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Staying abreast of Customer Expectations"
Setting the Stage"
The Gap"
80% of companies believe they deliver superior customer experience!!!! 8% of their customers agree!
Bain & Company: Closing the delivery gap
Bye-Bye Baby"
!After a bad experience nearly 90% of your customers will simply!
!…leave!
http://www.clicksoftware.com/state-of-customer-service-infographic-field-service.htm http://www.rightnow.com/files/analyst-reports/RightNow_Customer_Experience_Impact_Report_North_America_2011.pdf
Social Media (and Mobile) changed the playground"
Graphics by Mark Tamis www.marktamis.com
FB is the 3rd largest country"
http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
The number of smartphones is exploding"
Altimeter Group: Beyond Marketing: Developing a Mobile Strategy, April 2011
And people are also using them"
On average, people install 25 apps on their smartphone, but only
use 12. Most used apps are social network apps.
Source: InSights Consulting study SocialMedia around the World 2011
BUT"
!90% of brand related conversations happen
offline!
Customer Expectations"
Nobody cares about my products"
!… and services except me […]. !!What [..] buyers do care about are themselves and they care a great deal about solving their problems.!
David Meerman Scott
Customers do not want a relationship with you"
2012 IBM study “From Social Media to Social CRM
Customers want tangible benefits"!!
2012 IBM study “From Social Media to Social CRM
Customers want Value"
• Get what they need and want!• Get the right information at the right time!• You getting it right the first time!
• And if not then get it resolved without further hassle!
• They interact with you, on their terms!
Sometimes customers even want to be surprised!
And what is customer experience?"
… the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.!
Adapted from Wikipedia
Touchpoints"
Sales Call Center Consultants Influencers Service
Customer Experience
Brand
Web Site Blog E-Mails Social Media Community (Mobile) Apps Product
Product Promotion Collateral Mail, E-Mail Radio, TV
Static
Human
Interactive
Aware-ness
Increased Customer Value throughout the Journey"
Discov-ery
Attrac-tion
Interac-tion
Purchase Use
Loyalty Advocacy
Aware-ness
Post purchase experience impacts your attraction"
Discov-ery
Attrac-tion
Interac-tion
Purchase Use
Loyalty Advocacy
Map and optimize the customer journey"
The Reality"
Your call is important to us …"
• But why am I in the queue right now?!• And, thinking of it: I am always waiting
(prolonged) times!• The phone tree is cumbersome, voice
recognition doesn’t really work!• Why do I hear advertisements that don’t
matter to me?!
• What is really important to you <enter company name here>?!
Moving House - Telstra Clear"
German Railway"
Apple"
Getting There"
People are start and center"
Strategy
Existing Experiences
Technology
New Experiences
Customers ‘n’ Employees
Validate"
Implement"
Measure"
Design"
Enhancing customer experience follows a virtuous circle"
Involve customers Start on paper
Metrics Impacts
Correlations Prioritize Changes
Segment customers Involve stakeholders Virtual designs
Reprioritize Pilots first Enhancd experiences
Integration – The end game"
(social)!Analytics! CRM! ERP!
Master-, Social- & Transactional Data!
Customer!Partner!Supplier!
Influencer!
Employee!Employee!Employee!
SOLOMO Platform!
I H S
Social Data!
IH
Key Take Aways"
• Meeting customer expectations requires a constant cycle of renewing the customer experience along the possible customer journeys!
• 360 degree view on the customer needed, including company external data!
• A SOLOMO platform that is deeply integrated into the company IT infrastructure enriches the systems to become a customer integration hub!
Questions?"
