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Gestión de la Experiencia de Clientes:

evolucionando el CRM

Ana del Amo, CRM Principal Sales Consultant

Silvia Murga, CRM Principal Sales Consultant

Customer Experience Mgmt

Sesión exclusiva para Partners

23 de Febrero de 2012

Agenda

¿Experiencia Positiva?

La Experiencia del Cliente Proporcionar experiencias personales de valor

Fuente: Innovare - Sep 2010

“Cada vez que una empresa interactúa con un cliente, éste vive

una experiencia con la empresa que puede fortalecer o

debilitar la relación futura y el deseo del cliente de regresar,

gastar más y recomendar a la empresa.

Los responsables de la Gestión de la Experiencia del Cliente

identifican cada uno de estos momentos de la verdad y se

aseguran que la empresa, sus colaboradores, productos,

procesos, tecnologías y cultura estén alineados con todos

estos puntos de contacto, para satisfacer de la mejor manera

posible al cliente... sobre la base de lo que resulta más

importante y valioso para ellos”.

On average, more than three-quarters of consumers use two or

more channels to browse, research, and purchase products.1 85

percent of shoppers expect the shopping experience to be

consistent.2

Source: 1

Oracle ATG Cross-Channel Commerce: A Consumer Research Study, 2009

2

4th Annual MyBuys/e-tailing group Consumer Insights Survey

Tendecias: Cross-Channel

Store

Call Center

Web

Mobile

Tablet

Social

Research Shop Buy Pickup Service

Browse Reviews

Search

Receive Email Offer

Check With

Friends

Product-Related Call

Inspect Product

Chat

Buy Online

Write

Review

In-Store Pickup

Tweet

Like

Check Delivery Status

Call for Accessory Information

Follow-On Purchase

El viaje del cliente se ha complicado

One-third of consumers say they are unsatisfied with digital content when

researching a product or service1 .

Too often, experiences focus on what the business wants to promote rather

than customers’ needs and goals, a key point of frustration for consumers2.

Source: 1 “How Consumers Research, Buy, And Get Service,” Adele Sage, Forrester Research Inc., March 2011

2

2012 Customer Experience Trends Survey, Endeca Technologies, May 2011

Tendecias: Web

U.S. online sales are expected to rise by over $100 billion from 2010

to 2015.1 70 percent of all Internet users made at least one online

purchase.2

Source: 1

eMarketer 2011 US Retail Ecommerce Forecast

2

comScore Q2 2011 U.S. Retail E-commerce Sales Estimate, August 8, 2011

Tendecias: Web

86% of customers will stop doing business with an organization after one

bad experience. 82% of customers will tell their friends about their bad

service experience. 60% of customers will pay more for better service.

Source: Harris Interactive, 2009 Customer Experience Impact Report

Tendecias: Infidelidad

48 percent of all U.S. consumers use their mobile devices to

research and browse products and services.1 Two-third of

consumers use mobile phones for purchasing.2

Source: 1

Oracle ATG Cross-Channel Commerce: A Consumer Research Study, 2009

2

L.E.K. Consulting Consumer Study, 2011

Tendecias: Dispositivos móviles

More than half of frequent web shoppers turn to social networks

such as Facebook and Twitter at least some of the time to gather

ideas for shopping.1 28 percent of Facebook users have purchased

something online via a Facebook link.2

Source: 1

the e-tailing group, inc. Study, 2011

2

Shop.org 2011 Social Commerce study

A

a

Tendecias: Medios Sociales

Cambio fundamental del ecosistema

Channel Explosion

Diverse channels: Mobile, Social, Web, In-Store

Diverse devices: iPhone, Android, PC, Kiosk

New expectation: consistency and persistence of experience across all

Unpredictable Paths

Customer Diversity

Old marketing: set up a clear path from promotion to purchase

New marketing: consumers define terms, times, and location of journey

New expectation: personalization and relevancy on the “my” terms

Market to few: segmentation and targeting to high-value scenarios

Market to many: new customer acquisition deeper into the long-tail

New expectation: loyalty earned on adapting to all customers

Personalizar las Experiencias de los Clientes

Create a consistent, relevant, and personalized customer experience

that delivers on your brand promise

Las empresas ponen foco

Source: IDC European CRM Trends Survey, June 2010

1. Customer complexity. Customers

don’t think in terms of channels, and

they expect experiences to be

optimized for their unique point of view.

2. Technology complexity. An

ecosystem of technologies is needed to

deliver relevant and adaptive content

and promotions for every customer, in

any channel, across every context.

3. Business Control. Businesses need to

be able to influence customer behavior

regardless of where or how customers

choose to engage.

4. Rapid innovation. Solutions need to

be flexible enough to adapt to changing

market needs, influence customer

behavior across channels, and scale a

relevant, personalized experience for

every customer, every time.

Challenges

#2: Contextual Journeys

#4: Outbound Precision

#3: Engaging Self-Service

#6: Mobility / Location Services #5: Action Framework

#9: Social Networking

#7: Distinctive Clienteling

#8: Enduring Loyalty

#10: Compelling Interface #1: Smart Cross-Channel

La experiencia de cliente memorable

#2: Contextual Journeys “You understand my history, my current situation and my desired

destination. Your recommendations are helpful, astute and non-invasive”

#4: Outbound Precision “Whenever you contact me, you

respect my privacy and understand my preferences. Your messages are

relevant and timed to perfection”

#3: Engaging Self-Service “Interacting with you, to manage my account or consider a purchase, is always helpful. You never hard sell. You often surprise and delight me.

#6: Mobility / Location Services “Wherever I go, you understand and anticipate what is right for me, there and then. I take you everywhere. It’s fun and invaluable having you there”

#5: Action Framework “You deliver on your promises.

You don’t just recommend actions, you execute them, there and then, across channels. Said and done”

#9: Social Networking “I trust you. So do my friends. I enjoy being your advocate. I am glad to be part of your social network, and I am glad you are part of mine. I like you”

#7: Distinctive Clienteling “My experience in your stores is

smart, stylish and distinctive. Your staff are well-informed and use cool technology to make me feel special”

#8: Enduring Loyalty “You recognise me and reward me. I appreciate the way you treat me. You

make me feel special and you understand what makes me tick”

#10: Compelling Interface “Your brand is cool. Whatever the

channel, the experience is fresh and compelling and unmistakable. I am

proud to be your customer”

#1: Smart Cross-Channel “Your brand is consistent and

trustworthy. You never drop the ball. Whatever the channel, you are there whenever and wherever I need you”

La experiencia de cliente memorable

Customer eXperience Mgmt. Solutions

The Emergence of Customer Experience Management Solutions, Forrester Research, August 2011

Oracle CXM Solutions The Connected Customer Experience

• Best-in-Class Web Experience

Management –Comprehensive targeting, analytics, user-

generated content & end-user

personalization across online channels

–Extends with e-commerce, business

intelligence & CRM

–Optimized with a scalable ECM &

middleware infrastructure

• End-to-end Customer Experience

Management –Leverages customer information from all

systems

–Unifies commerce, merchandising,

marketing, and service across all

channels

–Provides personalized, choreographed

consumer journeys & interactions across

all channels