The CX Value-Chain The CX Value-Chain - Paul Writer

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May 25, 2017 - Language, easy/sophistication of ... marketing, sales and service ... marketing, sales & stakeholders
5/25/17

The CX Value-Chain Trend Spotting

Amplification

Engagement

Empowerment & Advocacy

The CX Equation Customer Experience (CX) requires clear vision, the right tools, and great execution to succeed. Three Major Areas: Outreach (C), Hooks (H), and Optimize (O).

CX = C + H + O

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Outreach: Unique Cover Hooks: Retention Optimize: Audience Opportunity flow & Behavior

Outreach

Hooks

Optimize

Create Cume.

Increase engagement

Audience size, flow & engagement congruence

Increase awareness

Drive loyalty

Cost efficiency

Increase share-ofvoice

Catalyze Empowerment & Advocacy

ROI

What is CX? Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. Different levels of brand/category understanding, language Receptivity to IVR, Cultural Know-how of CSR, Language

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Language, easy/sophistication of user, level of familiarity with product

Require different levels of hand-holding

Legacy Systems, IT limitations, etc.

Which channels are most effective, language, how much/how little to explain

Customer Behavior and Expectations are changing

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Source: McKinsey & Company

Media Ecosystem

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The The cluttered cluttered TV TV market market with with broad broad underlying underlying themes themes

The The News News Space Space

The The Regional Regional space space

The Sports space

The The South South Indian Indian space space

The The GEC GEC Space Space The The Movie Movie Space Space The The children children and and the the tweens tweens space space

The The Infotainment Infotainment and and Holly Holly wood wood space space

The The News News market market is is aa homogenous homogenous glut. glut. Every Every one one is is cluttered cluttered around around mass mass audiences audiences .. Undifferentiated Undifferentiated in in terms of SEC and Age terms of SEC and Age

Channel Channel audiences audiences are too small are too small to to be be targeted . Error targeted . Error levels levels are are too too high high

The The business business channels channels have have older older and and higher higher sec sec audiences audiences

A Primetime Mon-Thu serial, with middleclass mothers with children, from the North and the West

The The Seven Seven Segments Segments in in India India

Channel Channel audiences audiences are located are located across across segments segments in in varying varying contributions contributions The The names names of of the the segments reflect segments reflect predominant predominant characteristics characteristics in in terms terms of Geog, Demog of Geog, Demog and and Content Content

CHANGES IN SEGMENTS CAN BE TRACKED AND TARGETED GEOGRAPHICS

DEMOGRAPHICS

DISTRIBUTION

PROMO PROGRAMMING

Good Morning India: TANGO Overview

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Opportunity to see?

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Steps to better Customer Experience Management Optimize touch points create customer experience map

Nurturing leads Customer plans for TG Prioritize impact of marketing, sales and service decisions

Workflow tools deployment for marketing, sales & stakeholders

Track, Distill & adapt to Customer Behavioral shifts

Understand needs, wants & demands

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and

Create Customer Centric Information Architecture(CCIA)

PROMOS MARKETING SOCIAL MEDIA DIRECT MAIL

INVOICE DISPLAYS

SALESPERSON

ADS WORD OF MOUTH EMAIL

PR

EVENTS

CUSTOMER SERVICE

SOCIAL MEDIA

CROSS SALE SURVEYS

NEWS LETTER

PACKAGING

PACKAGING

ECOMMERCE

STORE OR OFFICE

BRAND PROMISE

WEB

BILLING

UP SALE

FORUMS

LOYALTY PROGRAM

Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy

PRE-PURCHASE 5/25/17

PURCHASE

POST-PURCHASE

PROFITS

INTEREST INTEREST CREATION CREATION

CX: Touchpoints

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Positive interactions goes beyond “Completely Satisfied

The Road Ahead • Silos’ may be the biggest threat to your organization today. • Understanding change as it effects your strategy has never been more important. • However where strategy also includes fundamental change to your organizational design and your operating model the challenges then grows in proportion. • Asking the guardians of the present status quo to design a future in which their roles have changed requires the right facilitation. This type of organizational change happens infrequently and getting it right is vital. • The Silo’s & operational pillars of your organization need to change now. We are in a race towards a new type of customer relationship and a new type of enterprise. • Those who are already in the path to change are rapidly moving ahead of competitors because at the core of this new change is differentiation made easier. • There is an early adopter win even in mature markets that puts all brands at risk. Ask Yourself: • When did you update your strategy to take account of a specific disruptive innovations? • How are you dealing with the customers increasing power over your relationship? • How are you changing your strategy to move transactions onto the customers devices rather than proprietary POS 5/25/17 technology?