1

Disrupting The Customer Experience

2

The Customer experience

landscape

3

An ever changing world…

Technological

Economic

Consumer mind-set

Societal

… Changing expectations as a result.

4

Delivering a compelling end-to-end

customer experience is a challenge…

… that many companies failed

5

Only

14%...of interactions exceeded consumers’ expectations

Ipsos Smarter Loop Feedback 2017, APAC results (all countries, n=9,000)

A growing dissonance between the promise and the experience

6

We know that …

Many CX initiatives fail to deliver impact

Managing Customer Experience is not easy

Need to deliver Return on CX Investment (ROCXI)

7

So, what is it that helps create an emotional bond?

8

Auto Banking Telecoms Airlines Hotels

Insurance Departmentstores

Supermarkets

We did R&D in APAC to assess the quality of CX interactions across sectors

9

60%... of respondents state that personal experience has a lot of influence on how they make decisions about which brands they choose to do business with

Ipsos Smarter Loop Feedback 2017, APAC results (all countries, n=9,000)

Customer Experience really matters!

10

DissatisfiedFunctionally

Satisfied (only)

Satisfied and

Emotionally

Attached

Em

oti

on

al

Functional

Dysfunctional

Meets needs, Reliable, Satisfied

Tru

st, P

rid

e, Fo

rgiv

en

ess

< 2%

Creating a functional / emotional framework

11

DissatisfiedFunctionally

Satisfied (only)

Satisfied and

Emotionally

Attached

Em

oti

on

al

Functional

Meets needs, Reliable, Satisfied

Tru

st, P

rid

e, Fo

rgiv

en

ess

Creating a functional / emotional framework

12

Driving emotional engagement leads to higher customer lifetime values

88

564070

72 81

LIKELIHOODTO CONTINUE

221136

‘PROMOTERS’CROSS-SELL/ ‘USE MORE’

EMOTIONALLYATTACHED

FUNCTIONALLYSATISFIED

DISSATISFIED

Source: Ipsos R&D

13

In more than 1 in 3 cases companies are not even aware of a customer complaint or negative critical incident

4 out of 5the company did not even apologize

Only 25%Of customers say they have been keptinformed of the situation

14

Providing the right ingredients to drive strong relationships – functional and emotional

15

EmpowermentHelp customers feel in control

of the situation and in the driving

seat

RecognitionMake customers feel valued,

respected and worthy of

special treatment

Fair TreatmentMake customers feel that there is

a fair exchange in their

relationship with you

Shared ValuesHelp customers feel a sense of

belonging and show you care

about the greater good

CertaintyMake customers feel that things

are clear, transparent and working

as expected

Source: Ipsos R&D 2019

Fair Treatment

Certainty

Recognition Empowerment

Shared Values

The Five Forces of

CX

Introducing the Five Forces of CX –The science of strong relationships

16

CX Journey & Interactions

Retention

Advocacy

Share of Spend

Operational Efficiency

Relationship

Strength

Assess impact Diagnose CX Optimise the journey

Empowerment

Fair Treatment

Certainty

Recognition

Shared Values

17

Thank you