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Customer Experience Management - In the heart of commerce

CEM oriented approach to commerce. Speak delivered on January 31 2013 with Thomas Dolberg at EPISERVER Conference: http://www.episerver.dk/Events/eCommerce/Program/
by

Simon Kibsgård

on 5 March 2014

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Transcript of Customer Experience Management - In the heart of commerce

The customer-obsessed organization
WHAT TO DO ??
Customer Experience Management
Customer intimacy driven differentiation
Why CEM?
AjAX
-the smell of clean
Midttrafik
-trying to hide the facts
Isn't that just CRM?
Why bother?
Everything can be copied
Business focus changes
Customer behavior changes
Service Management
Total Quality Management
Customer Relationship Management
Customer Experience Management
Better feedback mechanisms
More focus on emotional drivers
Customer Journey mapping and Touch point analysis
Customer understanding
Strategy
Design
Measurement
Governance
Culture
1,6 M members
$443 M in personal loans
Spend management
Makes procurement network
As customer is loyal only to his own needs. So you better know them.

Your brand is what they say it is
...And all that shabang
Final words
It's better to get started and do SOMETHING than analyze every possibility and do NOTHING
Why bother ?
Every force is changing
Why bother ?
Disruption is everywhere
and kickstarter is the extreme
# of units sold/shipped

Conversion rates

Transactional metrics
NPS

Loyalty index

Customer Growth Rate

Churn

Life-time customer value / total-customer value
Digital Copyists
Everything Copyists
Life Time Value
Target Group Responsibles
Engagement Targets
Internal LeadGen Targets
Quality of Service focus
Customer Experience focus
Moving from
To
(good, bad, fair)
(satisfied, unsatisfied).
Doesn't mean less
measurability and accountability
Think Outside-in

Celebrate Customer Centricity

Everyone’s Customer Service
To grow a profitable airline...
Where people love to fly...
And where people love to work.
To be Valued for Excellence by all Stakeholders
Align with your business brand and strategy
Understand Offerings
Show interest
Engage
Take action
Show loyalty
Perform advocacy
Selling the service to management
Resource planning
Sales rep visit
_
Getting to know my options
and segments
Final words
It is better to do SOMETHING
than analyze everything and do NOTHING
Purchase
Understand Offerings
Show interest
Engage
Take action
Show loyalty
Perform advocacy
Awareness
Use
Adv. use
Service
Revenue
Loyalty
Potential
Needs mapping
Journey mapping
Target Groups
Create expectation-beating experiences
Touch point overview
...Not quite the overview?
Researching
Reviews say we are good, but not value for money
Services are key drivers to morebizz in webshop!
Lunch box ideas are the least in the morning. But our products are on the table
Goals
Connections
Principles
That’s more and new business
Because adding
To always
Touch points complying with CEM vision
Enabling healthy lifestyle
Supporting family living
Engaging
Monitoring and improving every step of the customer experience


make next interaction with the customer enriched by the previous


that extra value drives loyalty, frequency and advocacy.
My kids just tagged their favorite foods in the shoot-the-food game
So when I go shopping for my favorite recipes I'm nudged to go for ingredients they like
...And I let Arla know if their recipes with ingredients altered are particularly child friendly
More CEM projects on smaller budgets (MVP)
More accurate business cases
Personalization
Touch point performance
Customer journey efficiency
Target group knowledge
Value attribution
Approach
CEM performance
Touch point performance
Baseline
Value assumption
Feedback
Expectations
Experience
Customer's Expectation
Data depth and quality
Tool Complexity
High
Average
Low
Exhaustive
Limited
Basic Segmentation
Business Silo Based
Event Based
Contextual
Real-time and learning
Recognition -> Socialization -> Hiring
Voice of the Customer -> Voice of the Employee
Full transcript