CUSTOMER EXPERIENCE Omnichannel from the customers’ point of view
Mads-Peter Jakobsen - Omnichannel from the customers' point of view
Apr 13, 2017
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
CUSTOMER EXPERIENCEOmnichannel from the customers point of view
1
2
3
4
Mads-Peter JakobsenDigital StrategistHead of UX
Sitecore Digital Strategist MVP
@madspeter
agendaWhat is Omnichannel?Why Customer Experience?The core of the challenge
OMNICHANNELCUSTOMER EXPERIENCE
Omnichannel
Where we experience- coordinated message(s)- coordinated feedback loopOmnichannel is the coordinated connection of the touchpoints our customers meetCustomer Experience
What we experience- what it makes us do- how it makes us feel
The Customer Experience drives our actions and emotions.
8
OMNICHANNEL
9
10
https://www.youtube.com/watch?v=EHMXXOB6qPA
14
14
15
BUSINESS INTELLIGENCE
CRM
CUSTOMERLIFE CYCLE
PRODUCT HISTORY
PERSONA
NEWSLETTER
APP
WEBSITE
SOCIAL MEDIA
RECEIPT
PoS
16
WEBRECEIPTPoSSMSAPPCUSTOMERSUPPORTNEWSLETTER
17
CUSTOMER EXPERIENCE
18
19
relationship
Consumer productsThe negative business value of poor experienceDecreased salesDissatisfied customersPoor ratings & reviewsNegative word of mouthNegative impact on brandIncreased need for documentation and trainingIncreased support requests and costs
Source: Jim Ross (2014): The Business Value of User Experience.
22
Consumer productsBusiness systemsThe negative business value of poor experienceDecreased salesDissatisfied customersPoor ratings & reviewsNegative word of mouthNegative impact on brandIncreased need for documentation and trainingIncreased support requests and costs
Decreased productivityIncreased errorsIncreased support costsIncreased training costsDecreased job satisfactionIncreased employer turnoverSource: Jim Ross (2014): The Business Value of User Experience.
23
The good experienceIncreased salesIncreased customer satisfaction and loyaltyIncreased employee satisfactionReduced development cost and timeDecreased need for training and documentationReduced support costsIncreased productivity
24
25
THE RIGHT MESSAGE,AT THE RIGHT TIME AND PLACE
26
27
28
29
What if we dont know the context?
https://www.youtube.com/watch?v=qu9ImFMLYxw
31
32
33
Understand your businessUnderstand your usersUnderstand your channelsManage your architectureDesign and build your system
34
THE RIGHT MESSAGE,AT THE RIGHT TIME AND PLACE
36
37
38
40
41
THE RIGHT MESSAGE,AT THE RIGHT TIME AND PLACE
42
People will forget what you said
People will forget what you did
But people will never forget how you made them feel.
Maya Angelou
48
Customer Experience means businessCustomer Experience is what you experienceOmnichannel is where you experience itTo do Omnichannel Marketing you need toUnderstand your businessUnderstand your usersFocus on architectureCreate continuity based on feedback loopsDesign for the emotion you want to evoke. Not for the specific channel.TAKE AWAYS
49
Mads-Peter [email protected]@madspeter
Islands Brygge 55 | 2300 Kbenhavn S+45 70 23 33 30 | [email protected]
50
Related Documents
