Date post: | 20-Jan-2017 |
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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
How do these photos make you feel?
Source: http://www.dukeandduchessofcambridge.org
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
Source: GlobalWebIndex, Q4 2015
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
Source: GlobalWebIndex, Q4 2015
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.
Source: Accenture b2b customer experience survey
45% of B2B executives said their cx management budgets have increased significantly in the
past fiscal year.
Source: Accenture b2b customer experience survey
So What is the driving force behind b2b executives focus on
cx?
Source: Accenture b2b customer experience survey
The biggest factor is how customers themselves have
changed over time.
Source: Accenture b2b customer experience survey
75% of executives said changes in customer behaviors and
attitudes have a major impact on their sales and service
efforts…
Source: Accenture b2b customer experience survey
…particularly customers higher expectations for
tailored solutions.
Source: Accenture b2b customer experience survey
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
Web
TV
CHANGEADDRESS
NETWORKISSUE
SETUPPHONE
RECEIVEPACKAGE
MISSINGITEM
TRACKORDER
BUYSHORT LIST
REFERFRIENDS
RECEIVEOFFER
RESTARTSERVICE
TERMINATESERVICE
PHONEDAMAGE
BILLINGISSUE
Social
Social
Social
Social
Retailstore
ContactCenter
Retailstore
Retailstore
ContactCenter
ContactCenter
ContactCenter
ContactCenter
Web-shop
Web-Shop
Web-shop
Supportportal
Supportportal
Word ofmouth
Word ofmouth
RESEARCH
Reviews
Brandedcommu-
nity
SearchKW/ADS
Web-Shop
Web
DISCOVERNEED
INTEREST
AWARENESS
DISCOVERY
CONSIDERTATION
CONSIDERATION
USE
USE
ADVOCACY
ADVOCACY
ACTION
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
leads
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 [email protected]@sap.com