marianne kay: improving customer experiences that matter

Improving Customer Experiences That Matter

Marianne Kay Analyst, Digital Clarity Group JBoye 2015 - Aarhus, Denmark

About Digital Clarity Group

Weworkwith:!  Digitalleaders

(enterprisetechnologyadopters)

!  Technologyvendors(so6warecompanies)

!  Serviceproviders(digitalagenciesandsystemintegrators)

Weoffer:!  Consultancy

(strategicadvice,technology&agencyselec>ons)

!  Research(interviews,surveys,directobserva>ons)

!  ThoughtLeadership(industryevents,conferences,webinars,workshops)

DigitalClarityGrouphelpsbusinessleadersnavigatethedigitaltransforma>onandturndigitaldisrup>onintocompe>>veadvantage.

Agenda !  Changing landscape of consumer expectations !  Strategic inflections !  Customer Experience Management !  Understanding your customer !  Customer Journey Mapping

@marianne_ua|@just_clarity|#JBoye15

Customer experience is... !  Key business differentiator !  Highly individual !  Not always about technology


“A customer’s holistic perception of a company and its offerings based on the customer’s interactions with the company…”

Customer experience is...


7

You can’t buy that

June 28, 2007

@marianne_ua|@just_clarity|#JBoye15 8

In 5 years or less . . .

!  100,000,000 iPads (2.5 yrs., pre mini) !  1,000,000,000 facebook users !  2,000,000,000 smart phones by 2016 !  102,000,000,000 apps downloaded 2013 !  16 years of Angry Birds every hour !  Blackberry and Nokia flailing !  Apple and Google respected IT suppliers



2020

Can you imagine??

Ubiquitous access to knowledge


Their megaphone is massive

Grove’s strategic inflection point

Source:BasedonAndyGrove,OnlytheParanoidSurvive,1996

Business success

STATUS QUO

Business failure

Grove says that strategic inflections can come from anywhere: “new technologies, new competition, new regulations, new customer values and habits,” etc. – anything that has a significant impact on the business itself or the industry as a whole.


CEM is today’s “fundamental” SI

Businesssuccess

STATUSQUOBusinessfailure

Impact:Failuretoprovidesuperiorcustomerexperiencesleadstoirrelevanceandbusinessdecline


The “dissonance gap”

STATUS

QUO

Marks the divergence between “business as usual” and what you should be doing to accommodate and leverage the new paradigm.


Only1%

feeltheirexpecta>onsforgoodcustomerservicearealwaysmet

Source:HaarisInterac>vesurveyofNorthAmericanconsumers,2011.CommissionedbyRightNow.

Say they have switched business to a competitor due to poor customer experience


Say they will pay a premium for great customer experience


Source:Okeeffe&Companysurveyof1,342seniorexecu>ves,2012.CommissionedbyOracle.

Global executives say the cost of not providing “positive, consistent, and

brand relevant experiences” is 20% of total revenue

How much is at stake?

$5,900,000,000,000 ($5.9 trillion)

25Source:Accenture,2013GlobalConsumerPulseResearch.Photo:hbp://www.t-na>on.com/free_online_ar>cle/most_recent/train_like_a_man_5_the_real_paleo_exercise

CEM: making it happen

“It’s about rethinking the business with the consumer at the center and then aligning technology, analytics and organizational investments to support it.”

StefanOlander,VPofDigitalSport,Nike


What do consumers think of us?


Twitter trumps condiments

28Source:hbp://www.newmediaandmarke>ng.com/brands-have-to-master-complaint-management/customer-complaints-561

Mental reconnaisance

!  super-objective !  subtext !  objectives !  counter-objectives !  stakes

Exercise !  Describe the experience your company

currently delivers in relation to one product or service and for one chosen customer segment (such as a student, a parent, an existing customer).


Exercise Describe the same experience from the customer point of view. Create a customer journey map. Indicate: !  moments of truth !  key points of influence !  pain points


Customer Journey Map


COPE = Create Once Publish Everywhere

Content

Web

Print

Social

App

RSS

Video

ThankstoDeaneBarker.See:hbp://www.slideshare.net/blendinterac>ve/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere

DeaneBarker,BlendInterac>ve

KarenMcGrane,karenmcgrane.com

CEM is COPE-IER = COPE for segments, in journey stages

Content

Social

Video

Print

Web

App

RSS

See:hbp://www.slideshare.net/blendinterac>ve/copeing-mechanism-the-peril-and-promise-of-create-once-publish-everywhere

A

B

C

D

B

C

B

C

35

Personalization often turns into Phase 2 that never comes

Summary

!  Customer journeys are building blocks of CEM !  Customer journey should include:

–  Customer’s perspective –  Research (not assumptions) –  Customer goals –  Emotions –  Touch points –  Moments of truth


Analyst at Digital Clarity Group

!  [email protected]

!  https://uk.linkedin.com/in/mariannekay

!  @marianne_ua

Marianne Kay

marianne kay: improving customer experiences that matter

Data & Analytics