the customer journey, ashley friedlein keynote presentation, ppa customer direct, nov 2016

Copyright © Econsultancy

The Customer Journey

Ashley FriedleinPresident, Centaur Marketing & Founder, Econsultancy@AshleyFriedlein

PPA Customer Direct Conference, Nov 2016Jumeirah Carlton Tower Hotel

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The Customer Journey

1. Why this obsession with the ‘customer journey’?

2. What are the challenges?3. What are the internal implications?4. What’s the future?

1. WHY THIS OBSESSION WITH THE ‘CUSTOMER JOURNEY'

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Three reasons

1. Digital transformation = customer-centricity2. Customer experience = competitive advantage3. Business model shift from content to commerce

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Digital Transformation• The journey towards being a

digital organisation• “Digital” means:

– Focusing on the customer experience irrespective of channel

– Having a digital culture

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The 7 defining characteristics of a digital culture

1. Customer-centric2. Data-driven3. Makers & Doers4. Transparent5. Collaborative6. Learning7. Agile

“I will focus on … the convergence and integration of our retail and e-commerce, digital, card and mobile assets around the world … develop "next-generation retailing"

Competing on customer experience

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From content to commerce

• The decay of ad-funded models for most media businesses (unless you have massive scale)

• The rise of subscription services – from content (Spotify, Netflix etc) to service (e.g. Amazon Prime) to goods (e.g. Dollar Shave Club)

• More focus on actual individual customers (CRM not just content), metrics like conversion rates, yield, CAC/LTV become more important than volume

2. WHAT ARE THE CHALLENGES?

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We’re beginners at this…

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Organisational and tech challenges

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Who is in charge of customer experience / customer journey?

Only 1 in 10 of the participants in our survey said that their organization is currently structured to deliver a seamless customer experience across all customer touchpoints.

3. WHAT ARE THE INTERNAL IMPLICATIONS?

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“Organizations are structured around control mechanisms and reporting, not around capabilities and outcomes."“Organizing Marketing in the Digital Age”, Econsultancy, 2015

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How to organise?

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The rise of the Chief Customer Officer (CCO)

Source: The CCO Council 2014 CCO Study

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Katie VanneckChief Customer Officer and Global Managing DirectorDow Jones

Robert BridgeChief Customer OfficerTelegraph Media Group

Chris DuncanChief Customer OfficerNews UK

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What I learned about CCOs• Strategic driver = competitive advantage through customer-centricity

and integrated channels • Big teams and P&L responsibility• CCO combines CDO and CMO roles (more likely to be an internal

appointment than a CDO)• CCOs have significant, if not complete, control of technology, data,

digital, insight, innovation. In some cases customer service and, depending on company size, all the physical (store, branch, call centre etc) operations.

• CCOs next job? CEO.

House of Fraser

• CCO with digital and multichannel background

• Head of “Find it”• Head of “Research it”• Head of “Buy it”

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http://www.slideshare.net/MarTechConf/marketing-ops-is-a-philosophy-not-a-department-by-justin-dunham

23https://econsultancy.com/blog/66223-with-a-blank-sheet-what-organisational-structure-would-you-choose-for-marketing-and-digital/

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Culture• Importance of “Design

thinking” being in the DNA of the business

• How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business

4. WHAT’S THE FUTURE?

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We’ve only just begun

• Video – vertical, immersive, shoppable etc

• Messaging - chat, bots etc.

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Voice as an interface – e.g. Alexa, Echo

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Mobile both as ‘glue’ (binding physical/digital) and ‘lubricant’ (easing your path along the customer journey)

Google Now Google Nearby

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The future of customer experience

1. Join up data and systems, then…2. Deliver experiences that are consistent, synced

and responsive across devices/channels, then…3. Make them personalised, proactive, contextual,

realtime, smart

“The era of living services”Mark Curtis, Founder, FJORD

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Who to learn from if you’re in subs/media?

• SaaS (Software as a Service) businesses:– Product obsession inc. UI skills– Data / metrics savvy– Growth marketing/hacking– All about CAC and LTV– Marketing automation– Beyond content/data… tools, workflow, productivity

THANK YOU

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