cx the new competitive battleground presentation prof. dr. phil klaus including videos one-to-one...

Customer Experience – the next competitive battleground?!

Prof. Dr. Phil Klauswww.profdrphilklaus.com

Dr.philipp.klaus@gmail.com

One-to-one to millions: The DMA's Technology Summit 2013

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Agenda

• Customer Experience (hereafter CX) – demystifying the Black Box

• Our research – CX strategies and management practices

• Link to profitability

• How to become a vanguard

• Technology enhances CX

• Summary

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CX – what is it?

• 500,000,000 hits in 0.25 seconds

• 1,200,000 associated members @

• Great customer experiences?

• CEOs 80%

• Their customers 8%

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Defining CX

BLOGS44 Customer Experience

Blogs You Should Be Reading

The 10 Best CX Blogs300,000,000 hits

SOLUTION PROVIDERS

EXPERTS ?60,000,000

C2CEVERYTHING?!

= NOTHING?!

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Linking CX to profitability

• Linking CX practices and strategies to profitability.

• 352 companies worldwide.

• 5 dimensions of practice Definition; Governance; Management; Policies; Measurements; Expectations; Challenges

• 3 types of CX practice: Preservers, Transformers and Vanguards differ across all 5 dimensions

• How do they differ in practice?

• Which is the most profitable one?

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Linking CX to profitability

• Average profitability (last 3 fiscal years):

• Preservers 1.10% p.a.

• Transformers 4.10% p.a.

• Vanguards 8.20% p.a.

• Generalizability across sectors, countries, industries, firm size.

• How to become a vanguard?

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The influence of technology

• Technology as enabler, not the focus of activities.

• Marketing and marketing managers’ reputation.

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The future is here…

• Mass 1 to 1

• Gender, age, time, location recognition

• Future: Interest sensing via mobile – included in hardware

• Geo-Fencing text advertising based upon profile

• Recognizing the customer’s “state of mind”

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Conclusions

• CX – the next competitive battleground.

• The business case for CX.

• How to become a vanguard!

• More than hope, there is evidence, the future is bright and exciting.

• Let’s talk – ProfDrPhilKlaus@gmail.com

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