customer experience - how brands can work with cx in an ever-evolving digital landscape

FEELING IS BELIEVINGDIGITASLBI BREAKFAST CLUB

HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCEIN AN EVER-EVOLVING DIGITAL LANDSCAPE

People will forget what you saidPeople will forget what you didBut people will never forget how you made them feel

Maya Angelou

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

OUR MISSIONWE CREATE WORLD CLASS CUSTOMER

EXPERIENCES

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

OUR FORMULAWE FUSE DATA, CREATIVITY AND TECHNOLOGY

DATA IS THE FOUNDATION CREATIVITY IS HEART

TECHNOLOGY IS THE ENABLER

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

SERVICE OFFERINGS

INSIGHT & STRATEGY

THE INDIVIDUALChannelMarket

Competition

BRAND EXPERIENCE

THE BRANDService design

Campaigns

ACTIVATION

OWNED · EARNED · PAIDEngagementConversationAwareness

PLATFORMS & COMMERCE

CXME-commerce

WCMPlatform Optimizaion

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WHO WE WORK FOR

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WE CREATE AWARDWINNING WORK

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 8

USA2850

NORDICS250

UK900

EUROPE1000

APAC1100

6000+ PEOPLE40 OFFICES25 COUNTRIES

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

SARA EGGERT• Skåning living in Göteborg

• Three years at DigitasLBi

• 10+ years working with creating user experiences for both physical products and digital services

• Is Geek Girl by heart

Senior User Experience Architect@eggerts

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

ISABELLA SALOMONSSON• Värmläning in exile

• Two years at DigitasLBi

• 10+ years working with content and communication

• Is just a geek

Lead Content Strategist@salomonssons

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

OK, LET’S GET STARTED

WHY DO I NEED TO CARE?

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

THE DIGITAL EVOLUTION

Electricity Light bulb Phone Internet Social WebInternet of Things

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

HOW WE’VE USED DIGITAL

Social Web Integrated platformsMarketing Loyalty programsProduct catalouge

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

IT IS NO LONGER A BUZZWORD

More than 70 % considerCustomer Experience to be a highly strategic issue to be

address at top management level

Customer Experience in the digital age, Harvard Business Review, 2015

People will forget what you saidPeople will forget what you didBut people will never forget how you made them feel

Maya Angelou

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WHAT DO WE FEEL?

Plutchik’s wheel of emotions

POSITIVE EMOTIONSTrustInterestCuriosityWonderDelightFulfilledHappyPleased

NEGATIVE EMOTIONSDistrustAngerAnnoyanceUndervaluedInvisiblePowerlessMisunderstoodBetrayed

90% OF CONSUMERS TRUST PEER RECOMMENDATIONS.

ONLY 33% TRUST ADS.

Nielsen / SimplyMeasured

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

A happy customer will tell about 4-6 peopleabout their experience

THE PAY-OFF

Nielsen / SimplyMeasured

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

An unhappy customer will tell about 9-15 peopleabout their experience

THE DOWNSIDE

Nielsen / SimplyMeasured

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

THE BOTTOM LINEIt is all my interactions with a brandboiled down into one elusive feeling

DID YOU DO GOOD?or

DID YOU DO BAD?

SO, WHAT’S THE DEAL?

CUSTOMER EXPERIENCE IS THE FEELING

YOU REMEMBER

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

YOU ARE ONE BRAND

INTERACTIONBRAND

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

HOW YOU SEE YOU

Product R&D

Online

Marketing

PR

Sales

HR

MANAGEMENT

BRAND*

WHAT KIND OF EXPERIENCE DO YOU THINK THAT WILL GIVE ME?

I GET IT!WHY DOSEN’T EVERYONE

DO THIS?

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

THE TOP THREE BARRIERS OFCX IMPROVEMENTS

Customer Experience in the digital age, 2015, Harvard Business Review

1. ORGANIZATIONAL SILOS2. CULTURAL RESISTANCE3. INFLEXIBLE, OUTDATED TECH

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

ORGANIZATIONAL SILOS

Customer Experience in the digital age, Harvard Business Review, 2015

Organiza...

5037

Best in classUnderachievers

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

CULTURAL RESISTANCE

Cultural...

