4. THE EXPERIENCE FACTOR
THE STRONGEST
CONNECTIONS
WITH A BRAND ARE
BUILT
THROUGH
EMOTIONAL
BONDS
Brand experiences
5. THE EXPERIENCE FACTOR
THE STRONGEST
CONNECTIONS
WITH A BRAND ARE
BUILT
THROUGH
EMOTIONAL
BONDS
Brand experiences
EMOTIONAL
BONDS ONLY
DEVELOP
THROUGH
POWERFUL
EXPERIENCES
7. THE GOOD NEWS...
81%
Brand experiences
OF CUSTOMERS ARE READY
TO PAY MORE FOR A BETTER
CUSTOMER EXPERIENCE
8. THE GOOD NEWS...
81%
70%
Brand experiences
OF CUSTOMERS ARE READY
TO PAY MORE FOR A BETTER
CUSTOMER EXPERIENCE
OF BUYING EXPERIENCES ARE
BASED ON HOW THE CUSTOMER
FEELS THEY ARE BEING TREATED
11. FACT
90%
USE MULTIPLE SCREENS
SEQUENTIALLY TO ACCOMPLISH
A TASK OVER TIME
98%
MOVE BETWEEN
DEVICES THAT SAME DAY
Brand experiences
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
12. MIND YOUR OMNICHANNEL CUSTOMERS
OMNI CHANNEL CUSTOMERS SPEND MORE
ACCORDING TO A DELOITTE STUDY,
OMNI-CHANNEL CUSTOMERS
SPEND 93% MORE PER
TRANSACTION THAN
CUSTOMERS THAT ONLY
SHOP ONLINE
Brand experiences
SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
13. MIND YOUR OMNICHANNEL CUSTOMERS
OMNI CHANNEL CUSTOMERS SPEND MORE
SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND
208% MORE PER
TRANSACTIONS THAN THOSE
THAT ONLY PURCHASE IN STORE
Brand experiences
SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
14. MIND YOUR OMNICHANNEL CUSTOMERS
OMNI CHANNEL CUSTOMERS SPEND MORE
SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO
ENGAGED WITH THE BRAND IN CERTAIN WAYS WERE MORE VALUABLE
THAN THOSE THAT DID NOT ENGAGE IN A PARTICULAR BEHAVIOR.
FOR EXAMPLE, CUSTOMERS WHO VISITED A RETAILER’S MOBILE
WEBSITE SPENT
59% MORE THAN CUSTOMERS
WHO DID NOT. CUSTOMERS
WHO LIKED A RETAILER ON
FACEBOOK SPENT 44% MORE
THAN CUSTOMERS WHO DID NOT
Brand experiences
SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
20. FOR A GREAT OMNICHANNEL EXPERIENCE...
01
CREATE COMPLEMENTARY EXPERIENCES
02
PROMOTE CONSISTENCY ACROSS CHANNELS
03
MATCH OFFER WITH CONTEXT
04
UTILIZE ECOSYSTEMS
05
HUMANIZE AND PERSONALIZE
Brand experiences
26. OPPORTUNITY
OPPORTUNITY
# 92
# 92
12:30 - 12:40
or
# 92
12:30
12:40
Pick the branch
digitally
Brand experiences
# 92
12:30
12:40
Get Q number
Follow
Q number
Get served
30. MAKE CONTENT ACCESSIBLE
PROVIDE CONSISTENT STRUCTURES
HONOR DEVICE SPECIFIC NEEDS
HARMONIZE VISUAL QUALITIES
Brand experiences
31. FACT
31%
OF ALL MOBILE SURFERS ARE
‘MOBILE-PRIMARY’ USERS
Brand experiences
Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013.
