cx: survival of the fittest seminar - perth 11th november 2014
DESCRIPTION
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition. Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals. During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model: CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward. ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention. RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty. EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates. Using best practice examples as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation. This latest seminar series is being launched in conjunction with our forthcoming report, CX – Survival of the fittest: Using digital to transform the customer experience, which also includes a CX Fitness Test to let you see how well your organisation stacks up to the rest in adapting to meet audience needs.TRANSCRIPT
PRECEDENT @ ART GALLERY OF WA11 NOVEMBER // 2014
HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.
CX SURVIVAL OF THE FITTEST
@precedentapac #precsem
GEORGE EVANS, COMMERCIAL DIRECTOR (ASIA-PAC)DANIELLE MACDONALD, LEAD UX CONSULTANT
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?
CULTUREANALYSISRATIONALEMOTIONAL
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
CULTUREANALYSISRATIONALEMOTIONAL
HOW YOUR CORE OFFER STACKS UP TO THE REST.
CULTUREANALYSISRATIONALEMOTIONAL
HOW 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 CARE
WITH 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 ?
“ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
“ To be the voice of British doctors.”
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
AU$ 28 BILLION
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.
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?
CULTUREANALYSISRATIONALEMOTIONAL
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.