Customer Experience - Digital channels

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Customer Experience - Digital channels

  1. 1. PROSPECT JOURNEY ADVOCATE JOURNEY STORY πŸ”Ž πŸ“• β™₯ AWARENESS DISCOVERY ATTRACTION INTERACTION PURCHASE USE ADVOCACY CUSTOMER EXPERIENCE MANAGEMENT
  2. 2. BUSINESS GOALβŒ– To nurture satisfied customers.
  3. 3. HOW TO ACHIEVE THAT GOAL?βŒ– Knowledge about each customer enables you to treat him as an individual.
  4. 4. WHY DO WE NEED CEM?βŒ–
  5. 5. Knowledge is nothing if organizations fail to act or react to customers needs. Customer Experience Management comes into play. WHY DO WE NEED CEM?βŒ–
  6. 6. BUT WHAT IS CEM?πŸ‘€
  7. 7. A strategy that focuses the operations and processes of a business around the needs of the individual customer. BUT WHAT IS CEM?πŸ‘€ β€” Wikipedia This includes awareness, discovery, attraction, interaction, purchase, use and advocacy.
  8. 8. BUT WHAT IS CEM?πŸ‘€
  9. 9. BUT WHAT IS CEM?πŸ‘€ It can also be used to refer to an individual experience over a single transaction; the distinction is usually clear in context. β€” Wikipedia
  10. 10. CORE BUSINESS APPS INFRASTRUCTURE DIFFERENTIATION LAYER FOUNDATION LAYER INNOVATION LAYER THE CEM ARCHITECTURE CUSTOMER TOUCHPOINTS ξ©€ WEB  MOBILE πŸ’¬ SOCIAL NETWORKS πŸ“ž CONTACT CENTER  SHOPS  CRM BPMINFORMATION IN DIGITAL HUMAN ⬇ INFORMATION OUT ⬆ BUSINESS INTELLIGENCE MARKETING AUTOMATION REAL TIMEKNOWLEDGE MANAGEMENT API’S ERP BILLING ETL/MIDDLEWARE DQ MDM CUSTOMER πŸ‘€
  11. 11. BABY STEPS…⋆ Customer Experience is related to Strategy, Processes and Technology. With technology alignment as target, the following are the steps to CEM.
  12. 12. AWARENESS1 The first step in the relationship with customers is Brand Awareness
  13. 13. AWARENESS1 DIGITAL CHANNELS HUMAN RELATION TRADITIONAL MEDIA  πŸ“° πŸ‘¨ It’s very important that the customer remembers the brand during his evaluation process
  14. 14. DISCOVERY2 Digital presence is a must The second phase of CEM is discovery, the majority of it (90%) is made on digital channels. ξ©€ WEB  MOBILE πŸ’¬ SOCIAL NETWORKS
  15. 15. DISCOVERY2 To enable visibility in Digital Channels, a good SEO strategy must be in place. SEO will help the brand to be visible in Google.
  16. 16. DISCOVERY2 Facebook or other Social Media presence is mandatory, but information is only visible from inside the network. Brands need to…
  17. 17. DISCOVERY2 How What Who Why Know
  18. 18. DISCOVERY2 The existence of a brand community will enable you to know more about each customer, and treat him as an individual. DIGITAL FINGERPRINT
  19. 19. DISCOVERY2 Use Social Networks to communicate and engage with customers, but link the information back to your Brand Community. SEO (GOOGLE) πŸ”Ž BRAND COMMUNITY SOCIAL NETWORKS β™₯ πŸ‘¨
  20. 20. ATTRACTING CUSTOMERS3 One of the keys to attract customers is to have relevant information available throughout customer journey and touchpoints. ξ©€ WEB  MOBILE πŸ’¬ SOCIAL NETWORKS πŸ“ž CONTACT CENTER  SHOPS DIGITAL HUMAN CUSTOMER TOUCHPOINTS
  21. 21. CUSTOMER INTERACTIONS4 All customer interactions should be personalized and make him feel special. For this, you need information.
  22. 22. CUSTOMER INTERACTIONS Be where your audience is! Digitally (forums, blogs, social media, brand community), in shops, contact centers, but keep in mind … 4
  23. 23. Word of Mouth πŸ’¬ Your customers talk a lot
  24. 24. CUSTOMER INTERACTIONS Word of Mouth Is an integral part of customer experience (Advocacy). It’s a closed loop, so treat your customers well! 4
  25. 25. CUSTOMER INTERACTIONS Know the needs of each customer, and personalize the offer. Individualize πŸ‘¨ 4
  26. 26. PURCHASE One of the key stages of the Customer Experience is Purchase. To enable a good experience, the purchase process must be aligned. 5
  27. 27. PURCHASE Along the way, collect information about your customer, to personalize and recommend the best offer. 5
  28. 28. PRODUCT/SERVICES USE After the purchase, and with the usage of the products and services, it’s very important to keep in touch with each customer. 6
  29. 29. CUSTOMER ADVOCACY All the steps of this experience influence his level of recommendation to friends and family. 6 πŸ‘
  30. 30. To truly understand our customers, we must see the world through their eyes.
  31. 31. Thank you
  32. 32. QA
  33. 33. www.dri-global.com jorge.teixeira.silva@dri.pt
  34. 34. All images are under Creative Commons rights. Daehyun Park https://www.flickr.com/photos/deanhp/4561917627 Justine Warrington https://www.flickr.com/photos/78817000@N00/2109674362 Ajleon https://www.flickr.com/photos/24756124@N02/3663334201 Landrovermena https://www.flickr.com/photos/landrovermena/8096031797 Charlene Mcbride https://www.flickr.com/photos/34034435@N00/4581783340 Nerovivo https://www.flickr.com/photos/22767170@N00/384027019 Grendelkhan https://www.flickr.com/photos/98425334@N00/126791351

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