presentation: nestlé
TRANSCRIPT
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
