give to get: choreographing the customer experience
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COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 1
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 2
Ap
pro
ac
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me
mb
er
Ad
Customer Experience From the Customer’s Perspective
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 3
Customer IMPACT Agenda Treat different customer's differently
Ad
Touchpoints
Remember Purchase Delivery Usage Support Possibilities Decision Approach Need
Execution
Organization Processes Information Technology
Touchpoint
Interaction Type Ignore Monitor Participate Activate ConTrol
Strategy. Execution. Results.
4 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Customer Decision Cycles
Strategy. Execution. Results.
5 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Smell
Taste Touch
Hear
See
IMPACT ensures a Memorable Experience
6 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Touchpoints and Information Exchange
Strategy. Execution. Results.
7 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Download Whitepaper „paid with“ Information
First Name
Last Name
Email Address
Confirm Email Address
Company
Title
Job Function
Industry
Job Level
Revenue
Address
Address 2
Country
Zip Code
City
State
Phone
Yes, send me information on the
latest news and Information and
from you and your partners
Subscribe to the Newsletter, our
weekly publication
Yes, pass my information
to Relevant Partners
Favorite Color
Shoe Size
Favorite Food
Favorite Holiday
Automobile
Partner Name
Home Owner?
Income Range
Children
Debt
Religion
Transaction History
Race
Medical Conditions
Hygiene/Cleanliness
Sexual Preferences
Strategy. Execution. Results.
8 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
We Value Personal Information
Least
Private Most
Private
Most
Private Personal Facts Personal Preferences
Strategy. Execution. Results.
9 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
The ability to manage what happens with your private information
Personal Information Value
Control Sell Forbid
http://online.wsj.com/article/SB10001424052748703529004576160764037920274.htm
Strategy. Execution. Results.
10 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Reciprocity:
Latin: Reciprocus
The practice of
exchanging things
with others
for mutual benefit
“Give to Get “
“Tit for Tat“
Strategy. Execution. Results.
11 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Information
Reciprocity
12 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Receive
13 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Receive
Recommendation / Market Basket Engine
Open Source: KNIME.COM
14 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Select
15 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Filter
16 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Exchange
17 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Exchange
18 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
E-purchase
19 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Convert
Kudos
Thumbs Up
MVP
Ace Expert
Ideas
Etc……
Great news! 1,709 travelers have read your reviews* Trouble viewing this e-mail? View it as a web page
Hotels | Flights | Restaurants | Vacation Rentals | Trip Ideas
Someone's been reading your reviews September 2011
Your opinions have made a real difference. Thank you!
Your recent reviews
REVIEW TOTAL READERS* HELPFUL VOTES DATE
Hotel Alpina Luzern 639 3 November, 2010
Hilton Park Munich 602 0 November, 2010
Europa House Hotel 142 0 November, 2010
Hotel Club i Pini 107 2 June, 2011
Fenice Hotel 74 0 June, 2011
Hotel Zum Schiff 61 0 June, 2011
Bloomfield House 56 0 November, 2010
Hopping Hare 28 0 June, 2011
Review another place
Your readers
40% of your readers are in
United States
17% of your readers are in
United Kingdom
10% of your readers are in
Germany
33% of your readers are in other
countries
About you
MEMBER NAME Heidelbergredwoods
MEMBER SINCE January 21, 2007
LOCATION Lucca
TOTAL REVIEWS 14
BADGE LEVEL Write 7 more rev iews
to earn your next badge
Contributor
TOTAL READERS* 1,709
TOTAL HELPFUL VOTES 8
Update your info
*"Total readers" includes everyone who has seen your TripAdvisor reviews during the past 12 months.
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 20
Convert
From Call Centre to Crowd Sourcing….
Strategy. Execution. Results.
21 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Swisscom:
600k Sessions per month
96% Aswered
40% TopUser
5000 entries
2500 hours
52000 Facebook Fans
Support Channel
1062 Twitter Follower
Notify Channel
Youtube
Installation
Fast Response: Twitter, Facebook
Self Help: Community, Facebook
Notify Channel: Twitter
Installation: Youtube
22 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Divulge
23 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Reciprocity: Give to Get
24 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Strategy. Execution. Results.
25 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.
Touchpoint Choreography
Targeted Customers
Needs
Decision Cycle
Touchpoints
Interaction Impact
Give to Get
Choreography
Dance Choreography
Delight
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 26
Give to Get
The new White Paper
Courtesy of DRI
phil.winters@CIAgenda.com
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