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What's Next in Customer Experience

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What's Next in Customer Experience

  1. 1. FEELING IS BELIEVING DIGITASLBI BREAKFAST CLUB HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCE IN AN EVER-EVOLVING DIGITAL LANDSCAPE
  2. 2. People will forget what you said People will forget what you did But people will never forget how you made them feel Maya Angelou
  3. 3. GOOD MORNING
  4. 4. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. OUR MISSION WE CREATE WORLD CLASS CUSTOMER EXPERIENCES
  5. 5. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. OUR FORMULA WE FUSE DATA, CREATIVITY AND TECHNOLOGY DATA IS THE FOUNDATION CREATIVITY IS HEART TECHNOLOGY IS THE ENABLER
  6. 6. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. SERVICE OFFERINGS INSIGHT & STRATEGY THE INDIVIDUAL Channel Market Competition BRAND EXPERIENCE THE BRAND Service design Campaigns ACTIVATION OWNED · EARNED · PAID Engagement Conversation Awareness PLATFORMS & COMMERCE CXM E-commerce WCM Platform Optimizaion
  7. 7. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHO WE WORK FOR
  8. 8. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WE CREATE AWARD WINNING WORK
  9. 9. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 9 USA 2850 NORDICS 250 UK 900 EUROPE 1000 APAC 1100 6000+ PEOPLE 40 OFFICES 25 COUNTRIES
  10. 10. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. SARA EGGERT • Skåning living in Göteborg • Three years at DigitasLBi • 10+ years working with creating user experiences for both physical products and digital services • Is Geek Girl by heart Senior User Experience Architect @eggerts
  11. 11. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ISABELLA SALOMONSSON • Värmläning in exile • Two years at DigitasLBi • 10+ years working with content and communication • Is just a geek Lead Content Strategist @salomonssons
  12. 12. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. OK, LET’S GET STARTED
  13. 13. WHY DO I NEED TO CARE?
  14. 14. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE DIGITAL EVOLUTION Electricity Light bulb Phone Internet Social Web Internet of Things
  15. 15. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW WE’VE USED DIGITAL Social Web Integrated platformsMarketing Loyalty programsProduct catalouge
  16. 16. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. IT IS NO LONGER A BUZZWORD More than 70 % consider Customer Experience to be a highly strategic issue to be address at top management level Customer Experience in the digital age, Harvard Business Review, 2015
  17. 17. People will forget what you said People will forget what you did But people will never forget how you made them feel Maya Angelou
  18. 18. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT DO WE FEEL? Plutchik’s wheel of emotions POSITIVE EMOTIONS Trust Interest Curiosity Wonder Delight Fulfilled Happy Pleased NEGATIVE EMOTIONS Distrust Anger Annoyance Undervalued Invisible Powerless Misunderstood Betrayed
  19. 19. 90% OF CONSUMERS TRUST PEER RECOMMENDATIONS. ONLY 33% TRUST ADS. Nielsen / SimplyMeasured
  20. 20. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. A happy customer will tell about 4-6 people about their experience THE PAY-OFF Nielsen / SimplyMeasured
  21. 21. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. An unhappy customer will tell about 9-15 people about their experience THE DOWNSIDE Nielsen / SimplyMeasured
  22. 22. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE BOTTOM LINE It is all my interactions with a brand boiled down into one elusive feeling DID YOU DO GOOD? or DID YOU DO BAD?
  23. 23. SO, WHAT’S THE DEAL?
  24. 24. CUSTOMER EXPERIENCE IS THE FEELING YOU REMEMBER
  25. 25. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. YOU ARE ONE BRAND INTERACTIONBRAND
  26. 26. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  27. 27. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  28. 28. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW YOU SEE YOU Product R&D Online Marketing PR Sales HR MANAGEMENT BRAND*
  29. 29. WHAT KIND OF EXPERIENCE DO YOU THINK THAT WILL GIVE ME?
  30. 30. I GET IT! WHY DOSEN’T EVERYONE DO THIS?
  31. 31. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE TOP THREE BARRIERS OF CX IMPROVEMENTS Customer Experience in the digital age, 2015, Harvard Business Review 1. ORGANIZATIONAL SILOS 2. CULTURAL RESISTANCE 3. INFLEXIBLE, OUTDATED TECH
  32. 32. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ORGANIZATIONAL SILOS Customer Experience in the digital age, Harvard Business Review, 2015 50 37 Organizational silos Best in class Underachievers
