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Empowered customers give rise to a new era
© 2016 Forrester Research, Inc. Reproduction Prohibited 3
Empowered customers have given rise to a new era
Age of manufacturingMass manufacturingmakes industrialpowerhousessuccessful
• Ford• Boeing• GE• RCA
Age of distributionGlobal connectionsand transportationsystems makedistribution key
• Wal-Mart• Toyota• P&G• UPS
Age of informationConnected PCs and supply chains meanthose that controlinformation flowdominate• Amazon• Google• Comcast• Capital One
Age of the customerEmpowered buyersdemand a new level ofcustomer obsession
• Macy’s• Salesforce.com• USAA• Amazon
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
The past…
Information
Price Location
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
Then…
Information
Price LocationTech
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Today…
Information
Price Location
Tech
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
Welcome To The New Normal: Hyper-adoption
…and “hyper-abandonment.”
Your business needs to dramatically change in the age of the customer or risk
being disrupted out of business.
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Delivering on all five market imperatives is key to success in the age of the customer
Drive business growth with privacy
Turn big data into business insights
Embrace the mobile mind shift
Accelerate your digital business
Transform the customer experience
Age of the
customer
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Each time a customer is exposed to an improved shopping experience, their
shopping expectations are reset to a new higher level.
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Base: 4,485 US online adults (ages 18 and older); Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey 2, 2015
Experience is a significant factor in every online shopper’s journey
68%“I am unlikely to return to a
website that does not provide a satisfactory customer experience.”
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Base: 4,485 US online adults (ages 18 and older); Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey 2, 2015
Experience is a significant factor in every online shopper’s journey
7%*of consumers agree
with statement “Email offers are usually well timed with my needs.”
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Base: 4,485 US online adults (ages 18 and older); Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey 2, 2015
Experience is a significant factor in every online shopper’s journey
7%*of consumers agree
with statement “Email offers are usually well timed with my needs.”
* In 2015, it was 9%!
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015
Business leaders are prioritizing customer experience in 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Personalization is a #1 eBusiness priority
Base 32 eBusiness And Channel Strategy ProfessionalsSource: Forrester’s Q1 2014 Global eBusiness And Channel Strategy Professional Online Survey
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Agenda›Breaking away from segmentation as a solution for personalization
›Defining the four key pillars that enable Personalization 2.0: Individualization
›Recommended steps for delivering the next wave of personalization
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
There is a significant gap between belief and reality with personalization
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
Me
Product
Personalization has historically been driven by segmentation
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Customer Segmentation
Me
Product
Personalization has historically been driven by segmentation
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
Me
Product
Product Segmentation
Personalization has historically been driven by segmentation
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
Me
Product
Product Segmentation
Personalization has historically been driven by segmentation
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
Other Products
Me
Product
Product Segmentation
Personalization has historically been driven by segmentation
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
Other Products
Me
Product
Product Segmentation
Personalization has historically been driven by segmentation
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
Other Products
Personalization has historically been driven by segmentation
Me
Product
Product Segmentation
Personalization based on segmentation
provides the “wrong” experience for most of
your customers.
© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Dept
h
Reach
Relationship
EXPLORE
USE
ASK
ENGAGE DISCOVER
BUY
Single data points are often used to personalize the entire customer journey
Me
XSingle data point
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Dept
h
Reach
Relationship
EXPLORE
USE
ASK
ENGAGE DISCOVER
BUY
Single data points are often used to personalize the entire customer journey
Me
XSingle data pointJust because you know
one thing about the customer doesn’t mean
you know everything about the customer.
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
Organizations too quickly check the box on delivering “personal” experiences
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
Organizations too quickly check the box on delivering “personal” experiences
It is a waste of everyone’s time to personalize
experiences that provide no real value to a
customer’s journey.
Be careful to understand and respect personal boundaries
Proceed with caution: be overt about collecting data, but covert about
communicating what you know about the customer.
eBusiness leaders must help organizations prepare for the next evolution of personalization, which will rely more on the pillars of individualization rather than segmentation.
