precedent - cx: survival of the fittest seminar tuesday 10th februrary 2015

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PRECEDENT LONDON FEBRUARY 10 TH 2015 HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE. CX SURVIVAL OF THE FITTEST @lindzeiy @precedentcomms #precsem LINDSAY HERBERT GLOBAL HEAD OF DIGITAL

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Page 1: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

PRECEDENT LONDON

FEBRUARY 10TH

2015

HOW DIGITAL CAN WIN BACK

COMPETITIVE ADVANTAGE.

CX SURVIVAL

OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT

GLOBAL HEAD OF DIGITAL

Page 2: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

WHAT IS

CX vs UX?

@lindzeiy @precedentcomms #precsem

Page 3: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

WHY DO

WE EXIST?

@lindzeiy @precedentcomms #precsem

Page 4: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

WHY DO

WE EXIST?

Page 5: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

WHY DO

WE EXIST?

Page 6: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HIERARCHY OF

HUMAN NEEDS:

@lindzeiy @precedentcomms #precsem

Page 7: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING

@lindzeiy @precedentcomms #precsem

Page 8: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

WHY DO

YOU EXIST?

@lindzeiy @precedentcomms #precsem

Page 9: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

@lindzeiy @precedentcomms #precsem

Page 10: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

@lindzeiy @precedentcomms #precsem

Page 11: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

@lindzeiy @precedentcomms #precsem

DIGITAL

STRATEGY

WEBSITES,

TABLET & MOBILE

DIGITAL

TRANSFORMATION

PRECEDENT.COM/CX

Page 12: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

@lindzeiy @precedentcomms #precsem

26 YEARS

140 EXPERTS IN

DESIGN, TECH,

STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

Page 13: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

@lindzeiy @precedentcomms #precsem

Page 14: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.

NEEDS EVOLVE.

@lindzeiy @precedentcomms #precsem

Page 15: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

OUR CUSTOMERS

ARE DISLOYAL.

T H E P E R C E P T I O N

@lindzeiy @precedentcomms #precsem

Page 16: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

OUR CUSTOMERS

ARE DISSATISFIED.

T H E T R U T H

@lindzeiy @precedentcomms #precsem

Page 17: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

✱ 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

Page 18: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

✱ 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

Page 19: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

✱ 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

Page 20: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

✱ 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

Page 21: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

✱ 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

Page 22: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

✱ 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

Page 23: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

OUR CUSTOMERS

ARE DISSATISFIED.

OUR BUSINESS IS AT

RISK.

T H E T R U T H

@lindzeiy @precedentcomms #precsem

Page 24: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HOW DO YOU

ADAPT TO YOUR

CUSTOMERS’

NEEDS?

@lindzeiy @precedentcomms #precsem

Page 25: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

@lindzeiy @precedentcomms #precsem

Page 26: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU VALUE YOUR AUDIENCES.

@lindzeiy @precedentcomms #precsem

Page 27: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.

@lindzeiy @precedentcomms #precsem

Page 28: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOUR CORE OFFER STACKS UP

TO THE REST.

@lindzeiy @precedentcomms #precsem

Page 29: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

@lindzeiy @precedentcomms #precsem

Page 30: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HOW FIT ARE YOU

TO SURVIVE CHANGE?

@lindzeiy @precedentcomms #precsem

Page 31: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

Page 32: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

Page 33: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HOW TO

@lindzeiy @precedentcomms #precsem

CAREWITH DIGITAL

Page 34: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

Page 35: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

Page 36: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

“ 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 ?

@lindzeiy @precedentcomms #precsem

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$29.5M TO $71M

Page 41: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

“ To link individuals with art and history.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

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“ To let people belong anywhere.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

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“ To create value for our users.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

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“ To be the voice of British doctors.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

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Page 54: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

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.

@lindzeiy @precedentcomms #precsem

Page 55: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

ENDANGERED?

NEXT STEPS TO FIX:

CULTURE

C A R E

1. Business case: Audit & competitor benchmark

2. Vision & Roadmap: Senior leader strategic session

3. UX & Design: Test variations, fix critical journeys

4. Prototype new features: Build, deploy, test, enhance

@lindzeiy @precedentcomms #precsem

Page 56: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

@lindzeiy @precedentcomms #precsem

Page 57: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

@lindzeiy @precedentcomms #precsem

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$1 BILLION

IN 17 MINS

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€3,5K SET-UP =

€80K SALES PER WEEK

Page 66: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

BLACKROCK

Page 67: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015
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7% SALES INCREASE

WITH YOUNG ADULTS

Page 73: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE EXPOSED,

START WITH:

ANALYSIS

C A R E

✱ 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 experiences

and monitor its effectiveness.

@lindzeiy @precedentcomms #precsem

Page 74: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

EXPOSED?

NEXT STEPS TO FIX:

ANALYSIS

C A R E

1. Data & insight strategy: Prioritisation and IT roadmap

2. Audience testing: Guerrilla, group & 1-on-1

3. Goal tracking & reviews: Metrics, tools & brainstorms

4. Social tests: Uncover opps & trial new features

@lindzeiy @precedentcomms #precsem

Page 75: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E

@lindzeiy @precedentcomms #precsem

Page 76: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E

@lindzeiy @precedentcomms #precsem

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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.

@lindzeiy @precedentcomms #precsem

Page 91: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CONTENDER?

NEXT STEPS TO FIX:

RATIONAL

C A R E

1. Build a new website: Transactional not informational

2. New mobile offering: Solve real-world problems

3. New social offering: Functionality or service

4. Innovate the offering: Brand new digital services

@lindzeiy @precedentcomms #precsem

Page 92: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR

AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

Page 93: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

C A R E

@lindzeiy @precedentcomms #precsem

Page 94: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

“ To be the most magical place on earth.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

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@lindzeiy @precedentcomms #precsem

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@lindzeiy @precedentcomms #precsem

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@lindzeiy @precedentcomms #precsem

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@lindzeiy @precedentcomms #precsem

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“ To win the fight againstheart disease.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

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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.

@lindzeiy @precedentcomms #precsem

Page 114: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CHAMPION?

NEXT STEPS TO BOOST:

EMOTIONAL

1. Content strategy: User focused & goal driven

2. Campaigns & features: Digital-only & multichannel

3. New tech integration: Beacons, wearables, etc.

4. Communities & loyalty: Programmes for ambassadors

@lindzeiy @precedentcomms #precsem

C A R E

Page 115: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

BUT WHAT

DOES IT

ALL MEAN?

@lindzeiy @precedentcomms #precsem

Page 116: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HOW TO

@lindzeiy @precedentcomms #precsem

CAREWITH DIGITAL

Page 117: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

@lindzeiy @precedentcomms #precsem

Page 118: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

Page 119: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.

NEEDS EVOLVE.

@lindzeiy @precedentcomms #precsem

Page 120: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING

@lindzeiy @precedentcomms #precsem

Page 121: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

WHY DO

YOU EXIST?

@lindzeiy @precedentcomms #precsem

Page 122: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

@lindzeiy @precedentcomms #precsem

Page 123: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

@lindzeiy @precedentcomms #precsem

PRECEDENT.COM/CX

PRECEDENT.COM/CX

Page 124: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

@lindzeiy @precedentcomms #precsem

DIGITAL

STRATEGY

WEBSITES,

TABLET & MOBILE

DIGITAL

TRANSFORMATION

PRECEDENT.COM/CX

Page 125: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

@lindzeiy @precedentcomms #precsem

26 YEARS

140 EXPERTS IN

DESIGN, TECH,

STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

Page 126: Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015

THANK YOU.

@lindzeiy @precedentcomms #precsem