Driving Value through Customer Experience Managment
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The document discusses driving customer value through customer experience (CX) management. It defines CX as building an experience across an organization that delivers the brand promise to customers. The customer journey and touchpoints are highlighted across multiple stages from awareness to advocacy. Orchestrating CX across all channels including social, mobile, and digital is important to avoid silos and deliver consistent brand experiences. Metrics like willingness to pay more for better experiences can measure the impact of CX programs.
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Driving Value through Customer Experience Managment
- 1. 1 | © 2011 Oracle Corporation – Proprietary and Confidential Driving Value through CXM Vasken Knouni Business Development Manager February 2012
- 2. 2 | © 2011 Oracle Corporation – Proprietary and Confidential Building value based relationships • Product/service quality is key but ... • Brand awareness is not everything • Price is not the only “value” factor • Don’t confuse customer loyalty • Customer support not enough • Competition has same strategies BRAND VALUE PRODUCT VALUE RELATIONSHIP VALUE Customer Value Reputation/ Promise Delivery/ Use Customer Experience
- 3. 3 | © 2011 Oracle Corporation – Proprietary and Confidential Customer Experience - CX • Organizations build marketing strategies to create awareness of a brand promise, CX is about building an “experience” that delivers that promise • It’s an enabler across the whole organization. A cross departmental program on a corporate level. • CX is not static, there is no fit for all template. It means a different thing for each individual – (airline example) It’s not a strategy, it’s not a template
- 4. 4 | © 2011 Oracle Corporation – Proprietary and Confidential • Marketing • Advertising • Campaigning • Brand Awareness Set Brand Expectation •Buying experience • Delivery/Collect • Registration • Product Setup Customer Move In • Product experience • Service/Support • Renewing • Product changing Deliver Brand Promise Set Brand Expectation Customer Move In Deliver Brand Promise Engage in the full customer lifecycle Consistent interaction in all stages – avoid the silos Customer Experience
- 5. 5 | © 2011 Oracle Corporation – Proprietary and Confidential Multi Channel Interaction All touch points with the customer matter – avoid the silos social call centre web store smart TV mobile in store print • Make or brake the relationship with your customer • 73% will abandon you after 2 bad interactions • 85% will use social networks to talk about their bad or great experience • How do you orchestrate the customer experience across all touch points?
- 6. 6 | © 2011 Oracle Corporation – Proprietary and Confidential Evolution of our Business • Product Centric: development, marketing, sales, support • Channel Centric: in store, call centre, web store, mobile • Customer Centric: personalization, self-service, social The view of the customer matters the most
- 7. 7 | © 2011 Oracle Corporation – Proprietary and Confidential Customer touch points with the airline search, book change travel plans check-in, journey until boarding on board & flying arrival, transfer, baggage feedback, reward, online-profile The customer journey starts before the flight departure
- 8. 8 | © 2011 Oracle Corporation – Proprietary and Confidential Personalize the experience to add value Convert satisfied customers to advocates Context Experience Value • Co-ordination • Consistency • Performance Satisfaction Loyalty Advocacy
- 9. 9 | © 2011 Oracle Corporation – Proprietary and Confidential Measuring performance • Defining KPIs • Business Benefits • Customer Benefit – 58% wiliness to pay for better experience Impact of a CX program
- 10. 10 | © 2011 Oracle Corporation – Proprietary and Confidential Putting it into practice: Embedding CX • Example – Success Story – Case Study
- 11. 11 | © 2011 Oracle Corporation – Proprietary and Confidential Key Trends in Your World Personalized Mobile Social Cloud Multi-Channel Big Data Self-Service Consumerization
- 12. 12 | © 2011 Oracle Corporation – Proprietary and Confidential
Notas do Editor
- Main Point:Many trends in the world today that are affecting how we deliver systems inside our organizationsScript:There are many trends in the world today that are affecting how we deliver systems inside our organizations. It used to be that companies led the drive to new technololgies that ended up in the consumer world. Laserjet printers, email – these technologies began in organizations and moved to consumers. Now we have consumer technologies and trends driving our internal systems. The desire is to make them more personalized, more mobile, more social – more like the systems we use outside of work.Notes:Personalization: Want to have information for me which is relevant – AmazoneMobile - government feedback (NY) and integration to Facebook – access where ever you are.Social - 3 ways: Internal , external and listening. Real Time living!Multi channel - Insurance example - who is the case contact person, Repair shop, integration to repaireshop calendar, the repair shop have already recieved the car details, rental car, ... Controlled process. Remember that processes last weeks and that have to be managed.not only focus on the here and now.Consumerization of software. in the old days the new software were made in the enterprises and brought home, that have now changed. The consumer solutions like dropbox, facebook, IM, skype, .... is now taken into the work. younger workforce. expecting that the work is supporting this.CloudRomoving the complexity in the IT regarding scaling updown. For example in the chistmasConsumerisation