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The Age of Customer Empowerment and its Impact on Brand Experience

  1. #QualtricsConverge The Age of Customer Empowerment and its Impact on Brand Experience Vicky Joshi, CX Design Director, KPMG Nunwood
  2. #QualtricsConverge 1 2 3 The age of customer empowerment Digital evolution – looking to the future Delivering excellent brand experiences
  3. #QualtricsConverge Driven by; Connected lives and smartphone usage Motivation to self-educate Access to credible, objective 3rd party references THE AGE OF CUSTOMER EMPOWERMENT Today’s ‘empowered customer’ sets the bar high and expects a much higher level of customer experience from brands
  4. #QualtricsConverge DIGITAL EVOLUTION 1992 SMS Messaging 1995 Yahoo Search Engine 1998 Google 2003 WordPress, MySpace 2004 Facebook 2005 YouTube 2006 Twitter 2007 iPhone, App Store 2010 iPad, Instagram 2011 Google+, Pinterest, Snapchat 2014 Mobile use surpasses desktop 2015 Wearables 2016 Internet of Things, mobile overtakes e-mail & social
  5. #QualtricsConverge CHANNEL Face to Face Print Online Mobile 3D Simulation Virtual Reality Augmented Reality RESEARCH & CREATE SHOPPING LIST COMPARE & SHORTLIST MAKE A DECISION 20 YEARS AGO BUYING A NEW CAR
  6. #QualtricsConverge CHANNEL Face to Face Print Online Mobile 3D Simulation Virtual Reality Augmented Reality RESEARCH & CREATE SHOPPING LIST COMPARE & SHORTLIST MAKE A DECISION 10 YEARS AGO BUYING A NEW CAR
  7. #QualtricsConverge CHANNEL Face to Face Print Online Mobile 3D Simulation Virtual Reality Augmented Reality NOW RESEARCH & CREATE SHOPPING LIST COMPARE & SHORTLIST MAKE A DECISION BUYING A NEW CAR
  8. #QualtricsConverge CHANNEL Face to Face Print Online Mobile 3D Simulation Virtual Reality Augmented Reality FUTURE RESEARCH & CREATE SHOPPING LIST COMPARE & SHORTLIST MAKE A DECISION BUYING A NEW CAR
  9. #QualtricsConverge Digital Evolution - The Future VOICE ACTIVATION MICRO-LOCATION & BEACONS INTERNET OF THINGS WEBCAM VIRTUAL & AUGMENTED REALITY MAZDA SOTHEBY’S INTERNATIONAL REALTY
  10. #QualtricsConverge VOICE ACTIVATION MICRO-LOCATION & BEACONS INTERNET OF THINGS VIDEO VALETS VIRTUAL & AUGMENTED REALITY Digital Evolution - The Future MAZDA SOTHEBY’S INTERNATIONAL REALTY
  11. #QualtricsConverge VOICE ACTIVATION MICRO-LOCATION & BEACONS INTERNET OF THINGS WEBCAM Digital Evolution - The Future VIRTUAL & AUGMENTED REALITY MAZDA SOTHEBY’S INTERNATIONAL REALTY
  12. #QualtricsConverge MICRO-LOCATION & BEACONS INTERNET OF THINGS WEBCAM VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION Digital Evolution - The Future
  13. #QualtricsConverge MICRO-LOCATION & BEACONS INTERNET OF THINGS WEBCAM Digital Evolution - The Future VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION
  14. #QualtricsConverge MICRO-LOCATION & BEACONS INTERNET OF THINGS WEBCAM Digital Evolution - The Future VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION
  15. #QualtricsConverge INTERNET OF THINGS WEBCAM VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION MICRO-LOCATION & BEACONS Digital Evolution - The Future JFK AIRPORT BERLIN AIRPORT
  16. #QualtricsConverge INTERNET OF THINGS WEBCAM VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION Digital Evolution - The Future MICRO-LOCATION & BEACONS JFK AIRPORT BERLIN AIRPORT
  17. #QualtricsConverge INTERNET OF THINGS WEBCAM Digital Evolution - The Future VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION MICRO-LOCATION & BEACONS
