flor de esteban partner daemonquest deloitte what...

WHAT CLIENTS REALLY WANT – GIVING CONSUMERS A VOICE

FLOR DE ESTEBAN – PARTNER – DAEMONQUEST DELOITTE

Postdigital consumer?

3

New consumer profile

4

The number of people over 60 year is expected

to grow from 200 million to 2.000 million in 2050

5

Also in 2050 we will be 10.000 million

people worldwide (70% in cities)

6

Actually, in 2014 40% of the world population (2.700 million) is connected to internet

7

1% of the world population, has 50% of the wealth (20% consume 80% of resources)

8

Retail sales in China may exceed those of the

United States, reaching 5 trillion dollars in 2015

9

Every minute 48 hours of video are uploaded to YouTube

11

1. More Senior 2. More Connected

12

3. More Intelligent 4. More Demanding

13

5. More Sophisticated 6. More Caring

14

7. More Inaccessible

15

Days needed to sell 1 million units

iPhone

2007

iPad

2010

iPhone 4S

2011

iPod

2002

Blackberry

2002

Netbooks

2007

~1

~360

It is a changing consumer, who adopts changes and evolves very quickly

Source: Morgan Stanley Research. Internet Trends CM Summit, NYC. June 7, 2010

www.morganstanldey.com/techresearch

Apple Press Info, “iPhone 4S First Weekend Sales Top Four Million,” October 17, 2011

http://www.apple.com/pr/library/2011/10/17iPhone-4S-First-Weekend-Sales-Top-Four-Million.html

Drivers of change Crowd-Sourcing Enhanced Usability Increased Mobility

Lower Prices

β Ease of Testing Evolved Connectivity Scalable Infrastructure

Inspiration

19

19

ecommerce

Digital Content

Cloud

e-health Apps

E-learning

Interacción

1. Feel

2. Share & Opinion

3. Healthy & Fit

5. Knowledge Society

8. Lowxury

7. Influencers

6. Tech Revolution

20

1. Feel

“We have replaced the experience with the experimentation”

21

2. Share & Opinion

“If you do not share it, it is as if you had not done it”

22

3. Healthy & Fit

“It is not worthy looking good, but feeling good and being fit”

23

5. Knowledge Society

"We live immersed in the society of information and knowledge“

24

6. Tech Revolution

“Technology has evolved and has been democratized”

25

7. Influencers / KOL

"The opinions of a few, influence and create trends for the majority"

26

8. Lowxury

“ Increasingly, customers want lower cost services but premium quality ones”

27

Why people buy?

28

10 grandes impulsos de compra

29

1. Price

Clients makes companies focus their sales in “value for price rather than pure price”.

30

2. Proximity

Physical or emotional, is the quality that makes the consumer feel the affinity for the brand that he will eventually end up consuming.

31

3. Exclusivity

The key concept that makes the consumer, when purchasing the product or service, feel unique and special.

32

4. Freemiun

Why people love to buy and consume but feel little engagement to what they buy?

33

5. Aspiration

“New consumers can be identified with the following formula: I am what I have and what I consume”.

34

6. Experience

It is what lasts in the mind of people and one of the main indicators facing to generate brand affinity.

35

7. Freedom

Experience searched by consumers in the market when deciding which products or services will get them closer to that feeling.

36

8. Unique moment

Turn the experience into a unique moment is one of the most desirable objectives of brands. A unique moment is memorable.

37

9. Recommendation

Word of mouth is the best indicator to measure the health of a brand and its growth potential in the short and long term.

38

10. Loyalty

A stable and lasting relationship turns a sale in the beginning of the next one.

39

What can we do?

40

Neuromarketing

Co-creation

Real-time marketing

Voice of the customer

Real-time marketing

41 © 2014 Daemon Quest, S.A.

¡ “WOOOW” effect!


We receive 3.000 advertising

impacts per day

How to compete in a saturated market

The customer relationship

48

Key factors

Segmentation

Consistence

Relevance

Innovation

50

Real-time marketing is to reach our customers at right

time with a relevant communication to fulfill

their needs.

51

Smarter decisions through more granular customer insight


Realtime ingredients marketing

Analytics

Channel

Simplicity Creativity

Momentum

Voice of the customer


¡Listen !

¿Are you looking for the differentiation?: Differentiate through customer experience

02/10/2014 56.

Better Customer Experience Drives Millions In Revenue Benefit Across Industries (Cont.) June 2013 “The Business Impact Of Customer Experience, 2013”

The economic impact of managing the customer experience has been demonstrated by many studies

02/10/2014 57.

¿What perceive our customers?

58.

Most companies make the same mistakes trying to listen to their customers

Top key issues

Customer is heard but no action is done

No actionable conclusions are obtained or action is not with customer departmental vision

The feedback is compiled Ad hoc and with little chance of resolution

The sources tend to be expensive in both money and time

It operates in silos, each area manages its own customer feedback

It is not only to collect information but

to improve the "understanding" of

customers and generate action to

achieve change across the organization

02/10/2014 59.

The organizations are in one of these 4 phases in the structuring and ability to listen to customers and act on data

Gatherers

Analyzers

Contributors

Transformers

Fuente: Temkin Group

Evolution of the Voice Customer Programs(VoC)

Obtain data

Analyze data

Interdepartmental collaboration

Customer feedback in the daily management

02/10/2014 60.

7 Keys to a successful program Voice of the Customer

1.- ASK your customers

A B

A B

Company

Company customer

customer

02/10/2014 61.


2.- Ask constantly

62.


3.- Create ACTIONABLE information

63.


4.- Create RELEVANT information for each professional

64.


5.- the voice of the customer has to reach WHOLE ORGANIZATION

65.


6.- Creates a culture of listening and action

66.


7.- TIME is money

67.

Realtime In a world where we all expect everything yesterday, we can not wait months, weeks, or even days to see what happens to my client. Responsiveness to our customers is dramatically influenced by the time it took to get them the information.

Who needs it Much of the success of these studies lies in the granularity: that the information gets to the people in the organization who can take immediate action if necessary. A level seller / or point of sale.

In the appropriate format The voice system of the customer does get only the relevant information for each level person within the organization and in any format. Thus, we guide the customer organization, giving employees a tool useful for the performance of their business information.

EFM: Right time, right person, right information

68.

Integrating the customer voice in the organization is not an option

. ..the question is whether to do with the technology that will give you the advantage

Co-creation


Democratizes the creative process!

My starbucks idea Ideas over150.000 in 5 years


Styling your smart 52.838 new Smart designs


Neuromarketing


Don’t listen your customer, ¡Read emotions!

Rational vs emotional The reason of being

We are not rational being,

but we are rationalizing

beings

© 2014 Daemon Quest, S.A. 73

Thoughts Action Feling Follow up Thoughts Action

The Neuromarketing not ask the opinion of people, don’t ask them, just observe, regardless of subjective interpretation and reading their emotions directly

The most expressive way humans show your emotions is through facial expressions


“ 80 % of the companies consider that

they offer a superior service…

… but only 8% of the customers believe

than they have had an excellent

experience as customers” Fuente: Bain & Co.

“The true diferentiation will come when the customer

choose your company, not because WHAT you offer to him

but HOW you offer to him”

77

Thank you very much

[email protected]

flor de esteban partner daemonquest deloitte what...

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