digitale kundeoplevelser den 29. januar - morten schroeder, wilke
TRANSCRIPT
© 2015
Focus on Share of Heart – It Pays Off Morten Schrøder, Wilke Digital Customer Experience & Loyalty -‐ London, November 6, 2014
© 2015
FEARS
NEEDS
DESIRES
What we do
VoC & Insights
Customer Strategy
Solution designs
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The W challenge
Look for a sticker under
your seat
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There are 3 types of people
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The new paradigm in customer relations
TO ENGAGING RELATIONS
“I have a lot of customers – let me satisfy their needs. I’m tracking sales on the individual customer.”
FROM TRANSACTIONAL RELATIONS
“I have a lot of products I want to sell – let me find some customers. I’m tracking sales on category, product, channel, segment…”
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Not so long ago my customer experience looked like this
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Then it evolved to this
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And my experience looked pretty much like this
Decide
Plan
Choose
Buy Use/ Experience
Evaluate
Consider
Check-‐in
Check-‐out
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But then something new occured…
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…that changed my experience entirely
Company page on Facebook
Adverts
Online reviews
Online price comparison Facebook
profile
Nesletters
TV adverts
Company websites
Window shopping
User reviews
Compare stores online
Pricerunner
Product demos in shop
Buy product
Consider
Decide
Plan
Inves;gate
Choose/ re-‐choose
Buy
Use/ experience
Evaluate
Navigate Share
Understand
COMPANY PRIVATE
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The four dimensions of engaging Customer Experience
Reliability • Keeping promises • Good quality • Always
Relevance • Meaningful offers • One size does not fit all
Responsiveness • Ac;ve listening • Fast ac;on • Recovery when needed
Convenience • Omni channel • Pro ac;ve
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WOW
Friend-‐liness
Basics 46%
44%
10%
Engaging customer experience drives positive WOM
Customer Experience
Word of M
outh
Poor
Excellent
High
Low
Source: Wilke Customer experience Survey, february 2014, n=1,022
Relational
Emotional
Unique
Motivational
Transactional
Rational
Mee too
Hygiene
© 2015
Engaging customer experience drives share of heart
Customer Experience
Share of hea
rt
Poor
Excellent
High
Low
Relational
Emotional
Unique
Motivational
Transactional
Rational
Mee too
Hygiene
Source: Wilke Customer experience Survey, february 2014, n=1,022
© 2015
Profitable
Community Relation Fatigue
Share of heart
Profi
tability
Poor Excellent
Relation Power
Excellent
WILKE STUDY
EBITDA M
argin
And share of heart drives bottom line
© 2015
Profitable
Community Relation Fatigue
Share of heart
Profi
tability
Poor Excellent
Relation Power
Excellent
WILKE STUDY
Forsikrin
gstekn
isk resulta
t i %
af p
ræmieindtægter
© 2015
Four new P’s supporting interaction between customer and organisation
NEW
Price Place Product Promotion
Promise Process People Physical Evidence
OLD
© 2015
80% of CEO’s believe they offer a superior customer experience.
8% of their customers agree.
Keep your promises
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Remember?
© 2015
8 timer og 34 minutter
“We believe that customer service shouldn't be just a department; it should be the entire company.”
Tony Hsieh, CEO, Zappos
“We believe that customer service shouldn't be just a department; it should be the entire company.”
Physical Evidence
Tony Hsieh, CEO, Zappos
© 2015
8 hrs 34 mins. Tony Hsieh, CEO, Zappos
Physical Evidence
© 2015
Continue improving the process
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better”
Jeff Bezos, CEO, Amazon
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Continue improving the process
© 2015
People
“If the employees come first, then they’re happy…. A motivated employee treats the customer well. The customer is happy so they keep coming back, which pleases the shareholders. It’s not one of the enduring green mysteries of all time, it is just the way it works.” —Herb Kelleher, CEO Southwest Airlines
© 2015
Activate your people
© 2015
There are three types of customers
