Saying you are customer centric is easy, however, delivering a truly outstanding customer experience requires more than marketing fluff. This presentation will explore the topic of Customer Experience and what it means to your customers and your enterprise in today’s competitive landscape.
1. One Customer. One Experience. One Enterprise
Customer Experience Management
SAP 360 Customer Forum
Nicholas Kontopoulos | Senior Global Marketing Director
8th of March, 2013 | Hong Kong
11. The Impact that the
Digital Customerlook
at
the
imapct
that
the
age
By
taking
a
of
the
“Digital
Customer”
is
having
on n
your
is having o the
businesses
Enterprise
36. History Lesson on Management 1.0
1890:
90% of the then developed world worked
in agriculture & the average manufacturing
firm employed 4 employees.
1915:
Ford was making a ½ million cars and
US Steel was the first company in history to
Turnover $1b a year.
37. History Lesson on Management 1.0
1920:
By this time most of the tools for modern
management have been created:
Pay for Performance
Capital Budgeting
Task Design
Divisionalization
Brand Management
Since then the way we manage has hardly
changed.
41. We need to rethink our marketing and sales
strategies. Lets start with binning the concept of..
a go-to-market strategy
and replace it with…
a go-to-customer strategy.
43. Just
because
you
have
customers
doesn't
mean
you're
Customer Centric
44. The “value added” for most any
company, tiny or enormous,
comes from the quality of the
experience provided.”
– Tom Peters
45. Customer-Intimacy: Key CEO Focus
Top focus areas in next five years
Source: 2010 IBM Global CEO Study: Capitalizing on Complexity
46. Customer Experience: "The
customer's
percepCons
and
related
feelings
caused
by
the
one-‐off
and
cumulaCve
effect
of
interacCons
with
a
supplier's
employees,
systems,
channels
or
products.“
Source:
Gartner
47. “Or,
the
aggregated memories of
every
touch
a
customer
has
with
your
company”
48. Customer Experience Management:
“The
pracCce
of
designing
and
reacCng
to
customer
interacCons
to
meet
or
exceed
customer
expectaCons
to
increase
customer
saCsfacCon,
loyalty
and
advocacy”
Source: Gartner
49. “Or,
delivering
a
consistent customer
experience across
the
enCre
enterprise”
53. Every sales has five basic
obstacles: no need, no money,
no hurry, no desire, and
no trust.”
– Zig Ziglar
54. the
reality
is
customers
have
never
had
a
greater
choice
of
vendors
to
select
from.
55. “Its now your
obligation to
study how, where & why
customers are connecting
and how they’re making and
influencing decisions”
Who said it?: Brian Solis
56. “It takes a mere 5% of
“Informed individuals” to
influence the direction of a
crowd of up to two hundred
people.”
Professor Jens Krause, Leeds University
57. “Respondents time after
time end up concluding that
they lead the group – even
though they were lead by
others”
Professor Jens Krause, Leeds University
58. People make decisions based…
on the shared experiences of others.
63. Quick-fire questions to
consider.
?
Who
are
we
and
who
do
we
want
to
be?
How
do
our
customers
perceive
us
today
and
how
do
we
want
them
to
view
us
tomorrow?
What
are
the
most
influenCal
drivers
of
the
sales
experience?
64. Quick-fire questions to
consider.
?
Do
we
know
who
our
most
valuable
customers
are?
Are
we
able
to
spot
changes
in
purchasing
behaviour?
What
acCons
are
your
sellers
doing
which
may
result
in
a
negaCve
sales
impact?
65. 7
Steps
to
get started with
CEM
§ Build
a
cross-‐funcConal
work
team
Where to start?
§ Define
key
elements
of
a
strategy
§ Map
the
customer
journey
§ Consolidate
customer
data
collecCon/VoC
§ Create
a
governance
mechanism
§ Map
the
customer
experience
ecosystem
§ Select
Projects
that
build
momentum
Source: 1to1 Media 7 Steps to Get Started With Customer Experience
78. Avoid
becoming
one
of
these
staCsCcs
by
rethinking
your
CRM
strategy
§ 25%
of
firms
reported
that
poorly
defined
business
requirements
having
a
negaCve
impact
on
projects
§ 48%
surveyed
admiged
they
suffered
technical/integraCon
difficulCes
§ 31%
of
firms
reported
that
poor
business
process
design
accounted
for
project
failures
§ 21%
of
businesses
stated
the
need
to
customise
CRM
Source: Computer Weekly.com – Forrester: rethink your CRM strategy
91. Can Marketing Lift Stock Prices?
Used analytics to determine
“Customer lifetime value”
5 years of data was crunched for two
Fortune 1,000 companies (B2B & B2C).
9 month field experiment using specific
marketing strategies based on the
“customer lifetime value” of each
customer or customer segment.
90% of both companies profits were
being generated by 20% of their clients.
92. Can Marketing Lift Stock Prices?
B2B company stock increased
33% nine months after experiment.
Top 3 competitors stock increased 12%.
B2C company stock increased 58%
nine months after experiment. The top
3 competitors stock increased 15%.
95. Facebook
More than 1 billion active users
Twitter
More than 200 million active users
Average user has 130 friends
Search queries per day 800,000
700 billion minutes spent per month
65 million tweets a day
Youtube
More than 2 billion views per day
24 hours of video uploaded every minute
Each user spends 15 minutes per day
What Organizations think of Social Media?
Social Media is Real but Overwhelming!
96. Few Businesses Have Adjusted Their Social Media Strategy
Businesses either don’t or cannot respond to customers in a timely manner
98. 90% of
word-‐of-‐mouth
conversaCons
about
brands
take
place
offline…
primarily face-‐to-‐face,
in
people’s
homes
and
offices,
in
restaurants
and
stores,
really…
anywhere people
congregate.
Source: KellerFayGroup
105. 2012: 327M U.S.
mobile phones
2015: mobile
phones primary
computing device
2013: mobile phones
have taken over PC as
preferred device to
access the internet
We are now living in an
always on, connected world
107. The number of mobile workers
isgrowing faster
than the overall workforce.”
User Survey Analysis: Remote Worker Communications Applications and Services, Worldwide
112. Nicholas, sounds great in
theory, but who’s transformed
their go-to-customer strategy
successfully?
113. CEMEX CEM strategy delivered real tangible
results to its customers and shareholders:
n 99.9% accuracy on order-entry transactions
n 99% cement delivery record with no service issues
n 30% ROI based on efficiency improvements and
incremental sales
n 29% more volume with the same headcount in
customer care center – Reduced Operating Costs
n Increased customer satisfaction
Ven Bontha, n Increase revenues - delivering sustained growth for
Director – Customer Experience, shareholders
CEMEX USA
116. Change is the biggest obstacle
But, change has now changed,
it is now…
Ever surprising
Unrelenting
Unforgiving
Only going to get faster &
faster & faster…
125. Customer Intimacy
Everything begins & ends with
your customer.
1 It all starts with passion & purpose
2 It’s now the age of the Digital Customer
3 Time for a new Strategy
4 Avoid making the same mistakes
5 Innovate at the cold face
126. Choosing to Ignore Your Customers is Not a Solution
Customers
have
Virtual
Megaphones
to
Broadcast
Their
Dissa9sfac9on
“The company’s attempt at
recovery should be swift and its
apology perceived as sincere,
[but] Timing is everything!” †
MIT SMR “When Unhappy Customers Strike Back on the Internet” Jan 2011
127. Vision
Customer
Journey
Core team
Platforms Intimacy