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Connecting customer expectations
to client needs
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McKinsey & Company | 1
The world is changing – great customer experience cuts across multiple
touch points and channels
SOURCE: McKinsey Customer Experience Service Line Survey
of customers use physical store as a
showroom but buy from same store’s
web-site29%
of all customer interactions are part of a
multichannel/multi-touch sequence56%
77%of all “very satisfied” customers used
3+ channels to meet specific needs
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McKinsey & Company | 2SOURCE: iConsumer US 2013, Team Analysis; n=2215(2013)
Multi-channel customers are more valuable
1 This is 5% trimmed means i.e. exclude the top 5% and the bottom 5% to remove outliers
2 Low sample size
Average1 spend on clothing
Dollars per month
Multi-
channel112All three channels
Dual
channel83
141
144
Offline and mobile
Offline & PC
PC and mobile2
Single
channel
53
79PC only
Offline only
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McKinsey & Company | 3
Single-site shoppers
Percent of online shoppers in category making purchase at only one sites
Consistent experience across channels typically drives higher
levels of loyalty
SOURCE: iConsumer 2013 US research
Grocery
Video games
DVD/Video
Books
Computer HW/SW
Electronics
Clothing
0
10
20
30
40
50
60
70
80
All purchases
online
75-99% of
purchases
online
50-75% of
purchases
online
25-50% of
purchases
online
<25% of
purchases
online
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McKinsey & Company | 4
Many companies have a lot of digital data, but struggle
to enhance experience consistently across channels
Service experience
Efficiency
Sales leakages
TELCO EXAMPLE
▪ Assistant in store does not know about issue
I opened with care center.
▪ “I can’t self-service everything online”
▪ 12% of new clients call within 1month
▪ Missing process for cross-channel leads
▪ 15% of store visits end in a sale
▪ Only 2% of hardware eShop visits converted
to sales on-line
▪ Activating new client requires checking 4 systems
▪ Each assistant must know about
100+ tariff combinations
▪ Mobile subscription takes up to 24 hours
to activate