  33. 33. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. CULTURAL RESISTANCE 44 38 Cultural resistance Best in class Underachievers
  34. 34. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. INFLEXIBLE, OUTDATED TECH 34 32 Inflexible, outdated tech Best in class Underachievers
  35. 35. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. CUSTOMER EXPERIENCE STRATEGY
  36. 36. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WORK FOR CHANGE VISION CULTURE ORG. TECH ACTIONS CULTURE ORG. TECH ACTIONS VISION ORG. TECH ACTIONS VISION CULTURE TECH ACTIONS VISION CULTURE ORG. ACTIONS VISION CULTURE ORG. TECH = CHANGE = RESISTANCE = CONFUSION = FRUSTRATION = FALSE STARTS = NOTHING
  37. 37. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHERE IS YOUR COMPANY? Integrated process Silos Shared strategy and communication Fractured strategies and communication
  38. 38. IT’S A JOURNEY
  39. 39. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE TRANSFORMATION BEGINS TRANSITION DIFFERENTIATION DISTINCTION TIME & INVESTMENT CXIMPLEMENTATION
  40. 40. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. TRANSITION: SORT OUT BASICS • Do we have a joint approach on how to engage customers in the different stages of the customer decision journey? • Is our communication constructed to cater for different types of customer behaviours? • Is our communication consistent across all customer touch points? • Do we live up to expectations?
  41. 41. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DIFFERENTIATION: TAKING THE NEXT STEP • What is our primary processes towards and around our customer? • When are we most likely to fail our customers? • Are we doing it right today? • How can we create change?
  42. 42. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DISTINCTION: TAKING THE NEXT STEP • Data leads to insights which leads to optimization opportunities • Get creative with solutions • Explore the unknown • Never settle
  43. 43. HOW TO MEASURE A NEW TYPE OF DATA
  44. 44. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. EMOTION DATA Positive • Familiar situation • Relaxed chore • Cheerful mood • History of good experiences with a vendor • Shopping for fun Negative • Startling occurrence • Urgent problem • Depressed or angry mood • History of bad experiences with a vendor • Making a critical purchase Experience Positive emotion Negative emotion Context
  45. 45. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHEEL OF EMOTIONS Plutchik’s wheel of emotions POSITIVE EMOTIONS Trust Interest Curiosity Wonder Delight Fulfilled Happy Pleased NEGATIVE EMOTIONS Distrust Anger Annoyance Undervalued Invisible Powerless Misunderstood Betrayed
  46. 46. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. POKER FACE? Selfreported feelings Observe behaviour Facial recognition of emotions Physiological arousal
  47. 47. TAKING THE FIRST STEP
  48. 48. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. UNDERSTANDING YOUR AUDIENCE, MEANS YOU’RE ALWAYS RELEVANT - How do they move and act? - What patterns can we identify? - Where do they experience hurdels? - What are their needs? - What makes them tick?
  49. 49. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHERE DO WE START? Attitudes Needs Behaviour
  50. 50. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHERE DO WE START? Attitudes Needs Behaviour
  51. 51. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Ecosystem= THE FORMULA
  52. 52. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS CUSTOMER BEHAVIOUR IDENTIFY NEED STATES & CUSTOMER BEHAVIOUR YOUR JOURNEY STARTS HERE
  53. 53. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR IDENTIFYING YOUR CHANNELS TYPE OF CONTENT SOCIAL MEDIA WEBSITE
  54. 54. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR CONTENT TYPE OF CONTENT SOCIAL MEDIA WEBSITE
  55. 55. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR ENGAGEMENT MAPPING TYPE OF CONTENT SOCIAL MEDIA WEBSITE CTA
  56. 56. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS INST0RE BRANDED APPS SUPPORTING SERVICES DIRECT MARKETING SEO BLOGS PRINT/TV PR A EVERGREEN ECO SYSTEM TYPE OF CONTENT SOCIAL MEDIA WEBSITE CTA
  57. 57. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Ecosystem= THE FORMULA
  58. 58. CUSTOMER EXPERIENCE IS THE EVER EVOLVING END STATE
  59. 59. MOST IMPORTANTLY – YOU CANNOT DO IT ONCE
  60. 60. THANK YOU
  61. 61. STAY IN TOUCH SARA EGGERT SENIOR USER EXPERIENCE ARCHITECT @EGGERTS SARA.EGGERT@DIGITASLBI.COM ISABELLA SALOMONSSON LEAD CONTENT STRATEGIST @SALOMONSSONS ISABELLA.SALOMONSSON@DIGITASLBI.COM

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