This document summarizes a presentation on differentiating digital customer experiences. It discusses how customer behavior is changing with mobile and social media, and that firms must define a clear digital customer experience strategy using tactics like personas and customer journey mapping. It also provides examples of how companies like Burberry and TeliaSonera have created unified customer experiences across digital and physical channels. The presentation recommends adopting tools to support real-time customer insights, partnering with digital agencies, and creating a roadmap to transform the digital experience.
11. . . . investing . . .
Source: January 18, 2011, “How To Build Online Experiences Of The Future” Forrester report
Image source: Fidelity (https://www.fidelity.com/)
12. . . . finding a place to live . . .
Source: December 17, 2010, “Mobile Augmented Reality” Forrester report
Image source: MeilleursAgents.com (http://www.meilleursagents.com/)
13. . . . getting service . . .
Source: February 9, 2011, “Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business” Forrester
report
Image source: Giffgaff (http://giffgaff.com/)
15. Define a digital customer experience
strategy
Company brand
attributes and business • Define brand attributes
objectives
Customer goals,
• Develop deep customer
behaviors, and understanding
Digital
touchpoint use customer
experience
• Consistency
Capabilities of • Choice strategy
touchpoints • Continuity
CARS: attributes of • CARS means:
next-generation digital Customized, Aggregated,
experiences Relevant, Social
16. Digital experience strategy flows from
company strategy . . .
Company strategy Customer expectation of Brand experience Digital customer
the brand strategy experience strategy
Source: July 13, 2011, “How To Develop Your Digital Customer Experience Strategy” Forrester report
17. Understand the “who” and the “how” of
your customers
Customers’ goals Content
What do customers need
Who are they, what are
to do to accomplish their
their goals and behaviors?
goals?
Digital customer
experience
strategy
Personality Touchpoints
How should the brand be
Where do customers
expressed throughout all
consume content?
interactions?
Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report
18. Understand the “who” and the “how” of
your customers
Customers’ goals Content
What do customers need
Who are they, what are
to do to accomplish their
their goals and behaviors?
goals?
Digital customer
experience
strategy
Personality Touchpoints
How should the brand be
Where do customers
expressed throughout all
consume content?
interactions?
Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report
21. Burberry’s online content entices customers and
provides a seamless connection to the store . . .
Source: Burberry (http://uk.burberry.com)
22. The store acts as a physical manifestation of the
digital experience.
Source: Burberry (http://uk.burberry.com)
23. Video and audio displays reflect Burberry’s brand
and create occasional rain showers . . .
Source: Burberry (http://uk.burberry.com)
24. . . . emphasizing the store’s connection with
Burberry’s signature trench coat . . .
Source: Burberry (http://uk.burberry.com)
25. . . . which is extended through Burberry’s social
media activities, such as “Art of the Trench.”
Source: Burberry - Art of the Trench (http://www.artofthetrench.com)
26. TeliaSonera unified its multichannel customer
experience across multiple countries
Source: TeliaSonera (http://www.teliasonera.com)
27. Websites, television, and mobile interfaces are
consistent in tone — but not identical.
Source: TeliaSonera (http://www.teliasonera.com)
28. The same visual patterns and color schemes are
carried through to offline channels, like the store . . .
Source: Fjordnet (http://www.fjordnet.com)
29. Content and functionality reflect customer needs and
expectations of the touchpoints.
Source: TeliaSonera (http://www.teliasonera.com) and Facebook (http://www.facebook.com)
31. Adopt customer-centric tactics to build
differentiated digital experiences
Qualitative research
Personas
Customer journey maps
Voice of the customer programs
32. Qualitative research reveals customers’
goals, content needs, and behaviors
Exploratory Evolutionary Evaluative
Determine what Validate concepts Test a concept in use
people do and how
Uncover perception gaps Uncover what people do
Uncover unmet needs in existing tools with a specific interface
33. Personas enable teams to align on a
common understanding of the customer
Source: August 27, 2009, “Persona Best Practices Of Interactive Agencies” Forrester report
35. Voice Of Customer (VOC) programs
keep organizations responsive to
customer sentiment in real time
August 2011 “Lessons Learned From The 2011 Voice Of The Customer Award Winners”
37. Keep track of your customers’ evolving
digital behavior
38. Adopt tools that support decision
making in a rapidly changing market
Source: June 22, 2011, “The Customer Experience Ecosystem” Forrester report
39. Partner with agencies with digital skills
and customer-centric philosophy
Source: June 16, 2011, “Where To Find Help For Interactive Design Projects In Europe, 2011” Forrester report
40. Build a road map for digital experience
transformation
Gather input from key stakeholders.
Do a deep dive on customers’ real needs.
Map core customer journeys.
Uncover gaps in what you have today.
Identify and prioritize near-, mid-, and long-
term projects.
Plan the activities that will help you
implement.
41. Assess the relative importance of each
interaction point
Importance to Importance to Impact on
Overall
the business customers users
Public site
Mobile application
Tablet application
Mobile website
Low Moderate High
42. Prioritize key initiatives
Clarity Severity Feasibility Affordability Return Overall
1. Improve functional aspects of site 3 2 3 3 2 13
2. Improve app usability 2 2 3 3 2 12
3. Deploy new mobile payment
functionality
3 1 3 2 1 11
4. Add reviews to product overview
pages
2 2 3 3 1 11
5. Improve self-service capability 3 2 2 1 3 11
6. Showcase apps/dashboards on
public site 2 2 2 3 1 10
7. Create regional site for Europe 2 2 2 2 2 10
8. Create site for China 2 2 1 1 2 8