44

38

Best in classUnderachievers

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

INFLEXIBLE, OUTDATED TECH

Inflexib...

34

32

Best in classUnderachievers

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

CUSTOMER EXPERIENCE STRATEGY

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WORK FOR CHANGEVISION CULTURE ORG. TECH ACTIONS

CULTURE ORG. TECH ACTIONS

VISION ORG. TECH ACTIONS

VISION CULTURE TECH ACTIONS

VISION CULTURE ORG. ACTIONS

VISION CULTURE ORG. TECH

= CHANGE

= RESISTANCE

= CONFUSION

= FRUSTRATION

= FALSE STARTS

= NOTHING

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WHERE IS YOUR COMPANY?

Integrated processSilos

Shared strategy and communication

Fractured strategies and communication

IT’S A JOURNEY

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

THE TRANSFORMATION BEGINS

TRANSITION

DIFFERENTIATION

DISTINCTION

TIME & INVESTMENT

CX IM

PLEM

ENTA

TION

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

TRANSITION:SORT OUT BASICS

• Do we have a joint approach on how to engage customers in the different stages of the customer decision journey?

• Is our communication constructed to cater for different types of customer behaviours?

• Is our communication consistent across all customer touch points?

• Do we live up to expectations?

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

DIFFERENTIATION:TAKING THE NEXT STEP

• What is our primary processes towards and around our customer?

• When are we most likely to fail our customers?

• Are we doing it right today?

• How can we create change?

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

DISTINCTION: TAKING THE NEXT STEP

• Data leads to insights which leads to optimization opportunities

• Get creative with solutions

• Explore the unknown

• Never settle

HOW TO MEASUREA NEW TYPE OF DATA

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

EMOTION DATA

Positive• Familiar situation• Relaxed chore• Cheerful mood• History of good experiences with a vendor• Shopping for fun

Negative• Startling occurrence• Urgent problem• Depressed or angry mood• History of bad experiences with a vendor• Making a critical purchase

Experience

Positiveemotion

Negativeemotion

Context

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WHEEL OF EMOTIONS

Plutchik’s wheel of emotions

POSITIVE EMOTIONSTrustInterestCuriosityWonderDelightFulfilledHappyPleased

NEGATIVE EMOTIONSDistrustAngerAnnoyanceUndervaluedInvisiblePowerlessMisunderstoodBetrayed

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

POKER FACE?

Selfreported feelingsObserve behaviourFacial recognition of emotionsPhysiological arousal

TAKING THE FIRST STEP

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

UNDERSTANDING YOUR AUDIENCE,MEANS YOU’RE ALWAYS RELEVANT

- How do they move and act?- What patterns can we identify?- Where do they experience hurdels?- What are their needs?- What makes them tick?

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WHERE DO WE START?

Attitudes Needs Behaviour

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

WHERE DO WE START?

Attitudes Needs Behaviour

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

Ecosystem=

THE FORMULA

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS

CUSTOMER BEHAVIOUR

IDENTIFYNEED STATES & CUSTOMER BEHAVIOUR

YOUR JOURNEYSTARTSHERE

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS

INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

IDENTIFYING YOUR CHANNELS

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS

INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

CONTENT

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS

INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

ENGAGEMENT MAPPING

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE

CTA

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS

INST0RE

BRANDED APPS

SUPPORTING SERVICES

DIRECT MARKETING

SEO

BLOGS

PRINT/TV

PR

A EVERGREEN ECO SYSTEM

TYPE OF CONTENT

SOCIAL MEDIA

WEBSITE

CTA

Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

Ecosystem=

THE FORMULA

CUSTOMER EXPERIENCE IS THE EVER EVOLVING

END STATE

MOST IMPORTANTLY – YOU CANNOT DO IT ONCE

THANK YOU

STAY IN TOUCHSARA EGGERTSENIOR USER EXPERIENCE ARCHITECT@EGGERTSSARA.EGGERT@DIGITASLBI.COM

ISABELLA SALOMONSSONLEAD CONTENT STRATEGIST@SALOMONSSONSISABELLA.SALOMONSSON@DIGITASLBI.COM