Customers have never been so savvy – in her speech at Qualtrics Converge Europe, KPMG Nunwood’s Customer Experience Design Director talks about how consumer demands are growing and how brands need to keep up to stay ahead of the competition.

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The Age of Customer
Empowerment and its Impact
on Brand Experience
Vicky Joshi, CX Design Director, KPMG Nunwood

2. #QualtricsConverge
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The age of customer empowerment
Digital evolution – looking to the future
Delivering excellent brand experiences

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Driven by;
Connected lives and smartphone usage
Motivation to self-educate
Access to credible, objective 3rd party references
THE AGE OF CUSTOMER
EMPOWERMENT
Today’s ‘empowered customer’ sets
the bar high and expects a much
higher level of customer experience
from brands

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DIGITAL EVOLUTION
1992 SMS Messaging
1995 Yahoo Search Engine
1998 Google
2003 WordPress, MySpace
2004 Facebook
2005 YouTube
2006 Twitter
2007 iPhone, App Store
2010 iPad, Instagram
2011 Google+, Pinterest, Snapchat
2014 Mobile use surpasses desktop
2015 Wearables
2016
Internet of Things, mobile overtakes e-mail
& social

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CHANNEL
Face to Face
Print
Online
Mobile
3D Simulation
Virtual Reality
Augmented Reality
RESEARCH
& CREATE
SHOPPING LIST
COMPARE
& SHORTLIST MAKE A DECISION
20 YEARS AGO
BUYING A NEW CAR

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CHANNEL
Face to Face
Print
Online
Mobile
3D Simulation
Virtual Reality
Augmented Reality
RESEARCH
& CREATE
SHOPPING LIST
COMPARE
& SHORTLIST MAKE A DECISION
10 YEARS AGO
BUYING A NEW CAR

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CHANNEL
Face to Face
Print
Online
Mobile
3D Simulation
Virtual Reality
Augmented Reality
NOW
RESEARCH
& CREATE
SHOPPING LIST
COMPARE
& SHORTLIST MAKE A DECISION
BUYING A NEW CAR

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CHANNEL
Face to Face
Print
Online
Mobile
3D Simulation
Virtual Reality
Augmented Reality
FUTURE
RESEARCH
& CREATE
SHOPPING LIST
COMPARE
& SHORTLIST MAKE A DECISION
BUYING A NEW CAR

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Digital
Evolution
- The Future
VOICE ACTIVATION
MICRO-LOCATION & BEACONS
INTERNET OF THINGS
WEBCAM
VIRTUAL & AUGMENTED REALITY
MAZDA SOTHEBY’S INTERNATIONAL
REALTY

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VOICE ACTIVATION
MICRO-LOCATION & BEACONS
INTERNET OF THINGS
VIDEO VALETS
VIRTUAL & AUGMENTED REALITY
Digital
Evolution
- The Future
MAZDA SOTHEBY’S INTERNATIONAL
REALTY

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VOICE ACTIVATION
MICRO-LOCATION & BEACONS
INTERNET OF THINGS
WEBCAM
Digital
Evolution
- The Future
VIRTUAL & AUGMENTED REALITY
MAZDA SOTHEBY’S INTERNATIONAL
REALTY

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MICRO-LOCATION & BEACONS
INTERNET OF THINGS
WEBCAM
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
Digital
Evolution
- The Future

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MICRO-LOCATION & BEACONS
INTERNET OF THINGS
WEBCAM
Digital
Evolution
- The Future
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION

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MICRO-LOCATION & BEACONS
INTERNET OF THINGS
WEBCAM
Digital
Evolution
- The Future
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION

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INTERNET OF THINGS
WEBCAM
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
MICRO-LOCATION & BEACONS
Digital
Evolution
- The Future
JFK AIRPORT BERLIN AIRPORT

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INTERNET OF THINGS
WEBCAM
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
Digital
Evolution
- The Future
MICRO-LOCATION & BEACONS
JFK AIRPORT BERLIN AIRPORT

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INTERNET OF THINGS
WEBCAM
Digital
Evolution
- The Future
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
MICRO-LOCATION & BEACONS

