mobile user experience meets customer centricity. · mobile user experience meets customer...

Thorben Fasching

Hamburg, 6. Juni 2016

MOBILE USER EXPERIENCE MEETS CUSTOMER CENTRICITY.

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@OPENREPLY_DE

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WHY DOES CUSTOMER CENTRICITY BECOMES EVEN MORE IMPORTANT?

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WE ARE LIVING IN AN AGE OF INFO AND NEWS-

SMOG.

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WE ARE LIVING IN AN AGE OF EVERYWHERE AND

EVERYTIME-COMMERCE.

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EVERYTHING HAPPENS IN REALTIME WITH HIGH

SPEED.

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EVERYONE CREATES THEIR OWN INDIVIDUAL

FILTERS.

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AND ONLY LET THROUGH TO ITSELF WHAT IS REALLY

RELEVANT.

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BUT HOW CAN CUSTOMERS DECIDE

WHAT IS REALLY RELEVANT?

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ARE THEY IN THE DRIVER´S SEAT?

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OR DO ADVERTISERS AND RETAILERS MANIPULATE

THE FILTERS?

WHAT IS THE RIGHT APPROACH TO A CUSTOMER CENTRICITY STRATEGY TO GET A GREAT (MOBILE) UX?

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CREATING A POSITIVE CUSTOMER EXPERIENCE ALONG THE CUSTOMER

JOURNEY.

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PRE-SALE, POINT-OF-SALE AND POST-SALE.

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RELEVANT INFORMATION ARE VALUE ADDED

SERVICES.

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CHANGE.

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THE SECRET OF CHANGE IS TO FOCUS ALL YOUR ENERGY, NOT ON FIGHTING THE OLD, BUT ON BUILDING THE NEW.

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WHAT IS THE NEW?

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BUILD A CUSTOMER-CENTRIC COMPANY

CULTURE.

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YOUR CUSTOMER IS THE HERO. NOT YOUR

PRODUCT OR YOUR SERVICE.

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A CUSTOMER CENTRIC APPROACH DIFFERENTIATE A

COMPANY FROM COMPETITORS WHO DO NOT

OFFER THE SAME EXPERIENCE.

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WHAT ARE THE NEEDS OF A CONNECTED

CUSTOMER?

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SEAMLESS EXPERIENCE.

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FIND WHAT HE NEEDS IN A FAST AND EASY WAY.

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REGARDLESS OF TOUCHPOINTS.

WHAT IS THE ROLE OF DATA WHEN THINKING ABOUT MOBILE USER EXPERIENCE?

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USING CUSTOMER DATA FOR REALTIME

MULTITOUCHPOINT-MANAGEMENT.

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WITH DATA TO INSIGHTS.

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WITH DATA TO IDEAS.

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WITH DATA TO STORIES.

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WITH DATA TO 1-2-1-COMMUNICATION.

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THE RIGHT INFORMATION AT THE RIGHT TIME IN THE

RIGHT PLACE.

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WITH SMARTPHONES.

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BUT…

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BIG DATA IS LIKE TEENAGE SEX.

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EVERYONE TALKS ABOUT IT, NOBODY REALLY KNOWS HOW TO

DO IT, EVERYONE THINKS EVERYONE ELSE IS DOING IT, SO EVERYONE CLAIMS THEY ARE

DOING IT… (DAN ARIELY)

HOW TO BECOME CUSTOMER CENTRIC AND CREATE A GREAT CUSTOMER EXPERIENCE?

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#1

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THROW CONVENTIONAL MARKETING WISDOM OUT

OF THE WINDOW.

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#2

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USING DATA TO YOUR ADVANTAGE.

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#3

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MOBILE IS THE MOST IMPORTANT TOUCHPOINT.

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#4

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BUILD YOUR BUSINESS AROUND YOUR BEST

CUSTOMERS.

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THANK YOU.

THORBEN FASCHING Geschäftsführer Open Reply Germany Vizepräsident Bundesverband Digitale Wirtschaft (BVDW) e.V.

Mobile: +49 151 195 609 65 Mail: t.fasching@reply.de Twitter: @thabor

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