Staying abreast of customer expectations
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22-Oct-2014 -
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Transcript of Staying abreast of customer expectations
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Staying abreast of Customer Expectations"
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Setting the Stage"
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The Gap"
80% of companies believe they deliver superior customer experience!!!! 8% of their customers agree!
Bain & Company: Closing the delivery gap
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Bye-Bye Baby"
!After a bad experience nearly 90% of your customers will simply!
!…leave!
http://www.clicksoftware.com/state-of-customer-service-infographic-field-service.htm http://www.rightnow.com/files/analyst-reports/RightNow_Customer_Experience_Impact_Report_North_America_2011.pdf
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Social Media (and Mobile) changed the playground"
Graphics by Mark Tamis www.marktamis.com
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FB is the 3rd largest country"
http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
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The number of smartphones is exploding"
Altimeter Group: Beyond Marketing: Developing a Mobile Strategy, April 2011
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And people are also using them"
On average, people install 25 apps on their smartphone, but only
use 12. Most used apps are social network apps.
Source: InSights Consulting study SocialMedia around the World 2011
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BUT"
!90% of brand related conversations happen
offline!
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Customer Expectations"
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Nobody cares about my products"
!… and services except me […]. !!What [..] buyers do care about are themselves and they care a great deal about solving their problems.!
David Meerman Scott
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Customers do not want a relationship with you"
2012 IBM study “From Social Media to Social CRM
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Customers want tangible benefits"!!
2012 IBM study “From Social Media to Social CRM
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Customers want Value"
• Get what they need and want!• Get the right information at the right time!• You getting it right the first time!
• And if not then get it resolved without further hassle!
• They interact with you, on their terms!
Sometimes customers even want to be surprised!
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And what is customer experience?"
… the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.!
Adapted from Wikipedia
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Touchpoints"
Sales Call Center Consultants Influencers Service
Customer Experience
Brand
Web Site Blog E-Mails Social Media Community (Mobile) Apps Product
Product Promotion Collateral Mail, E-Mail Radio, TV
Static
Human
Interactive
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Aware-ness
Increased Customer Value throughout the Journey"
Discov-ery
Attrac-tion
Interac-tion
Purchase Use
Loyalty Advocacy
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Aware-ness
Post purchase experience impacts your attraction"
Discov-ery
Attrac-tion
Interac-tion
Purchase Use
Loyalty Advocacy
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Map and optimize the customer journey"
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The Reality"
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Your call is important to us …"
• But why am I in the queue right now?!• And, thinking of it: I am always waiting
(prolonged) times!• The phone tree is cumbersome, voice
recognition doesn’t really work!• Why do I hear advertisements that don’t
matter to me?!
• What is really important to you <enter company name here>?!
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Moving House - Telstra Clear"
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German Railway"
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Apple"
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Getting There"
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People are start and center"
Strategy
Existing Experiences
Technology
New Experiences
Customers ‘n’ Employees
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Validate"
Implement"
Measure"
Design"
Enhancing customer experience follows a virtuous circle"
Involve customers Start on paper
Metrics Impacts
Correlations Prioritize Changes
Segment customers Involve stakeholders Virtual designs
Reprioritize Pilots first Enhancd experiences
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Integration – The end game"
(social)!Analytics! CRM! ERP!
Master-, Social- & Transactional Data!
Customer!Partner!Supplier!
Influencer!
Employee!Employee!Employee!
SOLOMO Platform!
I H S
Social Data!
IH
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Key Take Aways"
• Meeting customer expectations requires a constant cycle of renewing the customer experience along the possible customer journeys!
• 360 degree view on the customer needed, including company external data!
• A SOLOMO platform that is deeply integrated into the company IT infrastructure enriches the systems to become a customer integration hub!
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Questions?"