Desafíos de la experiencia del cliente en la era digital
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El documento describe los desafíos que enfrentan las organizaciones centradas en el cliente, incluyendo la disminución de la lealtad del cliente, el aumento de la competencia y las expectativas más altas de los clientes. También destaca la necesidad de que las marcas comprendan a los clientes a través de múltiples canales y momentos de verdad para ofrecer experiencias personalizadas en el lugar y momento adecuados.
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Desafíos de la experiencia del cliente en la era digital
- 1. 1 Desafíos para organizaciones centradas en el cliente Disminución de la Lealtad Consumerización de las TI Intensificación de la ompetencia Aumento de la Transparencia Proliferación y Complejidad del Canal Redes Sociales Mobile Commerce Alza de las Expectativas del Cliente Globalización Disminución del Wallet Share
- 2. 2 La época del cliente con conocimiento Organizaciones tienen dos segundos – menos que el “Elevator Picth” - para conectar con un cliente Es el momento de la verdad 75% de los consumidores no creen lo que se dice en las publicidades 8% De los consumidores creen recibir una excelente experiencia de sus proveedores 80% de los CEOs dicen entregar una excelente experiencia al consumidor 55% de los usuarios de smartphone users compara precios en las tiendas 63% de los adultos que experimentan un problema en una transaccion via movil no volveran a comprar en esa firma. 92% de los consumidores dicen confiar en recomendaciones y medios confiables. Sources: IBM, Forrester, Tealeaf and Emphathica Reports
- 3. 3 Estos clientes demandan mucho más de las marcas Anticipar y atender mis necesidades de compra Que sea conveniente y fácil de interactuar con nosotros Estar allí cuando nos necesitan, en tiempo real Me conocen en su contexto, recordar todas nuestras interacciones
- 4. 4 Ejecutar visión única del cliente Desarrollar motor de conocimiento del cliente integrada Implementar espectro de enfoques a la segmentación Adoptar ágil y en su contexto - en tiempo real - perfiles Entregar una experiencia sin fisuras independiente del canal Diseño adecuado de la Experiencia del cliente Construir una experiencia que conecte emocionalmente Proporcionar al cliente la oferta adecuada, en el momento correcto, el lugar correcto, y en tiempo real si es necesario El Servicio Correcto Customer Service El Lugar Correcto Omni-Channel Optimisation Momento Justo Customer Insight El cliente correcto Customer Segmentation ¿Cómo deben responder las marcas y rediseñar la experiencia del cliente? Lo correcto todo el tiempo
- 5. 5 Captación de Clientes ROI del Marketing Entregar valor a través de todos los puntos de contacto Voz del cliente Crecimiento y Retención de Clientes Lealtad del Cliente A pesar de los cambio en la dinámica de consumo, ventas, marketing y atención al cliente, los imperativos se mantienen constantes “Mercado uno a uno” Fomento
- 6. 6 Chat Voice Email Social media Interactive Voice Response Mobile apps Short Message Service Web PCI proporciona inteligencia para el personal de atención al cliente y los sistemas de e- commerce Big Data IBM Predictive Customer Intelligence Enterprise Marketing Multi-channel Customer Interactions ¿Cómo? Datos de Interacción • Email & Chat • Notas del Cal Center • Logs de la web • Diálogos en persona ¿Por qué? Datos actitudinales • Opiniones • Preferencias • Necesidades y deseos ¿Quién? Datos descriptivos • Atributos • características • Información autodeclarada • Demografía ¿Qué? Datos del Comportamiento • Órdenes • Transacciones • Historial de pagos • historial de uso Acquisition models Campaign response models Churn models Customer lifetime value Market basket analysis Price sensitivity Product affinity models Segmentation models Sentiment models Up-sell / Cross-sell models Predictive Customer Intelligence available both inbound (real-time) and outbound (batch) Campaigns Offers Messaging Lead Management Cross-channel Campaign Mgmt Real-time Marketing Marketing Event Detection Digital Marketing
- 7. 7 PureData for Analytics Deep customer analytics Actionable customer data Big Insights Explore new customer insights from all data MDM Trusted customer data Architecture overview Predictive Modeling and Optimization Reporting Real-time Scoring Data Repository for Real Time Analytics WAS/IBMIntegrationBus Unstructured•Structured Data Sources Points of Interaction Direct Mail Email Chat Call Center Mobile Apps Web Social Chat Call Center Mobile Apps Web Transactional Data Model Repository (Industry-specific) Segmentation Model Sentiment Analysis Churn Model Up-sell / Cross-sell Model Acquisition Model Campaign Response Model Lifetime Value Maximizer Model (GBS) IBM Predictive Customer Intelligence InboundInteractionsOutboundInteractions GBS Lifetime Value Maximizer Customer Lifetime Value & Segment Migration 3rdparty marketing application Campaign•Interact Marketingexecution& recommendationengine InfoSphere Streams Real-time analytics at scale Rapid ingest to process streaming data External data - social, blog Customer Demographic Data Customer Interaction History SMS SMS SMS
- 8. 8 Muchas Técnicas de Modelado Gestión de Decisiones en Tiempo Real Cálculo del Valor del Cliente Segmentación Demográfica Segmentación por Lealtad Administración de campañas Moidelo de Churn, Mejor oferta Análisis de Redes Sociales
- 9. 9 El mecanismo de la Personalización Cree la vision 360° del cliente Automatizar la captura del comportamiento Imagine el viaje del cliente 1. Obtener & Analizar Tomar ideas de los clientes Obtner las respuestas en detalle Optimizar las campañas basadas en los resultados y la retroalimentación Mida y hag seguimiento de los resultados 3. Mida & Optimice Asigne las ofertas correctas a los clientes adecuados Implemente ofertas por el canal correcto en el momento adecuado Personalice y adapte ofertas para el cliente 2. Decidir & Ejecutar
