Customer Analytics - Separating the best companies from the great companies - Nov 2015 - final

Customer Experience: Focusing on customers –

remembering why we do this

November 2015 Ross McDonald

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2 [email protected] 2

Improving the customer experience

improves your business

Source: “The Value of Customer Experience, Quantified”, Peter Kriss, hbr.org, 1 August 2014


1

2

7

4

5

7

10

12

12

14

25

6

1

9

16

10

13

14

8

9

2

13

10

8

9

11

14

11

16

1

7

6

8

0 10 20 30 40 50

Retaining existing customers & improving loyalty and satisfaction

Measuring & successfully communicating what marketing has accomplished

Acquiring new customers through improved sales-enablement

Integrating siloed marketing applications

Leading & supporting digital commerce

Optimising the mobile channel

Managing, collecting & making use of internal and external data

Develop effective working relationships with your CIO

Leading culture of change & company-wide innovation

Leading marketing function including finding, developing & retaining staff

Leading the customer experience cross-functionally at all touch points

Percent of Respondents

Top Increased Expectation

Second

Third

Improving customer experience keeps the

boss and peers happy too…

…CEOs' No. 1

increased expectation

of CMOs is to step up

to leadership of the

integrated cross-

functional customer

experience…

“

”

Source: “Executive Summary for CMO Leadership, Accountability and Credibility Within the Csuite, 2014”,

Gartner, 17 December 2014

4 [email protected]

89 choices for this

category, based on my

history? Really?

5 [email protected]

Why do I have to scroll

past six items to get the

product I always buy?

Why is “girls” presented

higher when I always buy

boys nappies?!?


Charles Tyrwhitt

“No ifs, no buts, just a great big thank you

When you are a small company, trying to do something right, it is only with the

support of your customers that you can succeed. So, thank you. This voucher

is sent to show that when we say thank you, we mean it...

We know you have plenty of choice – it means a great deal that you chose us,

we hope that you will choose us again.”

Customer Empowerment

in a Digital Age

Connected, Personalised, Data-driven


Customers rely on connected tools to solve

problems and answer questions

Source: “Consumers in the Micro-Moment”, Google/Galaxy, AU, June 2015

87% 1 in 2 people turn to their

smartphone for immediate

information or advice when

triggered by an unexpected

problem or situation.

of people who have

consulted their phone while

they were in-store said the

information they got has

influenced the brand they

chose.


Connected experiences create expectations


The app knows I’m here

and my preferences: why

has nobody told the

restaurant that I’ve been

here before?

Customer Analytics

and Business Decisions

Pragmatic vs Perfect


Ideal Customer Journey map holistically covers all

personae, goals, stages, categories and outcomes

GOAL

GOAL

GOAL

GOAL

Personae Occasion Category Purchase

Channel

CLICK & COLLECT

IN STORE

Touch points and Interactions by Stage


How do I experience this?

(i.e. why offer me trips to places I don’t go?)

Destination Trips

Melbourne 60

San Francisco 10

Auckland 7

Brisbane 6

Wagga Wagga 5

Singapore 4

Perth 3

Adelaide 3

Tamworth Zero

Armidale Zero

Ross’s Destinations

Aug 2010-Oct 2015 (n=110)


Remember: customer experience is about

creating happy customers


Pragmatically:

focus on subset within control

GOAL

GOAL

GOAL

GOAL

Personae Occasion Category Touch points and Interactions by Stage Purchase

Channel

CLICK & COLLECT

IN STORE


Prioritise the conversion journeys to be

mapped

Visitors - Category One

Revenue - All Revenue from

Category visitors

Visitors - Device Revenue (all revenue from

Category visitors - Device

Organic

Search

Paid

Search

Email

Direct Social

Category One

Desktop

Tablet

Mobile

Source: internal data


You’re not alone: free tools exist to help


Start. Post-its & Paper.

Fast beats Slow. Document. Share. Iterate.

There is no substitute for getting started

The Bottom Line

Customer Experience, Customer Analytics and Company Results


Online rewards scale. Build fast; no second

chance, no recovery

1996 1998 2000 2002 2004 2006 2008 2010 2012

Mill

ions o

f U

sers

(log s

cale

)

sixdegrees.com

1 million users

(2000) friendster

8 million users

(2008)

MySpace

100 million users

(2008)

Facebook

955 million users

(2012)

Source: Michael Zeisser, “No Second Chance”, October 2011

21 [email protected]

Customer experience creates value

8.9

5.2 2.0

24.8

20.5

13.4 11.6

41.0

8.8

2.5

25.5

3.9

Online

Asset Owners

Valuations in the Travel Industry:

“Cars” and “Accommodation” (US$ billion, 2015)

Source: Google Finance. Public companies at Nov 2015; private companies at June & July 2015 based on

latest funding round

Thank you

[email protected]

Customer Analytics - Separating the best companies from the great companies - Nov 2015 - final

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