We're no longer living in material world, we're living in an experience world. It's no longer Madonna, it's Lady Gaga who rules the world. What is the impact of the digital age on the way consumers take decisions? And how can you impact this from a business perspective? The answer: great customer experiences

1. Customer Experience in a digital age
Geert Martens, practice leader 4C Consulting
p g
geert.martens@4Cconsulting.com @geert_martens http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert

2. May 2011
2B
2 Billion Internet users
255M
255 Million websites
294B
294 Billion emails sent every day
600M
600 Million people on Facebook
5.3B
5 3B
5.3 Billion people with mobile devices
300M
300 Million people on Twitter
17B
17 Billion sms every day
2‐3Y
Within 3 to 5 years Mobile more popular
3 to 5 years, Mobile more popular
2B
2 Billion videos per day
2 Billion videos per day
than PC to get on the Web watched on Youtube
Source: State of the Internet 2010, http://mobithinking.com & http://twopcharts.com

3. Source: @@dadovanpeteghem

4. 5% of total media spend
p
in Belgium is online vs.
6% of all 38% of Belgian
41% TV, 33% print &
conversations are consumers have made
13% radio & 7% outdoor
online, 14% by an online purchase in
phone & 80% F2F 2010
5
38
7
6
41
14
13
80
33
It’s not all online today! 62
Source: The Conversation Manager ‐ Steven Van Belleghem, OMD Belgium ‐ Investissements publicitaires mars 2011 via @theafter, google.com via xprnc.be

5. Multitude of
Multitude of
customer
touchpoints
Increased
transparancy
Powershift
from
Enhanced
advertiser to
advertiser to
community
consumer Information spirit
overload
Experience Authenticity
driven
economy

6. What does this mean for the business professional?

7. Decision journey | Traditional funnel
j y |
7
McKinsey Quarterly: The consumer decision journey – June 2009

8. Decision journey | Actual journey
j y | j y
trigger
8
Source: McKinsey Quarterly: The consumer decision journey – June 2009

9. Decision journey | Impact of CeX & digital
j y | p g
Information scanning
through information overload Recommendations
Point-of-sale signage
Enhance speed of evaluation
Peer reviews SEO Enhance speed of
SMA decision taking
SEA
Change th rules:
Ch the l
Own experiences
& recommendations
trigger
SMA
Peer reviews
Communities
Interact with your customers
in search of emotional engagement
9
Source: xprnc.be

10. Fundamental value‐drivers
in the digital world:
h d l ld
y
authenticity
borne out of experience
p
and content.

11. We’re no longer
living in a material
living in a material world

12. We’re living
in an
in an experience world

13. What is
customer experience

14. A customer experience is
em j
jou orga
g
otio rn nizati
ns ey on
How you feel a journey of with and about
and remember interactions an organization

15. What is a GREAT
customer experience

16. Great customer experience is
G t t i i
g
NOT about doing whatever it takes
to “wow” customers

17. Great customer experience is
NOT about
O b
delighting all your customers, all the time
delighting all your customers, all the time

18. A great
A great customer experience isis
deliberate, valued
& consistent across touch points and lifecycle
& consistent across touch points and lifecycle

19. •Emotional drivers
mapped Deliberate
•Customer Valued
experience defined
Emotionally
Great Customer
Experiences engaged
customers
•Customer Journey
mapped Consistent
•Moments of truth
M t f t th across
designed touchpoints
•Touchpoint & lifecycle
requirements defined
q

20. You can’t stop the waves,
but you can learn how to surf
b l h f
Jon Kabat‐Zinn

21. Customer Experience Service Portfolio 2011
p
The Principles of
Customer Experience
The Power of Customer
Experience
Customer Experience
St t
Statement
t
Naïve‐to‐Natural Define Moments of Truth
Maturity Assessment Transformation
Emotional
Emotional Signature
Segmentation
Customer Experience Assess & Experience‐driven
Process Audit
Process Audit Realize Complaints handling
Complaints handling
Measure
CE Performance Experience‐enhanced
Management Churn prevention
Experience‐driven
E i di
Segment Planning
CE training & coaching
21

22. geert.martens@4Cconsulting.com @geert_martens
www.4cconsulting.com
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert