20141009 presentation oracle cx day v1.0 english
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Pascal Spelier, October 9th 2014
Leading Digital Transformation Now
No Matter What Business You're In
CX-Day
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3
We live in a digital era
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Social Media Is here to stay
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30.000 years ago What’s New?
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Mobile ‘We never look up’
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We Never Looked up
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“Yes, they’ve got WiFi here”
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Cloud Computing: We ‘live’ in the cloud
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90% of the Big Data today was created in the past 2 years
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You ain’t seen nothin’ yet Here’s something that you’re never gonna forget
Bachman Turner Overdrive
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Amazon: Drone delivery
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Do you like this coat?
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Social media: integration online & offline
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Quantified Self: smart socks
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Smart wear at US Open
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Visual Smart Wear
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Virtual Reality: just real
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Fenced chicken becomes free range chicken
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RoboRoach wirelessly control your cockroach
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Print your Make-up
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A house in 24 hours
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This is your wake-up call
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… for a Digital Transformation?
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Are you the oil tanker or the pilot boat?
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Are you the oil tanker or the pilot boat?
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Basket of indicators: EBIT Margin Net Profit Margin
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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
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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
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What is Customer Experience?
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Price
Product
Service Customer Experience
The road to loyal customers
‘Commodity’ Differentiating through ‘value added services’
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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
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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
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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
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Customer Insights: what moves your customer?
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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
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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
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"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
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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
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‘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
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More rocket science: clustering
Bron: IBM
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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%
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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
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The future marketeer is a nerd with empathy
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‘Seamless’ Ordering in B2B
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Transformation to B2C
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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
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Integrating and optimizing the
commercial-‐ and service
activities in channels
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Customer Experience
(Social) Behavior
(Big) Data
Intelligence
What Makes Homer Click?
Observations
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Cross-channel ‘Marketing’ Engine Observation
(data & information)
Trigger
(right message, right channel)
Interpretation (intelligence)
Reaction (call to action)
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From more leads, to more sales
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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
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Simplified Customer Journey
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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
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‘Beware of putting lipstick on a pig‘‘
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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?
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Vodafone Smartphone Crew
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Burberry: “to be the first
company that’s fully digital end to end”
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Total access to Burberry, across any device, anywhere
and with the same feeling of the brand
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Digital-First thinking: Burberry designs flagship
shop to resemble it’s website
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Awareness Orientation Buy Receive Use Service Advice Retention
How to become really digital?
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Awareness Orientation Buy Receive Use Service Advice Retention
How to become really digital?
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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?
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”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
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.com
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Pascal Spelier
Managing Consultant Digital Customer Experience
Reykjavikplein 1, Utrecht, The Netherlands
Mobile:+31 (0) 6 53 29 90 17 pascal.spelier@capgemini.com
Thank you!
@spelier www.slideshare.net/pascal.spelier www.linkedin.com/in/pascalspelier
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