SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir
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SDNC13 -DAY2- Is the Future Omni-Channel by Jonathan Blakeney & Erdem Demir
- 2. A S CE BRA N S BR ND PERI E CE EX ND EX PERIEN IS THE FUTURE OMNI-CHANNEL?
- 3. THE EXPERIENCE FACTOR Brand experiences
- 4. THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS Brand experiences
- 5. THE EXPERIENCE FACTOR THE STRONGEST CONNECTIONS WITH A BRAND ARE BUILT THROUGH EMOTIONAL BONDS Brand experiences EMOTIONAL BONDS ONLY DEVELOP THROUGH POWERFUL EXPERIENCES
- 6. THE GOOD NEWS... Brand experiences
- 7. THE GOOD NEWS... 81% Brand experiences OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE
- 8. THE GOOD NEWS... 81% 70% Brand experiences OF CUSTOMERS ARE READY TO PAY MORE FOR A BETTER CUSTOMER EXPERIENCE OF BUYING EXPERIENCES ARE BASED ON HOW THE CUSTOMER FEELS THEY ARE BEING TREATED
- 9. CHANNEL STRATEGY EVOLUTION SINGLE Brand experiences MULTI CROSS OMNI
- 10. FACT CUSTOMERS SWITCH BETWEEN CHANNELS TO GET SERVED THROUGHOUT THE DAY Brand experiences
- 11. FACT 90% USE MULTIPLE SCREENS SEQUENTIALLY TO ACCOMPLISH A TASK OVER TIME 98% MOVE BETWEEN DEVICES THAT SAME DAY Brand experiences Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
- 12. MIND YOUR OMNICHANNEL CUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE ACCORDING TO A DELOITTE STUDY, OMNI-CHANNEL CUSTOMERS SPEND 93% MORE PER TRANSACTION THAN CUSTOMERS THAT ONLY SHOP ONLINE Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
- 13. MIND YOUR OMNICHANNEL CUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE SIMILARLY, OMNI-CHANNEL CUSTOMERS SPEND 208% MORE PER TRANSACTIONS THAN THOSE THAT ONLY PURCHASE IN STORE Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
- 14. MIND YOUR OMNICHANNEL CUSTOMERS OMNI CHANNEL CUSTOMERS SPEND MORE SIMILARLY, THE DELOITTE STUDY FOUND THAT CUSTOMERS WHO ENGAGED WITH THE BRAND IN CERTAIN WAYS WERE MORE VALUABLE THAN THOSE THAT DID NOT ENGAGE IN A PARTICULAR BEHAVIOR. FOR EXAMPLE, CUSTOMERS WHO VISITED A RETAILER’S MOBILE WEBSITE SPENT 59% MORE THAN CUSTOMERS WHO DID NOT. CUSTOMERS WHO LIKED A RETAILER ON FACEBOOK SPENT 44% MORE THAN CUSTOMERS WHO DID NOT Brand experiences SOURCE: http://blog.500friends.com/2013/04/27/the-omni-channel-experienceredefining-the-retail-landscape-part-1-of-3/#more-163
- 15. FACT AND THEY EXPERIENCE A BRAND NOT CHANNELS OF A BRAND Brand experiences
- 16. YOUR EXPERIENCE IS ONLY AS STRONG AS YOUR WEAKEST PART Brand experiences
- 17. SPREADING THE WORD ADVOCATES HAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE Brand experiences
- 18. SPREADING THE WORD ADVOCATES BADVOCATES HAPPY CUSTOMERS ARE LIKELY TO TELL 4-6 PEOPLE ABOUT A GOOD EXPERIENCE UNHAPPY CUSTOMERS ARE LIKELY TO TELL MORE THAN 20 PEOPLE ABOUT A BAD EXPERIENCE Brand experiences
- 19. TRENDS IN 360º Brand experiences
- 20. FOR A GREAT OMNICHANNEL EXPERIENCE... 01 CREATE COMPLEMENTARY EXPERIENCES 02 PROMOTE CONSISTENCY ACROSS CHANNELS 03 MATCH OFFER WITH CONTEXT 04 UTILIZE ECOSYSTEMS 05 HUMANIZE AND PERSONALIZE Brand experiences
- 22. BLEND DIGITAL WITH PHYSICAL RESPOND TO MOBILITY SYNCHRONIZE AND INFORM ORCHASTRATE ELEMENTS Brand experiences
- 23. 01 CREATE COMPLIMENTARY EXPERIENCES FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL Brand experiences
- 24. 01 Create Complementary Experiences CREATE COMPLIMENTARY EXPERIENCES FUELFOR INLINE APP BLENDING DIGITAL WITH PHYSICAL Brand experiences
- 25. Create Complement 01 CREATE COMPLIMENTARY EXPERIENCES ate Complementary Experiences STYLR APP RESPOND TO MOBILITY Brand experiences
- 26. OPPORTUNITY OPPORTUNITY # 92 # 92 12:30 - 12:40 or # 92 12:30 12:40 Pick the branch digitally Brand experiences # 92 12:30 12:40 Get Q number Follow Q number Get served
- 27. 01 Create Complementary Experiences CREATE COMPLIMENTARY EXPERIENCES KINDLE SYNCH & INFORM (RECENT ACTIVITY) Brand experiences
- 28. OPPORTUNITY YOU HAVE RECENTLY ENQUIRED ABOUT PRODUCT X. WOULD YOU LIKE TO HEAR MORE (ABOUT Y TOO)? Brand experiences
- 30. MAKE CONTENT ACCESSIBLE PROVIDE CONSISTENT STRUCTURES HONOR DEVICE SPECIFIC NEEDS HARMONIZE VISUAL QUALITIES Brand experiences
- 31. FACT 31% OF ALL MOBILE SURFERS ARE ‘MOBILE-PRIMARY’ USERS Brand experiences Source: Karen McGrane, “The Rise of the Mobile-Only User”, Harvard Business Review Blog, May 28, 2013.
