Download - Introducción al Customer Experience
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Gestión de la Experiencia de Clientes:
evolucionando el CRM
Ana del Amo, CRM Principal Sales Consultant
Silvia Murga, CRM Principal Sales Consultant
Customer Experience Mgmt
Sesión exclusiva para Partners
23 de Febrero de 2012
Agenda
¿Experiencia Positiva?
La Experiencia del Cliente Proporcionar experiencias personales de valor
Fuente: Innovare - Sep 2010
“Cada vez que una empresa interactúa con un cliente, éste vive
una experiencia con la empresa que puede fortalecer o
debilitar la relación futura y el deseo del cliente de regresar,
gastar más y recomendar a la empresa.
Los responsables de la Gestión de la Experiencia del Cliente
identifican cada uno de estos momentos de la verdad y se
aseguran que la empresa, sus colaboradores, productos,
procesos, tecnologías y cultura estén alineados con todos
estos puntos de contacto, para satisfacer de la mejor manera
posible al cliente... sobre la base de lo que resulta más
importante y valioso para ellos”.
On average, more than three-quarters of consumers use two or
more channels to browse, research, and purchase products.1 85
percent of shoppers expect the shopping experience to be
consistent.2
Source: 1
Oracle ATG Cross-Channel Commerce: A Consumer Research Study, 2009
2
4th Annual MyBuys/e-tailing group Consumer Insights Survey
Tendecias: Cross-Channel
Store
Call Center
Web
Mobile
Tablet
Social
Research Shop Buy Pickup Service
Browse Reviews
Search
Receive Email Offer
Check With
Friends
Product-Related Call
Inspect Product
Chat
Buy Online
Write
Review
In-Store Pickup
Tweet
Like
Check Delivery Status
Call for Accessory Information
Follow-On Purchase
El viaje del cliente se ha complicado
One-third of consumers say they are unsatisfied with digital content when
researching a product or service1 .
Too often, experiences focus on what the business wants to promote rather
than customers’ needs and goals, a key point of frustration for consumers2.
Source: 1 “How Consumers Research, Buy, And Get Service,” Adele Sage, Forrester Research Inc., March 2011
2
2012 Customer Experience Trends Survey, Endeca Technologies, May 2011
Tendecias: Web
U.S. online sales are expected to rise by over $100 billion from 2010
to 2015.1 70 percent of all Internet users made at least one online
purchase.2
Source: 1
eMarketer 2011 US Retail Ecommerce Forecast
2
comScore Q2 2011 U.S. Retail E-commerce Sales Estimate, August 8, 2011
Tendecias: Web
86% of customers will stop doing business with an organization after one
bad experience. 82% of customers will tell their friends about their bad
service experience. 60% of customers will pay more for better service.
Source: Harris Interactive, 2009 Customer Experience Impact Report
Tendecias: Infidelidad
48 percent of all U.S. consumers use their mobile devices to
research and browse products and services.1 Two-third of
consumers use mobile phones for purchasing.2
Source: 1
Oracle ATG Cross-Channel Commerce: A Consumer Research Study, 2009
2
L.E.K. Consulting Consumer Study, 2011
Tendecias: Dispositivos móviles
More than half of frequent web shoppers turn to social networks
such as Facebook and Twitter at least some of the time to gather
ideas for shopping.1 28 percent of Facebook users have purchased
something online via a Facebook link.2
Source: 1
the e-tailing group, inc. Study, 2011
2
Shop.org 2011 Social Commerce study
A
a
Tendecias: Medios Sociales
Cambio fundamental del ecosistema
Channel Explosion
Diverse channels: Mobile, Social, Web, In-Store
Diverse devices: iPhone, Android, PC, Kiosk
New expectation: consistency and persistence of experience across all
Unpredictable Paths
Customer Diversity
Old marketing: set up a clear path from promotion to purchase
New marketing: consumers define terms, times, and location of journey
New expectation: personalization and relevancy on the “my” terms
Market to few: segmentation and targeting to high-value scenarios
Market to many: new customer acquisition deeper into the long-tail
New expectation: loyalty earned on adapting to all customers
Personalizar las Experiencias de los Clientes
Create a consistent, relevant, and personalized customer experience
that delivers on your brand promise
Las empresas ponen foco
Source: IDC European CRM Trends Survey, June 2010
1. Customer complexity. Customers
don’t think in terms of channels, and
they expect experiences to be
optimized for their unique point of view.
2. Technology complexity. An
ecosystem of technologies is needed to
deliver relevant and adaptive content
and promotions for every customer, in
any channel, across every context.
3. Business Control. Businesses need to
be able to influence customer behavior
regardless of where or how customers
choose to engage.
4. Rapid innovation. Solutions need to
be flexible enough to adapt to changing
market needs, influence customer
behavior across channels, and scale a
relevant, personalized experience for
every customer, every time.
Challenges
#2: Contextual Journeys
#4: Outbound Precision
#3: Engaging Self-Service
#6: Mobility / Location Services #5: Action Framework
#9: Social Networking
#7: Distinctive Clienteling
#8: Enduring Loyalty
#10: Compelling Interface #1: Smart Cross-Channel
La experiencia de cliente memorable
#2: Contextual Journeys “You understand my history, my current situation and my desired
destination. Your recommendations are helpful, astute and non-invasive”
#4: Outbound Precision “Whenever you contact me, you
respect my privacy and understand my preferences. Your messages are
relevant and timed to perfection”
#3: Engaging Self-Service “Interacting with you, to manage my account or consider a purchase, is always helpful. You never hard sell. You often surprise and delight me.
#6: Mobility / Location Services “Wherever I go, you understand and anticipate what is right for me, there and then. I take you everywhere. It’s fun and invaluable having you there”
#5: Action Framework “You deliver on your promises.
You don’t just recommend actions, you execute them, there and then, across channels. Said and done”
#9: Social Networking “I trust you. So do my friends. I enjoy being your advocate. I am glad to be part of your social network, and I am glad you are part of mine. I like you”
#7: Distinctive Clienteling “My experience in your stores is
smart, stylish and distinctive. Your staff are well-informed and use cool technology to make me feel special”
#8: Enduring Loyalty “You recognise me and reward me. I appreciate the way you treat me. You
make me feel special and you understand what makes me tick”
#10: Compelling Interface “Your brand is cool. Whatever the
channel, the experience is fresh and compelling and unmistakable. I am
proud to be your customer”
#1: Smart Cross-Channel “Your brand is consistent and
trustworthy. You never drop the ball. Whatever the channel, you are there whenever and wherever I need you”
La experiencia de cliente memorable
Customer eXperience Mgmt. Solutions
The Emergence of Customer Experience Management Solutions, Forrester Research, August 2011
Oracle CXM Solutions The Connected Customer Experience
• Best-in-Class Web Experience
Management –Comprehensive targeting, analytics, user-
generated content & end-user
personalization across online channels
–Extends with e-commerce, business
intelligence & CRM
–Optimized with a scalable ECM &
middleware infrastructure
• End-to-end Customer Experience
Management –Leverages customer information from all
systems
–Unifies commerce, merchandising,
marketing, and service across all
channels
–Provides personalized, choreographed
consumer journeys & interactions across
all channels