Presentation prepared for Meltwater Webinar on Holistic Customer Experience in the Digital Age. The presentation gives overview on how providing good customer experience is essential for success of a brand

1. 11
Designing a Holistic Customer Experience
for the Digital Age

2. 2
- Co-Author of Tech Book
- Head, Marketing – Hitech Vertical, @Tech
Mahindra
- Co-Founder and Co-Host - #SEOTalk Twitter
Chat, F&M Show
http://malharbarai.com
@MalharBarai – Twitter, Periscope
Malhar Barai –> Linkedin, YouTube, SnapChat

3. 3
Keep It Simple Stupid
K.I.S.S

4. 4

5. 5
Marketers expect customer experience to
be their primary differentiator
89%

6. 6
Consumers will manage relationship with
brands without interacting with human
85%

7. 7
will pay more for better customer
experience
86%

8. 8
89% 85% 86%
Marketers expect
customer
experience to be
their primary
differentiator
Consumers will
manage
relationship with
brands without
interacting with
human
will pay more for
better customer
experience

9. 9
But…the reality
Brands have
initiated the
transformation
91% 37%
brands aspire to be
leaders in CX within
their vertical
vs
Source Gartner, American Express, Oracle

10. 10
What can CX do for you

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CX Can

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Current State of CX
Source: https://econsultancy.com/blog/68746-understanding-the-customer-journey-70-of-apac-marketers-admit-little-channel-integration/

13. 1313
Understanding the Customer Behaviour

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The Customer has changed
Source: https://www.slideshare.net/Michael_Hinshaw/customer-think-cex-summitto-
slideshareand-mcorp103111/6-Smart_Customers_Digital_Innovations_The

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The age of ‘customer’

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What does today’s customer want?
“Let me connect and interact across any
channel at any time and get a seamless
anywhere anytime experience…”
“What’s in it for me? ‘Listen’ to me,
then send me relevant offers, when
I need them, where I need them
and when I want them……”
“Give me compelling content that finds me,
captures my attention and makes me want to
comment and share…”

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But…there are challenges
More than
one person is
responsible for
E2E experience
Experience at
touchpoints are
delivered in
silos
Metrics are
measured
at touchpoints
and in silos
Limited
visibility
to customer
outcomes and
cross functional
handoff

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Goal is to solve the disjointed experience

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Mapping the Customer Journey

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Most often this happens

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The New Customer Journey
Awareness Familarity Consideration Purchase Loyalty
Linear Journey to more Cyclical Journey

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Designing for Future

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#1. Give Brand Experience
Source: http://www.slideshare.net/jackmortonWW/customer-experience-360/32-Invite_participationBuild_around_usersInspire_sharingCreate

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#2. Tell Brand Story

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#3. Invest under the hood
Over 3800 martech tools listed in the graphic above, choose the one that fits
your budget

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#4. Listen Continuously
 Look at competition
 Get alerts for your brand mention
 Setup notifications for negative mentions
 Don’t miss to engage with your customer/prospects

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#5. Design for each touchpoints

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What success looks like

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http://malharbarai.com
@MalharBarai – Twitter,
Periscope
Malhar Barai –> Linkedin,
YouTube, SnapChat