cx: survival of the fittest seminar 24th february, london

PRECEDENT LONDONFEBRUARY 2016

HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.

CX SURVIVAL OF THE FITTESTCORY HUGHES, DIGITAL EXPERIENCE DIRECTOR TIM O’DONNELL, OPERATIONS DIRECTOR

WHAT IS CX vs UX?

WHY DO WE EXIST?

WHY DO WE EXIST?

WHY DO WE EXIST?

HIERARCHY OF HUMAN NEEDS:

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.”

DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION

PRECEDENT.COM/CX

26 YEARS140 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS

PRECEDENT.COM/CX

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

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES. TIME GOES ON.NEEDS EVOLVE.

OUR CUSTOMERS ARE DISLOYAL.”T H E P E R C E P T I O N

OUR CUSTOMERS ARE DISSATISFIED.”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 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

HOW DO YOU ADAPT TO YOUR CUSTOMERS’ NEEDS?

CULTUREANALYSISRATIONALEMOTIONAL

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU VALUE YOUR AUDIENCES.

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU GATHER FEEDBACK AND REACT.

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOUR CORE OFFER STACKS UP TO THE REST.

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

HOW FIT ARE YOU TO SURVIVE CHANGE?

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

HOW TO CAREWITH DIGITALPART ONE

IF YOU’RE ENDANGERED, START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E

IF YOU’RE ENDANGERED, START WITH:

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 let people belong anywhere.”

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

$25.5 BILLION

“We look after doctors so they canlook after you.”

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

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.

ENDANGERED? NEXT STEPS TO FIX:CULTURE

C A R E

1. Business case: Audit & competitor benchmark 2. Vision & Roadmap: Senior leader strategic session3. UX & Design: Test variations, fix critical journeys4. Prototype new features: Build, deploy, test, enhance

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU GATHER FEEDBACK AND REACT.

IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

$1 BILLION IN 17 MINS

€3,5K SET-UP = €80K SALES PER WEEK

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.

EXPOSED? NEXT STEPS TO FIX:ANALYSIS

C A R E

1. Data & insight strategy: Prioritisation and IT roadmap2. Audience testing: Guerrilla, group & 1-on-1 3. Goal tracking & reviews: Metrics, tools & brainstorms4. Social tests: Uncover opps & trial new features

HOW TO CAREWITH DIGITALPART TWO

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOUR CORE OFFER STACKS UP TO THE REST.

IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E

IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E

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.

CONTENDER? NEXT STEPS TO FIX:RATIONAL

C A R E

1. Build a new website: Transactional not informational2. New mobile offering: Solve real-world problems3. New social offering: Functionality or service4. Innovate the offering: Brand new digital services

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

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.”

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

84

“ We’re our customers’ guide to the digital world. We help them make the most of technology and show them how it can improve their lives.”

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

SEE WHAT YOU CAN DO

NOT LOYAL. FANATICAL.

NOT CUSTOMERS. FANS.

“ To win the fight againstheart disease.”

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

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.

CHAMPION? NEXT STEPS TO BOOST:EMOTIONAL

1. Content strategy: User focused & goal driven2. Campaigns & features: Digital-only & multichannel3. New tech integration: Beacons, wearables, etc.4. Communities & loyalty: Programmes for ambassadors

C A R E

BUT WHAT DOES IT ALL MEAN?

HOW TO CAREWITH DIGITAL

CULTUREANALYSISRATIONALEMOTIONAL

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES. TIME GOES ON.NEEDS EVOLVE.

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

PRECEDENT.COM/CX

PRECEDENT.COM/CX

@precedentcomms #precsem

DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION

PRECEDENT.COM/CX

26 YEARS140 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS

PRECEDENT.COM/CX

QUESTIONS & THANK YOU.