View
218
Download
2
Category
Preview:
Citation preview
Discover Customer
expectations
Design Compelling
interaction strategies
Deliver The experience
your brand promises
CUSTOMER INTERACTION MANAGEMENT SPECIALISTS
The Art of Customer Experience
G. Shankaran Nair
Chief Strategy Officer
Servion Global Solutions
And Why It Is Not Working As It Should In Practice
2 http://servion.com © Servion Global Solutions
The What &
Why of CX
3 http://servion.com © Servion Global Solutions
A Definition of Customer Experience
Customer experience is comprise of the cognitive, emotional, physical, sensorial, and social elements that mark the customer’s direct or indirect interaction(s) with (an)other market actor(s).
Source: De Keyser et al. (2015); see also Verhoef et al. (2009)
4 http://servion.com © Servion Global Solutions
What is the ROI of Customer Experience?
ACSI Stock: Top ten ACSI
companies
5 http://servion.com © Servion Global Solutions
Technology
disruptions in the CX
Journey
6 http://servion.com © Servion Global Solutions
7 http://servion.com © Servion Global Solutions
The new customer journey
Source: Accenture, 2015
The path to purchase
used to be linear…
Expectation
Promise
Reality
Delivery Evaluate
Discover
Consider
Purchase
Use
Dynamic Accessible Continuous
Branded content and channels
Open content and channels
Discover
Consider
Evaluate
Purchase
Use
Now, accelerated by technology, the
customer journey is…
8 http://servion.com © Servion Global Solutions
Where
we are
today –
the buzz
words
9 http://servion.com © Servion Global Solutions
CSAT is a misleading indicator of
Customer Loyalty
Source: CEB - Customer Contact Council Research
10 http://servion.com © Servion Global Solutions
Analytics activities are still focused on
revenue & cost
Source: IBM Analytics: The speed advantage, IBV, 2014
are using data and analytics
to improve customer
acquisition
are using data and analytics
to improve customer
experience
Organizational objectives for use of data and analytics
22%
31%
Customer acquisition and experience
Operational efficiency
Financial / risk management
11 http://servion.com © Servion Global Solutions
Increasingly fragmented and siloed
12 http://servion.com © Servion Global Solutions
We need to
CHANGE!
13 http://servion.com © Servion Global Solutions
Three fundamentals to change
• Internal ownership
• External ownership
• Holistic system of systems approach to designing Cx
14 http://servion.com © Servion Global Solutions
Who is the single owner here?
15 http://servion.com © Servion Global Solutions
Three fundamentals to change
• Internal ownership
• External ownership
• Holistic system of systems approach to designing Cx
16 http://servion.com © Servion Global Solutions
Search/Pre-Purchase Journey Behaviors e.g., need recognition, consideration,
search
Purchase Journey Behaviors e.g., choice, ordering,
Payment
Post-Purchase Journey Behaviors e.g., consumption, usage,
engagement, service requests
Who is the single owner here?
Total Customer Experience (t)
17 http://servion.com © Servion Global Solutions
Three fundamentals to change
• Internal ownership
• External ownership
• Holistic system of systems approach to designing Cx
18 http://servion.com © Servion Global Solutions
Servion’s CE Continuum
19 http://servion.com © Servion Global Solutions
By 2018, 80% of large organizations will architect a customer engagement hub, yet only 5% will select the correct technologies to make it work.
Strategic Planning Assumption
Source: Gartner
Discover Customer
expectations
Design Compelling
interaction strategies
Deliver The experience
your brand promises
CUSTOMER INTERACTION MANAGEMENT SPECIALISTS
Thank you shankarannair@servion.com
Recommended