© 2016 Forrester Research, Inc. Reproduction Prohibited 33
Agenda›Breaking away from segmentation as a solution for personalization
›Defining the four key pillars that enable Personalization 2.0: Individualization
›Recommended steps for delivering the next wave of personalization
© 2016 Forrester Research, Inc. Reproduction Prohibited 34
of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
Source: Source: Forrester’s North American Consumer Technographics Brand Compass Survey, Q3 2015
77%
© 2016 Forrester Research, Inc. Reproduction Prohibited 35
Q1: How successful are you when you get personalization right?
© 2016 Forrester Research, Inc. Reproduction Prohibited 36
Q2: How successful would you be if you got personalization right for everyone?
Q1: How successful are you when you get personalization right?
© 2016 Forrester Research, Inc. Reproduction Prohibited 37
But before we begin . . .
© 2016 Forrester Research, Inc. Reproduction Prohibited 38
You cannot truly personalize experiences for consumers you cannot recognize
© 2016 Forrester Research, Inc. Reproduction Prohibited 39
> Customer data = > Effective personalization
© 2016 Forrester Research, Inc. Reproduction Prohibited 40
Email is a simple way to consistently identify customers…
© 2016 Forrester Research, Inc. Reproduction Prohibited 41
…and to learn about customers!
© 2016 Forrester Research, Inc. Reproduction Prohibited 42
The Story of Oakley
© 2016 Forrester Research, Inc. Reproduction Prohibited 43
An individualization strategy is defined by key technology investments that enable
four unique characteristics and differentiate it from a segmentation strategy
© 2016 Forrester Research, Inc. Reproduction Prohibited 44
1. Customers are identified and treated as a segment of one using rich customer profiles.
© 2016 Forrester Research, Inc. Reproduction Prohibited 45
2. Customer data is assessed in real-time and dynamically calculates intent.
© 2016 Forrester Research, Inc. Reproduction Prohibited 46
3. Personalized content is delivered equally across every screen and channel.
© 2016 Forrester Research, Inc. Reproduction Prohibited 47
4. Connected technologies enables far richer and more relevant engagements.
© 2016 Forrester Research, Inc. Reproduction Prohibited 48
It’s easy to think about personalizing experiences in ways we’ve done before
Me
© 2016 Forrester Research, Inc. Reproduction Prohibited 49
Individualization is seamless customer engagement across an ecosystem
Call center
Text messages
In-store online accessOnline content
Social engagements
Direct mail
Mobile web
Web search
Apps
Online checkout
Retargeting
Associate engagement
Chat
Virtual agents
Smart TV
PLPs
Homepage
PDPs
Packaging
eReceipts
Digital signage
Product reviews
Site search
Outbound callingMe
© 2016 Forrester Research, Inc. Reproduction Prohibited 50
Can you give me an example?
© 2016 Forrester Research, Inc. Reproduction Prohibited 51
John Lewis uses mobile location tech to optimize offline customer experience
© 2016 Forrester Research, Inc. Reproduction Prohibited 52
Package is ready for customer on arrival
Customer is sent notification asking if they would like to collect package
Stock Room is notified of customer arrival and starts to pick the order
App directs customer to collection desk
Discreet plastic “beacons” around the exterior of the store, activate when
customer is 70m away.
© 2016 Forrester Research, Inc. Reproduction Prohibited 53
› Experiences are built on each customer’s data and used to engage them as a segment of one.
› Engagement technologies capture, measure, and assess dynamically and in real time.
› Engagement is based on current behavior of the customer in the context of past behavior.
› Personalized experiences are seamless across screens, channels, and — most importantly — the digital touchpoints that exist across the enterprise.
Individualization is not segmentation!
. . . it is a business strategy that drives tactics and affects every part of an organization.
Individualization is not a tactic . . .
