customer experience Pablo Wallach / VP Customer Experience & Digital Transformation
Survey question: In general, what is the attitude of your Company’s leadership toward digital disruption?
45%
of response say Digital disruption is NOT a board level concern
43% Does not recognize or is not responding appropriately
32% 25%
Taking “follower” approach
Actively responding by disrupting our own business
Source: Global Center for Digital Business Transformation, 2015
VALUE
INNOVATION
CUSTOMERS
DATA
COMPETITION
VALUE
INNOVATION
CUSTOMERS
DATA
COMPETITION
COMPANY
CUSTOMERS
COMPANY
CUSTOMERS
CUSTOMER Comments
CUSTOMER
Blogs
CUSTOMERS
COMPANY
CUSTOMER Forums
Craiglist
Youtube
CUSTOMER
Angry Customer Buys Promoted Tweets to Bash British Airways For Losing His Luggage
He targeted his ads to all British Airways 302,000 followers and vowed to continue running the ads until "BA fixes this mess."
Customers are moving
AGAIN IN PACKS…
And will continue doing so…
When did we become
experts in creating expectations and clumsy in fulfilling them?
In the UK only 2% of customers trust publicity as an information source when choosing a product or service
THE WORLD CHANGED!
THE WORLD CHANGED!
Thank you, we already knew…
US$ 5 One Cup
US$ 1 One Cup US$ 1 Per Pound (0.45 kg)
US$ 0.25 One Cup
Experiences
Delivery
Manufacturing Procurement
Staging
Services
Goods/Products
Commodities
Market
Pricing
Premium
ÂżHow much would you be willing to pay for a service of excellence?
India
Germany UK
7%
France Spain
8%
Italy USA
9%
Japan
10%
Source: 2014, Global Customer Service Barometer American Express / Ebiquity
11%
Customer Experience Leaders Outperfom the Market 8 years performance vs CX leaders´ stocks vs laggards vs S&P 500 (2007/2015)
120% 100% 80% 60%
Customer Experience Leaders
107%
S&P 500 Index
72.3%
40%
Customer Experience Laggards
20%
27.6%
0% Source: 2015, Watermark Consulting
“Work is a theatre and every company a scenario� Pine & Gilmore, The Experience Economy
COST VALUE
EXPERIENCE VALUE
PLATFORM VALUE
• Free / Ultra-low Cost
• Customer Empowerment
• Ecosystem
• Buyer Aggregation
• Customization
• Crowdsourcing
• Price Transparency
• Instant Gratification
• Communities
• Reverse Auctions
• Reduced Friction
• Digital Marketplace
• Consumption-based Pricing
• Automation
• Data Orchestrator
change
“CUSTOMER EXPERIENCE You must start with the
“
and then work with technology
Right or Left Hemisphere?
Racionality
Analytical Capacity Strategic Thinking
Intuition
Imagination Lateral Thinking
Put yourself in
THEIR SHOES
Companies are People
What does he SEE? What does he HEAR? What does he SAY AND DO?
WHAT DOES HE THINK AND FEEL?
Male Born in 1948 Lives in UK Married At least 2 children Likes dogs Loves the mountains
Male Born in 1948 Lives in UK Married At least 2 children Likes dogs Loves the mountains
80% of companies are convinced they deliver a superior experience‌
…only 8% of customers agree
Brand Awarenes
Conversion
Acquisition
SEO Re-targetting
Newsletter
Email Online Ads Social
Growth & Retention
Offline
Reviews Social
Social
Offline
Blogs Direct Mail
Word of Mouth
Growing
Customer
Promotions
Knowledge
Hyperawareness
Digital Business Agility
Informed Decisionmaking
Fast Execution
Source: Global Center for Digital Business Transformation, 2015
CEO HR & Sustainability Finance & Planning
Latam West
Customer Experience & Digital Transformation
Innovation & Start Ups
Latam East & NA
E3A
Chemicals
corporate marketing
emts
CX & DT digital transformation
business support
customer experience Pablo Wallach / VP Customer Experience & Digital Transformation