cx: survival of the fittest seminar - 19th november 2014 melbourne

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PRECEDENT @ AUSTRALIAN CENTRE FOR THE MOVING IMAGE 19 NOVEMBER // 2014 HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE. CX SURVIVAL OF THE FITTEST @precedentapac #precsem GEORGE EVANS, COMMERCIAL DIRECTOR (ASIAPAC) DAN BAKER, DIGITAL EXPERIENCE DIRECTOR (ASIAPAC)

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To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition. Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals. During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model: CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward. ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention. RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty. EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates. Using best practice examples as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation. This latest seminar series is being launched in conjunction with our forthcoming report, CX – Survival of the fittest: Using digital to transform the customer experience, which also includes a CX Fitness Test to let you see how well your organisation stacks up to the rest in adapting to meet audience needs.

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  • 1. CX SURVIVALOF THE FITTESTHOW DIGITAL CAN WIN BACKCOMPETITIVE ADVANTAGE.GEORGE EVANS, COMMERCIAL DIRECTOR (ASIAPAC)DAN BAKER, DIGITAL EXPERIENCE DIRECTOR (ASIAPAC)PRECEDENT @ AUSTRALIAN CENTRE FOR THE MOVING IMAGE19 NOVEMBER // 2014@precedentapac #precsem

2. WHY DOWE EXIST?@precedentapac #precsem 3. WHY DOWE EXIST? 4. WHY DOWE EXIST? 5. HIERARCHY OFHUMAN NEEDS: 6. HIERARCHY OFHUMAN NEEDS:TO THRIVE WE WANTSELF ESTEEM ANDSOCIAL ACCEPTANCETO SURVIVE WE WANTWEALTH, SECURITY ANDPHYSICAL WELLBEING 7. WHY DOYOU EXIST? 8. MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED. 9. EVERY ORGANISATIONSTARTS OUT BY MEETINGTHE NEEDS OF ITS AUDIENCES. 10. EVERY ORGANISATIONSTARTS OUT BY MEETINGTHE NEEDS OF ITS AUDIENCES.TIME GOES ON.NEEDS EVOLVE. 11. T H E P E R C E P T I O NOUR CUSTOMERSARE DISLOYAL. 12. T H E T R U T HOUR CUSTOMERSARE DISSATISFIED. 13. T H E T R U T H They cant buy easily.So they dont refer you. They cant find their way around.So they write bad reviews. They feel out of their depth.So they dont share photos. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 14. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around.So they write bad reviews. They feel out of their depth.So they dont share photos. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 15. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth.So they dont share photos. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 16. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth. So they dont share online. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 17. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth. So they dont share online. They think the quality is poor. So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 18. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth. So they dont share online. They think the quality is poor. So they dont respond to new offers. They dont feel valued or listened to. So they never come back. 19. T H E T R U T HOUR CUSTOMERSARE DISSATISFIED.OUR BUSINESS IS ATRISK. 20. HOW DO YOUADAPT TO YOURCUSTOMERSNEEDS? 21. CULTUREANALYSISRATIONALEMOTIONAL 22. CULTUREANALYSISRATIONALEMOTIONALHOW YOU VALUE YOUR AUDIENCES. 23. CULTUREANALYSISRATIONALEMOTIONALHOW YOU GATHER FEEDBACK AND REACT. 24. CULTUREANALYSISRATIONALEMOTIONALHOW YOUR CORE OFFER STACKS UPTO THE REST. 25. CULTUREANALYSISRATIONALEMOTIONALHOW YOU ELEVATE AND DELIGHTYOUR AUDIENCES. 26. HOW FIT ARE YOUTO SURVIVE CHANGE? 27. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 28. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 29. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 30. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 31. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 32. HOW TOCAREWITH DIGITAL 33. C AREIF YOURE ENDANGERED,START WITH:CULTUREHOW YOU VALUE AYOUR AUDIENCES. 34. C AREIF YOURE ENDANGERED,START WITH:CULTUREHOW YOU VALUE YOUR AUDIENCES. 35. W H Y D O Y O U E X I S T ? To provide our customerswith the most convenientaccess to media entertainment. 36. W H Y D O Y O U E X I S T ? To link individualswith art and history. 37. W H Y D O Y O U E X I S T ? To let people belong anywhere. 38. W H Y D O Y O U E X I S T ? To be the voice of British doctors. 39. CAREIF YOURE ENDANGERED,START WITH:CULTURE 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. 40. C AREIF YOURE EXPOSED,START WITH:ANALYSISHOW YOU GATHER FEEDBACK AND REACT. 41. C AREIF YOURE EXPOSED,START WITH:ANALYSISHOW YOU GATHER FEEDBACK AND REACT. 42. AU$ 28 BILLION 43. 7% SALES INCREASEWITH YOUNG ADULTS 44. C AREIF YOURE EXPOSED,START WITH:ANALYSIS 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 experiencesand monitor its effectiveness. 45. CAR EIF YOURE A CONTENDER,TACKLE THE:RATIONALHOW YOUR CORE OFFER STACKS UPTO THE COMPETITION. 46. CAR EIF YOURE A CONTENDER,TACKLE THE:RATIONALHOW YOUR CORE OFFER STACKS UPTO THE COMPETITION. 47. CAR EIF YOURE A CONTENDER,TACKLE THE:RATIONAL Products and services deliver to current core needs. End to end processes are efficient. Prices are fair and quality is high. Its easy to transact at every possible touchpoint. 48. C A R EIF YOURE A CHAMPION,HARNESS THE:EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOURAUDIENCES. 49. C A R EIF YOURE A CHAMPION,HARNESS THE:EMOTIONALHOW YOU ELEVATE AND DELIGHTYOUR AUDIENCES. 50. W H Y D O Y O U E X I S T ? To be the most magicalplace on earth. 51. C A R EIF YOURE A CHAMPION,HARNESS THE:EMOTIONAL Interactions elevate the customer socially. Customers personally identify with the brandand go out of their way to recommend. Success in life is increased by continued interactions. Customers feel listened to, appreciated and valued. 52. BUT WHATDOES ITALL MEAN? 53. CULTUREANALYSISRATIONALEMOTIONAL 54. IVE LEARNT THAT PEOPLE WILLFORGET WHAT YOU SAID,PEOPLE WILL FORGET WHATYOU DID,BUT PEOPLE WILLNEVER FORGET HOWYOU MADE THEM FEEL.- MAYA ANGELOU 55. WHY DOYOU EXIST? 56. THANK YOU.