This document discusses designing a cross-channel strategy for small enterprise customers of Belgacom. It emphasizes creating an emotional customer engagement through consistent experiences across touchpoints. The strategic imperatives are to move from a multi-channel to cross-channel approach based on customer preference, with channels guided by behavioral principles to make customers feel proud to be with Belgacom. The vision is outlined as designing customer journeys, determining appropriate channels, optimizing the channel mix, and processes to ensure a simple and friendly experience across all channels.

1. A cross‐channel B2B customer experience
Tine Van Brandt, Director SME channel strategy & transformation, Belgacom (@TineVanBrandt)
Geert Martens, Competence leader customer experience, 4C Consulting (@geert_martens)
Berlin, 19th April 2012
Berlin 19th April 2012
Prepared for the IIR Telecoms Customer Experience Summit

2. 4C Consulting | Service portfolio
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Customer E
Experience M
i t
Management
Naïve‐to‐Natural | Emotional Signature | Moments of Truth | Multi‐channel Strategy | Unique Customer View | CRM Roadmap
Marketing Excellence Sales Excellence Service Excellence
• Marketing Maturity Assessment • SFA Management & Automation • Customer Service Automation
• Campaign Management & Automation • Sales Portfolio Management • Self Service Strategy & Management
• Campaign Management Outsourcing
p g g g • Sales Middle Office • Complaints Handling
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• Marketing Resource Management • Training & Coaching
Customer Insight Management
Intelligent reporting | Data Quality | Data Integration | Advanced Analytics
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3. Book us for customer experience inspiration:
• Conference speaking
• Inspiration workshops
Hire us for customer experience transformation:
• Customer experience statement
• Emotional Signature
l
• Moments of Truth transformation
• CeX training & coaching
Geert Martens, competence leader customer experience
• Mobile: +32 477 365 166
• Email: geert.martens@4cconsulting.com
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeert
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• Slideshare: http://www.slideshare.net/gmartens

4. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
05 Key take‐aways
06 Q&A

5. Which channels will we use
for selling to and servicing of
for selling to and servicing of
our small enterprise customers?

6. Realize Deliver Optimize
our growthh Simple &
Si l & our cost‐to‐
objectives Friendly serve
Design a channel strategy
g gy
for the small enterprise market

7. Belgacom aims at growth
via emotional customer
engagement
Realize Deliver
our growthh 1 Simple &
Si l &
objectives Friendly
2
A consistent customer
Channel experience requires
strategy a coherent channel
strategy

8. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
05 Key take‐aways
06 Q&A

9. When your customer are emotionally engaged, they...
Forgive
Pay a price Cost less to Promote
Buy more operational Stay loyal
premium serve your brand
hiccups
Emotional
E ti l
Customer Engagement

10. Deliberate
& valued
on an emotional level
Perfect performance
Great customer
on all Moments of
p
experiences
Truth
Consistent
across touchpoints
& customer lifecycle

12. People will forget what you said,
people will forget what you did,
people will forget what you did,
but people will never forget how you made them feel.
Maya Angelou
Source: xprnc.be

13. Source: @ColinShaw_CX and @MicahSolomon

14. Source: xprnc.be

15. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE cross‐channel vision
05 Key take‐aways
06 Q&A

16. What’s the DNA
of the Belgacom experience?

17. Behavioral principles Emotional profile
We want
to make
to make
our customers
feel:
We want
to avoid that
our customers
feel:

18. Behavioral principles Channel strategy
Channel strategy imperatives
From multi‐channel to
cross‐channel
Customer preference
Proud to be SE
Channel guidance
Channel guidance
Channel performance

19. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE cross‐channel vision
05 Key take‐aways
06 Q&A

20. Multi‐channel Cross‐channel
inform
inform
ell
ell
se
se
serve
Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 serve Channel 1 Channel 2 Channel 3 Channel 4 Channel 5

21. Cross‐channel
inform
1 Design customer journey
2 Determine channels
ell
se
3 Design channel mix
serve
4 Design channel journeys
5 Design processes Channel 1 Channel 2 Channel 3 Channel 4 Channel 5

22. 1 Design customer journey
3. Research
2. Search 4. Compare
p
9. Get Help 10. Personalize
1. Discover
5. Decide
8. Use
11. Friend
6. Purchase
6 P h
7. Install
Source: Based on “Welcome To The Era Of Agile Commerce”, Forrester, March 2011. Adjusted for the Belgacom SE market by 4C Consulting

23. 2 Determine channels
web – website - etail Inbound & outbound
Website & apps Online & offline

24. 3 Design channel mix
1 2 3
4 5
3. Research
6 7
1 2 3 9 10 11 1 2 3
4 5 4 5
2. Search 4. Compare
6 6 7
9 10 11 9 10 11
1 2 3 2 3
4 5 4
9. Get Help 10. Personalize
6 6
9 10 11 9 10 11
1 2 3
4 5
1. Discover
6
1 2 3
9 10 11 2
2 4 5
4 5 5. Decide
8. Use 4 5 6 7
6 11. Friend 9 10 11
2 3
1 2 3
4
4 5 6. Purchase
7. Install 6 7
6 7
9 10 11
9 10 11
1 Web 2 Website 3 Etail 4 Mobile 5 Social 6 Contact center 7 Field sales 9 BusShop 10 ResShop 11 MassDistri

25. 4 Design channel journeys

26. 5 Design processes
Support:
ersonalize
2. Search
1. Discover
6. Purchase
4. Compare
7. Install
9. Get Help
11. Friend
8. Use
3. Research
5. Decide
Customers
that require
that require
10. Pe
.
.
.
“human”
support in
their customer
their customer
journey in
order to make
a purchase
decision

27. Content
01 Context & objectives
Context & objectives
02 Why customer experience?
y p
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
05 Key take‐aways
06 Q&A

28. Deliberate
& valued
on an emotional level
Perfect performance
Great customer
on all Moments of
p
experiences
Truth
Consistent
across touchpoints
& customer lifecycle

29. Simple & Friendly: the Belgacom customer experience
Behavioral principles Channel strategy
Channel strategy imperatives
From multi‐channel to
cross‐channel
Customer preference
Proud to be SE
Channel guidance
Channel guidance
Channel performance

30. People will forget what you said,
people will forget what you did,
people will forget what you did,
but people will never forget how you made them feel.
Maya Angelou

31. geert.martens@4Cconsulting.com @geert_martens
www.4cconsulting.com
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert