Date post: | 14-Jan-2015 |
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Marketing |
Upload: | jorge-teixeira-da-silva |
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CUSTOMER EXPERIENCE MANAGEMENT
CLICK TO CONTINUE
PROSPECT JOURNEY
ADVOCATE JOURNEY STORY
🔎 📕 ♥
AWARENESS/DISCOVERY/ATTRACTION
INTERACTION/PURCHASE
USE/ADVOCACY
THE GOAL FOR THE BUSINESS To keep a highly satisfied customers.
HOW TO ACHIEVE THAT GOAL? Thru the knowledge about each customer – treat them as individuals.
WHY DO WE NEED CEM? Knowledge is nothing if organizations fail to act or react to customers needs. So Customer Experience Management comes into the play.
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BUT WHAT IS CEM? Customer Experience Management is the sum of all experiences a customer has with a brand. This can include awareness, discovery, attraction, interaction, purchase, use and advocacy.
- Wikipedia
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BUT WHAT IS CEM? It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. - Wikipedia
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THE CEM ARCHITECTURE
CUSTOMER 👨
WEB/
COMMUNITY
MOBILE
💬 💬 SOCIAL
NETWORKS
📰 CONTACT CENTER
SHOPS
TOUCHPOINTS
CRM/ BPM
👇 👇
INFORMATION IN INFORMATION OUT
CORE BUSINESS APPS 📊 BUSINESS INTELLIGENCE
◎ MARKETING AUTOMATION
REAL TIME
KNOWLEDGE MNG
⏲ ℹ
FOUNDATION 🔗 API’S
ERP
BILLING
ETL/MIDDLEWARE
DQ
MDM
INNOVATIONS
DIFFERENTIATORS
CONSISTENCY 🔒
💡
DIGITAL HUMAN
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STARTING WITH LITTLE STEPS … The Customer Experience is related to Strategy, Processes and Technology. But in order to give a perspective of the alignment with technology, we present the necessary steps to CEM.
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STARTING WITH AWARENESS The first step in the relationship with customers is “Brand Awareness”.
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STARTING WITH AWARENESS It’s very important that the customer remembers the brand, as part of the choices to evaluate.
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DIGITAL CHANNELS
🔎
TRADICIONAL MEDIA HUMAN
📹 👨
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THE PROCESS OF DISCOVERING The presence in the digital channels is a must, since second phase of CEM is discovery and currently the majority of the process (90%) is made on digital channels.
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WEB/
COMMUNITY
MOBILE
💬 💬SOCIAL
NETWORKS
DIGITAL
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THE PROCESS OF DISCOVERING To enable the visibility in the Digital Channels, a good strategy of SEO must be in place. SEO will help the brand to be visible in Google.
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THE PROCESS OF DISCOVERING The presence in Facebook or other Social Networks is a fact, but don’t forget that all the information, is only visible, from inside the network, so brands will need to …
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THE PROCESS OF DISCOVERING The existence of a Brand community will allow to engage and to know more about each customer and treat them as individuals.
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THE PROCESS OF DISCOVERING Use Social Networks to communicate and engage with customers, but link the information back to your Brand Community.
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SEO (GOOGLE)
🔎
BRAND COMMUNITY
SOCIAL NETWORKS
♥ 👨
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ATTRACTING CUSTOMERS One of the key areas to attract customers, is linked with the information that is available on the media and touch points with them.
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WEB/
COMMUNITY
MOBILE
💬 💬 SOCIAL
NETWORKS
📰 CONTACT CENTER
SHOPS
TOUCHPOINTS
DIGITAL HUMAN
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INTERACTING CUSTOMERS On each interaction with our customers, you should treat them as special ones and that you have all the information, to personalize the contact.
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WEB/
COMMUNITY
MOBILE
💬 💬 SOCIAL
NETWORKS
📰 CONTACT CENTER
SHOPS
TOUCHPOINTS
DIGITAL HUMAN
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INTERACTING CUSTOMERS So be present on the places where your audience is! Digital presence (forums, blogs, social media, brand community), shops and contact center, but also keep in mind …
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WORD OF MOUTH
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INTERACTING CUSTOMERS Word Of Mouth is part of the cycle of customer experience – Advocacy. So the cycle is a closed loop, so treat well your customers!
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INTERACTING CUSTOMERS Its also very important to know the needs of each customer, to personalize the offer. - Individualize
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THE PURCHASE One of the most important stages of the Customer Experience – Purchase Align very well purchase process, so that the experience is good.
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THE PURCHASE Along the way, collect all the information about your customer, to know more about them and also to recommend the best offer.
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THE PRODUCT/SERVICES USE After the purchase and with the usage of the products and services, its very important to keep up with each customer.
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CUSTOMER ADVOCACY All the steps of the experience that the customer had, will increase is level of recommendations to friends and family.
