total brand immersion - differentiated omnichannel customer experience by rose cameron

THE OMNIPRESENT CONSUMER & OMNI-CHANNEL !

Tuesday, 6 May 2014

The Customer Experience Agency

Every interaction matters

WHICH INTERACTIONS

MATTER THE MOST?

MARKETING THAT MATTERS

DATA, CULTURE & TECH THAT MATTER

CREATIVITY THAT MATTERS

The Customer Experience Agency

CREATIVE AGENCY FOR THE DATA AGE

Creating customer experiences that matter.

The Customer Experience Agency

In 2012, three out of every four senior marketers told Forrester that their priority was to “differentiate on the basis of customer experience.”

9

The Customer Experience Agency

Yet, only 3% of customers rated their experiences with brands as “Excellent”

Forrester Customer Experience Index report, 2012

WELCOME TO THE NEW AGE OF

OMNIPRESENT EXPECTATIONS

om·ni·pres·ent present everywhere at the same time

THE CUSTOMER EXPERIENCE AGENCY

‘90‘92

‘01’03/04

‘06‘07

8YO

10YO

19YO

21YO

24YO

25YO

The Customer Experience Agency

ENTITLED TO…

PERSONALIZED ENTERTAINMENT

MEANINGFUL CAREER

SELF-DEFINED FAMILY

CULTURAL CONNECTIVITY

POLITICAL VOICE

SINGULAR ME

HEALTH/ WELL-BEING

NEED SENSITIVE

COMMERCE

NETWORKED WE

Shopper Buyer

Consumer Influencer

WHERE THE MOST INFLUENTIAL NEW MEDIUM IS THE COMMUNITY OF THE TRIBE

CULTURAL

EXPERIENCE EVENT

PERSONAL

PARTICIPATION

CONNECTION

DRIVER

UNITYDRIVER

COMPETITION

DRIVER

KINSHIPDRIVER

PASSION

SAVING TIME

WASTING TIMEUTILITY

WHERE RELATIONSHIPS ARE BUILT ON A NEW EXCHANGE OF VALUE

INFORMATION CURRENCY COMMUNITY ENTERTAINMENT

FLOW

INERTIA

FRUSTRATION

CONTROL

PASSION

WITH AN HEIGHTENED !EXPECTATION OF FLOW

Audi!

Axe!

Bank of America!

Beats Music!

Bud Light !

Budweiser!

Butterfinger!

CarMax!

Cheerios!

Chevrolet !

Chobani !

Chrysler !

Coca Cola !

Doritos!

Ford!

Go Daddy!H&M!

Heinz Co. !

Honda !

Hyundai !Jaguar!

Jeep!

Kia!M&M (Mars)!

Maserati!

Microsoft!

Pepsi!

RadioShack !

Scientology!

SodaStream !

Sonos!

Sprint!

Squarespace!

Subway!T-Mobile!

Toyota!

Transformers (Paramount) !

VW!WeatherTech !

Wonderful Pistachios!

!20$

0$

20$

40$

60$

80$

100$

120$

0$ 5$ 10$ 15$ 20$ 25$ 30$ 35$ 40$ 45$

Super Bowl Advertisement Flow Impact Score !

UTILITARIAN

AVERAGE

HIGH

ADVOCACY

“Delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.” !

Matthew Dixon, Karen Freeman, and Nicholas Toman

https://www.youtube.com/watch?v=RLlOkKskBqU#t=11!

WHAT MATTERS TO THE CONSUMER? EFFORTLESS EXCHANGE OF VALUE

IF THE OMNIPRESENT CUSTOMER IS DEMANDING IT, WHAT’S HOLDING BACK CORPORATE OMNI-CHANNEL?

omni-channel OMNI-CHANNEL!

CHANNEL !

!EXPERIENCE

!RATIONAL

!EMOTIONAL & RATIONAL

!TACTICAL

!STRATEGIC

 VISUAL/MESSAGE

SYSTEM

!BRAND DIALOGUE

14

The Customer Experience Agency

BUSINESS ALIGNMENT  

BRAND TRUE   CHANNEL AGNOSTIC  

ACCOUNTABLE  

The Customer Experience Agency

AMCGerber

Toyota

DESTINATION EXPERIENCE

RETURN HOME

REPURCHASE

DISCOVERY

EVALUATION

BOOKING

GUEST STAYAWARENESS

Path to Passion

Path to Purchase

PASSIVE AWARENESS!Initial consideration set, not looking to eat out !

DOING = reading, recalling favorite restaurant, talking with others !DRIVEN BY = FOMO, staying current !

RELEVANCE TRIGGER!Upcoming event/occasion or impromptu gathering

!DOING = assessing, envisioning, aspiring !

DRIVEN BY = memorable experiences, breaking the norm, excitement, connecting with others !

ACTIVE RESEARCH!Gathering information, widen/narrow consideration set

!Doing = viewing menus, locations, happy hours and peer reviews !

Driven by = uncovering the best fit !

DECISION!Meal type preference is the main influencer

!Doing = checking deals, special request ability and

specific peer reviews !Driven by = making the right choice !

PREPARE!Gathering specific requirements

!Doing = confirming date/time, party size, booking, special requests,

travel, directions, parking options !Driven by = making it happen !

CONSUME!Aligning the experience to the expectations

!Doing = reviewing menu, seeking opinions, ordering, eating, paying !

Driven by = enjoyment; connection; satisfaction

!

STEADY FEED Consideration set is continually adapted

!Doing = recalling/considering options post- meal and before

next occasion !Driven by = staying current, best value !

1

2 6

8

5

4

3 7 DIGEST!Reconciling the expectation to perceived value

!Doing = evaluating cost, taste, quality of food, comparing, talking, sharing overall

experience !Driven by = sharing (good/bad), influencing, helping others !

WHAT MATTERS TO BUSINESS? SUSTAINABLE AFFINITY

THE CUSTOMER EXPERIENCE AGENCY 34

The power of memories

THE CUSTOMER EXPERIENCE AGENCY 35

THE CUSTOMER EXPERIENCE AGENCY 36

Let’s go places

THE CUSTOMER EXPERIENCE AGENCY 38

The mom platform

THE CUSTOMER EXPERIENCE AGENCY 39

The Customer Experience Agency

The omnipresent consumer feels entitled to an omnichannel experience !

To make differentiated experiences that matter: 1. Give them control over exploring their passions whether they’re shopping/ buying/consuming/influencing !

2. Demonstrate your value through supplying the optimal mix of discounts, utility, information, community and entertainment !

3. Support their participation & connection with their tribes by supplying rewarding experiences they want to share !

4. Align your business practices and communications to make the exchange of your shared value/s as effortless as possible to build sustainable affinity

SERVING THE OMNIPRESENT CONSUMER WITH OMNICHANNEL

THANK YOU!