Customer Experience Ready, Set Grow

Transcription

1 Customer Experience Ready, Set Grow Date: 03/06/2013 Presenter: Ranit Zexer, CTO, Matrix

2 Everybody is Talking About It, Who is Really Doing It? It s old news. And it s an ongoing revolution

3 In the Eye of the Storm How can we invest in customer experience in the midst of the storm? And then again, How can we not?

4 Strategy and Quick Wins How can we get a strategic advantage? And yet produce quick wins for the next quarter

5 Digital Meets Physical In a digital world You need to get physical

6 Digital Empowers Personal In a digital world You need to get Personal

7 The Value Chain Target the consumer Through the service/sales value chain where each link is a customer (and can potentially be the weak link that makes the whole chain weak)

8 B2R2C B2B2C הארגון נותן לעובד כלים כדי להעצים אותו ולאפשר לו לספק חווית לקוח הארגון B2B2C כתוצאה מהפעילות של הלקוח מול הנציג, היחסים/הפעילות העסקית שלו מול הארגון מתחזקים Representative B2R2C העובד משתמש בכלים שניתנו לו כדי להשיג את יעדיו מול הלקוחות שלו הצרכן

9 B2B2C B2B2C הארגון נותן לעסק כלים כדי לחזק איתו את הקשר/ הפוטנציאל העסקי הארגון B2B2C כתוצאה מהפעילות של הלקוח מול העסק, גם היחסים/הפעילות העסקית שלו מול הארגון מתחזקים העסק B2B2C העסק משתמש בכלים שניתנו לו כדי לקדם את עסקיו מול הלקוחות שלו הצרכן

10 The Journey and the moments Plan for a Customer Journey Without abandoning the Journey And find the milestones: The moments of truth

11 What is a Moment of Truth? Love Opportunity Moment of truth Loyalty Within a customer journey, an instance of contact or interaction between a customer and a firm (through any touch point) that gives the customer an opportunity to form (or to change) an impression about the firm or about it s product Advocacy

12 From Inside-out to Outside-in Moments of Truth Inside-Out Moments of truth address the question where can we sell? Worth Quoting A consumer journey that once covered days, weeks or months can just happen in a matter of seconds. Matt Moog ViewPoints Network CEO & Founder

13 From Inside-out to Outside-in Moments of Truth Outside-in Moment of Truth address the question how can we delight? Resolving Irritating Moments Delighting Above Expectation Did You Know? Delighted customers are loyal, they tend to spend more and they become brand advocates

14 Resolving the wait in line irritating moment Take a number from anywhere calculating time to arrive Visual line progress for your service Never miss your place in line Get back 5 minutes before your turn Save time

15 Mobile Provides Moments of Truth Opportunities Personal and identifiable Always Present, Always Connected Compelling user experience GPS, Camera & Push notification and other sensors

16 Emotional and Measurable It s about Emotion And metrics are required

17 Information as a Asset Information about the customer, for the customer (and sometimes by the customer) Information about the process, for the process, and by the process

18 Innovation & Discipline Customer Experience requires discipline Innovation as practice requires experimentation

19 Long and Winding Road It s a Marathon Made of sprints of 100 meters

20 The Customer Experience Blueprint Kiosk/ ATM Campaign Management CRM RTD Search Listening Knowledge Management Loyalty CCM Commerce CX Intelligence CX Master Data CX Knowledge CX Content Content Management

21 A Customer Journey Activities Customer searches online Watch Videos and consume UGC Chat with rep Look at other consumers ratings Download app Sign-in for cross store services Explores with store ipad Chat with consultant Installers Arrives Visibility of progress based on design Installation was efficient Subscribe to newsletter Receive content & Offfers Discover Online Explore Online Explore in Store Buy Engage Intrigued by the products, designs & capabilities The showroom was amazing useful & enjoyable Bought more than he wants Keeps getting useful & enjoyable content Feels he needs to touch products

22 Most of the Times Customer Journeys Overlap Customer Journey Designer Kitchens Inc Customer Journey

23 Customer Journeys must assist with understanding internal needs Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation The showroom was amazing & knew exactly what she wanted Intrigued by the products, designs & capabilities Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend Product Availability Customer details Customized Designs Designs interact & modification Designs interact & modification Cross-Sell & Upsell products The Kitchens Designers Needs Interact with the customer (touch points) Comprehensive Customer interaction Picture Ayala- Kitchen Designer Installation date availability/oncall. Ready for all installation questions Cross-Sell & Upsell post installation

