Ensuring Great Customer Experience for ecommerce

Transcription

1 Ensuring Great Customer Experience for ecommerce

2 photo: Richard Masoner the future of commerce 2

3 photo: Richard Masoner the future of Commerce = the future of people 3

4 Technology has changed consumer behavior - Forever device powered always on digitall y native socially connecte d nonlinear 4

5 5 photo:

6 photo: Flickr.com/omytrip more mobile 6

7 more social 7

8 more curated 8

9 more informed 9

10 more immersive 10

11 more experiential 11

12 more Omni-channel 12

13 SAPIENTNITRO IS A NEW BREED OF AGENCY REDEFINING STORYTELLING FOR AN ALWAYS-ON WORLD 13

14 Our mission is to help clients make meaningful impact in the world of their customers Customer experience planners 13,000 Passionate people 25 Years of customer innovation 40 Offices globally connected 13 Countries 1 Company Business analysts Communications planners Customer experience designers Copywriters Art directors Data analysts Enterprise technologists Experience technologists Digital developers Project managers 14

15 WE RE HERE TO Take this challenge head on with the experience gained by years of hard work & re-define user experience which translates into meaningful ecommerce

16 How do we define Experience? Sum total of interactions and emotional connects between the brand and the consumer

17 THE TWO FUNDAMENTALS OF EXPERIENCE 1 2 Interaction Perception (hard) (soft) COPYRIGHT 2014 SAPIENTNITRO CONFIDENTIAL 17

18 EXPERIENCE MATTERS 80% of firms say they deliver a superior experience BUT Only 8% customers agree they have had a superior experience 18 Closing the Delivery Gap study of 362 firms by Bain & Co

19 SUB-PAR EXPERIENCE ERODES REVENUE and BRAND VALUE 19

20 EXPERIENCE DIMENSIONS SapientNitro s Experience Design Dimensions Access The extent to which content, artifacts, products, services, people, and environments are made available to a person Fit The extent to which a person receives the right content and functionality at the right time Control The extent to which a person feels they are empowered to accomplish the things they want or need to do Continuity The extent to which one interaction or experience builds upon the next Sense The extent to which a person discerns a meaningful, emotionally relevant story 20

21 WIDENING GAPS As consumer expectations and behavior raise the engagement bar, there will be an increasing gap between what brands envision for the consumer experience and what ultimately gets executed MISSING THE MARK Insufficient understanding of Consumer Expectat Not leading with Experience Lack of alignment between Experience Strategy a Business Objectives No Validation of the Delivered Experience Marketing and Commerce platforms operating in different silos. 21

22 CURRENT ENTERPRISE TRENDS Reduce Package Dependency Decouple Systems Empower Marketers Enable Elastic Deployments Headless Commerce (Micro services) A De-coupled Unified Experience Agility 22

23 Have an efficient Web and Mobile marketing TABLE STAKES Content Personalization Search Language Mobile Navigation Integration 23

24 Internet Of Things (IoT) is here Package and deployment costs have increased manifolds. Architecting for Agility is essential LOOKING AHEAD Bimodal IT has become an important consideration Front end back end separation is crucial Performance is no longer an optional thing 24

25 5 GUIDING PRINCIPLES For Great Customer Experience

26 26

27 photo: DESIGN FOR PEAK DEMAND 27

28 MICRO-SERVICES BASED, LOOSELY COUPLED ARCHITECTURE 28

29 ELASTIC SCALING, AGILITY & FLEXIBILITY Auto or dynamic scalability matters and achievable by turning on additional pre-configured instances with define threshold of server utilization [80% CPU or 90% RAM etc].this is where great Infrastructure providers matters the most. Web (Dynamic) Application (Static) Database (Static) 29 29

30 ROLE OF INTERNET OF THINGS (IoT) INVENTORY MANAGEMENT DELIVERY TRACKING PERSONALIZATION AFTER SALES SERVICE 30

31 VALIDATION OF EXPERIENCE DELIVERED Fit Control Access Sense Continuity OPTIMIZE DEFINE Envisaged Experienc e Experience Delivered MEASURE VALIDATE Driving Elevated Consumer Connections 31

32 You got to start with customer experience and then work backward to technology. Not the other way round. Steve Jobs 32

33 THANK YOU