2. 4C Consulting | Service portfolio
g | p
C t
Customer E
Experience M
i t
Management
Naïve‐to‐Natural | Emotional Signature | Moments of Truth | Multi‐channel Strategy | Unique Customer View | CRM Roadmap
Marketing Excellence Sales Excellence Service Excellence
• Marketing Maturity Assessment • SFA Management & Automation • Customer Service Automation
• Campaign Management & Automation • Sales Portfolio Management • Self Service Strategy & Management
• Campaign Management Outsourcing
p g g g • Sales Middle Office • Complaints Handling
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• Marketing Resource Management • Training & Coaching
Customer Insight Management
Intelligent reporting | Data Quality | Data Integration | Advanced Analytics
2
3. Book us for customer experience inspiration:
• Conference speaking
• Inspiration workshops
Hire us for customer experience transformation:
• Customer experience statement
• Emotional Signature
l
• Moments of Truth transformation
• CeX training & coaching
Geert Martens, competence leader customer experience
• Mobile: +32 477 365 166
• Email: geert.martens@4cconsulting.com
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeert
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• Slideshare: http://www.slideshare.net/gmartens
4. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
05 Key take‐aways
06 Q&A
6. Realize Deliver Optimize
our growthh Simple &
Si l & our cost‐to‐
objectives Friendly serve
Design a channel strategy
g gy
for the small enterprise market
7. Belgacom aims at growth
via emotional customer
engagement
Realize Deliver
our growthh 1 Simple &
Si l &
objectives Friendly
2
A consistent customer
Channel experience requires
strategy a coherent channel
strategy
8. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
05 Key take‐aways
06 Q&A
10. Deliberate
& valued
on an emotional level
Perfect performance
Great customer
on all Moments of
p
experiences
Truth
Consistent
across touchpoints
& customer lifecycle
17. Behavioral principles Emotional profile
We want
to make
to make
our customers
feel:
We want
to avoid that
our customers
feel:
18. Behavioral principles Channel strategy
Channel strategy imperatives
From multi‐channel to
cross‐channel
Customer preference
Proud to be SE
Channel guidance
Channel guidance
Channel performance
19. Content
01 Context & objectives
Context & objectives
02 Emotional customer engagement
g g
03 Strategic imperatives for the SE channel strategy
04 SE cross‐channel vision
05 Key take‐aways
06 Q&A
22. 1 Design customer journey
3. Research
2. Search 4. Compare
p
9. Get Help 10. Personalize
1. Discover
5. Decide
8. Use
11. Friend
6. Purchase
6 P h
7. Install
Source: Based on “Welcome To The Era Of Agile Commerce”, Forrester, March 2011. Adjusted for the Belgacom SE market by 4C Consulting
26. 5 Design processes
Support:
ersonalize
2. Search
1. Discover
6. Purchase
4. Compare
7. Install
9. Get Help
11. Friend
8. Use
3. Research
5. Decide
Customers
that require
that require
10. Pe
.
.
.
“human”
support in
their customer
their customer
journey in
order to make
a purchase
decision
27. Content
01 Context & objectives
Context & objectives
02 Why customer experience?
y p
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
05 Key take‐aways
06 Q&A
28. Deliberate
& valued
on an emotional level
Perfect performance
Great customer
on all Moments of
p
experiences
Truth
Consistent
across touchpoints
& customer lifecycle
29. Simple & Friendly: the Belgacom customer experience
Behavioral principles Channel strategy
Channel strategy imperatives
From multi‐channel to
cross‐channel
Customer preference
Proud to be SE
Channel guidance
Channel guidance
Channel performance