As consumer behaviours change in the digital landscape, find out why customer experience matters now more than ever.

1. The better the question. The better the answer.
The better the world works.
Winning in the Age of Customers –
Why Customer Experience Matters
26 July 2017
Joan Tan, Director, Ernst Young Advisory

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We've had three big ideas at Amazon that we've
stuck with for 18 years, and they're the reason
we're successful: Put the customer first. Invent.
And be patient.
– Jeff Bezos, CEO
“1-Click” purchases
World’s Largest online retailer
Free two-day shipping and
same-day delivery for
members (US only)
3
What comes to mind?
Source: https://www.washingtonpost.com/lifestyle/style/jeffrey-bezos-washington-posts-next-owner-aims-for-a-new-golden-era-at-the-
newspaper/2013/09/02/30c00b60-13f6-11e3-b182-1b3bb2eb474c_story.html

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McDonald’s vision is to be the world’s best quick service
restaurant experience. Being the best means providing
consistent quality, service, cleanliness, and value so
that we make every customer in every restaurant smile
What comes to mind?
Fast food
Happy meals
Seamless drive-through
experience
Source: OM 5 by David A Collier, James R. Evans, 2015, Cengage Learning

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”A great way to fly”
Going the extra mile
Youngest fleet in the
industry
What comes to mind?
Singapore Airlines is not only about attention
to detail…but actively engaging our customers
and delivering a consistently high standard of
service on all of our flights.
– Mr Goh Choon Phong, CEO
Source: http://airlines.iata.org/ceo-interviews/ceo-interview-building-on-strong

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Working on including
some tips and examples
that are sanitized for
public sharing
Megatrends
Drivers of disruption
Source: http://www.ey.com/gl/en/issues/business-environment/ey-megatrends-the-upside-of-disruption

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Megatrends
Empowered customers
Today’s customers co-create…
..speeding time to market, improving quality and
reducing false starts
Customers are willing to pay for
what they value
..but need to be appealed to in
their full complexity
Changing how companies create, deliver
and measure value
Experience is becoming more
important than product
Today’s customers
understand their
commercial value
..but they can ignore you if they
are disinterested or displeased.
Customers build brands…
Companies must effectively manage a mix of
channels…
…putting a premium on data collection and
analysis
In this culture of niche, everything must be
personalized
Source: http://www.ey.com/gl/en/issues/business-environment/ey-megatrends-empowered-customer

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Giving me choice
Making me feel
unique
Making re-ordering
easy for me
Inspiring and
enabling me to get
the latest trend
Giving me new
experiences
Reassuring me Surprising me with
value
Saving me time
Giving me what I
want, when I want it
Giving me control
Giving me relevant
offers
Making sure I
never run out
Changing Customer Behaviours and Emerging Trends
Disrupters are taking share as they redefine customer experience
Source: EY

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Changing Customer Behaviours and Emerging Trends
Singapore - Digital snapshot
► 1000 digitally active respondents
► Aged between 18-69 years
► Reside in Singapore
► Identify consumer digital
attitudes, experiences and
expenditures
► What matters for digital
experiences
► Implications for Singapore
businesses
► Gender and age differences in
digital attitudes and behaviours
Who? What? How?
Source: http://www.ey.com/sg/en/services/advisory/ey-savvy-singapore-decoding-a-digital-nation

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Changing Customer Behaviours and Emerging Trends
Singapore - Digital snapshot
Source: http://www.ey.com/sg/en/services/advisory/ey-savvy-singapore-decoding-a-digital-nation

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Changing Customer Behaviours and Emerging Trends
Singapore – Attitudes to digital shopping
Source: http://www.ey.com/sg/en/services/advisory/ey-savvy-singapore-decoding-a-digital-nation

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Changing Customer Behaviours and Emerging Trends
Singapore – Goods and services consumption
Source: http://www.ey.com/sg/en/services/advisory/ey-savvy-singapore-decoding-a-digital-nation

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Changing Customer Behaviours and Emerging Trends
Singapore – Important factors for a high quality digital experience
Source: http://www.ey.com/sg/en/services/advisory/ey-savvy-singapore-decoding-a-digital-nation

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Changing Customer Behaviours and Emerging Trends
Singapore – Important factors for a high quality digital experience
Source: http://www.ey.com/sg/en/services/advisory/ey-savvy-singapore-decoding-a-digital-nation

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Creating Experiences to Satisfy Empowered Customers
“Outside-in and Inside-Out approach
Brand
experience
Purchase
experience
Service
experience
Departure
experience
Personalization
Interactions / transactions
No match =
value leakage
Match =
improved
experience
Interactions
Company capabilities
Innovation =
surprise and
delight
Experience Led Transformation: driven by voice of the customer (outside-in)
Marketing Sales
Service and
operations
Tools and
technology
Analytics
and insight
Capabilities design: company capabilities to deliver experience design (inside-out)
Business
outcomes
and results
Customer, employee and partner experiences
Align customer experiences to a company’s capabilities
Source: EY

