UNLEASH YOUR DIGITAL ENTERPRISE

Transforming your Customer Experience

• Research Time – Good or Bad CX?

• What’s the Problem?

• Digital Transformation – is it all hype?

• So what is Customer Experience?

Agenda

We want to keep things nice and simple so we’ll cover….

• CX Strategies in a Digital world

• Summary

• Questions

RESEARCH TIME – GOOD OR BAD

CX?

WHAT’S THE PROBLEM?

84%of companies globally agree, and believe digital transformation is important or critically important to their survival in next five years

3%have implemented an enterprise-wide digital transformation

Source: SAP Digital Transformation Executive Studyhttps://www.sap.com/dmc/exp/4-ways-leaders-set-themselves-apart/index.html

Many organisationsbelieve transforming to the digital sphere can be highly challenging and can take many years to achieve

Digital Transformation can be quite a confusing and intimidating mountain to climb.

DIGITAL TRANSFORMATION

- IS IT ALL HYPE?

Let’s Recap on the 4 pillars of Digital Transformation

Engage your

customers

Transform

your products

Transform your

operations

Empower your

employees

Customer Experience

Impact of Customer Experience Led Transformation

20% Uplift In

Customer Conversion

10% reduction

in cost to serve

20% Reduction In

Customer Churn

20% Growth in

Customer Satisfaction

20% Decrease In

Complaints

10% Boost In

Revenues From CLV

Another story…

SO WHAT IS CUSTOMER

EXPERIENCE?

CX is the customer’s perception of interactions with your brand

"70% of buying experiences are based

on how the customer feels they are

being treated.”McKinsey

Another story…

"It takes 12 positive customer

experiences to make up for one

negative experience.”Parature

We need to think about the holistic and connected experience

Your Customer

Pay For Products /

Services

Customer

Experience

User Experience

Your Product / Service

Use Products /

Services

Deliver ValueYour Company

Deliver Products

/ Services

Customer

Experience

User Experience

Employee

Experience

Your Partners/Suppliers

Buy Products /

Services

Deliver Products

/ Services

Partner

Experience

The Public

Public

Experience

May Become

What makes up a brilliant and memorable customer experience?

Valued

Relevant

Convenient

Empathetic

Attentiveness

Recognition

Personalisation

Consideration

Appreciation

DelightfulMeaningful

Useful

It’s not just about what it looks and feels like.

It’s not just about what it looks and feels like.

How we can make it valuable to the people that experience your product or service

We need to humanise technology

CX TRANSFORMATION

IN A DIGITAL WORLD

Developing a successful customer experience strategy is only achievable

when organisations realise the interconnectedness of people, processes

and technology.

CreateDefine and create a proof

of concept through a

rapid iterative design and

prototyping process.

How we transform digital customer experiences

IdeateRun ideas factory

sessions to generate and

define innovation. Assess

feasibility of each idea,

identify organisational

impacts, gaps and

changes required..

DiscoverResearch and investigate

drivers for change. Run

regular recurring sessions

with cross-functional

representatives from all

parts of the business.

EvolveLeverage data insights and

other trends to elevate and

evolve the digital customer

experience.

DeliverIteratively deliver an MVP;

measure, learn and refine

the experience. Implement

and scale the solution.

STEP 1 – DISCOVER

• Understand the context of the problem

• Who are the people involved in this service?

• Map the current experience

• Service positioning

Discover

What tools can we use?

Analyse

&

Understand

Live Customer

Testing

Customer

Behaviour

Customer

FeedbackUser Research

Personas

Customer Journey

Mapping

CX Maturity

Assessment

Conduct workshops

with stakeholders &

customers

STEP 2 – IDEATE

• Explore pain relievers

• Journey map the future experience

• Prioritize and assess the feasibility

Ideate

IdeateDigital Marketing Measurement Model

https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

STEP 3 – CREATE

• Draft & prototype the new experience

• Co-design / Design Studios

• Sketches

• Wireframes

• UI flows

• Visual Design

• Low / High Fidelity Prototype

• Rapid user testing

Create

Ideate

Ideate

STEP 4 – DELIVER

Ideate

Develop an

MVP

Ideate

Measure & Learn

Ideate

Refine & Scale

STEP 4 – EVOLVE

Experience Evolution Framework

EVOLVE

MEASURE

UNDERSTAND

IDEATE

YOUR DIGITAL

ECOSYSTEM

BENCHMARKING GROWTH

SUMMARY

Focus on going above and beyond good customer experience

Functional experiences

Solve problems and

deliver efficiency

Emotional experiences

Build trust, loyalty and

advocacy

Few companies rise above

core functionality to deliver

exceptional experiences.

Convenient Pleasurable Meaningful

Functional Reliable Usable

Build an intimate relationship with your audience through meaningful and memorable interactions

Weak relationship

Occasional visitor

Transactional

interaction

Explorer

Regular visitor

Consume site

content

Consumer

Subscriber, actively

engaged and part of

the online

community

Engaged

Member

Strong relationship

Brand loyalist, engaged

member that goes above

and beyond to promote

your service

Advocate

Vision Skills Incentives ResourcesAction Plan

Skills Incentives ResourcesAction Plan

Vision Skills Incentives ResourcesAction Plan

Vision Skills Incentives ResourcesAction Plan

Vision Skills Incentives ResourcesAction Plan

Vision Skills Incentives ResourcesAction Plan

Change

Confusion

Anxiety

Resistance

Frustration

False Starts

Digital Transformation can be challenging

Pitfalls can usually occur when you don’t have all the pieces to manage the change and transform your business model, processes and people

Depending on their industry, a 1% increase in CX

scores can mean $10M to $100M+ annually for

an individual brand

Expectations vs Experience - Accenture

“I’ve learned that people will forget what you

said, people will forget what you did, but

people will never forget how you made them

feel.”

“How do your customers feel

when they experience your

organisation?”Kevin Miller