September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

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Evaluating the customer experience in multi-channel

e-commerce applications

JACEK POWAŁKA

Agenda Why not just „home delivery”?

Creating rituals that build brand value

Testing and collecting customer feedback

to optimize unique experiences

Optimizing multi-channel communication

and integration

Value of customer experience

COST OF FAILED

DELIVERIES IN THE UK

£851mln

UK shoppers walked away from e-store because there wasn’t enough choice of delivery options.

1 OnePoll Research in a study for DPD.

WE KEEP IT

SIMPLE

50.93% OF PARCELS ARE COLLECTED BETWEEN 5 PM AND 8 AM Outside traditional courrier operating hours

5 Source: InPost data. All users statistics 2013

Traditional courier operating hours

Click & Collect

retailer’s high-street

store

local shop or

specialized PUDO

87% of shoppers chose C&C because they could select the time of collection. 46% of shoppers questioned had abandoned their basket at checkout because of delivery concerns (mainly the high cost of home delivery) 76% of shoppers surveyed said they expect no delivery charge 43% of shoppers are prepared to travel up to 5 miles to collect their order while 37% are only willing to travel 1 mile.

6

http://www.retailgazette.co.uk/articles/23311-feature-is-the-uk-a-click-collect-nation http://internetretailing.net/issue/internetretailing-magazine-march-2014-volume-8-issue-3/the-final-mile/

THE CONVENIENCE OF CLICK & COLLECT

24/7 service

Low shipping costs

Free shipping to end customer

Market penetration

WE ARE ENTERING MARTINI AGE

“ANYTIME, ANYPLACE, ANYWHERE”

3 OnePoll research in a study for DPD [August 7, 2012] 2 IMRG, CapGemini 1 IMRG

of Click-and-Collect as a delivery method in the UK e.g. 50% of online sales at John Lewis – 500 million pounds

33% YoY growth

up to 17% average growth of eCommerce in the UK for the next 5 years to reach

home deliveries fail at first attempt at an estimated

costs of 850 million GBP

up to

20%

2 billion parcels in 2017

73% of UK shoppers walked away from an e-store because there was insufficient choice of delivery options3

All carriers offer the

same service which is

not recognised by the

customers

as unique.

THINGS ARE DONE WRONG

BY PURPOSE

SWITCH ON

CONVENIENCE

WHAT IS SO SPECIAL ABOUT OUR LOCKERS

AVAILABILITY 24/7 No queues and no opening hours. SPEED Picking up a parcel takes just 7 seconds. SIMPLICITY A text message, a few clicks or a QR code scan and the locker opens. Even a child can do it! PRICE One of the cheapest delivery options customers appreciate. FULL DISCRETION InPost locker keeps what’s personal, private. No more nosy comments about the content of your shopping. SAFETY Unique collection codes, CCTV, secure locks and solid steel locker construction.

OFFER 24/7 ACCESS

Parcel lockers offer 24/7 access which is used by customers

according to our statistics:

29,7% of parcels are collected at weekends

51,5% of parcels are collected between 4 PM and 9 PM

58% of parcels were collected outside traditional

depots opening hours

24/7 IT IS ONLY A PART OF OUR SUCCESS

FIRST IMPRESSION

MATTERS

15

LOOKS LIKE A QUEUE?

2’07’’

CHECK HOW FAST ARE YOU

„The remarkable

brands affect like

religion, and to build a

brand is to connect the

brand with Martin Lindstrom „Buyology -Truths and lies about why we buy” rituals.”

Personalized (user & sender)

Real time, trigger based

Customised

Integrated with Social Media

REAL LIFE NOTIFICATION

PARCEL STATUS MESSAGES - FIRST OF ALL WE ARE… HUMAN

Weather by the locker forecast

Link to a song on YouTube

Countdown how many hours it took us to get the parcel

Detailed location description

Bigger code for those who read it on mobile

SHARE YOUR EXPERIENCE

Post your new record on your wall

Give us the feedback

Feel that we care

WHAT IS THE BEST WAY TO ASK FOR FEEDBACK?

Goals: To compare and choose a method of gathering customer real-time feedback To capture feedback and take actions based on the feedback

Preparation: Dedicated extension development in Communicator 2.0 Survey questions preparation

Humorous way Standard way

Channels: USSD – first level SMS message that opens a communication session with a

user. This is free of charge for them but interaction must be done immediately. IVR – interactive voice response – like a calling service with questions where

you answer by pressing the buttons on the phone. SMS – text messages which cost a user standard rate within their tariff plan.

PERCENTAGE OF POSITIVE FEEDBACK - 99,9%

No. of customers asked to participate: 92 429

No. of completed surveys received: 1774

Overall satisfaction rate 8,56/9

No. of times customers used the following words: 401 x SUPER

400 x OK

83 x : )

29 x GIT (nice stuff)

27 x ;)

14 x polecam (recommend)

„100% professionals :-) „

„Cool communication ;)”

„mega positive surprise :)”

„You are guys just awesome!:) „

„All is just cool, fuck the others :D”

„I am in heaven!”

