mobile user experience meets customer centricity. · mobile user experience meets customer...
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Thorben Fasching
Hamburg, 6. Juni 2016
MOBILE USER EXPERIENCE MEETS CUSTOMER CENTRICITY.
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@OPENREPLY_DE
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WHY DOES CUSTOMER CENTRICITY BECOMES EVEN MORE IMPORTANT?
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WE ARE LIVING IN AN AGE OF INFO AND NEWS-
SMOG.
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WE ARE LIVING IN AN AGE OF EVERYWHERE AND
EVERYTIME-COMMERCE.
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EVERYTHING HAPPENS IN REALTIME WITH HIGH
SPEED.
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EVERYONE CREATES THEIR OWN INDIVIDUAL
FILTERS.
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AND ONLY LET THROUGH TO ITSELF WHAT IS REALLY
RELEVANT.
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BUT HOW CAN CUSTOMERS DECIDE
WHAT IS REALLY RELEVANT?
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ARE THEY IN THE DRIVER´S SEAT?
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OR DO ADVERTISERS AND RETAILERS MANIPULATE
THE FILTERS?
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WHAT IS THE RIGHT APPROACH TO A CUSTOMER CENTRICITY STRATEGY TO GET A GREAT (MOBILE) UX?
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CREATING A POSITIVE CUSTOMER EXPERIENCE ALONG THE CUSTOMER
JOURNEY.
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PRE-SALE, POINT-OF-SALE AND POST-SALE.
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RELEVANT INFORMATION ARE VALUE ADDED
SERVICES.
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CHANGE.
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THE SECRET OF CHANGE IS TO FOCUS ALL YOUR ENERGY, NOT ON FIGHTING THE OLD, BUT ON BUILDING THE NEW.
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WHAT IS THE NEW?
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BUILD A CUSTOMER-CENTRIC COMPANY
CULTURE.
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YOUR CUSTOMER IS THE HERO. NOT YOUR
PRODUCT OR YOUR SERVICE.
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A CUSTOMER CENTRIC APPROACH DIFFERENTIATE A
COMPANY FROM COMPETITORS WHO DO NOT
OFFER THE SAME EXPERIENCE.
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WHAT ARE THE NEEDS OF A CONNECTED
CUSTOMER?
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SEAMLESS EXPERIENCE.
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FIND WHAT HE NEEDS IN A FAST AND EASY WAY.
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REGARDLESS OF TOUCHPOINTS.
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WHAT IS THE ROLE OF DATA WHEN THINKING ABOUT MOBILE USER EXPERIENCE?
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USING CUSTOMER DATA FOR REALTIME
MULTITOUCHPOINT-MANAGEMENT.
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WITH DATA TO INSIGHTS.
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WITH DATA TO IDEAS.
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WITH DATA TO STORIES.
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WITH DATA TO 1-2-1-COMMUNICATION.
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THE RIGHT INFORMATION AT THE RIGHT TIME IN THE
RIGHT PLACE.
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WITH SMARTPHONES.
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BUT…
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BIG DATA IS LIKE TEENAGE SEX.
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EVERYONE TALKS ABOUT IT, NOBODY REALLY KNOWS HOW TO
DO IT, EVERYONE THINKS EVERYONE ELSE IS DOING IT, SO EVERYONE CLAIMS THEY ARE
DOING IT… (DAN ARIELY)
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HOW TO BECOME CUSTOMER CENTRIC AND CREATE A GREAT CUSTOMER EXPERIENCE?
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#1
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THROW CONVENTIONAL MARKETING WISDOM OUT
OF THE WINDOW.
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#2
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USING DATA TO YOUR ADVANTAGE.
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#3
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MOBILE IS THE MOST IMPORTANT TOUCHPOINT.
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#4
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BUILD YOUR BUSINESS AROUND YOUR BEST
CUSTOMERS.
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THANK YOU.
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THORBEN FASCHING Geschäftsführer Open Reply Germany Vizepräsident Bundesverband Digitale Wirtschaft (BVDW) e.V.
Mobile: +49 151 195 609 65 Mail: [email protected] Twitter: @thabor
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CONTACT