Give to Get: Choreographing the Customer Experience

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DRI - Discovery/Reinvention/Integration/

Apresentação de Phil Winters. É Strategic Advisor da Peppers & Rogers Group, empresa que conta com clientes como BMW e Hewlett-Packard, e na sua apresentação partilhou a sua visão de como os novos canais sociais e móveis são uma bênção e uma maldição, não só para marketeers, mas também para os próprios clientes. Destacou as melhores práticas e forneceu uma base para garantir que você não só poderá fornecer valor ao seus clientes, mas maravilhá-los em cada interação. Esta apresentação decorreu no dia 12 de Outubro de 2011 no Fórum Tecnológico de Lisboa, enquadrada no evento CRM Acceleration 2011, o evento dedicado ao Social CRM organizado pela DRI (www.dri.pt), Gold Partner da SugarCRM e Platinum Partner da Lithium em Portugal. Obtenha mais informações em www.eventocrm.com

Business Technologie

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 1

Customer Experience
From the Customer’s Perspective

Ad

Approach
Remember

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 2

Customer IMPACT Agenda
Treat different customer's differently

Need Possibilities Decision Approach Purchase Delivery Usage Support Remember

Ad

Touchpoints

Touchpoint
Interaction Type
Ignore Monitor Participate Activate ConTrol

Execution

Organization Processes Information Technology

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 3

Customer Decision Cycles Strategy. Execution. Results.

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 4

IMPACT ensures a Memorable Experience Strategy. Execution. Results.

Touch
Taste

Hear
Smell

See

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 5

Touchpoints and Information Exchange

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 6

Download Whitepaper „paid with“ Information Strategy. Execution. Results.

First Name Favorite Color
Last Name Shoe Size
Email Address Favorite Food
Confirm Email Address Favorite Holiday
Company Automobile
Title Partner Name
Job Function Home Owner?
Industry Income Range
Job Level Children
Revenue Debt
Address Religion
Address 2 Transaction History
Country Race
Zip Code Medical Conditions
City Hygiene/Cleanliness
State Sexual Preferences
Phone
Yes, send me information on the Yes, pass my information
latest news and Information and to Relevant Partners
from you and your partners
Subscribe to the Newsletter, our
weekly publication
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 7

We Value Personal Information Strategy. Execution. Results.

Most Least Most
Private Private Private
Personal Facts Personal Preferences

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Personal Information Value Strategy. Execution. Results.

The ability to manage what happens with your private information

Control Sell Forbid

http://online.wsj.com/article/SB10001424052748703529004576160764037920274.htm

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Reciprocity: “Give to Get “ Strategy. Execution. Results.

Latin: Reciprocus
The practice of
exchanging things
with others
for mutual benefit

“Tit for Tat“

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 10

Strategy. Execution. Results.

Information
Reciprocity

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 11

Receive

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 12

Receive
Recommendation / Market Basket Engine

Open Source: KNIME.COM
COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 13

Select

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 14

Filter

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 15

Exchange

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 16

Exchange

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 17

E-purchase

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Convert Great news! 1,709 travelers have read your reviews* Trouble viewing this e-mail? View it as a web page

Hotels | Flights | Restaurants | Vacation Rentals | Trip Ideas

September 2011
Someone's been reading your reviews
Your opinions have made a real difference. Thank you!

Your recent reviews
REVIEW TOTAL READERS* HELPFUL VOTES DATE

Hotel Alpina Luzern 639 3 November, 2010

Hilton Park Munich 602 0 November, 2010

Europa House Hotel 142 0 November, 2010

Hotel Club i Pini 107 2 June, 2011

Fenice Hotel 74 0 June, 2011

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MEMBER NAME Heidelbergredwoods BADGE LEVEL
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LOCATION Lucca TOTAL READERS* 1,709
TOTAL REVIEWS 14 TOTAL HELPFUL VOTES 8
Update your info
*"Total readers" includes everyone who has seen your TripAdvisor reviews during the past 12 months.

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Convert
From Call Centre to Crowd Sourcing….

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Swisscom: Strategy. Execution. Results.

