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A 20:20 Vision for CXMark Hillary – Carnaby - @markhillary
Engage Customer Summit - November 2015
Looking Ahead
• Just look back to 2010 to see how much can change in just 5 years
• Arthur C Clarke: “Any sufficiently advanced technology is indistinguishable from magic.”
• Virtual Reality• Augmented Reality• Wearables• Internet of Things• Automation / Robots• Location Awareness
Magic Driven by Technology
Hierarchy of change • What is specifically changing or requires
focus in CX now?• How are organizations / enterprises
changing?• How is society/customer changing?
A Changing World
• How the customer journey is changing • Voice remains important• Omnichannel
Changing CX
• World turned upside-down from channels defined by brands to customer demand
• Customer expectation is of communication at many different stages in the journey and on many channels
• Traditional journey was discover a product, take a look, buy, engage afterwards
• Now we have social engagement, online ads, price comparison, reviews, blogs, videos… a customer going to buy a TV knows the spec, price, and competitor prices before ever walking into a store
The Customer Journey
• The downfall of voice has been long predicted, but it is a secure channel, it allows problems to be resolved when a call is concluded
• Therefore it will remain an important part of the mix, but it should be easier to access – click to call for example
• Look at this Teleperformance (US) data for example…
Voice
8
CHANNELS PROVIDED BY COMPANIES & CONSUMER PREFERENCE | USA 2015
And in our analysis, companies offer the following channels…
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VID
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Source: WW Multichannel CX Survey (2015), Teleperformance CX Labs
We asked the customer “if you could choose, which ...”)
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ERRE
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PRO
VID
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EFER
RED
CHANNELS PROVIDED BY COMPANIES & CONSUMER PREFERENCE | USA 2015
10
CHANNELS PROVIDED BY COMPANIES & CONSUMER PREFERENCE | USA 2015
PRO
VID
EDPR
EFER
RED
• Driven originally by customer demand for multichannel service – customers will not accept that brands can receive communication on different channels, but they are not connected
• Now seen as a way to create extra value from customers … Walmart customers spend $1,400 a year in stores, $200 online, but multichannel customers spend $2,500
• No longer just about survival, a great omnichannel strategy can now change the game – look at L’Oreal for a great example
Omnichannel
• Forget revenue, profit, or cost reduction, the #1 executive focus is now the customer experience
• Look at FinTech taking on the banks – apps entirely focused on making customers love the service
• Ideally brands want to turn customers into fans – building relationships that last
• Requires the creation of a Customer Experience Hub. Need to consider every touch point between customers and your brand and coordinate together. Marketing and Customer service are no longer separate functions
Changing Organisations
• World’s largest taxi company owns no taxis (Uber)• Largest accommodation company owns no hotels
(Airbnb)• Largest phone comms companies own no telco
infrastructure (Whatsapp and Skype)• Largest retailer has no inventory (Alibaba)• Largest media owner creates no media (Facebook)• Largest movie provider owns no cinemas (Netflix)• Largest software vendors don’t write software (Apple
and Google)
Changing Organisations
In addition to CX and company structures, think for a moment how society itself has changed recently:• How we source and curate news• How we find a new partner• How we transfer money or seek loans• How we engage politically• How we get educated• How we find a new job
In just the past decade, almost every human interaction has been changed in some way…
Changing Society
If you work in CX…• You have a secure future• The customer relationship is becoming the
key priority for most companies• Your importance to the executive team is
becoming more important than ever• It’s easier to cross into many different areas
of the business with CX being valued
Summary – the good
• Change is faster than ever• Failure is not an option• Customers are in charge, not 3-year-plans from
the boardroom• You need internal flexibility and better
relationships with suppliers, not traditional multi-year outsourced deals with fixed KPIs
• It’s exciting, but the CX team have their feet over the fire now – make or break time
Summary – the bad
Summary - takeaways
Focus on these three key areas:• How are your customers changing? Are they
communicating differently? Be open to new behaviour and engage with them.
• How can your company change to pull together all customer interactions into one coordinated team? Your own Customer Engagement Hub.
• Create short-term goals based on how we know CX is immediately changing… omnichannel, channel shift, customer journey