32. 02
PROMOTE CONSISTENCY ACROSS CHANNELS
TWITTER
PROVIDE
CONSISTENT
STRUCTURES
(INFORMATION
ARCHITECTURE)
Brand experiences
33. 02
PROMOTE CONSISTENCY ACROSS CHANNELS
Provide Consistency Between Channels
FITBIT
HONOR
DEVICE-SPECIFIC
NEEDS
Brand experiences
35. MATCH DEVICE WITH ACTIVITIES
PROVIDE CONTEXTUAL OFFERS
Brand experiences
36. 03 Match Offer with Context
MATCH OFFER WITH CONTEXT
Browse Recipes
Add Recipes to Shopping List
Shop with List
Scan Barcodes
for Recipes
Cook Away
Browse Recipes
ALLRECIPES
MATCH DEVICE
WITH ACTIVITIES
Brand experiences
37. 03
MATCHMatch Offer with Context
OFFER WITH CONTEXT
SIMPLE BANK
PROVIDE
CONTEXTUAL
OFFERS
Brand experiences
44. HUMANIZE THE DIGITAL
ONE FACE FOR ALL
REMOTE ACCESS TO ADVICE
ENGAGING INFORMATION FORMAT
PERSONALIZED ADVICE
Brand experiences
45. FACT
WHAT IF
BRANCHES ARE REPLACED
BY ALL VIRTUAL BRANCHES
25%
22%
WOULD NOT BE HAPPY
BUT WOULD KEEP
THE SAME DEPOSIT
Brand experiences
7%
WOULD NOT BE HAPPY
AND WOULD
REDUCE DEPOSITS
WOULD SWITCH BANKS
Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
46. FACT
FACT
3
AVERAGE
Average number of visits per month
NUMBER OF VISITS PER MONTH
BY Aby a tech savvy customer
TECH SAVVY CUSTOMER
Brand experiences
Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.
54. LOOK & FEEL
BENEFITS
BOTH FUNCTIONAL
AND EMOTIONAL.
THE REASONS YOUR
TARGET CUSTOMERS
SHOULD CHOOSE
YOUR BRAND
COMPETITION
ALTERNATIVE BRAND
CHOICES AVAILABLE
IN THE MARKETPLACE
INSIGHT
TARGET
WHY YOUR
BRAND MEETS
THE NEEDS OF
YOUR TARGET
CUSTOMER
BRAND
DNA
THE PEOPLE YOU
WANT TO CHOOSE
YOUR BRAND
AS DEFINED BY
DEMOGRAPHICS,
SOCIO-ECONOMICS,
ATTITUDE, ETC.
DISTILLATION
OF YOUR BRAND
POSITIONING
INTO ONE CLEAR
DEFINING
THOUGHT
BRAND VALUES
WHAT YOUR BRAND
TRULY STANDS FOR
AND BELIEVES IN.
YOUR BRANDS POINT
OF VIEW
PERSONALITY
HOW YOUR BRAND
EXPRESSES ITSELF,
BEHAVES AND TALKS
TO YOUR TARGET
CUSTOMERS
TONE OF VOICE
REASONS TO
BELIEVE
THE PROOF YOUR
BRAND GIVES TO
SUBSTANTIATE YOUR
POSITIONING
Brand experiences
ESSENCE
WHY YOUR
BRAND MEETS
THE NEEDS OF
YOUR TARGET
CUSTOMER
HOW YOUR BRAND
EXPRESSES ITSELF,
BEHAVES AND TALKS
TO YOUR TARGET
CUSTOMERS
58. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
Brand experiences
59. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
02
PICK REPRESENTATIVE ANTAGONISTS
Brand experiences
60. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
02
PICK REPRESENTATIVE ANTAGONISTS
03
RUN SCENARIOS
Brand experiences
61. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
01
GENERATE SCENARIOS BASED ON FREQUENT TASKS
02
PICK REPRESENTATIVE ANTAGONISTS
03
RUN SCENARIOS
04
DOCUMENT THE JOURNEY
Brand experiences
62. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS
Branch
Bank Website
Online Banking
Call Center
Customer Care
Brand experiences
63. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
64. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
65. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
66. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
67. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
68. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
69. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
70. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
71. AWARENESS
MARKETING
ENGAGEMENT & EVENTS
WORD OF MOUTH
ATTRACT
LOCATION
FASCIA & WINDOWS
URL
ADVOCACY
RECOMMENDATION
BRAND LOYALTY
MEMBERSHIP
CUSTOMER
JOURNEY
PURCHASE
WELCOME
OPENING TIMES
HOME PAGE
ORIENTATION
PURCHASE PROCESS
ENGAGEMENT
GOODBYE MESSAGE
CUSTOMER FLOW
NAVIGATION
VISTAS
INTERACTION
BROWSING
INSPIRATION
PRODUCT INFORMATION
PROMOTIONS
Brand experiences
THRESHOLD
SEARCH
MERCHANDISING
ADJACENCIES & PROMPTS
81. WE CREATE 360° BRAND EXPERIENCES
THAT DELIGHT CUSTOMERS,
BUILD BRAND ADVOCACY AND DRIVE
BUSINESS PERFORMANCE.
WE ARE I-AM.
ERDEM DEMIR, PHD
JON BLAKENEY
VISIT US ON
erdem@i-amistanbul.com.tr
jon@i-amonline.com
www.i-amistanbul.com.tr
@iamistanbul
Brand experiences
THANK YOU