Improving Customer Experiences That Matter

Marianne Kay Analyst, Digital Clarity Group JBoye 2015 - Aarhus, Denmark

About Digital Clarity Group

Weworkwith:!  Digitalleaders

(enterprisetechnologyadopters)

!  Technologyvendors(so6warecompanies)

!  Serviceproviders(digitalagenciesandsystemintegrators)

Weoffer:!  Consultancy

(strategicadvice,technology&agencyselec>ons)

!  Research(interviews,surveys,directobserva>ons)

!  ThoughtLeadership(industryevents,conferences,webinars,workshops)

DigitalClarityGrouphelpsbusinessleadersnavigatethedigitaltransforma>onandturndigitaldisrup>onintocompe>>veadvantage.

Agenda !  Changing landscape of consumer expectations !  Strategic inflections !  Customer Experience Management !  Understanding your customer !  Customer Journey Mapping

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Customer experience is... !  Key business differentiator !  Highly individual !  Not always about technology

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“A customer’s holistic perception of a company and its offerings based on the customer’s interactions with the company…”

Customer experience is...

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You can’t buy that

June 28, 2007

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In 5 years or less . . .

!  100,000,000 iPads (2.5 yrs., pre mini) !  1,000,000,000 facebook users !  2,000,000,000 smart phones by 2016 !  102,000,000,000 apps downloaded 2013 !  16 years of Angry Birds every hour !  Blackberry and Nokia flailing !  Apple and Google respected IT suppliers

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2020

Can you imagine??

Ubiquitous access to knowledge

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Their megaphone is massive

Grove’s strategic inflection point

Source:BasedonAndyGrove,OnlytheParanoidSurvive,1996

Business success

STATUS QUO

Business failure

Grove says that strategic inflections can come from anywhere: “new technologies, new competition, new regulations, new customer values and habits,” etc. – anything that has a significant impact on the business itself or the industry as a whole.

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CEM is today’s “fundamental” SI

Businesssuccess

STATUSQUOBusinessfailure

Impact:Failuretoprovidesuperiorcustomerexperiencesleadstoirrelevanceandbusinessdecline

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The “dissonance gap”

STATUS

QUO

Marks the divergence between “business as usual” and what you should be doing to accommodate and leverage the new paradigm.

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Only1%

feeltheirexpecta>onsforgoodcustomerservicearealwaysmet

Source:HaarisInterac>vesurveyofNorthAmericanconsumers,2011.CommissionedbyRightNow.

Say they have switched business to a competitor due to poor customer experience

Source:HaarisInterac>vesurveyofNorthAmericanconsumers,2011.CommissionedbyRightNow.

Say they will pay a premium for great customer experience

Source:HaarisInterac>vesurveyofNorthAmericanconsumers,2011.CommissionedbyRightNow.

Source:Okeeffe&Companysurveyof1,342seniorexecu>ves,2012.CommissionedbyOracle.

Global executives say the cost of not providing “positive, consistent, and

brand relevant experiences” is 20% of total revenue

How much is at stake?

$5,900,000,000,000 ($5.9 trillion)

25Source:Accenture,2013GlobalConsumerPulseResearch.Photo:hbp://www.t-na>on.com/free_online_ar>cle/most_recent/train_like_a_man_5_the_real_paleo_exercise

CEM: making it happen

“It’s about rethinking the business with the consumer at the center and then aligning technology, analytics and organizational investments to support it.”

StefanOlander,VPofDigitalSport,Nike

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What do consumers think of us?

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Twitter trumps condiments

28Source:hbp://www.newmediaandmarke>ng.com/brands-have-to-master-complaint-management/customer-complaints-561

Mental reconnaisance

!  super-objective !  subtext !  objectives !  counter-objectives !  stakes

Exercise !  Describe the experience your company

currently delivers in relation to one product or service and for one chosen customer segment (such as a student, a parent, an existing customer).

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Exercise Describe the same experience from the customer point of view. Create a customer journey map. Indicate: !  moments of truth !  key points of influence !  pain points

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Customer Journey Map

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COPE = Create Once Publish Everywhere

Content

Web

Print

Social

App

RSS

Video

ThankstoDeaneBarker.See:hbp://www.slideshare.net/blendinterac>ve/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere

DeaneBarker,BlendInterac>ve

KarenMcGrane,karenmcgrane.com

CEM is COPE-IER = COPE for segments, in journey stages

Content

Social

Video

Print

Web

App

RSS

See:hbp://www.slideshare.net/blendinterac>ve/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere

A

B

C

D

B

C

B

C

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Personalization often turns into Phase 2 that never comes

Summary

!  Customer journeys are building blocks of CEM !  Customer journey should include:

–  Customer’s perspective –  Research (not assumptions) –  Customer goals –  Emotions –  Touch points –  Moments of truth

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Analyst at Digital Clarity Group

!  mkay@digitalclaritygroup.com

!  https://uk.linkedin.com/in/mariannekay

!  @marianne_ua

Marianne Kay