evaluating the customer experience in multi-channel e-commerce applications -inpost
TRANSCRIPT
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Agenda Why not just „home delivery”?
Creating rituals that build brand value
Testing and collecting customer feedback
to optimize unique experiences
Optimizing multi-channel communication
and integration
Value of customer experience
COST OF FAILED
DELIVERIES IN THE UK
£851mln
UK shoppers walked away from e-store because there wasn’t enough choice of delivery options.
1 OnePoll Research in a study for DPD.
50.93% OF PARCELS ARE COLLECTED BETWEEN 5 PM AND 8 AM Outside traditional courrier operating hours
5 Source: InPost data. All users statistics 2013
Traditional courier operating hours
Click & Collect
retailer’s high-street
store
local shop or
specialized PUDO
87% of shoppers chose C&C because they could select the time of collection. 46% of shoppers questioned had abandoned their basket at checkout because of delivery concerns (mainly the high cost of home delivery) 76% of shoppers surveyed said they expect no delivery charge 43% of shoppers are prepared to travel up to 5 miles to collect their order while 37% are only willing to travel 1 mile.
6
http://www.retailgazette.co.uk/articles/23311-feature-is-the-uk-a-click-collect-nation http://internetretailing.net/issue/internetretailing-magazine-march-2014-volume-8-issue-3/the-final-mile/
THE CONVENIENCE OF CLICK & COLLECT
24/7 service
Low shipping costs
Free shipping to end customer
Market penetration
WE ARE ENTERING MARTINI AGE
“ANYTIME, ANYPLACE, ANYWHERE”
3 OnePoll research in a study for DPD [August 7, 2012] 2 IMRG, CapGemini 1 IMRG
of Click-and-Collect as a delivery method in the UK e.g. 50% of online sales at John Lewis – 500 million pounds
33% YoY growth
up to 17% average growth of eCommerce in the UK for the next 5 years to reach
home deliveries fail at first attempt at an estimated
costs of 850 million GBP
up to
20%
2 billion parcels in 2017
73% of UK shoppers walked away from an e-store because there was insufficient choice of delivery options3
WHAT IS SO SPECIAL ABOUT OUR LOCKERS
AVAILABILITY 24/7 No queues and no opening hours. SPEED Picking up a parcel takes just 7 seconds. SIMPLICITY A text message, a few clicks or a QR code scan and the locker opens. Even a child can do it! PRICE One of the cheapest delivery options customers appreciate. FULL DISCRETION InPost locker keeps what’s personal, private. No more nosy comments about the content of your shopping. SAFETY Unique collection codes, CCTV, secure locks and solid steel locker construction.
OFFER 24/7 ACCESS
Parcel lockers offer 24/7 access which is used by customers
according to our statistics:
29,7% of parcels are collected at weekends
51,5% of parcels are collected between 4 PM and 9 PM
58% of parcels were collected outside traditional
depots opening hours
„The remarkable
brands affect like
religion, and to build a
brand is to connect the
brand with Martin Lindstrom „Buyology -Truths and lies about why we buy” rituals.”
Personalized (user & sender)
Real time, trigger based
Customised
Integrated with Social Media
REAL LIFE NOTIFICATION
PARCEL STATUS MESSAGES - FIRST OF ALL WE ARE… HUMAN
Weather by the locker forecast
Link to a song on YouTube
Countdown how many hours it took us to get the parcel
Detailed location description
Bigger code for those who read it on mobile
WHAT IS THE BEST WAY TO ASK FOR FEEDBACK?
Goals: To compare and choose a method of gathering customer real-time feedback To capture feedback and take actions based on the feedback
Preparation: Dedicated extension development in Communicator 2.0 Survey questions preparation
Humorous way Standard way
Channels: USSD – first level SMS message that opens a communication session with a
user. This is free of charge for them but interaction must be done immediately. IVR – interactive voice response – like a calling service with questions where
you answer by pressing the buttons on the phone. SMS – text messages which cost a user standard rate within their tariff plan.
PERCENTAGE OF POSITIVE FEEDBACK - 99,9%
No. of customers asked to participate: 92 429
No. of completed surveys received: 1774
Overall satisfaction rate 8,56/9
No. of times customers used the following words: 401 x SUPER
400 x OK
83 x : )
29 x GIT (nice stuff)
27 x ;)
14 x polecam (recommend)
„100% professionals :-) „
„Cool communication ;)”
„mega positive surprise :)”
„You are guys just awesome!:) „
„All is just cool, fuck the others :D”
„I am in heaven!”
