View
1.628
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
BRAND EXPERIENCES
BRAN D E X P E RIE NCES IS THE FUTUREOMNI-CHANNEL?
THE EXPERIENCE FACTOR
Brand experiences
THE EXPERIENCE FACTOR
THE STRONGEST CONNECTIONS
WITH A BRAND ARE BUILT
THROUGH EMOTIONAL
BONDS
Brand experiences
THE EXPERIENCE FACTOR
THE STRONGEST CONNECTIONS
WITH A BRAND ARE BUILT
THROUGH EMOTIONAL
BONDS
EMOTIONAL BONDS ONLY
DEVELOP THROUGH
POWERFUL EXPERIENCES
Brand experiences
THE GOOD NEWS...
Brand experiences
THE GOOD NEWS...
OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE81%
Brand experiences
OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE
OF BUYING EXPERIENCES ARE BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED70%
81%
THE GOOD NEWS...
Brand experiences
SINGLE MULTI CROSS OMNI
CHANNEL STRATEGY EVOLUTION
Brand experiences
FACTCUSTOMERS SWITCH BETWEEN CHANNELS TO GET SERVED THROUGHOUT THE DAY
Brand experiences
FACT
98%MOVE BETWEEN DEVICES THAT SAME DAY
90%USE MULTIPLE SCREENS SEQUENTIALLY TO ACCOMPLISH A TASK OVER TIME
Brand experiences Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
MIND YOUR OMNICHANNEL CUSTOMERSOMNI CHANNEL CUSTOMERS SPEND MORE
ACCORDING TO A DELOITTE STUDY,
OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE
Brand experiencesSOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experience-redefining-the-retail-landscape-part-1-of-3/#more-163
MIND YOUR OMNICHANNEL CUSTOMERSOMNI CHANNEL CUSTOMERS SPEND MORE
SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND
208% MORE PER TRANSACTIONS THAN THOSE THAT ONLY PURCHASE IN STORE
Brand experiencesSOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experience-redefining-the-retail-landscape-part-1-of-3/#more-163
MIND YOUR OMNICHANNEL CUSTOMERSOMNI CHANNEL CUSTOMERS SPEND MORE
SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO ENGAGED WITH THE BRAND IN CERTAIN WAYS WERE MORE VALUABLE THAN THOSE THAT DID NOT ENGAGE IN A PARTICULAR BEHAVIOR. FOR EXAMPLE, CUSTOMERS WHO VISITED A RETAILER’S MOBILE WEBSITE SPENT
59% MORE THAN CUSTOMERS WHO DID NOT. CUSTOMERS WHO LIKED A RETAILER ON FACEBOOK SPENT 44% MORE THAN CUSTOMERS WHO DID NOT
Brand experiencesSOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experience-redefining-the-retail-landscape-part-1-of-3/#more-163
FACTAND THEY EXPERIENCE A BRAND NOT CHANNELS OF A BRAND
Brand experiences
YOUR EXPERIENCE IS ONLY AS
STRONG AS YOUR
WEAKEST PART
Brand experiences
SPREADING THE WORD
ADVOCATESHAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE
Brand experiences
ADVOCATESHAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE
SPREADING THE WORD
BADVOCATESUNHAPPY CUSTOMERS ARE LIKELY TO TELL MORE THAN 20 PEOPLE ABOUT A BAD EXPERIENCE
Brand experiences
TRENDS IN 360º
Brand experiences
FOR A GREAT OMNICHANNEL EXPERIENCE...
01CREATE COMPLEMENTARY EXPERIENCES
02PROMOTE CONSISTENCY ACROSS CHANNELS
03MATCH OFFER WITH CONTEXT
04UTILIZE ECOSYSTEMS
05HUMANIZE AND PERSONALIZE
Brand experiences
01CREATE
COMPLIMENTARY EXPERIENCES
Brand experiences
BLEND DIGITAL WITH PHYSICALRESPOND TO MOBILITY
SYNCHRONIZE AND INFORMORCHASTRATE ELEMENTS
Brand experiences
01CREATE COMPLIMENTARY EXPERIENCES
FUELFOR INLINE APP
BLENDING DIGITAL WITH
PHYSICAL
Brand experiences
01CREATE COMPLIMENTARY EXPERIENCES
Create Complementary Experiences
FUELFOR INLINE APP
BLENDING DIGITAL WITH
PHYSICAL
Brand experiences
01CREATE COMPLIMENTARY EXPERIENCES
Create Complementary Experiences
Create Complementary Experiences
STYLR APP
RESPOND TOMOBILITY
Brand experiences
OPPORTUNITYOPPORTUNITY
Pick the branchdigitally
or
Get Q number
# 9212:30 - 12:40
# 92
12:3012:40
FollowQ number
# 92
12:3012:40
Get served
# 92
Brand experiences
01CREATE COMPLIMENTARY EXPERIENCES
Create Complementary Experiences
KINDLE
SYNCH & INFORM(RECENT ACTIVITY)
Brand experiences
OPPORTUNITY
YOU HAVE RECENTLY ENQUIRED ABOUT PRODUCT X.WOULD YOU LIKE TO HEAR MORE (ABOUT Y TOO)?
