Customer centric transformation for next generation customer service
Digital transformation in the “Age of the Customer”
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Transcript of Digital transformation in the “Age of the Customer”
Aprile 2016
Digital transformation in the “Age of the Customer”
Daniel Casarin strategic & creative partner @daniel_casarin
[email protected] +39 345 5755352 skype daniel-casarin
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CHI SONO
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La tecnologia e il comportamento dei “consumatori” si evolveranno in modo
imprevedibile da qui ai prossimi 5 anni.
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X
QUESTA E’ X
QUESTA E’ X
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L’experience è il nuovo brand. L’experience è il nuovo branding.
Il futuro è experience.
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CX = $
LA TUA PRIORITA’?
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MOBILE FIRST
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REALTA’ VIRTUALE
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BUSINESS DESIGN
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“Great Design is All the Work You don’t Ask People Who use Your
Product to Do.”
Rebekah Cox - Quora
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ANDARE OLTRE…
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MARKET & SELL
SUPPORT & SERVE
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IL CUSTOMER JOURNEY MAP
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FRAMEWORK
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BUSINESS INTELLIGENCE R&D Listening Big data Customer collaboration Shared experience Feedback loop
INSIGHTS Customer journey mapping Customer effort mapping Behaviors and expectations Shared experience
PRODUCT MANAGEMENT Product & Technology roadmapping Scope + design Development Product marketing Experience metrics
CONTEXTUAL MARKETING Content marketing Website Applications Social Mobile Advertising Microsite/lading pages SEO/SEM PR Email Performance Attribution
SALES Demonstrations Promotions Trial Consultation
CUSTOMER SERVICE Help desk Call center Social Email Live
LOYALTY/REWARDS NPS Trust Effort Gamification Reviews Rewards CRM Customer journey management Shared experience reinforcement
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DIGITAL FIRST
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“You’ve got to start with customer experience and work backwards to the technology.”
Steve Jobs
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P4P
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BX + UX + CX = X
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COSA SIGNIFICA BX?
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COSA SIGNIFICA UX?
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COSA SIGNIFICA CX?
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L’IMPORTANZA DELLA CX?
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Personificati nel tuo cliente ed entra nelle sue scarpe!
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PERSONAS
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STORYTELLING
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Successful story = Added value inspiration for consumers in the right context.
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STORYBOARDING
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Lo storyboard è il blueprint per la customer experience e
l’intero customer journey.
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EXPERIENCE FLOW
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Un mondo “friction-free”
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INTERNET OF THINGS
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UNIFICARE DIGITALE E REALE
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“ALL BUSINESS ARE PERSONAL”
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How to prepare for the (2020) consumer? 0. Continuous capacity building 1. Extreme customer centricity 2. Technology as a facilitator 3. Selling without selling
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80-90% of your online success depends on your offline behavior.
Extreme customer centricity
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Make more money Make it more efficient Enhance experience
Technology as a facilitator
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It’s not about your product, it’s about your story.
Selling without selling
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LETTURE NECESSARIE
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Grazie per l’attenzione!
Daniel Casarin strategic & creative partner @advmedialab
[email protected] +39 345 5755352 skype daniel-casarin
Adv Media Lab Performance Marketing e Conversion Rate Optimization Agency
Adv Media Lab è un incubatore di soluzioni
e servizi avanzati di digital strategy e
performance marketing. Siamo una realtà
internazionale che o!re consulenza,
progettazione, formazione e sviluppo di
soluzioni integrate e innovative per la
crescita di un’azienda.
