Presentation by ALD Automotive and 4C Consulting at the 2013 bdma dcongress

1. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens

2. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Agenda
01
Context & Objectives
02
The Age of the Customer
03
Communication Guidelines
04
Looking forward

3. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
ALD Automotive
Market leader in
Fleet Management &
Operational Leasing
Subsidiary of
Third largest leasing
company worldwide
4.200 employees in
37 countries
Managing 1 million
vehicles
67 000 vehicles
230 employees
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4. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Avalanche of good will

5. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens

6. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
How will we beat
the competition?

7. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
What should people
remember about us?

8. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Agenda
01
Context & Objectives
02
The Age of the Customer
03
Communication Guidelines
04
Looking forward

9. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Age of the Customer
Power comes from
engaging on an emotional
level with empowered
customers
Age of Information
Connected PCs and supply
chains mean those who
control the information
flow dominate
Age of Distribution
Global connections and
transportation systems
make distribution key
Age of Manufacturing
Mass manufacturing makes
individual power houses
successful

10. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Pay more
long-term
business
value
great
customer
experiences
Buy more
Stay loyal
Forgive
hiccups
emotional
customer
engagement
Cost less
Promote
you

11. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
We are living in a material world
Madonna

12. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
We are living
in an experience world
Lady Gaga

13. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Deliberate
long-term
business
value
great
customer
experiences
Consistent
Emotional
emotional
customer
engagement

14. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Reason leads to conclusions
Emotion leads to action
Donald B. Calne
Emotions color
how an experience
will be remembered
Donald A. Norman

15. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens

16. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
9
8
8
7
7
6
6
5
5
4
4
3
3
2
2
1
1
0
Pain intensity
9
0
1
Group A
1
5
5
10
10
15
15
20
20
25
Duration (minutes)
Group B
9
Group B
8
Pain intensity
Colonoscopy procedure
on two groups of
patients
7
6
5
4
3
2
1
0
1
http://www.ted.com/talks/lang/dut/daniel_kahneman_the_riddle_of_experience_vs_memory.html
5
10
15
Duration (minutes)
20
25
25

17. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
What’s the identity
of the ALD customer experience?

18. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Strategic Positioning | CM & Jung
Freedom
Crawford-Mathews
Ego
Social
“Myth of Excellence”
Dominate (D)
“Customers seek your company”
Differentiate (d)
“Customers prefer your company”
Order
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19. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Experience Identity | Framework
We want
to make
our customers
feel
If our
customers
describe us,
they say
we are
Positive emotions
Traits
We avoid
that
our customers
feel
We
always
try to
Negative emotions
Behaviour
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20. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One
Ready
Smile

21. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Agenda
01
Context & Objectives
02
The Age of the Customer
03
Communication Guidelines
04
Looking forward

22. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
One-Ready-Smile vs. Communication
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23. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Communication guidelines
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24. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Communication guidelines
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25. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Glasbreuk

26. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Glasbreuk

27. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Bevestiging

28. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Agenda
01
The Age of the Customer
02
Looking back
03
Communication Guidelines
04
Looking forward

29. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
long-term
business
value
emotional
customer
engagement

30. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
Book us for experience inspiration:
•
Conference speaking
•
Inspiration workshops
Hire us for experience transformation:
•
Experience vision
•
Experience identity design
•
Emotional Signature
•
Journey design
•
Moments of Truth transformation
•
Cultural Change
•
XpM training & coaching
•
Organisational Alignment
Geert Martens, Partner Strategy, Customer Experience & Cross-Channel
•
Mobile: +32 477 365 166
•
Email: geert.martens@4cconsulting.com
•
Twitter: @geert_martens
•
Linkedin: http://be.linkedin.com/in/martensgeert
•
Slideshare: http://www.slideshare.net/gmartens

31. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
About 4C Consulting | Our service portfolio
Customer Experience Management
Experience Identity | Customer Journeys | Moments of Truth | Cross-channel | Unique Customer View | CRM Roadmap | Cultural Change
Marketing Excellence
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Sales Excellence
Marketing Maturity Assessment
Campaign Management & Automation
Campaign Management Outsourcing
Marketing Resource Management
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SFA Management & Automation
Sales Portfolio Management
Sales Middle Office
Training & Coaching
Service Excellence
• Customer Service Automation
• Self Service Strategy & Management
• Complaints Handling
Customer Insight Management
Intelligent reporting | Data Quality | Data Integration | Advanced Analytics
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32. One, Ready, Smile! | The ALD Customer Experience | 24th October 2013 | Prepared for bdma dcongress 2013 by 4C Consulting | @geert_martens
4C Consulting | Our Customers
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