cx the new competitive battleground presentation prof. dr. phil klaus including videos one-to-one...
DESCRIPTION
Prof Phil Klaus, Professor of Marketing Strategy and Customer Experience, www.profdrphilklaus.com @profdrphilklaus, [email protected] Prof. Phil Klaus will provide the compelling business case for investing in technology to create effective one-to-one customer communications to yield profitable relationships. His academic insights will give you the practical knowledge you need to transform your business strategy and reshape the focus of your marketing.TRANSCRIPT
Customer Experience – the next competitive battleground?!
Prof. Dr. Phil Klauswww.profdrphilklaus.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 – [email protected]
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