extreme customer experience
TRANSCRIPT
EXTREME CUSTOMER EXPERIENCE
Love for marketing.
Passionate about digital.
Believer in the Power of STORIES.
www.joined.be
Xtension
www.slideshare.net/xtension
Filip Modderie
EXTREME CUSTOMER EXPERIENCE
WHY? Customer Experience?
Why Customer Experience?
Everything becomes a COMMODITY some day.
Why Customer Experience?
EXPERIENCE remains the only DIFFERENTIATOR.
Why Customer Experience?
Why Customer Experience?
Why customer experience?
WHAT
are you selling?
A record?
Music? A FEELING!
The success of tomorrowland
Creating an experience
Creating a
tribe
Why Customer Experience?
Experience >
Possession
Source: To do or to have? That’s the question. Leaf van Boven & Thomas Gilovich
Why Customer Experience?
WHY? Extreme?
Everybody can be AVERAGE tomorrow.
The only SUSTAINABLE Differentiator. It’s relative NPS that counts!
New technology gets adopted very fast.
85 years Telephone
20 years Mobile phone
10 years? Smartphone
Attention becomes a scare good.
“When information is cheap, attention becomes expensive”
James Gleick
Why Extreme?
You! Your
Thinking
Why Customer Experience?
“Marketing is not the art of finding clever ways to dispose of
what you make. It is the art of creating genuine
customer value.”
Philip Kotler
Let’s start… … with a question?
Who witnessed the following?
Customer Experience?? “Yes, but can you show me the business case behind it?”
Customer experience in the boardroom.
Source: American Customer Satisfaction Index (http://www.theacsi.org/national-economic-indicator/financial-indicator)
Customer experience in your process.
Cost reduction =
€€€€
Customer experience in your process.
Churn reduction =
4%
“Yes, but can you add the cost of people who will use
this easy process to cheat?”
“And what about the cost of checking and double checking…”
And p*ss of your customers?
“CFO asks CEO: "What happens if we invest in developing our people & then they leave us?”
CEO: “What happens if we don't, and they stay?”
Examples! Customer Experience.
Belgian best practice.
Competition is another ballgame
Do you know how fun this is?
And how fun it can be?
“BUT what about privacy & security?”
Do you really care about your customers privacy or about your
legal risk?
Privacy is in the eye of the beholder.
Do not patronise your customer.
This does NOT mean you can share their
data they trusted you with.
It DOES mean don’t use it as a excuse to make things more difficult.
Experience does not stop at your company.
Customer Experience.
Does NOT stop at your company boundaries.
An personal Experience. Online
presence payment Inventory Choice Traffic
A personal Experience. Online
presence payment Inventory Choice Traffic
A personal Experience. Online
presence payment Inventory Choice Traffic
A personal Experience. Online
presence payment Inventory Choice Traffic DELIVERY
10 DAYS & COUNTING
The customer does not think value chain.
Customers only feel
Their need or problem Vs.
solution
The customer does not think value chain.
That’s why it’s really sad challenging to be in the energy sector.
We don’t provide the power.
We only are responsible for 35% of the invoice. We don’t control the government.
But all customers call us.
The expereience outside the hAPPY FLOW
KPI’s?
How to start? 1. KPI
KPI’s?
98,7% Availability
KPI’s?
Customers don’t care! It’s a 0 or 1 game.
KPI’s? NPS
Net Promotor
Score
NPS: registered TM by Fred Reichheld, Bain & Company.
Net promotor score: what is it?
Sour
ce: h
ttps
://w
ww
.get
amba
ssad
or.c
om/b
log/
unde
rsta
ndin
g-th
e-ne
t-pr
omot
er-r
-sc
ore-
info
grap
hic
KPI’s? All customers
Easy
Benchmark
KPI’s?
But not actionable.
Warning!
Analysis paralysis.
It’s about the attention of management, people, the
organisation.
KPI’s?
How to start? 2. Customer Journey
Experience the experience.
End-to-end!
You is better than nobody.
Or just talk to somebody external
J
Go out and experience!
THANK you for listening.
Kudos for your interaction.
ETERNAL for connecting.
www.joined.be
Xtension
www.slideshare.net/xtension
Filip Modderie
? Did you learn something or are inspired to do
something different today?
? Would you recommend others to this presentation?
Customer experience: Measure!
www.govote.at 54 42 36
THANK you for listening.
Kudos for your interaction.
ETERNAL for connecting.
www.joined.be
Xtension
www.slideshare.net/xtension
Filip Modderie
Flaticon.com
Gratisography.com
Kudos to