- Customer centricity, loyalty, and experience will be key determinants of long-term business success going forward as customer expectations change - Younger generations like Millennials prioritize attention, continuous feedback, and understanding of their needs over traditional loyalty programs - To attract and retain customers, companies need to focus on the "why" - their core purpose and beliefs - and build communication and processes around that using agile, human-centric approaches emphasizing continuous innovation - Those who do not change and adapt risk losing customers and falling behind competitors in today's rapidly changing environment

1. Success of the future
with the customers

2. Customer handling
My experience in most case is negative.
Is the
customer
not
important?

3. It does not matter
what I want.
Bored people.
If I have a problem
no one help.

4. Wanted to find out
what is it all about
so made some
research.
Found that many
people around me
have similar
experience.
Or even worse...

5. Looks like the
attitude
is the problem.

6. I believe
that together we can
change
approach
to create customer
loyalty and increase
profit.

7. Loyalty = profit
customer loyalty only
means this at many
companies:
…OK we know this but…

8. Though a loyal customer means this:
Happy and share their experience

10. Ok but what shall we concentrate on?
Attract or retain ?

11. while customer retention and
customer experience will be the
determining factor.
To ensure long-
term success
attraction gets
less emphasis,

12. CMOs are planning to increase their
spending across every stage of the buyer
journey over the next two years by an
average of 50%.
IBM, CMO Club survey 2015
We are already
heading
this direction.

13. +
=
Loyalty
Customer retention
Customer centricity

14. How effective loyalty can be?
70% of Millennials saying they
always come back to brands they
love.
70% seems big enough…

15. What does customer centricity
mean today?
How is it different than before?

16. Generations before the end 1970’s were
seeking for stability.
(The Greatest gen., Baby boomers, and large part of X gen)
Acceptance | traditional products or services.
Looking for sales expertise when buying something new.
Only change when
it is unavoidable.
Long term safety
is the most important
for them.

17. End of X gen and Y gen (between 1980 and 1995)
“Thanks, I know it myself” J
Freedom
Internet
Prompt feedback
Continuous
pulse
Different from
the usual

18. Millennials are so different with different needs.
Why the changes of generations are important?
...and we
are many

19. By 2025 Millennials will become 75% of the workforce.
They are the customers of tomorrow – the largest
generation ever.
(Forbes)

20. It’s estimated they’ll be spending
$200 billion annually by 2017.
$10 trillion over their lifetimes as consumers in
the U.S. alone.
kityarow.com

21. Millennials are
human centric.
Searching for solutions
rather than products

22. Not the loyalty card is their expectation
But paying attention, answers and reactions.

23. It is not only generations have changed.
The communication, internet and mobile usage, life
goals and also buying habits have changed.

24. Let’s be brave and innovative.
We need to concentrate on the
customer.
“Listen to customers, but don’t believe them;
Jorge Barabecome them.”

25. Customer centric companies
are 60% more profitable.
Deloitte&Touche

26. customer expectations formed before buying.
Good examples are the luxury products there is a
high level of expectation from customers.
Remember that all customers are the same:
they expect attention and the
understanding of their needs / issues.
However an important fact is that

27. Emotion always has
influence on decisions.
We can achieve successful effect on it with appropriate
customer interaction processes – even from the
first moment.

28. People feel at first and than think.
This is why it is necessary to sell feelings and
solutions and not selling just products.
This is totally incomprehensible.
What does it mean?

29. Can you tell WHY are you selling that
certain product or service?
It is easy to find out what and even how.
What we believe in is the “WHY” and this is what
our customer will believe in.

30. If we start with “what” it will have an effect on
rational thinking and not on feelings.
“I am an advisor and can help you to make your
company better. I am very good. Interested?”
Probably not J

31. If we start from emotional aspect we have already
made our thoughts more interesting:
WHY:
I believe I can bring innovative change
to the lives of others.
HOW:
With attention, continuous presence, and
credibility.
WHAT:
Supporting companies to reach customer
and employee loyalty by using
innovation.

32. Let’s find the “why” and build communication and
processes around it.
Customers will believe in what you believe.

33. OK we have the “why”.
What process we can use to
achieve the common vision in a company?
Use agile approach.

34. The three main pillar of agile approach:
1. Humans are in the center
2. Change is continuous
3. Cooperation

35. Agile customer experience process example
1. Identification of
customer expectations
6. Continuous 2. Brainstorming
feedback & testing
5. Test and 3. Set ideas to be
implementation implemented
4. Development and
continuous iteration

36. 87% of companies said
adopting agile
to be more customer centric
has helped them to make more money,
Agile thinking in numbers:
Forbes
80% of business said it
delivered a better, more
relevant end product.

37. Agile is being adopted everywhere:
Less meeting
More responsibility
More efficient communication
Agile approach in everyday use:
Forbes
Increase in
employee and
customer
satisfaction

38. what happens if we do not change?
This all sounds great but

39. Situation is similar to a relationship…
If we pay attention to other’s needs
every day do something little for them,
continuously „innovate” and „interate”
than happiness
and long term
success is
guaranteed.
But if we concentrate only
on our goals we will achieve
only dissatisfaction.

40. We have no
time to waste.
Collect all necessary information analyze them and
start innovation...
…or wait for the perfect. Maybe will arrive J

41. The main competitve advantage in the future will be
the customer experience and customer satisfaction
...or we can run after the client J

42. We have to use the advante of innovation as our
competitors will use it.
Be among the first ones.

43. If you liked what you read,
If you would like to comment,
If you have question – please contact me J
Krisztina Varsányi
krisztina.varsanyi@rotundus.hu
Twitter @VarsanyiK
If I can help you in innovation,