Disrupting The Customer Experience - Ipsos · 15 Empowerment Help customers feel in control of the...
Transcript of Disrupting The Customer Experience - Ipsos · 15 Empowerment Help customers feel in control of the...
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Disrupting The Customer Experience
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The Customer experience
landscape
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An ever changing world…
Technological
Economic
Consumer mind-set
Societal
… Changing expectations as a result.
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Delivering a compelling end-to-end
customer experience is a challenge…
… that many companies failed
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Only
14%...of interactions exceeded consumers’ expectations
Ipsos Smarter Loop Feedback 2017, APAC results (all countries, n=9,000)
A growing dissonance between the promise and the experience
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We know that …
Many CX initiatives fail to deliver impact
Managing Customer Experience is not easy
Need to deliver Return on CX Investment (ROCXI)
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So, what is it that helps create an emotional bond?
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Auto Banking Telecoms Airlines Hotels
Insurance Departmentstores
Supermarkets
We did R&D in APAC to assess the quality of CX interactions across sectors
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60%... of respondents state that personal experience has a lot of influence on how they make decisions about which brands they choose to do business with
Ipsos Smarter Loop Feedback 2017, APAC results (all countries, n=9,000)
Customer Experience really matters!
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DissatisfiedFunctionally
Satisfied (only)
Satisfied and
Emotionally
Attached
Em
oti
on
al
Functional
Dysfunctional
Meets needs, Reliable, Satisfied
Tru
st, P
rid
e, Fo
rgiv
en
ess
< 2%
Creating a functional / emotional framework
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DissatisfiedFunctionally
Satisfied (only)
Satisfied and
Emotionally
Attached
Em
oti
on
al
Functional
Meets needs, Reliable, Satisfied
Tru
st, P
rid
e, Fo
rgiv
en
ess
Creating a functional / emotional framework
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Driving emotional engagement leads to higher customer lifetime values
88
564070
72 81
LIKELIHOODTO CONTINUE
221136
‘PROMOTERS’CROSS-SELL/ ‘USE MORE’
EMOTIONALLYATTACHED
FUNCTIONALLYSATISFIED
DISSATISFIED
Source: Ipsos R&D
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In more than 1 in 3 cases companies are not even aware of a customer complaint or negative critical incident
4 out of 5the company did not even apologize
Only 25%Of customers say they have been keptinformed of the situation
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Providing the right ingredients to drive strong relationships – functional and emotional
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EmpowermentHelp customers feel in control
of the situation and in the driving
seat
RecognitionMake customers feel valued,
respected and worthy of
special treatment
Fair TreatmentMake customers feel that there is
a fair exchange in their
relationship with you
Shared ValuesHelp customers feel a sense of
belonging and show you care
about the greater good
CertaintyMake customers feel that things
are clear, transparent and working
as expected
Source: Ipsos R&D 2019
Fair Treatment
Certainty
Recognition Empowerment
Shared Values
The Five Forces of
CX
Introducing the Five Forces of CX –The science of strong relationships
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CX Journey & Interactions
Retention
Advocacy
Share of Spend
Operational Efficiency
Relationship
Strength
Assess impact Diagnose CX Optimise the journey
Empowerment
Fair Treatment
Certainty
Recognition
Shared Values
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Thank you