presentation: nestlé

CUSTOMER EXPERIENCEHOW DIGITAL IS CHANGING THE MARKETING

FRAMEWORK

Catherine BerièreNovember 2016

RAPIDLY CHANGING

ENVIRONMENT

VUCA, THE NEW REALITY

DIGITAL IS CHANGING THE WORLD

The wearable devices market will grow from $1.4 billion this year to

$19 BILLION BY 2018

Reviews & word of mouth are increasing

their influence on consumer trust

top global brands are digitalat the core

Move sequentially between

Screens and devices to complete a task

are more likely to recommend a brand that offers a simpler

experience

Amazon and eBay are the only

pure retailers on the list of the

3.5 X more than radio/TV ads

4 out of 5

98% OF CONSUMERS

80% OF CONSUMERS

TOP 100 BRANDS

Source: :Accenture

DIGITAL REALITIES WE CAN’T ESCAPE

Delight and disdain will be broadcast

Switching is easier than ever

The funnel is not linear nor circular.

Lines are blurring between marketing, commerce and

service.

Media, devices and platforms contnue to be

democratized.

Pace of technology and device innovation is

unprececented

New digital competitors are reimagining services

New partnerships and new ecosystems being formed

EMPOWERED CUSTOMERS ENGAGEMENT ON THEIR TERMS

PLATFORMS AND DEVICES CHANGE THE PLAYING FIELD

THERE IS A NEW FACE OF COMPETITION

Source: : Accenture

Which Customer Experience….

START WITH YOUR TARGET

LISTENING

I want my journey… and I want it now!!

From Funnel…

Source: McKinsey

…to loop

Source: McKinsey

Food and the 5 senses

Source: Consumatics

Price polarization in FMCG

Results…and what’s next?

->> SK,UK…

3 Key take aways1) NEW REALITY = CHANGE IN CONSUMER PROBLEMS

2) INNOVATION ACROSS CONSUMER JOURNEY TO SOLVE THESE

3) STORYTELL ACROSS ALL TOUCHPOINTS CONSISTENTLY

BETTER CUSTOMER EXPERIENCES & SATISFACTION

SOURCE: INRETAIL