creating a next generation customer experience...

CHARLENE LI Get slides & more at charleneli.com/snic2020

Charlene LiNew York Times bestselling author

Senior Fellow at Altimeter, a Prophet company

CREATING A NEXT

GENERATION CUSTOMER

EXPERIENCE STRATEGY

Photo by Tobias Keller on Unsplash

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DIGITAL CHANGES EVERYTHING

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BUT IT’S NOT ABOUT THE TECHNOLOGY

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4

IT’S ABOUT RELATIONSHIPS

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LeadershipStrategy Culture

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STRATEGY Focus on Future Customers

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ARE YOU WORKING ON CUSTOMER EXPERIENCE?

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If you’re not focused on the customer experience, you are working on thewrong thing.

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TRADITIONAL

CUSTOMER

EXPERIENCE

NEXT GENERATION

CUSTOMER

EXPERIENCE

Personas & segments

Linear

Optimization focus

Functional

Episodically designed

Static

Survey & heuristic based

Personalized & intimate

Unpredictable

Strategic focus

Emotional

Continuously designed

Dynamic, real-time

Data-based

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STARBUCKS TOOK TWO YEARS

TO SCALE MOBILE ORDERING

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New Menu Development at

Highline Public Schools (TX)

“Don’t make assumptions about any particular culture. This is why it has been important for this to be student-led and student-tested. It’s been more of a partnershipand we’ve learned a great deal from them.”

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SKATE TO WHERE

THE PUCK WILL BE

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ADOBE COMMITTED TO

DISRUPTING ITSELF

MALA SHARMA

VP & GM OF

ADOBE CREATIVE CLOUD

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ADOBE KNEW REVENUES AND INCOME WOULD FALL FOR 24 MONTHS DURING THE TRANSFORMATION

-

0.50

1.00

1.50

2.00

Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1' 13 Q2 '13 Q3 '13

Inde

x

REVENUES

STOCK PRICE

NET INCOME

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FIVE WAYS TO FOCUS ON

FUTURE CUSTOMERS

Place customers in your dashboards

Spark curiosity about customers with

empathy maps

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EXAMPLE EMPATHY MAP

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FIVE WAYS TO FOCUS ON

FUTURE CUSTOMERS

Place customers in your dashboards

Spark curiosity about customers with

empathy maps

Create a Customer Advisory Board

(CAB)

Define your future customer with

research, not hearsay

Connect your customer-obsessed people

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19

IT’S ABOUT RELATIONSHIPS

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LEADERSHIP Creating a Movement

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TURNING THE

BATTLESHIP

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MOVEMENTS DRIVE

EXPONENTIAL CHANGE

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“It’s only a movement if it moves without you.”- Jeremy Heimans & Henry Timms, New Power

IN 2012, #4 PLAYER AND STUCK

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CEO JOHN LEGERE HAD

TO TRANSFORM TOO

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USE MANIFESTOS TO SET

GUIDING PRINCIPLES

We’re not like other wireless companies.

Why would we be? They’re in the phone

company business. We’re in the changing

the phone company business.

We are unapologetically the un-carrier.

Un-willing to play the rules they so fiercely

protect. Un-satisfied with the status quo.

Unafraid to innovate.

We are T-Mobile. The Un-carrier.

And we will be un-relenting.

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WHAT IS YOUR DISRUPTION QUOTIENT?

STATUS QUO

9 1087654321

DISRUPTIVEDISRUPTIVE

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CULTURE Thriving with Flux

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Stuck Culture Thinking

Says, “This is the way we’ve

always done it.”

Knowledge is power, so hoard

information to make everyone

come to you

People are confident that what

works today will in the future

Tests are used to be proven right

Flux Culture Thinking

Says, “There’s got to be a

better way.”

Sharing is power; spread

information to empower people

to act

People are paranoid that what

works today won’t in the future

Tests are used to be proven

wrong – and improve

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BELIEFS

BEHAVIORS

REINFORCE FOCUS ON

FUTURE CUSTOMERS

CULTURE

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WHAT BELIEFS

HOLDS US BACK?

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WHAT NEW BELIEFS

MUST WE ADOPT?

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ING BANK’S

ORANGE CODE

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DEFINE GOOD

PROCESSES

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OXO’S GLOVE WALL

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STORIES INSPIRE

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Your Comfort

Zone

Where the magic happens

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STAY IN TOUCH!

Charlene Li

@charleneli

charlene@charleneli.com