20141009 presentation oracle cx day v1.0 english
DESCRIPTION
Enjoy the presentation I gave at Oracle CX Day 2014 in Utrecht. It's about 'Leading Digital' and how to become really digital. Be inspired by disruptive technologies, cases and the building blocks of a digital organisation. Are you ready to (digitally) transform?TRANSCRIPT
Pascal Spelier, October 9th 2014
Leading Digital Transformation Now
No Matter What Business You're In
CX-Day
2
3
We live in a digital era
4
Social Media Is here to stay
5
30.000 years ago What’s New?
6
Mobile ‘We never look up’
7
We Never Looked up
8
“Yes, they’ve got WiFi here”
9
Cloud Computing: We ‘live’ in the cloud
10
90% of the Big Data today was created in the past 2 years
11
You ain’t seen nothin’ yet Here’s something that you’re never gonna forget
Bachman Turner Overdrive
12
Amazon: Drone delivery
13
Do you like this coat?
14
Social media: integration online & offline
15
Quantified Self: smart socks
16
Smart wear at US Open
17
Visual Smart Wear
18
Virtual Reality: just real
19
Fenced chicken becomes free range chicken
20
RoboRoach wirelessly control your cockroach
21
Print your Make-up
22
A house in 24 hours
23
24
This is your wake-up call
25
… for a Digital Transformation?
26
27
28
29
Are you the oil tanker or the pilot boat?
30
Are you the oil tanker or the pilot boat?
31
32
33
34
Basket of indicators: EBIT Margin Net Profit Margin
35
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel Experience Customer Experience Operational
Process Customer Experience Business Model
The building blocks for a digital organization
36
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel Experience Customer Experience Operational
Process Customer Experience Business Model
The building blocks for a digital organization
37
38
What is Customer Experience?
39
Price
Product
Service Customer Experience
The road to loyal customers
‘Commodity’ Differentiating through ‘value added services’
40
Product/service differentiation
Employee satisfaction
Process efficiency Process effectiveness
-‐ Customer satisfaction
-‐ NPS
-‐ Sales
-‐ Share of wallet
-‐ Retention
-‐ Referral
-‐ NPS
-‐ Growth revenue
-‐ Market share
-‐ Profitability
-‐ Share holder value
People
Product/service offering
Process
Customer Experience Customer Behaviour High level company KPI’s
Leading indicators Lagging indicators
Chan
ges
in re
gula
tions
and
tech
nolo
gy
deve
lopm
ents
Context
Source: based on Schmitt – Managing the Customer Experience
Determine your motivation for improving customer experience
41
Customer understanding
Customer touch points
Top line growth
All Channel Experience Customer Experience
Your building blocks to a digital organization
Customer Insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s
42
Customer understanding
Customer touch points
Top line growth
All Channel Experience Customer Experience
Your building blocks to a digital organization
Customer Insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s
43
Customer Insights: what moves your customer?
44
45
ABOUT ME Entrepreneur Ik ben Don (47) en ik run mijn eigen Reclamebureau. Ik heb het in de afgelopen jaren laten groeien tot 15 man personeel en 7 vaste freelancers, met wie ik vaak samenwerk. Ik ben weinig thuis, maar woon wel samen.
MY LIFE
Gerneral management
Sales & Marketing
Operations
MY COMPANY
DAY TO DAY ACTIVITIES
//////////////////////////////////////////////////////////////////
Ik werk veel, vaak en hard. Daardoor heb ik weinig tijd voor andere zaken. Hobbies heb ik niet. Tijdgebrek is sowieso een issue. Ik kan moeilijk zaken uit handen geven. Mijn doel met het bedrijf is om verder te groeien, dan 15 man personeel en 7 vaste freelancers, zodat ik financieel onafhankelijk kan zijn.
Sinds de oprichting zijn we hard gegroeid door de inzet van mijzelf en mijn medewerkers: work hard, play hard. Iedere dag weer richten we ons op tevreden klanten.
Mijn dagen zien er altijd anders uit, ik moet altijd mijn tijd verdelen over verschillende zaken, waaronder de verschillende vrouwen in mijn leven. Ik ben verantwoordelijk voor het aantrekken van nieuwe klanten en de creatieve campagnes. Ik bezoek naast mijn werk af en toe ook beurzen en congressen. Cijfers interesseren mij niet. Daar heb ik mijn accountant voor.
“Risk doesn’t scare me”
Example persona partly in Dutch
Don Draper
46
Entrepeneur
Kleinere risico's zijn voor mij bedrijfsrisico’s. Bij grotere risico’s kijk ik ook naar verzekeringen, mocht het nodig zijn!
55% Krant
Kantoor Thuis
Digitale body language
ABOUT MY COMPANY
Algemeen Eigen medewerkers Vriendingen Concurrenten Accountant
“In het verleden zocht ik àlles zelf op, maar
tegenwoordig laat ik steeds meer over aan mijn
medewerkers”
INFORMATION CHANNELS
CUSTOMER PROFILE
Ik ben al jaren klant bij USAA. De adviseur heb ik via een vriendin leren kennen. Daar heb ik toen niet veel tijd aan besteed.
RISKS
Vriendinnen
////////////////////////////////////
Werkervaring Krant Café Beurzen & congressen Netwerkverenigingen
Use business media
“Its important to keep business going”
55% TV
55% Radio
55% Computer
TIME SPEND PER LOCATION
Example persona
partly in Dutch
47
"Consumers don’t think how they feel. They don’t say what they
think and they don’t do what they say."
