webinar: cx: survival of the fittest

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08 DECEMBER // 2014 HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE. CX SURVIVAL OF THE FITTEST @precedentapac #precsem GEORGE EVANS, COMMERCIAL DIRECTOR (ASIAPAC)

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Page 1: 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)

Page 2: WEBINAR: CX: Survival of the Fittest

WHY DO

WE EXIST?

@precedentapac #precsem

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WHY DO

WE EXIST?

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WHY DO

WE EXIST?

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HIERARCHY OF

HUMAN NEEDS:

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HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING

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WHY DO

YOU EXIST?

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MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

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EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

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EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.

NEEDS EVOLVE.

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OUR CUSTOMERS

ARE DISLOYAL.

T H E P E R C E P T I O N

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OUR CUSTOMERS

ARE DISSATISFIED.

T H E T R U T H

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✱ 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

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✱ 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

Page 20: WEBINAR: CX: Survival of the Fittest

✱ 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

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✱ 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

Page 22: WEBINAR: CX: Survival of the Fittest

✱ 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

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✱ 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

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OUR CUSTOMERS

ARE DISSATISFIED.

OUR BUSINESS IS AT

RISK.

T H E T R U T H

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HOW DO YOU

ADAPT TO YOUR

CUSTOMERS’

NEEDS?

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CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

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CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU VALUE YOUR AUDIENCES.

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CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.

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CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOUR CORE OFFER STACKS UP

TO THE REST.

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CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

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HOW FIT ARE YOU

TO SURVIVE CHANGE?

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RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

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RATING YOUR

CX FITNESS LEVEL:

CONTENDER CHAMPIONEXPOSEDENDANGERED

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RATING YOUR

CX FITNESS LEVEL:

ENDANGERED EXPOSED CONTENDER CHAMPION

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RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDEREXPOSED CHAMPION

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RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

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HOW TO

CAREWITH DIGITAL

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IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E

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IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E

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“ 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 ?

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“ To link individuals with art and history.”

W H Y D O Y O U E X I S T ?

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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.

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IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

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IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

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US$ 1 BILLION

IN 17 MINUTES

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21%

CONVERSION

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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.

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IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E

Page 63: WEBINAR: CX: Survival of the Fittest

IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E

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= $$$

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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.

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IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR

AUDIENCES.

C A R E

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IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

C A R E

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“ To be the most magical place on earth.”

W H Y D O Y O U E X I S T ?

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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.

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BUT WHAT

DOES IT

ALL MEAN?

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CULTURE

ANALYSIS

RATIONAL

EMOTIONAL

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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

Page 89: WEBINAR: CX: Survival of the Fittest

WHY DO

YOU EXIST?

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THANK YOU.