What every customer wants: Seamless and
Personalised Customer Journeys
Berlin April 2015
80% of companies believe they
deliver outstanding value and
a superior customer
experience.
Just 8% of customers agree.
Source: Bain & Company
2
S= P-E, Matching expectations with perceptions and creating new
expectations
Daniel Kahneman’s hypothesis
An Apple a day?
• “This (55 million iPads sold to date) is
something no one would have guessed.
Including us. To put it in context, it took
us 22 years to sell 55 millions Macs. It
took us about 5 years to sell 22 million
iPads and it took us 3 years to sell that
many iPhones.”
• Tim Cook CEO Apple Feb 2012 reporting.
• Apple went on to sell more iPhone 4S
devices in Q1 of 2012 than the preceding
12 months.
What every Shopper wants
• To research every aspect of their purchase using social
media, brand websites & “showrooming.” To check prices
and ensure “best value.”
• To switch at will between on and off line in completing a
journey.
• Experience the best that the brand can deliver regardless of
channel.
• To get served Now!
• To use social media to recommend and to complain – the
brand needs to be responsive.
The Smartphone is Upwardly Mobile …..
• By 2020 80% of adults will have a smartphone
• 78% of customers research on line before they make a purchase
worth more than 50 Euros.
• Mobile surpassed PC as the preferred means of internet access in
2011.
• Customers shop mobile and f2f simultaneously.
• Today’s consumer is “always on”, connected 24/7. They call the shots.
• The average individual spends 94 minutes a day using apps and texts
up to 100 times per day
• 60% of companies fail to respond to customers on social media
• 90% of respondents said they found this lack of response frustrating
• 45% of consumers use social media to recommend products
Emotional Experience Mapping – Quality & Depth rather than Quantity
Bridging the gap
Customer Experience Journey
Business Operations
Process
9
Operating
Model
Technology
Leadership
& Culture
Employees
Cx
Strategy
“Click & Collect has been fantastic”
“Mobile is very important – up by 200% especially in fashion
Andy Street MD
•
•
•
•
•
•
150 year old business, partnership model
39 stores, 292 Waitrose stores, online & catalogue
All routes lead to one brand
2/3 of purchases involve shop & online
Sales & profitability continue to grow strongly
Thorough engagement in social media 650k likes Facebook, 60k followers
twitter plus You Tube, Pinterest and Google +
Clear strategy based on customer journey defined as
Research – Purchase – Amendments – Delivery – Returns
Acknowledged by RETAIL WEEK Magazine as Multi Channel Retailer of the
year
ICA
Drive thru Click & Collect is rolling out
rapidly across Europe
By mid 2015 ICA expect to have 50 stores
across Sweden enabled
Customer can order online, customer
chooses pick up slot and receives a code
via sms
Digital? Meet Physical!
In the UK & the US
83% of customer experience directors say investment in new technology is the answer
14% of sales are pure play on line, 86% are in store and click & collect (66% in 2020)
C&C set to double in three years
The only people that see
the bigger picture of any
organisation or brand are
the customers.
1