Para fest 2010 changing the experience
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Transcript of Para fest 2010 changing the experience
changing the experience
esteban kolsky, thinkJar LLC
IS THIS HOW YOU DO EXPERIENCES?
© http://www.life.com/image/53373238
what is an experience
the total sum of all conscious events all providers create experiences for their
products or services experiences can be joint or separate events experiences are either rational or emotional experiences involve all five senses (maybe six?) experiences are designed money buys, and demands, experiences public utilities, monopolies and governments can
also create experiences
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easier to develop and manage depends on logical tradeoffs in
the client’s mind each experience requires a
balance between effort and results
rational experiences can be easily matched or improved
it only depends on the company price, discounts, quality, and
value, and benefits are examples of rational experiences
rational v emotional experiences
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depends only the client’s sentiments
not controlled by the company the experience must tap into
clients’ feelings and sentiments to be effective
lower quality emotional experiences are possible
price of goods or services is usually higher to accommodate the price of the experiences
builds over time only
rational emotional
customerservice
converging pressures on customer service
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loyalty
commoditization
demand
satisfaction
costs ofservice
customer centric shift
6
sales experienceevolution
&maturity
efficiency effectiveness
company customer
service experience
loyalty value
paradigm or generational shift
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1960s
1970s
1980s
1990s
2000s
generational generational generationalparadigm paradigm
PARADIGM SHIFT – SOCIETAL SHIFT, COMPANIES MUST REACT
GENERATIONAL SHIFT – BUSINESS MODEL SHIFT, COMPANIES CAN PLAN
whomever demands the change determines planning or reaction
paradigm or generational shift
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loyaltyeconomy
internetwww
personalcomputes
socialevolution
serviceeconomy
1960s
1970s
1980s
1990s
2000s
baby boomers generation x generation y
generational generational generationalparadigm paradigm
shifting relationship models
c
mr
s
m
rc
traditional 1:1relationship
socially enhanced 1:1:m relationship
the social experience
function
rules
channel
function
rules
channel
customer
business function
surv
ey
customer
community
experience
soci
al n
oise
(maybe)
traditional CRM (1.0)
sales marketingcustomer service
channels
c p e
legacysystems
datawarehouse
erp partner
c –customerp –partnere – employee
emailphonesmschatin-personsocial channels
directintegration,optional
feedbackmanagement
reports
the new SCRM
sales marketingcustomer service
channels
c p e
legacysystems
datawarehouse
erp cloud
m
m - communityc –customerp –partnere - employee
feedbackmanagement
social business rules
p
m
a social business model
validation
planning and methodology
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implementing measurementdesign
end-to-end efficiency and effectiveness index
existingprocesses
involve the client
experiencesdesigned onpaper
involvestakeholders
clientsegmentation
virtualdesigns
createexperiences
pilotprojects
establishpriorities
selectmetrics
analyze
conclusionsand insights
change log
accountability
customer agent
efficiency (cheap and fast operations)effectiveness (right answser, right time)
process
satisfaction
end-to-end feedback
performancemoralloyalty
preparation
implementing
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CONFUSED?