Maximise How You Individualise
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Transcript of Maximise How You Individualise
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Asia-Pacific Date & Times: November 26, 2013; 7:30 am IST, 10:00 am SGT, 1:00 PM AEST United States Date & Times: November 25, 2013; 9:00 pm EST; 6:00 pm PST
The State Of Customer Experience in Asia-Pacific
WEBCAST Revealing Best Practices from industry leaders
MAXIMIZE HOW YOU INDIVIDUALIZE
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WELCOME v What we are here to do…
• Provide a sneak peak of findings from the upcoming study focused on customer experience across Asia
• Hear from industry leaders to see if the findings are in line with their experiences across the market
• Share insights into how and why customer experience management is critical in this connected digital landscape
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WELCOME v Who we will be hearing from…
• Nicolas Kontopoulos, Senior Director, Global CRM Marketing, SAP
• Chris Reed, Chief Marketing Officer, Mig33 • Lea Wright, Head of Consumer CRM, Westpac • Christel Quek, Regional Digital & Social Strategist
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66% say positive customer
experience can help differentiate
their brand
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MAXIMIZE HOW YOU INDIVIDUALIZE
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MAXIMIZE HOW YOU
INDIVIDUALIZE v Online audit of 217 senior marketers across Asia v Interviews with XX v Full report and findings available December 12
Source: ComScore
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WHAT IS CUSTOMER CENTRICITY?
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60% say centricity is a corporate
culture that places customer
satisfaction above all else
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v Products that reflect ongoing customer co-innovation (45%)
v A senior management team committed to understanding and serving their markets (35%)
v Responsible use of customer data and insight to advance the customer experience (35%)
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HOW CUSTOMER CENTRIC ARE INTERNATIONAL BRANDS?
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1%
0%
12%
32%
43%
13%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Not Sure
Poor
Needs Improvement
Moderate
Good
High
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HOW CUSTOMER CENTRIC ARE ASIAN BRANDS?
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2%
3%
24%
36%
28%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Not Sure
Poor
Needs Improvement
Moderate
Good
High
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HOW VOCAL ARE APAC CUSTOMERS?
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VOICES GETTING STRONGER
v Selectively Vocal: Feedback depends (42%) v Proactive & Private: Willing to share directly
with brand (17%) v Actively Social: Always ready to share (13%)
Source: ComScore
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THE ONES TO WATCH
v Silent But Act Fast: No sharing…but no warning when they stop doing business (5%)
Source: ComScore
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DO YOU HAVE A FORMAL CUSTOMER EXPERIENCE STRATEGY?
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6%
9%
30%
20%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Not Sure
Strategy in Place
Strategy in Development
No
Yes
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EXPECTATION & DIGITAL SPARK CXM STRATEGY
v Digital Channel Explosion (64%) v Rapid Behavior Change (62%) v Market Expansion & Introduction (40%)
Source: ComScore
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HOW SATISFIED ARE YOU WITH CUSTOMER LISTENING & RESPONSE?
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3%
18%
17%
51%
11%
0% 10% 20% 30% 40% 50% 60%
Not Sure
Not At All Satisfied
Implementing Systems
Moderately Satisfied
Highly Satisfied
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LISTENING IN WRONG PLACES
v We Wait for Proactive Voices • Email (71%) • Sales Teams • Corporate Website (54%) • Customer Service Centers (50%)
v Not Looking Beyond the Basics • Social (59%) • Blogs (28%) • In-store (26%)
Source: ComScore
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SYSTEMS CAN’T LIVE UP TO
BRAND PROMISE v Do your back office systems and operational
structures live up to brand promises & marketing claims? • 26% Yes • 13% No • 55% SOMEWHAT
Source: ComScore
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WHAT ARE THE BIGGEST CHALLENGES TO MANAGE GLOBAL EXPERIENCE?
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BIG DATA… BIG PROBLEM
v 38% battle data quality v 34% challenged by IT infrastructure v 31% have issues with data ownership v 26% struggle to manage data complexity
Source: ComScore
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only 23% have a comprehensive
view of the stages of the customer
lifecycle
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HOW (and where) ARE YOU USING CUSTOMER INSIGHT TO OPTIMIZE EXPERIENCE?
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PERSONALIZE FOR PROBLEMS
v 42% for service or support v 39% use insight to up-sell or cross-sell v 38% monitor customer lifecycle v 36% use insight to fuel CRM v 31% personalize web and social interaction
Source: ComScore
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BUT WE ARE NOT…
v 13% leverage insight for customer revenue optimization
v 17% for lead acquisition v 11% account-based engagements v 10% to improve sales cycles v 3% to recover or reactivate old accounts
Source: ComScore
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DO YOU SEE GAPS IN THE CUSTOMER EXPERIENCE?
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EMPOWERMENT LACKING
v Operational structure (38%) v Individualization of communication (33%) v Empowering the employee (32%) v Localization (27%)
Source: ComScore
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HAVE CXM ISSUES IMPACTED BUSINESS?
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EXPERIENCE = $$$
v 41% say customer experience has increased revenue • 18% saw revenue increase between 5% - 10% • 15% saw revenue increase between 1% - 5% • 3% saw revenue increase in excess of 10%
Source: ComScore
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Our Guest Speakers v Nicolas Kontopoulos
Senior Director, Global CRM Marketing, SAP v Chris Reed
Chief Marketing Officer, Mig33 v Lea Wright
Head of Consumer CRM, Westpac v Christel Quek
Regional Digital & Social Strategist
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Q&A
Please submit your questions in the question dialog box above
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WHAT’S NEXT? Download the Report >> December 12 Get connected >> (LinkedIn) ‘The Marketing Edge’
This presentaCon will be available to view On-‐Demand soon aJer the live viewing
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THANK YOU!
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