600k Sessions per month
96% Aswered

40% TopUser
5000 entries
2500 hours

52000 Facebook Fans
Support Channel

1062 Twitter Follower
Notify Channel

Fast Response: Twitter, Facebook Youtube
Self Help: Community, Facebook Installation
Notify Channel: Twitter
Installation: Youtube

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 21

Divulge

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 22

Reciprocity: Give to Get

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 23

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 24

Touchpoint Choreography Delight Strategy. Execution. Results.

Targeted Customers
Needs
Decision Cycle
Touchpoints
Dance Choreography
Interaction Impact
Give to Get
Choreography

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 25

Give to Get
The new White Paper

Courtesy of DRI

phil.winters@CIAgenda.com

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 26

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3. Customer IMPACT Agenda Treat different customer's differently Need Possibilities Decision Approach Purchase Delivery Usage Support Remember Ad Touchpoints Touchpoint Interaction Type Ignore Monitor Participate Activate ConTrol Execution Organization Processes Information Technology COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 3

7. Download Whitepaper „paid with“ Information Strategy. Execution. Results. First Name Favorite Color Last Name Shoe Size Email Address Favorite Food Confirm Email Address Favorite Holiday Company Automobile Title Partner Name Job Function Home Owner? Industry Income Range Job Level Children Revenue Debt Address Religion Address 2 Transaction History Country Race Zip Code Medical Conditions City Hygiene/Cleanliness State Sexual Preferences Phone Yes, send me information on the Yes, pass my information latest news and Information and to Relevant Partners from you and your partners Subscribe to the Newsletter, our weekly publication COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 7

8. We Value Personal Information Strategy. Execution. Results. Most Least Most Private Private Private Personal Facts Personal Preferences COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 8

9. Personal Information Value Strategy. Execution. Results. The ability to manage what happens with your private information Control Sell Forbid http://online.wsj.com/article/SB10001424052748703529004576160764037920274.htm COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 9

10. Reciprocity: “Give to Get “ Strategy. Execution. Results. Latin: Reciprocus The practice of exchanging things with others for mutual benefit “Tit for Tat“ COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 10

19. Convert Great news! 1,709 travelers have read your reviews* Trouble viewing this e-mail? View it as a web page Hotels | Flights | Restaurants | Vacation Rentals | Trip Ideas September 2011 Someone's been reading your reviews Your opinions have made a real difference. Thank you! Your recent reviews REVIEW TOTAL READERS* HELPFUL VOTES DATE Hotel Alpina Luzern 639 3 November, 2010 Hilton Park Munich 602 0 November, 2010 Europa House Hotel 142 0 November, 2010 Hotel Club i Pini 107 2 June, 2011 Fenice Hotel 74 0 June, 2011 Hotel Zum Schiff 61 0 June, 2011 Bloomfield House 56 0 November, 2010 28 Kudos Hopping Hare 0 June, 2011 Review another place Thumbs Up MVP Your readers 40% of your readers are in 17% of your readers are in United States United Kingdom Ace Expert 10% of your readers Germany are in 33% of your readers countries are in other Ideas Etc…… About you MEMBER NAME Heidelbergredwoods BADGE LEVEL Write 7 more rev iew s to earn your next badge Contributor MEMBER SINCE January 21, 2007 LOCATION Lucca TOTAL READERS* 1,709 TOTAL REVIEWS 14 TOTAL HELPFUL VOTES 8 Update your info *"Total readers" includes everyone who has seen your TripAdvisor reviews during the past 12 months. COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 19

21. Swisscom: Strategy. Execution. Results. 600k Sessions per month 96% Aswered 40% TopUser 5000 entries 2500 hours 52000 Facebook Fans Support Channel 1062 Twitter Follower Notify Channel Fast Response: Twitter, Facebook Youtube Self Help: Community, Facebook Installation Notify Channel: Twitter Installation: Youtube COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 21

25. Touchpoint Choreography Delight Strategy. Execution. Results. Targeted Customers Needs Decision Cycle Touchpoints Dance Choreography Interaction Impact Give to Get Choreography COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 25

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