科尔尼咨询报告数字客户体验.pdf

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1、CreatingaHigh-ImpactDigitalCustomerExperienceAnA.T.KearneyWhitePaperCreatingaHigh-ImpactDigitalCustomerExperienceIntroductionInthepastfewyears,wehavewitnessedanexplosionintheonlineworld—anexplosionthatisalsoaharbingerofhowbusinesseswilloperateinthefuture.Supplychainsarebeingre-thought,productsand

2、servicesreconfigured,andbusinessmodelsrevamped.Yetwhilee-businessandtheInternetareturningeverythingupsidedown,onebasiccomponentofbusinessremainsunchanged:Therelationshipbetweensupplierandcustomerremains(andalwayswillbe)thebasicbuildingblockforeverybusinesstransaction.Intheonlineworld,thewaythatrel

3、ationshipmanifestsitselfmaybevastlydifferentfromthetraditionalrelationship-buildingprocess,buttheneedtocreateacompellingcustomerexperienceremainscritical.Considerthis:Forallthehooplaaboute-commerce,42percentofcustomersshoppingontheInternetabandontheonlineexperienceinfavorofatraditionalbricks-and-m

4、ortarchannel.Inpart,thismaybeduetounfamiliaritywiththenewchannel;or,abiggerfactormaybethequalityofthecustomerexperiencethatmanye-businessesdelivertoday.Indeed,a1999A.T.Kearneystudyrevealedthatlessthan17percentofthewebsitesevaluateddeliveredahighlypositivecustomerexperience.Yetthereissignificantmid

5、dleground—companieswithwebsitesthatperformwellinsomerespects(qualityproducts)donotperformaswellinothers(customerfulfillment).Giventhetremendousclutterintoday’se-commercemarketplace,themostsuccessfulsitesarethosethatbuildcustomerloyaltyandenthusiasm.Andwebelievethatthetime-honoredmethodologiesholdf

6、ast:Thereisnobetterwaytocreatecustomerloyaltyandenthusiasmthanthroughapositivecustomerexperience.Theimportanceofestablishingapositivecustomerexperienceisfurthersubstantiatedbylookingatthecurrentcostofacquiringanonlinecustomer.AccordingtoShop.org,anassociationofonlineretailers,purelyonlineretailers

7、spendanaverageofUS$42toacquireeachnewcustomer,whileretailersthatcombinetraditionalstoreswithonlineshoppingspendonlyhalfasmuch.Thisacquisitioncostisaninvestmentthatonlyearnsareturnifcustomersreturn—placingcritical