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THE OMNIPRESENT CONSUMER & OMNI-CHANNEL !
Tuesday, 6 May 2014
The Customer Experience Agency
Every interaction matters
WHICH INTERACTIONS
MATTER THE MOST?
MARKETING THAT MATTERS
DATA, CULTURE & TECH THAT MATTER
CREATIVITY THAT MATTERS
The Customer Experience Agency
CREATIVE AGENCY FOR THE DATA AGE
Creating customer experiences that matter.
The Customer Experience Agency
In 2012, three out of every four senior marketers told Forrester that their priority was to “differentiate on the basis of customer experience.”
9
The Customer Experience Agency
Yet, only 3% of customers rated their experiences with brands as “Excellent”
Forrester Customer Experience Index report, 2012
WELCOME TO THE NEW AGE OF
OMNIPRESENT EXPECTATIONS
om·ni·pres·ent present everywhere at the same time
THE CUSTOMER EXPERIENCE AGENCY
‘90‘92
‘01’03/04
‘06‘07
8YO
10YO
19YO
21YO
24YO
25YO
The Customer Experience Agency
ENTITLED TO…
PERSONALIZED ENTERTAINMENT
MEANINGFUL CAREER
SELF-DEFINED FAMILY
CULTURAL CONNECTIVITY
POLITICAL VOICE
SINGULAR ME
HEALTH/ WELL-BEING
NEED SENSITIVE
COMMERCE
NETWORKED WE
Shopper Buyer
Consumer Influencer
WHERE THE MOST INFLUENTIAL NEW MEDIUM IS THE COMMUNITY OF THE TRIBE
CULTURAL
EXPERIENCE EVENT
PERSONAL
PARTICIPATION
CONNECTION
DRIVER
UNITYDRIVER
COMPETITION
DRIVER
KINSHIPDRIVER
PASSION
SAVING TIME
WASTING TIMEUTILITY
WHERE RELATIONSHIPS ARE BUILT ON A NEW EXCHANGE OF VALUE
INFORMATION CURRENCY COMMUNITY ENTERTAINMENT
FLOW
INERTIA
FRUSTRATION
CONTROL
PASSION
WITH AN HEIGHTENED !EXPECTATION OF FLOW
Audi!
Axe!
Bank of America!
Beats Music!
Bud Light !
Budweiser!
Butterfinger!
CarMax!
Cheerios!
Chevrolet !
Chobani !
Chrysler !
Coca Cola !
Doritos!
Ford!
Go Daddy!H&M!
Heinz Co. !
Honda !
Hyundai !Jaguar!
Jeep!
Kia!M&M (Mars)!
Maserati!
Microsoft!
Pepsi!
RadioShack !
Scientology!
SodaStream !
Sonos!
Sprint!
Squarespace!
Subway!T-Mobile!
Toyota!
Transformers (Paramount) !
VW!WeatherTech !
Wonderful Pistachios!
!20$
0$
20$
40$
60$
80$
100$
120$
0$ 5$ 10$ 15$ 20$ 25$ 30$ 35$ 40$ 45$
Super Bowl Advertisement Flow Impact Score !
UTILITARIAN
AVERAGE
HIGH
ADVOCACY
“Delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.” !
Matthew Dixon, Karen Freeman, and Nicholas Toman
WHAT MATTERS TO THE CONSUMER? EFFORTLESS EXCHANGE OF VALUE
IF THE OMNIPRESENT CUSTOMER IS DEMANDING IT, WHAT’S HOLDING BACK CORPORATE OMNI-CHANNEL?
omni-channel OMNI-CHANNEL!
CHANNEL !
!EXPERIENCE
!RATIONAL
!EMOTIONAL & RATIONAL
!TACTICAL
!STRATEGIC
VISUAL/MESSAGE
SYSTEM
!BRAND DIALOGUE
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The Customer Experience Agency
BUSINESS ALIGNMENT
BRAND TRUE CHANNEL AGNOSTIC
ACCOUNTABLE
The Customer Experience Agency
AMCGerber
Toyota
DESTINATION EXPERIENCE
RETURN HOME
REPURCHASE
DISCOVERY
EVALUATION
BOOKING
GUEST STAYAWARENESS
Path to Passion
Path to Purchase
PASSIVE AWARENESS!Initial consideration set, not looking to eat out !
DOING = reading, recalling favorite restaurant, talking with others !DRIVEN BY = FOMO, staying current !
RELEVANCE TRIGGER!Upcoming event/occasion or impromptu gathering
!DOING = assessing, envisioning, aspiring !
DRIVEN BY = memorable experiences, breaking the norm, excitement, connecting with others !
ACTIVE RESEARCH!Gathering information, widen/narrow consideration set
!Doing = viewing menus, locations, happy hours and peer reviews !
Driven by = uncovering the best fit !
DECISION!Meal type preference is the main influencer
!Doing = checking deals, special request ability and
specific peer reviews !Driven by = making the right choice !
PREPARE!Gathering specific requirements
!Doing = confirming date/time, party size, booking, special requests,
travel, directions, parking options !Driven by = making it happen !
CONSUME!Aligning the experience to the expectations
!Doing = reviewing menu, seeking opinions, ordering, eating, paying !
Driven by = enjoyment; connection; satisfaction
!
STEADY FEED Consideration set is continually adapted
!Doing = recalling/considering options post- meal and before
next occasion !Driven by = staying current, best value !
1
2 6
8
5
4
3 7 DIGEST!Reconciling the expectation to perceived value
!Doing = evaluating cost, taste, quality of food, comparing, talking, sharing overall
experience !Driven by = sharing (good/bad), influencing, helping others !
WHAT MATTERS TO BUSINESS? SUSTAINABLE AFFINITY
THE CUSTOMER EXPERIENCE AGENCY 34
The power of memories
THE CUSTOMER EXPERIENCE AGENCY 35
THE CUSTOMER EXPERIENCE AGENCY 36
Let’s go places
THE CUSTOMER EXPERIENCE AGENCY 38
The mom platform
THE CUSTOMER EXPERIENCE AGENCY 39
The Customer Experience Agency
The omnipresent consumer feels entitled to an omnichannel experience !
To make differentiated experiences that matter: 1. Give them control over exploring their passions whether they’re shopping/ buying/consuming/influencing !
2. Demonstrate your value through supplying the optimal mix of discounts, utility, information, community and entertainment !
3. Support their participation & connection with their tribes by supplying rewarding experiences they want to share !
4. Align your business practices and communications to make the exchange of your shared value/s as effortless as possible to build sustainable affinity
SERVING THE OMNIPRESENT CONSUMER WITH OMNICHANNEL
THANK YOU!
