CUSTOMER EXPERIENCE MANAGEMENT

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PROSPECT JOURNEY

ADVOCATE JOURNEY STORY

🔎 📕 ♥

AWARENESS/DISCOVERY/ATTRACTION

INTERACTION/PURCHASE

USE/ADVOCACY

THE GOAL FOR THE BUSINESS To keep a highly satisfied customers.

HOW TO ACHIEVE THAT GOAL? Thru the knowledge about each customer – treat them as individuals.

WHY DO WE NEED CEM? Knowledge is nothing if organizations fail to act or react to customers needs. So Customer Experience Management comes into the play.

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BUT WHAT IS CEM? Customer Experience Management  is the sum of all experiences a customer has with a brand. This can include awareness, discovery, attraction, interaction, purchase, use and advocacy.

- Wikipedia

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BUT WHAT IS CEM? It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. - Wikipedia

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THE CEM ARCHITECTURE

CUSTOMER 👨

WEB/

COMMUNITY

MOBILE

💬 💬 SOCIAL

NETWORKS

📰 CONTACT CENTER

SHOPS

TOUCHPOINTS

CRM/ BPM

👇 👇

INFORMATION IN INFORMATION OUT

CORE BUSINESS APPS 📊 BUSINESS INTELLIGENCE

◎ MARKETING AUTOMATION

REAL TIME

KNOWLEDGE MNG

⏲ ℹ

FOUNDATION 🔗 API’S

ERP

BILLING

ETL/MIDDLEWARE

DQ

MDM

INNOVATIONS

DIFFERENTIATORS

CONSISTENCY 🔒

💡

DIGITAL HUMAN

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STARTING WITH LITTLE STEPS … The Customer Experience is related to Strategy, Processes and Technology. But in order to give a perspective of the alignment with technology, we present the necessary steps to CEM.

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STARTING WITH AWARENESS The first step in the relationship with customers is “Brand Awareness”.

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STARTING WITH AWARENESS It’s very important that the customer remembers the brand, as part of the choices to evaluate.

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DIGITAL CHANNELS

🔎

TRADICIONAL MEDIA HUMAN

📹 👨

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THE PROCESS OF DISCOVERING The presence in the digital channels is a must, since second phase of CEM is discovery and currently the majority of the process (90%) is made on digital channels.

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WEB/

COMMUNITY

MOBILE

💬 💬SOCIAL

NETWORKS

DIGITAL

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THE PROCESS OF DISCOVERING To enable the visibility in the Digital Channels, a good strategy of SEO must be in place. SEO will help the brand to be visible in Google.

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THE PROCESS OF DISCOVERING The presence in Facebook or other Social Networks is a fact, but don’t forget that all the information, is only visible, from inside the network, so brands will need to …

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THE PROCESS OF DISCOVERING The existence of a Brand community will allow to engage and to know more about each customer and treat them as individuals.

2

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THE PROCESS OF DISCOVERING Use Social Networks to communicate and engage with customers, but link the information back to your Brand Community.

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SEO (GOOGLE)

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BRAND COMMUNITY

SOCIAL NETWORKS

♥ 👨

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ATTRACTING CUSTOMERS One of the key areas to attract customers, is linked with the information that is available on the media and touch points with them.

3

WEB/

COMMUNITY

MOBILE

💬 💬 SOCIAL

NETWORKS

📰 CONTACT CENTER

SHOPS

TOUCHPOINTS

DIGITAL HUMAN

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INTERACTING CUSTOMERS On each interaction with our customers, you should treat them as special ones and that you have all the information, to personalize the contact.

4

WEB/

COMMUNITY

MOBILE

💬 💬 SOCIAL

NETWORKS

📰 CONTACT CENTER

SHOPS

TOUCHPOINTS

DIGITAL HUMAN

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INTERACTING CUSTOMERS So be present on the places where your audience is! Digital presence (forums, blogs, social media, brand community), shops and contact center, but also keep in mind …

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WORD OF MOUTH

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INTERACTING CUSTOMERS Word Of Mouth is part of the cycle of customer experience – Advocacy. So the cycle is a closed loop, so treat well your customers!

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INTERACTING CUSTOMERS Its also very important to know the needs of each customer, to personalize the offer. - Individualize

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THE PURCHASE One of the most important stages of the Customer Experience – Purchase Align very well purchase process, so that the experience is good.

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THE PURCHASE Along the way, collect all the information about your customer, to know more about them and also to recommend the best offer.

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THE PRODUCT/SERVICES USE After the purchase and with the usage of the products and services, its very important to keep up with each customer.

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CUSTOMER ADVOCACY All the steps of the experience that the customer had, will increase is level of recommendations to friends and family.