Security and risk
Enterprise architecture
eCommerce
Application design
Merchandise planning
Marketing
Customer insights
Customer experienceIndividualization:
engaging customers as a segment of one in real
time by listening, capturing, measuring,
assessing, and addressing intent across
every enterprise touchpoint
© 2016 Forrester Research, Inc. Reproduction Prohibited 55
Agenda›Breaking away from segmentation as a solution for personalization
›Defining the four key pillars that enable Personalization 2.0: Individualization
›Recommended steps for delivering the next wave of personalization
© 2016 Forrester Research, Inc. Reproduction Prohibited 56
What should I be doing today?
Not a revolution . . . but rather an evolution
© 2016 Forrester Research, Inc. Reproduction Prohibited 58
Recommendations
© 2016 Forrester Research, Inc. Reproduction Prohibited 59
Recommendations1. Identify the gaps in your company’s ability to deliver
individualization.
© 2016 Forrester Research, Inc. Reproduction Prohibited 60
The North Face learns the “why” of customers shopping instead of the “what”
© 2016 Forrester Research, Inc. Reproduction Prohibited 61
Recommendations1. Identify the gaps in your company’s ability to deliver
individualization.
2. Take off your eCommerce blinders and consider every part of the customer journey.
© 2016 Forrester Research, Inc. Reproduction Prohibited 62
Sephora captures in-store engagement through digital, personal experiences
© 2016 Forrester Research, Inc. Reproduction Prohibited 63
Recommendations1. Identify the gaps in your company’s ability to deliver
individualization.
2. Take off your eCommerce blinders and consider every part of the customer journey.
3. Design each digital touch point to both use and collect customer data.
© 2016 Forrester Research, Inc. Reproduction Prohibited 64
Starbucks app is not for payments, it is a customer data capturing machine
© 2016 Forrester Research, Inc. Reproduction Prohibited 65
Recommendations1. Identify the gaps in your company’s ability to deliver
individualization.
2. Take off your eCommerce blinders and consider every part of the customer journey.
3. Design each digital touch point to both use and collect customer data.
4. Focus on creating great customer experiences and avoid crossing boundaries unnecessarily.
Hudson Bay captures personal information in exchange for value without being creepy
© 2016 Forrester Research, Inc. Reproduction Prohibited 67
Recommendations1. Identify the gaps in your company’s ability to deliver
individualization.
2. Take off your eCommerce blinders and consider every part of the customer journey.
3. Design each digital touch point to both use and collect customer data.
4. Focus on creating great customer experiences and avoid crossing boundaries unnecessarily.
BONUS Leverage partnerships with digital experts.
© 2016 Forrester Research, Inc. Reproduction Prohibited 68
Nordstrom expedited digital transformation by partnering with Shoes of Prey
© 2016 Forrester Research, Inc. Reproduction Prohibited 69
Personalization Maturity Checklist1. Identify the gaps in your company’s ability to deliver
individualization.
2. Take off your eCommerce blinders and consider every part of the customer journey.
3. Design each digital touch point to both use and collect customer data.
4. Create exceptional customer experiences without crossing personal boundaries unnecessarily.
5. Leverage partnerships with digital experts.
Individualization done right doesn’t look like personalization…
Individualization done right doesn’t look like personalization…
…it just looks like a great experience.
How Can Bluecore help deliver this individualized experience?
Consumers Feel email Offers most individualized experience from retailers
Think about retailers that send communications to you that feel individualized, based on your previous purchases and interactions
with their brand. What’s the most personal way these retailers engage with you? (select only one)
Text
In Sto
re
Face
book
Online
AdsOth
er
YouTu
be
Insta
garm
Pinter
est
Twitt
er0%
10%20%30%40%50%60%70%80%
Source: Bluecore / Blue Nile Research Brand Digital Messaging Survey, 2016
demo
Want to learn more?
Announcing…
Bluecore Explore summit 2016
Thursday, September 15, 2016Current, Pier 59 Chelsea Piers
Featured keynotes
Brendan witcherPrincipal analyst,
forrester
Kit yarrowPhd Consumer Psychologist
& Author
Request an invite atBluecore.com/summit
Thank you
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