FLOR DE ESTEBAN PARTNER DAEMONQUEST DELOITTE WHAT...
Transcript of FLOR DE ESTEBAN PARTNER DAEMONQUEST DELOITTE WHAT...
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WHAT CLIENTS REALLY WANT – GIVING CONSUMERS A VOICE
FLOR DE ESTEBAN – PARTNER – DAEMONQUEST DELOITTE
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Postdigital consumer?
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New consumer profile
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The number of people over 60 year is expected
to grow from 200 million to 2.000 million in 2050
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Also in 2050 we will be 10.000 million
people worldwide (70% in cities)
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Actually, in 2014 40% of the world population (2.700 million) is connected to internet
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1% of the world population, has 50% of the wealth (20% consume 80% of resources)
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Retail sales in China may exceed those of the
United States, reaching 5 trillion dollars in 2015
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Every minute 48 hours of video are uploaded to YouTube
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1. More Senior 2. More Connected
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3. More Intelligent 4. More Demanding
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5. More Sophisticated 6. More Caring
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7. More Inaccessible
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Days needed to sell 1 million units
iPhone
2007
iPad
2010
iPhone 4S
2011
iPod
2002
Blackberry
2002
Netbooks
2007
~1
~360
It is a changing consumer, who adopts changes and evolves very quickly
Source: Morgan Stanley Research. Internet Trends CM Summit, NYC. June 7, 2010
www.morganstanldey.com/techresearch
Apple Press Info, “iPhone 4S First Weekend Sales Top Four Million,” October 17, 2011
http://www.apple.com/pr/library/2011/10/17iPhone-4S-First-Weekend-Sales-Top-Four-Million.html
Drivers of change Crowd-Sourcing Enhanced Usability Increased Mobility
Lower Prices
β Ease of Testing Evolved Connectivity Scalable Infrastructure
Inspiration
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ecommerce
Digital Content
Cloud
e-health Apps
E-learning
Interacción
1. Feel
2. Share & Opinion
3. Healthy & Fit
5. Knowledge Society
8. Lowxury
7. Influencers
6. Tech Revolution
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1. Feel
“We have replaced the experience with the experimentation”
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2. Share & Opinion
“If you do not share it, it is as if you had not done it”
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3. Healthy & Fit
“It is not worthy looking good, but feeling good and being fit”
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5. Knowledge Society
"We live immersed in the society of information and knowledge“
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6. Tech Revolution
“Technology has evolved and has been democratized”
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7. Influencers / KOL
"The opinions of a few, influence and create trends for the majority"
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8. Lowxury
“ Increasingly, customers want lower cost services but premium quality ones”
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Why people buy?
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10 grandes impulsos de compra
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1. Price
Clients makes companies focus their sales in “value for price rather than pure price”.
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2. Proximity
Physical or emotional, is the quality that makes the consumer feel the affinity for the brand that he will eventually end up consuming.
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3. Exclusivity
The key concept that makes the consumer, when purchasing the product or service, feel unique and special.
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4. Freemiun
Why people love to buy and consume but feel little engagement to what they buy?
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5. Aspiration
“New consumers can be identified with the following formula: I am what I have and what I consume”.
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6. Experience
It is what lasts in the mind of people and one of the main indicators facing to generate brand affinity.
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7. Freedom
Experience searched by consumers in the market when deciding which products or services will get them closer to that feeling.
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8. Unique moment
Turn the experience into a unique moment is one of the most desirable objectives of brands. A unique moment is memorable.
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9. Recommendation
Word of mouth is the best indicator to measure the health of a brand and its growth potential in the short and long term.
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10. Loyalty
A stable and lasting relationship turns a sale in the beginning of the next one.
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What can we do?
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Neuromarketing
Co-creation
Real-time marketing
Voice of the customer
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Real-time marketing
41 © 2014 Daemon Quest, S.A.
¡ “WOOOW” effect!
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44 © 2014 Daemon Quest, S.A.
We receive 3.000 advertising
impacts per day
How to compete in a saturated market
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45 © 2014 Daemon Quest, S.A.
