COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 1

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 2

Ap

pro

ac

h

Re

me

mb

er

Ad

Customer Experience From the Customer’s Perspective

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 3

Customer IMPACT Agenda Treat different customer's differently

Ad

Touchpoints

Remember Purchase Delivery Usage Support Possibilities Decision Approach Need

Execution

Organization Processes Information Technology

Touchpoint

Interaction Type Ignore Monitor Participate Activate ConTrol

Strategy. Execution. Results.

4 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Customer Decision Cycles

Strategy. Execution. Results.

5 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Smell

Taste Touch

Hear

See

IMPACT ensures a Memorable Experience

6 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Touchpoints and Information Exchange

Strategy. Execution. Results.

7 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Download Whitepaper „paid with“ Information

First Name

Last Name

Email Address

Confirm Email Address

Company

Title

Job Function

Industry

Job Level

Revenue

Address

Address 2

Country

Zip Code

City

State

Phone

Yes, send me information on the

latest news and Information and

from you and your partners

Subscribe to the Newsletter, our

weekly publication

Yes, pass my information

to Relevant Partners

Favorite Color

Shoe Size

Favorite Food

Favorite Holiday

Automobile

Partner Name

Home Owner?

Income Range

Children

Debt

Religion

Transaction History

Race

Medical Conditions

Hygiene/Cleanliness

Sexual Preferences

Strategy. Execution. Results.

8 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

We Value Personal Information

Least

Private Most

Private

Most

Private Personal Facts Personal Preferences

Strategy. Execution. Results.

9 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

The ability to manage what happens with your private information

Personal Information Value

Control Sell Forbid

http://online.wsj.com/article/SB10001424052748703529004576160764037920274.htm

Strategy. Execution. Results.

10 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Reciprocity:

Latin: Reciprocus

The practice of

exchanging things

with others

for mutual benefit

“Give to Get “

“Tit for Tat“

Strategy. Execution. Results.

11 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Information

Reciprocity

12 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Receive

13 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Receive

Recommendation / Market Basket Engine

Open Source: KNIME.COM

14 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Select

15 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Filter

16 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Exchange

17 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Exchange

18 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

E-purchase

19 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Convert

Kudos

Thumbs Up

MVP

Ace Expert

Ideas

Etc……

Great news! 1,709 travelers have read your reviews* Trouble viewing this e-mail? View it as a web page

Hotels | Flights | Restaurants | Vacation Rentals | Trip Ideas

Someone's been reading your reviews September 2011

Your opinions have made a real difference. Thank you!

Your recent reviews

REVIEW TOTAL READERS* HELPFUL VOTES DATE

Hotel Alpina Luzern 639 3 November, 2010

Hilton Park Munich 602 0 November, 2010

Europa House Hotel 142 0 November, 2010

Hotel Club i Pini 107 2 June, 2011

Fenice Hotel 74 0 June, 2011

Hotel Zum Schiff 61 0 June, 2011

Bloomfield House 56 0 November, 2010

Hopping Hare 28 0 June, 2011

Review another place

Your readers

40% of your readers are in

United States

17% of your readers are in

United Kingdom

10% of your readers are in

Germany

33% of your readers are in other

countries

About you

MEMBER NAME Heidelbergredwoods

MEMBER SINCE January 21, 2007

LOCATION Lucca

TOTAL REVIEWS 14

BADGE LEVEL Write 7 more rev iews

to earn your next badge

Contributor

TOTAL READERS* 1,709

TOTAL HELPFUL VOTES 8

Update your info

*"Total readers" includes everyone who has seen your TripAdvisor reviews during the past 12 months.

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 20

Convert

From Call Centre to Crowd Sourcing….

Strategy. Execution. Results.

21 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Swisscom:

600k Sessions per month

96% Aswered

40% TopUser

5000 entries

2500 hours

52000 Facebook Fans

Support Channel

1062 Twitter Follower

Notify Channel

Youtube

Installation

Fast Response: Twitter, Facebook

Self Help: Community, Facebook

Notify Channel: Twitter

Installation: Youtube

22 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Divulge

23 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Reciprocity: Give to Get

24 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Strategy. Execution. Results.

25 COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED.

Touchpoint Choreography

Targeted Customers

Needs

Decision Cycle

Touchpoints

Interaction Impact

Give to Get

Choreography

Dance Choreography

Delight

COPYRIGHT © Phil Winters 2011. ALL RIGHTS PROTECTED AND RESERVED. 26

Give to Get

The new White Paper

Courtesy of DRI

phil.winters@CIAgenda.com