David Ogilvy – the Original Mad Man
48
Age, income, location
Transactions Products/services bought Property,
unemployment Preferences regarding
products/services Preferred channels Sustainable
customer relation
Last product bought and
value
Engagement with different
media
‘Depth’ of product
categories
Behaviour regarding
recurring sales or switch
Use of services
Taking part in loyalty
program
Customer DNA
Traditionally
Use devices
49
‘Feature’ Vector Customer X: (A,B,C,D,E,....K)
Share of wallet
Preferred channels
Churn
Life events
Next best sell
Et cetera
Customer DNA derived from data
Bron: IBM
50
More rocket science: clustering
Bron: IBM
51
Data-driven personas
Rank Action Cluster % of Customers
% of Spend
1 Brand lovers 7% 35%
2 Regular customers 12% 15%
3 Online ‘socialites’ 8% 14%
4 ‘Poor’ customer 7% 6%
5 Promising customers 2% 7%
6 Make me an offer 11% 5%
7 Negotiators 2% 4%
8 Try and find me 5% 2%
9 Non loyalists 36% 8%
10 Spoiled customers 1% 2%
11 I’ll be back, maybe 3% 1%
12 Just looking, not buying 6% 1%
52
ABOUT ME Entrepreneur Ik ben Don (47) en ik run mijn eigen Reclamebureau. Ik heb het in de afgelopen jaren laten groeien tot 15 man personeel en 7 vaste freelancers, met wie ik vaak samenwerk. Ik ben weinig thuis, maar woon wel samen.
MY LIFE
Gerneral management
Sales & Marketing
Operations
MY COMPANY
DAY TO DAY ACTIVITIES
//////////////////////////////////////////////////////////////////
Ik werk veel, vaak en hard. Daardoor heb ik weinig tijd voor andere zaken. Hobbies heb ik niet. Tijdgebrek is sowieso een issue. Ik kan moeilijk zaken uit handen geven. Mijn doel met het bedrijf is om verder te groeien, dan 15 man personeel en 7 vaste freelancers, zodat ik financieel onafhankelijk kan zijn.
Sinds de oprichting zijn we hard gegroeid door de inzet van mijzelf en mijn medewerkers: work hard, play hard. Iedere dag weer richten we ons op tevreden klanten.
Mijn dagen zien er altijd anders uit, ik moet altijd mijn tijd verdelen over verschillende zaken, waaronder de verschillende vrouwen in mijn leven. Ik ben verantwoordelijk voor het aantrekken van nieuwe klanten en de creatieve campagnes. Ik bezoek naast mijn werk af en toe ook beurzen en congressen. Cijfers interesseren mij niet. Daar heb ik mijn accountant voor.
“Risk doesn’t scare me”
Example persona partly in Dutch
Don Draper
53
The future marketeer is a nerd with empathy
54
‘Seamless’ Ordering in B2B
55
Transformation to B2C
56
Customer understanding
Customer touch points
Top line growth
All Channel Experience Customer Experience
Your building blocks to a digital organization
Customer Insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s
57
Integrating and optimizing the
commercial-‐ and service
activities in channels
58
Customer Experience
(Social) Behavior
(Big) Data
Intelligence
What Makes Homer Click?
Observations
59
Cross-channel ‘Marketing’ Engine Observation
(data & information)
Trigger
(right message, right channel)
Interpretation (intelligence)
Reaction (call to action)
60
61
62
63
From more leads, to more sales
64
65
Customer understanding
Customer touch points
Top line growth
All Channel Experience Customer Experience
Your building blocks to a digital organization
Customer insights & Segmentation
(Digital) Marketing & Sales
(Digital) Channel Strategy & Customer Journey’s
66
Simplified Customer Journey
67
Customer Life Cycle
Awareness Orientate Purchase Receive Use Service
Each Customer Journey has a Customer- & organization side
Processes
Midoffice
Customer Relationship
Management
Customer Financial
Management
Document Management
Communication Management
Business Process Management Security
Advise
68
‘Beware of putting lipstick on a pig‘‘
69
How to become really digital?
FRONTEND
hello customer
ISN’T THIS
ENOUGH?
self
directed
CAN I INSURE
MYSELF? the customer is
becoming part of
the processes!
only decoration?
70
Vodafone Smartphone Crew
71
Burberry: “to be the first
company that’s fully digital end to end”
72
Total access to Burberry, across any device, anywhere
and with the same feeling of the brand
73
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Digital-First thinking: Burberry designs flagship
shop to resemble it’s website
75
Awareness Orientation Buy Receive Use Service Advice Retention
How to become really digital?
76
Awareness Orientation Buy Receive Use Service Advice Retention
How to become really digital?
77
360° view of the customer (Social-‐CRM) Workflow management Social listening / external data sources
Datawarehouse / realtime data Big data analytics / predictive modelling Digital marketing-‐ & campaigns (inbound)
Awareness Orientation Buy Receive Use Service Advice Retention
How to become really digital?
78
”Nearly 100% of innovation is inspired not by market analysis, but by people who are supremely pissed off by the way things are” Tom Peters – bestseller author of management books
80
.com
81
Pascal Spelier
Managing Consultant Digital Customer Experience
Reykjavikplein 1, Utrecht, The Netherlands
Mobile:+31 (0) 6 53 29 90 17 [email protected]
Thank you!
@spelier www.slideshare.net/pascal.spelier www.linkedin.com/in/pascalspelier