TRANSFORMING
THE GLOBAL
CUSTOMER EXPERIENCE
Functional
Valuable
Emotional
Services
Products
FROM PRODUCTS TO
EXPERIENCES
• Consistent
• Intentional
• Different
• Valuable
Experiences
Customer loyalty
WHY CUSTOMER
EXPERIENCE MATTERS
86% will pay more for a better
customer experience
89% stopped doing business
following a poor customer
experience
79% of consumers who voiced
complaints online were ignored
36% of consumers cite
personalised experiences as the
reason they stay with a brand
33% consumers cite brand
reputation as the reason they stay
with a brand
GLOBALLY
CONSISTENT
LOCALLY
Forrester report. Global Processes to help deliver local customer experiences. August 2012
THE SIX DISCIPLINES NEEDED
GOVERNANCE
Implementing global customer experience
governance
STRATEGY
Translating global brands into a local
customer experience strategy
UNDERSTANDING
Developing a clear understanding of each
local customer base
DESIGN
Designing locally relevant customer
experiences
CULTURE
Building a global customer-centric culture
MEASUREMENT
Tracking both global and local metrics in
86% of executives said that Customer
Experience was their top priority this year
Improving the on-line and cross-channel
customer experiences are their main objective
A lack of clear
strategy
is the number one
obstacle to improving customer experience
Forrester report. The State Of Customer Experience 2011
DESIGN
your experienceALIGN
your organisationCXM STRATEGY - THE SIX STEP PROCESS
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
DESIGN
your experienceALIGN
your organisationCXM STRATEGY - INSIGHT
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
What First Direct did was to realize
that people were changing their habits
and would want to bank 24 hours a day,
7 days a week. So that was the insight…
I think all great brands have insight.
Peter Simpson, Commercial Director
12
DESIGN
your experienceALIGN
your organisationCXM STRATEGY – YOUR BRAND PROMISE
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
DESIGN
your experienceALIGN
your organisationCXM STRATEGY – EXPERIENCE DESIGN
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
Facebook mobile users are 2X more active than desktop users.
Source: Gartner Research; Smartphone, Tablet, and PC Forecast, December 2010.
Efficient
• IM (Interaction Management)
• Inbound
• Cost focused
• Customer Support
Effective
• CRM
• Outbound
• Revenue focused
• Customer Loyalty
Experiential
• CEM
• Multi-directional and channel
• Customer focused
• Customer Advocacy
Eff
ici
e
n
cy
Effectiveness
Inefficient/Ineffective
CONTACT CENTRE EVOLUTION
© Copyright Smith+Co 2012 All rights reserved.
© Copyright Smith+Co 2012 All rights reserved.
DESIGN
your experienceALIGN
your organisationCXM STRATEGY – INTERNAL ALIGNMENT
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
TNT Global Express China mission
A GREAT COMPANY TO DO BUSINESS WITH
We will be the preferred choice for international express users
in China because we offer the best customer experience
TNT Global Express China mission
A GREAT PLACE TO WORK
We will be the preferred choice for employees in China,
because we have the most exciting company culture
CUSTOMER EXPERIENCE
EFFECTIVE
PROCESSES
“Sure We Can”
CULTURE
UNDERSTAND OUR
CUSTOMERS
DESIGN
your experienceALIGN
your organisationCXM STRATEGY – EXTERNAL COMMUNICATION
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
‘finger lickin’ good’
Finger Lickin’
Good
Eat Your
Fingers Off
It takes a strong
man to make a
tender chicken
It takes an aroused
man to make a
chicken affectionate
come alive
with the Pepsi
generation
Pepsi will bring your
ancestors back from
• Think different
• Position smart
• Brand global
• Partner local
• Commit long-term
HOW DID
STARBUCKS
GET IT RIGHT?
DESIGN
your experienceALIGN
your organisationCXM STRATEGY - MEASUREMENT
MEASURE
and sustain successDEFINE
Your brand promiseENGAGE
your external audienceINSIGHT
Customer valuesTransforming
the global
customer
experience
Brand image
Brand promise
Brand delivery
Marketing
CEO
Operations
Human
resources
© Copyright Smith+Co 2008. All rights reserved.
42
Forrester report. Global Processes to help deliver local customer experiences. August 2012
