1. CX SURVIVALOF THE FITTESTHOW DIGITAL CAN WIN BACKCOMPETITIVE ADVANTAGE.GEORGE EVANS, COMMERCIAL DIRECTOR (ASIAPAC)DAN BAKER, DIGITAL EXPERIENCE DIRECTOR (ASIAPAC)PRECEDENT @ AUSTRALIAN CENTRE FOR THE MOVING IMAGE19 NOVEMBER // 2014@precedentapac #precsem

2. WHY DOWE EXIST?@precedentapac #precsem 3. WHY DOWE EXIST? 4. WHY DOWE EXIST? 5. HIERARCHY OFHUMAN NEEDS: 6. HIERARCHY OFHUMAN NEEDS:TO THRIVE WE WANTSELF ESTEEM ANDSOCIAL ACCEPTANCETO SURVIVE WE WANTWEALTH, SECURITY ANDPHYSICAL WELLBEING 7. WHY DOYOU EXIST? 8. MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED. 9. EVERY ORGANISATIONSTARTS OUT BY MEETINGTHE NEEDS OF ITS AUDIENCES. 10. EVERY ORGANISATIONSTARTS OUT BY MEETINGTHE NEEDS OF ITS AUDIENCES.TIME GOES ON.NEEDS EVOLVE. 11. T H E P E R C E P T I O NOUR CUSTOMERSARE DISLOYAL. 12. T H E T R U T HOUR CUSTOMERSARE DISSATISFIED. 13. T H E T R U T H They cant buy easily.So they dont refer you. They cant find their way around.So they write bad reviews. They feel out of their depth.So they dont share photos. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 14. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around.So they write bad reviews. They feel out of their depth.So they dont share photos. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 15. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth.So they dont share photos. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 16. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth. So they dont share online. They think the quality is poor.So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 17. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth. So they dont share online. They think the quality is poor. So they dont respond to new offers. They dont feel valued or listened to.So they never come back. 18. T H E T R U T H They cant buy easily. So they dont refer you. They cant find their way around. So they write bad reviews. They feel out of their depth. So they dont share online. They think the quality is poor. So they dont respond to new offers. They dont feel valued or listened to. So they never come back. 19. T H E T R U T HOUR CUSTOMERSARE DISSATISFIED.OUR BUSINESS IS ATRISK. 20. HOW DO YOUADAPT TO YOURCUSTOMERSNEEDS? 21. CULTUREANALYSISRATIONALEMOTIONAL 22. CULTUREANALYSISRATIONALEMOTIONALHOW YOU VALUE YOUR AUDIENCES. 23. CULTUREANALYSISRATIONALEMOTIONALHOW YOU GATHER FEEDBACK AND REACT. 24. CULTUREANALYSISRATIONALEMOTIONALHOW YOUR CORE OFFER STACKS UPTO THE REST. 25. CULTUREANALYSISRATIONALEMOTIONALHOW YOU ELEVATE AND DELIGHTYOUR AUDIENCES. 26. HOW FIT ARE YOUTO SURVIVE CHANGE? 27. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 28. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 29. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 30. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 31. RATING YOURCX FITNESS LEVEL:ENDANGERED EXPOSED CONTENDER CHAMPION 32. HOW TOCAREWITH DIGITAL 33. C AREIF YOURE ENDANGERED,START WITH:CULTUREHOW YOU VALUE AYOUR AUDIENCES. 34. C AREIF YOURE ENDANGERED,START WITH:CULTUREHOW YOU VALUE YOUR AUDIENCES. 35. W H Y D O Y O U E X I S T ? To provide our customerswith the most convenientaccess to media entertainment. 36. W H Y D O Y O U E X I S T ? To link individualswith art and history. 37. W H Y D O Y O U E X I S T ? To let people belong anywhere. 38. W H Y D O Y O U E X I S T ? To be the voice of British doctors. 39. CAREIF YOURE ENDANGERED,START WITH:CULTURE 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. 40. C AREIF YOURE EXPOSED,START WITH:ANALYSISHOW YOU GATHER FEEDBACK AND REACT. 41. C AREIF YOURE EXPOSED,START WITH:ANALYSISHOW YOU GATHER FEEDBACK AND REACT. 42. AU$ 28 BILLION 43. 7% SALES INCREASEWITH YOUNG ADULTS 44. C AREIF YOURE EXPOSED,START WITH:ANALYSIS 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 experiencesand monitor its effectiveness. 45. CAR EIF YOURE A CONTENDER,TACKLE THE:RATIONALHOW YOUR CORE OFFER STACKS UPTO THE COMPETITION. 46. CAR EIF YOURE A CONTENDER,TACKLE THE:RATIONALHOW YOUR CORE OFFER STACKS UPTO THE COMPETITION. 47. CAR EIF YOURE A CONTENDER,TACKLE THE:RATIONAL Products and services deliver to current core needs. End to end processes are efficient. Prices are fair and quality is high. Its easy to transact at every possible touchpoint. 48. C A R EIF YOURE A CHAMPION,HARNESS THE:EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOURAUDIENCES. 49. C A R EIF YOURE A CHAMPION,HARNESS THE:EMOTIONALHOW YOU ELEVATE AND DELIGHTYOUR AUDIENCES. 50. W H Y D O Y O U E X I S T ? To be the most magicalplace on earth. 51. C A R EIF YOURE A CHAMPION,HARNESS THE:EMOTIONAL Interactions elevate the customer socially. Customers personally identify with the brandand go out of their way to recommend. Success in life is increased by continued interactions. Customers feel listened to, appreciated and valued. 52. BUT WHATDOES ITALL MEAN? 53. CULTUREANALYSISRATIONALEMOTIONAL 54. IVE LEARNT THAT PEOPLE WILLFORGET WHAT YOU SAID,PEOPLE WILL FORGET WHATYOU DID,BUT PEOPLE WILLNEVER FORGET HOWYOU MADE THEM FEEL.- MAYA ANGELOU 55. WHY DOYOU EXIST? 56. THANK YOU.