- 32. 02 PROMOTE CONSISTENCY ACROSS CHANNELS TWITTER PROVIDE CONSISTENT STRUCTURES (INFORMATION ARCHITECTURE) Brand experiences
- 33. 02 PROMOTE CONSISTENCY ACROSS CHANNELS Provide Consistency Between Channels FITBIT HONOR DEVICE-SPECIFIC NEEDS Brand experiences
- 34. 03 MATCH OFFER WITH CONTEXT Brand experiences
- 35. MATCH DEVICE WITH ACTIVITIES PROVIDE CONTEXTUAL OFFERS Brand experiences
- 36. 03 Match Offer with Context MATCH OFFER WITH CONTEXT Browse Recipes Add Recipes to Shopping List Shop with List Scan Barcodes for Recipes Cook Away Browse Recipes ALLRECIPES MATCH DEVICE WITH ACTIVITIES Brand experiences
- 37. 03 MATCHMatch Offer with Context OFFER WITH CONTEXT SIMPLE BANK PROVIDE CONTEXTUAL OFFERS Brand experiences
- 38. OPPORTUNITY MOBILE CHECKLISTS WHILE Mobile checklists while COLLECTING REQUIRED DOCUMENTS collecting required documents Brand experiences
- 40. INTEGRATE BEST SERVICES TRANSACTIONS VIA SOCIAL UTILIZING SOCIAL DATA EFFORTLESS BANK OFFERS Brand experiences
- 41. 04 Ecosystems UTILIZE ECOSYSTEMS SIMPLE BANK MOBILE APP INTEGRATE BEST-IN-CLASS SERVICES Brand experiences
- 42. 04 UTILIZE ECOSYSTEMS Utilize Ecosystems DWOLLA TRANSACTIONS VIA SOCIAL CHANNELS Brand experiences
- 44. HUMANIZE THE DIGITAL ONE FACE FOR ALL REMOTE ACCESS TO ADVICE ENGAGING INFORMATION FORMAT PERSONALIZED ADVICE Brand experiences
- 45. FACT WHAT IF BRANCHES ARE REPLACED BY ALL VIRTUAL BRANCHES 25% 22% WOULD NOT BE HAPPY BUT WOULD KEEP THE SAME DEPOSIT Brand experiences 7% WOULD NOT BE HAPPY AND WOULD REDUCE DEPOSITS WOULD SWITCH BANKS Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco
- 46. FACT FACT 3 AVERAGE Average number of visits per month NUMBER OF VISITS PER MONTH BY Aby a tech savvy customer TECH SAVVY CUSTOMER Brand experiences Source: Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco Source : Ericcson et al. (2012) “Winning strategy for omnichannel banking” White paper from Cisco.
