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Customer management in the age of Digital Engagement

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Slides of my guest-lecture for the University of Groningen Master of Marketing students. I discussed the cornerstones of modern customer management strategy which includes an analytics driven voice of the customer approach, a value driven contact strategy and digital customer experience transformation.

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Published in: Marketing
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Customer management in the age of Digital Engagement

  1. 1. CUSTOMER MANAGEMENT IN THE AGE OF DIGITAL ENGAGEMENT Wim Rampen CMO CX Company Feedback: @wimrampen
  2. 2. MY REAL JOB IS TO CREATE, SERVE AND KEEP A CUSTOMER
  3. 3. CX COMPANY. FOUNDED IN 2004. Launched 1st chatbot, with Rabobank on MSN in 2005
  4. 4. TravelFinance Retail Telecom Utility Logistics
  5. 5. LET’S START THE CONVERSATION
  6. 6. WHAT IS CUSTOMER CENTRICITY?
  7. 7. Customer centricity refers to the orientation of a company to the needsand behaviours of its customers, rather than internal drivers...
  8. 8. WHAT ARE CUSTOMER NEEDS..
  9. 9. DEFINE VALUE.. image courtesy:: http://www.flickr.com/photos/yalcin_arsan/4001627189/in/pool-crowded_multitude
  10. 10. Jan de Vuijst: “Waarde zit in de ogen van de klant.” Steve Vargo & Bob Lush: “Value can only be defined by its beneficiary”
  11. 11. VALUE, TO WHOM? Speed of answer Speed of answer + Inbound sales Speed of answer + Inbound sales + Customer Retention Speed of answer + Inbound sales + Customer Retention + Analytics driven up & cross-sell
  12. 12. VALUE, TO WHOM?
  13. 13. GOODS DOMINANT LOGIC: value is created at the moment of exchange, after that, the Customer is on his own image courtesy: http://www.flickr.com/photos/mithril/2764675971/ value exchange: when money and ownership or rights change hands
  14. 14. The new dominant logic: SERVICE LOGIC
  15. 15. WHO IS “RESPONSIBLE”? WHO CREATES VALUE? image courtesy: http://www.flickr.com/photos/yalcin_arsan/4055973255/in/pool-crowded_multitude
  16. 16. WHEN IS VALUE CREATED? image courtesy: http://www.flickr.com/photos/viriyincy/3594764008/
  17. 17. VALUE IS ALWAYS CO-CREATED IN CONTEXT
  18. 18. image courtesy: http://www.flickr.com/photos/mithril/2764675971/
  19. 19. WHY IS THIS
  20. 20. If value for the Customer is dominantly created after value exchange, i.e. IN USE, both scope and content of CUSTOMER STRATEGIES SHOULD SHIFT from dominantly focused on creating momentum for transactions and contact reduction to creating a continuum of interactions aimed to support customers’ value creation
  21. 21. SHIFTING CUSTOMER MANAGEMENT “PARADIGMS” image courtesy: http://www.flickr.com/photos/rakustow/3942156152/
  22. 22. SOURCE: COMPANIES ARE NOT IN A RELATIONSHIP WITH CUSTOMERS. PEOPLE HAVE RELATIONSHIPS
  23. 23. THE SAME “PRODUCTION” PROCESS FOR ALL CUSTOMERS?
  24. 24. CUSTOMER LIFETIME VALUE IS NO LONGER SUFFICIENT
  25. 25. LIFETIME + REFERRAL + NETWORK + KNOWLEDGE VALUE = TOTAL CUSTOMER ENGAGEMENT VALUE
  26. 26. 27 VOICE OF THE CUSTOMER CUSTOMER CONTACT STRATEGY CUSTOMER EXPERIENCE TRANSFORMATION OPERATIONAL CLOSED LOOP FEEDBACK MID & LONGER TERM IMPROVEMENT & INNOVATION CYCLES CUSTOMER MANAGEMENT IN THE ENTERPRISE TODAY CUSTOMER INTELLIGENCE & ANALYTICS (CRM)
  27. 27. VOICE OF THE CUSTOMER image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
