oracle sales & marketign summit - customer experience
TRANSCRIPT
Nuovi paradigmi per la Customer EXperience: uno scenario a
supporto delle strategie di relazione con il “nuovo” consumatore
Roberto Manzoli Sales Consulting Manager – CRM [email protected] Oracle Italia
What is Customer Experience?
“How customers perceive their interactions with your company.”
The customer experience must be useful (deliver value), usable (make it easy to find and
engage with the value), and enjoyable (emotionally engaging so that people want to use them).
“You've got to start with the customer experience and work back to the technology — not the
other way around.” – Steve Jobs
What is the Average Number of Channels in 2011 Customer Experience?
4
10
20
10 Store
Website
Call Centre
SMS
Interactive TV
Smartphone / Tablet
Social Media
Kiosk
What is the Average Number of Channels in a 2015 Customer Experience?
10
20
30+
Relative Age of Customer Touch Point
Influence/M
anage
Direct Mail Store
Old Media
Advertising
Signage and
Packaging
Billing
Sales
PR Telesales
Service
Center
Live
Events
Focus
Group
Newsletter
Loyalty
Program
Kiosk
Website
Blog Communities
Social Networks
IM/Chat
Location
Based
Services
Deal Aggregators
Mobile
Applica-
tions
Online Events
Video Communities
Augmented Reality
Gamification
30+
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13:30 - 14:15 Ask the expert:
Web Commerce, Knowledge Management, Marketing & Loyalty, Policy Automation