From Personalization to Engagement to EXPERIENCE! What are the keys to success Who is doing it well? FUTURE CUSTOMER EXPERIENCE

Transcription

1 From Personalization to Engagement to EXPERIENCE! What are the keys to success Who is doing it well? FUTURE CUSTOMER EXPERIENCE

2 What Is Customer Experience? The customer experience is the cumulative impact of all interactions that an individual has with a business, it's products or services at any point in time 2

3 Amazon Obsessed With Making Customers Happy 2013 Letter to Shareholders: There are a lot of reasons why Amazon succeeded while so many other companies failed. But here, arguably, is the most important one: Amazon is obsessed with making its customers happy...our energy at Amazon comes from the desire to impress customers rather than the zeal to best competitors We do work to pay attention to competitors and be inspired by them, but it is a fact that the customer-centric way is at this point a defining element of our culture. One advantage perhaps a somewhat subtle one of a customer-driven focus is that it aids a certain type of proactivity. When we re at our best, we don t wait for external pressures. We are internally driven to improve our services, adding benefits and features, before we have to. We lower prices and increase value for customers before we have to. We invent before we have to. These investments are motivated by customer focus rather than by reaction to competition. We think this approach earns more trust with customers and drives rapid improvements in customer experience importantly even in those areas where we are already the leader. Henry Blodget, Business Insider Amazon CEO Jeff Bezos

4 Burberry Moving Phygital At Burberry, customers can pick up a garment that is fitted with an RFID (radio identification) tag and trigger an interactive video that shows how the product was made or what other items complement it. 10/28/2013 At Burberry, the same thing is happening because of the retailer s use of Big Data. Customer profiles are built based on what garments the customers have tried on (they are tracked using those RFID tags with the customers permission, of course). Burberry recently launched a program called Customer 360, a datadriven shopping experience which invites customers to digitally share their buying history, shopping preferences and fashion phobias. The program relies on SAP HANA platform to analyze customer likes and tastes and deliver that information to employees on the sales floor via their tablet devices. Sales associates who are assisting customers can also access information about their past purchases on a tablet computer. Angela Ahrendts, CEO of Burberry, says this gives in-store customers access to the rich levels of immediate information they have grown to expect from the online experience. Walking through the doors is just like walking into our web site, she says. Phygital High Street Futurism? Source: FutureGeek

5 Exceptional Customer Experience Top 10 Principles Behind Great Customer Experience: Exceptional Customer Experience: The key catalyst for business growth Customer experience refers to a single interaction or cumulative effect of many interactions between the customer and the retailer. No matter how simple or complex the customer experience is based on their individual preferred touchpoints, it needs to be world class. Provide the same consistent, reliable and memorable experience across every channel: Make it easy, compelling, and exciting something the customer wants to share with their network. 1. Strongly reflect the customer s identity get it right at brand level 2. Satisfy highest objectives get it right at product or service level 3. Leave nothing to chance get it right at the interaction level 4. Set and then meet expectations 5. Are effortless 6. Are stress free 7. Indulge the senses 8. Are socially engaging 9. Put the customer in control 10. Consider the emotions The Ten Principles behind Great Customer Experiences" by Matt Watkinson.

6 Spotlight On PETCO Shifting Social efforts from purely Commerce to true Experience HAPPY IS THE KEY Petco s new brand promise is about making powerful connections and social is one way they re living it. From engaging posts and asking for UGC (user generated content) through to customer service, social is yet another storefront in the customer experience. When people partake in social networking, they release oxytocin through liking, sharing, advocating so its critically important to give them a positive outlet for their passion.

7 Peer High Fives

8 Keys For Success We asked, we listened, we learned: 1. Create a strong roadmap the average roadmap for building out capabilities is 2 years and everyone has one! What happens after 2 years, tbd, but get the critical milestones on the map now and get going! 2. Know your limitations, but don t get hung up on temporary infrastructure constraints. If its not critical to your strategy, outsource, but ensure the siloes are knocked down and insist on crossfunctional alignment 3. Blend channels create measures! It s not about channels, its about engagement and experience. Start doing some heavy analytics to measure your success in effectively engaging your customers. Test, learn, apply, roll-out 4. Find the tipping points over the edge! Don t over communicate. Focus on helping customers solve for challenges, engage and actively share, but don t keep sending them offer after offer if they re not responding. 5. Learn from other verticals. From Grocery to Fashion to in-store to online and everything in between stop, look and listen 6. Define your critical customer segments and create unique customer engagement strategies that accurately reflect their preferences 7. Optimize, optimize, optimize! Invest in analytics and engines to help you move from a toe in the water to diving in...executing at enterprise scale. It s still a dangerously close race and only a few will win

9 Do you know how your customers feel? Questions To Ask Yourself Do you know what your customers want? Do you know what makes your customers happy? Do you actively measure customer experience? How does customer experience fit into your roadmap? Who owns it? Who does it impact? How aligned is customer experience to your brand aspiration and board-level vision? Can customers really love your brand?