ALD & 4CC @ bdma dcongress 2013

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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


ALD Automotive


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

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Avalanche of good will


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• Font = calibri, 44pt, regular How will we beat the competition?


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• Font = calibri, 44pt, regular What should people remember about us?



Agenda



04 Looking forward


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



emotional customer

engagement

great customer

experiences

long-term business

value

Pay more

Buy more

Stay loyal

Forgive hiccups

Cost less

Promote you

Attention:






We are living in a material world Madonna


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• Font = calibri, 44pt, regular We are living in an experience world Lady Gaga



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



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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


http://www.ted.com/talks/lang/dut/daniel_kahneman_the_riddle_of_experience_vs_memory.html

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• Font = calibri, 44pt, regular What’s the identity of the ALD customer experience?


Strategic Positioning | CM & Jung

Crawford-Mathews

“Myth of Excellence” Dominate (D) “Customers seek your company”

Differentiate (d) “Customers prefer your company”


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


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One Ready Smile



Agenda



04 Looking forward


One-Ready-Smile vs. Communication


22

Communication guidelines


23

Communication guidelines


24


Glasbreuk


Glasbreuk


Bevestiging


Agenda

02 Looking back


04 Looking forward



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: [email protected]

• Twitter: @geert_martens

• Linkedin: http://be.linkedin.com/in/martensgeert

• Slideshare: http://www.slideshare.net/gmartens


mailto:[email protected]

http://be.linkedin.com/in/martensgeert

http://www.slideshare.net/gmartens

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


31

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ALD & 4CC @ bdma dcongress 2013