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CUSTOMER EXPERIENCE STEPS

1 2 3 4 5 6 7  INFORMATION  

PERSONALIZATION  CONTEXT  

STEPS

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CUSTOMER EXPERIENCE

CUSTOMER 👨

WEB/

COMMUNITY

MOBILE

💬 💬 SOCIAL

NETWORKS

📰 CONTACT CENTER

SHOPS

CRM/ BPM

DIGITAL HUMAN

◎ MARKETING

AUTOMATION

📊 BUSINESS

INTELLIGENCE

REAL TIME ⏲

👇 COLLECT

INFORMATION

👇 CONTEXTUALIZED

OFFER/PERSONALIZATION

CUSTOMER PROFILING

👤

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SOCIAL MEDIA INFORMATION

CRM/ BPM

📊 BUSINESS

INTELLIGENCE

SOCIAL PROFILING

FACEBOOK LOGIN

CUSTOMER ID

WEB/

COMMUNITY

💬SOCIAL

NETWORKS

USER AUTORIZATION

INFORMATION FEED

CUSTOMER SENTIMENT

& TAGS

💬

SOCIAL ENGAGE

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SOCIAL MEDIA INTERACTION

⏲REAL TIME

📊 BUSINESS

INTELLIGENCE

WEB/

COMMUNITY

💬 💬SOCIAL

NETWORKS

CUSTOMER PROFILLING

INFORMATION FEED

◎ MARKETING

AUTOMATION

OFFER 🍟

OFFER 🍟

ç INFORMATION PUSH FEEDBACK è

INFORMATION FEED

SOCIAL ENGAGE

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WEB/COMMUNITY INFORMATION

CRM/ BPM

📊 BUSINESS

INTELLIGENCE

USER EXPERIENCE

CUSTOMER ID

WEB/

COMMUNITY

👀 CONTENT

INFORMATION FEED

CUSTOMER & TAGS

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WEB/COMMUNITY INTERACTION

⏲REAL TIME

📊 BUSINESS

INTELLIGENCE

WEB/

COMMUNITY

INFORMATION FEED

CUSTOMER PROFILLING

USER EXPERIENCE

◎ MARKETING

AUTOMATION

PERSONALIZATION ✋

OFFER 🍟

ç INFORMATION PUSH FEEDBACK è

👀 CONTENT

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MOBILE APPS INFORMATION

CRM/ BPM

📊 BUSINESS

INTELLIGENCE

USER EXPERIENCE

CUSTOMER ID

MOBILE

INFORMATION FEED

CUSTOMER & TAGS

👀 CONTENT

⏲REAL TIME

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MOBILE APPS INFORMATION

📊 BUSINESS

INTELLIGENCE

USER EXPERIENCE

MOBILE

INFORMATION FEED

👀 CONTENT

📊 BUSINESS

INTELLIGENCE

CUSTOMER PROFILLING

◎ MARKETING

AUTOMATION

PERSONALIZATION ✋

OFFER 🍟

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SHOPS INFORMATION

CRM/ BPM

📊 BUSINESS

INTELLIGENCE

INTERACTION PROFILING

CUSTOMER ID

SHOPS

ERP

SALES INFORMATION

CUSTOMER SALES

⏲REAL TIME

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SHOPS INFORMATION

📊 BUSINESS

INTELLIGENCE

INTERACTION PROFILLING

SALES INFORMATION

📊 BUSINESS

INTELLIGENCE

CUSTOMER PROFILLING

◎ MARKETING

AUTOMATION

OFFER 🍟 SHOPS

ERP

OFFER 🍟

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CONTAC CENTER INFORMATION

CRM/ BPM

📊 BUSINESS

INTELLIGENCE

TEXT ANALYTICS

✉ EMAIL/ MAIL

📞 VOICE/

IVR

SPEECH ANALYTICS

INTERACTIONS PROFILLING

⏲REAL TIME

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CONTACT CENTER INFORMATION

📊 BUSINESS

INTELLIGENCE

TEXT MINING

CUSTOMER VOICE

📊 BUSINESS

INTELLIGENCE

CUSTOMER PROFILLING

◎ MARKETING

AUTOMATION

OFFER 🍟

OFFER 🍟

✉ EMAIL/ MAIL

📞 VOICE/

IVR

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THE SUM OF ALL THE EXPERIENCE

CUSTOMER 👨

WEB/

COMMUNITY

MOBILE

💬 💬 SOCIAL

NETWORKS

📰 CONTACT CENTER

SHOPS

DIGITAL HUMAN

“To truly understand our customers, we must see the world through their eyes.”

☏ ⌂ 👨TRANSACTIONS   INTERACTIONS   DEMOGRAPHICS   LIFE STYLE  

THANK YOU! Jorge Teixeira da Silva (jorge.teixeira.silva@dri.pt).