cx: survival of the fittest seminar - 22nd july, edin
TRANSCRIPT
PRECEDENT EDINBURGHJULY 2015
HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.
CX SURVIVAL OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT GLOBAL HEAD OF DIGITAL
WHAT IS CX vs UX?
@lindzeiy @precedentcomms #precsem
WHY DO WE EXIST?
@lindzeiy @precedentcomms #precsem
WHY DO WE EXIST?
WHY DO WE EXIST?
HIERARCHY OF HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem
HIERARCHY OF HUMAN NEEDS:
TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE
TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
WHY DO YOU EXIST?
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
”@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGY
WEBSITES, TABLET & MOBILE
DIGITAL TRANSFORMATION
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
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.
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
OUR CUSTOMERS ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem
OUR CUSTOMERS ARE DISSATISFIED.
”
T H E T R U T H
@lindzeiy @precedentcomms #precsem
✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.
T H E T R U T H
OUR CUSTOMERS ARE DISSATISFIED.
OUR BUSINESS IS AT RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem
HOW DO YOU ADAPT TO YOUR CUSTOMERS’ NEEDS?
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOUR CORE OFFER STACKS UP TO THE REST.
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
HOW FIT ARE YOU TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem
RATING YOUR CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
RATING YOUR CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
IF YOU’RE ENDANGERED, START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE ENDANGERED, START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
“ 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 ?
@lindzeiy @precedentcomms #precsem
$29.5M TO $71M
“ To link individuals with art and history.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
“ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
$25.5 BILLION
“ To create value for our users.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
“We look after doctors so they canlook after you.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
IF YOU’RE ENDANGERED, START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem
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
4. Prototype new features: Build, deploy, test, enhance
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED, START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED, START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
$1 BILLION IN 17 MINS
€3,5K SET-UP = €80K SALES PER WEEK
BLACKROCK
7% SALES INCREASEWITH YOUNG ADULTS
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.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem
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
4. Social tests: Uncover opps & trial new features
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
500% SALESINCREASE IN CHINA
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.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem
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. New social offering: Functionality or service
4. Innovate the offering: Brand new digital services
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION, HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION, HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
“ To be the most magical place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
277% INCREASE IN ONLINE DONATIONS
40% INCREASE IN F&E DONATIONS = £1M
74% INCREASE IN EVENT REGISTRATIONS
25% INCREASE IN HEART MATTERS SIGN-UPS
IF YOU’RE A CHAMPION,HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem
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.
4. Communities & loyalty: Programmes for ambassadors
@lindzeiy @precedentcomms #precsem
C A R E
BUT WHAT DOES IT ALL MEAN?
@lindzeiy @precedentcomms #precsem
HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
CULTUREANALYSISRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
RATING YOUR CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
HIERARCHY OF HUMAN NEEDS:
TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE
TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
WHY DO YOU EXIST?
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
”@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
DIGITAL STRATEGY
WEBSITES, TABLET & MOBILE
DIGITAL TRANSFORMATION
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN DESIGN, TECH, STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX
QUESTIONS & THANK YOU.
@lindzeiy @precedentcomms #precsem