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BRAND
COMMERCESERVICE
We see that digital champion brands look at brand, service, and commerce in an integrated way. At the heart of customer experience lies the continuous improvement of these three dimensions.
Disruptors like HelloFresh (Food), Coolblue (Retail), and AirBnB(Travel) have combined brand, service, and commerce into a platform that gives the customer a distinctive total experience thanks to an ecosystem consisting of products and services.
EXPERIENCEPLATFORMS- Thetotalexperienceistheproduct
THE CONVERGENCE
OF
CONVERGENCE CONTEXT
De digitale winnaars zien brand, service en commerce als een geïntegreerd geheel en niet als losse entiteiten. In de klantbeleving staat het versterken van merk, commerce en service continu centraal. Op de verschillende assen vinden er specieke integraties plaats met specifieke focus thema's:
SERVICE COMMERCE
BRAND
BRAND + COMMERCE
Direct channelsOmnichannelingMarketplaces
SERVICE + COMMERCE
SubscriptionsUtilitiesConversations
BRAND + SERVICE
EfficiencyConvenienceSmart support
BRAND + SERVICE + COMMERCE
Het geheel wordt neergezet als platform een totaal beleving dat bestaat uit een ecosysteem van producten en diensten, waarmee de klant een onderscheidende ervaring krijgt.
THE CONVERGENCE
OF
CONVERGENCE CONTEXT
De digitale winnaars zien brand, service en commerce als een geïntegreerd geheel en niet als losse entiteiten. In de klantbeleving staat het versterken van merk, commerce en service continu centraal. Op de verschillende assen vinden er specieke integraties plaats met specifieke focus thema's:
SERVICE COMMERCE
BRAND
BRAND + COMMERCE
Direct channelsOmnichannelingMarketplaces
SERVICE + COMMERCE
SubscriptionsUtilitiesConversations
BRAND + SERVICE
EfficiencyConvenienceSmart support
BRAND + SERVICE + COMMERCE
Het geheel wordt neergezet als platform een totaal beleving dat bestaat uit een ecosysteem van producten en diensten, waarmee de klant een onderscheidende ervaring krijgt.
BRAND COMMERCESERVICE+ +
CONVERGENCE
If you aspire the Holy Grail of complete integration as a non-digital company, you inflict a paralyzing ambition upon your organisation. Setting strategical priorities on the intersections of digital integration helps to prevent getting stuck in an abundance of initiatives.
The various integration options are defined and rolled out in thematically and stepwise manner. Each convergence intersections has its own attributes, opportunities, and challenges.
In the following slides a selection of various integration tactics are presented.
BRAND
COMMERCESERVICE
• OMNICHANNEL• GO DIRECT (D2C)• EXPERIENCE COMMERCE
There is still a lot to be gained in the field of creating seamless commerce journey experiences,
One trend is that traditional retail brands are moving the transactional aspect outside the store, transforming the physical channel into a service point.
BRAND + COMMERCE
OMNICHANNEL
Going direct is a great opportunity for brand manufacturers to reclaim ownership of the customer experience, retain a bigger margin, and presenting the product assortment with the right content.
Nowadays, there are multiple models and mechanisms that invalidate the fear of channel conflict when creating an own commerce channel.
For more information please consult this article
GO DIRECTBRAND + COMMERCE
Brand experience added into the commerce interaction is necessary for a multitude of products and services in order to convey a distinctive brand value.
This applies to Fast Moving Consumer Goods, but also services in which storytelling is used to make the experience more tangible in an online environment.
BRAND + COMMERCE
EXPERIENCECOMMERCE
BRAND
COMMERCESERVICE
• SELF-SERVICE• INSTANT SERVICE• SMART SUPPORT
Self-service ratio and first time right KPI’s are the business drivers that enable customers to do more by themselves.
Service efficiency is not only about autonomy of the customers. It also means thinking about how customers experience the convenience of interacting with an organisation.
SELF-SERVICE(CONVENIENCE)
BRAND + SERVICE
“Thank you for your question. We will come back to you with in answer within 5 days.” #FAIL
Customers want to be serviced immediately and expect an organisation to talk back.
INSTANTSERVICE
BRAND + SERVICE
Brands possess a wealth of data with which they can pro-actively inform customers. In turn, this can help improve the service and avoid negative surprises amongst other things.
These contact moments also offer commerce opportunities.
SMARTSUPPORT
BRAND + SERVICE
BRAND
COMMERCESERVICESUBSCRIPTIONSBRAND UTILITIES
CONVERSATIONAL COMMERCE
SERVICE + COMMERCE
SUBSCRIPTIONS
“Everything as a service”A growing number of services (e.g. Food, Media, Software) are offered as a subscription model.
A subscription model enables customers the convenience and a low threshold for access to the services and products.
SERVICE + COMMERCE
BRAND UTILITIES
Utilities are added to a product or service, sometimes even as a subscription model.
These tools offer relevant insights and advice in the form of data that encourages customers to act.
SERVICE + COMMERCE
CONVERSATIONALCOMMERCEConversational commerce is a theme that is gaining momentum.
An example of this is integrating a virtual assistant into the decision making process to offer support and encourage a purchase.
CONVERGENCEACCELERATORS
“The next big thing isn’t a thing.The next big thing is a change in the relationships amongst things that are already there”
CONVERGENCE MINDSET
CONVERGENCE ACCELERATOR 1THINKPLATFORMBrand, service, and commerce integrations demand an operating system – functional and technical – in which products and services complement each other to create a total experience.
CONVERGENCE ACCELERATOR 2EMBRACESERVICE DESIGNAs a customer, every step feels logical, natural, and pleasant. Integral designing of customer experiences across touch points and journeys is a core competence to realize integration.
CONVERGENCE ACCELERATOR 3FLEXIBLE ORGANISATIONIn order to realize integration success, new, more flexible organisational structures and roles are necessary. Customer experience needs to be at the centre of it all, and representatives of brand, service, and commerce need to collaborate.
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