7♥
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CUSTOMER EXPERIENCE STEPS
1 2 3 4 5 6 7 INFORMATION
PERSONALIZATION CONTEXT
STEPS
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CUSTOMER EXPERIENCE
CUSTOMER 👨
WEB/
COMMUNITY
MOBILE
💬 💬 SOCIAL
NETWORKS
📰 CONTACT CENTER
SHOPS
CRM/ BPM
DIGITAL HUMAN
◎ MARKETING
AUTOMATION
📊 BUSINESS
INTELLIGENCE
REAL TIME ⏲
👇 COLLECT
INFORMATION
👇 CONTEXTUALIZED
OFFER/PERSONALIZATION
CUSTOMER PROFILING
👤
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SOCIAL MEDIA INFORMATION
CRM/ BPM
📊 BUSINESS
INTELLIGENCE
SOCIAL PROFILING
FACEBOOK LOGIN
CUSTOMER ID
WEB/
COMMUNITY
💬SOCIAL
NETWORKS
USER AUTORIZATION
INFORMATION FEED
CUSTOMER SENTIMENT
& TAGS
💬
SOCIAL ENGAGE
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SOCIAL MEDIA INTERACTION
⏲REAL TIME
📊 BUSINESS
INTELLIGENCE
WEB/
COMMUNITY
💬 💬SOCIAL
NETWORKS
CUSTOMER PROFILLING
INFORMATION FEED
◎ MARKETING
AUTOMATION
OFFER 🍟
OFFER 🍟
ç INFORMATION PUSH FEEDBACK è
INFORMATION FEED
SOCIAL ENGAGE
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WEB/COMMUNITY INFORMATION
CRM/ BPM
📊 BUSINESS
INTELLIGENCE
USER EXPERIENCE
CUSTOMER ID
WEB/
COMMUNITY
👀 CONTENT
INFORMATION FEED
CUSTOMER & TAGS
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WEB/COMMUNITY INTERACTION
⏲REAL TIME
📊 BUSINESS
INTELLIGENCE
WEB/
COMMUNITY
INFORMATION FEED
CUSTOMER PROFILLING
USER EXPERIENCE
◎ MARKETING
AUTOMATION
PERSONALIZATION ✋
OFFER 🍟
ç INFORMATION PUSH FEEDBACK è
👀 CONTENT
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MOBILE APPS INFORMATION
CRM/ BPM
📊 BUSINESS
INTELLIGENCE
USER EXPERIENCE
CUSTOMER ID
MOBILE
INFORMATION FEED
CUSTOMER & TAGS
👀 CONTENT
⏲REAL TIME
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MOBILE APPS INFORMATION
📊 BUSINESS
INTELLIGENCE
USER EXPERIENCE
MOBILE
INFORMATION FEED
👀 CONTENT
📊 BUSINESS
INTELLIGENCE
CUSTOMER PROFILLING
◎ MARKETING
AUTOMATION
PERSONALIZATION ✋
OFFER 🍟
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SHOPS INFORMATION
CRM/ BPM
📊 BUSINESS
INTELLIGENCE
INTERACTION PROFILING
CUSTOMER ID
SHOPS
ERP
SALES INFORMATION
CUSTOMER SALES
⏲REAL TIME
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SHOPS INFORMATION
📊 BUSINESS
INTELLIGENCE
INTERACTION PROFILLING
SALES INFORMATION
📊 BUSINESS
INTELLIGENCE
CUSTOMER PROFILLING
◎ MARKETING
AUTOMATION
OFFER 🍟 SHOPS
ERP
OFFER 🍟
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CONTAC CENTER INFORMATION
CRM/ BPM
📊 BUSINESS
INTELLIGENCE
TEXT ANALYTICS
✉ EMAIL/ MAIL
📞 VOICE/
IVR
SPEECH ANALYTICS
INTERACTIONS PROFILLING
⏲REAL TIME
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CONTACT CENTER INFORMATION
📊 BUSINESS
INTELLIGENCE
TEXT MINING
CUSTOMER VOICE
📊 BUSINESS
INTELLIGENCE
CUSTOMER PROFILLING
◎ MARKETING
AUTOMATION
OFFER 🍟
OFFER 🍟
✉ EMAIL/ MAIL
📞 VOICE/
IVR
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THE SUM OF ALL THE EXPERIENCE
CUSTOMER 👨
WEB/
COMMUNITY
MOBILE
💬 💬 SOCIAL
NETWORKS
📰 CONTACT CENTER
SHOPS
DIGITAL HUMAN
“To truly understand our customers, we must see the world through their eyes.”
☏ ⌂ 👨TRANSACTIONS INTERACTIONS DEMOGRAPHICS LIFE STYLE
THANK YOU! Jorge Teixeira da Silva ([email protected]).