making the rubber meet the road throughout the buyers journey · your present reality financial...

Making The Rubber Meet The Road Throughout The Buyers

Journey

“CX”

Source: Gerd Leonhard www.futuristgerd.com

“In the next 20 years humanity will experience more change than the prior 300 combined.” ~Gerd Leonhard

Your Present RealityFinancial Metric Growth Rate

(Y/Y Through Q1 2017)Transportation Ranking S&P 500 Ranking

CapEX +25.78% #1 #15

Revenue +13.08 #1 #44

Operating Income

-2.51% #3 #75

Free Cash Flow -0.68% #5 #89

Source: http://csimarket.com/Industry/industry_growth_rates.php?capx&ind=1101

Digital Transformation Investments

Source: CIO STUDY 2016 KPMG https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2016/10/cio-survey-2016-transport-logistics.pdf

Digital Transformation Investments

Source: CIO STUDY 2016 KPMG https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2016/10/cio-survey-2016-transport-logistics.pdf

Digital Transformation Vulnerabilities

Source: CIO STUDY 2016 KPMG https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2016/10/cio-survey-2016-transport-logistics.pdf

Good Enough No Longer Is...

“In the transportation sector, an overall digital strategy is often missing, especially when compared to other

sectors... Companies should focus on shifting away from their core business and external solutions, and should

instead try to develop their own tailored IT offerings, in order to decrease vulnerability and the negative impacts of disruption. A comprehensive digital strategy should

be the starting point for these activities.”

~Steffen Wagner KPMG; Global Chair-Transport & Logistics

WE THINK IN PICTURES

12 Steps To Align On The Roadmap

Get Real-Real Quick

1

Sanity Through Focus

2

Moments of TruthEmpathy Mapping

Touch Points

Be Fearlessly Truthful

3

Experience Marketing Framework

GreatCX

Strategy

TacticsData

Purpose People

Process

Purpose Focused Strategy. Human-Centric Tactics. Data-Fed Iterations.

Great Customer Experience

Execution

Strategy

Research

Insights-Vision-Success

ReliabilityInnovation

The Insights Layer

Human Centric Design

Customer

ForcesCompetitorsSeeing around corners. Agile product development. Profiting from foresights.

What Does Your Customer Need?

4

Who Sets Customer Expectations?

5

What Forces Are We Facing?

6

Edelman Global Trust Barometer 2017: https://www.slideshare.net/EdelmanInsights/2017-edelman-trust-barometer-global-results-71035413

More Forces:

Shutdowns

Mergers

New Alliances

De-Regulation

The Vision Layer

Purpose Focused Strategy

Goals

ScopeTouch PointsAligning goals to needs. Prioritizing to a schedule. Calibrating to scope.

Give’em What They Want And You’ll Get What You Need

7

Document The Journey. Quick Wins and Pain Points

8

Calibrate Scope- One Checkbook

9

Implement Design Thinking

The Success Layer

Purpose Focused Strategy

Strategy

TacticsDataThe Customer is the #1 asset. Humanized day-to-day tactics. Data drives all iterations.

Download The Strategy Organization Wide

10

Incentivize Human Behavior

11

Mo’-Data...Mo’ Problems

Measure What You Value Vs Valuing What You Measure

12

BOOK

SIGNING

The customer as the #1 asset

1The last

chance to put your customer in the center of your business

is now!

2The EMF gives you a common

picture.

3Digital

Transformation is the perfect

blend of human-centric

design and properly

integrated technology

4Customer

Experience is the

battleground.

Your whole company must buy in...Then you will win!

5

5 KEY TAKEAWAYS

Questions?

THANK YOU!