Key note speech for the data-driven marketing congress by Stima (#ddmc2012) How to win in the age of the customer? What is customer engagement and how do I get to the heart of my customer? It's all about emotions. Emotions will determine what you do and emotions will determine how you remember things. Unlock the power of emotions by delivering great customer experiences.

1. Customer Experience in a Digital Age
@geert_martens, competence leader customer experience, 4C Consulting
Brussels, 24th May 2012
Prepared for #DDMC2012

2. @geert_martens
4C Consulting | Service portfolio
g | p
C t
Customer E
Experience M
i t
Management
Naïve‐to‐Natural | Emotional Signature | Moments of Truth | Multi‐channel Strategy | Unique Customer View | CRM Roadmap
Marketing Excellence Sales Excellence Service Excellence
• Marketing Maturity Assessment • SFA Management & Automation • Customer Service Automation
• Campaign Management & Automation • Sales Portfolio Management • Self Service Strategy & Management
• Campaign Management Outsourcing
p g g g • Sales Middle Office • Complaints Handling
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• Marketing Resource Management • Training & Coaching
Customer Insight Management
Intelligent reporting | Data Quality | Data Integration | Advanced Analytics
2

3. Book us for customer experience inspiration:
• Conference speaking
• Inspiration workshops
Hire us for customer experience transformation:
• Customer experience statement
• Emotional Signature
l
• Moments of Truth transformation
• CeX training & coaching
Geert Martens, competence leader customer experience
• Mobile: +32 477 365 166
• Email: geert.martens@4cconsulting.com
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeert
p // / / g
• Slideshare: http://www.slideshare.net/gmartens

4. @geert_martens | #DDMC2012
Welcome to
the age of
h g f
the customer
the customer

5. Age of the Customer
Power comes from
engaging on an emotional
level with empowered
customers
Age of Information
g
Connected PCs and
supply chains mean those
who control the
information fl
i f ti flow
dominate
Age of Distribution
Global connections and
transportation systems
i
make distribution key
Age of Manufacturing
of Manufacturing
Mass manufacturing
makes individual power
houses successful

6. 14%
trust ads
for purchase
decisions

7. 76%
trust consumer
recommendations
for purchase
d ii
decisions

8. @geert_martens | #DDMC2012
When your customer are emotionally engaged, they...
When your customer are emotionally engaged they
Forgive
Pay a price Cost less to Promote
Buy more Stay loyal operational
p
premium serve your brand
y
hiccups
Emotional
E ti l
Customer Engagement

9. @geert_martens | #DDMC2012
Great customer
p
experiences

10. @geert_martens | #DDMC2012
What is a
is a
customer
experience?

11. @geert_martens | #DDMC2012
A customer experience is
em j
jou orga
g
otio rn nizati
ns ey on
How a customer a journey of with and about
feels and remembers interactions an organization

12. Affection
Anger
Annoyance
Anxiety
Apathy
Arousal
Impacting
Awe
Cared for the way
the way you feel

Contempt
Curiosity
Boredom i about
 
Depression
Desire
Despair i i
Disappointment
Disgust At
At The brand
 
Dread
Ecstasy
Embarrassment
each i i
Empathy
Energized interaction, The
Envy
Euphoria emotions company
 
Fear
Focused
Fretful
Frustration
are i i
Gratitude
Grief
evoked The
products
Guilt
Happiness
Hatred
Hope
Horror
Hostility

i 
i The
service
Hurried
Hysteria
Indifference
Interest
Irritation
Jealousy
Loathing

i 
i The people
Loneliness
Love
Lust
Misery Value
Neglected received
Pampered
Pity
Pleased
Pride
Rage Other
g
Regret customers
Remorse
Sadness
Satisfaction
Shame
Shock
Shyness
Sorrow
Yourself
Suffering
Surprise
Stressed
Trust
Valued
Wonder
Worry
Source: xprnc.be

13. @geert_martens | #DDMC2012




 
 
Make or Break moments
Break moments

“Moments of Truth” 


 


14. @geert_martens | #DDMC2012
Deliberate
& valued
on an emotional level
Perfect performance
Great customer
on all Moments of
p
experiences
Truth
Consistent
across touchpoints
& customer lifecycle

15. @geert_martens | #DDMC2012
People will forget what you said,
people will forget what you did,
people will forget what you did,
but people will never forget how you made them feel.
Maya Angelou

16. @geert_martens | #DDMC2012
The The And The
Good Bad Ugly
G d B d U l

17. @geert_martens | #DDMC2012

18. @geert_martens | #DDMC2012

19. @geert_martens | #DDMC2012

20. @geert_martens | #DDMC2012
A straight forward
Customer – “Hi, I saw your ad in the paper and
advertisement… ll
advertisement call us, we can
wanted more info”
help you“Certainly, may I to” vision number
Ultralase –
better your the code
of the ad you are referring
have
Source: Beyond Philosophy

21. @geert_martens | #DDMC2012

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Take‐aways
Take aways for
data‐driven
d di
marketing

24. @geert_martens | #DDMC2012
1.Define your
1 Define your customer experience

25. @geert_martens | #DDMC2012
2. Revise your
y
campaign process

26. @geert_martens | #DDMC2012
3. Improve data quality
3 Improve data quality

27. @geert_martens | #DDMC2012
4. Analyze
4 Analyze your campaigns differently

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5. Apply the power of social
5 Apply the power of social
Source: @hanssmellinckx

29. @geert_martens | #DDMC2012
6.
Measure
your customer experience

30. @geert_martens | #DDMC2012

31. @geert_martens | #DDMC2012
You can’t stop the waves,
but you can learn how to surf
b l h f
Jon Kabat‐Zinn

32. @geert_martens
Build a CeX statement
Define & measure KPIs
Break‐down the CeX statement into:
+/‐ emotions, traits & desired behavior
Calculate ROI
Customize for core segments & Define
touch points code of conduct
Identify improvement opportunities
Id if i ii
Define fit‐gap & identify quick wins
1.Define
4. Measure
4. Measure 2. Design
Design implementation roadmap &
D i i l i d & 3. Implement
3.
3. Implement
implement Quick Wins Design behavioral principles
per business unit
Implement the Moments of Truth
Map the customer journey
f h t
for each core segment
Communicate. Repeat.
Identify the Moments of Truth (MoT)
for each journey
Train & coach
Design the MoT: emotions, behavioral
Design the MoT: emotions behavioral
principles, processes, tools & KPIs

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