Copyright © Econsultancy

The Future of Customer Experience

Wednesday, December 3rd 2014

Andrew Warren-Payne

Senior Research Analyst

@agwp

2

Context

Why

Best Practice

3

Context

Why

Best Practice

4

1994

5

1994

2014 >$1.5 trillion

spent online

04 December 2014 6

2007

7

75% smartphone

penetration by end

of 2014.Source: IAB

“On 4 December this

year more than 50% of

searches will be on

mobile devices”Google

8

9

Photo credit:

wikimedia.org

88% of consumers research

online before buying offline

Source: digitaslbi.com/connectedcommerce2014

10

The new funnel

Customer Experience

11

12

20%

18%

15%

Most exciting opportunity

Customer Experience

Mobile

Content Marketing

13

Context

Why

Best Practice

14

Multichannel customers are

your VIPs

15Source: Pine & Gilmore, Harvard Business Review

TrackYourHappiness.com

04 December 2014

Kumar, A., Killingsworth, M. A. & Gilovich, T. (2014). Waiting for merlot: Anticipatory consumption of

experiential and material purchases. Psychological Science, 25(10), 1924-1931. 16

Over 2,000 people

recorded

activities and

happiness

TrackYourHappiness.com

04 December 2014

Kumar, A., Killingsworth, M. A. & Gilovich, T. (2014). Waiting for merlot: Anticipatory consumption of

experiential and material purchases. Psychological Science, 25(10), 1924-1931. 17

Happiness

Excitement

Pleasantness

“My results suggest that

happiness is indeed

highly sensitive to the

contents of our moment-

to-moment experience.”

Matt Killingsworth, Berkeley

Founder of

TrackYourHappiness.com

18

19

Context

Budgets

Best Practice

Audi City Digital Showroom

20

Showrooms go social

21

Sensual virtual experiences

22

Case Study – Argos Digital Store

• Part of a wider transformation effort as multichannel sales >50%

• Time from purchase online to ready-for-pickup is less than one minute

• iPads and widescreen TVs provide dynamic content and product selection

• Free Wifi

Mobile as in-store connector

24

• Can both shop online

and find in-store

associates.

25

MOBILE

SOCIAL

PHYSICAL

Burberry: Anyway, Anywhere

26

Flagship store is “website brought to life”

27

Consumer behavior moves fast

28

Just 16% of companies have

integrated customer touchpoints across physical and digital to a “large extent”.

Source: IBM C-Suite Study

30

A gap in functionality

31

Ease of Mobile = Raising

of Customer Expectations

32

33

All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including

photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright ©

Econsulancy.com Ltd 2014.

Thank You

Find out more at:

https://econsultancy.com/reports/

Questions?