customer experience - how brands can work with cx in an ever-evolving digital landscape
Post on 15-Feb-2017
203 Views
Preview:
TRANSCRIPT
FEELING IS BELIEVINGDIGITASLBI BREAKFAST CLUB
HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCEIN AN EVER-EVOLVING DIGITAL LANDSCAPE
People will forget what you saidPeople will forget what you didBut people will never forget how you made them feel
Maya Angelou
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OUR MISSIONWE CREATE WORLD CLASS CUSTOMER
EXPERIENCES
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OUR FORMULAWE FUSE DATA, CREATIVITY AND TECHNOLOGY
DATA IS THE FOUNDATION CREATIVITY IS HEART
TECHNOLOGY IS THE ENABLER
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
SERVICE OFFERINGS
INSIGHT & STRATEGY
THE INDIVIDUALChannelMarket
Competition
BRAND EXPERIENCE
THE BRANDService design
Campaigns
ACTIVATION
OWNED · EARNED · PAIDEngagementConversationAwareness
PLATFORMS & COMMERCE
CXME-commerce
WCMPlatform Optimizaion
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHO WE WORK FOR
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WE CREATE AWARDWINNING WORK
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 8
USA2850
NORDICS250
UK900
EUROPE1000
APAC1100
6000+ PEOPLE40 OFFICES25 COUNTRIES
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
SARA EGGERT• Skåning living in Göteborg
• Three years at DigitasLBi
• 10+ years working with creating user experiences for both physical products and digital services
• Is Geek Girl by heart
Senior User Experience Architect@eggerts
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ISABELLA SALOMONSSON• Värmläning in exile
• Two years at DigitasLBi
• 10+ years working with content and communication
• Is just a geek
Lead Content Strategist@salomonssons
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OK, LET’S GET STARTED
WHY DO I NEED TO CARE?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE DIGITAL EVOLUTION
Electricity Light bulb Phone Internet Social WebInternet of Things
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW WE’VE USED DIGITAL
Social Web Integrated platformsMarketing Loyalty programsProduct catalouge
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
IT IS NO LONGER A BUZZWORD
More than 70 % considerCustomer Experience to be a highly strategic issue to be
address at top management level
Customer Experience in the digital age, Harvard Business Review, 2015
People will forget what you saidPeople will forget what you didBut people will never forget how you made them feel
Maya Angelou
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT DO WE FEEL?
Plutchik’s wheel of emotions
POSITIVE EMOTIONSTrustInterestCuriosityWonderDelightFulfilledHappyPleased
NEGATIVE EMOTIONSDistrustAngerAnnoyanceUndervaluedInvisiblePowerlessMisunderstoodBetrayed
90% OF CONSUMERS TRUST PEER RECOMMENDATIONS.
ONLY 33% TRUST ADS.
Nielsen / SimplyMeasured
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
A happy customer will tell about 4-6 peopleabout their experience
THE PAY-OFF
Nielsen / SimplyMeasured
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
An unhappy customer will tell about 9-15 peopleabout their experience
THE DOWNSIDE
Nielsen / SimplyMeasured
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE BOTTOM LINEIt is all my interactions with a brandboiled down into one elusive feeling
DID YOU DO GOOD?or
DID YOU DO BAD?
SO, WHAT’S THE DEAL?
CUSTOMER EXPERIENCE IS THE FEELING
YOU REMEMBER
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
YOU ARE ONE BRAND
INTERACTIONBRAND
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW YOU SEE YOU
Product R&D
Online
Marketing
PR
Sales
HR
MANAGEMENT
BRAND*
WHAT KIND OF EXPERIENCE DO YOU THINK THAT WILL GIVE ME?
I GET IT!WHY DOSEN’T EVERYONE
DO THIS?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE TOP THREE BARRIERS OFCX IMPROVEMENTS
Customer Experience in the digital age, 2015, Harvard Business Review
1. ORGANIZATIONAL SILOS2. CULTURAL RESISTANCE3. INFLEXIBLE, OUTDATED TECH
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ORGANIZATIONAL SILOS
Customer Experience in the digital age, Harvard Business Review, 2015
Organiza...
