Customer Experience in a digital ageCustomer Experience in a digital ageGeert Martens, practice leader 4C Consultingp g

geert.martens@4Cconsulting.com @geert_martens http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert

2BMay 2011

2B2 Billion Internet users

255M255 Million websites

294B294B294 Billion emails sent every day

600M600 Million people on Facebook

5 3B

300M

5.3B5.3 Billion people with mobile devices

300 Million people on Twitter17B17 Billion sms every day

2B2 Billion videos per day

2‐3YWithin 3 to 5 years Mobile more popular 2 Billion videos per day 

watched on YoutubeWithin 3 to 5 years, Mobile more popular than PC to get on the Web 

Source: State of the Internet 2010, http://mobithinking.com  &  http://twopcharts.com

Source: @@dadovanpeteghem

5% of total media spendpin Belgium is online vs. 41% TV, 33% print & 13% radio & 7% outdoor

38% of Belgianconsumers have made an online purchase in 2010

6% of all conversations are online, 14% by

2010phone & 80% F2F

38614

41

13

75

62

80

33

1

It’s not all online today!

Source: The Conversation Manager ‐ Steven Van Belleghem, OMD Belgium ‐ Investissements publicitaires mars 2011 via @theafter, google.com via xprnc.be

Multitude ofMultitude of customer 

touchpointsIncreased 

Powershiftfrom 

advertiser to

transparancy

Enhanced advertiser to consumer

community spiritInformation

overload

Experiencedriven

economy

Authenticity

economy

What does this mean for the business professional?

Decision journey  |  Traditional funnelj y |

7McKinsey Quarterly: The consumer decision journey – June 2009

Decision journey  |  Actual journeyj y | j y

trigger

8Source: McKinsey Quarterly: The consumer decision journey – June 2009

Decision journey  |  Impact of CeX & digitalj y | p g

RecommendationsPoint-of-sale signage

Information scanning through information overload

Enhance speed of evaluation

Enhance speed ofdecision taking

Point-of-sale signage

Peer reviews SEOSMA

SEA

Ch th lChange the rules:Own experiences& recommendationstrigger

Peer reviewsSMA

Interact with your customersin search of emotional engagement

Communities

9Source: xprnc.be

Fundamental value‐drivers h d l ld

Fundamental value‐drivers h d l ldin the digital world: 

authenticity in the digital world: 

authenticity yborne out of experience

yborne out of experiencep

and content. pand content. 

We’re no longerliving in a material worldWe’re no longerliving in a material worldliving in a material worldliving in a material world

We’re living in an experience world

We’re living in an experience worldin an experience worldin an experience world

What is customer experience

A customer experience isA customer experience is

emotio organizatijournotionsgnization

jrneyns oneyHow you feel

and remembera journey of interactions

with and aboutan organization

What is a GREAT customer experience

G t t i iG t t i iGreat customer experience is NOT about doing whatever it takes 

Great customer experience is NOT about doing whatever it takes g

to “wow” customers g

to “wow” customers 

Great customer experience is O b

Great customer experience is O bNOT about 

delighting all your customers, all the timeNOT about delighting all your customers, all the timedelighting all your customers, all the timedelighting all your customers, all the time

A great customer experience isA great customer experience is deliberate, valued

& consistent across touch points and lifecycle& consistent across touch points and lifecycle

Deliberate•Emotional drivers

mappedValued•Customer

experience defined

Great CustomerExperiences

Great CustomerExperiences

Emotionallyengaged

customerscustomers

Consistentacross

•Customer Journeymapped

M t f t th acrosstouchpoints& lifecycle

•Moments of truthdesigned

•Touchpointrequirements definedq

You can’t stop the waves,b l h fYou can’t stop the waves,b l h fbut you can learn how to surfJon Kabat‐Zinnbut you can learn how to surfJon Kabat‐Zinn

Customer Experience Service Portfolio 2011The Principles of 

Customer Experience

p

Customer Experience St t t

The Power of Customer Experience

Statement

DefineDefineNaïve‐to‐Natural Maturity Assessment

Moments of Truth Transformation

RealizeRealizeAssessAssess & & MeasureMeasure

Emotional Signature

Customer Experience Process Audit

Emotional Segmentation

Experience‐driven Complaints handlingMeasureMeasureProcess Audit

CE Performance Management

E i d i

Complaints handling

Experience‐enhanced Churn prevention

Experience‐driven Segment Planning

CE training & coaching

21

geert.martens@4Cconsulting.com @geert_martens

http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com