Slides of my guest-lecture for the University of Groningen Master of Marketing students. I discussed the cornerstones of modern customer management strategy which includes an analytics driven voice of the customer approach, a value driven contact strategy and digital customer experience transformation. Let me know what you think.

1. CUSTOMER MANAGEMENT IN THE
AGE OF DIGITAL ENGAGEMENT
Wim Rampen
CMO
CX Company
Feedback: @wimrampen

2. MY REAL JOB IS TO CREATE, SERVE AND
KEEP A CUSTOMER

3. CX COMPANY. FOUNDED IN 2004.
Launched 1st chatbot, with Rabobank on MSN in 2005

4. TravelFinance Retail Telecom Utility Logistics

5. LET’S START THE CONVERSATION

6. WHAT IS
CUSTOMER
CENTRICITY?

7. Customer centricity refers to the
orientation of a company to the
needsand behaviours of its customers,
rather than internal drivers...

8. WHAT ARE CUSTOMER
NEEDS..

9. DEFINE VALUE..
image courtesy:: http://www.flickr.com/photos/yalcin_arsan/4001627189/in/pool-crowded_multitude

10. Jan de Vuijst: “Waarde
zit in de ogen
van de klant.”
Steve Vargo & Bob Lush:
“Value can
only be
defined by its
beneficiary”

11. VALUE, TO WHOM?
Speed of
answer
Speed of
answer
+
Inbound
sales
Speed of
answer
+
Inbound sales
+
Customer
Retention
Speed of answer
+
Inbound sales
+
Customer
Retention
+
Analytics driven
up & cross-sell

12. VALUE, TO WHOM?

13. GOODS DOMINANT LOGIC:
value is created at the moment of exchange,
after that, the Customer is on his own
image courtesy: http://www.flickr.com/photos/mithril/2764675971/
value exchange: when
money and ownership or
rights change hands

14. The new dominant logic:
SERVICE
LOGIC

15. WHO IS “RESPONSIBLE”?
WHO CREATES VALUE?
image courtesy: http://www.flickr.com/photos/yalcin_arsan/4055973255/in/pool-crowded_multitude

16. WHEN IS VALUE CREATED?
image courtesy: http://www.flickr.com/photos/viriyincy/3594764008/

17. VALUE IS ALWAYS CO-CREATED
IN CONTEXT

19. image courtesy: http://www.flickr.com/photos/mithril/2764675971/

20. WHY IS THIS

21. If value for the Customer is dominantly
created after value exchange, i.e. IN
USE, both scope and content of
CUSTOMER STRATEGIES SHOULD SHIFT
from dominantly focused on creating
momentum for transactions and
contact reduction to creating a
continuum of interactions aimed to
support customers’ value creation

22. SHIFTING CUSTOMER
MANAGEMENT
“PARADIGMS”
image courtesy: http://www.flickr.com/photos/rakustow/3942156152/

23. SOURCE:
COMPANIES ARE
NOT IN A
RELATIONSHIP WITH
CUSTOMERS.
PEOPLE HAVE
RELATIONSHIPS

24. THE SAME
“PRODUCTION”
PROCESS FOR
ALL CUSTOMERS?

25. CUSTOMER LIFETIME VALUE IS NO
LONGER SUFFICIENT

26. LIFETIME + REFERRAL + NETWORK
+ KNOWLEDGE VALUE = TOTAL
CUSTOMER ENGAGEMENT
VALUE

27. 27
VOICE OF THE
CUSTOMER
CUSTOMER
CONTACT
STRATEGY
CUSTOMER
EXPERIENCE
TRANSFORMATION
OPERATIONAL
CLOSED LOOP
FEEDBACK
MID & LONGER TERM
IMPROVEMENT & INNOVATION
CYCLES
CUSTOMER MANAGEMENT IN THE
ENTERPRISE TODAY
CUSTOMER INTELLIGENCE &
ANALYTICS (CRM)

28. VOICE OF THE
CUSTOMER
image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/

31. Combines
qualitative
with
quantitative
Involves employees
in closing the loop
Analyses
Journeys & Touchpoints
Sets
clear
priorities
VOICE OF THE CUSTOMER

