Your customer demands a seamless experience, but why do we keep struggling to deliver that experience? Learn from real life mistakes and successes covering people, technology, and process, and walk away with practical tips. Salesforce Dreamforce to You Netherlands 2018

1. Kars Kooistra
Digital Officer DCX
22nd of November 2018
Unified Experiences demystified

3. Our experience experts

4. Loveable & memorable

5. The recipe
1. Heat the oil in a wok and stir-fry chicken
strips. Transfer to bowl.
2. Stir-fry finely chopped onions, carrot,
garlic, ginger and chili for five or ten
minutes.
3. Return cooked chicken to the wok, add
soy sauce, dried prawns and rice. Keep
stirring; add salt, sugar and pepper to
taste.
4. Crush the peanuts in a dry wok and fry up.
Transfer to bowl.
5. Fry the eggs separately.
6. Serve rice topped with the eggs; put
peanuts on the side. Cover with chopped
coriander.
7. Add chicken satay sticks for an Indonesian
banquet.

6. Memorable... Not lovable

8. “1 in 5 customers stopped
purchasing from a company after a
poor experience”
“One third of consumers would
rather clean dishes than visit a
retail store”
Source:
https://www.capgemini.com/wp-content/uploads/2017/06/dcx-research-new-branding-web-version.pdf
https://blogs.gartner.com/jake-sorofman/gartner-surveys-confirm-customer-experience-new-battlefield/
https://www.accenture.com/t20160825T041338__w__/us-en/_acnmedia/PDF-23/Accenture-Expectations-Vs-Experience-Infographic-June-2016.pdf#zoom=50
http://d16cvnquvjw7pr.cloudfront.net/resources/whitepapers/Omnichannel-Customer-Service-Gap.pdf
https://www.digitalcommerce360.com/2013/12/31/why-omnichannel-strategy-matters/
https://www.salesforce.com/blog/2016/12/consumers-want-more-personalized-marketing.html
https://www.capgemini.com/beyond-the-buzz/digital-customer-experience-new-approach-to-the-connected-customer/#the-disconnected-customer-what-digital-customer-leaders-teach-us
“89% of businesses soon expect to
compete mainly on customer experience
which is fast becoming the key brand
differentiator, above both price and
product”
“81% of customers are willing to
pay for a better experience”
“75% of customers expect a
consistent experience wherever
they engage be it web, social
media, or in person”
“87% of customers think brands
should put more effort into
providing a effort into providing a
seamless experience”

9. According to almost
everyone, the future of
Customer engagement
includes at least the
following items:
1. A CX focused strategy
2. Omnichannel touchpoints
3. Mobile apps
4. Artificial intelligence / Big data
5. Mobile payment
6. Personalization
7. Augmented/Virtual reality
8. “WOW” store design and
experiences
9. Machine learning
10. Bots

10. So why do we fail?

12. Let’s dig a little bit deeper

13. People
Process
Organisation
Technology

14. THE GOOD

16. STRESS

19. THE BAD

21. The strategy and ambition was there!

30. So what is the
recipe?

31. Learn from the Digital
Masters!
Our Digital Mastery study shows that Digital Masters do three key
things that set them apart
1. The Customer journey drives the transformation
2. They support and protect the ones that “Think Different”
3. Connected platforms
Source: https://dma.feedback.capgemini.com/

32. 1. Customer understanding
driving the transformation
Digital Masters:
• Identify the journey of both customers and employees
• Translate these journeys insights into needed functionality and
technology
• Build roadmaps based on Customer value and complexity
• Define a set of kpi”s for the customer journey and the
transformation itself to meassure success

33. 2. Change is hard
Digital Masters:
• Identify key employees that can drive change
• Bring them together and empower them
• Fully adopt fail fast & learn fast

34. 3. One platform & one truth
Digital Masters create an IT strategy that focusses:
• On using data in near real time
• Can move data to customer touchpoints and back
• Have a strong focus on integration and flexibility
• Use the platform to enhance the Customer Experience but also
their own performance

35. 35
Get to where you want need to be

36. Ready to take your calls
Thanks you!
Kars Kooistra
Digital Officer DCX
Kars.Kooistra@capgemini.com
+316 15 14 24 61