Digital Customer Experience CX.pdfA strategy that transforms the experience for your customers &...

© 2015 Forrester Research, Inc. Reproduction Prohibited 2

Digital Customer Experience

The world is changing around us

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Customers are more demanding Digital is integral in our lives

What users say

Accordingly, the way we interact with customers needs to evolve to be more Digital

“How come new customers get a better deal? I don’t

feel valued for my loyalty!”

“Why can’t I get the same offer you

have online?

Sorry I can’t tell you the status of your order… I don’t have

access to branch systems

“Why do I have to wait 5 days? I need

it today!”

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I research I choose I try I buy I remain

Common Buyer Journey

Customers compare their shopping experience not only against your competitors, but also against other industries

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A clear Digital strategy becomes key for survival, where

digital is not a Channel but rather an Enabler to the

whole organisation to achieve the desired Customer Experience

Surviving this digital disruption means that your digital strategy must cover the end-to-end customer lifecycle

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Digital Service

Digital Marketing

Digital Sales

powered by Big Data and enabled by Technology

With the relevant digital Products & Services*, the transformation covers:

* where applicable, companies can introduce digital products & services (i.e. music, TV, etc)

A strategy that transforms the experience for your customers & maximises your opportunities

Digital Marketing

• 360 Customer View

• Digital Content Management

• Real–time, Contextual Marketing

Digital Sales

• Personalised Experience

• Lead Management

• Order Management & Fulfilment

• Sales Support

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Digital Service

• Proactive Care

• Automated & Self Care

• Personal Care

Provide personalised service using integrated digital support and

highly skilled advisors

Start in any touchpointComplete in any touchpoint

Leverage customer data to drive real-time, contextual advertising,

messages and offers

Relevance Convenience Serenity

… and is implemented consistently and seamlessly across channels

Digital Marketing

• 360 Customer View

• Digital Content Management

• Real–time, Contextual Marketing

Digital Sales

• Personalised Experience

• Lead Management

• Order Management & Fulfilment

• Sales Support

8

Digital Service

• Proactive Care

• Automated & Self Care

• Personal Care

Provide personalised service using integrated digital support and

highly skilled advisors

Start in any touchpointComplete in any touchpoint

Leverage customer data to drive real-time, contextual advertising,

messages and offers

Relevance Convenience Serenity

Single Channel Multi Channel Cross Channel Omni Channel ONE CHANNEL

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Where Customer Experience becomes your new currency!

• Customers can do:• whatever they choose• wherever the want• whenever they like

• Seamless & consistent experience

• Same sources of information across all touchpoints

Telephony

MobileStores

Online

TV

Digital is the enabler

One Channel

Our methodology for Digital Transformation focuses on 5 key pillars

10 11 July 2019

Customer Outcomes

Hard Enablers

Soft EnablersOperating Model

Customer Touchpoints

Success KPIs

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3

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5• Acquisition Market Share * • Distribution Efficiency *

• T-NPS * • Revenue Increase *

Relevance Convenience Serenity

IT Capabilities

Processes, People and Organisation Metrics and Rewards Pricing Strategy

* Sample KPIs for Digital Sales

With a tested 7-step Design Thinking approach, you can ensure your investments are well spent

7.Results

6.Implementation

5.Assessment

4.IT Architecture

3.Capabilities

2.Business Model

1.Customer Journeys

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Strategy Implementation

source: Deloitte – Strategy, not Technology drives Digital Transformation85% of executives are not strongly confident their organisations have a clear and coherent digital strategy *

* Source: Deliotte – Strategy, not Technology Drives Digital Transformation. 2015

Inspiring case studies of Digital Transformation

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Seamless Experience• Omni Channel Revenue: 50% of total sales• Online/Mobile Revenue: £2bn+• Focus on One Channel

Segment of 1• Online Sales Transactions: 300% increase• Online Revenue: 60% of total sales• Focus on Digital Marketing

Personalised Experience• 90% Excellent / Very Good ratings• Additional daily visits: 3,000• Focus on Digital Service

Digital Showroom• 60% conversion rate increase• Stock per showroom: 4 cars only• Focus on Digital Sales

Digital Products• 20% YOY Growth• Most Powerful Brand 2017• Focus on new Products & Services

KEPLER GATEwww.keplergate.com

Address: 71-75, Shelton Street, Covent Garden, WC2H 9JQ London, UKTel: +44 (0) 2081 333171Email: info@keplergate.com

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