24 Let s go on the journey for the rest of the morning Feels like a sports car How experience drives business processes Taking the Digital Journey Customer Driven Services Don t forget your own people! Customer Understanding Opening Your Eyes to Customer Experience Lunch is getting closer

25 Feels like a sports car How experience drives business processes Date: 03/06/2013 Presenters: Yaniv Michaeli & Ronny Sapir

26 Why, Who, How Most people believe that Customer Experience is just about finding the best solution for your Customers - but it s not. CX is about defining the problem that needs to be solved (the why), defining the types of people who need it to be solved (the who), and defining the way in which it should be solved to be relevant to those people (the how). Takeoff on Whitney Hess

27 Let s buy a sports car in 1963 Wants a sports car Research Checking alternatives Making the Decision Post Decision Want s to buy a new car. Prefers a sports car Has about $2,500 to spend Almost no alternatives Cost is $3,500 Can t afford

28 Tailoring a product to the customer Answering need & situation with a new experience Bottom line 1.1 billion dollar profit Sales 15% more then expected

29 Let s buy a sports car in 1963 Wants a sports car Research Checking alternatives Making a Decision Post Decision Not expensive to maintain A Ford Mustang Cost is less then $2,500. Enough is left to customize it! Want s to buy a new car. Thinks about a sports car Has about $2,500 to spend Almost no alternatives Cost is $3,500 Can t afford

30 Open a savings account Research Go to a Bank Wait in Line Receive information Make a Decision Every Bank looks the same Have to go there Wasted time A lot to understand How can I be sure?

31 Adding value by better experience Umpqua Bank A community centered bank, where everyone can receive first class service in a comfortable environment Bottom line 1 million dollars in deposits the first week

32 Open a savings account Research Go to a Bank Wait in Line Receive information Make a Decision Not so bad They help me to understand This bank cares about People and the Town I like it! Every Bank looks the same Have to go there Wasted time A lot to understand How can I be sure?

33 Using on-line coupons Receive offers Apply Get coupon Print or Download Go to Shop This looks like a good deal That was easy I want a new. Where have I put it? Ah?!

34 Improving an existing process Amex sync A simpler way to receive and offer coupons while improving the customers experience when redeeming one.

35 Using on-line coupons Receive offers Apply Get coupon Print or Download Go to Shop That was easy Easy shopping I want a new... This looks like a good deal That was easy Where have I put it? Ah?!

36 Key Takeaways Effective experience is integrated into business process Define the journey for a specific persona Find the flexible valleys Check opportunities for Brand Strategy Technology Make sure you don t lose your peaks King content is still alive Some of the best opportunities lie in the digital sphere

37 Taking the Customer Journey the Digital Way Date: 03/06/2013 Presenter: Rami Gur Business Specialist, Matrix Digital

38 Gil & Liora גילי וליאורה

39 Gil is planning to treat Liora with a romantic dinner in their new house

40 רוצה עזרה? And what is more romantic than an Italian dinner with homemade pasta Did You Know? Mark & Spenser found that consumers who watched video show uplift in basket size by 25%, Products supported by videos are viewed 3 times as often as other products and are less returned, Consumers who watch videos visit the website up to twice as often as those who don't watch the videos Forrester Case Study: How Marks And Spencer Uses Online Video To Boost ecommerce

41 רוצה עזרה? Gil Can t make up his mind Did You Know? 44 percent of young people in the US (up to 35) use video chat and only 23% over age 35 The Young and the Digital: a Glimpse into Future Market Evolution Insights from McKinsey s Global iconsumers Research

42 The call center rep has all the tools to assist and to sell

43 רוצה עזרה? Curating User Generated Content Can Boost Online Conversion Did You Know? Same goes for B2B 23% of business buyers in US and western Europe, consume vendor created content and 22% consume content generated by peers or colleagues Q North America And Europe B2B Social And Community Marketing Online Survey

44 Gil wants to get the feel, and travels to the store, not before he saves his shopping list Worth Quoting

45 Gil Check-ins the store through the Cook4U App המציאות של Cook4u לחץ על כפתור הצ'ק אין וקבל מתנה צ'ק אין

46 Gil Check-ins the store through the Cook4U App המציאות של Cook4u תודה ששיתפת. קבל 200 גרם תבלינים לבחירתך.

47 In the Store Gil Can Continue the Experience המציאות של Cook4u צלחת אירוח דגם Avio צלחת מקרמיקה בציפוי עמיד לשריטות. מושלם לבישול קר או חם ולאירוח הנותן דגש לצבעוניות של האוכל

48 But What is a Romantic Dinner Without Wine? המציאות של Cook4u מוצר הבסיס דניאל חסון, ייעוץ אישי נושא: איזה יין מתאים לפסטה?

