making the rubber meet the road throughout the buyers journey · your present reality financial...
TRANSCRIPT
Making The Rubber Meet The Road Throughout The Buyers
Journey
“CX”
Source: Gerd Leonhard www.futuristgerd.com
“In the next 20 years humanity will experience more change than the prior 300 combined.” ~Gerd Leonhard
Your Present RealityFinancial Metric Growth Rate
(Y/Y Through Q1 2017)Transportation Ranking S&P 500 Ranking
CapEX +25.78% #1 #15
Revenue +13.08 #1 #44
Operating Income
-2.51% #3 #75
Free Cash Flow -0.68% #5 #89
Source: http://csimarket.com/Industry/industry_growth_rates.php?capx&ind=1101
Digital Transformation Investments
Source: CIO STUDY 2016 KPMG https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2016/10/cio-survey-2016-transport-logistics.pdf
Digital Transformation Investments
Source: CIO STUDY 2016 KPMG https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2016/10/cio-survey-2016-transport-logistics.pdf
Digital Transformation Vulnerabilities
Source: CIO STUDY 2016 KPMG https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2016/10/cio-survey-2016-transport-logistics.pdf
Good Enough No Longer Is...
“In the transportation sector, an overall digital strategy is often missing, especially when compared to other
sectors... Companies should focus on shifting away from their core business and external solutions, and should
instead try to develop their own tailored IT offerings, in order to decrease vulnerability and the negative impacts of disruption. A comprehensive digital strategy should
be the starting point for these activities.”
~Steffen Wagner KPMG; Global Chair-Transport & Logistics
WE THINK IN PICTURES
12 Steps To Align On The Roadmap
Get Real-Real Quick
1
Sanity Through Focus
2
Moments of TruthEmpathy Mapping
Touch Points
Be Fearlessly Truthful
3
Experience Marketing Framework
GreatCX
Strategy
TacticsData
Purpose People
Process
Purpose Focused Strategy. Human-Centric Tactics. Data-Fed Iterations.
Great Customer Experience
Execution
Strategy
Research
Insights-Vision-Success
ReliabilityInnovation
The Insights Layer
Human Centric Design
Customer
ForcesCompetitorsSeeing around corners. Agile product development. Profiting from foresights.
What Does Your Customer Need?
4
Who Sets Customer Expectations?
5
What Forces Are We Facing?
6
Edelman Global Trust Barometer 2017: https://www.slideshare.net/EdelmanInsights/2017-edelman-trust-barometer-global-results-71035413
More Forces:
Shutdowns
Mergers
New Alliances
De-Regulation
The Vision Layer
Purpose Focused Strategy
Goals
ScopeTouch PointsAligning goals to needs. Prioritizing to a schedule. Calibrating to scope.
Give’em What They Want And You’ll Get What You Need
7
Document The Journey. Quick Wins and Pain Points
8
Calibrate Scope- One Checkbook
9
Implement Design Thinking
The Success Layer
Purpose Focused Strategy
Strategy
TacticsDataThe Customer is the #1 asset. Humanized day-to-day tactics. Data drives all iterations.
Download The Strategy Organization Wide
10
Incentivize Human Behavior
11
Mo’-Data...Mo’ Problems
Measure What You Value Vs Valuing What You Measure
12
BOOK
SIGNING
The customer as the #1 asset
1The last
chance to put your customer in the center of your business
is now!
2The EMF gives you a common
picture.
3Digital
Transformation is the perfect
blend of human-centric
design and properly
integrated technology
4Customer
Experience is the
battleground.
Your whole company must buy in...Then you will win!
5
5 KEY TAKEAWAYS
Questions?
THANK YOU!