Overview Customer Experience approach

1. The myth of customer centricity
Customer insights
Customer strategy
Proposition & innovation
Customer journey
Digital touch points

2. 2
75% of the organisations has
customer centricity in its
mission or strategy

3. 3
COMPLAINTS
SERVICE
WEBSITE
WEBSHOP
PRODUCT X REGION A
TEAM B
COMPANY

4. [Customer experience =
 Sum of experiences by
customers
 Consistent, valuable,
differentiated experiences
 Approach to improve
customer satisfaction,
service, loyalty ]

5. 5
2.
Customer
strategy
3.
Innovating
proposition
4.
Customer
journeys
5. Touch
points
innovation
1.
Customer
insights Customer
Experience
Source: Customer experience in de praktijk

6. Copyright © 2014 Capgemini Consulting. All rights reserved.
Website / web shop
All touch points seen from the viewpoint of your customers
Shops
Account
management
Social media
*Including phone, email,
chat, social media
Customers
using
multiple
channels &
touch points
Customer Journey A: ‘Product comparison’
Touch point
Contact centre*
x
x
x
x
x
x
x x
x
x
Channel switch Illustrative onlyWow moment

7. manfred.van.gurchom@capgemini.com
The myth of customer centricity
Customer insights
Customer strategy
Proposition & innovation
Customer journey
Digital touch points