Is the Future Omni-Channel?

Transcription

1 BRAND EXPERIENCES B R A N D E X P E R I E N C E S Is the Future Omni-Channel?

2 the experience factor

3 the experience factor The strongest connections with a brand are built through emotional bonds

4 the experience factor The strongest connections with a brand are built through emotional bonds Emotional bonds only develop through powerful experiences

5 THE GOOD NEWS...

6 THE GOOD NEWS... 81% of customers are ready to pay more for a better customer experience

7 THE GOOD NEWS... 81% of customers are ready to pay more for a better customer experience 70% of buying experiences are based on how the customer feels they are being treated

8 channel strategy evolution SINGLE MULTI CROss OMNI

9 FACT customers switch between channels to get served throughout the day

10 FACT 90% use multiple screens sequentially to accomplish a task over time 98% move between devices that same day Source:

11 mind your omnichannel customers Omni channel customers spend more According to a Deloitte study, omni-channel customers spend 93% more per transaction than customers that only shop online SOURCE:

12 mind your omnichannel customers Omni channel customers spend more SIMILARLY, omni-channel customers spend 208% more per transactions than those that only purchase in store SOURCE:

13 mind your omnichannel customers Omni channel customers spend more Similarly, the Deloitte study found that customers who engaged with the brand in certain ways were more valuable than those that did not engage in a particular behavior. For example, customers who visited a retailer s mobile website spent 59% more than customers WHO DID not. Customers who liked a retailer on Facebook spent 44% more than customers who did not SOURCE:

14 FACT and they experience a brand not channels of a brand

15 YOUR EXPERIENCE IS Only AS STRONG AS YOUR weakest PART

16 spreading the word ADVOCATES HAPPY CustOMERS ARE LIkely TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE

17 spreading the word ADVOCATES HAPPY CustOMERS ARE LIkely TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE BADVOCATES UNHAPPY CustOMERS ARE LIkely TO TELL MORE THAN 20 PEOPLE ABOUT A BAD EXPERIENCE

18 trends in 360º

19 for a great omnichannel experience create complementary experiences 02 promote consistency across channels 03 match offer with context 04 utilize ecosystems 05 humanize and personalize

20 01 create complimentary experiences

21 blend digital with physical respond to mobility synchronize and inform orchastrate elements

22 01 create complimentary experiences fuelfor inline app blending digital with physical

23 01 Create Complementary Experiences create complimentary experiences fuelfor inline app blending digital with physical

24 01 create complimentary experiences te Complementary Experiences Create Complement STYLR app respond to mobility

25 01 create Create complimentary Complementary experiences Experiences fitbit respond to mobility

26 opportunity OPPORTUNITY # 92 12:30-12:40 # 92 or # 92 # 92 12:30 12:40 12:30 12:40 Pick the branch digitally Get Q number Follow Q number Get served

27 01 Create Complementary Experiences create complimentary experiences kindle synch & inform (recent activity)

28 01 create complimentary experiences Create Complementary Experiences netflix synch & inform (recent activity)

29 opportunity You have recently enquired about product X. Would you like to hear more (about Y too)?

30 01 Create create complimentary Complementary experiences Experiences spotify synch & inform (recent activity)

31 01 create Create complimentary Complementary experiences Experiences adobe nav orchestrate elements

32 02 promote consistency across channels

33 make content accessible provide consistent structures honor device specific needs harmonize visual qualities

34 FACT 31% of all mobile surfers are mobile-primary users Source: Karen McGrane, The Rise of the Mobile-Only User, Harvard Business Review Blog, May 28, 2013.

35 02 promote consistency across channels twitter provide consistent structures (information architecture)

36 02 promote consistency across channels Provide Consistency Between Channels responsive design provide consistent structures

37 02 promote consistency across channels Provide Consistency Between Channels fitbit honor device-specific needs

38 02 promote Provide consistency Consistency across channels Between Channels mashable harmonize visual qualities

39 03 match offer with context

40 match device with activities provide contextual offers

41 03 match offer with context Match Offer with Context Browse Recipes Add Recipes to Shopping List Shop with List Scan Barcodes for Recipes Cook Away Browse Recipes allrecipes match device with activities

42 03 Match Offer with Context match offer with context ebay match device with activities

43 03 match Match offer with Offer context with Context simple bank provide contextual offers

44 opportunity Mobile mobile checklists while while collecting required documents collecting required documents

45 03 match Match offer with Offer context with Context usaa voice banking provide contextual offers

46 03 Match Offer with Context match offer with context lola from bbva provide contextual offers

47 03 match offer with context Match Offer with Context simple bank provide contextual offers

48 03 match offer Match with context Offer with Context commonwealth bank provide contextual offers

49 04 utilize ecosystems

50 integrate best services transactions via social utilizing social data effortless bank offers

51 04 cosystems utilize ecosystems simple bank mobile app integrate best-in-class services

52 04 utilize ecosystems Utilize Ecosystems dwolla transactions via social channels

53 04 utilize ecosystems Utilize Ecosystems moven bank utilizing social data

54 04 Utilize Ecosystems utilize ecosystems square effortless bank offers

55 04 Utilize Ecosystems utilize ecosystems google wallet effortless bank offers

56 04 utilize Utilize ecosystems Ecosystems turkcell cüzdan effortless bank offers

57 05 humanize & personalize

58 humanize the digital one face for all remote access to advice engaging information format personalized advice

59 fact WHAT IF branches are replaced by all virtual branches 25% 7% 22% would not be happy but would keep the same deposit would not be happy and would reduce deposits would switch banks Source: Ericcson et al. (2012) Winning strategy for omnichannel banking White paper from Cisco

60 fact FACT 3 average Average number of visits per month number of visits per month by a by tech a savvy tech customer savvy customer Source: Ericcson et al. (2012) Winning strategy for omnichannel banking White paper from Cisco Source : Ericcson et al. (2012) Winning strategy for omnichannel banking White paper from Cisco.

