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Customer Experience Optimization (Elaine Rubin)
Elaine Rubin, President of Digital Prophets Network, discussed optimizing customer experience through personalization. She emphasized that businesses need to match customer needs by reengineering how they organize and serve customers. Specifically, companies should focus on delivering experiences that are relevant, valuable, authentic, and timely based on customer insights and behavior. This will require convergence of data and channels to impact company structure and decisions in order to achieve true customer centricity.
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Customer Experience Optimization (Elaine Rubin)
- 1. #monetatesummit ElaineRubin, President &ChiefProphet, DigitalProphetsNetwork Customer Experience Optimization Targetandpersonalizetomake everycustomerexperiencea relevantone
- 2. Elaine Rubin President, DigitalProphets Network (DPN) • Board member, Moosejaw.com, Monetate, Hilco Retail Advisor • Founder, Shop.org & current Think Tank participant • Formerly Amazon Services, 1800flowers.com, iVillage
- 4. search advertising social networks retail mobile affiliate email magazines /print TV PR / buzz social / WOM promotions display mobile directories ecommerce Call center tablet mobile TV stores phone marketplaces amazon google facebook blogs product editorial photography video blogs youtube pinterest twitter facebook instagram flickr mobile advertising apps sms phone tablet content ecommerce blogs websites tablet marketplace microsites
- 5. Industry Catch Up •Convergence: devices, access to information • Omni channel convergence: customer experience through brands, stores, web, mobile, TV • Data collection, limited analysis, no action • Retailers & brands are playing catch up with technology & consumer rapidly changing behavior
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- 7. The Challenge • DisconnectedCustomer Experiences • Our businesses do not match the needs of the customer • Change - Re engineer how we organize & serve
- 8. The latest trend(circa 1995) • Know your customer – understand them –Revamp/ introduction of Voice of Customer programs –Customer journey mapping –Analysis • Talk their language, be relevant –Message, offer –Timing –Location, Channel
- 10. Winning @ CustomerExperience • Relevant: It reflects the customer’s circumstances and affinities. • Valuable: It delivers what the customer wants or needs. • Authentic: It makes the customer better off (while avoiding trickery). • Timely: It’s delivered at the right time, not necessarily in real time.
- 11. The Outlook • Truecustomer centricity – customer insights & behavior – Impacting company structure, performance, decisions • Chief Customer Officer • Customer Experience Management