From ROI to ROX: Transforming the enterprise to deliver a tangible "Return on Experience"
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Keynote delivered to the Relationship Marketing Association's B2B Summit in Montreal, March 2018. Most executives know that focusing on the customer experience is no longer a luxury but a necessity; unfortunately, most don't know where to begin. Many look to emerging technologies and the emergence of big data as their panacea, losing the human context that is imperative to a successful customer-centric approach to business. Borrowing on personal experiences as a fast food consumer-turned-marketer and a palliative care volunteer, this keynote was meant to inspire a more holistic approach to thinking about technological change as it comes to bear on the customer experience. **Special callout to Unsplash.com for access to amazing royalty-free images, along with inspiration and illustrations from amazing CX thought-leaders including Sampson Lee, Don Peppers, Martha Rogers, Valerie Peck & Eric Weaver.
From ROI to ROX: Transforming the enterprise to deliver a tangible "Return on Experience"
- 1. Jeremy Marentette Principal, Xerox CX Practice jeremy.marentette@xerox.com
- 2. 18-04-052
- 4. 1988 Jeremy
- 5. 18-04-055
- 7. 2015
- 10. 18-04-0510 Expand your thinking around what goes into delivering a meaningful customer experience. CUSTOMERS TECHNOLOGY DATA COMPANIES/BRANDS
- 11. 18-04-0511 CUSTOMER CENTRICITY THE ENTERPRISE TECHNOLOGICAL CHANGE ROLE OF DATA B2B2C PERSONALIZATION / CUSTOMIZATION
- 13. 18-04-0513
- 14. 18-04-0514 John F Williams, 1982 Company time - company space (Mail room CSR head office, Sydney)
- 15. 18-04-0515 Xerox innovates the way the world communicates, connects and works, helping companies deliver breakthrough experiences to improve and grow their business.
- 17. 18-04-0517 Our mission is to create a tangible Return on Experience (ROX) by transforming customer experience across the physical and the digital and transforming the enterprise to deliver that experience.
- 18. 18-04-0518
- 20. CLIENT KPIS LOYALTY PROGRAMS PROXIMITY- BASED CONTENT Customer Engagement MARKETING AUTOMATION CAMPAIGNS RETAIL STORE DESIGN INTERACTIVE KIOSKS RETAIL SIGNAGE EXPERIENCE CONTENT MARKETING CAMPAIGNS INTERACTIVE PACKAGING & BLOCKCHAIN STAFF ENGAGEMENT CAMPAIGNS Create KPIs, build strategies, process/tools, then architect customer engagement CLIENT KPIS DATA COMMUNICATIONS ARCHITECTURE SUPPLY CHAIN OPTIMIZATION Supporting Process & Tools PERSONALIZATION ENGINE PROCESS IMPROVEMENT MARKETING ASSET MANAGEMENT STAFF TRAINING CX CX AUDIT & STRATEGY DIGITAL STRENGTH INDEX Strategy GTM STRATEGY POS & IT SYSTEMS Enterprise
- 21. 21 April 5, 2018 Digital Transformation
- 22. To what extent do you agree that the following are objectives of your organization's digital strategy? (Respondents who answered Strongly agree or Agree) MIT Sloan Management Review 29% Technology 45% Retail/CPG 26% Industrial/ Public
- 23. 18-04-0523 90%Tech budgets maintain legacy systems Capgemini Consulting 10,000 Pages per person per year 1 = 2 Frontline = Back Office Technology
- 24. 18-04-0524 60%Customer dissatisfaction sources Capgemini Consulting 10-20%Call Centre volume 30%Operations can quickly adapt Technology
- 25. 18-04-0525 We help large retailers find efficiencies Pricing signage & flyer activity & planograms Save typical retailer millions $ / year Improve bottom line + customer experience Process
- 26. 18-04-0526MIT Sloane Management Review Travel company Wearable technology to analyze employees Link between lunching together & productivity People lunched in groups of 4 or 12 People
- 27. 18-04-0527 Looked in cafeteria Only tables of 4 or 12 Increased table size = measureable increase in productivity People
- 28. 18-04-0528 #SpoilerAlert It wasnt bigger tables that increased productivity It was enabling human connections People
