webinar: cx: survival of the fittest

08 DECEMBER // 2014

HOW DIGITAL CAN WIN BACK

COMPETITIVE ADVANTAGE.

CX SURVIVAL

OF THE FITTEST

@precedentapac #precsem

GEORGE EVANS, COMMERCIAL 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 ?

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

21%

CONVERSION

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 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.