how to win with the customer experience

© 2012 Accenture. All Rights Reserved.

How to win with Customer Experience

27th September 2012


Agenda

• Customer Experience

• The transformation

• Innovation driving value

2


What is Customer Experience?

3

Brand

Brand: positioning and management

Consumers are always communicating and in contact with brand and each other

Touch Points

The brand perception, the offering and consistent touch points interactions build the customer experience

Offering

Offering and pricing and customer target marketing activities

Customer Experience

© 2012 Accenture. All Rights Reserved. 4

… Given the very complex ecosystem, companies need to orchestrate their

activities through the multiple touch points in order to deliver a consistent customer experience

Touch Points …


What is the goal ?

5

The goal is to build customer advocacy. Positive customer experience drive competitive advantage, leading to faster organic growth and lower cost.

Pre-Purchase Purchase Post_Purchase

Awareness Knowledge Consideration Selection Loyalty Advocacy Satisfaction

Customer Experience

Customer Lifecycle


How do I obtain success?

6

The business logic is clear, but how can I execute it?


Agenda


• The Transformation


7


Transformation 5 pillars activities

8

• Deliver customer-centric

employee training

• Re-engineer key business

processes

• Implement supporting technology infrastructure

Execute the customer

experience

transformation

Build support for

customer experience

efforts

• Evaluate the competitive

landscape

• Evaluate the role of

customer experience in an

industry

Define

a customer

experience Strategy

• Estimate the ROI of

better customer experience

• Create business cases

and communication plans

• Engage executives in the

transformation process

• Engage employees in the transformation process

• Choose appropriate

customer experience

metrics

• Design customer

experience dashboards and

reports

• Connect customer

experience improvements

to business metrics

Measure the business

impact Create a

transformation road

map

• Assess current experience

and organizational

capabilities

• Identify gaps between

current and desired state

• Design solutions and

new experiences

• Prioritize potential projects

and solutions

• Create a road map and timeline


What is the Innovation role to create a relevant Customer

Experience?

9

Innovation and technology as enabler to customer experience execution.

© Accenture. All rights reserved.

Customer Satisfaction

Customer Experience

Analytics

CRM

Business Integration

Technology

Digital Marketing

Innovation

Customer Retention

Mobility


Agenda


• The transformation


10


Customer experience through innovation: Holistic Model

11

“Customer experience

through innovation”

Loyalty and

mobility

Multi-channel journey

Social CRM

• Presence of the brand on mobile

before, during and after the shopping

experience

• Optimization of the loyalty program

to mobile device

• Provide services and

answers to clients using

cross-channel journey

• Presence of loyalty

program at each possible

touch points

• Listen to the voice of

the customer

• Explore new

opportunities on

social media


Loyalty and mobility

Examples of mobile apps

12

1. Mobile advertising

2. Mobile Couponing / Loyalty

3. Mobile Shopping

4. Mobile Store Finder

5. Mobile Payment

1

2

3

4

5

Interest in new mobile services


Mobile is the new media supporting customer relationship

Loyalty and targeted couponing and payment

Relational marketing (mailing / club / peer interactions)

Services ( In store / advice / review / after sales)

Brand benefits

• Distinctive vs. competitors

• Modernity image / eco-friendly

• Costs savings

• Improve targeted campaign performance

• New customer interaction channel

2

3

1

4

5

• Fun

• New functionality / interactive usage

• Offers and services always available

• Chosen communication / interaction (no spam)

2

3

1

4

Customers benefits

Mobile can embed all major customer interactions in the

hand of the client available during his shopping trip A distinctive customer experience with lower cost

New

Shopping

Experience

13


Zoom on innovative mobile applications 1/3

Couponing at Kroger

14



Payment at stores at Starbucks

In selected Starbucks store, customers can pay their beverages

using the Starbucks Card Mobile App.

The device displays a barcode decoding your balance to

make purchases.

TV sizing at Walmart

Customer takes a picture of the area and selects the

desired location of the new televisor

The application finds the best TV size to fit the customer area

15

http://www.starbucks.fr/fr-FR/



More personalized services to customers on mobile for Carrefour

Carrefour Cook

Loyalty program

& Shopping list

Wines

Mobile ecosystem

Catalogues


Zoom on Multi-channel journey 1/2

At home, you’re reading

Elle on your iPad and

tap an ad to browse a

personalized shoes

catalog

You see your friend is online

on Facebook liking the link

you posted, so you go

shopping together on the

retailer’s website

17

You walk by the retailer’s

new store and receive a

coupon via Bluetooth for

15% off any

shoes…good only for

the next 2 hours

In store, you use your

phone to scan the 2D

barcode on a shoe

you like, to read

other customer’s

reviews and see

what the shoe looks

like on the runway


Zoom on Multi-channel journey 2/2

You try on your shoes, take a picture

and upload it to Facebook to see

what your friends think

You need a bigger size, but the

store is out of stock.

The associate uses her

handheld to let you know the

other Chicago store has a pair

on hold for you, or they can be

shipped free of charge

You receive an MMS

thanking you for

your purchase,

with a digital

coupon for 20%

off a handbag

You use your phone

to pay and earn

loyalty points (via

Near Field

Communication)

18


Social media brings a fundamental change to interactions

Everyone

Everywhere

Everytime

High accessibility

“One-to-many” and “many-to-many”

High scalability

Enabled by Mobile technologies

High frequency

Real-time, easy to use, create &

disseminate

Anything

+

+

+

Facebook has announced 590M active

users

55% US mobile internet to access

social media

Personal vs. Professional

Citizen vs. Consumer

22% of Online Time Spent With Social

Media

Facebook avg. = 14 min/day

User-generated contents

Can go all direction, in un- or controlled way

19


Increasing potential of social networking sites to realize

business benefits

$6.5 million via Twitter discount coupons pointing to online @Dell outlet

More than 20,000 Twitter followers are advocates/influencers for newcomers

Piloted with Dell Swarm new pricing based on peer-to-peer promotions

Online community users spend 54% more than others users

Launching 165 tweets per day reaching 6000+ customers to promote self-service BT

Piloted Twelpforce: 2,500 employees answer questions in real time on twitter

Implemented 50 new products/service enhancement ideas out of 80,000+

Instead of TV, placed spot online, creating 17m views, so popular it made TV news

Increased Engagement

Decreased Costs

Increased Revenues

Increased Innovation

Customer Acquisition

Customer Experience

Customer Innovation

Across all areas

20

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how to win with the customer experience

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customer experience

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