PRECEDENT @ AUSTRALIAN MUSEUM
25 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)
WHY DO
WE EXIST?
@precedentapac #precsem
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.
”
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?
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU VALUE YOUR AUDIENCES.
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOUR CORE OFFER STACKS UP
TO THE REST.
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW 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:
CONTENDER CHAMPIONEXPOSEDENDANGERED
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDEREXPOSED CHAMPION
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
HOW TO
CAREWITH DIGITAL
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 ?
“ To link individuals with art and history.”
W H Y D O Y O U E X I S T ?
“ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
“ To be the voice of British doctors.”
W H Y D O Y O U E X I S T ?
= $$$
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
US$ 1 BILLION
IN 17 MINUTES
9K DOWNLOADS
= $$$
21%
CONVERSION
7% SALES INCREASE
WITH YOUNG ADULTS
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touchpoint data into a Single Customer View.
✱ Compare past behaviour to current to identify trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
IF YOU’RE HALFWAY
THROUGH A SEMINAR
THEN STOP FOR A
COFFEE …
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.
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 ?
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.
BUT WHAT
DOES IT
ALL MEAN?
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
I’VE LEARNT THAT PEOPLE WILL
FORGET WHAT YOU SAID,
PEOPLE WILL FORGET WHAT
YOU DID,
BUT PEOPLE WILL
NEVER FORGET HOW
YOU MADE THEM FEEL.
- MAYA ANGELOU
”
WHY DO
YOU EXIST?
THANK YOU.
