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Digital Customer ExperienceStrategy & Consulting

© 2015 Forrester Research, Inc. Reproduction Prohibited 2

Digital Customer Experience

The world is changing around us

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Customers are more demanding Digital is integral in our lives

What users say

Accordingly, the way we interact with customers needs to evolve to be more Digital

“How come new customers get a better deal? I don’t

feel valued for my loyalty!”

“Why can’t I get the same offer you

have online?

Sorry I can’t tell you the status of your order… I don’t have

access to branch systems

“Why do I have to wait 5 days? I need

it today!”

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I research I choose I try I buy I remain

Common Buyer Journey

Customers compare their shopping experience not only against your competitors, but also against other industries

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A clear Digital strategy becomes key for survival,

where digital is not a Channel but rather an

Enabler to the whole organisation to achieve the desired

Customer Experience

Surviving this digital disruption means that your digital strategy must cover the end-to-end customer lifecycle

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Digital Customer Service

Digital Marketing

Digital Sales

powered by Big Data and enabled by Technology

With the relevant digital Products & Services*, the transformation covers:

* where applicable, companies can introduce digital products & services (i.e. music, TV, etc)

A strategy that transforms the experience for your customers & maximises your opportunities

Digital Marketing

• 360 Customer View

• Digital Media Management

• Real–time, Contextual Marketing

Digital Sales

• Personalised Experience

• Lead Management

• Order Management & Fulfilment

• Sales Support

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Digital Customer Service

• Proactive Care

• Automated & Self Care

• Personal Care

Provide personalised service using integrated digital support and

highly skilled advisors

Start in any touchpointComplete in any touchpoint

Leverage customer data to drive real-time, contextual advertising,

messages and offers

Relevance Convenience Serenity

… and is implemented consistently and seamlessly across channels

Digital Marketing

• 360 Customer View

• Digital Media Management

• Real–time, Contextual Marketing

Digital Sales

• Personalised Experience

• Lead Management

• Order Management & Fulfilment

• Sales Support

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Digital Customer Service

• Proactive Care

• Automated & Self Care

• Personal Care

Provide personalised service using integrated digital support and

highly skilled advisors

Start in any touchpointComplete in any touchpoint

Leverage customer data to drive real-time, contextual advertising,

messages and offers

Relevance Convenience Serenity

Single Channel Multi Channel Cross Channel Omni Channel ONE CHANNEL

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Where Customer Experience becomes your new currency!

• Customers can do:• whatever they choose• wherever the want

• whenever they like • Seamless & consistent experience• Same sources of information across all

touchpoints• All touchpoints are part of the One Channel

experience. No man is left behind!• Customers determine their own choice of

touchpoints across every journey• Metrics, rewards & organisation are setup to

eliminate touchpoint conflict

Telephony

MobileStores

Online

TV

Digital is the enabler

One Channel

Inspiring case studies of Digital Transformation

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Seamless Experience• Omnichannel Revenue: 50% of total sales• Online/Mobile Revenue: £2bn+• Focus on One Channel

Segment of 1• Online Sales Transactions: 300% increase• Online Revenue: 60% of total sales• Focus on Digital Marketing

Personalised Experience• 90% Excellent / Very Good ratings• Additional daily visits: 3,000• Focus on Digital Service

Digital Showroom• 60% conversion rate increase• Stock per showroom: 4 cars only• Focus on Digital Sales

Digital Products• 20% YOY Growth• Most Powerful Brand 2017• Focus on new Products & Services

Personalised Products• 21% increase in closure rate • 19% decrease in cost to serve• Focus on new Products & Efficiency

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Kepler Gate Approach & Methodology

Our holistic approach to Digital Transformation covers 5 key pillars

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Business ModelCustomer Outcomes

Operating ModelSoft Enablers

TechnologyHard Enablers

Customer Touchpoints

Success KPIs

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2

3

4

5

Marketing(Relevance)

Sales(Convenience)

Customer Service (Serenity)

People, Process and Organisation Metrics and Rewards

Business Architecture

InformationArchitecture

TechnologyArchitecture

IntegrationArchitecture

Financial Customer OperationalPeople

With a tested Design Thinking methodology, you can ensure your investments are well spent

13* Source: Deliotte – Strategy, not Technology Drives Digital Transformation. 2015

Customer Journeys

Business Model

Operating Model

Technology

Success KPIs

Assessment

Change Management

Results

85% of executives are not strongly confident their organisations have a clear and coherent digital strategy

KEPLER GATEwww.keplergate.com

Address: 71-75, Shelton Street, Covent Garden, WC2H 9JQ London, UKTel: +44 (0) 2081 333171Email: info@keplergate.com