SLUSH 2016 - Customer Experience Strategy keynote
- 2. ColumbiaRoad
Digital Commerce Consulting
Customer focus
• CX Strategy and transformation
• CX Vision and planning
• Customer Journey Optimization
• Customer insight
Digital Sales
• eCommerce strategy and design
• Omni-channel strategy and design
• Inbound
• eCommerce data analytics
Implementation with lean service creation
• B2B Sales Channels
• Continuous design & development
• Enabling agile
• Concept and UX design
• Prototyping
• eCommerce Shops
- 8. An app is not enough!
Marketing is not enough!
A smile in customer service is not enough!
CX IS HARD!
- 16. How do you solve customers’ aspirations and meet
their expectations at every single touchpoint?
CUSTOMER JOURNEY
VALUE
PROPOSITION
CUSTOMER
JOB TO BE DONE
- 18. ColumbiaRoad
CUSTOMER
JOB TO BE DONE
What customer
actually needs
What
customer
wants
What customer
expects
What
customer
feels
It’s not about function,
it’s about experiences
- 22. ColumbiaRoad
23
Customer’s aspirations have to be fulfilled throughout the
whole journey from awareness through buying to termination
CUSTOMER JOURNEY
AW
ARENESS
GETTING
FAM
ILIAR
CONSIDER
PURCHASE
USE
SERVICE
/
PRODUCT
ADVOCACY
RETIRE
- 28. ColumbiaRoad
Define where to focus your efforts - customer
intimacy is not everyone’s game
29
VALUE
PROPOSITION
CUSTOMER
JOURNEY
PROCESS
Operativeefficiency=price
Productleadership
Customer intimacy
- 29. ColumbiaRoad
Key questions in defining your CX strategy
30
CUSTOMER JOURNEY PROCESSVALUE
PROPOSITION
CUSTOMER
JOB TO BE
DONE
COMPETITORS
How do new technologies and consumer habits affect the pattern?
What is the business case?
How to do money?
Who is the
customer?
Is this in sync with
job to be done?
What are the
critical points?
Are the assets able to
fulfill the expectations?
Who are
competing for
the same job to
be done?
- 30. ColumbiaRoad
How does a change in one affect the whole?
31
CUSTOMER JOURNEY PROCESS
CUSTOMER
JOB TO BE
DONE
COMPETITORS
VALUE
PROPOSITION
E.g. changing
competition
E.g. change in
value prop.
- 31. ColumbiaRoad
How to ensure you are focusing on both short-term
and long-term efficiently with minimal risk?
32
Time
Value
2 months - 1 year 1 year - 3 years 3 year - 6 years
Incremental
New
Disruptive
- 32. ColumbiaRoad
How to measure customer experiences?
33
CUSTOMER JOURNEY
VALUE
PROPOSITION
CUSTOMER
JOB TO BE DONE
Does your customer
perceive your value
proposition as planned?
What are the key points and bottlenecks
in overall journey?
How are customers moving between phases?
How is each touchpoint performing?
Is customer getting
their job done?
- 35. Why Columbia Road?
FOCUS: our focus is purely on creating & growing businesses with
digital. Our mission is to challenge current Finnish digital channel
approach which is either IT or marketing driven, not holistic.
OUR TEAM: Includes strong B2C & B2B digital sales channel
expertise. Strong experience from every aspect in relation to
customer experience and digital sales.
OUR SKILLS: End-to-end delivery capability from strategy to
implementation. Sales strategy, customer journey mapping,
concept design, agile development, data analysis & growth
consulting.
MOTIVATION: We are a young & dynamic growth company with
hunger to make this a success story.
RISKS MINIMIZED: We are backed up by Futurice’s 300+ digital
experts.
columbiaroad.com
- 36. ColumbiaRoad
Digital Commerce Consulting
Customer focus
• CX Strategy and transformation
• CX Vision and planning
• Customer Journey Optimization
• Customer insight
Digital Sales
• eCommerce strategy and design
• Omni-channel strategy and design
• Inbound
• eCommerce data analytics
Implementation with lean service creation
• B2B Sales Channels
• Continuous design & development
• Enabling agile
• Concept and UX design
• Prototyping
• eCommerce Shops
- 38. ColumbiaRoad
39
Of global digital companies 28% strongly agree and 50% companies agree
that they try to differentiate through customer experience
Source: eConsultancy
89% of companies expect to compete mostly on the
basis of customer experience by 2016
50% of consumer product investments will be, by 2017,
redirected to customer experience innovations
Source: Gartner for Marketing Leaders
Source: Gartner for Marketing Leaders
Your competitors will try to win you
through superior customer experience
- 39. ColumbiaRoad
40
Leaders in customer experience generated 35% higher
returns than market average.
Laggards posted 45% lower returns than market average.
Source: Watermark Consult
Customers who had the best past experiences spend 140% more compared to
those who had the poorest past experience.
Source: Harvard Business Review
Customer experience has a critical
impact on company profitability
- 40. ColumbiaRoad
41
75% of companies recognise service as competitive differentiator…
..still, customer satisfaction levels have decreased for 4th year in
succession.
Still, companies are failing to meet
customer expectations
Source: Dimension Data
- 41. ColumbiaRoad
42
Strategy is perceived to be the nr. 1 key
building block of brilliant customer
experience, according to respondents.
Source: eConsultancy
CX should be the heart of your strategy