Insert Confidentiality Level in slide footer 1 Digital Customer Experience Strategy & Consulting
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Digital Customer ExperienceStrategy & Consulting
© 2015 Forrester Research, Inc. Reproduction Prohibited 2
Digital Customer Experience
The world is changing around us
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Customers are more demanding Digital is integral in our lives
What users say
Accordingly, the way we interact with customers needs to evolve to be more Digital
“How come new customers get a better deal? I don’t
feel valued for my loyalty!”
“Why can’t I get the same offer you
have online?
Sorry I can’t tell you the status of your order… I don’t have
access to branch systems
“Why do I have to wait 5 days? I need
it today!”
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I research I choose I try I buy I remain
Common Buyer Journey
Customers compare their shopping experience not only against your competitors, but also against other industries
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A clear Digital strategy becomes key for survival,
where digital is not a Channel but rather an
Enabler to the whole organisation to achieve the desired
Customer Experience
Surviving this digital disruption means that your digital strategy must cover the end-to-end customer lifecycle
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Digital Customer Service
Digital Marketing
Digital Sales
powered by Big Data and enabled by Technology
With the relevant digital Products & Services*, the transformation covers:
* where applicable, companies can introduce digital products & services (i.e. music, TV, etc)
A strategy that transforms the experience for your customers & maximises your opportunities
Digital Marketing
• 360 Customer View
• Digital Media Management
• Real–time, Contextual Marketing
Digital Sales
• Personalised Experience
• Lead Management
• Order Management & Fulfilment
• Sales Support
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Digital Customer Service
• Proactive Care
• Automated & Self Care
• Personal Care
Provide personalised service using integrated digital support and
highly skilled advisors
Start in any touchpointComplete in any touchpoint
Leverage customer data to drive real-time, contextual advertising,
messages and offers
Relevance Convenience Serenity
… and is implemented consistently and seamlessly across channels
Digital Marketing
• 360 Customer View
• Digital Media Management
• Real–time, Contextual Marketing
Digital Sales
• Personalised Experience
• Lead Management
• Order Management & Fulfilment
• Sales Support
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Digital Customer Service
• Proactive Care
• Automated & Self Care
• Personal Care
Provide personalised service using integrated digital support and
highly skilled advisors
Start in any touchpointComplete in any touchpoint
Leverage customer data to drive real-time, contextual advertising,
messages and offers
Relevance Convenience Serenity
Single Channel Multi Channel Cross Channel Omni Channel ONE CHANNEL
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Where Customer Experience becomes your new currency!
• Customers can do:• whatever they choose• wherever the want
• whenever they like • Seamless & consistent experience• Same sources of information across all
touchpoints• All touchpoints are part of the One Channel
experience. No man is left behind!• Customers determine their own choice of
touchpoints across every journey• Metrics, rewards & organisation are setup to
eliminate touchpoint conflict
Telephony
MobileStores
Online
TV
Digital is the enabler
One Channel
Inspiring case studies of Digital Transformation
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Seamless Experience• Omnichannel Revenue: 50% of total sales• Online/Mobile Revenue: £2bn+• Focus on One Channel
Segment of 1• Online Sales Transactions: 300% increase• Online Revenue: 60% of total sales• Focus on Digital Marketing
Personalised Experience• 90% Excellent / Very Good ratings• Additional daily visits: 3,000• Focus on Digital Service
Digital Showroom• 60% conversion rate increase• Stock per showroom: 4 cars only• Focus on Digital Sales
Digital Products• 20% YOY Growth• Most Powerful Brand 2017• Focus on new Products & Services
Personalised Products• 21% increase in closure rate • 19% decrease in cost to serve• Focus on new Products & Efficiency
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Kepler Gate Approach & Methodology
Our holistic approach to Digital Transformation covers 5 key pillars
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Business ModelCustomer Outcomes
Operating ModelSoft Enablers
TechnologyHard Enablers
Customer Touchpoints
Success KPIs
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3
4
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Marketing(Relevance)
Sales(Convenience)
Customer Service (Serenity)
People, Process and Organisation Metrics and Rewards
Business Architecture
InformationArchitecture
TechnologyArchitecture
IntegrationArchitecture
Financial Customer OperationalPeople
With a tested Design Thinking methodology, you can ensure your investments are well spent
13* Source: Deliotte – Strategy, not Technology Drives Digital Transformation. 2015
Customer Journeys
Business Model
Operating Model
Technology
Success KPIs
Assessment
Change Management
Results
85% of executives are not strongly confident their organisations have a clear and coherent digital strategy
KEPLER GATEwww.keplergate.com
Address: 71-75, Shelton Street, Covent Garden, WC2H 9JQ London, UKTel: +44 (0) 2081 333171Email: [email protected]