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360°TOUCHPOINTMultichannel and
MarCom Mix Analytics
CUSTOMER EXPERIENCE
MANAGEMENTCustomer Centric Business Strategy
Development
MARKETING & SALES
EFFECTIVENESSM&S Service Level
Agreements Lead Generation
WHAT IS S&S DOING?Service Portfolio
OURBUSINESS
WIKIPEDIACustomer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context..
WHAT ISCUSTOMER
EXPERIENCE MANAGEMENT?
WIKI
The total value proposition provided to a customer, including the actual product, and all pre and post sales interactions with the customer (Strativity Group)
DEFINITIONCUSTOMER
EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE
The science and art of managing all interactions with customer across all touch points in order to maximize the value provided to the customer. (Strativity Group)
CUSTOMER EXPERIENCEMANAGEMENT
THE CUSTOMER JOURNEY
TOUCHPOINT
EXPERIENCE
SATISFACTION&
LOYALTY
TOUCHPOINT
EXPERIENCE
TOUCHPOINT
EXPERIENCE
CUSTOMER LIFE CYCLE STAGES
TOUCHPOINTS
AWARENESS KNOWLEDGE CONSIDERATION SELECTION BUYING SATISFACTION RETENTION & LOYALTY
INTERNET
WEBSITE
ONLINE AD
CALL CENTER
MOBILE
STORE
PARTNER
ADVERTISING
PR
SALES
SOCIAL MEDIA…
WHAT IS CEM ALL ABOUT?
CEM IS ALL ABOUT CREATINGPOSITIVE EXPERIENCES
AT EACH TOUCHPOINT ANDEXCEEDING CUSTOMER´S
EXPECTATIONS.
DIGITALTRANS-
FORMATION
NEWSELF-
CONFIDENCE
BUYINGPROCESS
THE CUSTOMER GOTTHE POWER NOW!
THE PARADIGMSHIFT
• 84% of all B2B purchases are influenced by the company´s website
• Customers would like to talk with a seller only if they are shortly before the purchase decision.
… of the customers with one single negative experience don't plan to buy this product any more, 47% expect them to get a service within 24 hours. (Study: Kelton research 2012)
MOMENTS OF TRUTH
SIGNIFICANT TOUCHPOINTSIN THE CUSTOMER JOURNEY
57%
4
SURPRISE AND ENTHUSIASM OF CUSTOMERSFrom the “NOW Brand” to the “WOW Brand”
THE TARGETS AND BENEFITS
OF CEM
INCREASE OF TURNOVERRise of the cost-effectiveness, profitability of marketing, sales and service, better products!
WHAT ARE THE PAYBACKS OF CUSTOMER
EXPERIENCE MANAGEMENT?
3
1
2 CUSTOMER RETENTION AND LOYALTYStronger customer retention and loyalty by generating emotions and confidence
CEM IS A DIFFERENTIATING FACTORPositive perception of the brand and distinction of the competition
4
The customer orientation must be established clearly in the company strategy - excellent customer experience is a business goal
5 RULES FORSUCCESSFUL
CEMOnly motivated employees who know the needs of the customersand who are given the necessary scope of action can exceed the expectations of the customers.
MAKE SURE THESE RULES HAVE BEEN
CONSIDERED BEFORE YOU START WITH CEM
3
12
The experiences of the customers are gained and evaluated systematically - customer satisfaction and customer retention are made measurable about customer feedback and KPIs are parts of the target-settings.
Important customer touch points ("Moments of Truth") are known by the company and are managed from the perspective of the customers ("Outside-In " - not "Inside-Out").
5 Customer Experience management isn't a project but a constant process which aims at the constant optimization and reinvention.
CUSTOMERCENTRICBusinessStrategy
STRATEGICELEMENTS … CEM
PROCESS
… to develop Customer Experience
Management
Don’t forget toMEASURE PROGRESS,
REDEFINE and INNOVATEEXPERIENCES
TheCUSTOMER JOURNEY
360°TOUCHPOINT
Analysis
mapping and Innovating the
relevantTOUCHPOINTS
CEM PROFITABILITY
CHANGEMANAGEMENT
CEM STAKEHOLDER
CEM COMPANYCOMMUNICATION
ANALYSIS OF THE CURRENT
SITUATION
DEVELOPINGTHE BRAND
PROMISE ANDTHE DESIREDEXPERIENCE
CEM BUSINESSSTRATEGY
DEVELOPMENTHOW TO
DEVELOP A CUSTOMERCENTRIC STRATEGY
DESIGNING THE CUSTOMER
JOURNEY MAP
CUSTOMER VOICEANALYSIS
LISTING ALLTOUCHPOINTS
PAIDOWNEDEARNED
CUSTOMER SEGMENTATION
BUYER PERSONAS
PURCHASINGPROCESSTHE CUSTOMER
JOURNEY
LEARNING TO THINK IN CUSTOMER JOURNEYS
OPTIMALMARKETING-MIX
ADVANCEDTOUCHPOINT
ANALYSIS (PARTNER: accelerom)
TOUCHPOINT EVALUATION
&RANKING
360°TOUCHPOINT
ANALYSISIDENTIFYING THE RELEVANT
TOUCHPOINTS FOR AN OPTIMALCOMMUNICATION-MIX
MOMENTS OFTRUTH
PAIN POINTS
BEST PRACTICE
INNOVATION
TOUCHPOINT MAPS
SERVICE BLUEPRINTS
CUSTOMER JOURNEY MAPSTOUCHPOINT
MAPS
MAPPING AND INNOVATINGTHE RELEVANTTOUCHPOINTS
MEASURING &REDEFINING CEM
MEASURING PROGRESSREDEFINING &
INNOVATING EXPERIENCES
♥
CEM– GOVERNANCE MODELEstablishing the CEM Council to manage all data (provided by departments, CEM reports and Customer/Employee feedback)
CEM Innovation ProcessTouchpoint Management to establish as a recurring process to generate permanent improvement
♥
♥
♥CUSTOMER / EMPLOYEE FEEDBACK METHODSCollect and manage insight customer / employee feedback systematically by surveys, focus groups, interviews, observations, complaints, correspondence and interactions
KPIs and CEM Measurement ToolsAlignment of economical KPIs with CEM performance indicators (such as loyalty & retention indicators) – aligning Experience Performance Scorecards with Employee Performance Management
Get familiar with CEM and test your individual Customer Journey and TOUCHPOINT MANAGEMENT. Pick out one important TOUCHPOINT and investigate with a group of people how you can identify MOMENTS OF TRUTH, PAIN POINTS, BEST PRACTICES and how your employees create ideas and outstanding customer experiences.
HOW CAN A PRACTICAL CEMAPPROACHLOOK LIKE?THE CEM FIT
START WITH A TEST DRIVE
… develop your individual and customized CEM strategy.
… train your management on CEM and establish the CEM ADVISORY BOARD.
… start with CEM to establish a customer centric organization.
… establish TOUCHPOINT MANAGEMENT and add TOUCHPOINT MAPPING to your management toolboxes.
ONCE YOU ARE INSPIRED BY CEM …
THANKS.FOR YOUR ATTENTION
JOIN US
Humorous icons used in this presentation: copyrights by Icotrip/ LofiRepublik ©