Customer Experience Management

May 2012

Bloomsbury Park

What & why?

• The means by which customer interaction with an organisation can be monitored, improved & capitalised upon

• Wants, needs & goals

• Convert customers to advocates

• Increase share of wallet

Bloomsbury Park

CEM touch-point 1.

Physical eg. product; off line advertising One-way communication

Bloomsbury Park

CEM touch-point 2.

Personal eg. telephone; face-to-face Two-way communication

Bloomsbury Park

CEM touch-point 3.

Interactive eg. social & mobile web / UGC Multi-directional communication

Bloomsbury Park

Customer relationship lifecycle

Attraction Discovery Purchase Satisfaction Loyalty Advocacy

Pre-purchase Purchase Post-purchase

- Identity - Values

- Pride - Belonging

Emotional & psychological journey

- Belief - Promise

- Pleasure - Champion

Bloomsbury Park

Why are advocates so important?

• New customer acquisition = £££££ • 2% retention increase = 10% profit increase

Bloomsbury Park

The evolving importance of brand

• Consumers look for brand meaning, to build & evolve their own identity

• Today’s transparent world enables consumers to move fast

• So deep understanding & effective management of their experience is vital

Bloomsbury Park

CEM & brand experience

• Old brand = image & identity

Bloomsbury Park

CEM & brand experience

• New brand = values, belief, actions

Bloomsbury Park

Brand experience

Physical touch-points

• Advertising

• Product

• DM & promotion

Personal touch-points

• Sales / service

• Support

• Management

Interactive touch-points

• Social media

• Blogs

• Demos

Lifecycle experience

Brand experience

CEM & brand experience

• Lifecycle experience must reflect values, promise & psychological contract

Bloomsbury Park

CRM CEM

• Enterprise process focused

• Manages customers thro defined pathways

• ‘Binary’ data collection

• Build marketing & sales campaigns

• Informs & encourages demand

• Highly personalised, real-time response

• Enhances experience

• Creates value-oriented interactions

• Informs improvements

• Understand product & service development

• Insight into wants needs & goals

Bloomsbury Park

Sharing & social

interaction

Customer feels valued

Encourages ownership &

insights

Customer experience enhanced

Product & service

improves

Advantage CEM

Bloomsbury Park

Effective CEM: cultural climate

• Demands a corporate mind-set that:

–Values social interaction as a means to get closer to customers

–Has honesty & resolve to acknowledge & deal with failings

– Is set up to establish communities of purpose to drive further customer value

Bloomsbury Park

Deliverables

• Powerful & highly segmentised insights

• ‘Big data’ provides opportunity for effective behavioural analysis, insight & intelligence:

–Sales teams

–Marketing campaigns

–Service enhancement

–Product development

–Customer focused value

Bloomsbury Park

What’s next?

• Continued ‘enterprisation’ through:

–The intention web:

• Mapping plans, aspirations, schedules, likes etc

• Informs determines, predicts & catalyses likely/anticipated interactions

–Context aware mobile computing

Bloomsbury Park

Bloomsbury Park