cx: survival of the fittest seminar - 22nd july, edin

PRECEDENT EDINBURGHJULY 2015

HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.

CX SURVIVAL OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT GLOBAL HEAD OF DIGITAL

WHAT IS CX vs UX?


WHY DO WE EXIST?


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.

”@lindzeiy @precedentcomms #precsem


DIGITAL STRATEGY

WEBSITES, TABLET & MOBILE

DIGITAL TRANSFORMATION

PRECEDENT.COM/CX


26 YEARS

140 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

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


✱ So they don’t refer you.


So they write bad reviews.







T H E T R U T H




✱ So they write bad reviews.







T H E T R U T H






✱ So they don’t share online.





T H E T R U T H








✱ So they don’t respond to new offers.



T H E T R U T H








✱ So they don’t respond to new offers.


✱ 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?


CULTUREANALYSISRATIONALEMOTIONAL



HOW YOU VALUE YOUR AUDIENCES.



HOW YOU GATHER FEEDBACK AND REACT.



HOW YOUR CORE OFFER STACKS UP TO THE REST.



HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.


HOW FIT ARE YOU TO SURVIVE CHANGE?


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



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 ?


$29.5M TO $71M

“ To link individuals with art and history.”



“ To let people belong anywhere.”



$25.5 BILLION

“ To create value for our users.”



“We look after doctors so they canlook after you.”




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.


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


IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E


$1 BILLION IN 17 MINS

€3,5K SET-UP = €80K SALES PER WEEK

BLACKROCK

7% SALES INCREASEWITH YOUNG ADULTS

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.


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


IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E


500% SALESINCREASE IN CHINA

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.


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


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.”



“ To win the fight againstheart disease.”



277% INCREASE IN ONLINE DONATIONS

40% INCREASE IN F&E DONATIONS = £1M

74% INCREASE IN EVENT REGISTRATIONS

25% INCREASE IN HEART MATTERS SIGN-UPS

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.


CHAMPION? NEXT STEPS TO BOOST:

EMOTIONAL1. 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


C A R E

BUT WHAT DOES IT ALL MEAN?


HOW TO


CAREWITH DIGITAL

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED



TIME GOES ON.NEEDS EVOLVE.



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.

”@lindzeiy @precedentcomms #precsem


PRECEDENT.COM/CX

PRECEDENT.COM/CX


DIGITAL STRATEGY

WEBSITES, TABLET & MOBILE

DIGITAL TRANSFORMATION

PRECEDENT.COM/CX


26 YEARS

140 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

QUESTIONS & THANK YOU.


cx: survival of the fittest seminar - 22nd july, edin

Internet

t h e t r u t h

dont share photos

t h e p e r c e p t

bad reviews

new offers

hierarchy of human needs

strategy ux

locations precedent