61 05 humanize & personalize Humanize & Personalize simple bank humanize the digital

62 05 humanize & personalizehumanize & Personalize sherpaa one face for all interaction channels

63 05 humanize & personalize Humanize & Personalize sherpaa remote access to in-depth advice

64 Humanize 05 & Personalize humanize & personalize netflix personalised advice

65 05 humanize & personalize ubank - people like u personalised advice

66 how to design 360º

67 research on customer PROVIDER useful usable desirable effective efficient distinctive looking from both sides

68 to research for...

69 to research for... understanding

70 to research for... understanding evaluating

71 Competition alternative brand choices available in the marketplace TARGET the people you want to choose your brand as defined by demographics, socio-economics, attitude, etc. INSIGHT why your brand meets the needs of your target customer BRAND DNA reasons to believe the proof your brand gives to substantiate your positioning benefits both functional and emotional. The reasons your target customers should choose your brand essence Distillation of your brand positioning into one clear defining thought tone of voice how your brand expresses itself, behaves and talks to your target customers look & feel why your brand meets the needs of your target customer brand values what your brand TRULY stands for and believes in. your brands point of view personality how your brand expresses itself, behaves and talks to your target customers

72 VIsual expression engagements & EVENTS BRAND ADVOCACY AWARENESS 6 1 BRAND BRAND DEFINITION APPLICATION & DOCumentatION MARKETING 5 2 MOments OF TRUTH FOrmat strategy DIGItal & INTERIOR DESIGN ENVIRONMENT BRAND EXPERIENCes PRODUCTS & SERVICes PROPOSITION DEVELOPMENT PRODUCT strategy INNOvatION 4 3 MOments OF TRUTH SALES PROCess PEOPLE PEOPLE PROCesses MERCHANDISING strategy CustOMER FLOW LEADERSHIP MINDSET & BEHAVIOURS

73 360(DEGREES) PERSPECTIVE ON THE CustOMER

74 service simulations and customer journey maps

75 service simulations and customer journey maps 01 generate scenarios based on frequent tasks

76 service simulations and customer journey maps 01 generate scenarios based on frequent tasks 02 pick representative antagonists

77 service simulations and customer journey maps 01 generate scenarios based on frequent tasks 02 pick representative antagonists 03 run scenarios

78 service simulations and customer journey maps 01 generate scenarios based on frequent tasks 02 pick representative antagonists 03 run scenarios 04 document the journey

79 service simulations and customer journey maps Branch Bank Website Online Banking Call Center Customer Care

80 AWARENESS MARKETING ENGAGEMENT & events WORD OF mouth ATTRACT LOCATION FASCIA & windows URL ADVOCACY RECOMMENDATION BRAND loyalty MEMBERSHIP CUSTOMER JOURNEY THRESHOLD WELCOME OPENING times HOME page PURCHASE PURCHASE PROCESS engagement GOODBYE message ORIENTATION CUSTOMER FLOW navigation VISTAS INTERACTION INSPIRATION PRODUCT information PROMOTIONS BROWSING SEARCH MERCHANDISING ADJacencies & prompts

89 contextual inquiries: immerse in context

90 channel experience mapping kind of an emotional talk

91 channel experience mapping premo (Desmet, 2002)

92 channel experience mapping

93 behavioral mapping

94 channel experience mapping card sorting - tree testing usability testing eye tracking

95 pre-post evaluations impact of the design intervention before after

96 some examples

97 unicredit BULBANK

98 BRIDGESTONE / brisa otopratik Customer Surveys / Contextual Inquiry / Behavioural Mapping / Service experience mapping

100 BRIDGESTONE / brisa otopratik Customer Surveys / Contextual Inquiry / Behavioural Mapping / Service experience mapping attract threshold orientation browsing interaction purchase waiting departure

104 Brisa - Otopratik / Behavioral Mapping BRIDGESTONE / brisa otopratik Customer Surveys / Contextual Inquiry / Behavioural Mapping / Service experience mapping Maslak Branch zones layout Maslak Branch zones layout i-am associates

105 Brisa - Otopratik / Behavioral Mapping BRIDGESTONE / brisa otopratik Customer Surveys / Contextual Inquiry / Behavioural Mapping / Service experience mapping i-am associates

106 Brisa - Otopratik / Behavioral Mapping BRIDGESTONE / brisa otopratik Customer Surveys / Contextual Inquiry / Behavioural Mapping / Service experience mapping i-am associates

107 BRIDGESTONE / brisa otopratik Customer Surveys / Contextual Inquiry / Behavioural Mapping / Service experience mapping dealer visits emotional analysis

108 BRIDGESTONE / brisa otopratik analysis process work flows 30 work FlOw diagrams for 5 main in-store service offerings

109 BRIDGESTONE / brisa otopratik analysis content analysis Clustering and prioritization of identified problems

110 BRIDGESTONE / brisa otopratik output design insights IdentiFying opportunities of an improved customer experience

111 BRIDGESTONE / brisa otopratik output recommendations... for layout & zoning, product displays, brand collateral

112 BRIDGESTONE / brisa otopratik communication items

113 BRIDGESTONE / brisa otopratik

114 BRIDGESTONE / brisa otopratik

115 BRIDGESTONE / brisa otopratik battery display TYRE DISPLAY

116 We create 360 brand experiences that delight customers, build brand advocacy and drive business performance. WE ARE I-AM. ERDEM DEMIR, PhD JON BLAKENEY VISIT US ON thank you