growing abroad through customer experience · la multicanalità è la «nuova» normalità ......
TRANSCRIPT
GROWING ABROAD
THROUGH CUSTOMER
EXPERIENCEPunto di vista EY sull’omnichannel
in logica retail internationalization
Milano, 8 aprile 2016
Spain focus
Andrea BassaninoAdvisory Partner – EY
Strategy Mediterranean Leader
Joaquim Martinez BoschSenior Manager – EY
Advisory Services
Evolvono i consumatori: iperconnessi, in mobilità e sempre più consapevoli
TV Internet(PC)
Mobile
-1.2%
+1.3%
-0.5%
-3.7%
-5.4%
+7.6%
+21%
+7%
+29%
Audience
Tempo
speso
ADV Inv.
Evoluzione in numeri
In movimentoPiù interattivi
► Sono consumatori
multi device
► Sempre connessi
ad Internet
► Relazioni e
condivisioni on-line
in aumento
► Si informano con
fonti inedite (Wiki,
blog, podcast)
► Creano contenuti
per uso privato e
condivisione
Più consapevoli Più attenti
► Acquistano online e
si relazionano
tramite social
network
► Hanno aspettative
sempre più alte
verso le aziende
► Danno priorità alla
convenienza e al
risparmio di tempo
► Si rassicurano con
social media e
advocacy
► Prediligono il self-
service e soluzioni
multicanale
La multicanalità è la «nuova» normalità
44%Ricerca e acquisto
online 17% Visita uno store e poi
compra online
32% Ricerca online, visita uno store
per vedere il prodotto, torna
online per l’acquisto51% Ricerca online e acquista
offline
Image credits & Source: Google shopping Intentions Study
Customer omnichannel engagement: innovazione punto vendita e integrazione physical-digital
Omnichannel Customer Experience: conoscere il cliente per competere
Overseeing the
whole customer
journey
Know and segment your customer
Orchestrate and optimize channel mix
Define offers and services aligned to target need
Awareness Knowledge Consideration Selection Loyalty AdvocacySatisfaction
TraditionalMulti-channel
Geek
CoupleSingleFamily
ForeignAffluence
FamilyBehavior Needs
Socio
Demo
Processes Organization Systems
Align company
capabilities to the
customer centric
model
1
3
2
4
5
$
International
expansion
challenges
2 Different customer
needs
Erratic suppliers or
sourcing and poor
infrastructure
3
Uncertain local politics and
complex regulatory
environment
1
Currency
fluctuations,
rising costs and
wages
4
Tax compliance,
transparency
and changing
environment
6
Customs, import and
export restrictions5
Language
barriers and
cultural
considerations
7
Inadequate
project
management
8
Inability to
secure required
local talent
9
Stakeholder
management
considerations
10
Internazionalizzazione: sfide e complessità da affrontare su diversi ambiti
Internazionalizzazione: definizione dei mercati su cui operare e qualificazione delle modalità di approccio come tipici snodi chiave
Basic strategic questions for going international
Where to play ? How to play ?1 2
A
B
C
D
E
F
G
…
n
1 2 1 2 3 4 1 2 3 1 2
Product
line 1
Product
line 2
VAS Other
?
?
?
?
?
?
?
Seg
ment
Current
presence
Priority 1
enlargement
Priority 2
enlargement
Il digitale e l’omnicanalità rappresentano elementi che possono alimentare e influenzare
sia la scelta delle geografie più attrattive, sia le modalità operative di ingresso
Internazionalizzazione: il nostro point of view
Internationalization Strategy
Within the support to internationalization, EY supports clients in addressing all key
questions, from the selection of countries to enter to the definition of the entry strategy
and of the business case
► Macroeconomic
scenario and
general
attractiveness
evaluation
► Evaluation of
regulatory and tariff
barriers
► …
► Mapping of actors
along the value
chain
► Assessment of
critical channels
► Identification of
buyers / influencers
► …
► Understanding of
clients purchasing
criteria
► Order winner and
order qualifier
assessment
► …
► Analysis of
addressable market
size
► Future trends
► Assessment of
incumbent’s
positioning
► Assessment of
expected
profitability
► …
► Comparison and
scoring of markets
► Prioritization
► Short listing
► …
► Detailed market
and competition
analysis
► Go To Market
Strategy definition
(channels,
products, roadmap,
etc.)