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WEBCAM
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
MICRO-LOCATION & BEACONS
INTERNET OF THINGS
Digital
Evolution
- The FutureMACY’S

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WEBCAM
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
MICRO-LOCATION & BEACONS
Digital
Evolution
- The Future
INTERNET OF THINGS
MACY’S

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WEBCAM
Digital
Evolution
- The Future
VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
MICRO-LOCATION & BEACONS
INTERNET OF THINGS

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VIRTUAL & AUGMENTED REALITY
VOICE ACTIVATION
MICRO-LOCATION & BEACONS
INTERNET OF THINGS
WEBCAM
Digital
Evolution
- The Future
AMERICAN EXPRESS
NATIONWIDE
AMAZON
FIAT

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Digital
Evolution
- The Future
WEBCAM
AMERICAN EXPRESS
NATIONWIDE
AMAZON
FIAT

23. #QualtricsConverge
WHAT DOES THIS MEAN
FOR YOU?
ALIGN WITH YOUR BRAND VISION
THINK OMNI-CHANNEL
ORGANISE FOR CUSTOMER
JOURNEYS
ENSURE END TO END JOURNEY
MANAGEMENT
DESIGN JOURNEYS THAT LEVERAGE
DIGITALISATION

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BRAND VISION &
CUSTOMER PURPOSE
CX PRINCIPLES
ALIGN WITH YOUR BRAND VISION
EXCELLENT BRAND EXPERIENCE FOR THE CUSTOMER
=
1 2
EXAMPLES
AMAZON
USAA

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THINK ‘OMNI-CHANNEL’
 Mobile responsive
website
 My Disney
Experience App
 Magic Band Program
 Simple shopping
experience across
website, mobile and
stores
 iPad wielding staff
 Can order items and
ship them straight to
home address
 App allows you to
create personalised
shopping list from
scanned receipts
 In-store location of
items on list is then
indicated
 Reward card can be
checked and
uploaded across
multiple channels
 All changes are
updated for all
channels in real-time
OMNI
CHANNEL
DISNEY OASIS H.E.B. STARBUCKS

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THINK ‘OMNI-CHANNEL’
 Mobile responsive
website
 My Disney
Experience App
 Magic Band Program
 Simple shopping
experience across all
channels
 iPad-wielding staff
 Can order items and
ship them straight to
home address
 App allows you to
create personalised
shopping list from
scanned receipts
 In-store location of
items on list is then
indicated
 Reward card can be
checked and
uploaded across
multiple channels
 All changes are
updated for all
channels in real-time
OMNI
CHANNEL
DISNEY OASIS H.E.B. STARBUCKS

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ORGANISE FOR CUSTOMER
JOURNEYS
SILO ORGANISATION MATRIX ORGANISATION RADIAL ORGANISATION

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ENSURE END-TO-END JOURNEY
MANAGEMENT
A customer journey is part of a customer lifecycle – comprising a series of phases, stages and touch-
points – via which the customer is able to achieve a specific goal/objective (‘intended outcome’)“
”
PHYSICAL RATIONAL EMOTIONAL
 Objective-led
 Focus on emotional connection
 Knowledgeable & passionate staff
 Personalised service
 Trips tailored to individual
 Offer unique experiences
 Flexible
 Go the extra mile
 App to manage itinerary
 Pre & post trip surprises
ONLINE TRAVEL COMPANY
BLACK
TOMATO

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DESIGN JOURNEYS THAT
LEVERAGE
DIGITALISATION
CRAFT MEMORABLE
BRAND EXPERIENCES
BETTER ENGAGE WITH
YOU CUSTOMERS VIA
SOCIAL MEDIA
IDENTIFY YOUR
‘INFLUENCERS’

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WHAT DOES THIS MEAN
FOR YOU? - RECAP
ALIGN WITH YOUR BRAND VISION
THINK OMNI-CHANNEL
ORGANISE FOR CUSTOMER
JOURNEYS
ENSURE END TO END JOURNEY
MANAGEMENT
DESIGN JOURNEYS THAT LEVERAGE
DIGITALISATION

31. #QualtricsConverge
THANK YOU