thomas mueller, plain2011 presentation
DESCRIPTION
Global Director of Customer Experience, Thomas Mueller's presentation on "The Cost of Complexity" from the PLAIN2011 event in Sweden.TRANSCRIPT
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The Cost of Complexity
Thomas Müller, Global Director Customer Experience, Siegel+Gale 1
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Siegel+Gale is a global strategic branding firm.
About Siegel+Gale
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Our promise
We build world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences.
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42 years 200+ people An Omnicom company 8 offices
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Pioneers for simplified customer experiences
EmblemHealth Cox United Airlines Mileage Plus
Quest IRS
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+ An online survey among 6,152 consumers in 7 countries:
+ US N=1,027
UK N=1,000
+ Germany N=1,000
Mainland China N=999
India N=1,011
Dubai N=532
Saudi Arabia N=583
+ The sample was recruited to be representative of national demographic distributions in each country
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Global Brand Simplicity Index
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Respondents were asked about: + How simple or complex they feel their life is
– How this has changed compared to 10 years ago
+ What are the benefits for them of a simpler life
+ Which industries contribute most/least to making their life simpler/more complex, including questions on:
– Pain of interactions – Ease of understanding of communications – Transparency/honesty – Care about their customers – Innovation/freshness – Usefulness
+ Which brands have the simplest or most complex communications and interactions in relation to their industry peers
– Over 100 brands per country were rated – Brands were selected to be a representative set of brands that in-country
respondents would be most likely to use or have experience of their services and/or communications
Questions we asked
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Simplicity is an important quality of life issue for people around the world
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Some of the brands in the lowest ranking industries have a lot to learn about simplicity
Lowest ranked global and regional industries
Note: The maximum score is 1,000. A score of 750 or better is excellent, from 749 to 601 is average and 600 or less is below average.
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Industry Global Brand Simplicity Score U.S. Brand Simplicity Score
Utilities 580 510
Banking 550 560
Credit card 430 260
Insurance 425 355
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Many of the simplest global brands hail from the fast food and retail industries
11 Note: McDonald’s outranked Nokia with a raw score of 853.7 versus 853.5. KFC outranked Burger King with a score of 826.3 versus 825.7.
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Seven of the top ten U.S. brands are food-centric—either fast food or retail
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United States Brand Simplicity Index
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Brands that fail to provide simpler communications and experience leave profits on the table
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More retail, dining/entertainment and media brands dominate the German landscape
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Germany Brand Simplicity Index
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Between 5% and 15% of German consumers are willing to pay more for simpler experiences and interactions.
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Simplicity pays
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Implications for brands
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What are the leading brands doing right in terms of simplicity?
+ Communicating directly, clearly and without jargon
+ Saving time with increased convenience and accessibility
+ Reducing stress by providing savings/value
+ Clarity and simplicity of interactions
+ Enabling consumers to get more from life: deeper relationships, easygoing lifestyles
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What are the low rated brands doing wrong?
+ Communicating in ways that are hard to understand and/or perceived as deceitful
+ Being perceived to intentionally overcharge
+ Being seen as niche or for too select an audience/poorly accessible
+ Being found difficult to interact with, having poor customer service experiences and/or hard-to-use interfaces
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The 8 ingredients for Simplicity
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1. Understand audience needs
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2. Understand business needs
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Business decisions Legal/compliance Processing and delivery capabilities
+ Production capabilities and constraints
+ Integration of print and online channels
+ Data availability
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3. Plan for alternative delivery channels Doctor’s report
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Patient report: iPhone
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4. Get the structure right – find your modules
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Combine your modules into recipes
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One multi-purpose template covers 70% of taxpayer circumstances
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5. Write in plain language
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6. Leverage the power of information design
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Paying over time costs you more than paying in full. A $62 dinner could cost you:
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After
Before
7. Test with consumers and refine
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8. Plan for customer experience governance
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Thank You!
+ Contact info: • Email: [email protected] • Twitter: tmuellernyc • Full report: http://www.siegelgale.com/gbsi
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