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The art of a stellar customer experience

This talk addresses the challenges that sales, marketing and customer service representatives face today as they try to achieve customer engagement and customer loyalty in a connected world.
We certainly live in the age of the connected customer. Today everyone is connected on line. Through internet our customers do their own research on our products and services. They even make their buying decisions whilst they spend time on line. As a result, the traditional buying journey has changed dramatically. Internet technology has had a massive impact on the way we influence our customers, the way we communicate with them and the way we manage our relationship with them.
In this talk, I will focus on the design and delivery of a strong, memorable and consistent brand experience. I will discuss how to map and leverage your Moment of Truth (MOT) and touch points across the customer’s journey.

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The art of a stellar customer experience

  1. 1. Transforming customer experiences
  2. 2. Are you a… • …Sales person? • …Marketer? • …Customer Service Representative? • …Entrepreneur? If so keep reading.
  3. 3. What percentage of our daily time do you think we spend online?
  4. 4. 42% Source: Εmarketer.com
  5. 5. We are 7 billion people in the world. Source: Allianz
  6. 6. We are 3 billion users on internet. Source: internetworldstats
  7. 7. people globally are connected on line and they interact with each other. One out of two
  8. 8. Internet technology provides customers with many tools and a loud voice to exchange views and to express their feelings.
  9. 9. As a result the traditional buying process has changed dramatically.
  10. 10. Traditional buying decision model (B2C) Source: Zmot-ebook (2011)
  11. 11. Phase one: consumers are influenced by an external stimulus such as an advertisement or a friend’s opinion about a specific product. Phase two: consumers want to interact with the product and as a result they visit the nearest store. At the store they experience the First Moment Of Truth. Phase three: if consumers have a positive experience they will probably buy the product. Next, they will experience the Second Moment of Truth when they actually use the product. Traditional buying decision model (B2C)
  12. 12. Let’s take a look at how internet has changed things.
  13. 13. Today’s buying decision model (B2C) Source: Zmot-ebook (2011)
  14. 14. of the shoppers said that ZMOT (Zero Moment of Truth) shapes their decisions. 84% Source: Zmot-ebook (2011)
  15. 15. ZMOT = Zero Moment of Truth On line impression of the product or service when researching it on the web FMOT = First Moment of Truth SMOT = Second Moment of Truth First physical impression of the product or service when interacting with it First use of the product or service after purchasing it Source: Zmot-ebook (2011)
  16. 16. What is a Moment of Truth?
  17. 17. Jan Carlzon defined the Moment of Truth as any time the customer comes into contact with any aspect of a company, however remote, he or she has an opportunity to form an impression.
  18. 18. Why should I care?
  19. 19. 1. Your control on customers decreases Internet has empowered customers to know often more about the product they are going to buy than the person selling it to them.
  20. 20. 2. Your communication with customers changes Customers compare on line countless international competitors and they buy the most appealing and customised solution to their needs.
  21. 21. Customer 3.0 Customers 3.0 are highly informed and socially connected, they demand instant gratification, they trust the crowd and they are self- promoting. 3. Your customers become superheroes Source: Accenture
  22. 22. What should I do?
  23. 23. Customer experience is the secret ingredient for customer engagement.
  24. 24. Regardless of whether it is created it on purpose or not, every customer has an experience with our brand.
  25. 25. What’s that?
  26. 26. According to HBR customer experience is your customer’s end to end journey with you.
  27. 27. But, how can we actually improve this experience? Where do we start?
  28. 28. Firstly, it’s all about the…
  29. 29. Brand is promising a certain type of Experience.
  30. 30. Brand is guiding you in every encounter with your customer.
  31. 31. Secondly, you need to create a customer journey map and find out your touchpoints on this map.
  32. 32. The customer experience you offer may be good, bad or indifferent and it is formulated in your customers’ mind every time they interact with your brand during your touchpoints.
  33. 33. Touchpoint¹ 1 For the purposes of this presentation we recognize touchpoint as the place where a Moment of Truth takes place.
  34. 34. Today though everything is a touchpoint …our website, our social media accounts, our shop, our people, our products and services.
  35. 35. On shop HumanOn line 3 types of touchpoints
  36. 36. Thirdly, you need to leverage those moments
  37. 37. On Shop By engaging the 5 senses
  38. 38. The more effectively an experience engages the senses, the more memorable it will be (Pine and Gilmore 1998). In retail atmospherics music has the greatest effect on customers followed by scents, colors, and lighting (Turley and Milliman 2000). Senses can influence people unconsciously
  39. 39. On line By serving invisible customers
  40. 40. The online shop works like a showroom where shoppers research and compare prices. Source: PWC, 2015
  41. 41. HumanHuman By investing in new skills
  42. 42. Modern consumers demand modern skills Modern skills such as storytelling and improvisation enable you to design and deliver memorable customer experiences.
  43. 43. Do you still doubt?
  44. 44. of buyers would pay more for a better customer experience 86% Source: Forbes
  45. 45. of customers increased their purchases 85% Source: McKinsey After a positive experience, more than
  46. 46. Powerful questions How do we create an omni-channel experience across our communication channels? How can we design and deliver a consistently positive experience along the entire customer decision journey? How can we start building brand loyalty with first time buyers? Do we spend our money in the right places?
  47. 47. References Carlzon, J.; (1989). “Moments of Truth”. Harper Business Pine II, B.J.; Gilmore J.H. (1998). “Welcome to the experience economy”. Harvard Business Review Turley W. L.; Milliman E. R. (2000). “Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence”. Journal of Business Research https://www.allianz.com/en/about_us/open-knowledge/topics/demography/articles/110711-world-population-growth- are-we-too-many.html/ https://www.Εmarketer.com http://www.forbes.com/sites/christinecrandell/2013/01/21/customer-experience-is-it-the-chicken-or-egg/ https://hbr.org/2013/09/the-truth-about-customer-experience http://www.intel.com/content/www/us/en/communications/internet-minute-infographic.html http://www.internetworldstats.com/stats.htm http://www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service http://nstore.accenture.com/IM/FinancialServices/AccentureLibrary/data/pdf/Say_Hello_To_Customer_3.0.pdf http://www.pwc.com/gx/en/retail-consumer/retail-consumer-publications/global-multi-channel-consumer- survey/assets/pdf/total-retail-2015.pdf https://ssl.gstatic.com/think/docs/2011-winning-zmot-ebook_research-studies.pdf
  48. 48. To learn more contact Nefeli Vintzilaiou Learning & Development Consultant nefvin@ppplearn.com @nefvin uk.linkedin.com/in/nefelivintzilaiou
  49. 49. Engage with us We challenge people to feel, to think, to act! We provide business solutions for our clients to help them overcome organisational and Human Resources Development issues.www.ppplearn.com

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