Mais conteúdo relacionado Semelhante a Transforming CX with game-changing customer journeys (20) Transforming CX with game-changing customer journeys 2. “Where do i shop?”
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Introduction
Thomas Blankvoort
Where do
I shop?
3. Sixty-six out of a hundred companies think they have innovative customer
experiences
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4. Only eight out of a hundred do*
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*You’re Doing Customer Experience Innovation Wrong, Bodine, HBR 2013
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going from quick & dirty
to game changing customer journeys
Why should
you care?
6. What makes a great journey?
Built with the customer in mind
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From the
customer
perspective
End to end
Seamless
multichannel
delivery
Appropriate to
expectations
Emotional
when
appropriate
Effortless with
appropriate
investment
7. What makes a great journey?
Built with the customer in mind
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From the
customer
perspective
8. Walmart was not able to
differentiate – it meant
the Japanese customer
really didn’t have a
reason to visit or identify
with the “Everyday Low
Prices” mantra.”
Understanding the
customer perspective
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Spend time
understanding
the customer and
create a strong
differentiator
that is effective to
the market you’re
expanding to.
9. What makes a great journey?
Built with the customer in mind
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End to end
10. Think
End-to-end
We took the Google
model which is pretty
nice, and added a
new step between
"See" and "Think"
which we called
"Experience"
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A customer
journey is never a
fixed formula.
There is always a
“messy middle”
where you can
come up with your
own solutions that
fit the country
you’re operating in.
11. What makes a great journey?
Built with the customer in mind
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Seamless
multichannel
delivery
12. Spotify not only has a
web app, a desktop app,
and a mobile app, it also
syncs among all apps
when you have them
open at the same time.”
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Let customers pick the
channel and meet
them there.
Invariably you will
learn and follow your
customer – leading
you across borders
and into their hearts
Creating a
seamless multichannel
delivery
13. What makes a great journey?
Built with the customer in mind
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Appropriate to
expectations
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Tesla drivers didn’t
expect a big reveal of
their cars. They were
willing to pick them up at
the harbour”
Don’t assume what your
customer wants, ask them.
Expanding internationally
is the perfect time to re-
assess your beliefs.
Be appropriate
to expectations
15. What makes a great journey?
Built with the customer in mind
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Emotional
when
appropriate
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Be emotional
when appropriate
The parents, who went
through a very frustrating
and frightening
experience, complained
to the airline and to
the news. Instead of
apologizing or taking
accountability for the
mishap, Frontier airlines
issued a non-apology”
People carry
emotions, relating
to them can be your
most powerful tool
in (re)-building
trust – understand
what is expected
17. What makes a great journey?
Built with the customer in mind
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Effortless with
appropriate
investment
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Uber identified all the
pain points people faced
while hailing a cab- and
eliminated them one by
one.”
By analyzing the
UX, you can
improve or even
create an
experience that
is effortless.
Seek balance by being
effortless with appropriate investment
21. Thomas Blankvoort
CCO Webhelp Nederland
Thomas.Blankvoort@Webhelp.com
https://www.linkedin.com/in/thomas-blankvoort-0ab1146/
Let’s keep in touch!