Digital Transformation of the Omni-personal Customer JourneyIt is the how I am going to adapt to what the client needs. You cannot standardize this. When the client enters the store, give him a cup of coffee, a glass of water or champagne, but in the end this is not where you make the difference. You make a difference on showing your real love. And showing your real love is not only about selling a watch but listening to the customer and read between lines. That is the biggest change in 2020. At AP we call it people-to-people. -François-Henry Bennahmias CEO at Audemars Piguet, Questionnaire Conducted by the Authors Key Aspects• The omni-personal experience builds on Memory, Empathy, Real time and Consistency (the MERC factors) across channels and touchpoints. • Those MERC factors need to be omnipresent across the phases of the customer journey cycle. • In the awareness phase, the customer consent is the maximum brand commitment as it opens the possibility of further one-to-one engagement. • In the engagement phase, a brand needs to convince and eliminate individual customer doubts to lead seamlessly into conversion. • The conversion phase should be dominated by perfection, excitement and satisfaction. • Fulfilment is not about basics but about enthusiasm factors, surprising the customer positively and innovatively. • The after-sales phase should guarantee personalised services to enhance the brand loyalty.
Customer Centricity Is KeyCustomers have never been so close to brands than today. This is the result of 20 years of evolution … from the first internet websites, collaborative internet (it was called 2.0), social network and platforms.
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