Post on 20-Aug-2015
A cross‐channel B2B customer experienceA cross‐channel B2B customer experienceTine Van Brandt, Director SME channel strategy & transformation, Belgacom (@TineVanBrandt)Geert Martens, Competence leader customer experience, 4C Consulting (@geert_martens)
Berlin 19th April 2012Berlin, 19th April 2012Prepared for the IIR Telecoms Customer Experience Summit
4C Consulting | Service portfolio
C t E i M t
g | p
Customer Experience ManagementNaïve‐to‐Natural | Emotional Signature | Moments of Truth | Multi‐channel Strategy | Unique Customer View | CRM Roadmap
Marketing Excellence Sales Excellence Service Excellence
• Marketing Maturity Assessment• Campaign Management & Automation• Campaign Management Outsourcing
• SFA Management & Automation• Sales Portfolio Management• Sales Middle Office
• Customer Service Automation• Self Service Strategy & Management• Complaints Handlingp g g g
• Marketing Resource Management • Training & Coaching p g
Customer Insight ManagementIntelligent reporting | Data Quality | Data Integration | Advanced Analytics
2
Book us for customer experience inspiration:Book us for customer experience inspiration:• Conference speaking
• Inspiration workshops
Hire us for customer experience transformation:• Customer experience statement
l• Emotional Signature
• Moments of Truth transformation
• CeX training & coaching
Geert Martens, competence leader customer experience• Mobile: +32 477 365 166
• Email: geert.martens@4cconsulting.com
• Twitter: @geert_martens
• Linkedin: http://be.linkedin.com/in/martensgeertp // / / g
• Slideshare: http://www.slideshare.net/gmartens
Content
01 Context & objectives01 Context & objectives
02 Emotional customer engagementg g
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
Key take‐aways05
06 Q&A
Which channels will we use for selling to and servicing ofWhich channels will we use for selling to and servicing offor selling to and servicing of our small enterprise customers?for selling to and servicing of our small enterprise customers?
Realizeh
OptimizeDeliverSi l &our growth
objectivesour cost‐to‐
serveSimple & Friendly
Design a channel strategy Design a channel strategy g gyfor the small enterprise market
g gyfor the small enterprise market
Belgacom aims at growthvia emotional customerengagement
Realizeh
DeliverSi l &our growth
objectivesSimple & Friendly
1
2
Channel A consistent customerexperience requires
strategy a coherent channel strategy
Content
01 Context & objectives01 Context & objectives
02 Emotional customer engagementg g
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
Key take‐aways05
06 Q&A
When your customer are emotionally engaged, they...
ForgivePay a price premium Buy more Cost less to
serve
Forgive operational
hiccupsStay loyal Promote
your brand
E ti lE ti lEmotionalCustomer Engagement
EmotionalCustomer EngagementCustomer EngagementCustomer Engagement
DeliberateDeliberate& valued
on an emotional level
Perfect performance on all Moments of
Truth
Great customerexperiences
Great customerexperiencesTruth pp
Consistentacross touchpointsacross touchpoints
& customer lifecycle
People will forget what you said, people will forget what you did,People will forget what you said, people will forget what you did,people will forget what you did, but people will never forget how you made them feel. Maya Angelou
people will forget what you did, but people will never forget how you made them feel. Maya Angelou
Source: xprnc.be
Content
01 Context & objectives01 Context & objectives
02 Emotional customer engagementg g
03 Strategic imperatives for the SE channel strategy
04 SE cross‐channel vision
Key take‐aways05
06 Q&A
Behavioral principles Emotional profileBehavioral principles
We wantto make
Emotional profile
to makeour customers
feel:
We wantto avoid that
our customersfeel:feel:
Behavioral principles Channel strategy imperativesBehavioral principles Channel strategy imperatives
From multi‐channel to cross‐channel
Customer preference
Proud to be SE
Channel guidanceChannel guidance
Channel performance
Content
01 Context & objectives01 Context & objectives
02 Emotional customer engagementg g
03 Strategic imperatives for the SE channel strategy
04 SE cross‐channel vision
Key take‐aways05
06 Q&A
Multi‐channel Cross‐channelinform
inform
ell
ell
se se
serve
serve
Channel 1 Channel 2 Channel 3 Channel 4 Channel 5 Channel 1 Channel 2 Channel 3 Channel 4 Channel 5
Cross‐channel
inform
Design customer journey1
ellDetermine channels2
se
Design channel mix3
serve
Design channel journeys4
Channel 1 Channel 2 Channel 3 Channel 4 Channel 5Design processes5
Design customer journey1
2. Search
3. Research
4. Comparep
9. Get Help 10. Personalize
1. Discover
5. Decide8. Use
11. Friend
6 P h6. Purchase7. Install
Source: Based on “Welcome To The Era Of Agile Commerce”, Forrester, March 2011. Adjusted for the Belgacom SE market by 4C Consulting
Design channel mix3
1 2 3
4 5
1 2 3
6
4 52. Search
6 7
9 10 11
4 53. Research
1 2 3
6 7
4 54. Compare
6
9 10 11
6 7
9 10 111 2 3
6
9 10 11
4 59. Get Help
2 3
6
410. Personalize
1 2 3
6
4 51. Discover
9 10 11 9 10 11
9 10 111 2 3
6 7
9 10 11
4 55. Decide
2
6
4 58. Use
2
4 511. Friend
2 31 2 3
6 7
9 10 11
46. Purchase
1 2 3
6 7
9 10 11
4 57. Install
BusShop9Website2 Contact center6 Field sales7 ResShop10 MassDistri11Mobile4 Social5Web1 3 Etail
Design processes5
. Dis
cove
r
2. S
earc
h
. Res
earc
h
. Com
pare
5. D
ecid
e
. Pur
chas
e
7. In
stal
l
8. U
se
. Get
Hel
p
11. F
rien
d
erso
naliz
e Support: Customers that require1 3. 4. 6. 9
10. P
e that require “human” support in their customertheir customer journey in order to make a purchase decision
Content
01 Context & objectives01 Context & objectives
02 Why customer experience?y p
03 Strategic imperatives for the SE channel strategy
04 SE channel vision
Key take‐aways05
06 Q&A
DeliberateDeliberate& valued
on an emotional level
Perfect performance on all Moments of
Truth
Great customerexperiences
Great customerexperiencesTruth pp
Consistentacross touchpointsacross touchpoints
& customer lifecycle
Behavioral principles Channel strategy imperativesSimple & Friendly: the Belgacom customer experience
Behavioral principles Channel strategy imperatives
From multi‐channel to cross‐channel
Customer preference
Proud to be SE
Channel guidanceChannel guidance
Channel performance
People will forget what you said, people will forget what you did,People will forget what you said, people will forget what you did,people will forget what you did, but people will never forget how you made them feel. Maya Angelou
people will forget what you did, but people will never forget how you made them feel. Maya Angelou