The following trends will discuss 2011, and how brands and customers will interact with each other through static, interactive, and human touch points. It looks particularly at the crossing of online - offline, focusing on what makes a customer experience shareable & remarkable.

1. Customer Experience
Top 10 trends in 2011
@erikposthuma Experience Engineer

2. 2010 was a great year for customer experience. Companies reclassified
CE initiatives as investments as they saw improvements on key value
driving KPI’s and clearer ROI. The growth of social media increased
the need for focused brand values and clear communication. 2011 will
have companies build on many of these elements while exploring
some newer channels more in depth.
The following trends will discuss 2011, and how brands and customers
will interact with each other through static, interactive, and human
touch points. It looks particularly at the crossing of online - offline,
focusing on what makes a customer experience shareable &
remarkable.
@erikposthuma Experience Engineer

3. Digital goes physical
1/10

4. 1/10 Digital goes physical
More than half the people in the world use a mobile phone. And with
mobile web users to surpass desktop users by 2014 brands will quickly
adopt mobile as a preferred channel to engage consumers. Long
popular in Japan QR codes are seeing an emergence in the rest of the
world. Google Goggles and Microsoft’s tag effectively signal the mass
adaptation of 2D barcodes, and “on the go” image recognition, linking
the digital world to physical cues. This combined with the rise of
location and mobile payment services set the frame for a growth in
digital+physical experiences.

5. Integrate social media
2/10

6. 2/10 Integrate social media
2010, brands looked at social media and explored with pilot programs.
For most companies ROI was minimal despite of positive engagement
KPI’s. In 2011 brands will take a step back to evaluate and realize that
their social media channels need closer integration with their marketing
and customer experience strategy. Instead of seeing social media as a
separate channel it will be distributed and assimilated into all of the
companies departments, linking its power to engage customers to clear
call to action and sales.

7. Love all data
3/10

8. 3/10 Love all data
Numbers are universal, in 2010 companies loved data, but mostly
structured data. Customers comment on blogs, customers interact with
brands by sending pictures and videos. Customers call companies and
have 20 minute conversations, in many different languages. Customers
talk to staff in stores. Many different channels, many different formats.
In 2011 companies will invest in understanding this data.

9. Dashboard data
4/10

10. 4/10 Dashboard data
The last few years have seen a meteoric rise in real time data. Humanity
has produced more data in the last 10 years than in all the years before
that. Data is moving so fast there is no time to analyse it. In 2011
companies will invest heavily in centralizing data through dashboards.
Dashboards will collect data from all channels and translate
information into understandable, visual formats. Brands will use this
data, not (only) for yearly campaigns, but continuously.

11. Trust and co-create with employees
5/10

12. 5/10 Trust and co-create with employees
In 2011, successful companies will continue to transfer decision
making power down the line. All the way to customer touch points.
Companies will focus on hiring great people that have the same ideals.
Rules will be removed and companies will trust their employees to do
the right thing. Front line employees will become a key information
channel, and will help in co-creating services, products, and solutions
for their customers.

13. Trust and co-create with customers
6/10

14. 6/10 Trust and co-create with customers
2010 saw companies “firing” customers, customers who created a loss
and who saw the company as a service provider instead of a partner.
This will continue into 2011 and companies will focus on their core
group of customers. The rise of co-creation platforms, mass
customization, and idea gathering initiatives will bring customers closer
to brands. Both parties will develop a mutual trust as they both look to
build a better future.

15. Focus on KPI’s
7/10

16. 7/10 Focus on KPI’s
The financial crisis resulted in the death of short term KPI’s. Not
really. It did place more emphasis on the right balance between short
term, mid term, and long term goals. KPI’s will support this. KPI’s
such as customer satisfaction/loyalty, employee satisfaction/loyalty and
net promoter score will be linked to sales and financial KPI’s.
Companies will bring these elements closer together through
evaluation and developing their service profit chain strategy.

17. Focus on ROI
8/10

18. 8/10 Focus on ROI
Marketing, PR, Sales, Customer Service all receive separate budgets for
their departmental initiatives. These are looked at as expenditures to
support department and company strategy. In 2011 executives higher
up the line will reduce departments expenditure budgets. They will
create universal customer experience and engagement programs which
will be seen as long term investments. The investment perspective
changes the structure of the programs and will require a strong focus
on short term as well as long term ROI.

19. Integrate channels
9/10

20. 9/10 Integrated channels
The rise of social media adaptation in the corporate environment
showed how marketing, sales, pr, and customer service continue to
operate in siloes. The struggle for ownership of the fastest growing
engagement channel will continue into 2011. Companies will create
new structures and incentives for the different departments to work
together in an integrated and holistic fashion. In some cases
departments will be combined and responsibilities divided to optimize
the customer experience.

21. Design services
10/10

22. 10/10 Design services
Already on the rise in Western Europe and the United States the
practise of service design will expand in the other areas of the world
well into 2011. Services will be designed with customer experience as
the focal point.

23. Trust fewer brands, more often
Encore

24. Encore Trust fewer brands, more often
Customers will continue to suffer from data overload. As more brands
overload the airwaves with communication the amount of noise will
become close to unbearable. As a remedy the customer in 2011 will
choose to partner with brands close to their own ideals. More and
more brands will become filters to qualitatively high goods and
services. Customers will grow to trust the set of brands which
complements their life and purchase from them more often.

25. Customer Experience
Top 10 trends in 2011
@erikposthuma Experience Engineer

26. Recap Customer Experience Trends 2011
1. Digital goes physical
2. Integrate social media
3. Love all data
4. Dashboard data
5. Trust and co-create with employees
6. Truest and co-create with customers
7. Focus on KPI’s
8. Focus on ROI
9. Integrate channels
10. Design services
11. Trust fewer brands, more often
@erikposthuma Experience Engineer

27. Lets get in touch
@erikposthuma
ExperienceEngineer.com
LinkedIn

28. Thanks for the sources
http://mashable.com/2010/06/15/gatorade-social-media-mission-control/
http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/
http://www.mpdailyfix.com/predictions-from-customer-experience-experts-for-2011/
http://www.customerthink.com/blog/12_customer_experience_trends_for_2011
http://experiencematters.wordpress.com/2010/05/27/customer-experience-megatrends/
Thanks for the pictures
http://www.flickr.com/photos/monkeyc/121594837/sizes/l/in/photostream/
http://www.flickr.com/photos/l-ines/172884558/sizes/z/in/photostream/
http://www.flickr.com/photos/boskizzi/524894135/sizes/o/in/photostream/
http://www.flickr.com/photos/sebjoguet/161549987/sizes/l/in/photostream/
http://www.flickr.com/photos/fallen/1368907423/sizes/l/in/photostream/
http://www.flickr.com/photos/antigone/193012132/sizes/o/in/photostream/
http://www.flickr.com/photos/gamerscore/249434729/sizes/l/in/photostream/
http://www.flickr.com/photos/jam343/2196648/sizes/o/in/photostream/
http://www.flickr.com/photos/ninjaneil902/259422218/sizes/z/in/photostream/