meet our speakers€¦ · meet our speakers team rawnet • gyles ... • how to understand your...
TRANSCRIPT
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Meet our speakers
Team Rawnet
• Gyles Marshall
• Samantha Love
• Nick Phipps
• Sam Evans
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@rawnet
rawnet.com
Customer-Centricity is the Key to Differentiation.
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@rawnet
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Customer-Centric UX
Customer centricity relies on positive experiences. Our methodology for Customer Centric Design helps our clients to rethink success and look after their number one asset.
Service Design
We use the service design discipline to optimise how customers, employees and businesses interact with our clients so that each can achieve their desired outcomes.
Growth & Commercial Strategy
We untangle digital channels to help you define a clear path to conversion. We'll guide you through the commercial battleground with a tailored roadmap to success.
Technical & ProductDevelopment
Strategy and technical delivery under one roof is rare. We think it's a necessity. Our team of developers are engaged in the process to ensure all apps and products are perfectly executed.
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• Understanding the recruitment marketing landscape.
• How to understand your customers beyond channel engagement.
• How to realign to reflect your customer insights.
Today’s Workshop.
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“Customer-centricity is the qualitative aspect of any interaction that an individual has with a business, it’s products or service, at any point in time.”The Ten Principles Behind Great Customer Experiences - Matt Watkinson
What Do We Mean by Customer-Centricty?
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Everything broke. Japanese companies created differentiation by having zero defects. Consumer expectations changed.
Birth of Customisation. Dell’s ‘Just In Time’ manufacturing, create differentiation by having personalised products. Consumer expectations changed.
Global shipping and logistics improved. Differentiation was giving access to low cost goods to every corner of the world. Consumer expectations changed.
Internet available on mobile, create differentiation by being available 24 / 7 / 365. Consumer expectations changed.
So what now?
Customer-Centricity.
1980s
2010s
2000s
1990s
A Brief History.
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1/6 - Recruitment Marketing Landscape
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• There are currently around 40,000 recruitment firms in the market today.
• Barriers of entry are lower for recruitment entrepreneurs.
• 84% of all recruitment agency company registrations in the UK took place in the last decade (2008-18).
• This makes it hard to find a point of difference - it’s a challenge for any recruitment firm.
Market Landscape.
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• Net promoter score isn’t the answer.
• You need to understand if there is any disparity between their expectation and experience.
• Get in their minds, map their entire journey and allow them to be part of the solution.
Becoming Customer-Centric.
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Customer Segments.
Exercise 1:User Personas2 minutes
1. Shout out the job titles of your key customer groups.
2. We’ll write them on the board for later.
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2/6 - Value Proposition Canvas
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DiscoverValue Proposistion Canvas
What are the products and services you can offer your customer so they can get their job done?
PRODUCTS & SERVICES
What can you offer your customer to help them achieve their gains?
GAIN CREATORS
How can you help your customer to relieve their pains? What problems
can you eradicate?
PAIN RELIEVERS
What is the job thecustomer wants to get
done in their work or life??
JOB-TO-BE-DONE
What would make your customerhappy? What would make their life
and the job-to-be-done easier?
GAINS
What is annoying or troublingyour customer? What is preventingthem from getting the job done?
PAINS
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DiscoverCustomer Segment
What is annoying or troublingyour customer? What is preventing them from getting the job done?
PAINS
SEGMENT NAME: HR/Talent Manager
What is the job thecustomer wants to get
done in their work or life?
JOB-TO-BE-DONEWhat would make your customer
happy? What would make their lifeand the job-to-be-done easier?
GAINS
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1. Break into groups.
2. As a group, pick a persona from the list.
3. Work through the Customer Segment Worksheet.
4. Feedback to the group.
Exercise 2:Customer Segments15 minutes
Customer Segments:
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DiscoverCustomer Segment
What is annoying or troublingyour customer? What is preventing them from getting the job done?
PAINS
SEGMENT NAME: HR/Talent Manager
What is the job thecustomer wants to get
done in their work or life?
JOB-TO-BE-DONEWhat would make your customer
happy? What would make their lifeand the job-to-be-done easier?
GAINS
Talent Manager of an SMB
Recruit talent that fits the role requirements and the culture of the business.
Unnecessary phone calls
Pressure
Paperwork
Lack of transparency
Time wasters
Communicating employer brand
Transparency of the full process
Less time spent chasing managers
Less time being chased by recruiters
Process management
Remembering all the candidates
A single view of all candidates
Manageable line of comms Fit the budget
Find the appropriate person quickly
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Takeaway.
You should complete this exercise for each of your customer segments.
If you’re unsure about any of their jobs, pains or gains, speak to them directly.
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3/6 - Customer Journey Mapping
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DiscoverCustomer Journey
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1. Back to your groups.
2. As a group, detail the journey your chosen customer person goes on, from job description to hiring. Think about their state of mind at each stage.
3. Feedback to the group.
Exercise 3:Customer Journey15 minutes
Customer Journey Mapping:
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Takeaway.
Involve people from all departments at all levels in these maps. It will help to spread the message that the customer comes first.
You should complete this exercise for each of your customer segments. Use tools like Google Analytics, Email, CRMs & Marketing Automation to work out how they interact with you digitally as part of this journey.
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4/6 - Blind Spots
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Blind Spots.
BLIND SPOT VISIBLE
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DiscoverCustomer Journey
Job description
Briefrecruiter
Receivecandidates
Share withrecruiting manager
Vet candidateonline
Waiting formanager feedback Recruiter
chasing for feedback
Chasing the manager internally
Recruiter chasing for feedback
Chasing the manager internally
BLIND SPOT
VISIBLE
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DiscoverCustomer Journey
Feedback to recruiter
Shortlist candidates
Interviewstage
Arrange interviews
Recruiter chasing
Chasing internally
Feedback frommanager
Share decision
Offer the role
Hire!
Manager feedback
BLIND SPOT
VISIBLE
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1. Back to your groups.
2. As a group, highlight the visible and blind interactions.
3. Add or highlight interactions in your customer's journey that you can’t see.
Exercise 4:Blind spots5 minutes
Blind Spot Mapping:
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Takeaway.
Ensure you explore the blind spots in your customer’s journey. Once you understand their pains and the customer journey blind spots you can begin to build a proposition, service or product that adds true value by alleviating pains and addressing the blind spots.
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5/6 - Ideate
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1. Back to your groups.
2. Rapid ideation of how you could improve your product or service with the new knowledge you have of your customer.
3. Sort and whittle your ideas down to the top 3.
4. Share with the group.
Exercise 5:Ideate10 minutes
Rapid Ideation:
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6/6 - Summary
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Identify your customer segments.
• A priori segmentation.
• Needs-based segmentation.
• Value-based segmentation.
Summary:
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Understand their daily challenges.
• Jobs-to-be-done.
• Pains.
• Gains.
Summary:
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Explore how they interact with you and your brand.
• Customer journey mapping.
• Blind spots.
• Combine with your customer segment research.
Summary:
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Iterate and improve your proposition, campaign, product or service.
• Brainstorm ideas.
• Refine and prototype.
• Test with real customers.
Summary:
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Thank You:
Rawnet LimitedBerkshire House39-51 HighStreet
AscotBerkshire
SL5 7HY
Incorporated: 1998
[email protected], [email protected] 266233
rawnet.com/rec
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