bhf digital transformation webinar 28th may 2015

HOW THE BHF IS USING CX & DIGITAL TOWIN THE FIGHT AGAINST HEART DISEASE.

BHF’S SURVIVAL OF THE FITTEST

LINDSAY HERBERT, GLOBAL HEAD OF DIGITAL at PRECEDENT

SITECORE WEBINARMAY 28 // 2015

@lindzeiy @precedentcomms #precsem


PRECEDENT.COM/CX

PRECEDENT.COM/CX

WHY DO WE EXIST?


HIERARCHY OF HUMAN NEEDS:



TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING


WHY DO YOU EXIST?


MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”@lindzeiy @precedentcomms #precsem


DIGITAL STRATEGY

WEBSITES, TABLET & MOBILE

DIGITAL TRANSFORMATION

PRECEDENT.COM/CX


26 YEARS

140 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.



TIME GOES ON.NEEDS EVOLVE.


OUR SUPPORTERS ARE DISLOYAL.

”

T H E P E R C E P T I O N


OUR SUPPORTERS ARE UNENGAGED.

”

T H E T R U T H


✱ They can’t donate easily.

So they don’t give more.

✱ They can’t find advice or support.

So they don’t fundraise.

✱ They hate all the direct mail.

So they don’t refer others.

✱ They can’t see where money goes.

So they warn others.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

✱ So they don’t fundraise.

✱ They hate all the direct mail.

✱ So they don’t refer others.

✱ They can’t see where money goes.

✱ So they cancel their direct debit.

✱ They don’t feel valued or listened to.

✱ So they never come back.

T H E T R U T H

OUR SUPPORTERS ARE DISSATISFIED.

OUR CHAIRTY IS AT RISK.

T H E T R U T H


HOW DID BHF ADAPT TO ITS SUPPORTERS’ NEEDS?


CULTUREANALYSISRATIONALEMOTIONAL



HOW YOU VALUE YOUR AUDIENCES.



HOW YOU GATHER FEEDBACK AND REACT.



HOW YOUR CORE OFFER STACKS UP TO THE REST.



HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.


HOW FIT ARE YOU TO SURVIVE CHANGE?


RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED


HOW TO


CAREWITH DIGITAL

IF YOU’RE ENDANGERED, START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E



CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E


“ To provide our customers with the most convenient access to media entertainment.”

W H Y D O Y O U E X I S T ?


$29.5M TO $71M

“ To win the fight againstheart disease.”



277% INCREASE IN ONLINE DONATIONS


CULTURE

C A R E

✱ Include CX in your strategic plan.

✱ Use metrics to inform management decisions.

✱ Invest in ways to solve CX issues.


ENDANGERED? NEXT STEPS TO FIX:

CULTURE

C A R E

1. Business case: Audit & competitor benchmark

2. Vision & Roadmap: Senior leader strategic session

3. UX & Design: Test variations, fix critical journeys


IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E


$1 BILLION IN 17 MINS

IF YOU’RE EXPOSED, START WITH:

ANALYSIS

C A R E

✱ Engage users to understand changing needs.

✱ Collate touch point data into a Single Customer View.

✱ Compare past behaviour to current, for trends.


EXPOSED? NEXT STEPS TO FIX:

ANALYSIS

C A R E

1. Data & insight strategy: Prioritisation and IT roadmap

2. Audience testing: Guerrilla, group & 1-on-1

3. Goal tracking & reviews: Metrics, tools & brainstorms


IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E


74% INCREASE INEVENT SIGN-UPS

40% INCREASE IN DONATIONS = £1M

25% INCREASE IN HEART MATTERS SIGN-UPS

IF YOU’RE A CONTENDER, TACKLE THE:

RATIONAL

C A R E

✱ Products and services deliver to current core needs.

✱ End to end processes are efficient.

✱ It’s easy to transact at every possible touchpoint.


CONTENDER? NEXT STEPS TO FIX:

RATIONAL

C A R E

1. Build a new website: Transactional not informational

2. New mobile offering: Solve real-world problems

3. Innovate the offering: Brand new digital services


IF YOU’RE A CHAMPION, HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR AUDIENCES.

C A R E


IF YOU’RE A CHAMPION, HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

C A R E


“ To be the most magical place on earth.”



IF YOU’RE A CHAMPION,HARNESS THE:

EMOTIONAL

C A R E

✱ Interactions elevate the customer socially.

✱ Success in life is increased by continued interactions.

✱ Customers feel listened to, appreciated and valued.


CHAMPION? NEXT STEPS TO BOOST:

EMOTIONAL1. Content strategy: User focused & goal driven

2. Campaigns & features: Digital-only & multichannel

3. New tech integration: Beacons, wearables, etc.


C A R E

BUT WHAT DOES IT ALL MEAN?


HOW TO


CAREWITH DIGITAL

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED



TIME GOES ON.NEEDS EVOLVE.



TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING


WHY DO YOU EXIST?


MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”@lindzeiy @precedentcomms #precsem


PRECEDENT.COM/CX

PRECEDENT.COM/CX


DIGITAL STRATEGY

WEBSITES, TABLET & MOBILE

DIGITAL TRANSFORMATION

PRECEDENT.COM/CX


26 YEARS

140 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

QUESTIONS & THANK YOU.


bhf digital transformation webinar 28th may 2015

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precsem precedent

precsem carewith digital

t h e t r u t h

t h e p e r c e p t

supporters needs

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hierarchy of human needs