maximise how you individualise
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Want to get your hands on the latest research on ‘The State of Customer Experience in Asia Pacific', then download this sneak-peak presentation from ‘The CMO Council’, and be one of the first in line to get access to the full report when it is released on the 12th of December. Find out what Marketers in Asia are thinking about Customer Experience and how it helps them to differentiate their brands.TRANSCRIPT
Asia-Pacific Date & Times: November 26, 2013; 7:30 am IST, 10:00 am SGT, 1:00 PM AEST United States Date & Times: November 25, 2013; 9:00 pm EST; 6:00 pm PST
The State Of Customer Experience in Asia-Pacific
WEBCAST Revealing Best Practices from industry leaders
MAXIMIZE HOW YOU INDIVIDUALIZE
WELCOME v What we are here to do…
• Provide a sneak peak of findings from the upcoming study focused on customer experience across Asia
• Hear from industry leaders to see if the findings are in line with their experiences across the market
• Share insights into how and why customer experience management is critical in this connected digital landscape
WELCOME v Who we will be hearing from…
• Nicolas Kontopoulos, Senior Director, Global CRM Marketing, SAP
• Chris Reed, Chief Marketing Officer, Mig33 • Lea Wright, Head of Consumer CRM, Westpac • Christel Quek, Regional Digital & Social Strategist
66% say positive customer
experience can help differentiate
their brand
MAXIMIZE HOW YOU INDIVIDUALIZE
MAXIMIZE HOW YOU
INDIVIDUALIZE v Online audit of 217 senior marketers across Asia v Interviews with XX v Full report and findings available December 12
Source: ComScore
WHAT IS CUSTOMER CENTRICITY?
60% say centricity is a corporate
culture that places customer
satisfaction above all else
v Products that reflect ongoing customer co-innovation (45%)
v A senior management team committed to understanding and serving their markets (35%)
v Responsible use of customer data and insight to advance the customer experience (35%)
HOW CUSTOMER CENTRIC ARE INTERNATIONAL BRANDS?
1%
0%
12%
32%
43%
13%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Not Sure
Poor
Needs Improvement
Moderate
Good
High
HOW CUSTOMER CENTRIC ARE ASIAN BRANDS?
2%
3%
24%
36%
28%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Not Sure
Poor
Needs Improvement
Moderate
Good
High
HOW VOCAL ARE APAC CUSTOMERS?
VOICES GETTING STRONGER
v Selectively Vocal: Feedback depends (42%) v Proactive & Private: Willing to share directly
with brand (17%) v Actively Social: Always ready to share (13%)
Source: ComScore
THE ONES TO WATCH
v Silent But Act Fast: No sharing…but no warning when they stop doing business (5%)
Source: ComScore
DO YOU HAVE A FORMAL CUSTOMER EXPERIENCE STRATEGY?
6%
9%
30%
20%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Not Sure
Strategy in Place
Strategy in Development
No
Yes
EXPECTATION & DIGITAL SPARK CXM STRATEGY
v Digital Channel Explosion (64%) v Rapid Behavior Change (62%) v Market Expansion & Introduction (40%)
Source: ComScore
HOW SATISFIED ARE YOU WITH CUSTOMER LISTENING & RESPONSE?
3%
18%
17%
51%
11%
0% 10% 20% 30% 40% 50% 60%
Not Sure
Not At All Satisfied
Implementing Systems
Moderately Satisfied
Highly Satisfied
LISTENING IN WRONG PLACES
v We Wait for Proactive Voices • Email (71%) • Sales Teams • Corporate Website (54%) • Customer Service Centers (50%)
v Not Looking Beyond the Basics • Social (59%) • Blogs (28%) • In-store (26%)
Source: ComScore
SYSTEMS CAN’T LIVE UP TO
BRAND PROMISE v Do your back office systems and operational
structures live up to brand promises & marketing claims? • 26% Yes • 13% No • 55% SOMEWHAT
Source: ComScore
WHAT ARE THE BIGGEST CHALLENGES TO MANAGE GLOBAL EXPERIENCE?
BIG DATA… BIG PROBLEM
v 38% battle data quality v 34% challenged by IT infrastructure v 31% have issues with data ownership v 26% struggle to manage data complexity
Source: ComScore
only 23% have a comprehensive
view of the stages of the customer
lifecycle
HOW (and where) ARE YOU USING CUSTOMER INSIGHT TO OPTIMIZE EXPERIENCE?
PERSONALIZE FOR PROBLEMS
v 42% for service or support v 39% use insight to up-sell or cross-sell v 38% monitor customer lifecycle v 36% use insight to fuel CRM v 31% personalize web and social interaction
Source: ComScore
BUT WE ARE NOT…
v 13% leverage insight for customer revenue optimization
v 17% for lead acquisition v 11% account-based engagements v 10% to improve sales cycles v 3% to recover or reactivate old accounts
Source: ComScore
DO YOU SEE GAPS IN THE CUSTOMER EXPERIENCE?
EMPOWERMENT LACKING
v Operational structure (38%) v Individualization of communication (33%) v Empowering the employee (32%) v Localization (27%)
Source: ComScore
HAVE CXM ISSUES IMPACTED BUSINESS?
EXPERIENCE = $$$
v 41% say customer experience has increased revenue • 18% saw revenue increase between 5% - 10% • 15% saw revenue increase between 1% - 5% • 3% saw revenue increase in excess of 10%
Source: ComScore
Our Guest Speakers v Nicolas Kontopoulos
Senior Director, Global CRM Marketing, SAP v Chris Reed
Chief Marketing Officer, Mig33 v Lea Wright
Head of Consumer CRM, Westpac v Christel Quek
Regional Digital & Social Strategist
Q&A
Please submit your questions in the question dialog box above
This presentaCon will be available to view On-‐Demand soon aJer the live viewing
WHAT’S NEXT? Download the Report >> December 12 Get connected >> (LinkedIn) ‘The Marketing Edge’
This presentaCon will be available to view On-‐Demand soon aJer the live viewing
THANK YOU!
This presentaCon will be available to view On-‐Demand soon aJer the live viewing