The Measure of Customer Experience

transcript

Nicholas Kontopoulos

Global VP, fast growth markets Marketing

Sales 2.0 conference, Philadelphia,

14th of November, 2016

The measure of customer

experience

The new digital customer experience imperative

Connect w ith me

@nicholask71

People fascinate me.

Im passionateabout CX

SERIOUSLY PASSIONATE ABOUT MY CUSTOMERS

CX matters and we all know it

89%o f m a r k e t e r s e x p e c t t o

c o m p e t e p r i m a r i l y o n t h e

b a s i s o f C X - G a r t n e r

73% o f c o m p a n i e s s a y i m p r o v i n g

C X i s a p r i o r i t y - F o r r e s t e r

CX is the new battlefield for competition

Lifespans of top S&P 500 companies is shrinking from 60 years to 15.

But how can you measure something that is qualitative such as Experience?

EXPERIENCE IS PERSONAL

How do these photos make you feel?

Source: http://www.dukeandduchessofcambridge.org

Same hotel but different experience

Emotionscreate memoriesI f a n e x p e r i e n c e i s e x t r e m e l y p o s i t i v e

o r e x t r e m e l y n e g a t i v e i t i s m o r e

l i k e l y t o b e r e m e m b e r e d .

The world has changed and it’s not going backward

Customer experience was easier to control in the past with fewer channels and limited networks

The good old days…

“What we know today as Customer Experience is actually

customer service of the past.”-Shep Hyken

Technology has changed everything.

Technology IS constantly EVOLVING

Global Share of web traffic by device: 56% laptops &

desktops, 39% mobile phones, 5% via

tablets

66% of Americans

Purchase products or

services online

Source: GlobalWebIndex, Q4 2015

71% of Americans search online for a product or service

to buy

69% of Americans visited an online store in the past

30 daysSource: GlobalWebIndex, Q4 2015

60% of Americans make an online purchase via a

laptop and 26% via a mobile device

How do all these changes impact Customer Experience?

- Brian Solis, author and digital analyst

DIGITAL DARWINISM: When technology and society evolve faster than

the ability for companies to adapt.

This sounds great if you’re a b2c business

leader, but how does this all impact

b2b businesses?

According to research from Accenture, 8 in 10

b2b executives recognize cx as a strategic business

priority.

Source: Accenture b2b customer experience survey

86% of executives said the cx they provide in sales and service interactions is

important to their strategic priorities, of those 41% said it

is critical.

45% of B2B executives said their cx management budgets have increased significantly in the

past fiscal year.

So What is the driving force behind b2b executives focus on

The biggest factor is how customers themselves have

changed over time.

75% of executives said changes in customer behaviors and

attitudes have a major impact on their sales and service

efforts…

…particularly customers higher expectations for

tailored solutions.

data - not the lack of it, but the opposite.

O n e o f t h e b i g g e s t C X c h a l l e n g e s b u s i n e s s l e a d e r s h a v e i s :

MAKEPAYMENT

JOINGROUPS

POSTREVIEW

RECEIVEOFFER

Digital ADS

CHANGEADDRESS

NETWORKISSUE

SETUPPHONE

RECEIVEPACKAGE

MISSINGITEM

TRACKORDER

BUYSHORT LIST

REFERFRIENDS

RECEIVEOFFER

RESTARTSERVICE

TERMINATESERVICE

PHONEDAMAGE

BILLINGISSUE

Social

E-mail

Social

E-mail

Retailstore

ContactCenter

Retailstore

ContactCenter

Web-shop

Web-Shop

Web-shop

Supportportal

Word ofmouth

RESEARCH

Reviews

Brandedcommu-

SearchKW/ADS

Web-Shop

DISCOVERNEED

INTEREST

AWARENESS

DISCOVERY

CONSIDERTATION

CONSIDERATION

ADVOCACY

ACTION

rate as ‘good’, ignoring the effect

on the 98% who do not convert.

Marketers accept a 2% conversion

T h e c u s t o m e r i s o n e o f h u n d r e d s o f

t h o u s a n d s o f t a r g e t s , a n d i s

b o m b a r d e d w i t h i r r e l e v a n t m a r k e t i n g .

We are now in the the age of Contextual Marketing

Contextual MarketingIs The Practice Of Personalizing

Your Business To Your Audience

Based On Who They Are And What

They Want, Need, Or Do.

“What links Uber, Netflix,

Airbnb and Facebook is the

fact that they ARE all in the

data business”

UNDERSTANDING THE JOURNEY OPENS UP POSIBILITIES

Going back to simple: embrace technology

Meet The disruptors.

25 consecutive quarters of more

than 20% net revenue growth

- Kevin Plank, CEO

If the phone is going to get integrated into the

shirt, should that be a technology company

making apparel or the apparel company starting

to make technology? I choose the latter

Marketing Activities deliver measurable sales impact:

§ 119% pipeline increase attributed to more effective marketing activities.

§ 18% increase in sales opportunities.§ Increased conversion rates for

Can we measure CX?

Start measuring theDiscreet moments

One customer. One experience. One enterprise.

ups and downs are very important to keep us going, because a straight line even in an e.C.g means we are not alive.

Ratan tata

Leaders don’t avoid disruption, they create it.

But, It will take hard work

Simple is a Step ahead

“Simple can be harder than complex. You have to work hard to get your thinking

clean to make it simple. But it’s worth it in the end

because once you get there, you can move mountains”

STEVE JOBS

“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”

Peter Drucker

“There is no such thing as a new idea”

Mark twain

“we simply take a lot of old ideas and put them into a sort of mental kaleidoscope”

Mark twain

customers

Are people

Create brand advocates

Simple isc o n t e x t u a l o m n i c h a n n e l i n t e g r a t e d a g i l e R E A L - T I m E e n g a g i n g A s t e p a h e a d

customer engagement anywhere, anytime.

www.the-future-of-commerce.com

Thank youNicholas KontopoulosGlobal Vice president of Fast Growth Markets Marketing, SAP Hybris@nicholask71Nicholas.Kontopoulos@sap.com