► Detailed Business
case definition
Macroeconomic and
Regulatory Analysis
Value Chain
Analysis
Clients’ Market
Analysis
Markets
potential and
competition
analysis
Markets
prioritization
and selection
Market Entry
Strategy and
Business Case
Main
Ob
jecti
ves
Deliv
era
ble
Exam
ple
Thought Leadership / Partners
Key DIfferentiators
► Scale
► Global Reach
► Multi skill
► Innovation attitude
► Holistic approach
► End to end support
Focus on Spain
Last mega trends have eliminated some gaps between traditional customer segments…
Traditional Segmentation
SOCIAL CLASS
AG
E S
EG
ME
NT
Last mega trends have eliminated some gaps between traditional customer segments…
Traditional Segmentation
Digital Transformation
Globalization
Economic
environment
Current Segmentation
Etc.
SOCIAL CLASS
AG
E S
EG
ME
NT
SOCIAL CLASS
AG
E S
EG
ME
NT
We have identified some common behaviors in Spanish market:
SOCIAL CLASS
AG
E S
EG
ME
NT
We are becoming digital1We are becoming omnichannel2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands6
Simplicity is a challenge7
We are digital:
We are video-addicts
Would like to see the agent for
complex queries54 %
Want to use video chat to
communicate with organizations57 %
Use YouTube first to research a
new product or service36 %
Using videos and
video-chat is
becoming a key
element in customer
experience SPAIN
56% would like video-chat to
have a product demonstrated by an agent
Spain is the most video-addict country in Europe
We are social1
Consumers want more customer service
by social media and less marketing
Expect response to social media
comment in 15 mins55 %
Would post a complaint on social
media45 %
Have had customer service by
social media (8% made complaint)15 %
Of the customer have used smartphone to comment on social media about customer service
just received
37% 30%33%
123
2
“Source: The Autonomous Customer 2015: 8 Global Trends.”, BT
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
Customer experience is very different depending on the market:
“Source: DEC by BCG
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
.
Fashion Retailer and Customer Experience
Customer Experience by sector
HotelsAutomobileSmart
phonesCar
InsuranceFood
distribution FashionHealth
insurance Transport Restaurant Telephony BroadbandLive
insuranceFood&Drink Bank Utilities
- 151120212324272732343536444563
Why improve customer experience
33%
3%
16%
Of customers buy 50% of their clothes in the same company and they recommend it 3 times each 3 months
Of customers buy 50% of their clothes in the same company
Of customers buy 50% of their clothes in the same company and they criticize it 3 times each 3 months
Customer experience level:
BAI Customers
Enterprise Primark Zalando Massimo Dutti C&A Lefties H&M
Recommendation 30 30 34 20 32 23 30 22 27 24 28 22
Criticizes 3 1 1 0 2 1 1 0 2 1 2 1
BAI Customers 40 37 36 35 34 34
Enterprise Mango Zara Bimba y Lola Cortefiel Desigual Bershka
Recommendation 25 25 27 24 30 18 29 23 28 17 23 19
Criticizes 2 1 2 1 1 0 4 1 2 1 3 1
BAI Customers 34 33 32 32 27 25
% of customer who recommend or criticize the different brands:
To measure the customer experience of a brand we will use the Brand Advocacy Index (BAI):
- A client recommend the brand spontaneously (x1)
- A client recommend the brand (x0,5)
- A client criticize the brand (x1)
- A client criticize the brand spontaneously (x2)
+
-
-
BAI
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
Customer experience is very different depending on the market:
Customer Experience by sector
.
