What every customer wants: Seamless and Personalised Customer Journeys Berlin April 2015

80% of companies believe they deliver outstanding value and a superior customer experience. Just 8% of customers agree. Source: Bain & Company 2

Daniel Kahneman’s hypothesis S= P-E, Matching expectations with perceptions and creating new expectations

An Apple a day? “This (55 million iPads sold to date) is something no one would have guessed. Including us. To put it in context, it took us 22 years to sell 55 millions Macs. It took us about 5 years to sell 22 million iPads and it took us 3 years to sell that many iPhones.” Tim Cook CEO Apple Feb 2012 reporting. Apple went on to sell more iPhone 4S devices in Q1 of 2012 than the preceding 12 months.

To research every aspect of their purchase using social media, brand websites & “showrooming.” To check prices and ensure “best value.” To switch at will between on and off line in completing a journey. Experience the best that the brand can deliver regardless of channel. To get served Now! To use social media to recommend and to complain – the brand needs to be responsive. What every Shopper wants

The Smartphone is Upwardly Mobile ….. By % of adults will have a smartphone 78% of customers research on line before they make a purchase worth more than 50 Euros. Mobile surpassed PC as the preferred means of internet access in Customers shop mobile and f2f simultaneously.

Today’s consumer is “always on”, connected 24/7. They call the shots. The average individual spends 94 minutes a day using apps and texts up to 100 times per day 60% of companies fail to respond to customers on social media 90% of respondents said they found this lack of response frustrating 45% of consumers use social media to recommend products

Emotional Experience Mapping – Quality & Depth rather than Quantity

Process Operating Model Technology Leadership & Culture Employees Cx Strategy Customer Experience Journey Business Operations Bridging the gap 9

“Click & Collect has been fantastic” “Mobile is very important – up by 200% - especially in fashion Andy Street MD 150 year old business, partnership model 39 stores, 292 Waitrose stores, online & catalogue All routes lead to one brand 2/3 of purchases involve shop & online Sales & profitability continue to grow strongly Thorough engagement in social media 650k likes Facebook, 60k followers twitter plus You Tube, Pinterest and Google + Clear strategy based on customer journey defined as Research – Purchase – Amendments – Delivery – Returns Acknowledged by RETAIL WEEK Magazine as Multi Channel Retailer of the year

ICA Drive thru Click & Collect is rolling out rapidly across Europe By mid 2015 ICA expect to have 50 stores across Sweden enabled Customer can order online, customer chooses pick up slot and receives a code via sms

Digital? Meet Physical! In the UK & the US 83% of customer experience directors say investment in new technology is the answer 14% of sales are pure play on line, 86% are in store and click & collect (66% in 2020) C&C set to double in three years

The only people that see the bigger picture of any organisation or brand are the customers. 13