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

Source: @ColinShaw_CX and @MicahSolomon

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

What’s the DNA What’s the DNA of the Belgacom experience?of the Belgacom experience?

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

Determine channels2

web – website - etail Inbound & outbound

Online & offlineWebsite & apps

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 channel journeys4

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

geert.martens@4Cconsulting.com @geert_martens

http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeertwww.4cconsulting.com