HotelsAutomobileSmart
phonesCar
InsuranceFood
distribution FashionHealth
insurance Transport Restaurant Telephony BroadbandLive
insuranceFood&Drink Bank Utilities
- 151120212324272732343536444563
Enterprise Foster’s Domino’s 100 Montaditos Ginos La Sureña Lizarrán Pan’s & Company Telepizza
Recommendation 30 30 35 20 30 25 30 24 31 23 33 20 25 17 28 16
Criticizes 4 1 1 0 5 1 5 1 4 2 5 0 2 2 5 1
BAI Customers 38 36 33 32 31 30 24 23
Enterprise KFC BurgerKing Subway McDonalds Starbucks Vips Tommy Mel’s
Recommendation 35 20 27 16 30 21 25 12 30 20 23 19 25 30
Criticizes 3 2 3 1 3 2 6 1 6 2 3 1 7 4
BAI Customers 30 25 28 17 25 24
% of customer who recommend or criticize the different brands:
To measure the customer experience of a brand we will use the Brand Advocacy Index (BAI):
- A client recommend the brand spontaneously (x1)
- A client recommend the brand (x0,5)
- A client criticize the brand (x1)
- A client criticize the brand spontaneously (x2)
+
-
-
BAI
“Source: DEC by BCG
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
EY Spain Omnichannel study
Omnichannel
Cu
sto
me
r E
xp
eri
en
ce
Retail
Experiencia
Generation 11
Generation 22
Generation 33
Generation 44
EXPERIENCE: Memories generated in the customer mind or potential customer as a result of the relationship with the brand
MULTICHANNEL GENERATION 2: Presence of more than one channel but not integrated with different experiences
MULTICHANNEL GENERATION 3: Several integrated channels at operations level but not at the customer experience level
MULTICHANNEL GENERATION 4. OMNICHANNEL: More than a channel that integrates both the customer experience and customer operations allowing complete lifecycle of experience, regardless of location, time and channel, even through different channels without this affecting their experience
EY Spain has performed a study about the main companies in Spain based on several KPIs to evaluate how “omnichannel” they are
► The study clasisifies the companies in four generations.
►Companies generation depends on their level of onmichanel, being the fourth generation the best.
► Each sector has its own analysis.
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
We are becoming omnichannel… but it doesn’t necessary mean providing an excellent customer experience:
“Source: EY Spain
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
Fashion sector
valuation average is
above the average of
Spain
Only the 15,5% of
the companies
have a
differentiated and
personalized
behavior with their
actual clients
Fashion sector
stands out for having
several of the most
omnichannel
companies
Fashion sector is
strong in flexible
delivery but weak in
data analytics
More than the 50% of the companies
are in the second generation
In Spain few
companies are truly
digitals
35,7% of the
companies have a
loyalty program
Web100%
App50%
Web with e-shop72,6%
App with e-shop20,2%
EY Omnichannel
study
“Study of
Omnichannel”
Only a 5% of the
companies are in the
fourth generation.
Conclusions of the Spanish omnichannel study: Consumer digitalization is going faster that companies digitalization
We have prioritized other values vs. brand loyalty…
“Source: EY Spain
Telcos changed market rules
Traditional organizations have diversified
their businesses
Globalization brings new competitors
Spaniards has lost brand
loyalty to:
• Telco brands
• Banks
• Power companies
• Insurances
• Sport clubs
• Food & drink brands (white
labels)
• Etc.
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
Product quality is one of the main decision tools:
“Source: DEC by BCG
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
Product quality is one of the main decision tools:
““Source: DEC by BCG
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
We are becoming green…
“Source: ministerio de Agricultura, Alimentación y Medio Ambiente
► Eco-consumers are increasing
exponentially
► They are also expanding
geographically
► Consumption frequency is
incrementing
► New trends have been matured
(KM 0, Biological, Gluten free, CO2
emission, etc.)
► This is impacting new sectors
(drugstores, transportation,
schools, etc).
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
We are not as much in love with Spanish brands:
► Political situation is affecting regional brands
► There are other country brands which are stronger (recognized by
Spanish market)
► We keep good brand perception for some specific products
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
We are not as much in love with Spanish brands:
We are becoming digital
1
We are becoming omnichannel
2
We have lost brand loyalty3
We still expect quality4
We are becoming green5We are not as much in love with Spanish brands
6
Simplicity is a challenge7
Customers buy more from organizations that make it easier
Easy is an opportunity
It should be easier to contact orgs. by phone, web chat
and email82 %
Like it when orgs. notice I have a problem with
customer service & try to help71 %
Consumers would be more loyal to orgs. if they are
easy to deal with87 %
In Spain few customers do it but they think that:
Facing this customer trend will be a strategic advantage
82% 50%73%
128
1
Which is your SWOT analysis???
We are becoming digital1
We are becoming omnichannel2
We have lost brand loyalty3
We still expect quality4
We are becoming green5
We are not as much in love with Spanish brands6
Simplicity is a challenge7
ThreatsOpportunities
Strengths Weaknesses
1 12 2
3
6
5
4
7
??
??
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