the customer journey, ashley friedlein keynote presentation, ppa customer direct, nov 2016
TRANSCRIPT
![Page 1: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/1.jpg)
Copyright © Econsultancy
The Customer Journey
Ashley FriedleinPresident, Centaur Marketing & Founder, Econsultancy@AshleyFriedlein
PPA Customer Direct Conference, Nov 2016Jumeirah Carlton Tower Hotel
![Page 2: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/2.jpg)
2
The Customer Journey
1. Why this obsession with the ‘customer journey’?
2. What are the challenges?3. What are the internal implications?4. What’s the future?
![Page 3: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/3.jpg)
1. WHY THIS OBSESSION WITH THE ‘CUSTOMER JOURNEY'
3
![Page 4: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/4.jpg)
4
Three reasons
1. Digital transformation = customer-centricity2. Customer experience = competitive advantage3. Business model shift from content to commerce
![Page 5: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/5.jpg)
5
Digital Transformation• The journey towards being a
digital organisation• “Digital” means:
– Focusing on the customer experience irrespective of channel
– Having a digital culture
![Page 6: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/6.jpg)
6
The 7 defining characteristics of a digital culture
1. Customer-centric2. Data-driven3. Makers & Doers4. Transparent5. Collaborative6. Learning7. Agile
![Page 7: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/7.jpg)
“I will focus on … the convergence and integration of our retail and e-commerce, digital, card and mobile assets around the world … develop "next-generation retailing"
Competing on customer experience
![Page 8: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/8.jpg)
![Page 9: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/9.jpg)
9
From content to commerce
• The decay of ad-funded models for most media businesses (unless you have massive scale)
• The rise of subscription services – from content (Spotify, Netflix etc) to service (e.g. Amazon Prime) to goods (e.g. Dollar Shave Club)
• More focus on actual individual customers (CRM not just content), metrics like conversion rates, yield, CAC/LTV become more important than volume
![Page 10: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/10.jpg)
2. WHAT ARE THE CHALLENGES?
10
![Page 11: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/11.jpg)
11
We’re beginners at this…
![Page 12: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/12.jpg)
12
Organisational and tech challenges
![Page 13: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/13.jpg)
13
Who is in charge of customer experience / customer journey?
Only 1 in 10 of the participants in our survey said that their organization is currently structured to deliver a seamless customer experience across all customer touchpoints.
![Page 14: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/14.jpg)
3. WHAT ARE THE INTERNAL IMPLICATIONS?
14
![Page 15: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/15.jpg)
15
![Page 16: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/16.jpg)
16
“Organizations are structured around control mechanisms and reporting, not around capabilities and outcomes."“Organizing Marketing in the Digital Age”, Econsultancy, 2015
![Page 17: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/17.jpg)
17
How to organise?
![Page 18: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/18.jpg)
18
The rise of the Chief Customer Officer (CCO)
Source: The CCO Council 2014 CCO Study
![Page 19: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/19.jpg)
19
Katie VanneckChief Customer Officer and Global Managing DirectorDow Jones
Robert BridgeChief Customer OfficerTelegraph Media Group
Chris DuncanChief Customer OfficerNews UK
![Page 20: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/20.jpg)
20
What I learned about CCOs• Strategic driver = competitive advantage through customer-centricity
and integrated channels • Big teams and P&L responsibility• CCO combines CDO and CMO roles (more likely to be an internal
appointment than a CDO)• CCOs have significant, if not complete, control of technology, data,
digital, insight, innovation. In some cases customer service and, depending on company size, all the physical (store, branch, call centre etc) operations.
• CCOs next job? CEO.
![Page 21: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/21.jpg)
House of Fraser
• CCO with digital and multichannel background
• Head of “Find it”• Head of “Research it”• Head of “Buy it”
![Page 22: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/22.jpg)
22
http://www.slideshare.net/MarTechConf/marketing-ops-is-a-philosophy-not-a-department-by-justin-dunham
![Page 23: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/23.jpg)
23https://econsultancy.com/blog/66223-with-a-blank-sheet-what-organisational-structure-would-you-choose-for-marketing-and-digital/
![Page 24: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/24.jpg)
24
Culture• Importance of “Design
thinking” being in the DNA of the business
• How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business
![Page 25: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/25.jpg)
4. WHAT’S THE FUTURE?
25
![Page 26: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/26.jpg)
26
We’ve only just begun
• Video – vertical, immersive, shoppable etc
• Messaging - chat, bots etc.
![Page 27: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/27.jpg)
27
Voice as an interface – e.g. Alexa, Echo
![Page 28: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/28.jpg)
28
Mobile both as ‘glue’ (binding physical/digital) and ‘lubricant’ (easing your path along the customer journey)
Google Now Google Nearby
![Page 29: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/29.jpg)
29
![Page 30: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/30.jpg)
30
The future of customer experience
1. Join up data and systems, then…2. Deliver experiences that are consistent, synced
and responsive across devices/channels, then…3. Make them personalised, proactive, contextual,
realtime, smart
“The era of living services”Mark Curtis, Founder, FJORD
![Page 31: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/31.jpg)
31
Who to learn from if you’re in subs/media?
• SaaS (Software as a Service) businesses:– Product obsession inc. UI skills– Data / metrics savvy– Growth marketing/hacking– All about CAC and LTV– Marketing automation– Beyond content/data… tools, workflow, productivity
![Page 32: The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Direct, Nov 2016](https://reader036.vdocuments.us/reader036/viewer/2022081604/587a625b1a28ab8a2a8b4769/html5/thumbnails/32.jpg)
THANK YOU
32