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Experiencing the Future
GERARD O’NEILL/AMÁRACH RESEARCHMAY 2016
HOW CUSTOMER EXPERIENCE WILL UNLOCK FUTURE OPPORTUNITIES
Amárach’s CX Focus
2
CustomerX
measurements that matter
experiences that matter
drivers of growthgrowing your tribe
Customer Experience is broken
CX Stagnation
4
16 17 1614
13 1311
10 1113 12 11 11 11 12 12 12
-11-9 -10 -11
-14-16 -16 -16 -15 -15 -14
-15 -15 -15-13
-15 -15
-20 -20 -20 -21 -21 -20 -20 -21 -22-19
-18-16 -16 -16
-14 -14-16
-21 -21 -21 -22 -22 -21 -21-19
-18
-14-16 -16 -16 -16 -17 -18
-20
-33
-29 -28 -28 -27-25 -25
-26-25
-23 -22-24 -25 -25 -25 -26
-28-26
-22-20
-26
-30 -31-29 -29 -29
-26-24
-26 -25-27
-25-27
-29
-40
-30
-20
-10
0
10
20
Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16
Sector Average NPS3 Month Moving Average from Amárach’s PlanR database service
NPS Supermarkets NPS Mobile Networks NPS Petrol Stations NPS Car Insurers NPS Banks NPS Electricity Suppliers
Value Stagnation
5
5758
5556
5759
5856
54
59
5657
56
60
55
5856
5556
58
47
5654
52
49
54 5453
5654
5051
5453
5149 49
7169
70 70 7072
69 6968
74
7068
69
7270
7271
74
6867
64
6766
65
61
65
6866
67
70
61
6466
63
53 5351
40
45
50
55
60
65
70
75
80
Ap
r-1
3
May
-13
Jun
-13
Jul-
13
Au
g-13
Sep
-13
Oct
-13
No
v-13
Dec
-13
Jan
-14
Feb
-14
Mar
-14
Ap
r-1
4
May
-14
Jun
-14
Jul-
14
Au
g-14
Sep
-14
Oct
-14
No
v-14
Dec
-14
Jan
-15
Feb
-15
Mar
-15
Ap
r-1
5
May
-15
Jun
-15
Jul-
15
Au
g-15
Sep
-15
Oct
-15
No
v-15
Dec
-15
Jan
-16
Feb
-16
Mar
-16
Ap
r-1
6
Price Drivers
% always buy lowest price % switch for lower price
6
DEBT DEFLATION DEMOGRAPHY DOUBT DISRUPTION
CX is broken
7
It’s getting harder to move the needle…
Consumers are more ‘contrary’ than ever…
It’s getting harder to make a profit…
…it’s going to be harder to grow in future...
...but better Customer Experience can deliver.
Every experience is emotional
Emotional Recovery
9
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Ap
r '0
9
May
Ju
n
Ju
l
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
0
Feb
Mar
Ap
r
May
Ju
ne
Ju
ly
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
1
Feb
Mar
Ap
r
May
Ju
ne
Ju
ly
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
2
Feb
Mar
Ap
r
May
Ju
ne
Ju
ly
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
3
Feb
Mar
Ap
r
May
Ju
ne
Ju
ly
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
4
Feb
Mar
Ap
r
May
Ju
ne
Ju
ly
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
5
Feb
Mar
Ap
r
May
Ju
ne
Ju
ly
Au
g
Se
pt
Oct
Nov
Dec
Ja
n'1
6
Feb
Mar
Ap
r
Enjoyment Happiness Stress Worry
A Day in the Life – I
1010
A Day in the Life – II
1111
The Emotional Journey
12
Emotional RoX
13
Average NPS
NPS x1.5
if in the morning
NPS x2.0
if talked to staff
NPS x3.0
if high affect score
during day
CX is emotional
14
Emotions last long after the experience…
Managing expectations as important as CX…
Map the emotional drivers and act on them…
Consumers are moving away from a focus mainly on price and value...
...to a focus on value and feelings.
Customer Experience is tribal
CX Tribes
16
18
1
-3 -6
6
-11-21
-37 -33
-18
Boots Tesco Dunnes Topaz Applegreen
Net Promoter Score
Member of Loyalty Programme Not a Member of Loyalty Programme
Focus on Creating Surplus Value
17
Make your staff tribal leaders
18
CX needs to be tribal
19
What tribe do your customers belong to?
What will drive passion and belonging?(Big clue: your people)
Connect your communications, sponsorship, loyalty and CX strategies together around your tribe…
...what is NPS if not a measure of tribal belonging, and a wish for others to belong too?
Customer Experience drives growth
From CX to NPS to EBITA
21
Source: KPMG Nunwood
Experience Matters
22
To explore how Amárach’s CustomerX services can help your customer experience strategy deliver:
- growth- market share- profit
contact Gerard O’Neill for a confidential review at:
01 410 5200
Thank YouAMÁRACH11 KINGSWOOD BUSINESS CENTREDUBLIN D24 KT63
T. 014105200W. AMARACH.COME. [email protected]
