Connecting customer expectations

to client needs

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

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

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

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