SAMSUNG PMA ACTIVATION CONCEPT DIRECTION 25TH … · “we live in a bubble of fake bullshit”...

PLAYCOMMUNICATION.COM.AU

CUSTOMER EXPERIENCE

Simon HoraufFounder & Director, PLAY

PLAY is a boutique agency that delivers holistic brand experiences

- from digital to live experiences.

GOOD MORNING.

SIMON HORAUFPLAYCOMMUNICATION.COM.AU

SIMON@PLAYCOMMUNICATION.COM.AU

WHAT ARE YOUR EXPECTATIONS?

1 CUSTOMER EXPERIENCE?2 WORKSHOP 13 SOCIAL MEDIA’S IMPACT ON CE4 BREAKFAST5 CE IN MARKETING6 WORKSHOP 2

WHAT IS CUSTOMER EXPERIENCE?

WHAT IS CUSTOMER EXPERIENCE?...AND WHO IS

RESPONSIBLE?

“Every interaction between you and your

customers (or those youʼd like to be customers) is

part of the customer experience. Every single one, every single time.”

Michael Hinshaw, Founder of Smart Customer, Stupid Company, adjunct professor at Golden Gate University's

School of Business

LOGO &

TAGLINE

PEOPLE

ADVERTISING

OPERATIONS

LEADERS

SPACE

CALL

CENTRES

SOCIAL MEDIA

WHAT

OTHERS

SAY

GOOGLE

WHICH ONE OF THESE TOUCHPOINTS CREATES THE BEST AND WHICH ONE THE

WORST CUSTOMER EXPERIENCE?

LOGOPEOPLEADVERTISINGOPERATIONS

LEADERSSPACECALL CENTRES

SOCIAL MEDIAWHAT OTHERS SAYGOOGLE

53% OF ALL BREAK*EXPERIENCES

HAPPEN ON THE PHONE

DATA BY MARITZ RESEARCH, USA A BREAK EXPERIENCE IS WHEN A CUSTOMER WALKS AWAY FROM A BRAND

MOST MAKE* CUSTOMER

EXPERIENCES HAPPEN IN SHOPS

AND VIA BRAND ACTIVATIONS

DATA BY MARITZ RESEARCH, USA A MAKE EXPERIENCE IS WHEN A CUSTOMER DECIDES TO ADVOCATE A BRAND TO OTHERS

WHAT IS GOING ON?

MANY THINGS IMPACT ON THE WAY WE RELATE TO OUR

CUSTOMERS, BUT NOTHING LIKE THE EXPLOSION OF

TECHNOLOGY AND THE INTERNET

“WE LIVE IN A BUBBLE OF FAKE

BULLSHIT”JESSE SCHELL, GAME DESIGNER,

PROFESSOR AT CARNEGIE MELLON UNI, ENTERTAINMENT

TECHNOLOGY CENTRE

REALWE WANT THE

THING

REAL FOOD

REAL TV

REAL

EMOTIONS

“IN CUSTOMER EXPERIENCE -

KEEPING IT REAL ALWAYS

WINS.”Jeff Hall, Founder and CEO of Second to None, Customer Experience Management Firm, USA

“NO DEPARTMENT HAS GREATER INCENTIVE THAN MARKETING THAT

A BRAND STRIVES FOR GREAT CUSTOMER EXPERIENCE.

MARKETERS ARE RESPONSIBLE FOR MAKING THE BRAND’S

PROMISES, SO THEY MUST ALSO TAKE RESPONSIBILITY FOR

KEEPING THEM.”Alex Bannister, Head of Marketing at Nationwide, UK

THANK YOU.