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Omni Digital Closing Keynote, September 10, 2015, Chicago IL Charlene Li, Principal Analyst, Altimeter, a Prophet Company

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    best practices in experimenting with emerging

    Best Practices in

    Experimenting with

    Emerging Channels

    Charlene Li, Principal Analyst, Altimeter

    @charleneli

    September 10, 2015

    Proprietary and confidential. Do not distribute.

    it s about relationships

    It’s About

    Relationships

    nordstrom s purpose to provide a fabulous

    Nordstrom’s purpose: To provide a fabulous customer experience by

    empowering customers and the employees who serve them.

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    5

    customer journeys are not connected to digital

    Customer Journeys Are Not

    Connected to Digital Transformation

    Which best describes your company’s efforts around

    the customer journey/experience?

    The need to do so

    hasn’t come up or been

    made a priority

    Is your organization undergoing a

    digital transformation?

    No

    We’ve talked about the

    need to do so but no one

    has taken the lead yet

    12%3%

    12%

    We are researching

    customer behavior now

    and waiting for results to

    inform our digital

    transformation strategy

    We have not officially

    researched the digital

    customer journey but

    we have updated

    digital touch points

    with new social and

    mobile technologies

    and investments

    12%

    42%

    25%

    We have completely mapped out

    the customer journey within the

    last year and have a clear

    understanding of new digital

    touch-points

    88%

    Yes

    Source: Altimeter Group Digital Transformation Study, 2014.

    Proprietary and confidential. Do not distribute.

    6

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    creating next generation customer experiences

    Creating Next Generation Customer Experiences

    Traditional Journeys

    Next Gen Experiences

    • Personas

    • Individuals

    • Linear

    • Unpredictable, shared

    • Optimization focus

    • Strategic focus

    • Functional

    • Emotional

    • Episodic designed

    • Continuously designed

    • Static

    • Dynamic, real-time

    • Survey & heuristic based

    • Data-based

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    7

    four best practices to create next gen customer

    Four Best Practices to

    Create Next Gen

    Customer Experiences

    1. Customer Obsession

    2. Practice Relentless Pragmatism

    3. Build Brand Trust

    4. Networked Mindset

    Proprietary and confidential. Do not distribute.

    8

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    how much do you really understand your customer

    How much do you really

    understand your customer?

    Case study: T-Mobile

    Frustrated wireless

    customers fed up with

    carriers

    Willing to look beyond

    coverage and services

    Rising need for

    transparency, flexibility, and

    fairness

    T-Mobile re-positioned as the “Un-carrier”

    creating customer experiences and

    employee engagement around the theme

    how to be customer obsessed

    How to be Customer Obsessed

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    11

    e m p

    E M P

    A

    T

    H Y

    !

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    12

    understand customers offsite behavior

    Understand Customers’ Offsite Behavior

    What your most “loyal” customers do?

    Where do they go?

    Source: Jumpshot

    don t wait for complete 360 view of customer

    Don’t Wait for “Complete” 360 View of Customer to Make Decisions

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    14

    what the most successful brands do well

    What The Most Successful Brands Do Well

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    16

    rigorously define success and failure

    Rigorously Define Success and Failure

    Proprietary and confidential. Do not distribute.

    17

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    experimenting with snapchat

    Experimenting with Snapchat

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    18

    best practices in in experimenting with emerging

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    20

    build trust with engagement

    Build Trust with Engagement

    Source: Edelman Trust Barometer, 2015

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    21

    consumers don t understand how data is used

    Consumers Don’t Understand How Data Is Used

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    22

    case study john lewis

    Case Study: John Lewis

    Brand promise drives strategy

    Online shopping = 33% of trade

    Focus on “Click & Collect”,

    which accounted for 49% of

    online sales in 2014

    digital will require new ways of working

    Digital Will Require New Ways of Working

    Rigid Organizations

    Dynamic Organizations

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    25

    great employee relationships support great

    Great Employee Relationships Support

    Great Customer Relationships

    45% of organizations

    said that developing

    a plan for employee

    advocacy is a top

    priority

    Source: Altimeter report, “The 2015

    State of Social Business”

    Best Practices in in Experimenting with Emerging Channels, Charlene Li, Altimeter

    September 10, 2015

    26

    case study telstra s bbq app

    Case Study:

    Telstra’s “BBQ” App

    Employees download an app

    to their phone

    Can log service request for

    friend or family member

    Escalate issues

    Closes the loop with both

    employee and customer

    Also provides updates on

    strategy, news updates, etc.

    Almost half of employees have

    downloaded the app

    it s about relationships 1

    It’s About

    Relationships

    for more information please contact

    For more information please contact:

    Charlene Li

    Principal Analyst

    +1 415-915-9597

    charlene@altimetergroup.com

    @charleneli

    www.altimetergroup.com

    www.charleneli.com