BEST MIRAGE BETWEEN RESPONSE RATE, COSTS AND ACCEPTANCE GIVES US SMS.
90629 600 1200
0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000
USSD SMS IVR
Surveys sent
3493 591
1043
0 500 1000 1500 2000 2500 3000 3500 4000
US… SMS IVR
Surveys delivered
1365 124
321
0 200 400 600 800 1000 1200 1400 1600
US… SMS IVR
Surveys (completed) received from the customers
Cost per reply Euro
IVR 0,5
SMS 0,2
USSD 0,22
Response rate %
IVR 25,6
SMS 12,8
USSD 1,7
107 CHECK POINTS ARE EVALUATED IN THE FOLLOWING CATHEGORIES: Parcel locker locations Parcel locker physical conditions
1 - unacceptable processes, tasks flow, errors, no access etc.
2 - below expectations, some problems might be annoying for a customer
3 - it meets needs but a bit below what you would expect from our competitor
4 - it is what customer would expect from us not knowing how keen we are about
creating unique customer experience
5 - a bit above it but might not be recognized by a customer
6 - it will be recognized by customer as extraordinary
7 - it is just an amazing experience; you have goose bumps experiencing it
RANKING DEFINITION OF CUSTOMERS EXPERIENCE
Safety Marketing Customer Processes
IMPROVED CUSTOMER SATISFACTION
of e-shoppers who use the parcel
lockers would be more likely to use
an online retailer which offered it in
its delivery service1.
1 Research conducted in Ireland
80%
CONVENIENCE
IT’S EASY TO SELL IN POLAND
7 500 new customers a week
0,02% churn rate per month
0 euro investment on direct acquisition
Baltic States
Russia Chile
Ireland
TODAY WE HAVE THE BIGGEST NETWORK IN THE WORLD, TOMORROW WE’LL BE GLOBAL
Australia
Slovakia Ukraine
UK
We plan to deploy 16 000 lockers till 2016 in Europe
NET PROMOTER SCORE
According to online shoppers, there is no better dispatch company than InPost Parcel Lockers. NPS (Net Promoter Score = % of positive opinions - % of negative opinions) Source:
http://www.opineo.pl/opinie
InPost Parcel Lockers 91% UPS 86% DHL 84% PP 56%
0 20 40 60 80 100
Satisfaction
Loyalty
Apostols 84%
Hostages 11%
Hired guns 5%
Terrorists 1%
MRR
MARKET RESISTENCE RATIO OF INPOST
37
00,4
PROJECT: 11-19.02.14
METHOD: Phone interview assisted with computers (CATI)
POPULATION: InPost Parcel Lockers Clients
GROUP: Reprezsentative, by chance, of 600. Max. error of 4%.
THE STRONGEST VALUES?
http://experiencematters.wordpress.com/tag/radio-shack/
24/7 availability of InPost Parcel Lockers
meets my needs 93% definitely YES
Style of communications between the Lockers and clients - e-mails, sms, time counting
91% definitely yes
40
*Source: IBM Center For Applied Insights. October 2011. The potential benefits above are modeled using publically and privately available data. These potential benefits reflect a
relative result based on a specific set of data and assumptions. Therefore, potential benefits will vary by enterprise and are not guaranteed.
CAPTURE ECONOMIC VALUE
FROM EACH OF THE
COMPETENCIES.
21%
40%
21%
Profit from increased
revenue
Improved margins Reduced
inventory
Increased SG&A
efficiency
Reduced marketing
expense
9%
9%
Annual economic benefits by value driver Illustrative $25B soft-line Retailer*
(40.5% GM, 5% Op Margin)
7% improved customer
experience
5% improved brand image
1% improved
employee satisfaction
TAKE AWAY Integrity in all what you do – also in researching
Go to extremes or you will not be recognized
Don’t wait for a big systems act now
Experience starts at the parking lot
Be a customer of your own service – stay a
human - people have enough of strangers
around
Get management buy in
Use the power of love
Title Sponsor Gold Sponsors
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MRMW Berlin Sept. 23-26, 2014 #MRMW
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