creating exceptional experiences in a multi-devices world

Creating exceptional experiences

in a multi-devices world

Neil Shewan, Managing Director, Reading Room Melbourne

We are Reading Room.

An international digital

consultancy helping our

clients, big and small, ride

the wave of digital change

and be the best they can be.

Architects of digital change 2

Hello

January 2015

We are curious, driven,

straight talking, agile

and creative.

Architects of digital change 3

Hello

January 2015

Global experience

Our experience

About me

• Writer, blogger, strategist,

run the Melbourne office

• Past experience client side

and consultancy side - in

B2B and B2C marketing, 10

years consultancy-side

• Wide range of sector

experience advising small

and large organisations

18/5/2015 Architects of digital change 5

Creating exceptional experiences

in a multi-devices world

Neil Shewan, Managing Director, Reading Room Melbourne

The menu

• Quick bit about Reading Room and me

• The challenge

• Utopia

• Rethink the approach


The menu

• The challenges

• Utopia

• Rethink the approach


Four worlds collide


Four worlds collide

Four worlds collide


Multi-device

world

Change

Organisational

anchors

Exceptional

experiences

1. The multi-device world


Multi-device

world

How we use our devices is changing


How we use our devices is changing

Context drives device choice

Source: The New Multi-screen World Study, Google 2014

Sequential screening mostly within a day


Smartphones #1 starting place


2. The world of change


Change

Your competition changing

Change

Consumers’ expectations changing

Change

Prof Noriaki Kano

Kano model axes

Kano model overview

Digital technology changing

Change

Types of content

3. The world of experiences


Exceptional

experiences

The experience


“A brand [customer] experience

is a living entity – and it is

enriched or undermined

cumulatively over time, the

product of a thousand small

gestures”

Michael Eisner, Past CEO Disney

Experiences are about people

Experiences

Experiences are about emotions

Experiences

Experiences are shared

Experiences

Social media = biggest soap box ever

Experiences

Nokia = great design style

Innocent juice = humour

Mint 404 page = quirk

Digital is just part of the experience


DIGITAL

THE EXPERIENCE

4. A world of pain


Organisational

anchors

The world of pain


Organisational

anchors

Organisational Anchors

Product or service centric


Source: Forbes

Exceptional experiences are a

collaborative effort

Your organisation’s project process


Your organisation’s digital maturity


Four worlds collide


Four worlds collide


A utopia (/juːˈtoʊpiə/ yoo-toh-pee-ə) is a

community or society possessing highly

desirable or near perfect qualities. The

word was coined by Sir Thomas More in

Greek for his 1516 book Utopia (in Latin),

describing a fictional island society in the

Atlantic Ocean.

What does “digital experience” utopia look like

1. We have happy customers when they do things that align with our

organisational objectives.

2. We focus on the things that will make our customers most happy

first, and remove their pain-points.

3. We can respond quickly to opportunities and threats that technology

provides

4. We can pivot our strategy when things don’t work out – or we learn

something new

5. De-risk the impact of change


Four worlds collide


Four concepts


3.

Adaptability

4.

Then, build

the platform,

channels,

devices

1.

Clear business

objectives

2.

Design for

People not

devices

Concept 1


3.

Adaptability

4.

Then, build

the platform,

channels,

devices

1.

Clear business

objectives

2.

Design for

People not

devices

Focus on the intersection of clients needs and

corporate objectives


CORE

FOCUS

COMPANY

OBJECTIVES

CUSTOMER

NEEDS

Measure, track, improve

Base KPIs on organisational objectives and choose metrics to fit

Define conversions, track across all channels

Close the feedback loop, base decisions on metrics

Objectives

Leadership

Customer experience must be championed from the top

Consider a Head of Customer Experience role

Give that person wide-ranging authority to make changes

• to products

• to services

• to channel partnerships

• to owned, earned and paid media

• to internal processes and roles

Objectives

Concept 2


3.

Adaptability

4.

Then, build

the platform,

channels,

devices

1.

Clear business

objectives

2.

Design for

People not

devices

Human design thinking


Emotional journey – what are the pain-points

Design for people

About creating new value


Map our user stories to give us a backlog of

experiences to create


Concept 3


3.

Adaptability

4.

Then, build

the platform,

channels,

devices

1.

Clear business

objectives

2.

Design for

People not

devices

Agile, iterative discovery

Adaptability

Concept 4


3.

Adaptability

4.

Then, build

the platform,

channels,

devices

1.

Clear business

objectives

2.

Design for

People not

devices

Controlling the experience becomes key


CRMCMS

EVENT

MANAGEMENT

eDM

SOCIAL

OFF-LINE

ENVIRONMENT

Controlling the experience becomes key


CRMCMS

MARKETING

AUTOMATION

E-COMMERCE

eDM

SOCIAL

IN THE FIELD

Marketing automation


STRANGERS(awareness)

New clients

VISITORS(consideration)

LEADS(Buying)

ADVOCATES(Advocate)

PROMOTERS(Enthuse)

CLIENTS(Impress)

Track the

anonymous

Identify the

Anonymous

Push content

to the identified

Qualify leads

Track

responsiveness

Recycle

lost/dropped

Push relevant

Content

Collect

feedback

Up-sell

Push relevant

Content

Collect

feedback

Up-sell

Push relevant

Content

Collect

feedback

Start up-sell

Growing clients

Thank you

Neil Shewan

@neilshewan

[email protected]

+61 413 836 870