- 33. 18-04-0533 Worker dissatisfaction 2nd class customers Increased complexity
- 34. 34 The path to customer centricity Customer Perspective Company Perspective Shared Value Perspective Build unique and innovative products that sell; product marketing focus, sales, and distribution capabilities; push messages to the market. Product Marketing Standardize targeting on large (behavioral based) market segments & measurement with tools. Target Marketing Automate and standardize all marketing programs, channels & customer information management with fully integrated communications across channels. Multi-channel Marketing Set customer strategy via segmentation and changing behavior with personalized treatment and standard metrics. Relationship Marketing Optimize the value exchange between the customer and the company. Relationship Optimization Opportunity
- 35. 35 The path to customer centricity Product or Service Product Marketing Target Marketing Target Marketing Multi-Channel Multi-channel Marketing Personalization Relationship Marketing Value Exchange Relationship Optimization Opportunity Brand
- 39. 18-04-0539 Gerd Leonhard Conversations with Gerd #3. Technology vs Humanity - technology is a tool not a purpose (Youtube.com) Customer ROX
- 40. 18-04-0540
- 41. 1988 Jeremy
- 42. Car Culture
- 43. 43 April 5, 2018 First drive thru City Center Bank Syracuse NY, 1928
- 44. 44 April 5, 2018
- 45. 45 April 5, 2018
- 46. Point of Order Point of Payment Point of Fulfillment Point of Order Point of Order Point of Order Point of Payment Point of Payment Point of Fulfillment Point of Fulfillment Point of Fulfillment Point of Order Point of Payment
- 48. 48 April 5, 2018
- 49. 49 April 5, 2018 YOUR BRAND
- 50. 50 April 5, 2018 How about you?
- 51. 51 April 5, 2018 DATA DATA DATA
- 52. 52 April 5, 2018 By 2025, an average connected person anywhere in the world will interact with connected devices nearly 4,800 times per day basically one interaction every 18 seconds. IDC whitepaper
- 53. 53 April 5, 2018 Data is rhetorical Data is used for something Different from fact
- 54. 54 April 5, 2018 Experian: 2017 global data management benchmark report
- 55. 55 April 5, 2018 Data tells you what Spring or Fall Daytime Not ground floor 17 plants 2.1 Megapixels
- 56. 56 April 5, 2018 Emotion tells you why #teamhuman
- 58. 58 April 5, 2018 Create Shared Meaning Value Exchange
- 59. 59 April 5, 2018 B2B2C
- 60. 60 April 5, 2018
- 61. EDUCATIONAL APP FOR STORE ASSOCIATES
- 62. 62 April 5, 2018
- 63. 63 April 5, 2018 B2B2C2D2C PERSONALIZATION / CUSTOMIZATION
- 64. 64 April 5, 2018 Merchandising 101: People buy what they see Marketing 101: Trusted recommendations drive sales 35% Amazons sales come from personalized recommendations
- 65. 65 April 5, 2018 PERSONALIZATION / CUSTOMIZATION Don Peppers
- 66. 66 April 5, 2018 PERSONALIZED JARAMIE
- 67. 67 April 5, 2018 CUSTOMIZED
- 68. 68 April 5, 2018 PERSONALIZED CUSTOMIZED
- 69. 69 April 5, 2018 Personalized retail blurring the physical and digitall
- 70. 70 April 5, 2018
- 71. 71 April 5, 2018
- 72. 72 April 5, 2018
- 73. 73 April 5, 2018
- 74. 74 April 5, 2018
- 75. Standard Product Mass Personalization Mass Customization Bespoke Personalization Spectrum Customer Collaboration Required More meaningful connections
- 76. 76 April 5, 2018 SCALE
- 77. 77 April 5, 2018 What is old is new
- 78. 78 April 5, 2018 POWERED BY DATA ENABLED BY TECHNOLOGY DELIVERED TO CUSTOMERS (EMOTIONAL BEINGS THAT CAN THINK) NEW BUSINESS MODELS WHO ARE HUMANS
- 79. 18-04-0579 CUSTOMER CENTRICITY THE ENTERPRISE TECHNOLOGICAL CHANGE DATA Expand your thinking around what goes into delivering a meaningful customer experience.
- 80. 80 April 5, 2018 ?
- 81. Jeremy Marentette Principal, Xerox CX Practice jeremy.marentette@xerox.com MERCI!
- 82. 息 2017 Xerox Corporation. All rights reserved. Xerox速 and Xerox and Design速 are trademarks of Xerox Corporation in the United States and/or other countries.