Digital Customer Experience CX.pdfA strategy that transforms the experience for your customers &...
Transcript of Digital Customer Experience CX.pdfA strategy that transforms the experience for your customers &...
© 2015 Forrester Research, Inc. Reproduction Prohibited 2
Digital Customer Experience
The world is changing around us
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Customers are more demanding Digital is integral in our lives
What users say
Accordingly, the way we interact with customers needs to evolve to be more Digital
“How come new customers get a better deal? I don’t
feel valued for my loyalty!”
“Why can’t I get the same offer you
have online?
Sorry I can’t tell you the status of your order… I don’t have
access to branch systems
“Why do I have to wait 5 days? I need
it today!”
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I research I choose I try I buy I remain
Common Buyer Journey
Customers compare their shopping experience not only against your competitors, but also against other industries
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A clear Digital strategy becomes key for survival, where
digital is not a Channel but rather an Enabler to the
whole organisation to achieve the desired Customer Experience
Surviving this digital disruption means that your digital strategy must cover the end-to-end customer lifecycle
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Digital Service
Digital Marketing
Digital Sales
powered by Big Data and enabled by Technology
With the relevant digital Products & Services*, the transformation covers:
* where applicable, companies can introduce digital products & services (i.e. music, TV, etc)
A strategy that transforms the experience for your customers & maximises your opportunities
Digital Marketing
• 360 Customer View
• Digital Content Management
• Real–time, Contextual Marketing
Digital Sales
• Personalised Experience
• Lead Management
• Order Management & Fulfilment
• Sales Support
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Digital Service
• Proactive Care
• Automated & Self Care
• Personal Care
Provide personalised service using integrated digital support and
highly skilled advisors
Start in any touchpointComplete in any touchpoint
Leverage customer data to drive real-time, contextual advertising,
messages and offers
Relevance Convenience Serenity
… and is implemented consistently and seamlessly across channels
Digital Marketing
• 360 Customer View
• Digital Content Management
• Real–time, Contextual Marketing
Digital Sales
• Personalised Experience
• Lead Management
• Order Management & Fulfilment
• Sales Support
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Digital Service
• Proactive Care
• Automated & Self Care
• Personal Care
Provide personalised service using integrated digital support and
highly skilled advisors
Start in any touchpointComplete in any touchpoint
Leverage customer data to drive real-time, contextual advertising,
messages and offers
Relevance Convenience Serenity
Single Channel Multi Channel Cross Channel Omni Channel ONE CHANNEL
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Where Customer Experience becomes your new currency!
• Customers can do:• whatever they choose• wherever the want• whenever they like
• Seamless & consistent experience
• Same sources of information across all touchpoints
Telephony
MobileStores
Online
TV
Digital is the enabler
One Channel
Our methodology for Digital Transformation focuses on 5 key pillars
10 11 July 2019
Customer Outcomes
Hard Enablers
Soft EnablersOperating Model
Customer Touchpoints
Success KPIs
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5• Acquisition Market Share * • Distribution Efficiency *
• T-NPS * • Revenue Increase *
Relevance Convenience Serenity
IT Capabilities
Processes, People and Organisation Metrics and Rewards Pricing Strategy
* Sample KPIs for Digital Sales
With a tested 7-step Design Thinking approach, you can ensure your investments are well spent
7.Results
6.Implementation
5.Assessment
4.IT Architecture
3.Capabilities
2.Business Model
1.Customer Journeys
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Strategy Implementation
source: Deloitte – Strategy, not Technology drives Digital Transformation85% of executives are not strongly confident their organisations have a clear and coherent digital strategy *
* Source: Deliotte – Strategy, not Technology Drives Digital Transformation. 2015
Inspiring case studies of Digital Transformation
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Seamless Experience• Omni Channel Revenue: 50% of total sales• Online/Mobile Revenue: £2bn+• Focus on One Channel
Segment of 1• Online Sales Transactions: 300% increase• Online Revenue: 60% of total sales• Focus on Digital Marketing
Personalised Experience• 90% Excellent / Very Good ratings• Additional daily visits: 3,000• Focus on Digital Service
Digital Showroom• 60% conversion rate increase• Stock per showroom: 4 cars only• Focus on Digital Sales
Digital Products• 20% YOY Growth• Most Powerful Brand 2017• Focus on new Products & Services
KEPLER GATEwww.keplergate.com
Address: 71-75, Shelton Street, Covent Garden, WC2H 9JQ London, UKTel: +44 (0) 2081 333171Email: [email protected]
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