Brand experiences
02PROMOTE
CONSISTENCY ACROSS CHANNELS
Brand experiences
MAKE CONTENT ACCESSIBLEPROVIDE CONSISTENT STRUCTURES
HONOR DEVICE SPECIFIC NEEDSHARMONIZE VISUAL QUALITIES
Brand experiences
FACT
31%OF ALL MOBILE SURFERS ARE ‘MOBILE-PRIMARY’ USERS
Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013.Brand experiences
02PROMOTE CONSISTENCY ACROSS CHANNELS
PROVIDE CONSISTENT STRUCTURES
(INFORMATIONARCHITECTURE)
Brand experiences
02PROMOTE CONSISTENCY ACROSS CHANNELSProvide Consistency Between Channels
FITBIT
HONORDEVICE-SPECIFIC
NEEDS
Brand experiences
03MATCH OFFER
WITH CONTEXT
Brand experiences
MATCH DEVICE WITH ACTIVITIESPROVIDE CONTEXTUAL OFFERS
Brand experiences
03MATCH OFFER WITH CONTEXT
Browse Recipes Add Recipes to Shopping List
Shop with List Scan Barcodes
for Recipes
Cook Away Browse Recipes
Match Offer with Context
ALLRECIPES
MATCH DEVICEWITH ACTIVITIES
Brand experiences
03MATCH OFFER WITH CONTEXTMatch Offer with Context
SIMPLE BANK
PROVIDECONTEXTUAL
OFFERS
Brand experiences
OPPORTUNITY
MOBILE CHECKLISTS WHILE COLLECTING REQUIRED DOCUMENTS
OPPORTUNITY
Mobile checklists whilecollecting required documents
Brand experiences
04UTILIZE
ECOSYSTEMS
Brand experiences
INTEGRATE BEST SERVICESTRANSACTIONS VIA SOCIAL
UTILIZING SOCIAL DATAEFFORTLESS BANK OFFERS
Brand experiences
04UTILIZE ECOSYSTEMSUtilize Ecosystems
SIMPLE BANK MOBILE APP
INTEGRATEBEST-IN-CLASS
SERVICES
Brand experiences
04UTILIZE ECOSYSTEMSUtilize Ecosystems
DWOLLA
TRANSACTIONSVIA SOCIALCHANNELS
Brand experiences
05HUMANIZE & PERSONALIZE
Brand experiences
HUMANIZE THE DIGITALONE FACE FOR ALL
REMOTE ACCESS TO ADVICEENGAGING INFORMATION FORMAT
PERSONALIZED ADVICE
Brand experiences
FACT
Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
WHAT IFBRANCHES ARE REPLACED BY ALL VIRTUAL BRANCHES
25% 7% 22%WOULD NOT BE HAPPY
BUT WOULD KEEPTHE SAME DEPOSIT
WOULD NOT BE HAPPYAND WOULD
REDUCE DEPOSITS
WOULD SWITCH BANKS
Brand experiences
FACT
Average number of visits per monthby a tech savvy customer
FACT
3
Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
AVERAGENUMBER OF VISITS PER MONTH BY A TECH SAVVY CUSTOMER
Brand experiences
05HUMANIZE & PERSONALIZEHumanize & Personalize
SIMPLE BANK
HUMANIZETHE DIGITAL
Brand experiences
05HUMANIZE & PERSONALIZEHumanize & Personalize
SHERPAA
REMOTE ACCESSTO IN-DEPTH
ADVICE
Brand experiences
HOW TO DESIGN 360º
Brand experiences
PROVIDERCUSTOMER
RESEARCH ON
USEFULUSABLE
DESIRABLE
EFFECTIVEEFFICIENT
DISTINCTIVE
LOOKING FROM BOTH SIDES
Brand experiences
TO RESEARCH FOR...
Brand experiences
TO RESEARCH FOR...
UNDERSTANDING
Brand experiences
TO RESEARCH FOR...
UNDERSTANDING EVALUATING
Brand experiences
BRANDDNA
COMPETITIONALTERNATIVE BRAND CHOICES AVAILABLE
IN THE MARKETPLACE
BENEFITSBOTH FUNCTIONAL AND EMOTIONAL.
