Transcript
Nicholas Kontopoulos Global head of fast growth markets
CMO Disrupt, Sydney 16th of june, 2015
The measure of customer
experience
Connect w ith me
@nicholask71
People fascinate me.
What am I passionate about?
passionate about CX
SERIOUSLY PASSIONATE ABOUT MY CUSTOMERS
CX matters and we all know it
Lifespans of top S&P 500 companies is shrinking from 60 years to 15.
89% o f m a r k e t e r s e x p e c t t o
c o m p e t e p r i m a r i l y o n t h e b a s i s
o f C X b y 2 0 1 6 - G a r t n e r
73% o f c o m p a n i e s s a y i m p r o v i n g
C X i s a p r i o r i t y - F o r r e s t e r
CX is the new battlefield for competition
But how can you measure something that is qualitative such as Experience?
EXPERIENCE IS PERSONAL
Same hotel but different experience
How do these photos make you feel?
Source: http://www.dukeandduchessofcambridge.org
How do these photos make you feel?
Source: http://www.dukeandduchessofcambridge.org
Emotions create memories I f a n e x p e r i e n c e i s e x t r e m e l y p o s i t i v e
o r e x t r e m e l y n e g a t i v e i t i s m o r e
l i k e l y t o b e r e m e m b e r e d .
The world has changed and it’s not going backward
Customer experience was easier to control in the past with fewer channels and limited networks
The good old days…
“What we know today as Customer Experience is actually
customer service of the past.” -Shep Hyken
Technology has changed everything.
Social networking in 1990 Linkedin pinterest
youtube
foursquare
imgur
wordpress
skype
tumblr
My desktop in 1995
My desktop in 2015
Technology IS ALSO RAPIDLY EVOLVING
How do all these changes impact Customer Experience?
- Brian Solis, author and digital analyst
DIGITAL DARWINISM: When technology and society evolve faster than
the ability for companies to adapt.
rate as ‘good’, ignoring the effect on the 98% who do not convert.
Marketers accept a 2% conversion
T h e c u s t o m e r i s o n e o f h u n d r e d s o f
t h o u s a n d s o f t a r g e t s , a n d i s
b o m b a r d e d w i t h i r r e l e v a n t m a r k e t i n g .
DISCOVER NEED
RESEARCH
RECEIVE OFFER
TRACK ORDER
BUY RECEIVE PACKAGE
MISSING ITEM
POST REVIEW
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
JOIN GROUPS
NETWORK ISSUE
CHANGE ADDRESS
RESTART SERVICE
RECEIVE OFFER
REFER FRIENDS
WEB
DIGITAL ADS
WORD OF MOUTH
SOCIAL
RETAIL STORE
WEB SHOP
REVIEWS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SEARCH KW/ADS
WEB SHOP
WEB
SHORT LIST
TV
BRANDED COMMUNITY
SUPPORT PORTAL
SUPPORT PORTAL
SHOP & BUY
RESTART SERVICE
SHOP & BUY
SHOP & BUY
RECEIVE PACKAGE
MISSING ITEM
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
NETWORK ISSUE
CHANGE ADDRESS
DISCOVER NEED
REFER FRIENDS
POST REVIEW
JOIN GROUPS
RESEARCH
RECEIVE OFFER
TRACK ORDER
BUY RECEIVE PACKAGE
MISSING ITEM
POST REVIEW
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
JOIN GROUPS
NETWORK ISSUE
CHANGE ADDRESS
RESTART SERVICE
RECEIVE OFFER
REFER FRIENDS
SHORT LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USE YOUR CUSTOMER CHOOSES
THEIR OWN ADVENTURE.
WEB
DIGITAL ADS
WORD OF MOUTH
SOCIAL
RETAIL STORE
WEB SHOP
REVIEWS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SEARCH KW/ADS
WEB SHOP
WEB
TV
BRANDED COMMUNITY
SUPPORT PORTAL
SUPPORT PORTAL
RETAIL STORE
CONTACT CENTER
SHOP & BUY
RESTART SERVICE
SHOP & BUY
SHOP & BUY
RECEIVE PACKAGE
MISSING ITEM
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
NETWORK ISSUE
CHANGE ADDRESS
REFER FRIENDS
POST REVIEW
JOIN GROUPS
ONE CUSTOMER.
SHOP & BUY
SHOP & BUY SHOP &
BUY SETUP PHONE
BILLING ISSUE
SERVICE REFER
FRIENDS
MANY JOURNEYS.
SHOP & BUY SHOP &
BUY
INFINITE POSSIBILITIES.
Going back to simple: embrace technology
data - not the lack of it, but the opposite.
O n e o f t h e b i g g e s t c h a l l e n g e s m a r k e t e r s h a v e :
We are now in the the age of Contextual Marketing
UNDERSTANDING THE JOURNEY OPENS UP POSIBILITIES
Can we measure CX?
Start measuring the Discreet moments
ups and downs are very important to keep us going, because a straight line even in an e.C.g means we are not alive.
Ratan tata
Simple is a Step ahead
“Simple can be harder than complex. You have to work hard to get your thinking
clean to make it simple. But it’s worth it in the end
because once you get there, you can move mountains”
STEVE JOBS
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Peter Drucker
“There is no such thing as a new idea”
Mark twain
“we simply take a lot of old ideas and put them into a sort of mental kaleidoscope”
Mark twain
customers
Are people
Create brand advocates
Simple is c o n t e x t u a l o m n i c h a n n e l i n t e g r a t e d a g i l e R E A L - T I m E e n g a g i n g A s t e p a h e a d
customer engagement anywhere, anytime.
anonymous
H a p p i n e s s i s a S i m p l e a n d M e m o r a b l e e m o t i o n
Happy Made Simple
www.the-future-of-commerce.com
Are you ready for contextual marketing? Meetsimplesap.com/marketing
Thank you Nicholas Kontopoulos
Global Head of fast growth Markets Marketing
SAP hybris
@nicholask71
Nicholas.Kontopoulos@sap.com
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