How to win with the Customer Experience
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Transcript of How to win with the Customer Experience
© 2012 Accenture. All Rights Reserved.
How to win with Customer Experience
27th September 2012
© 2012 Accenture. All Rights Reserved.
Agenda
• Customer Experience
• The transformation
• Innovation driving value
2
© 2012 Accenture. All Rights Reserved.
What is Customer Experience?
3
Brand
Brand: positioning and management
Consumers are always communicating and in contact with brand and each other
Touch Points
The brand perception, the offering and consistent touch points interactions build the customer experience
Offering
Offering and pricing and customer target marketing activities
Customer Experience
© 2012 Accenture. All Rights Reserved. 4
… Given the very complex ecosystem, companies need to orchestrate their
activities through the multiple touch points in order to deliver a consistent customer experience
Touch Points …
© 2012 Accenture. All Rights Reserved.
What is the goal ?
5
The goal is to build customer advocacy. Positive customer experience drive competitive advantage, leading to faster organic growth and lower cost.
Pre-Purchase Purchase Post_Purchase
Awareness Knowledge Consideration Selection Loyalty Advocacy Satisfaction
Customer Experience
Customer Lifecycle
© 2012 Accenture. All Rights Reserved.
How do I obtain success?
6
The business logic is clear, but how can I execute it?
© 2012 Accenture. All Rights Reserved.
Agenda
• Customer Experience
• The Transformation
• Innovation driving value
7
© 2012 Accenture. All Rights Reserved.
Transformation 5 pillars activities
8
• Deliver customer-centric
employee training
• Re-engineer key business
processes
• Implement supporting technology infrastructure
Execute the customer
experience
transformation
Build support for
customer experience
efforts
• Evaluate the competitive
landscape
• Evaluate the role of
customer experience in an
industry
Define
a customer
experience Strategy
• Estimate the ROI of
better customer experience
• Create business cases
and communication plans
• Engage executives in the
transformation process
• Engage employees in the transformation process
• Choose appropriate
customer experience
metrics
• Design customer
experience dashboards and
reports
• Connect customer
experience improvements
to business metrics
Measure the business
impact Create a
transformation road
map
• Assess current experience
and organizational
capabilities
• Identify gaps between
current and desired state
• Design solutions and
new experiences
• Prioritize potential projects
and solutions
• Create a road map and timeline
© 2012 Accenture. All Rights Reserved.
What is the Innovation role to create a relevant Customer
Experience?
9
Innovation and technology as enabler to customer experience execution.
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Customer Satisfaction
Customer Experience
Analytics
CRM
Business Integration
Technology
Digital Marketing
Innovation
Customer Retention
Mobility
© 2012 Accenture. All Rights Reserved.
Agenda
• Customer Experience
• The transformation
• Innovation driving value
10
© 2012 Accenture. All Rights Reserved.
Customer experience through innovation: Holistic Model
11
“Customer experience
through innovation”
Loyalty and
mobility
Multi-channel journey
Social CRM
• Presence of the brand on mobile
before, during and after the shopping
experience
• Optimization of the loyalty program
to mobile device
• Provide services and
answers to clients using
cross-channel journey
• Presence of loyalty
program at each possible
touch points
• Listen to the voice of
the customer
• Explore new
opportunities on
social media
© 2012 Accenture. All Rights Reserved.
Loyalty and mobility
Examples of mobile apps
12
1. Mobile advertising
2. Mobile Couponing / Loyalty
3. Mobile Shopping
4. Mobile Store Finder
5. Mobile Payment
1
2
3
4
5
Interest in new mobile services
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Mobile is the new media supporting customer relationship
Loyalty and targeted couponing and payment
Relational marketing (mailing / club / peer interactions)
Services ( In store / advice / review / after sales)
Brand benefits
• Distinctive vs. competitors
• Modernity image / eco-friendly
• Costs savings
• Improve targeted campaign performance
• New customer interaction channel
2
3
1
4
5
• Fun
• New functionality / interactive usage
• Offers and services always available
• Chosen communication / interaction (no spam)
2
3
1
4
Customers benefits
Mobile can embed all major customer interactions in the
hand of the client available during his shopping trip A distinctive customer experience with lower cost
New
Shopping
Experience
13
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Zoom on innovative mobile applications 1/3
Couponing at Kroger
14
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Zoom on innovative mobile applications 2/3
Payment at stores at Starbucks
In selected Starbucks store, customers can pay their beverages
using the Starbucks Card Mobile App.
The device displays a barcode decoding your balance to
make purchases.
TV sizing at Walmart
Customer takes a picture of the area and selects the
desired location of the new televisor
The application finds the best TV size to fit the customer area
15
© 2012 Accenture. All Rights Reserved.
Zoom on innovative mobile applications 3/3
More personalized services to customers on mobile for Carrefour
Carrefour Cook
Loyalty program
& Shopping list
Wines
Mobile ecosystem
Catalogues
© 2012 Accenture. All Rights Reserved.
Zoom on Multi-channel journey 1/2
At home, you’re reading
Elle on your iPad and
tap an ad to browse a
personalized shoes
catalog
You see your friend is online
on Facebook liking the link
you posted, so you go
shopping together on the
retailer’s website
17
You walk by the retailer’s
new store and receive a
coupon via Bluetooth for
15% off any
shoes…good only for
the next 2 hours
In store, you use your
phone to scan the 2D
barcode on a shoe
you like, to read
other customer’s
reviews and see
what the shoe looks
like on the runway
© 2012 Accenture. All Rights Reserved.
Zoom on Multi-channel journey 2/2
You try on your shoes, take a picture
and upload it to Facebook to see
what your friends think
You need a bigger size, but the
store is out of stock.
The associate uses her
handheld to let you know the
other Chicago store has a pair
on hold for you, or they can be
shipped free of charge
You receive an MMS
thanking you for
your purchase,
with a digital
coupon for 20%
off a handbag
You use your phone
to pay and earn
loyalty points (via
Near Field
Communication)
18
© 2012 Accenture. All Rights Reserved.
Social media brings a fundamental change to interactions
Everyone
Everywhere
Everytime
High accessibility
“One-to-many” and “many-to-many”
High scalability
Enabled by Mobile technologies
High frequency
Real-time, easy to use, create &
disseminate
Anything
+
+
+
Facebook has announced 590M active
users
55% US mobile internet to access
social media
Personal vs. Professional
Citizen vs. Consumer
22% of Online Time Spent With Social
Media
Facebook avg. = 14 min/day
User-generated contents
Can go all direction, in un- or controlled way
19
© 2012 Accenture. All Rights Reserved.
Increasing potential of social networking sites to realize
business benefits
$6.5 million via Twitter discount coupons pointing to online @Dell outlet
More than 20,000 Twitter followers are advocates/influencers for newcomers
Piloted with Dell Swarm new pricing based on peer-to-peer promotions
Online community users spend 54% more than others users
Launching 165 tweets per day reaching 6000+ customers to promote self-service BT
Piloted Twelpforce: 2,500 employees answer questions in real time on twitter
Implemented 50 new products/service enhancement ideas out of 80,000+
Instead of TV, placed spot online, creating 17m views, so popular it made TV news
Increased Engagement
Decreased Costs
Increased Revenues
Increased Innovation
Customer Acquisition
Customer Experience
Customer Innovation
Across all areas
20
© 2012 Accenture. All Rights Reserved. 21
Thank you!
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