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Delivering a Remarkable Customer Experience in 2016

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Table19 looks at six major trends influencing customer experience this year.

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Delivering a Remarkable Customer Experience in 2016

  1. 1. Delivering a Remarkable customer experience in 2016
  2. 2. What type of world will we be delivering Remarkable experiences in?
  3. 3. Irina Bokova Vesna Pusic Helen Clark
  4. 4. Moon Express
  5. 5. Late 2014, the autonomous-drive systems disengaged every 785 miles. By the end of 2015, the cars turned control over to the driver every X miles 53 test cars have logged more than 1.3m miles in California and Texas. X minor accidents with other vehicles
  6. 6. Late 2014, the autonomous-drive systems disengaged every 785 miles. By the end of 2015, the cars turned control over to the driver every 5,300 miles 53 test cars have logged more than 1.3m miles in California and Texas. 17 minor accidents with other vehicles
  7. 7. $3.5bn
  8. 8. £2,700
  9. 9. Improving a customer experience from merely average to something that wows the consumer can lead to a 30-50% in measures such as likelihood to renew or buy another product. McKinsey By 2020, customer experience will overtake price and product as the key brand differentiator. Walker
  10. 10. Which proves our Remarkable positioning will still be very relevant this year… Remarkable
  11. 11. Remarkable Filter
  12. 12. Good
  13. 13. Good Remarkable
  14. 14. Good Remarkable 6 Trends that will help us deliver a Remarkable difference
  15. 15. Trend 1
  16. 16. Vacation rental company, HomeAway, mocks Airbnb in its latest TV ad by showing you all the gross/weird things that can happen when you’re sharing a home with someone.
  17. 17. Closing the expectation gap
  18. 18. Closing the expectation gap David Mattin: Head of Trends at TrendWatching
  19. 19. Unmade (formerly Knyttan) is a knitwear company that lets customers personalise the design of jumpers and scarves online with the final product being made from scratch in store. Atom Bank wants its customers to tailor their mobile experience - from being able to choose their own logo and bank name (e.g. Seb’s Bank) to changing the colour palette of the app. Genu is a skincare brand that uses customers’ DNA results to inform the specifications of their anti-ageing skin creams. It doesn’t get more personalised than that.
  20. 20. 7 mins. That’s how long it takes financial-technology start-up Kabbage to approve a small business loan – nearly 5,000 faster than the 20 days it takes a typical bank.
  21. 21. At CES this year, WeChat demonstrated how you could control elements of a hotel room through the app. To speed up legal proceedings, a courtroom in China conducted their first trial via WeChat. The trial was concluded in 90 mins. KLM is now available on WeChat. The airline is broadening the number of social apps and channels through which it can deal with customer service enquiries. Burberry has been using WeChat to connect with Chinese consumers. Shoppers can stream runway shows live, request bespoke items as they appear on the catwalk, access exclusive information about products, watch VIP events and unlock exclusive audio content. Hailing a cab through WeChat is extremely popular in China. The service has been available since the start of 2014.
  22. 22. Facebook has just partnered with Uber to bring ride hailing to its app. It will soon partner with rival taxi service, Lyft. Messenger for Business enables brands to offer more personal and efficient customer service. Payments in Messenger simply requires you to link you debit card (if you have a US bank account) so you can make instant P2P payments.
  23. 23. Closing the expectation gap What can we do to help clients understand the expectations of their customers and deliver a Remarkable experience that meets and exceeds them?
  24. 24. Trend 2
  25. 25. Beneficial Intelligence
  26. 26. Beneficial Intelligence 5 Consumer trends for 2016 Trend Watching
  27. 27. Dom is Domino’s in-app virtual assistant to help you place pizza orders. The North Face uses IBM Watson to deliver a highly personalised interactive shopping experience on its website. ReThink is an anti-bullying software which can be downloaded to smartphones. It analyses text for harmful messages and asks the sender if he/she to reconsider what they’re sending. Hello Barbie uses AI to have human-like conversations with those who talk to her. She’s been designed to have natural, free- flowing discussions with children.
  28. 28. If VPAs start making decisions for you, then our industry, which is fundamentally about marketing to the pre-frontal cortex, will begin to market towards an algorithm. Mark Holden, PHD Media’s worldwide director of Strategy and Planning
  29. 29. Beneficial Intelligence Can we utilise technology to help our clients better predict and satisfy their customers' needs?
  30. 30. Trend 3
  31. 31. 1: The ability to identify moments through various forms of data analysis, including path-to-purchase data and monitoring of social media 2: The ability to target consumers in those moments through technology – for example through programmatic buying or through location-based messaging.
  32. 32. Micro-Moments
  33. 33. Four key moments.
  34. 34. Four key moments.
  35. 35. Four key moments.
  36. 36. Four key moments.
  37. 37. Case study videos …
  38. 38. Case study videos …
  39. 39. Case study videos … https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
  40. 40. “At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things spike up right around the same time all around the world, when baby goes to sleep.”
  41. 41. “At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things spike up right around the same time all around the world, when baby goes to sleep.” Using data and technology, Johnson & Johnson had found a new opportunity to connect with mothers. It had found a ‘moment’ of opportunity.
  42. 42. Johnson & Johnson created a series of videos for mums to help get their baby to sleep.
  43. 43. There’s a growing ability to link consumers straight to a purchase opportunity, for example through online ‘buy buttons’ – making every single piece of media (whether that’s owned, paid or earned) transactional.
  44. 44. Micro-Moments How can we help our clients identify the key moments or touchpoints where they'll be able to make a Remarkable difference?
  45. 45. Trend 4
  46. 46. Seeing is experiencing
  47. 47. Faster broadband, widespread free Wi-Fi and cheaper data plans make watching videos less challenging, whether in or out of home, on TVs, desktops, laptops, tablets and smartphones.
  48. 48. There’s a golden opportunity to use video to add value to the customer experience…and drive revenue: Consumers who watch videos while shopping online are 1.9 times more likely to buy than non-viewers. Invodo, “Video Commerce Benchmarks Report 2014
  49. 49. Brands using 360 videos
  50. 50. Seeing is experiencing
  51. 51. Seeing (hearing, touching, smelling) is experiencing Is there an opportunity for us to deliver a multi-sensory experience for our clients in order to leave more of a lasting impression on their customers?
  52. 52. Case study videos … https://www.thinkwithgoogle.com/case-studies/coca-cola-meets-consumers-in-the-moment-on-mobile.html
  53. 53. Trend 5
  54. 54. 50% increase in app downloads
  55. 55. Digital will continue to get physical
  56. 56. Digital will continue to get physical What can we do to help our clients better connect with their customers both digitally and physically?
  57. 57. Trend 6
  58. 58. Tales of authenticity and heritage are leaving a bad taste in consumer’s mouths as brands mercilessly misappropriate these values and divest them of meaning
  59. 59. 2016 will see more brands ‘humanising’ their marketing efforts with a people first approach built on real substance and purpose.
  60. 60. Currently, customers are seeking more engagement from brands. This trend will continue with customers becoming more demanding in their expectation of transparency. Genuine brands – the ones that “walk the talk” and create real value – will be rewarded. forbes.com Top 10 trends for 2016
  61. 61. Authenticity (Actions speak louder than words)
  62. 62. Authenticity (Actions speak louder than words) What can we do to bring our clients’ values to life in a way that their customers can relate to and believe in?
  63. 63. Thanks

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