5037
Best in classUnderachievers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CULTURAL RESISTANCE
Cultural...
44
38
Best in classUnderachievers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
INFLEXIBLE, OUTDATED TECH
Inflexib...
34
32
Best in classUnderachievers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CUSTOMER EXPERIENCE STRATEGY
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WORK FOR CHANGEVISION CULTURE ORG. TECH ACTIONS
CULTURE ORG. TECH ACTIONS
VISION ORG. TECH ACTIONS
VISION CULTURE TECH ACTIONS
VISION CULTURE ORG. ACTIONS
VISION CULTURE ORG. TECH
= CHANGE
= RESISTANCE
= CONFUSION
= FRUSTRATION
= FALSE STARTS
= NOTHING
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE IS YOUR COMPANY?
Integrated processSilos
Shared strategy and communication
Fractured strategies and communication
IT’S A JOURNEY
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE TRANSFORMATION BEGINS
TRANSITION
DIFFERENTIATION
DISTINCTION
TIME & INVESTMENT
CX IM
PLEM
ENTA
TION
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
TRANSITION:SORT OUT BASICS
• Do we have a joint approach on how to engage customers in the different stages of the customer decision journey?
• Is our communication constructed to cater for different types of customer behaviours?
• Is our communication consistent across all customer touch points?
• Do we live up to expectations?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DIFFERENTIATION:TAKING THE NEXT STEP
• What is our primary processes towards and around our customer?
• When are we most likely to fail our customers?
• Are we doing it right today?
• How can we create change?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DISTINCTION: TAKING THE NEXT STEP
• Data leads to insights which leads to optimization opportunities
• Get creative with solutions
• Explore the unknown
• Never settle
HOW TO MEASUREA NEW TYPE OF DATA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
EMOTION DATA
Positive• Familiar situation• Relaxed chore• Cheerful mood• History of good experiences with a vendor• Shopping for fun
Negative• Startling occurrence• Urgent problem• Depressed or angry mood• History of bad experiences with a vendor• Making a critical purchase
Experience
Positiveemotion
Negativeemotion
Context
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHEEL OF EMOTIONS
Plutchik’s wheel of emotions
POSITIVE EMOTIONSTrustInterestCuriosityWonderDelightFulfilledHappyPleased
NEGATIVE EMOTIONSDistrustAngerAnnoyanceUndervaluedInvisiblePowerlessMisunderstoodBetrayed
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
POKER FACE?
Selfreported feelingsObserve behaviourFacial recognition of emotionsPhysiological arousal
TAKING THE FIRST STEP
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
UNDERSTANDING YOUR AUDIENCE,MEANS YOU’RE ALWAYS RELEVANT
- How do they move and act?- What patterns can we identify?- Where do they experience hurdels?- What are their needs?- What makes them tick?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE DO WE START?
Attitudes Needs Behaviour
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE DO WE START?
Attitudes Needs Behaviour
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Ecosystem=
THE FORMULA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS
CUSTOMER BEHAVIOUR
IDENTIFYNEED STATES & CUSTOMER BEHAVIOUR
YOUR JOURNEYSTARTSHERE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
IDENTIFYING YOUR CHANNELS
TYPE OF CONTENT
SOCIAL MEDIA
WEBSITE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
CONTENT
TYPE OF CONTENT
SOCIAL MEDIA
WEBSITE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
ENGAGEMENT MAPPING
TYPE OF CONTENT
SOCIAL MEDIA
WEBSITE
CTA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
A EVERGREEN ECO SYSTEM
TYPE OF CONTENT
SOCIAL MEDIA
WEBSITE
CTA
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Ecosystem=
THE FORMULA
CUSTOMER EXPERIENCE IS THE EVER EVOLVING
END STATE
MOST IMPORTANTLY – YOU CANNOT DO IT ONCE
THANK YOU
STAY IN TOUCHSARA EGGERTSENIOR USER EXPERIENCE ARCHITECT@EGGERTSSARA.EGGERT@DIGITASLBI.COM
ISABELLA SALOMONSSONLEAD CONTENT STRATEGIST@SALOMONSSONSISABELLA.SALOMONSSON@DIGITASLBI.COM
top related