- 10. 10 Para adquirir, crecer y retener a los clientes, se requiere una visión de 360° del cliente Datos de Comportamiento • Órdenes • Transacciones • Historial de pagos • historial de uso Datos Descriptivos • Atributos • características • Información autodeclarada • Demografía Datos Actitudinales •Opiniones •Preferencias •Deseos & Necesidades Datos de Interacciones • Email & Chat • Notas del Cal Center • Logs de la web • Diálogos en persona ¿Por qué? ¿Qué? ¿Cómo? ¿Quién? Las organizaciones deben ser capaces de consumir todos los tipos de datos de todas las fuentes
Notas del editor
- Customer-driven organizations are facing many disruptive forces… Radically proliferating channels adding more complexity (Contact Centers, SMS, Chat, Social Media, Mobile, Email, Fax, Kiosks & Face-2-Face) Intensifying Competition with increased consolidation, and new entrants, blurring segments and channels Different income pyramids and customer priorities in each region/markets have led to a great heterogeneity of segments Customers now have unlimited access to information and can instantly share it with the world…155 million number of tweets sent via Twitter each day Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller Customers have rapidly evolving expectations, making them more demanding, better informed and less loyal to certain brands…75% of people believe companies don’t tell the truth in advertisements These forces are changing the way businesses interact and engage with customers, making it more complex than ever
- Most businesses today are challenged by the rise of the “empowered customer.” Today’s customers are well-informed, use other people and online experts as their primary information source, interact with the companies through multiple channels, touch-points and media, expect the two way dialogue with the brand and want (but rarely get) a superior customer experience – and have outlets for venting frustration when they don’t get want they want. (Call out some statistics on this slide) In other words, customers are truly empowered. To serve these empowered customers, businesses must – now more than ever -- put customers at the center of everything they do. 78 % of consumers trust peer recommendations – ComScore Social Networking Phenomenon Four in ten smart phone owners have used their mobile phones to search for information on an item while in a brick and mortar store – source: ComScore June 2011 44 % of companies use crowd sourcing asking customers to provide ideas and help in decision making on how to tackle issues, 95% found crowdsourcing valuable to their company – source: Social Impact Study by KRC Research Oct 2010 based on over 200 companies and over 50% in Exec SVP or EVP for Communications Multi channel buyers spend four to five times more than average -- source: Forrester Research, Profiting the Multichannel Consumer, July 2010 80% of CEOs think they deliver a superior customer experience, 8% of their Customers agree – source: Bain and Company, Close the Deliver Gap, 2005 50% are more price-conscious than a year ago – source: blog of Andy Hoar, Forrester (http://blogs.forrester.com/andy_hoar/11-11-21-the_new_normal_light_spending_heavy_coupon_usage_0) 75% do not believe companies tell the truth in ads – source: Yankelovich, via Search Engine People, July 2010 61% trust friends’ reviews more than experts’ – source: IBM IBV Study on Global Empowered Consumer Retail Study, Jan 2012 Let's face it, multichannel is here, and the majority of customers use several channels before they buy (around 86% apparently, according to a recent study by Leo Burnett) – source: http://multichannel-retailing.com/2011/04/the-multichannel-challenge-for-retailers-2/ April 2011
- Consumers – your customers expect you to know them, service them exactly as they prefer, be proactive about their customers’ needs, requirements, have this insight available in real-time and insure that all interactions are of high value and the customer is understood through multiple perspectives – not simply the date of the contract expiration. With the changed dynamics in the relationship between a customer and an organization – the consumer is demanding much more from the brand – and brands can no longer afford to ignore the consumer POV if they are to remain competitive and relevant – the brand must address customer needs and begin centering their enterprise around the customer. Customers expect you to know them – so they want the brand to anticipate and respond according to those needs, even proactively. On things like social media, and with things like relevant offers? Customers also expect the brand to always be on and proactively be engaging with the customer with relevant information and offers Customers expect high value interactions with the brand that are personalized and resonate – supported by an all-encompassing understanding of past interactions
- How do we translate this in terms of the brand’s response? What are their baseline requirements? Brands need to get laser focused on relevancy and developing even deeper relationships and knowledge of their customers through dynamic segmentations, with the ability to include traditional sources of information along w/ the layering of non-traditional data types – sentiment, opinions, to move toward a more fluid and comprehensive view of the customer throughout the lifecycle to best support needed engagement. Brands need the ability to provide this rich 360 degree view of the customer across all touch points to ensure quality of engagement and service. We’ve talked about this pretty consistently as our customer analytics solution over the past 2 years and categorized our 4 types of data – descriptive, behavioral, interactive and attitudinal types of data and information. Finally to truly distinguish the brand and distance them from the competition, they need to provide their marketing and customer service teams (during customer interactions) the immediate insight, knowledge at their fingertips (even removing human intuition) with the ability to offer at that point of impact - the most relevant recommendation, promotion, reward to build that sustainable revenue stream, increase customer satisfaction and insure your customer doesn’t turn to a competitor.
