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Vodafone for a phygital world - Barbara Cominelli

Over the past two decades, we have come to recognize that powerful economic, social, and technological forces are transforming our world in ways that few people really understand. IOT, big data, the fusion between physical and digital environments, the focus on customer experience are revolutionizing how companies are organized and do business. Platform-oriented business is the new way to be successful in a phygital world.

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Vodafone for a phygital world - Barbara Cominelli

  1. 1. Vodafone for a Phygital World Barbara Cominelli Commercial Operations and Digital Director
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  5. 5. Our customers Ultra-connected, MobileFirst “One”experience, Omnichannel & Phygital Engaging, open relationship with brands “Great” experience, Hyperpersonalized & Ecosystemwide 5
  6. 6. Connected life, smartphone addiction How often do you use a smartphone while… 74% Nightoutwithfriends 68% WatchingTV 60% Eatingatrestaurant 42% BusinessMeeting 35% Crossingroads 20% Driving High digital mobile penetration – Italy top right *Source:ATKearney *Source:Deloitte >30% lookupsmartphoneinthe 5 minbeforesleeping 68% checkphoneseven withoutnotifications 6
  7. 7. Omnichannel…but Mobile first VisitsVFIT >70 mio interactions/month  90% are digital 88% 1% 3% 3% 6% Website,app,msite Socialmedia WebandMobilechat CallCenter Retailshops Totalvisits/interactions(VFIT) Q314 Deskto p Q315 Msite App Q316 Msite + App Mobile Skyrocketing *Source:VodafoneITinternaldata 7
  8. 8. Mobile: a quantum leap in the relationship How many times customers interact with the different touchpoints? A window open into the life of your customers, to engage in a much more systematic,intimate and personalized conversation 8*Source:VodafoneItalydata
  9. 9. Omnichannel and phygital *Source:GFK In store Digital and physical: aumented experience 9
  10. 10. Great experiences, hyperpersonalized, ecosystem wide 10
  11. 11. Emotional engagement is always #1 11
  12. 12. Our roadmap Personalized, phygital experience, with My Vodafone App pivotal Customer Experience Excellence Program Integrated with ecosystem 12
  13. 13. Starting with trust: CARE program 13 Connectivity NETWORK GUARANTEE Always in control EXTREME TRUST Reward Loyalty PERSONALIZED REWARDs Easy Access ALWAYS AVAILABLE, HUMAN TOUCH
  14. 14. Today: Mobile app the platform for… Omnichannel, Phygital, Personalized experience 14
  15. 15. 11 Outside the Store Queuing upin the Store Personalized Service GoodbyeIn Store 1 2 4 53 Meshing physical and Digital: some examples 15
  16. 16. Tomorrow: Omnipresence 16 Fully integrating with ecosystem Integrating partner experiences in our app Integrating our experience in other apps
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  18. 18. 1818 Play as a platform
  19. 19. Collaboration & Co-creation with customers and partners 19 Hackathon Crowdsourcing Bootcamp Hackdays
  20. 20. 20 …And internally Red Farms CXX Days UX Testing 20 Smartworking and collaborative tools as enablers
  21. 21. Big Data to create value…. 21 Suggested Device Upgrade Current Device and Data Usage Most used Apps Hobby & Passions: Info on other apps Best contact method
  22. 22. …simplify and enrich experiences Omnichannel customer journeys analysis Predictive and proactive interactions Understanding the directions and amount of customer journeys flows Predict customer next steps to anticipate needs 22 Give back value
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  24. 24. Grazie, @bcominelli It’s not the big fish that eats the small one… It’s the fast fish that eats the slow one! 24
  25. 25. Developing Vertical and Horizontal skills VERTICALSKILLS EXPERIENCEDESIGN DIGITALPRODUCT/CONTENT MANAGEMENT DATASCIENCE TECHNOLOGY HORIZONTAL SKILLS DIGITAL AWARENESS DESIGN THINKING DATABASED REASONING AGILITY,FASTPROTOTYPINGAND DEVELOPMENT 25

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