Customer Experience
- Hvorfor oplevelse?
- Vrktjskassen
- De frste trin
Agenda
FORRETNING
BRUGERE TEKNIK
Brugeren skal genkende brandet
Typisk digital tilstedevrelse
Men skal brugeren fle sig genkendt?
Website
Subsites
E-mail
Twitter Blog
Customer service
Facebook
Hvorfor g op i service?
A customer is 4 times more likely to defect to a competitor if the
problem is service-related rather than price- or product-related.
Bain & Company
Pleasure of choice
vs.
Abundance of options
3 in 4 online shoppers prefer retailers that use personal information to improve the
shopping experience. - Accenture
Mlgruppe
Personlig
Opgave
Omnirelevans
- Hvorfor oplevelse?
- Vrktjskassen
- De frste trin
Agenda
Hvem gr vi det for?
Omni-channel
Hej! Jeg har gemt nogle
sofaer p BoConcept.dk
Mit navn er Martin.
Online Offline
Data
Callcenter WWW
E-mail
POS
Salg Apps
Aktivering af data
PUSH Nyhedsbreve IP-marketing SMS Ping til slger
PULL Personalisering CRM-data POS-data
Customer Life Cycle
Experience Management
Forholde sig til kundens livscyklus
Skabe sammenhng mellem touch points
Aktiv brug af data og BI i alle kanaler
People will forget what you said People will forget what you did But people will never forget how you made them feel.
Maya Angelou
Det giver mig en god oplevelse, fordi
De kan huske mig
De ved hvad der interesserer mig
De ved hvornr de skal kontakte mig
og hvornr de skal lade mig vre i fred
- Hvorfor oplevelse?
- Vrktjskassen
- De frste trin
Agenda
Hvad ved vi om brugerne?
Brugerdata Kundedata hvad ved vi om kunderne?
IP
Login
Historik
Adwords Browser
Tid Sted
Cookies
Brugerdata
Login
IP
Historik
Browser
Adwords
Tid
Sted
Kundehistorik
Regningscyklus
Tillgsydelser
Produkter
Kbsfrekvens
Loyalitet
Next Product to Buy
Kunde livscyklus
Engagementsniveau
Call center mnstre
Hvilke segmenter Hvilke budskaber
Hvilke kanaler Hvornr
Husk!
Data om brugeren er centralt Find og aktivr data Konvertering er kortsigtet. Loyalitet er langsigtet.
PA Knowledge Limited 20141
HVORFOR BR VIRKSOMHEDER SATSE MERE P CUSTOMEREXPERIENCE?
Jesper Hi Jensen
Marts 2015
PA Knowledge Limited 20142
It took the Internet 15 years to reach 60% adoption, while Apple reached the same rates with their Ipad 2
PA Knowledge Limited 20143
The speed of change over the last 25 years has been phenomenal and not likely to slow down any time soon
A quarter of a century of changes, and its not stopping
PA Knowledge Limited 20144
There has been a shift in power towards the customer
Customers expectations are at an all time high
Customers have near perfect market information in
a digital world
Customers can share comments on your products
and services in an instant
Customers can often switch providers cheaply and
easily
Customer haves limited brand loyalty.
Customers trust the reviews of strangers online 12x more
than information from the manufacturer
PA Knowledge Limited 20145
An exceptional Customer Experience drives stronger customer relationships and improved profit
The customer experience is a pivotal part of building a
long-term relationship with the customer. This in turn
is a key driver of profitability as it increases the
probability that the customer will buy more.
The decision to buy is moved from the rational domain
of price and functionality to the emotional domain
where price usually plays a smaller role in the
buying decision.
A strong customer experience is a differentiating
factor which can only be copied with great difficulty and
cost.
More satisfied and loyal customers motivates and
energises the organisation. An exceptional customer
experience creates pride, team spirit and motivation
in most employees.
4
3
2
1
6 year stock performance of Forresters Customer Experience Index leaders vs. laggards vs. S&P 500
Customer Experience leaders outperform the
market (2007-2012)
PA Knowledge Limited 20146
There is a lot of desire, but few feel they are well progressed
Digital customer experience ambition far exceed the reality
PA Knowledge Limited 20147
Customer Experience is not yet CEOs top of mind
Leadership is key to progressing change
PA Knowledge Limited 20148
Collaboration across departments is the greatest barrier to deliver great customer experience
50% find it difficult to set
clear
(quantitative)
measures for strong
customer
experiences
71% point to getting the organisation to
collaborateacross departments
44% point to establishing
customer centricity in
the back officefunctions
41% do not know what the
customers
want
41% struggle to use customer
data in a value-creating way
Breaking down silos is needed to succeed
PA Knowledge Limited 20149
All recognise that being successful will need a number of levers to be pulled and internal capabilities developed
Success is determined by culture and people, as well as IT
PA Knowledge Limited 201410
The journey involves multiple parallel shifts in strategy and operating model
Product-centric Customer-centric
Deal or transaction based Discreet marketing interventions
Life-cycle focused Collaborate on current and long-term needs Aggregate knowledge & insight
Customer Position
Narrowly defined, feature benefits based Standard products Originate from the centre
Holistic approach, need based Products, service, and knowledge Designed with the field
Value Proposition
Innovation and authority at the front line Reward based on customer value and team
performance
Command & control, limited delegation Individual performance in product results
v. quota governs reward
Sales Model
Outsider selling in, 1:1 Pushing product Transactional relationship
Position of trust with stakeholders Problem solving focus Team-based selling
Advisory Status
Focus on sense an respond Balance customization with complexity Complexity isolated within the system
Focus on plan and build Standard process Customisation adds complexity and cost
Processes
Structure Cross-organisational teaming High degree of organisational trust
Siloed organisation Inflexible resource allocation Limited trust culture
PA Knowledge Limited 201411
Based on our experience and the feedback from the survey, we believe there are five core areas where companies need to invest their time
Be bold and think differently to survive and thrive
Sitecore Experience platform
- Customer Experience Management er kommet for at blive
Presented by // Sales Dirctor Christian Pelle, Sitecore
26. Marts 2015
2
3What happens to great companies that fails to adopt technology trends;
Differentiate or die.
A great digital experience is no longer a nice-to-have; its a make-or-break point for your business as we more fully enter the digital age.
Forrester
4Marketing used to be easy
5Being digitalhas changed marketing forever
6Disconnected
7DisconnectedSystems
8DisconnectedData
9DisconnectedCustomers
10
Losing sight of Customers
11
12
Do you know every
customer, across every channel
in real time?
Og hvor meget er det vrd???
Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.
Winning in The Age of The CustomerForrester Research Inc
15
Why Customer Experience Matters
16
Todays marketer is being held back from delivering exceptional customer experiences
17
17
Complexity is Hindering Marketers & MerchandisersMarketers Driven to Become Scientists
increased complexity
disconnected systems
non-integrated touch points
Facts: (Time spent)
1-10% Site Optimization
1-10% Campaign Optimization
50% spent Collecting Data
30% spent Reporting and Forecasting
The modern marketer is forced to deal with a technology landscape of
18
Service Sales Marketing Operations
Infrastructure
Technology/ Platform
Technology/ Platform
Technology/ Platform
Technology/ Platform
Touchpoint Touchpoint Touchpoint Touchpoint
The Pitfalls
Silo Marketing
Integration Points
User experts on multiple platforms
Data
