Customer centricitysessionvevey

Editor's Notes

• #2: Theme here is to look at some of the larger trends we are all grappling with:Openness, connectedness, and what that means for customer centricity.I’m going to look at a few customer stories.Finish on what we at salesforce are seeing as the core tenets, and that hopefully gives some food for thought as we see what Pete and his team are driving forwards at Nestle.
• #3: Why was instagram such an amazing success – sharingWhy was Spotify such an amazing success – openness and sharing built into it’s DNA.Openness and sharing has a value in it’s own right as JP was talking about last night.
• #4: At the same time we are massively more connected.Today – right now – will be the slowest we will ever do business. Everything is accelerating.Instagram took just over a year.Good and bad news travels incredibly fast.
• #5: Salutory examples about how the walls of business are permeable. We can see out in terms of unprecedented access to user insight and information. They can also see in.The only antidote is a genuine approach to customer centricity.
• #6: You probably also, from a customer centricity perspective, want to accuse your customers of being luddites and a bit backward on twitter. Here’s one of Microsoft’s (now ex Microsoft) Games Studios directors having a sarcastic debate in response to concerns the new Xbox would be an always on device.Official response was also terrible – here’s our official product announcement – no further response.
• #7: People are being open. People are connected. They are having a conversation about our brands. But they might not necessarily be having it with us.IDC research paper. 20:1 in terms of general versus directed at our brands.How do we find and respond to the other 20?
• #8: When the Icelandic volcano Eyjafjallajökull erupted in 2010, so did social media traffic. In the biggest disruption to European air traffic since WWII, a cloud of ash grounded flights across the continent. Stranded travelers rushed to social networks such as Twitter and Facebook in search of help, and KLM jumped right in.They’ve never looked back.22 minute avg response time.30000 conversations a week.9 languages served by about 60 people.
• #9: The impact of 10 staff dedicated to making a difference in customer centricity.Focussing on most unhappy customers.‘Make it right’1:1 personalisedcomms.150 000 people helped. They are now climbing up the customer satisfaction boards through this customer centric approach.
• #10: People are talking about our brands at a scale that impacts business results, and there are examples of customer centered approaches making a meaningful difference. People are also sharing their likes, interests, etc..
• #11: If someone walks into Burberry of the future they will be able to know how to serve the clientturning data into insightsinsights is what drives the action
• #12: American Express has partnered with Foursquare, the mobile check-in service, to enable its card members to get location-based offers from a number of UK high street brands including Tesco, House of Fraser, Nando's and Primark.The expansion of the scheme, which launched in the US last July, to the UK is part of American Express' broader strategy to digitise its core assets and use technology to deliver "added value" to both its card members and merchant partners.American Express cardholders can register to sync their card with Foursquare, so when they use the app they will see American Express Specials appear when they are at certain retailers.When they "check in" with Foursquare at a retailer they will automatically receive the discount if they purchase the item on their card, without having to present the voucher to the cashier.Retailers participating in the scheme include Bella Italia, Café Rouge, Eat, PizzaExpress and Strada.Tesco and Eat are giving £5 back for the first £5 customers spend in stores, while the other brands are offering £10 back for the first £10 they spend.The system is powered by American Express Smart Offer API, which is already live in the US.American Express said this will enable participating merchant to take advantage of location-based marketing without the having to invest time and money, while measuring its success on the company’s closed loop network.Colin Walsh, managing director at American Express UK, said: "Our customers want the best deals at their convenience."They are increasingly connected online and when it comes to shopping they are actively seeking real-time offers that generate savings, while merchants are keen to embrace the benefits that smartphones can bring them."Dennis Crowley, co-founder and chief executive of Foursquare, said its partnership with American Express has been a "huge success" in the US.He said: "American Express' focus on building customer loyalty perfectly aligns with Foursquare's goals."The partnership is a much-needed boost for Foursquare, which faces competition from Facebook and O2 in the UK as a platform for location-based offer schemes.
• #13: You need to engage customers not only on social media, but on every channel. Your customers are on the web, in your store, talking to sales associates and they are using local, social, and touch apps wherever they go.When you provide a consistent experience across all these channels, you make it easy for your customers to do buy from you and interact with you. That means that if I enter personal information or save a wish list, it should be available on a mobile device, on the web and in your store.For example, Burberry does an amazing job of delivering a consistent experience across the web, social and in the store. Their store associates have touch devices that they can use to look up customer accounts using a clienteling app from Salesforce that helps them manage all their customer data in the cloud. With this app, the store associate has the same information that the website and call center all have about customers.
• #14: Moment of truth.Zero moment of truth.Challenge today:From Big Data to Small DataWe need to get to “small data”Focus on “small-data-driven” intelligent content Anticipate customer needs from a very large data set and hone that down into specific 1:1 action
• #15: It all starts with LISTENINGListening is Paramount todayListening to Facebook and Twitter is not enough. You need to be listening to the entire web and be proactive to safeguard your brand against potential PR pitfalls and disasters. Every minute counts.
• #16: Approximately 620k 'new parenthood' conversations in English globally in past 30 days. This is excluding mainstream news, with news the monthly total = 656k. 
• #19: Under the banner of customer centricity:Positively influencing the conversations happening about your brand.Value exchange between customers insights and the brandMoment of truth – how can we take customer centricity further and start to anticipate customer needsAt salesforce we see 2 key tenets here:None of this gets off the ground without listening down to the 1:1 level in realtimeHow do you pull all this together; the insight, the conversations, the likes the interests into a single view of the customer that enable you to serve that customer better So, a global awareness of the customer conversation, anchored in a specific 1:1 record that allows us to make the right decisions.