49 Meanwhile, Liora is at Home, Supervising the new Kitchen Installation

50 Moti, the Installer Provides and ipad to Connect Liora with Ayala the kitchen Designer תמיכה אישית Online הי ליאורה, נו, איך הצבע ייצא? מהמם לא? אני מבינה שיש בעיה עם המדף. במה אני יכולה לעזור? איילה כהן, מעצבת פנים

51 Ayala, the Kitchen Designer is Assisting Through Chat, With the Last Details תמיכה אישית Online איילה כהן, מעצבת פנים תכנית מטבח

52 Ayala, the Kitchen Designer is Assisting Through Chat, With the Last Details תמיכה אישית Online תודה, עכשיו זה הסתדר. איילה כהן, מעצבת פנים אני שמחה שהסתדר. אמרתי לך שאנחנו פה בשבילך סיפרתי לך שהתחלנו לייצר גם ארונות לחדרי שינה? רוצה לראות דוגמא?

53 Ayala, the Kitchen Designer is Assisting Through Chat, With the Last Details תמיכה אישית Online איילה כהן, מעצבת פנים ארונות דגם "סינבוקו"

54 Moti, the Installer Offers Liora an Extended Warranty מפת לקוחות אחריות דוד גואטה החליפו לי דלת ששברתי בהכנסת מדיח חדש ללא עלות רחל מורן שמונה שנים אחרי התקנה הגיעו תוך יום להחליף ציר שבור דורית שכטר שלחו לי חומר ניקוי מיוחד אחרי שהחלפתי שישי ונוצרו כתמים על הדלתות 12 מדרגים בשכונת המרכז קריית שמונה. ציון ממוצע 5/5

55 A Short Feedback is Easy on and ipad חוות דעת על התקנת המטבח ליאורה, תתחדשי על המטבח! נשמח אם תוכלי להקדיש שתי דקות למלא משוב. אנא דרגי את הנושאים הבאים לא מרוצה, - 5 מרוצה מאוד. כמה אדיבה הייתה רונית המעצבת כמה מקצועית הייתה רונית המעצבת כמה הפתרונות שסופקו ענו על צרכייך כמה היית מרוצה מזמן האספקה כמה אדיב היה המתקין כמה את שבעת רצון מהתהליך ההתקנה. אני מעוניינת לקבל דיוור אלקטרוני תודה על הזמן שהשקעת!

56 The Romantic Dinner at the New House Was a Success

57 And Gil plans to make a tradition out of it where Cook4U content is a source of ideas Worth Quoting

58 Even the Invoice is Smart Worth Quoting

59 Liora & Gil Customer Journeys Customer Journey Customer Journey

60 Takeaways Digital technologies are the most important enabler for customer journey realization and they continue to be the customer experience game changer. Mobile Technologies are the most important enabler for the digital journey. Digital can (and should) be local & contextual. Digital can (and should) be personal. When digital technologies are humanized you can achieve not only customer loyalty but customer advocacy. The digital tools are very powerful use them with care. But the digital journey requires the organization and it s employees need all to play the same ball game: the customer experience ball game.

61 Customer Driven Services Don t forget your own people! Date: 03/06/2013 Presenter: Craig Levy

62 The CX Challenge Why can t I order an item online and pick it up at my local store? Mobile Web Wouldn t it be nice if they recognized me? When I clicked the Chat Now the agent had no idea of what was in my shopping cart? Store Mail Why can t I check my order status from my phone? Acme lets me. Call Center Partner When I go online, I can t easily find what I need. Its too complicated to find what s best for Social The promotions I receive are relevant. Once they sent me a coupon after my purchase?