THE REASONS YOUR TARGET CUSTOMERS
SHOULD CHOOSE YOUR BRAND
ESSENCEDISTILLATION
OF YOUR BRAND POSITIONING
INTO ONE CLEAR DEFINING THOUGHT
BRAND VALUESWHAT YOUR BRAND TRULY STANDS FOR AND BELIEVES IN.
YOUR BRANDS POINT OF VIEW
PERSONALITYHOW YOUR BRAND EXPRESSES ITSELF,
BEHAVES AND TALKS TO YOUR TARGET
CUSTOMERS
TONE OF VOICEHOW YOUR BRAND EXPRESSES ITSELF,
BEHAVES AND TALKS TO YOUR TARGET
CUSTOMERSREASONS TO
BELIEVETHE PROOF YOUR BRAND GIVES TO
SUBSTANTIATE YOUR POSITIONING
INSIGHTWHY YOUR
BRAND MEETS THE NEEDS OF YOUR TARGET
CUSTOMER
LOOK & FEELWHY YOUR
BRAND MEETS THE NEEDS OF YOUR TARGET
CUSTOMER
TARGETTHE PEOPLE YOU WANT TO CHOOSE
YOUR BRAND AS DEFINED BY
DEMOGRAPHICS, SOCIO-ECONOMICS,
ATTITUDE, ETC.
Brand experiences
BRAND ADVOCACY
MARKETING
ENGAGEMENTS & EVENTS
FORMAT STRATEGY
MOMENTS OF TRUTH PEOPLE
PROCESSES
PRODUCT STRATEGY
APPLICATION & DOCUMENTATION
BRAND DEFINITION
VISUAL EXPRESSION
PROPOSITION DEVELOPMENT INNOVATION
MINDSET & BEHAVIOURSLEADERSHIPCUSTOMER
FLOW
MERCHANDISING STRATEGY
MOMENTS OF TRUTH
DIGITAL & INTERIOR
DESIGN
AWARENESS
6
PEOPLESALES PROCESS
ENVIRONMENT PRODUCTS & SERVICES
BRAND
BRANDEXPERIENCES
5
4 3
1
2
Brand experiences
360(DEGREES) PERSPECTIVE ON THE
CUSTOMER
Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01GENERATE SCENARIOS BASED ON FREQUENT TASKS
Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01GENERATE SCENARIOS BASED ON FREQUENT TASKS
02PICK REPRESENTATIVE ANTAGONISTS
Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01GENERATE SCENARIOS BASED ON FREQUENT TASKS
02PICK REPRESENTATIVE ANTAGONISTS
03RUN SCENARIOS
Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01GENERATE SCENARIOS BASED ON FREQUENT TASKS
02PICK REPRESENTATIVE ANTAGONISTS
03RUN SCENARIOS
04DOCUMENT THE JOURNEY
Brand experiences
SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
Branch
Online Banking
Bank Website
Call Center
Customer Care
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CUSTOMERJOURNEY
ATTRACTLOCATIONFASCIA & WINDOWS URL
PURCHASEPURCHASE PROCESS
ENGAGEMENTGOODBYE MESSAGE
THRESHOLDWELCOMEOPENING TIMESHOME PAGE
INTERACTIONINSPIRATION
PRODUCT INFORMATIONPROMOTIONS
ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS
BROWSINGSEARCH
MERCHANDISINGADJACENCIES & PROMPTS
ADVOCACYRECOMMENDATION
BRAND LOYALTYMEMBERSHIP
AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH
Brand experiences
CONTEXTUAL INQUIRIES: IMMERSE IN CONTEXT
Brand experiences
CHANNEL EXPERIENCE MAPPINGKIND OF AN EMOTIONAL TALK
Brand experiences
CHANNEL EXPERIENCE MAPPINGPREMO (DESMET, 2002)
Brand experiences
CHANNEL EXPERIENCE MAPPING
Brand experiences
BEHAVIORAL MAPPING
Brand experiences
CHANNEL EXPERIENCE MAPPING
CARD SORTING - TREE TESTINGUSABILITY TESTING
EYE TRACKING
Brand experiences
PRE-POST EVALUATIONS IMPACT OF THE DESIGN INTERVENTION
BEFORE AFTER
Brand experiences
SOME EXAMPLES
Brand experiences
UNICREDIT BULBANK
Brand experiences
WE CREATE 360° BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD BRAND ADVOCACY AND DRIVE BUSINESS PERFORMANCE.
WE ARE I-AM.
ERDEM DEMIR, [email protected]
VISIT US ONwww.i-amistanbul.com.tr @iamistanbul
THANK YOU
Brand experiences