customer experience - how brands can work with cx in an ever-evolving digital landscape

FEELING IS BELIEVINGDIGITASLBI BREAKFAST CLUB

HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCEIN AN EVER-EVOLVING DIGITAL LANDSCAPE

People will forget what you saidPeople will forget what you didBut people will never forget how you made them feel

Maya Angelou

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

OUR MISSIONWE CREATE WORLD CLASS CUSTOMER

EXPERIENCES


OUR FORMULAWE FUSE DATA, CREATIVITY AND TECHNOLOGY

DATA IS THE FOUNDATION CREATIVITY IS HEART

TECHNOLOGY IS THE ENABLER


SERVICE OFFERINGS

INSIGHT & STRATEGY

THE INDIVIDUALChannelMarket

Competition

BRAND EXPERIENCE

THE BRANDService design

Campaigns

ACTIVATION

OWNED · EARNED · PAIDEngagementConversationAwareness

PLATFORMS & COMMERCE

CXME-commerce

WCMPlatform Optimizaion


WHO WE WORK FOR


WE CREATE AWARDWINNING WORK

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 8

USA2850

NORDICS250

UK900

EUROPE1000

APAC1100

6000+ PEOPLE40 OFFICES25 COUNTRIES


SARA EGGERT• Skåning living in Göteborg

• Three years at DigitasLBi

• 10+ years working with creating user experiences for both physical products and digital services

• Is Geek Girl by heart

Senior User Experience Architect@eggerts


ISABELLA SALOMONSSON• Värmläning in exile

• Two years at DigitasLBi

• 10+ years working with content and communication

• Is just a geek

Lead Content Strategist@salomonssons


OK, LET’S GET STARTED

WHY DO I NEED TO CARE?


THE DIGITAL EVOLUTION

Electricity Light bulb Phone Internet Social WebInternet of Things


HOW WE’VE USED DIGITAL

Social Web Integrated platformsMarketing Loyalty programsProduct catalouge


IT IS NO LONGER A BUZZWORD

More than 70 % considerCustomer Experience to be a highly strategic issue to be

address at top management level

Customer Experience in the digital age, Harvard Business Review, 2015

People will forget what you saidPeople will forget what you didBut people will never forget how you made them feel

Maya Angelou


WHAT DO WE FEEL?

Plutchik’s wheel of emotions

POSITIVE EMOTIONSTrustInterestCuriosityWonderDelightFulfilledHappyPleased

NEGATIVE EMOTIONSDistrustAngerAnnoyanceUndervaluedInvisiblePowerlessMisunderstoodBetrayed

90% OF CONSUMERS TRUST PEER RECOMMENDATIONS.

ONLY 33% TRUST ADS.

Nielsen / SimplyMeasured


A happy customer will tell about 4-6 peopleabout their experience

THE PAY-OFF



An unhappy customer will tell about 9-15 peopleabout their experience

THE DOWNSIDE



THE BOTTOM LINEIt is all my interactions with a brandboiled down into one elusive feeling

DID YOU DO GOOD?or

DID YOU DO BAD?

SO, WHAT’S THE DEAL?

CUSTOMER EXPERIENCE IS THE FEELING

YOU REMEMBER


YOU ARE ONE BRAND

INTERACTIONBRAND


HOW YOU SEE YOU

Product R&D

Online

Marketing

PR

Sales

HR

MANAGEMENT

BRAND*

WHAT KIND OF EXPERIENCE DO YOU THINK THAT WILL GIVE ME?

I GET IT!WHY DOSEN’T EVERYONE

DO THIS?


THE TOP THREE BARRIERS OFCX IMPROVEMENTS

Customer Experience in the digital age, 2015, Harvard Business Review

1. ORGANIZATIONAL SILOS2. CULTURAL RESISTANCE3. INFLEXIBLE, OUTDATED TECH


ORGANIZATIONAL SILOS

Customer Experience in the digital age, Harvard Business Review, 2015

Organiza...

5037

Best in classUnderachievers


CULTURAL RESISTANCE

Cultural...

44

38



INFLEXIBLE, OUTDATED TECH

Inflexib...

34

32



CUSTOMER EXPERIENCE STRATEGY


WORK FOR CHANGEVISION CULTURE ORG. TECH ACTIONS

CULTURE ORG. TECH ACTIONS

VISION ORG. TECH ACTIONS

VISION CULTURE TECH ACTIONS

VISION CULTURE ORG. ACTIONS

VISION CULTURE ORG. TECH

= CHANGE

= RESISTANCE

= CONFUSION

= FRUSTRATION

= FALSE STARTS

= NOTHING


WHERE IS YOUR COMPANY?

Integrated processSilos

Shared strategy and communication

Fractured strategies and communication

IT’S A JOURNEY


THE TRANSFORMATION BEGINS

TRANSITION

DIFFERENTIATION

DISTINCTION

TIME & INVESTMENT

CX IM

PLEM

ENTA

TION


TRANSITION:SORT OUT BASICS

• Do we have a joint approach on how to engage customers in the different stages of the customer decision journey?

• Is our communication constructed to cater for different types of customer behaviours?

• Is our communication consistent across all customer touch points?

• Do we live up to expectations?


DIFFERENTIATION:TAKING THE NEXT STEP

• What is our primary processes towards and around our customer?

• When are we most likely to fail our customers?

• Are we doing it right today?

• How can we create change?


DISTINCTION: TAKING THE NEXT STEP

• Data leads to insights which leads to optimization opportunities

• Get creative with solutions

• Explore the unknown

• Never settle

HOW TO MEASUREA NEW TYPE OF DATA


EMOTION DATA

Positive• Familiar situation• Relaxed chore• Cheerful mood• History of good experiences with a vendor• Shopping for fun

Negative• Startling occurrence• Urgent problem• Depressed or angry mood• History of bad experiences with a vendor• Making a critical purchase

Experience

Positiveemotion

Negativeemotion

Context


WHEEL OF EMOTIONS

Plutchik’s wheel of emotions

POSITIVE EMOTIONSTrustInterestCuriosityWonderDelightFulfilledHappyPleased

NEGATIVE EMOTIONSDistrustAngerAnnoyanceUndervaluedInvisiblePowerlessMisunderstoodBetrayed


POKER FACE?

Selfreported feelingsObserve behaviourFacial recognition of emotionsPhysiological arousal

TAKING THE FIRST STEP


UNDERSTANDING YOUR AUDIENCE,MEANS YOU’RE ALWAYS RELEVANT

- How do they move and act?- What patterns can we identify?- Where do they experience hurdels?- What are their needs?- What makes them tick?


WHERE DO WE START?

Attitudes Needs Behaviour


Ecosystem=

THE FORMULA


REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS

CUSTOMER BEHAVIOUR

IDENTIFYNEED STATES & CUSTOMER BEHAVIOUR

YOUR JOURNEYSTARTSHERE


REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS

INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

IDENTIFYING YOUR CHANNELS

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE



INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

CONTENT

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE



INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

ENGAGEMENT MAPPING

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE

CTA



INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

A EVERGREEN ECO SYSTEM

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE

CTA


Ecosystem=

THE FORMULA

CUSTOMER EXPERIENCE IS THE EVER EVOLVING

END STATE

MOST IMPORTANTLY – YOU CANNOT DO IT ONCE

THANK YOU

STAY IN TOUCHSARA EGGERTSENIOR USER EXPERIENCE [email protected]@DIGITASLBI.COM

ISABELLA SALOMONSSONLEAD CONTENT [email protected]@DIGITASLBI.COM