63 Unified Customer Solution Non-Siloed DON T need to change organization can be virtual Branch Kiosk Mail Phone Social Mobile I*net Account Status Product Sales Fees & Charges Campaigns Loyalty Programs Warranties Up-sell Offers Cross-sell Offers Complaints New Orders Account Status Help Desk Product Inquiries Billing Questions Tech Support Product Inquiries Billing Questions Warranty Service New Orders Help Desk Support Warranty Service Complaints Service Offerings Agents Partners Call Center Consultant Mobile WF Sales Person Billing

64 Case Study: Designer Kitchens Inc. Liora The Customer Moti the Installer Dan Showroom Salesman Shira - Call Center Rep Ayala- Kitchen Designer

65 Designer Kitchens Inc. The Customer Journey Activities Customer searches online Uses App Designs Kitchen Chats with Designer Plans visit Visits Showroom Questions design Decisions update design Has dilemma Calls contact centre prices Speaks with Designer (Changes) Installers Arrives Visibility of progress based on design Installation was efficient Pleased with design & work, takes out extended warranty Customer posts satisfaction Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation The showroom was amazing & knew exactly what she wanted Intrigued by the products, designs & capabilities Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend

66 Designer Kitchens Inc: Serving the Customers through the Customer Journey What are the Needs of Ayala the Kitchen Designer? Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation The showroom was amazing & knew exactly what she wanted Intrigued by the products, designs & capabilities Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend Product Availability Customer details Customized Designs Designs interact & modification Designs interact & modification Cross-Sell & Upsell products The Kitchens Designers Needs Interact with the customer (touch points) Comprehensive Customer interaction Picture Ayala- Kitchen Designer Installation date availability/oncall. Ready for all installation questions Cross-Sell & Upsell post installation

67 Designer Kitchens Inc: Serving the Customers through the Customer Journey What are the Tools for Ayala? Some Examples Chat with Customer CRM 360 Unified Desktop Collaboration with other employees Ayala- Kitchen Designer

68 Designer Kitchens Inc: Serving the Customers through the Customer Journey What are the Needs of the Call Center Rep? Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation The showroom was amazing & knew exactly what she wanted Intrigued by the products, designs & capabilities Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend Customer Identification new / recurring Context of call Personal details (i.e showroom) Follow-up post customer visiting store Confirm design changes Further cross-sell up-sell Answer questions The Call Center Rep Needs Review & revise quotes Recommend cheaper products or alternatives Submit orders for customers Collaboration with kitchen designer Shira - Call Center Rep Installation schedule - prep customer Schedule Designer, Installer & Customer Available for all installation questions Followup - installation & post installation satisfaction Offer complementary services Products installed

69 Designer Kitchens Inc: Serving the Customers through the Customer Journey What are the Needs of the Showroom Salesman? Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation The showroom was amazing & knew exactly what she wanted Intrigued by the products, designs & capabilities Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend The Showroom Salesman Needs Identify customer - new / recurring Know the context of the visit Ability to review and revise designs & build quote Recommend cheaper products or alternatives Submit orders for customers Dan Showroom Salesman

70 Designer Kitchens Inc: Serving the Customers through the Customer Journey What are the Needs of the Installer? Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation The showroom was amazing & knew exactly what she wanted Intrigued by the products, designs & capabilities Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend The Installer s Needs Moti the Installer Installation schedule (& synch of any changes) Exact Design parts required Context of the visit Cross-Sell & Up-sell Designer Collaboration

71 An Outside-in Organizational Eco-System We need to provide our employees with the basics to service our customers Context New or Existing Customer What is current situation Information Important Customer Information Details of the interaction at hand Culture Collaboration Bonuses Process Clear steps on next steps Seamless across touchpoints

72 How do I Start Map Capabilities vs Ability: Map Innovations & Customer related capabilities versus internal ability to support. Expedited CAS Solutions (Capabilities Ability Support) Moment of Truth Identification Core Platform - Phased Development Research & Planning Visit Showroom Planning & Making the Decision Installation Post Installation Intrigued by the products, designs & capabilities The showroom was amazing & knew exactly what she wanted Hard to make decision between a couple of options Installation went well quick & relatively little mess The kitchen looks great. Going to recommend

73 Takeaways Thinking Customer, requires Outside IN CRM. But ask yourself How will this impact internally Innovations need to permeate to succeed? Are our people well equipped? Customer Experience = Employee Experience