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Creating Experiences to Satisfy Empowered Customers
The retail experience
Pre-arrival
ê Research via
online/social
channels and
mobile
devices
ê Store/mall
recommendat
ions from
family and
friends’
reviews
Arrival
ê GPS wayfindng
on mobile
devices
ê Location based
alerts
ê Chatbots for
instant help
In the store/ mall
ê Personalised/ lifestyle/
experiential
ê Flagship/ exclusive in-store
assortment
ê Popup online stores
ê Integrate store with e-
commerce/ m-commerce
through tools including:
ê Online/ mobile shopping
lists
ê Scan Go and eReceipts
ê Savings Catcher
ê Purchase decisions influenced
by family and friends reviews
ê Click and collect
Departure
ê Eliminate need to
carry shopping
bags:
ê Delivers your
shopping to your
home or hotel
ê Multiple drop off
points
Post Departure
ê Transparent,
responsive,
engaging,
consistent
messaging (on
and offline)
ê Personalised
rewards and
redemptions
anytime
Source: EY

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Creating Experiences to Satisfy Empowered Customers
The hotel guest experience
ê Greater control over
experience through
self serve options
ê Immersive experience
in line with hotel
brand identity
ê Room service robot
ê Track the progress of
their room service as
it is brought into the
elevator and down the
corridor to their hotel
room.
Stay
ê Make
customisation
requests - select
the exact room
they want, order
meals, etc. ahead
of time from
anywhere
ê Mobile check-in
and ‘room ready’
alerts
Pre-arrival
ê Check in, unlock
room and
elevators using a
digital key
ê Recommendations
on places to eat
and drink based
on real-time
information
ê Seamless
vendor/partner
experience
Arrival
ê Check out,
unlock room
and elevators
using a digital
key
ê Seamless
vendor/partner
experience
Departure
ê Communicate with
hotel staff before,
during, and after
their stay from
anywhere
ê Transparent,
responsive,
engaging,
consistent
messaging (on and
offline)
Post Departure
Source: EY

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Creating Experiences to Satisfy Empowered Customers
The dining experience
Dining Departure Post DeparturePre-arrival
ê Research, make
reservations and
food orders ahead
of time via
multiple channels
ê Dining
recommendations
from family and
friends’ reviews
ê Tech driven food
delivery
Arrival
ê Ability to identify
returning customers
and make
recommendations
based on previous
visits
ê Tabletop tablet
menus that take
orders and send
them direct to the
kitchen
ê High-quality,
innovative foods
concepts in fast-
casual environments
ê Create your taste
dining
options/experience
ê Manpower lean,
efficient, self serve
model
ê Visually appealing
food for social
media
ê Pay when ready
ê Tabletop tablet,
online, mobile
feedback
ê Transparent,
responsive,
engaging,
consistent
messaging (on and
offline)
ê Personalised
rewards and
promotions based
on dinning
frequency and
preferences
Source: EY

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Customer Experience (CX)
The difference for high-growth entrepreneurs
Customer
Focus their
business on
providing a
differentiated
customer
experience by
predicting
customers’
needs and
delivering
personalized
value
Digital,
Technology,
Analytics
Digital is the
primary driver
of customer
value and
business
strategy and
has redefined
the business
model
The EY 7 Drivers of Growth
Market Leadership
Source: https://betterworkingworld.ey.com/growth/is-customer-obsession-an-ideal-or-the-imperative-for-growth

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Customer Experience (CX)
Where you are today and your aspiration
Source: EY

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Leadership
Strategy
Customer Experience (CX)
Where to start
What attributes of customer experience are important to your customers?
Where can the biggest difference be made?
What is the likely impact in terms of revenue and costs?
What needs to be done and when?
Source: EY

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Customer Experience (CX)
Where to start
1. Understand your customers in terms of:
► Their needs and value
► The rational and emotional drivers of your customer’s behavior
► Stages and touch-points where you have the opportunity to “delight” your customers
1
2. Evaluate current capabilities and delivery performance:
► Across key customer journeys and touch-points evaluate:
► Your customers’ perceptions of their experience with you
► The maturity of your current capabilities and the impact on the experience delivered
2
3. Define vision of future state:
► Create a compelling vision for exceptional customer experience
► Define the capabilities required to deliver desired level of experience
► Prioritize capabilities and high impact stages/touch-points for change
► Identify “quick wins”
► Commit to a clear course of action
3
4. Measure results and link rewards and recognition to excellent customer experience
► Deliver with regular tracking and monitoring
► Use results to reward, recognize and refine your approach
4
Source: EY

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About EY
At EY, our purpose is to build a better working world for our clients, our people and our communities. We strive to help create a legacy of improved business performance, confidence and trust.
At the heart of our approach is helping you create a differentiated customer experience. We work with you to engineer better experiences directly with customers to generate more loyalty and engagement.
Customer Offerings
Experience-led transformation
We design cutting-edge customer experiences with an “outside in” customer centric perspective.
Customer technology transformation
We apply key technology trends to develop an effective roadmap aligned to business priorities.
Customer strategy and operating model design
We create executable strategies to initiate, grow and sustain profitable relationships with consumer and business customers.
Customer insight and analytics
We can capture insights and create strategies for attracting, engaging and retaining profitable customers.
Pricing strategy and profit optimization
We can assist you to optimize your profitability by building, implementing, and sustaining advanced capabilities in pricing strategy, analytics, and price-setting.
Omni-channel strategy
We synchronize customer channels with the intent of presenting a consistent experience reflective of your brand, along with one consistent way of doing business.
For more information, please contact:
Joan Tan
joan.tan@sg.ey.com
© 2017 Ernst Young Advisory Pte. Ltd.
All Rights Reserved.
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www.ey.com
This material has been prepared for general informational purposes only and is not intended to be relied upon as accounting, tax, or other professional advice. Please refer to your advisors for specific advice.