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Customer Experience

Own the customer experience

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Customer Experience

- Hvorfor oplevelse?

- Værktøjskassen

- De første trin …

Agenda

FORRETNING

BRUGERE TEKNIK

Brugeren skal genkende brandet

Typisk digital tilstedeværelse

Men – skal brugeren føle sig genkendt?

Website

Subsites

E-mail

Twitter Blog

Customer service

Facebook

Hvorfor gå 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

Målgruppe

Personlig

Opgave

Omnirelevans

- Hvorfor oplevelse?

- Værktøjskassen

- De første trin …

Agenda

Hvem gør vi det for?

Omni-channel

Hej! Jeg har gemt nogle

sofaer på 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 sælger

PULL Personalisering

CRM-data

POS-data

Customer Life Cycle

Experience Management

– Forholde sig til kundens livscyklus

– Skabe sammenhæng 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 hvornår de skal kontakte mig

… og hvornår de skal lade mig være i fred

- Hvorfor oplevelse?

- Værktøjskassen

- De første 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

Tillægsydelser

Produkter

Købsfrekvens

Loyalitet

Next Product to Buy

Kunde livscyklus

Engagementsniveau

Call center mønstre

Hvilke segmenter Hvilke budskaber

Hvilke kanaler Hvornår

Husk!

Data om brugeren er centralt

Find og aktivér data

Konvertering er kortsigtet. Loyalitet er langsigtet.

© PA Knowledge Limited 20141

HVORFOR BØR VIRKSOMHEDER SATSE MERE PÅ CUSTOMEREXPERIENCE?

Jesper Høi 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 it’s 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 Forrester’s 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 CEO’s 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

3

What happens to great companies that fails to adopt technology trends;

“Differentiate or die.”

A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.

Forrester

4

Marketing used to be easy

5

Being digitalhas changed marketing forever

6

Disconnected

7

DisconnectedSystems

8

DisconnectedData

9

DisconnectedCustomers

10

Losing sight of Customers

11

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Do you know every

customer, across

every channel

in real time?

Og hvor meget er det værd???

“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

Today’s 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 Analysis Execution

The Platform

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Sitecore eXperience Platform

We have been laying foundations for this Platform

ContentFoundation

UserInterface Foundation

DataFoundation

CXMFunctionalFoundation

7.0

7.17.2

7.5

8.0

How does it all work together?

Integrate with business systems or other sources.

Collect and Connect actionable customer data.

Analyze, get insight, make decisions and automate.

Manage content, information and assets.

Personalize messaging across all channels.

Sitecore eXperience Database

Know Every Customer

Apps

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Problem: Data is spread across the organization

CRMSocialMedia

Customer Support

Website

POS

25

Problem: Data is spread across the organization

CRMSocialMedia

Customer Support

Website

POS Apps

xDB was built specifically for Customer Experience data

CRMSocialMedia

Customer Support

Website

POS Apps

26

xDB

Sitecore Experience Database

Analyze what is performing

And who …

And where …

Segmentation

31

Consistent

Rules-driven

Across all data points

Intuitive

32

Testing – showing a truly integrated platform

33

Disabled dropdown

Basic scenario dialog - content test with two experiences

34

Dropdown from select-box

Warning if not likely to finish

If no historical data

Dialog - MV test with 16 experiences

Federated Experience Manager

Utility Company Example

Ski Resort Example

Marketing Site & Ecommerce

Runs on Sitecore

Mobile App Can Play

Key Role in On-Hill

Experience

How do you get started?

38

39

40

Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013

41

Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013

42

You are not alone

Case Study

Scandlines

44

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Use of DMS

Rules Based PersonalisationCampaign ManagementEngagement Automation

46

Simple - Automated Booking Flow Dialogue

Error occurred

Customer bounced

Booking completed

"Dear Jamie, We can see that an error occurred while booking,

click here and return..."

"Dear Jamie, Book your tickets in advance and save money.

Click here and return to your order"

"Dear Jamie, Thank you for your

Booking, we look forward to seeing you onboard"

2 days before trip"Dear Jamie, Here are the

details for your upcoming trip, you can also sign

up for our free SMS service..."

47

Outcomes

Bounce Reduced 54% to 24%65% Increased Page Views170% Increase in Visit Duration

Project ROI in Just 2 Weeks

48

Sitecore 8 Launch 22. April

and if we had more time …TAK