customer analytics - separating the best companies from the great companies - nov 2015 - final
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Customer Experience: Focusing on customers –
remembering why we do this
November 2015 Ross McDonald
ross@resilire.com.au
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Improving the customer experience
improves your business
Source: “The Value of Customer Experience, Quantified”, Peter Kriss, hbr.org, 1 August 2014
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1
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7
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10
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25
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1
9
16
10
13
14
8
9
2
13
10
8
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11
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0 10 20 30 40 50
Retaining existing customers & improving loyalty and satisfaction
Measuring & successfully communicating what marketing has accomplished
Acquiring new customers through improved sales-enablement
Integrating siloed marketing applications
Leading & supporting digital commerce
Optimising the mobile channel
Managing, collecting & making use of internal and external data
Develop effective working relationships with your CIO
Leading culture of change & company-wide innovation
Leading marketing function including finding, developing & retaining staff
Leading the customer experience cross-functionally at all touch points
Percent of Respondents
Top Increased Expectation
Second
Third
Improving customer experience keeps the
boss and peers happy too…
…CEOs' No. 1
increased expectation
of CMOs is to step up
to leadership of the
integrated cross-
functional customer
experience…
“
”
Source: “Executive Summary for CMO Leadership, Accountability and Credibility Within the Csuite, 2014”,
Gartner, 17 December 2014
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89 choices for this
category, based on my
history? Really?
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Why do I have to scroll
past six items to get the
product I always buy?
Why is “girls” presented
higher when I always buy
boys nappies?!?
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Charles Tyrwhitt
“No ifs, no buts, just a great big thank you
When you are a small company, trying to do something right, it is only with the
support of your customers that you can succeed. So, thank you. This voucher
is sent to show that when we say thank you, we mean it...
We know you have plenty of choice – it means a great deal that you chose us,
we hope that you will choose us again.”
Customer Empowerment
in a Digital Age
Connected, Personalised, Data-driven
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Customers rely on connected tools to solve
problems and answer questions
Source: “Consumers in the Micro-Moment”, Google/Galaxy, AU, June 2015
87% 1 in 2 people turn to their
smartphone for immediate
information or advice when
triggered by an unexpected
problem or situation.
of people who have
consulted their phone while
they were in-store said the
information they got has
influenced the brand they
chose.
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Connected experiences create expectations
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The app knows I’m here
and my preferences: why
has nobody told the
restaurant that I’ve been
here before?
Customer Analytics
and Business Decisions
Pragmatic vs Perfect
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Ideal Customer Journey map holistically covers all
personae, goals, stages, categories and outcomes
GOAL
GOAL
GOAL
GOAL
Personae Occasion Category Purchase
Channel
CLICK & COLLECT
IN STORE
Touch points and Interactions by Stage
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How do I experience this?
(i.e. why offer me trips to places I don’t go?)
Destination Trips
Melbourne 60
San Francisco 10
Auckland 7
Brisbane 6
Wagga Wagga 5
Singapore 4
Perth 3
Adelaide 3
Tamworth Zero
Armidale Zero
Ross’s Destinations
Aug 2010-Oct 2015 (n=110)
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Remember: customer experience is about
creating happy customers
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Pragmatically:
focus on subset within control
GOAL
GOAL
GOAL
GOAL
Personae Occasion Category Touch points and Interactions by Stage Purchase
Channel
CLICK & COLLECT
IN STORE
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Prioritise the conversion journeys to be
mapped
Visitors - Category One
Revenue - All Revenue from
Category visitors
Visitors - Device Revenue (all revenue from
Category visitors - Device
Organic
Search
Paid
Search
Direct Social
Category One
Desktop
Tablet
Mobile
Source: internal data
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You’re not alone: free tools exist to help
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Start. Post-its & Paper.
Fast beats Slow. Document. Share. Iterate.
There is no substitute for getting started
The Bottom Line
Customer Experience, Customer Analytics and Company Results
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Online rewards scale. Build fast; no second
chance, no recovery
1996 1998 2000 2002 2004 2006 2008 2010 2012
Mill
ions o
f U
sers
(log s
cale
)
sixdegrees.com
1 million users
(2000) friendster
8 million users
(2008)
MySpace
100 million users
(2008)
955 million users
(2012)
Source: Michael Zeisser, “No Second Chance”, October 2011
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Customer experience creates value
8.9
5.2 2.0
24.8
20.5
13.4 11.6
41.0
8.8
2.5
25.5
3.9
Online
Asset Owners
Valuations in the Travel Industry:
“Cars” and “Accommodation” (US$ billion, 2015)
Source: Google Finance. Public companies at Nov 2015; private companies at June & July 2015 based on
latest funding round
Thank you
ross@resilire.com.au
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