customer experience in a digital age (#ddmc2012)
TRANSCRIPT
Customer Experience in a Digital AgeCustomer Experience in a Digital Age
@geert_martens, competence leader customer experience, 4C Consulting
Brussels, 24th May 2012Prepared for #DDMC2012
4C Consulting | Service portfolio
@geert_martens
C t E i M t
g | p
Customer Experience ManagementNaïve‐to‐Natural | Emotional Signature | Moments of Truth | Multi‐channel Strategy | Unique Customer View | CRM Roadmap
Marketing Excellence Sales Excellence Service Excellence
• Marketing Maturity Assessment• Campaign Management & Automation• Campaign Management Outsourcing
• SFA Management & Automation• Sales Portfolio Management• Sales Middle Office
• Customer Service Automation• Self Service Strategy & Management• Complaints Handlingp g g g
• Marketing Resource Management • Training & Coaching p g
Customer Insight ManagementIntelligent reporting | Data Quality | Data Integration | Advanced Analytics
2
Book us for customer experience inspiration:Book us for customer experience inspiration:• Conference speaking
• Inspiration workshops
Hire us for customer experience transformation:• Customer experience statement
l• Emotional Signature
• Moments of Truth transformation
• CeX training & coaching
Geert Martens, competence leader customer experience• Mobile: +32 477 365 166
• Email: [email protected]
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeertp // / / g
• Slideshare: http://www.slideshare.net/gmartens
@geert_martens | #DDMC2012
Welcome toWelcome toh fthe age ofg
the customerthe customer
Age of the CustomerPower comes fromengaging on an emotional
Age of Information
engaging on an emotionallevel with empoweredcustomers
gConnected PCs and supply chains mean thosewho control the i f ti fl
Age of DistributionGlobal connections and
i
information flowdominate
Age of Manufacturing
transportation systemsmake distribution key
Age of ManufacturingMass manufacturingmakes individual power houses successful
14%14%
trust adsfor purchase decisions
76%76%
trust consumer recommendations
for purchase d i idecisions
@geert_martens | #DDMC2012
When your customer are emotionally engaged theyWhen your customer are emotionally engaged, they...
Pay a price premium Buy more Stay loyal
Forgive operational
hiccups
Cost less to serve
Promoteyour brandp hiccups y
E ti lE ti lEmotionalCustomer Engagement
EmotionalCustomer EngagementCustomer EngagementCustomer Engagement
@geert_martens | #DDMC2012
Great customerexperiences
Great customerexperiencespp
@geert_martens | #DDMC2012
What is aWhat is acustomer
experience?experience?
@geert_martens | #DDMC2012
A customer experience isA customer experience is
emotio organizatijournotionsgnization
jrneyns oneyHow a customer
feels and remembersa journey of interactions
with and aboutan organization
AffectionAngerAnnoyanceAnxietyApathyArousalAwe
Impactingthe way you feelCared for
ContemptCuriosityBoredomDepressionDesireDespairDisappointment At
ii
i
the way you feelabout
The company
The brandDisappointmentDisgustDreadEcstasyEmbarrassmentEmpathyEnergizedEnvyEuphoria
At eachinteraction, emotions
i i
The products
companyEuphoriaFearFocusedFretfulFrustrationGratitudeGriefGuilt
emotionsare evoked
i i
The service
HappinessHatredHopeHorrorHostilityHurriedHysteriaIndifference
i i
Value
The people
IndifferenceInterestIrritationJealousyLoathingLonelinessLoveLustMisery
i i
Othercustomers
Valuereceived
MiseryNeglectedPamperedPityPleasedPrideRageRegret
Yourself
customersgRemorseSadnessSatisfactionShameShockShynessSorrowSufferingSufferingSurpriseStressedTrustValuedWonderWorrySource: xprnc.be
@geert_martens | #DDMC2012
Make or Break moments
Make or Break moments“Moments of Truth”
@geert_martens | #DDMC2012
DeliberateDeliberate& valued
on an emotional level
Perfect performance on all Moments of
Truth
Great customerexperiences
Great customerexperiencesTruth pp
Consistentacross touchpointsacross touchpoints
& customer lifecycle
@geert_martens | #DDMC2012
People will forget what you said, people will forget what you did,People will forget what you said, people will forget what you did,people will forget what you did, but people will never forget how you made them feel. Maya Angelou
people will forget what you did, but people will never forget how you made them feel. Maya Angelou
@geert_martens | #DDMC2012
The
G dThe
B dAnd The
U lGood Bad Ugly
@geert_martens | #DDMC2012
@geert_martens | #DDMC2012
@geert_martens | #DDMC2012
A straight forward advertisement llCustomer – “Hi, I saw your ad in the paper and
@geert_martens | #DDMC2012
advertisement… call us, we can help you better your vision
wanted more info”Ultralase – “Certainly, may I have the code number
of the ad you are referring to”
Source: Beyond Philosophy
@geert_martens | #DDMC2012
@geert_martens | #DDMC2012
@geert_martens | #DDMC2012
Take aways forTake‐aways ford d idata‐drivenmarketingmarketing
@geert_martens | #DDMC2012
1 Define your customer experience1 Define your customer experience1.Define your customer experience1.Define your customer experience
@geert_martens | #DDMC2012
2. Revise your2. Revise yourycampaign process
ycampaign process
@geert_martens | #DDMC2012
3 Improve data quality3 Improve data quality3. Improve data quality3. Improve data quality
@geert_martens | #DDMC2012
4 Analyze your campaigns differently4 Analyze your campaigns differently4. Analyze your campaigns differently4. Analyze your campaigns differently
@geert_martens | #DDMC2012
5 Apply the power of social5 Apply the power of social5. Apply the power of social5. Apply the power of social
Source: @hanssmellinckx
@geert_martens | #DDMC2012
6.Measure6.MeasureMeasureyour customer experienceMeasureyour customer experience
@geert_martens | #DDMC2012
@geert_martens | #DDMC2012
You can’t stop the waves,b l h fYou can’t stop the waves,b l h fbut you can learn how to surfJon Kabat‐Zinnbut you can learn how to surfJon Kabat‐Zinn
Define & measure KPIsBuild a CeX statement
@geert_martens
Calculate ROI
Id if i i i
Break‐down the CeX statement into: +/‐ emotions, traits & desired behavior
Customize for core segments & Define touch points code of conduct
1.Define1.DefineIdentify improvement opportunities
Define fit‐gap & identify quick wins
2. Design2. Design4. 4. MeasureMeasure
3.3. ImplementImplementD i i l i d & 3. 3. ImplementImplementDesign behavioral principles per business unit
Map the customer journey f h t
Design implementation roadmap & implement Quick Wins
Implement the Moments of Truth
for each core segment
Identify the Moments of Truth (MoT) for each journey
Design the MoT: emotions behavioral
Communicate. Repeat.
Train & coachDesign the MoT: emotions, behavioral principles, processes, tools & KPIs
[email protected] @geert_martens
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com