Converged consumer

Transcription

1 Converged consumer

2 Transformation in the digital environment impacts customers way of living, way of consuming data as well as companies operating models Social media Data analytics Mind shift of consumers Cloud Global Internet resources ecommerce Produ ct develo p- ment Strategy and vision Sale s Log and istic mar s ketin g Administration Human Resources Management IT Cust ome r servi ce Disruption of operating model 1

3 The population of digital consumers in Poland is foreseen to grow rapidly in the 2020 perspective SHE/HE: uses Internet The percentage of Polish Internet users 3% 17% uses mobile Internet at least once a week uses desktop or laptop or mobile devices Percentage of Polish population 1,5% 11% 2020 The percentage of >50% digital consumers of Polish population 2

4 As around the world, Polish Internet users are staying online for many different purposes? Communication and searching for www 93% 92% Webpages 80% Social media 31% Messengers? Entertainment? Personal matters 64% 45% 28% 55% 43% 9% VOD, films and programs Radio & music Games Internet banking Online purchase and sales Formal issues Source: Rynek usług telekomunikacyjnych w Polsce w 2014 roku, UKE 3

5 Companies have to face several challenges to understand digital consumer The way in which search for information about new products/ services buy products/ services communicate Consumers expectations towards customer care Consumers communication channel preferences Everywhere, every time, everything Time is a key factor 4

6 Understanding consumers means identifying their real expectations and actual behaviors What are the expectations? What do we know about the consumer? 68% consumers name convenience as an important factor for digital channel selection In simple cases, the digital channel is the preferred one 80% consumers perform account operations 66% consumers consider speed of service as essential 75% 59% consumers seek product information consumers check price conditions 27% people expect exceptional guarantee of security while traditional channels are preferred for complex issues 59% consumers opening / closing bank accounts 25% banking consumers seek support and advice 58% 55% consumers submitting a problem / complaint consumers seeking financial advice 5

7 Companies have to disrupt their entire operating model to follow the consumers mind shift Operating model Digital Strategy and vision Product development Logistics Sales and marketing Customer service Administration Human Resources Management IT 6

8 Customer satisfaction Customer journey can help to understand how the consumers interact with the company, their experience and expectations Legend Customer s need for relationship with bank Account services Searching Stage of purchase Customer satisfaction Contract Customer Care Customer care Contract extension or termination Searching for information Extension of product portfolio Requests/notifications Change of contract Activities carried out mainly through traditional channels Activities carried out mainly through digital channels Offer comparison Purchase of new services Rapid problem solving Collecting friends opinions Product and financial advisory Searching for offer Complaints Decision Extension or termination of contract 7

9 In the digital world, transforming data into value is the way to differentiate yourself from other companies Sales and marketing Data analytics Customer purchases, behaviors, conversations, complaints, promotions, preferences, interests etc. Internal External Precise targeting Moreover, 50% of organizations use data analytics to support pricing decisions 8

10 The digital transformation is the driver for points of sales models evolution Kiosks Intermediate variant Flagships Objective Transaction Transaction Transaction Acquisition Acquisition Acquisition Key characteristics Minimum employment Low level of expected competences High level of automation Only product pick-up no product showcasing Combination of Kiosks and Flagships features Model dependent on particular sector (type of transactions / acquisitions) Concept store focusing on products showcasing Availability of experts Personalized approach, maximized scope of products to be presented / tested Possibility of ordering products Building brand awareness and experience Click & collect vs Showroom 9

11 The mix of traditional and digital channels should offer customers the same experience Sales and marketing Customer For 47% of consumers collection at a physical store is essential when buying online On the other hand, 33% of retail companies consider omnichannel consumer engagement as the trend significantly impacting their organization 10

12 Customers might expect good service experience to be transferred from one sector to another Sales and marketing Customer service 24/7 24/7 however, solutions that succeed in one country may not be directly applicable in another 11

13 Summary To understand the customer & adapt to the market culture, social differentiation To propose digital transformation for the company in order to: achieve the results but. prevent overinvestment To align IT functions with business needs outsourcing of IT People, people &. people 12

14 Thank you for your attention KPMG is a global network of professional firms providing Advisory, Audit & Tax services. We employ more than 1200 people in Warsaw, Kraków, Poznań, Wrocław, Gdańsk, Katowice and Łódź. Strategy Business strategy, business plans CRM / Customer Excellence / Voice of Customer Sales IT Process effectiveness analysis Operations Product / services development Change management programs Supply chain management Małgorzata Kowalczyk Manager, Management Consulting Customer management processes reengineering (segmentation, customer value management etc.) KPMG Advisory Spółka z ograniczoną odpowiedzialnością sp.k. ul. Inflancka 4a Warszawa malgorzatakowalczyk@kpmg.pl Tel +48 (22) Fax +48 (22)

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