74 Customer Understanding Opening Your Eyes to Customer Experience Date: 3/6/2013 Presenter: Itay Almog

75 From knowing Customers to Understanding them Knowing something is just that, knowledge. Understanding something is being able to act on that knowledge and use it practically. Worth Quoting Any fool can know, the point is to understand. Albert Einstein

76 CU Along the Customer Journey Request Request Annual Tax Report Fulfill Report sent to customer and he is alerted Reassure & Sell Make sure Customer received & understood reports. Attend additional needs Feedback Customer Feedback Collected Customer can order online or via call center Customer does not understand report Assisting and attending customer needs at preferred touch point Customer frustration resolved

77 CU Along the Customer Journey CU Before Customer Insights we get before the journey allowing us to optimize it CU During More Insights we get during the journey allowing us to fine-tune the journey and personalize it to the changing needs and context of the customer CU After Closing the loop with implicit & explicit feedback from the customer

78 CU Before What do we know about the Customer before entering the journey? annoys him, personal works well Bonds product gets a bad sentiment, retirement has good sentiment High Customer Value, well distributed portfolio

79 What is the Optimal Touch Point For John Smith? Request Request Annual Tax Report Fulfill Report sent to customer and he is alerted Reassure & Sell Make sure Customer received & understood reports. Attend additional needs Feedback Customer Feedback Collected Did You Know? Reassure & Sell Via Phone by Customer Service Rep Customer is irritated by Reassure & Sell Via Phone by Pension Consultant Customer is irritated by , has high customer value & is interested in long term savings Reassure & Sell via or chat Customer is a digital native and dislikes phone interaction

80 CU During What can we learn about the Customer during the journey and how can we improve his experience on the go? Ask about last interaction: Tax Report Local News: new hours for Newton branch New offer: Roth IRA Local offers: Celtics game tickets at 20% discount until March 31 Recommended service: retirement planning at your home or office

81 CU After: Closing the loop Transaction Based Feedback Explicit Feedback Implicit Feedback Explicit Feedback

82 UC Information as a Service UC Insight & analytics provided for the customer as an added value CU Before Customer Insights we get before the journey allowing us to optimize it CU During More Insights we get during the journey allowing us to fine-tune the journey and personalize it to the changing needs and context of the customer CU After Closing the loop with implicit & explicit feedback from the customer

83 UC for B2B Provide the customers information & insights they want and need Did You Know? The Internet companies realized from the very beginning that information is an asset that can be provided as an added value for their business customers achieving loyalty and advocacy

84 UC for B2B Provide the customers information & insights they want and need

85 UC for B2C Provide the customers information & insights they want and need What is Safe to spend? Am I meeting my Goals What are your largest expense areas? What do I need to do to meet specific goals?

86 UC Provide the customers information & insights they want and need My History\Habits My Trends My Favorites Benchmarks My Recommendations How do I compare to relevant customer profiles?

87 Some Challenges Avoiding the Big Brother Syndrome Coping with Big Data Identifying customers across channels Worth Quoting

88 Key Takeaways o Customer Understanding is key to planning, executing & optimizing Customer Experience o The CU After is crucial for improving the next journey do not neglect this phase o You need to build a roadmap for getting from customer knowledge to customer understanding o Probably you already have the assets to start today. Don t Wait Worth Quoting

89 למחר בבוקר... גיבוש אסטרטגית CX ארגונית o דגש על "לאפשר" על פני "לנעול" o על גמישות על פני מבנים ונהלים out side in על ראייה רב ממדית, o חיבור האסטרטגיה לתהליכים עסקיים ולטכנולוגיות תומכות מינוף טכנולוגיות הדיגיטל והניידות לעובדי הארגון ולשותפיו זיהוי וטיפול ברגעי האמת מול הלקוח הבנת הלקוח ( )CU כבסיס הכרה בכך שזהו מרתון אך חשוב וניתן ליישמו בספרינטים קצרים ומדידים

90 יוצאים למסע, עם תחנות בדרך...

91 1 : יום 1 מומחי מטריקס מזמינים אתכם ליום פגישות אישיות מרוכז ) 1:1( ללא תשלום, בעולמות התוכן השונים, סביב חווית הלקוח פרטים נוספים ורישום באתר מטריקס

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