  28. 28. Combines qualitative with quantitative Involves employees in closing the loop Analyses Journeys & Touchpoints Sets clear priorities VOICE OF THE CUSTOMER
  29. 29. CONNECTING THE DOTS WITH DATA ANALYTICS
  30. 30. CUSTOMER CONTACT STRATEGY image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
  31. 31. Product related Invoicing Info & sales requests IT-question Change record Contacts Trigger Trigger Hoge impact klanttrigger Lage impact klanttrigger Delta Lloyd trigger Externe trigger Betalen • Premiebetaling • Betalingsachterstand • Betalingsherinnering • Extra aflossen Claimen, uitkeren • Claim indienen • Expiratie • Bedrag uitkeren Gegevens wijzigen • Adres wijzigen • Persoonsgegevens wijzigen Vragen , informeren • Ontvangstbevestiging • Statusvraag • Informeren (polis, beleid) • Klacht indienen Product wijzigen • Dekking/bedrag/rente wijzigen • Afkoop • Product opzeggen IT-vraag • Gebruikersnaam, wachtwoord • Inlogprobleem • Technische vraag Change product IDENTIFY & CLASSIFY KEY CONTACTS & TRIGGERS
  32. 32. DESIGN STRATEGIES FOR EACH TYPE OF CONTACT
  33. 33. CUSTOMER EXPERIENCE
  34. 34. CUSTOMER EXPERIENCE EVOLUTION
  35. 35. IT’S THE CUSTOMER’S JOB
  36. 36. WHAT CHANNEL FOR WHAT CUSTOMER JOB?
  37. 37. Customer Management 1st job is to understand customers’ value creation process (= jobs & desired outcomes) and where in the process Customers fail to meet their desired outcomes. image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/
  38. 38. STEP I: UNDERSTAND KEY CUSTOMER JOBS OVER THE LIFECYCLE
  39. 39. STEP II: MAP JOB-STEPS IN DETAIL
  40. 40. STEP III: TOUCH-POINTS
  41. 41. STEP IV: AHA.. NOW I GET IT
  42. 42. CHATBOTS
  43. 43. What the..!?
  44. 44. Chatbots can be intelligent assistants, but they do not need to be Intelligent chatbots are automated self-service resources, offering consistent answers and responses to queries or instructions on behalf of brands or enterprise companies Bots, or Chatbots are automated, conversational software agents deployed most often inside of a messaging app, such as Facebook Messenger, Slack, WeChat, Spark and others.
  45. 45. MACHINE LEARNING TAKES (LOTS OF) TIME, EFFORT AND MONEY BECAUSE IT REQUIRES LOTS OF DATA, ADVANCED ANALYTICS CAPABILITIES AND MANY, MANY EXPERIMENTS (BUT IT CAN BE AMAZING WHEN APPLIED WELL)
  46. 46. RESULTS Humans: 90% Random: 44% AI High-score: 58% AI Low-score: 32% Babar wonders how he can get new clothing. Luckily, a very rich old man who has always been fond of little elephants understands right away that he is longing for a fine suit. WINOGRAD CHALLENGE Who is “he”?
  47. 47. NLP RECOGNITION RATE > 90% + AUTOMATED BUSINESS RULES + HUMAN BASED LEARNING = 15% - 50% LIVE CONTACT REDUCTION ACCORDING TO OUR CLIENTS
  48. 48. IN THE FURTURE, WILL YOU ALL BE..
  49. 49. Digital interaction volume Growth rate Live Contact growth rate if not automated?
  50. 50. WE NEED HUMANS AND ARTIFICIAL INTELLIGENCE TO WORK TOGETHER TO CREATE VALUE FOR CUSTOMER AND COMPANY WITH THE 80% TO 90% OF DIGITAL INTERACTIONS THAT CURRENTLY GO TO WASTE
  51. 51. Automate online FAQ-dialogue & promote the right channel for the job Transform key- journeys accross channels with pro- active notifications & conversational dialogue Unlock hidden value by creating new hybrid interactions & journeys that help customers get their job done NLP with rule-based automation Context and personalisation Advanced analytics & machine learning
  52. 52. THANK YOU! LET’S START THE DEBATE

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