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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