  18. #QualtricsConverge WEBCAM VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION MICRO-LOCATION & BEACONS INTERNET OF THINGS Digital Evolution - The FutureMACY’S
  19. #QualtricsConverge WEBCAM VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION MICRO-LOCATION & BEACONS Digital Evolution - The Future INTERNET OF THINGS MACY’S
  20. #QualtricsConverge WEBCAM Digital Evolution - The Future VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION MICRO-LOCATION & BEACONS INTERNET OF THINGS
  21. #QualtricsConverge VIRTUAL & AUGMENTED REALITY VOICE ACTIVATION MICRO-LOCATION & BEACONS INTERNET OF THINGS WEBCAM Digital Evolution - The Future AMERICAN EXPRESS NATIONWIDE AMAZON FIAT
  22. #QualtricsConverge Digital Evolution - The Future WEBCAM AMERICAN EXPRESS NATIONWIDE AMAZON FIAT
  23. #QualtricsConverge WHAT DOES THIS MEAN FOR YOU? ALIGN WITH YOUR BRAND VISION THINK OMNI-CHANNEL ORGANISE FOR CUSTOMER JOURNEYS ENSURE END TO END JOURNEY MANAGEMENT DESIGN JOURNEYS THAT LEVERAGE DIGITALISATION
  24. #QualtricsConverge BRAND VISION & CUSTOMER PURPOSE CX PRINCIPLES ALIGN WITH YOUR BRAND VISION EXCELLENT BRAND EXPERIENCE FOR THE CUSTOMER = 1 2 EXAMPLES AMAZON USAA
  25. #QualtricsConverge THINK ‘OMNI-CHANNEL’  Mobile responsive website  My Disney Experience App  Magic Band Program  Simple shopping experience across website, mobile and stores  iPad wielding staff  Can order items and ship them straight to home address  App allows you to create personalised shopping list from scanned receipts  In-store location of items on list is then indicated  Reward card can be checked and uploaded across multiple channels  All changes are updated for all channels in real-time OMNI CHANNEL DISNEY OASIS H.E.B. STARBUCKS
  26. #QualtricsConverge THINK ‘OMNI-CHANNEL’  Mobile responsive website  My Disney Experience App  Magic Band Program  Simple shopping experience across all channels  iPad-wielding staff  Can order items and ship them straight to home address  App allows you to create personalised shopping list from scanned receipts  In-store location of items on list is then indicated  Reward card can be checked and uploaded across multiple channels  All changes are updated for all channels in real-time OMNI CHANNEL DISNEY OASIS H.E.B. STARBUCKS
  27. #QualtricsConverge ORGANISE FOR CUSTOMER JOURNEYS SILO ORGANISATION MATRIX ORGANISATION RADIAL ORGANISATION
  28. #QualtricsConverge ENSURE END-TO-END JOURNEY MANAGEMENT A customer journey is part of a customer lifecycle – comprising a series of phases, stages and touch- points – via which the customer is able to achieve a specific goal/objective (‘intended outcome’)“ ” PHYSICAL RATIONAL EMOTIONAL  Objective-led  Focus on emotional connection  Knowledgeable & passionate staff  Personalised service  Trips tailored to individual  Offer unique experiences  Flexible  Go the extra mile  App to manage itinerary  Pre & post trip surprises ONLINE TRAVEL COMPANY BLACK TOMATO
  29. #QualtricsConverge DESIGN JOURNEYS THAT LEVERAGE DIGITALISATION CRAFT MEMORABLE BRAND EXPERIENCES BETTER ENGAGE WITH YOU CUSTOMERS VIA SOCIAL MEDIA IDENTIFY YOUR ‘INFLUENCERS’
  30. #QualtricsConverge WHAT DOES THIS MEAN FOR YOU? - RECAP ALIGN WITH YOUR BRAND VISION THINK OMNI-CHANNEL ORGANISE FOR CUSTOMER JOURNEYS ENSURE END TO END JOURNEY MANAGEMENT DESIGN JOURNEYS THAT LEVERAGE DIGITALISATION
  31. #QualtricsConverge THANK YOU