Success Works

Darcy BevelacquaSuccess Works darcy@success-works.com 917 520-0261

Customer Experience Trends 2015

www.success-works.com

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2015 is about new and better ways of doing business!Everyone is tying to improve the Customer journey, create connections,and recognize customer across devices.

The emphasis for 2015 needs to be on DATA DRIVEN MAGIC How to provide Magic that is customized

26 Key Trends for 201534

#1 Focus on the Customer and Employee Journey together Customer Experience is impacted by the employee experience Employees are your great asset so take good care of them. Offer incentives to motive employees to solve problems.Automate repetitive administrative tasks with technology so more time can be spent serving customers. Provide employees with data and tools to make their lives easier when working with customers.Provide more training especially social to everyone. Evaluate employees on the quality of their interactions with customers not just the time spent.Use gamification to enhance training. Develop knowledge management systems to make it easier for employees to find the information they need. Continuously collect Voice of the employee and voice of the customer. 5

Employee experience experts 6

Employee training and daily reinforcement and recognition of great service

Employee training and focus on the Customer.

Strong hiring and training. Incentive to leave if you dont love working there. 7

#2 Reduce the gaps and manage the Omni - channel experience #2 Reduce the gaps and manage the Omni-channel experience There are gaps between devices- mobile, social, tablet, computer that need to be addressed via identity management. Gaps between the physical and digital channels- consumers expect you to know their preferences and past purchases in store and on line. Use sensors, loyalty data and employees with access to profiles to help guide customers in store.Gaps between departments-sales, service and marketing. Create a customer journey map and agree on common definitions of best customers and the best treatments to be applied. Work on business transformation.Gaps in updating digital contact data and preferences.

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Identity Management

Managing Omni Channel Experiences Reducing the Omni-channel gaps experts9

On line and off line products To serve you every where

Link the online version with thePhysical Moleskin notes books

Ability to hit the help button to get Real help at any time

Real time tracking of packages 10

#3 Use the customer journey to helpadd services to your existing products. #3 Use the Customer Journey to help add services 11Customers expect a seamless service from beginning to end. You can do this by partnering with other providers who can provide the services needed to help your customers. Consider creating service bundles of products that naturally go together to make it easier for customers to get everything in one trip. Use customer surveys and journey mapping to determine what services customers value and test to understand the impact on your business . Add value to your product-not discounts.

Service thru all channels

Meet needs before and after sale#3Use the Customer Journey to help add services12Engage customers in-store using Ipads to enhance profiles, showcase products of interest and look up customer preferences. Improved social media profiles, filmed runway events, and unique video/ photos to get the behind the scenes look

Unique items, Ecofriendly, Health focus Have take out and Eat in

Free genius bar for service for All devices. Built in apps to make Life easier. Use smart phone as your Door key. Check out Remotely.

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#4 Put the human back in the experience #4 Put the human back in the experience 14Consumers are looking at their phones and interacting with digital content almost 1500X a week (Accenture) Consumers are overwhelmed, distracted and looking for ways to ditch their technology and take a break.We need to put the personal human touch back in our business to help the customer know we care. Customers want the human connection.They hate to talk to on line phone services and desire to talk to other humans. Digital stores are actually setting upBrick and mortar locations

Putting the Human back in theExperience 15Neiman Marcus bought 5,000 iPhones and gave them to their in-store Associates at 40 stores. The company also provided extensive training on how to use the devices so Associates can stay in touch with their customers via texts or In store.

On line eyewear retailer sets up Retail stores.

Uses databases to help Serve customers and meet their Individual preferences. Personalized service by remembering the details. Only uses real people to answer the Phone and responds to customers.16

#5 Make your decisions data driven #5 Make decisions data driven17Do your best to try to match customers across all touch-points (SoLoMo-social, local, mobile) to understand purchasing. Customize all communications. Begin with segments or personae until you can segment more finely.Create email trigger campaigns based on customer behavior. Analyze all communications effectiveness. Test and measure everythingUse I beacons to provide in store insight and web analytics to provide on line insight.Link on line and off line analytics if possible.Clean your data and keep it up to date.Build recommendation engines and next best offer plans.

I beacons to drive in store purchases

Recommendation engines Data Driven marketing experts18

Uses data from Extra Care Card to personalize and Customize.

Tests and rolls out Channel specific offers

Customized offers at check in Customized offers and Recommendation engine Analyzes shopping Behaviors by location Uses data and weather To help stock store 19

# 6 Connecting social and mobile with new Payment Vehicles#6 Connecting social and money with New Payment Vehicles20Prepare for digital wallets such as American Express and Apple pay to be used.. Enable customers to use RFID and to pay for goods with any associate instead of waiting on line at POS system.Consumers expect to be able to pay on line and pick up in store or to return in store. Enabling purchase and refunds in all channels. Enable multiple people to pay for a gift by splitting the check among them or doing some crowd sourcing to raise the funds-PayPal. Snap chat, Instagram ,Venmo are used to exchange payments with friends and merchants.Prepare for new coupons, ordering and payment vehicles

Bit coin for international payments

Venmo for paying friends Social and mobile payments 21

Apple pay and other Payment forms

Accepting Multiple payment types

Required Transition to the smart card with a chip this year for everyone

Smart card Coin which Combines all your credit Cards in one digital wallet

Tip Easy for Cashless tips Customer Experience Trends 22Customers expectations are constantly rising due to their experiences with other marketers. Customers of all ages expect you to meet their needs and be available when and where they need it. Customer Experience must be re-examined on ongoing- basis in order to keep up with the changes. If you need any help with understanding your customer experience, or how to prioritize what you should do please feel free to call us. Darcy@Success-works.com or call me at 917 520-0261.