BEST MIRAGE BETWEEN RESPONSE RATE, COSTS AND ACCEPTANCE GIVES US SMS.

90629 600 1200

0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000

USSD SMS IVR

Surveys sent

3493 591

1043

0 500 1000 1500 2000 2500 3000 3500 4000

US… SMS IVR

Surveys delivered

1365 124

321

0 200 400 600 800 1000 1200 1400 1600

US… SMS IVR

Surveys (completed) received from the customers

Cost per reply Euro

IVR 0,5

SMS 0,2

USSD 0,22

Response rate %

IVR 25,6

SMS 12,8

USSD 1,7

IMPRESS – THE CHEAPEST WAY TO WIN NEW

SERVICE AMBASSADORS

CUSTOMER EXPERIENCE INDEX

SPEED

SAFE

SIMPLE 5

6

7

WOW 7

CE m a t r i x

Meets needs

Easy

Enjoyable

107 CHECK POINTS ARE EVALUATED IN THE FOLLOWING CATHEGORIES: Parcel locker locations Parcel locker physical conditions

1 - unacceptable processes, tasks flow, errors, no access etc.

2 - below expectations, some problems might be annoying for a customer

3 - it meets needs but a bit below what you would expect from our competitor

4 - it is what customer would expect from us not knowing how keen we are about

creating unique customer experience

5 - a bit above it but might not be recognized by a customer

6 - it will be recognized by customer as extraordinary

7 - it is just an amazing experience; you have goose bumps experiencing it

RANKING DEFINITION OF CUSTOMERS EXPERIENCE

Safety Marketing Customer Processes

ITCIN11844

ITMIL11996 ITGAL17195 ITMIL11802

IMPROVED CUSTOMER SATISFACTION

of e-shoppers who use the parcel

lockers would be more likely to use

an online retailer which offered it in

its delivery service1.

1 Research conducted in Ireland

80%

CONVENIENCE

IT’S EASY TO SELL IN POLAND

7 500 new customers a week

0,02% churn rate per month

0 euro investment on direct acquisition

INTEGRATIONS

5760 50+ a week

UPSELL WHEN

YOU PICK UP

22 out of

24

Baltic States

Russia Chile

Ireland

TODAY WE HAVE THE BIGGEST NETWORK IN THE WORLD, TOMORROW WE’LL BE GLOBAL

Australia

Slovakia Ukraine

UK

We plan to deploy 16 000 lockers till 2016 in Europe

NET PROMOTER SCORE

According to online shoppers, there is no better dispatch company than InPost Parcel Lockers. NPS (Net Promoter Score = % of positive opinions - % of negative opinions) Source:

http://www.opineo.pl/opinie

InPost Parcel Lockers 91% UPS 86% DHL 84% PP 56%

0 20 40 60 80 100

Satisfaction

Loyalty

Apostols 84%

Hostages 11%

Hired guns 5%

Terrorists 1%

MRR

MARKET RESISTENCE RATIO OF INPOST

37

00,4

PROJECT: 11-19.02.14

METHOD: Phone interview assisted with computers (CATI)

POPULATION: InPost Parcel Lockers Clients

GROUP: Reprezsentative, by chance, of 600. Max. error of 4%.

THE STRONGEST VALUES?

http://experiencematters.wordpress.com/tag/radio-shack/

24/7 availability of InPost Parcel Lockers

meets my needs 93% definitely YES

Style of communications between the Lockers and clients - e-mails, sms, time counting

91% definitely yes

39

40

*Source: IBM Center For Applied Insights. October 2011. The potential benefits above are modeled using publically and privately available data. These potential benefits reflect a

relative result based on a specific set of data and assumptions. Therefore, potential benefits will vary by enterprise and are not guaranteed.

CAPTURE ECONOMIC VALUE

FROM EACH OF THE

COMPETENCIES.

21%

40%

21%

Profit from increased

revenue

Improved margins Reduced

inventory

Increased SG&A

efficiency

Reduced marketing

expense

9%

9%

Annual economic benefits by value driver Illustrative $25B soft-line Retailer*

(40.5% GM, 5% Op Margin)

7% improved customer

experience

5% improved brand image

1% improved

employee satisfaction

TAKE AWAY Integrity in all what you do – also in researching

Go to extremes or you will not be recognized

Don’t wait for a big systems act now

Experience starts at the parking lot

Be a customer of your own service – stay a

human - people have enough of strangers

around

Get management buy in

Use the power of love

WE KEEP IT

SIMPLE

GET IN TOUCH, LET’S HAVE A GOOD GERMAN BEER TOGHETHER

JPOWALKA@INPOST.PL

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW