SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir

BRAND EXPERIENCES

BRAN D E X P E RIE NCES IS THE FUTUREOMNI-CHANNEL?

THE EXPERIENCE FACTOR

Brand experiences


THE STRONGEST CONNECTIONS

WITH A BRAND ARE BUILT

THROUGH EMOTIONAL

BONDS

Brand experiences


THE STRONGEST CONNECTIONS

WITH A BRAND ARE BUILT

THROUGH EMOTIONAL

BONDS

EMOTIONAL BONDS ONLY

DEVELOP THROUGH

POWERFUL EXPERIENCES

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THE GOOD NEWS...

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THE GOOD NEWS...

OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE81%

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OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE

OF BUYING EXPERIENCES ARE BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED70%

81%

THE GOOD NEWS...

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SINGLE MULTI CROSS OMNI

CHANNEL STRATEGY EVOLUTION

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FACTCUSTOMERS SWITCH BETWEEN CHANNELS TO GET SERVED THROUGHOUT THE DAY

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FACT

98%MOVE BETWEEN DEVICES THAT SAME DAY

90%USE MULTIPLE SCREENS SEQUENTIALLY TO ACCOMPLISH A TASK OVER TIME

Brand experiences Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

MIND YOUR OMNICHANNEL CUSTOMERSOMNI CHANNEL CUSTOMERS SPEND MORE

ACCORDING TO A DELOITTE STUDY,

OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE

Brand experiencesSOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experience-redefining-the-retail-landscape-part-1-of-3/#more-163


SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND

208% MORE PER TRANSACTIONS THAN THOSE THAT ONLY PURCHASE IN STORE



SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO ENGAGED WITH THE BRAND IN CERTAIN WAYS WERE MORE VALUABLE THAN THOSE THAT DID NOT ENGAGE IN A PARTICULAR BEHAVIOR. FOR EXAMPLE, CUSTOMERS WHO VISITED A RETAILER’S MOBILE WEBSITE SPENT

59% MORE THAN CUSTOMERS WHO DID NOT. CUSTOMERS WHO LIKED A RETAILER ON FACEBOOK SPENT 44% MORE THAN CUSTOMERS WHO DID NOT


FACTAND THEY EXPERIENCE A BRAND NOT CHANNELS OF A BRAND

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YOUR EXPERIENCE IS ONLY AS

STRONG AS YOUR

WEAKEST PART

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SPREADING THE WORD

ADVOCATESHAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE

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ADVOCATESHAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE

SPREADING THE WORD

BADVOCATESUNHAPPY CUSTOMERS ARE LIKELY TO TELL MORE THAN 20 PEOPLE ABOUT A BAD EXPERIENCE

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TRENDS IN 360º

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FOR A GREAT OMNICHANNEL EXPERIENCE...

01CREATE COMPLEMENTARY EXPERIENCES

02PROMOTE CONSISTENCY ACROSS CHANNELS

03MATCH OFFER WITH CONTEXT

04UTILIZE ECOSYSTEMS

05HUMANIZE AND PERSONALIZE

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01CREATE

COMPLIMENTARY EXPERIENCES

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BLEND DIGITAL WITH PHYSICALRESPOND TO MOBILITY

SYNCHRONIZE AND INFORMORCHASTRATE ELEMENTS

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01CREATE COMPLIMENTARY EXPERIENCES

FUELFOR INLINE APP

BLENDING DIGITAL WITH

PHYSICAL

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Create Complementary Experiences

FUELFOR INLINE APP

BLENDING DIGITAL WITH

PHYSICAL

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STYLR APP

RESPOND TOMOBILITY

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OPPORTUNITYOPPORTUNITY

Pick the branchdigitally

or

Get Q number

# 9212:30 - 12:40

# 92

12:3012:40

FollowQ number

# 92

12:3012:40

Get served

# 92

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KINDLE

SYNCH & INFORM(RECENT ACTIVITY)

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OPPORTUNITY

YOU HAVE RECENTLY ENQUIRED ABOUT PRODUCT X.WOULD YOU LIKE TO HEAR MORE (ABOUT Y TOO)?

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02PROMOTE

CONSISTENCY ACROSS CHANNELS

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MAKE CONTENT ACCESSIBLEPROVIDE CONSISTENT STRUCTURES

HONOR DEVICE SPECIFIC NEEDSHARMONIZE VISUAL QUALITIES

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FACT

31%OF ALL MOBILE SURFERS ARE ‘MOBILE-PRIMARY’ USERS

Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013.Brand experiences

02PROMOTE CONSISTENCY ACROSS CHANNELS

TWITTER

PROVIDE CONSISTENT STRUCTURES

(INFORMATIONARCHITECTURE)

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02PROMOTE CONSISTENCY ACROSS CHANNELSProvide Consistency Between Channels

FITBIT

HONORDEVICE-SPECIFIC

NEEDS

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03MATCH OFFER

WITH CONTEXT

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MATCH DEVICE WITH ACTIVITIESPROVIDE CONTEXTUAL OFFERS

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03MATCH OFFER WITH CONTEXT

Browse Recipes Add Recipes to Shopping List

Shop with List Scan Barcodes

for Recipes

Cook Away Browse Recipes

Match Offer with Context

ALLRECIPES

MATCH DEVICEWITH ACTIVITIES

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03MATCH OFFER WITH CONTEXTMatch Offer with Context

SIMPLE BANK

PROVIDECONTEXTUAL

OFFERS

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OPPORTUNITY

MOBILE CHECKLISTS WHILE COLLECTING REQUIRED DOCUMENTS

OPPORTUNITY

Mobile checklists whilecollecting required documents

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04UTILIZE

ECOSYSTEMS

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INTEGRATE BEST SERVICESTRANSACTIONS VIA SOCIAL

UTILIZING SOCIAL DATAEFFORTLESS BANK OFFERS

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04UTILIZE ECOSYSTEMSUtilize Ecosystems

SIMPLE BANK MOBILE APP

INTEGRATEBEST-IN-CLASS

SERVICES

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04UTILIZE ECOSYSTEMSUtilize Ecosystems

DWOLLA

TRANSACTIONSVIA SOCIALCHANNELS

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05HUMANIZE & PERSONALIZE

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HUMANIZE THE DIGITALONE FACE FOR ALL

REMOTE ACCESS TO ADVICEENGAGING INFORMATION FORMAT

PERSONALIZED ADVICE

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FACT

Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco

WHAT IFBRANCHES ARE REPLACED BY ALL VIRTUAL BRANCHES

25% 7% 22%WOULD NOT BE HAPPY

BUT WOULD KEEPTHE SAME DEPOSIT

WOULD NOT BE HAPPYAND WOULD

REDUCE DEPOSITS

WOULD SWITCH BANKS

Brand experiences

FACT

Average number of visits per monthby a tech savvy customer

FACT

3

Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco

AVERAGENUMBER OF VISITS PER MONTH BY A TECH SAVVY CUSTOMER

Brand experiences

05HUMANIZE & PERSONALIZEHumanize & Personalize

SIMPLE BANK

HUMANIZETHE DIGITAL

Brand experiences

05HUMANIZE & PERSONALIZEHumanize & Personalize

SHERPAA

REMOTE ACCESSTO IN-DEPTH

ADVICE

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HOW TO DESIGN 360º

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PROVIDERCUSTOMER

RESEARCH ON

USEFULUSABLE

DESIRABLE

EFFECTIVEEFFICIENT

DISTINCTIVE

LOOKING FROM BOTH SIDES

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TO RESEARCH FOR...

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TO RESEARCH FOR...

UNDERSTANDING

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TO RESEARCH FOR...

UNDERSTANDING EVALUATING

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BRANDDNA

COMPETITIONALTERNATIVE BRAND CHOICES AVAILABLE

IN THE MARKETPLACE

BENEFITSBOTH FUNCTIONAL AND EMOTIONAL.

THE REASONS YOUR TARGET CUSTOMERS

SHOULD CHOOSE YOUR BRAND

ESSENCEDISTILLATION

OF YOUR BRAND POSITIONING

INTO ONE CLEAR DEFINING THOUGHT

BRAND VALUESWHAT YOUR BRAND TRULY STANDS FOR AND BELIEVES IN.

