6ross@resilire.com.au 6 Charles Tyrwhitt “No ifs, no buts, just a great big thank you When you are a small company, trying to do something right, it is only with the support of your customers that you can succeed. So, thank you. This voucher is sent to show that when we say thank you, we mean it... We know you have plenty of choice – it means a great deal that you chose us, we hope that you will choose us again.”
  7. 7. Customer Empowerment in a Digital Age Connected, Personalised, Data-driven
  8. 8. 8ross@resilire.com.au 8 Customers rely on connected tools to solve problems and answer questions Source: “Consumers in the Micro-Moment”, Google/Galaxy, AU, June 2015 87%1in 2people turn to their smartphone for immediate information or advice when triggered by an unexpected problem or situation. of people who have consulted their phone while they were in-store said the information they got has influenced the brand they chose.
  9. 9. 9ross@resilire.com.au 9 Connected experiences create expectations
  10. 10. 10ross@resilire.com.au 10 The app knows I’m here and my preferences: why has nobody told the restaurant that I’ve been here before?
  11. 11. Customer Analytics and Business Decisions Pragmatic vs Perfect
  12. 12. 12ross@resilire.com.au 12 Ideal Customer Journey map holistically covers all personae, goals, stages, categories and outcomes GOAL GOAL GOAL GOAL Personae Occasion Category Purchase Channel CLICK & COLLECT IN STORE Touch points and Interactions by Stage
  13. 13. 13ross@resilire.com.au 13 How do I experience this? (i.e. why offer me trips to places I don’t go?) Destination Trips Melbourne 60 San Francisco 10 Auckland 7 Brisbane 6 Wagga Wagga 5 Singapore 4 Perth 3 Adelaide 3 Tamworth Zero Armidale Zero Ross’s Destinations Aug 2010-Oct 2015 (n=110)
  14. 14. 14ross@resilire.com.au 14 Remember: customer experience is about creating happy customers
  15. 15. 15ross@resilire.com.au 15 Pragmatically: focus on subset within control GOAL GOAL GOAL GOAL Personae Occasion CategoryTouch points and Interactions by Stage Purchase Channel CLICK & COLLECT IN STORE
  16. 16. 16ross@resilire.com.au 16 Prioritise the conversion journeys to be mapped Visitors - Category One Revenue - All Revenue from Category visitors Visitors - Device Revenue (all revenue from Category visitors - Device Organic Search Paid Search Email Direct Social Category One Desktop Tablet Mobile Source: internal data
  17. 17. 17ross@resilire.com.au 17 You’re not alone: free tools exist to help
  18. 18. 18ross@resilire.com.au 18 Start. Post-its & Paper. Fast beats Slow. Document. Share. Iterate. There is no substitute for getting started
  19. 19. The Bottom Line Customer Experience, Customer Analytics and Company Results
  20. 20. 20ross@resilire.com.au 20 Online rewards scale. Build fast; no second chance, no recovery 1996 1998 2000 2002 2004 2006 2008 2010 2012 MillionsofUsers (logscale) sixdegrees.com 1 million users (2000) friendster 8 million users (2008) MySpace 100 million users (2008) Facebook 955 million users (2012) Source: Michael Zeisser, “No Second Chance”, October 2011
  21. 21. 21ross@resilire.com.au Customer experience creates value 8.9 5.2 2.0 24.8 20.5 13.4 11.6 41.0 8.8 2.5 25.5 3.9 Online Asset Owners Valuations in the Travel Industry: “Cars” and “Accommodation” (US$ billion, 2015) Source: Google Finance. Public companies at Nov 2015; private companies at June & July 2015 based on latest funding round
  22. 22. Thank you ross@resilire.com.au

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