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Leading customer experiences in a pervasively data driven world
The document discusses how businesses need to transform to meet the needs of empowered, data-driven customers. As customer experiences become increasingly digital and data-driven, companies must invest in sensing capabilities and analytics to understand customer behavior across all touchpoints. Those that do not adapt risk falling behind or becoming obsolete, as 52% of Fortune 500 companies have disappeared since 2000. To succeed, businesses need to provide personalized, consistent experiences across channels in real-time by utilizing automated, data-driven processes.
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Leading customer experiences in a pervasively data driven world
- 1. Leading customer experiences ina pervasively data-driven world Mikko Eerola Managing Director, B2C Industries @tulensrma February 2, 2017
- 2. We are nowliving in the age of the customer Empowered customers are shaping our business strategy @tulensrma
- 3. Your customer experience iscompared to the best customer experiences Think Airbnb, Apple, Spotify, Wolt… @tulensrma
- 4. Customers can seefor themselves how your service could be improved You and your competitors no longer set the expected pace of development for your industry @tulensrma
- 5. The next bigwave of digitalization will blur the boundary between physical and digital worlds. Our reality is becoming pervasively data-driven @tulensrma
- 6. This presents achallenge for businesses that are not used to thinking of themselves as tech companies Think banks, brands, malls, department stores, supermarkets @tulensrma
- 7. Customer touch pointsgrow exponentially with the increasing number of smart devices And customers require a consistent, fluid experience across the entire journey @tulensrma
- 8. Customer behavior inphysical retail is still a black box until the point of sale. Loyalty cards and people counters are practically the only scalable & repeatable way to gather consumer insights @tulensrma
- 9. Swedish marketers invest in online and mobile 1.4B€ annually B2C companies are investing heavily into sensing capabilities Retail analytics market will grow from 2 B€ to 4.5 B€ by 2020 globally Nordic software market for advanced analytics, CRM, digital marketing and eCommerce will grow from 0.7B€ to 1.1B€ by 2020 Sources: IDC, Gartner, Markets and Markets, Technavio, IAB Facial expression detection software market will grow from 13M€ to 8 B€ by 2020 globally of business leaders believe that customer experience will be their primary basis for competition. 89% @tulensrma
- 10. There will becompanies that transform successfully, companies that are born and find a growth path, and then there will be companies who perish @tulensrma
- 11. “We started asa fashion company, but now we’re going to be a fashion technology company” Robert Gentz CEO, Zalando @tulensrma
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- 15. 52% of thecompanies on the Fortune 500 have disappeared since the year 2000 @tulensrma
- 16. @tulensrma Real-time use ofinformation empowers personalized customer experiences Sensing, storing, analyzing and acting in real time on all information available & relevant to the individual customer
- 17. Service design considersboth the customer’s and the organization’s needs End-to-end journey across all channels and touch points from the customer’s perspective and from organizational perspective @tulensrma
- 18. The variety ofjourneys available to consumers is growing exponentially Before: linear environment Today: complex environment RESEARCH EVALUATION PURCHASE POST-PURCHASENEED RECOGNITION Friends and social media In-store Email Mobile Customer serviceWeb Physical Digital @tulensrma
- 19. Consistency across thecustomer journey is impossible to achieve without automation Data-driven, learning models and end-to-end processes create a seamless link across channels, touch points and sessions @tulensrma
- 20. Every customer interactionat every touch point must be hyper relevant Utilizing all the information available from all parts of the organization as well as from the world outside @tulensrma
- 21. Our mission isto empower brick and mortar retailers with capabilities that are currently only available for ecommerce merchants Generate insights, create world-class experiences, increase loyalty, increase sales
- 22. Sensing Retail & Out-of-Home MakingB2C companies truly data and insight driven Service Design & Agile Development Big Data, Cloud Analytics & Customer 360
- 23. “Close your eyes and pretend you’re human” StewartButterfield CEO, Slack @tulensrma
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