YOUR BRANDS POINT OF VIEW

PERSONALITYHOW YOUR BRAND EXPRESSES ITSELF,

BEHAVES AND TALKS TO YOUR TARGET

CUSTOMERS

TONE OF VOICEHOW YOUR BRAND EXPRESSES ITSELF,

BEHAVES AND TALKS TO YOUR TARGET

CUSTOMERSREASONS TO

BELIEVETHE PROOF YOUR BRAND GIVES TO

SUBSTANTIATE YOUR POSITIONING

INSIGHTWHY YOUR

BRAND MEETS THE NEEDS OF YOUR TARGET

CUSTOMER

LOOK & FEELWHY YOUR

BRAND MEETS THE NEEDS OF YOUR TARGET

CUSTOMER

TARGETTHE PEOPLE YOU WANT TO CHOOSE

YOUR BRAND AS DEFINED BY

DEMOGRAPHICS, SOCIO-ECONOMICS,

ATTITUDE, ETC.

Brand experiences

BRAND ADVOCACY

MARKETING

ENGAGEMENTS & EVENTS

FORMAT STRATEGY

MOMENTS OF TRUTH PEOPLE

PROCESSES

PRODUCT STRATEGY

APPLICATION & DOCUMENTATION

BRAND DEFINITION

VISUAL EXPRESSION

PROPOSITION DEVELOPMENT INNOVATION

MINDSET & BEHAVIOURSLEADERSHIPCUSTOMER

FLOW

MERCHANDISING STRATEGY

MOMENTS OF TRUTH

DIGITAL & INTERIOR

DESIGN

AWARENESS

6

PEOPLESALES PROCESS

ENVIRONMENT PRODUCTS & SERVICES

BRAND

BRANDEXPERIENCES

5

4 3

1

2

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360(DEGREES) PERSPECTIVE ON THE

CUSTOMER

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SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS

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01GENERATE SCENARIOS BASED ON FREQUENT TASKS

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02PICK REPRESENTATIVE ANTAGONISTS

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03RUN SCENARIOS

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03RUN SCENARIOS

04DOCUMENT THE JOURNEY

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Branch

Online Banking

Bank Website

Call Center

Customer Care

Brand experiences

CUSTOMERJOURNEY

ATTRACTLOCATIONFASCIA & WINDOWS URL

PURCHASEPURCHASE PROCESS

ENGAGEMENTGOODBYE MESSAGE

THRESHOLDWELCOMEOPENING TIMESHOME PAGE

INTERACTIONINSPIRATION

PRODUCT INFORMATIONPROMOTIONS

ORIENTATIONCUSTOMER FLOWNAVIGATIONVISTAS

BROWSINGSEARCH

MERCHANDISINGADJACENCIES & PROMPTS

ADVOCACYRECOMMENDATION

BRAND LOYALTYMEMBERSHIP

AWARENESSMARKETINGENGAGEMENT & EVENTSWORD OF MOUTH

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CUSTOMERJOURNEY








BROWSINGSEARCH





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CONTEXTUAL INQUIRIES: IMMERSE IN CONTEXT

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CHANNEL EXPERIENCE MAPPINGKIND OF AN EMOTIONAL TALK

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CHANNEL EXPERIENCE MAPPINGPREMO (DESMET, 2002)

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CHANNEL EXPERIENCE MAPPING

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BEHAVIORAL MAPPING

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CHANNEL EXPERIENCE MAPPING

CARD SORTING - TREE TESTINGUSABILITY TESTING

EYE TRACKING

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PRE-POST EVALUATIONS IMPACT OF THE DESIGN INTERVENTION

BEFORE AFTER

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SOME EXAMPLES

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UNICREDIT BULBANK

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WE CREATE 360° BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD BRAND ADVOCACY AND DRIVE BUSINESS PERFORMANCE.

WE ARE I-AM.

ERDEM DEMIR, [email protected]

JON [email protected]

VISIT US ONwww.i-amistanbul.com.tr @iamistanbul

THANK YOU

Brand experiences

SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir

Business

02pick representative

thresholdwelcomeopening

fuelfor inline

tech savvy

01generate

create complementary

customer journey

01create complimentary