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?