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Presentation by ALD Automotive and 4C Consulting at the 2013 bdma dcongress
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Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
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• Font = calibri, 44pt, regular
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
01 Context & Objectives
Agenda
02 The Age of the Customer
03 Communication Guidelines
04 Looking forward
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
ALD Automotive
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Market leader in Fleet Management & Operational Leasing
Subsidiary of
Third largest leasing company worldwide
4.200 employees in 37 countries
Managing 1 million vehicles
67 000 vehicles
230 employees
3
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular
Avalanche of good will
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular How will we beat the competition?
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular What should people remember about us?
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
01 Context & Objectives
Agenda
02 The Age of the Customer
03 Communication Guidelines
04 Looking forward
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Age of Manufacturing
Mass manufacturing makes individual power houses successful
Age of Distribution
Global connections and transportation systems make distribution key
Age of Information
Connected PCs and supply chains mean those who control the information flow dominate
Age of the Customer
Power comes from engaging on an emotional level with empowered customers
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
emotional customer
engagement
great customer
experiences
long-term business
value
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promote you
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular
We are living in a material world Madonna
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular We are living in an experience world Lady Gaga
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
emotional customer
engagement
great customer
experiences
long-term business
value
Deliberate
Consistent
Emotional
Emotions color how an experience
will be remembered Donald A. Norman
Reason leads to conclusions Emotion leads to action Donald B. Calne
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
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Duration (minutes) http://www.ted.com/talks/lang/dut/daniel_kahneman_the_riddle_of_experience_vs_memory.html
Pain
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Colonoscopy procedure on two groups of patients
Group A
Group B
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Attention:
• Preferably use 4CC library “full page” images
• If not: make sure that image resolution is sufficiently high! No blurry pictures
• Text bar should be moved for optimal position in picture
• Text color is white or black in function of contrast needs
• Font = calibri, 44pt, regular What’s the identity of the ALD customer experience?
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Strategic Positioning | CM & Jung
Crawford-Mathews
“Myth of Excellence” Dominate (D) “Customers seek your company”
Differentiate (d) “Customers prefer your company”
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Freedom
Order
Ego
Social
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Experience Identity | Framework
We want to make
our customers feel
We avoid that
our customers feel
If our customers
describe us, they say
we are
We always
try to
Positive emotions Negative emotions
Traits Behaviour
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
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One Ready Smile
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
01 Context & Objectives
Agenda
02 The Age of the Customer
03 Communication Guidelines
04 Looking forward
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One-Ready-Smile vs. Communication
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
22
Communication guidelines
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
23
Communication guidelines
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
24
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Glasbreuk
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Glasbreuk
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Bevestiging
01 The Age of the Customer
Agenda
02 Looking back
03 Communication Guidelines
04 Looking forward
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
emotional customer
engagement
long-term business
value
Book us for experience inspiration:
• Conference speaking
• Inspiration workshops
Hire us for experience transformation:
• Experience vision
• Experience identity design
• Emotional Signature
• Journey design
• Moments of Truth transformation
• Cultural Change
• XpM training & coaching
• Organisational Alignment
Geert Martens, Partner Strategy, Customer Experience & Cross-Channel
• Mobile: +32 477 365 166
• Email: geert.martens@4cconsulting.com
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeert
• Slideshare: http://www.slideshare.net/gmartens
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Marketing Excellence
Customer Experience Management
Customer Insight Management
Experience Identity | Customer Journeys | Moments of Truth | Cross-channel | Unique Customer View | CRM Roadmap | Cultural Change
About 4C Consulting | Our service portfolio
Sales Excellence Service Excellence
• Marketing Maturity Assessment
• Campaign Management & Automation
• Campaign Management Outsourcing
• Marketing Resource Management
• SFA Management & Automation
• Sales Portfolio Management
• Sales Middle Office
• Training & Coaching
• Customer Service Automation
• Self Service Strategy & Management
• Complaints Handling
Intelligent reporting | Data Quality | Data Integration | Advanced Analytics
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
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4C Consulting | Our Customers
One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
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