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20190703 30-minute Masterclass Customer Experience

How is it possible? A Masterclass Customer Experience in 30 minutes. I did it during the Insurtech Amsterdam Meetup. Do you want to have the same masterclass or a 2- or 3 hour masterclass? Contact me: pascal.spelier(monkeything)finno.nl

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20190703 30-minute Masterclass Customer Experience

  1. 1. 30-minute Masterclass Customer Experience July 3rd Pascal Spelier
  2. 2. www.finno.nl
  3. 3. What’s is Customer Experience?
  4. 4. It’s the result of all interactions between a customer and the organization. It’s the journey made by the customer in order to reach a certain goal. It is a blend of an organizations physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all contact moments. What’s Customer Experience?
  5. 5. Awareness Orientation Sales Receive Use Service RetentionAdvoice Customer Experience, the result of all emotions during the journey
  6. 6. 13 Price Product Service Customer Experience The road to loyal Customers ‘Commodity’ Differentiation by ‘value added services’
  7. 7. 2. Customer Strategy 3. Improving & innovating propositions 4. Design Customer Journeys 5. Innovate touch points 1. Customer Insights Customer Steps to improving you customer strategy and customer experience
  8. 8. 2. Customer Strategy 3. Improving & innovating propositions 4. Design Customer Journeys 5. Innovate touch points 1. Customer Insights Customer Steps to improving you customer strategy and customer experience
  9. 9. 16 Customer insights: what moves your customer? 1 Customer insights
  10. 10. 18 "Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say." David Ogilvy – the Original Mad Man
  11. 11. 19 Age, income, location Transactions Products/ser vices bought Property, unemployment Preferences regarding products/service s Preferred channelsSustainable customer relation Last product bought and value Engagement with different media ‘Depth’ of product categories Behaviour regarding recurring sales or switch Use of services Taking part in loyalty program Customer DNA Traditionally Use devices
  12. 12. 2. Customer Strategy 3. Improving & innovating propositions 4. Design Customer Journeys 5. Innovate touch points 1. Customer Insights Customer Steps to improving you customer strategy and customer experience
  13. 13. 21 What Customer Experience do you offer your customer? 2 Customer Strategy
  14. 14. 22 Below competition 3 3 5 4 3Aheadofcompetition DOMINATE A company dominates when the customer not only prefers it to the competition, but will actively seek it out PARITY A company is at parity when its offering is at the industry par and customers are willing to use them for routine purchases Anything less than a 3 on any attribute will cause brand damage DIFFERENTIATE A company differentiates when the customer prefers its brand over another Access EmotionProduct ServicePrice Illustrative only Customer Relevancy Model Customer Relevancy
  15. 15. 23 Below competition Aheadofcompetition DOMINATE A company dominates when the customer not only prefers it to the competition, but will actively seek it out PARITY A company is at parity when its offering is at the industry par and customers are willing to use them for routine purchases Anything less than a 3 on any attribute will cause brand damage DIFFERENTIATE A company differentiates when the customer prefers its brand over another Access EmotionProduct ServicePrice N = 101 Customer Relevancy Model
  16. 16. 24 Matching brand values with your customer journey
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  19. 19. 2. Customer Strategy 3. Improving & innovating propositions 4. Design Customer Journeys 5. Innovate touch points 1. Customer Insights Customer Steps to improving you customer strategy and customer experience
  20. 20. 28 ”Nearly 100% of innovation is inspired not by markt analysis, but by people who are supremely pissed off by the way things are” Tom Peters – bestsellerauteur van managementboeken
  21. 21. 29 From Customer Journey to Customer Experience 3 Improving & innovating propositions
  22. 22. 30 Simple Customer Journey
  23. 23. 31 De Customer Journey in detail
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  30. 30. 2. Customer Strategy 3. Improving & innovating propositions 4. Design Customer Journeys 5. Innovate touch points 1. Customer Insights Customer Steps to improving you customer strategy and customer experience
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  35. 35. 43 ”You can’t just ask customer what they want and try to give that to them. By the time you get it built, they’ll want something new” Steve Jobs – april 1989
  36. 36. 44 ”If I had asked people what they wanted, the would have said faster horses" Henry Ford
  37. 37. 45 Customer Journey Awareness Orientate Buy Receive Use Service Each Customer Journey has a customer side and an organization side Processes Midoffice Customer Relationship Management Customer Financial Management Document Management Communication Management Business Process Management Security Advise
  38. 38. 46 How to become really digital? FRONTEND hello customer ISN’T THIS ENOUGH? self directed CAN I DO MY BANKING MYSELF? the customer is becoming part of the processes! only decoration?
  39. 39. 47 ‘Beware of putting lipstick on a pig‘‘
  40. 40. 48 Which patient experienced most pain? Patient A Patient B
  41. 41. 49 Which patient experienced most pain? Patient A A peak in the most recent memory
  42. 42. 50 ”There is an experiencing self and the remembering self (…) We don’t choose between experiences. We choose between memories of experiences” Daniel Kahneman – grondlegger behavorial economics en Nobelprijswinnaar
  43. 43. 51 Create a ‘Peak-End’ © 2001-2012 G-CEM
  44. 44. 2. Klant- strategie 3. Verbeteren en innoveren propositie 4. Inrichten Customer journeys 5. Touch points vernieuwen 1. Klant- inzichten Klant Stappen voor het verbeteren van klantstrategie en customer experience
  45. 45. 53 1996
  46. 46. 54 De home assistant doet zijn intrede
  47. 47. 55 Combinations of device and means of contact create a vast array of possible ‘switchpoints’
  48. 48. 56 “Computers personalize, humans make it personal; Computers predict, humans surprise; Computers deliver, humans overdeliver; Computers confirm, humans smile.”
  49. 49. 2. Klant- strategie 3. Verbeteren en innoveren propositie 4. Inrichten Customer journeys 5. Touch points vernieuwen 1. Klant- inzichten Klant Welke essentiële stap ontbreekt?
  50. 50. 2. Klant- strategie 3. Verbeteren en innoveren propositie 4. Inrichten Customer journeys 5. Touch points vernieuwen 1. Klant- inzichten Klant Welke essentiële stap ontbreekt? 6. Monitoring en meten
  51. 51. 59 Monitoring on touch point level
  52. 52. 60 Monitoring on touch point level § C-sat § NPS § Customer Experience Index § Customer Effort Score
  53. 53. 61 “How likely is it that you would recommend [your company] to a friend or colleague?” “How much effort did you personally have to put forth to handle your request?“ Loyality predictor
  54. 54. 62 Pascal Spelier Chief Inspiration Officer Mobile:+31 (0) 6 53 29 90 17 pascal.spelier@finno.nl Thank you! @spelier www.slideshare.net/pascal.spelier www.linkedin.com/in/pascalspelier

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