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The customer relationship
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Key factors
Segmentation
Consistence
Relevance
Innovation
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Real-time marketing is to reach our customers at right
time with a relevant communication to fulfill
their needs.
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Smarter decisions through more granular customer insight
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52 © 2014 Daemon Quest, S.A.
Realtime ingredients marketing
Analytics
Channel
Simplicity Creativity
Momentum
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Voice of the customer
53 © 2014 Daemon Quest, S.A.
¡Listen !
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¿Are you looking for the differentiation?: Differentiate through customer experience
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02/10/2014 56.
Better Customer Experience Drives Millions In Revenue Benefit Across Industries (Cont.) June 2013 “The Business Impact Of Customer Experience, 2013”
The economic impact of managing the customer experience has been demonstrated by many studies
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02/10/2014 57.
¿What perceive our customers?
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Most companies make the same mistakes trying to listen to their customers
Top key issues
Customer is heard but no action is done
No actionable conclusions are obtained or action is not with customer departmental vision
The feedback is compiled Ad hoc and with little chance of resolution
The sources tend to be expensive in both money and time
It operates in silos, each area manages its own customer feedback
It is not only to collect information but
to improve the "understanding" of
customers and generate action to
achieve change across the organization
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02/10/2014 59.
The organizations are in one of these 4 phases in the structuring and ability to listen to customers and act on data
Gatherers
Analyzers
Contributors
Transformers
Fuente: Temkin Group
Evolution of the Voice Customer Programs(VoC)
Obtain data
Analyze data
Interdepartmental collaboration
Customer feedback in the daily management
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02/10/2014 60.
7 Keys to a successful program Voice of the Customer
1.- ASK your customers
A B
A B
Company
Company customer
customer
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7 Keys to a successful program Voice of the Customer
2.- Ask constantly
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7 Keys to a successful program Voice of the Customer
3.- Create ACTIONABLE information
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7 Keys to a successful program Voice of the Customer
4.- Create RELEVANT information for each professional
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7 Keys to a successful program Voice of the Customer
5.- the voice of the customer has to reach WHOLE ORGANIZATION
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7 Keys to a successful program Voice of the Customer
6.- Creates a culture of listening and action
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7 Keys to a successful program Voice of the Customer
7.- TIME is money
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Realtime In a world where we all expect everything yesterday, we can not wait months, weeks, or even days to see what happens to my client. Responsiveness to our customers is dramatically influenced by the time it took to get them the information.
Who needs it Much of the success of these studies lies in the granularity: that the information gets to the people in the organization who can take immediate action if necessary. A level seller / or point of sale.
In the appropriate format The voice system of the customer does get only the relevant information for each level person within the organization and in any format. Thus, we guide the customer organization, giving employees a tool useful for the performance of their business information.
EFM: Right time, right person, right information
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Integrating the customer voice in the organization is not an option
. ..the question is whether to do with the technology that will give you the advantage
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Co-creation
69 © 2014 Daemon Quest, S.A.
Democratizes the creative process!
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My starbucks idea Ideas over150.000 in 5 years
70 © 2014 Daemon Quest, S.A.
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Styling your smart 52.838 new Smart designs
71 © 2014 Daemon Quest, S.A.
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Neuromarketing
72 © 2014 Daemon Quest, S.A.
Don’t listen your customer, ¡Read emotions!
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Rational vs emotional The reason of being
We are not rational being,
but we are rationalizing
beings
© 2014 Daemon Quest, S.A. 73
Thoughts Action Feling Follow up Thoughts Action
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The Neuromarketing not ask the opinion of people, don’t ask them, just observe, regardless of subjective interpretation and reading their emotions directly
The most expressive way humans show your emotions is through facial expressions
74 © 2014 Daemon Quest, S.A.
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“ 80 % of the companies consider that
they offer a superior service…
… but only 8% of the customers believe
than they have had an excellent
experience as customers” Fuente: Bain & Co.
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“The true diferentiation will come when the customer
choose your company, not because WHAT you offer to him
but HOW you offer to him”