- Marketers, sales and customer service execs still expected to focus and deliver against ongoing imperatives regardless of many changes and upheavals that testing their ability to perform successfully A few example imperatives to call out include: “delivering value across all touch points”, touch points are multiplying, but messages, interactions, consistency, customer experience should remain the same – the revenue opportunity can be delivered or occur at many different intersections with marketing channels, so insuring that consistency and experience is key Monitoring, responding to customer voice and their needs – individually, understanding the impact of social media and the power of the customer’s voice, comments, opinions in the market place Maximizing 1:1 relationships and fostering “markets of one” with tailored offers to customers is critical as consumers are extremely savvy, expects that the brand knows what they want and expects the offer to be relevant, timely and promoted thru the appropriate channel Customer growth and retention – this challenge remains with the aforementioned savvier customers and growing/building that relationship requires ongoing understanding of needs, follow personalization of offers, knowing where the customer is in their lifecycle, communicating with other functions, such as customer service to understand specific issues and addressing those needs through appropriate, personalized offers – regardless of channel – online/offline and delivering unified, seamless customer experience Marketing Innovation - Develop new, differentiated, and unique ways to connect with the customer Customer Growth and Retention - Demanding customers, commoditized products and crowded competitive marketplace Deliver value across all touch points - Build opportunity for revenue growth throughout marketing value chain
- Data sources under ‘web’ include IBM Digital Analytics and Tealeaf For Telco, an important data source can be The Now Factory Later in the deck, the slide is repeated and you’ll spend time on the integration points with Big Data and marketing execution systems
- First, you must have a source of data that holds the clues about the things that hint at how customers behave. You need examples of lots of kinds of behaviours and from as many angles as possible. You don’t have to have loads of different data sources to get started, but the more you have, the better position you’ll be. Intuitively you know that people behave differently depending on context, environment and whatever they have previously done. Therefore, the more examples of behaviours from all available angles, the more nuanced and accurate will your insight be. Once you have pulled the data together you then need to extract actionable insight and deliver that to operational and marketing systems. The actionable insights are held within Predictive Models. Generally, you will need many Predictive Models, all working in symphony, to help determine what are the likelihoods of many possible behaviours. Operational or Systems of Engagement as well as Marketing Systems embed these models into their processes and can call upon them to give scores per customer, per interaction, at any time. Finally, and it is all too often seen as a nice-to-have, it is vital to review accuracy and to refine, enhance and optimize the decisions being affected with the actionable insight. As the world changes, people change, and of course the retail environment changes constantly, so the analytics and decision-making need to be flexible in operation and sensitive enough to detect and quantify these changes
- Organizations have always wanted a 360 degree view of their customers, for a few key reasons: To acquire new customers To grow relationships and business with existing customers To retain the most profitable customers But the data for a complete view simply wasn’t available. A key problem area for many companies remains their data. Whether it is volume, disparate sources, velocity or variety of data – making sense of it is a major problem. As we look to classify customer data the first two categories are descriptive and behavioral data, which are the traditional purview of a something like a CRM system. Descriptive data is really demographic data – how old you are, are you married, where do you live, how many kids to you have… Behavioral data is all about the transaction history you have with a company – how much have you spent, what products or services have you purchased, how often do you use them, do you pay your bills on time… These two types of data only give organizations half of the picture. To get a full, 360 degree view of the customer, you need to add interaction data and attitudinal data. Attitudinal data can come from social media (twitter, Facebook, blogs, discussion forums) or survey type data – where you learn about a customer’s sentiment Interaction data can come in the form of person to person interactions – like a conversation b/w a call center rep and a customer, or it can come from person to system interactions – like a person browsing a website. The ability to collect, understand and use these data types is a true differentiator for companies today – especially with the speed it is generated and the volume that is created.