32. CONNECTING THE DOTS WITH DATA ANALYTICS

33. CUSTOMER CONTACT
STRATEGY
image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/

34. Product
related
Invoicing
Info &
sales
requests
IT-question
Change
record
Contacts
Trigger
Trigger
Hoge impact klanttrigger
Lage impact klanttrigger
Delta Lloyd trigger
Externe trigger
Betalen
• Premiebetaling
• Betalingsachterstand
• Betalingsherinnering
• Extra aflossen
Claimen, uitkeren
• Claim indienen
• Expiratie
• Bedrag uitkeren
Gegevens wijzigen
• Adres wijzigen
• Persoonsgegevens wijzigen
Vragen , informeren
• Ontvangstbevestiging
• Statusvraag
• Informeren (polis, beleid)
• Klacht indienen
Product wijzigen
• Dekking/bedrag/rente
wijzigen
• Afkoop
• Product opzeggen
IT-vraag
• Gebruikersnaam,
wachtwoord
• Inlogprobleem
• Technische vraag
Change
product
IDENTIFY & CLASSIFY KEY
CONTACTS & TRIGGERS

35. DESIGN STRATEGIES FOR EACH
TYPE OF CONTACT

36. CUSTOMER EXPERIENCE

37. CUSTOMER EXPERIENCE
EVOLUTION

38. IT’S THE
CUSTOMER’S
JOB

39. WHAT CHANNEL FOR WHAT
CUSTOMER JOB?

40. Customer Management 1st job is to
understand customers’ value creation
process (= jobs & desired outcomes) and
where in the process Customers fail to
meet their desired outcomes.
image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/

41. STEP I: UNDERSTAND KEY CUSTOMER
JOBS OVER THE LIFECYCLE

42. STEP II: MAP JOB-STEPS IN DETAIL

43. STEP III: TOUCH-POINTS

44. STEP IV: AHA.. NOW I GET IT

45. CHATBOTS

47. What the..!?

48. Chatbots can be
intelligent assistants, but
they do not need to be
Intelligent chatbots are automated self-service resources, offering consistent
answers and responses to queries or instructions on behalf of brands or
enterprise companies
Bots, or Chatbots are automated, conversational software agents deployed most
often inside of a messaging app, such as Facebook Messenger, Slack, WeChat,
Spark and others.

49. MACHINE LEARNING TAKES (LOTS OF) TIME,
EFFORT AND MONEY BECAUSE IT REQUIRES
LOTS OF DATA, ADVANCED ANALYTICS
CAPABILITIES AND MANY, MANY EXPERIMENTS
(BUT IT CAN BE AMAZING WHEN APPLIED WELL)

50. RESULTS
Humans: 90%
Random: 44%
AI High-score:
58%
AI Low-score:
32%
Babar wonders how
he can get new
clothing. Luckily, a
very rich old man who
has always been fond
of little elephants
understands right
away that he is
longing for a fine suit.
WINOGRAD CHALLENGE
Who is
“he”?

51. NLP RECOGNITION RATE > 90%
+
AUTOMATED BUSINESS RULES
+
HUMAN BASED LEARNING
=
15% - 50% LIVE CONTACT
REDUCTION
ACCORDING TO OUR CLIENTS

52. IN THE FURTURE, WILL YOU
ALL BE..

53. Digital interaction volume
Growth rate
Live Contact
growth rate
if not
automated?

55. WE NEED HUMANS AND ARTIFICIAL
INTELLIGENCE TO WORK TOGETHER TO CREATE
VALUE FOR CUSTOMER AND COMPANY WITH THE
80% TO 90% OF DIGITAL INTERACTIONS THAT
CURRENTLY GO TO WASTE

56. Automate online
FAQ-dialogue &
promote the right
channel for the
job
Transform key-
journeys accross
channels with pro-
active
notifications &
conversational
dialogue
Unlock hidden
value by creating
new hybrid
interactions &
journeys that help
customers get
their job done
NLP with
rule-based
automation
Context and
personalisation
Advanced
analytics &
machine learning

57. THANK YOU!
LET’S START THE DEBATE