- 47. 05 HUMANIZE & PERSONALIZEPersonalize Humanize & SIMPLE BANK HUMANIZE THE DIGITAL Brand experiences
- 48. 05 HUMANIZE & PERSONALIZE Personalize Humanize & SHERPAA REMOTE ACCESS TO IN-DEPTH ADVICE Brand experiences
- 49. HOW TO DESIGN 360º Brand experiences
- 50. RESEARCH ON CUSTOMER PROVIDER USEFUL USABLE DESIRABLE EFFECTIVE EFFICIENT DISTINCTIVE LOOKING FROM BOTH SIDES Brand experiences
- 51. TO RESEARCH FOR... Brand experiences
- 52. TO RESEARCH FOR... UNDERSTANDING Brand experiences
- 53. TO RESEARCH FOR... UNDERSTANDING Brand experiences EVALUATING
- 54. LOOK & FEEL BENEFITS BOTH FUNCTIONAL AND EMOTIONAL. THE REASONS YOUR TARGET CUSTOMERS SHOULD CHOOSE YOUR BRAND COMPETITION ALTERNATIVE BRAND CHOICES AVAILABLE IN THE MARKETPLACE INSIGHT TARGET WHY YOUR BRAND MEETS THE NEEDS OF YOUR TARGET CUSTOMER BRAND DNA THE PEOPLE YOU WANT TO CHOOSE YOUR BRAND AS DEFINED BY DEMOGRAPHICS, SOCIO-ECONOMICS, ATTITUDE, ETC. DISTILLATION OF YOUR BRAND POSITIONING INTO ONE CLEAR DEFINING THOUGHT BRAND VALUES WHAT YOUR BRAND TRULY STANDS FOR AND BELIEVES IN. YOUR BRANDS POINT OF VIEW PERSONALITY HOW YOUR BRAND EXPRESSES ITSELF, BEHAVES AND TALKS TO YOUR TARGET CUSTOMERS TONE OF VOICE REASONS TO BELIEVE THE PROOF YOUR BRAND GIVES TO SUBSTANTIATE YOUR POSITIONING Brand experiences ESSENCE WHY YOUR BRAND MEETS THE NEEDS OF YOUR TARGET CUSTOMER HOW YOUR BRAND EXPRESSES ITSELF, BEHAVES AND TALKS TO YOUR TARGET CUSTOMERS
- 55. VISUAL EXPRESSION BRAND DEFINITION BRAND ADVOCACY 1 6 ENGAGEMENTS & EVENTS AWARENESS APPLICATION & DOCUMENTATION BRAND MARKETING 5 FORMAT STRATEGY MOMENTS OF TRUTH 2 DIGITAL & INTERIOR DESIGN 4 SALES PROCESS MOMENTS OF TRUTH PRODUCTS & SERVICES BRAND EXPERIENCES ENVIRONMENT PRODUCT STRATEGY PROPOSITION DEVELOPMENT 3 PEOPLE PEOPLE PROCESSES MERCHANDISING STRATEGY CUSTOMER FLOW Brand experiences LEADERSHIP MINDSET & BEHAVIOURS INNOVATION
- 56. 360(DEGREES) PERSPECTIVE ON THE CUSTOMER Brand experiences
- 57. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS Brand experiences
- 58. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS Brand experiences
- 59. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS Brand experiences
- 60. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS 03 RUN SCENARIOS Brand experiences
- 61. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS 01 GENERATE SCENARIOS BASED ON FREQUENT TASKS 02 PICK REPRESENTATIVE ANTAGONISTS 03 RUN SCENARIOS 04 DOCUMENT THE JOURNEY Brand experiences
- 62. SERVICE SIMULATIONS AND CUSTOMER JOURNEY MAPS Branch Bank Website Online Banking Call Center Customer Care Brand experiences
- 63. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 64. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 65. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 66. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 67. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 68. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 69. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 70. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 71. AWARENESS MARKETING ENGAGEMENT & EVENTS WORD OF MOUTH ATTRACT LOCATION FASCIA & WINDOWS URL ADVOCACY RECOMMENDATION BRAND LOYALTY MEMBERSHIP CUSTOMER JOURNEY PURCHASE WELCOME OPENING TIMES HOME PAGE ORIENTATION PURCHASE PROCESS ENGAGEMENT GOODBYE MESSAGE CUSTOMER FLOW NAVIGATION VISTAS INTERACTION BROWSING INSPIRATION PRODUCT INFORMATION PROMOTIONS Brand experiences THRESHOLD SEARCH MERCHANDISING ADJACENCIES & PROMPTS
- 72. CONTEXTUAL INQUIRIES: IMMERSE IN CONTEXT Brand experiences
- 73. CHANNEL EXPERIENCE MAPPING KIND OF AN EMOTIONAL TALK Brand experiences
- 74. CHANNEL EXPERIENCE MAPPING PREMO (DESMET, 2002) Brand experiences
- 75. CHANNEL EXPERIENCE MAPPING Brand experiences
- 77. CHANNEL EXPERIENCE MAPPING CARD SORTING - TREE TESTING USABILITY TESTING EYE TRACKING Brand experiences
- 78. PRE-POST EVALUATIONS IMPACT OF THE DESIGN INTERVENTION BEFORE Brand experiences AFTER
- 81. WE CREATE 360° BRAND EXPERIENCES THAT DELIGHT CUSTOMERS, BUILD BRAND ADVOCACY AND DRIVE BUSINESS PERFORMANCE. WE ARE I-AM. ERDEM DEMIR, PHD JON BLAKENEY VISIT US ON erdem@i-amistanbul.com.tr jon@i-amonline.com www.i-amistanbul.com.tr @iamistanbul Brand experiences THANK YOU