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Seamless Customer Experience Management.
Ruben SpekleSolution ArchitectCapgemini
2© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
3© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
4© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
5© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
6© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
7© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
8© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
10© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Research finding: sustainable success requires more than ‘doing a bunch of digital initiatives’ – you need to organise for it
11© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
What we found: Digital Transformation and Business Performance go hand in hand
Digital Maturity Model Revenue Generation
-11% +26%
-24% +9%
Profitability Market Valuation
+6% +9%
-4% -10%
-12% +12%
-7% +7%
Transformation Intensity
Dig
ital I
nten
sity
BEGINNERS
FASHIONISTAS
CONSERVATIVES
DIGIRATI
12© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
And by-the-way: Some industries are more mature than others…
Banking
Consumer Packaged Goods
Insurance
Manufacturing
Pharmaceuticals
Retail
High Technology
Telecoms
Travel and hospitality
Utilities
Average industry maturity:
Telcos• Fast to launch digital initiatives• Need to integrate and align initiatives
across silos Retailers• Strong in social and mobile• Need to focus on cross-channel
consistency, worker enablement and analytics
Manufacturers• See less opportunity / threat in digital
transformation• Need a transformative digital vision and
the leadership drive to develop impetus
Insurers• Strong digital governance
capabilities, but• Regulatory worries and a risk-
averse culture
13© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Organisations can benefit from the synergetic convergence of physical and digital
+ =Sustainable
Profit ↑
Sustainable Revenue ↑
Sustainable Cost ↓
Store Conversion↑
Digital Channel
Conversion↑
Customer Satisfaction
(NPS) ↑
Fulfilment Cost ↓
IT Cost ↓
Channel Cost ↓
14© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
But: there is no ‘one-type’ of digital shoppers - it’s important to understand different types of Digital Shopping Behavior
4. Rational Online Shoppers 5. Digital Shopaholics 6. Social Digital Shoppers
1. Techno-Shy Shoppers 2. Value Seekers 3. Occasional Online Shoppers
Source: Capgemini, Digital Shopper Relevancy, 2012
15© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
It’s all about organising yourself around your customer
16© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Why do shoppers make the choices that they make, and how is this changing because of digital channels ?
17© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Access Experience Price Product Service
Friendly and clean store
Easy to reach stores
Easy to navigate stores
Compelling promotions
Freshness/ Quality
Maximum opening hours
Availability (no stock-outs)
No damaged goods in store
Inspirational Atmosphere
Customer Service
Complaints handling /
return policy
Loyalty program
Wide and deep assortment
Competitive pricing
Traditional RelevancyCriteria for Physical Channels
“Better Stuff, Better
Life”
“Making it Easy for
You”
“Lowering Your costs “
“All About Your
Experience”
“Whatever it takes for
You”
Dynamic Pricing
Mobile in-store Shopping support
Advanced / visualized product
information and (usage) advice
Product Comparison
e-Commerce (mobile, social,
web)
Flexible delivery-options ( home,
store-pick-up etc.)
Personalized Pricing
Additional RelevancyCriteria forDigital Channels
Personalized offers
Technology-enabled staff –support in-store
Interactive service via digital channels (e.g. click-to-chat,
social media)
Wider and deeper assortment
Solution Pricing
Inspirational Content
Community engagements
(share experiences)
Social Shopping
Location-based pricing
Price Comparison
Illustrative
Digital Shopper Relevancy is about understanding shopper needs and perceptions across 5 Key Attributes
18© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
How can you be most relevant to digital shoppers?
Successful companies dominate on one attribute, differentiate on a second and compete at parity on the remaining three
Access Experience Price Product Service
4
3 3
5
3
2. Differentiate on a compatible value attribute
3. Maintain parity on others
1. Dominate on one value attribute
Illustrative
19© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Example: Burberry
Access Experience Price Product Service
3
5
3 3
4
Differentiate on SERVICE
On par with competition on the rest
Dominate on EXPERIENCE
20© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Interactive New Website Dynamic audiovisual content to engage,
entertain, and interact with customers Online luxury shopping experience through
personalized customer service Click to Chat and Click to Call in real time
Live-Streaming Live streaming of fashion shows directly to flagship
stores Streaming of shows in 3D in five countries Autumn/Winter 2011 womenswear show
on the video screens in Piccadilly Circus
Digital Stores In-store Retail Theatre technology for
unrivalled audiovisual experience for customers in stores
iPads introduced in selected stores globally
Consistent messages to customers across all mediums
Social Media Campaigns Youtube and Facebook campaigns for
Burberry Body fragrance Own social-media site,
artofthetrench.com Brand promotion on
Chinese social media sites Country-specific Twitter accounts
8.7 million Facebook fans and nearly 600,000 twitter followers
More than 11 million page views on the groups social media site artofthetrench.com
1 1
11% growth in store sales can be attributed in large part to ongoing investment in multi-channel customer engagement
22
Spring/Summer 2011 women’s-wear show, watched by over one million people across more than 180 countries3
3
4
250,000 signed up to receive free samples of Burberry Body
4
Client Example: Burberry B2C & B2B
21© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Our value proposition: transforming businesses to deliver a seamless & relevant customer or citizen experience across all touchpoints
Capgemini’s All-Channel Experience delivers improved consumer insights, differentiated consumer engagement, increased loyalty, higher sales-conversion, more profit and ultimately: business continuity!
Customers are not loyal to a single channel but to an experience across channels !
All-Channel Consulting Services(eg. ACE strategy, Customer journeys & experience, CRM / digital marketing, Digital Transformation)
All-Channel IT Services(eg. Solution Architecture Leadership, Cloud Services orchestration, Mobile Platforms, Agile, Big Data)
All-Channel Managed Services(eg. Social Media engagement, Digital AssetManagement, Consumer Insights)
Our client’s proposition Capgemini’s Service proposition
Strong Credentials & Experience
Tier One Alliance Partners
22© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
People Process
Technology
Managing involved and
motivated staff with relevant performance
rewards
Orchestrating dynamic, front-end IT solutions integrated with a cost-
effective , reliable IT foundation
Managing streamlined and
customer-focussed ways of working
across the company
And to do it well, it is complex… new and integrated Business and IT Capabilities
Customer
Managing a personal and relevant dialogue with individual customers
Content
Managing high-quality and rich inspirational
content across all channels and touchpoints
Single View of DataUsing the same set of realtime (internal and external) data for all strategic, tactical and operational activities
Demand Driven Business Operations
Customer Channel Proposition: case for changeSeamless convergence of physical and digital channels offering a relevant and personalised experience across all relevant touchpoints
Commerce
Managing maximised sales conversion leveraging
optimal merchandising and pricing across all
channels
Fulfilment
Efficiently delivering the orders across all
channels at the location and time your
customers prefer
Performance
Optimising the performance of your
business across all channels
23© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
The Business and IT Capabilities that enable a full All-Channel Experience in a closer look
Compelling Case for Change
Customer Management
Content Management
Commerce Management
Fulfillment Management
Finance & Performance Management
Cross Channel Service Management
Integrated Marketing & Campaign
Management
Web Content Management
Digital Asset Management
Business Proposition Development
Innovation, Vision and Roadmap
Business Case Development
e/s/m commerce
Merchandising Management
Pricing & Promotion Management
Order Orchestration
Transport and Delivery management
Payment / Fraud / FX Management
Finance – Allocation and KPI’s
Social Media Engagement
Warehouse Mgt / 3rd Party Mgt / DSV Mgt
Single View of Data
Insight & AnalyticsBig Data and Warehouse
Integration & OrchestrationStandards based
IntegrationBusiness Process
Orchestration
24© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
How Capgemini and Oracle make All-Channel Experience reality Our joint OCommerce proposition
Compelling Case for Change
Customer Management
Content Management
Commerce Management
Fulfillment Management
Finance & Performance Management
Cross Channel Service Management
Integrated Marketing & Campaign
Management
Web Content Management
Digital Asset Management
Business Proposition Development
Innovation, Vision and Roadmap
Business Case Development
e/s/m commerce
Merchandising Management
Pricing & Promotion Management
Order Orchestration
Transport and Delivery management
Payment / Fraud / FX Management
Finance – Allocation and KPI’s
Social Media Engagement
Warehouse Mgt / 3rd Party Mgt / DSV Mgt
Single View of Data
Insight & AnalyticsBig Data and Warehouse
Integration & Orchestration
ELOQUA
Standards based Integration
Business Process Orchestration BPM SUITE
DOO
FUSION APPLICATIONS
VITRUE
25© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
26© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
27© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
RESULTS: 1.5 years time savings and $4 million implementation cost savings over alternative approach Better insight on regional sales performance Higher profit margins
RESULTS: Pop-up advertising increased by 45% Site stickiness increased by 8%, with a 3.5 million hour increase in sessions and ad viewing Over 830 million questions asked by users in the past year with 3 billion results presented
28© 2012 Capgemini. All rights reserved.
OCommerce: Marketing & Comms Plan | January 2013
• 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition (Source: Peppers & Rogers Group)
• 86% of consumers have quit doing business with a company because of bad customer experience.(Harris Ineteractive, Customer Experience Impact Report)
•It takes 12 Postitive service experiences to make up for one negative experience (Understanding customers by Ruby Newell Legner)
29© 2013 Capgemini. All rights reserved.
All-Channel Customer Experience Event | Lisbon | 4 July 2013
Further information? Please reach out!
Ruben Spekle(Oracle) Solution Architect
Capgemini
http://www.linkedin.com/in/rubenspekle
twitter.com/ruben_spekle
www.capgemini.com
The information contained in this presentation is proprietary.© 2012 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.
About Capgemini
With more than 120,000 people in 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2011 global revenues of EUR 9.7 billion.Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model.