The Customer Experience RevolutionComing to everywhere near youandHow to get the budget from your Board to make it happenw...
Zeopard.comWHY this topic on the NZOUG Agenda?Saturday, 23 March 13
Board Directors are thinking about Social MediaZeopard.comZeopard.comSaturday, 23 March 13
What Boards are Worrying AboutZeopard.com• Legal liability and risk• Trustworthiness• Reputation• Getting locked up• Socia...
Zeopard.comZeopard.comBoards and Social media• When informally asked in a boardroom,Competia found that less than 5% ofdir...
Zeopard.comZeopard.comBoards and Social Media-AustraliaRecent research indicates that only 17 percent of executives have p...
Zeopard.comBoards and Social Media-Canada-Investor Relations Focus63% of 807 companies, report using Twitter forinvestor r...
Zeopard.comZeopard.comWhat Do Corporate Directors and SeniorManagers Know about Social Media?-USA”The world has changed, a...
Zeopard.comZeopard.comWhat Do Corporate Directors and SeniorManagers Know about Social Media?-USA cont.• 90% of respondent...
Zeopard.comZeopard.comBoards and Social Media-Global• In today’s hyper-social world, this study foundthat social media eff...
Zeopard.comGood luck getting a social media project to increaseuse of social media past a board when and if:so few use it,...
This is what CEOs are thinking aboutZeopard.comSaturday, 23 March 13
Zeopard.comBetter Public Services Speech byJohn Key to Auckland Chamber ofCommerce 15 March 2012What are NZ Public Service...
Zeopard.comBetter Public Services AdvisoryGroup Report November 2011What are Public Service CEOs now looking at delivering...
Zeopard.comPresident Obama ExecutiveOrder “Streamlining ServiceDelivery and ImprovingCustomer Service” April 2011What are ...
Zeopard.comPressure on CIOsChris Murphy of Information Week says:“Make IT measurably more relevant toyour customers”“Were ...
Zeopard.comZeopard.comBob Evans of Oracle writing in Forbes helpfully says:CIO top 10 for 2013Here are the top 10 issues I...
Zeopard.comZeopard.comFuture of Computing1. Search was king of the last era-as of Sept 2012 overall searchvolume on web ha...
Zeopard.comZeopard.comFuture of Computing2. Experience will begin to replace Apps-customers simply want a greatexperience-...
• What is CX?• What is involved with CXIf all those people are worrying about all thosethings what next?What is next is:Cu...
Zeopard.comWhy Me?Saturday, 23 March 13
Zeopard.comZeopardSocial and Jennie Vickers and Boards and CXzeopardSaturday, 23 March 13
Zeopard.comOracle Open WorldSaturday, 23 March 13
Jennie Vickers• Digital Native in Spirit & Early Adopterbut not a TechieStudying Social Media for 8+ Years andnow running ...
Zeopard.comWHY CX?Saturday, 23 March 13
Why should you care about customer experience?Zeopard.comProfessional Services Firms to ClientsThe demand for good custome...
Why you should care aboutcustomer experience• Costs 8x more to get a newcustomer than to keep an existing• Commoditisation...
Why you should care about customer experience• Costs too much to give bad CX• Superior CX comes fromsuperior employee expe...
Zeopard.comCustomer Experience-One of few remaining points ofcompetitive advantageForrester Research 2011Saturday, 23 Marc...
Zeopard.comDIGITAL EXPERIENCELatest research goesfurther and says:One of the last remaining areasof differentiation is the...
Zeopard.comWhat is CX?Saturday, 23 March 13
We are all in the CX business.Business, Government, NFP,Charity, Social Enterprise,Sport, Education:EVERYONE!Zeopard.comCu...
Zeopard.comCustomer Experience in ActionSaturday, 23 March 13
- Forrester Research Inc.Zeopard.comCustomer Experience-Definition“CX is how yourcustomers perceivetheir interactions withy...
“A customer experience is aninteraction between anorganization and a customeras perceived through acustomer’s conscious an...
Zeopard.comZeopard.com• Not just about a rational experience(e.g. how quickly a phone is answered,what hours you’re open, ...
Zeopard.comPERCEPTION IN ACTION AT A SUCCESSFUL CXBUSINESS...Saturday, 23 March 13
“Everything you see orhear or experience in anyway at all is specific toyou. You create a universeby perceiving it, soevery...
Zeopard.comSaturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comOracle Customer LifecycleSaturday, 23 March 13
Zeopard.comCustomer ChurnSaturday, 23 March 13
Zeopard.comThe CX PyramidEnjoyableEasyMeets Needs“I felt good about that”“i didn’t have to work hard”“I accomplished my go...
• Loving your customersand being fluffy• Customer service• product or serviceusabilityZeopard.comCustomer Experience - Is n...
Zeopard.comSo if we accept that it is a priority and we knowwhat it is..what is next and how do we get funding for our CXp...
Zeopard.comWhat your Board (and You) need to know about why CX Matters in2013Saturday, 23 March 13
Zeopard.com• What drives boards anddecision makers?• What do they need tounderstand and know?• What do they think theyalre...
Zeopard.com“Economists have typically lumpedexperiences in with services, butexperiences are a distinct economicoffering, ...
Zeopard.com“As services, like goods before them,increasingly become commoditized—thinkof long-distance telephone services ...
Zeopard.comSETH GODIN AT OOWSaturday, 23 March 13
Zeopard.comWhy Now?Age of manufacturingMass manufacturingboosts industrialpowerhouses.Age of distributionGlobal connection...
The times they are a changing!Zeopard.comSaturday, 23 March 13
Zeopard.com2013 -A transformative yearUltra connected adults at end 2012:42% of online adults in US37% in EuropePredicted ...
Zeopard.comThe Future of Computing =Experiences delivered across an ecosystem of devicesJames WhittakerZeopard.comSaturday...
Zeopard.comAge of manufacturingMass manufacturingboosts industrialpowerhouses.Age of distributionGlobal connectionsmake di...
Zeopard.comSaturday, 23 March 13
Ethical responsiblebehaviour was ratedas the top desiredattribute of a businessafter the February2011 Christchurchearthqua...
• Institute of Business Ethics inLondon Research studies• Key message is thatorganisationaltrustworthiness had becomeone o...
The 2013 Edelmann TrustBarometer (which surveys 55countries including Australia but notNZ) released in January 2013,identi...
Edelmann BarometerWho do customers trustand believe?Zeopard.comSaturday, 23 March 13
The Edelman 2013 findings, clearly show theredistribution of influence from traditionalauthority figures towards employees, p...
Pulling it all together for Boards“For a number of years Boards inNZ have looked to establish andmaintain their reputation...
The Good News for the BoardsThe good news is that getting this rightspells increased profit and growth.The 2012 Temkin Grou...
Zeopard.comSaturday, 23 March 13
Zeopard.comWhat do you need to tell your Board about CX?Saturday, 23 March 13
Zeopard.comCustomer Experience-Requires:Managing your businessfrom the “Outside In”.“Bringing the perspective ofyour custo...
Zeopard.comZeopard.comSaturday, 23 March 13
CUSTOMERWho is the customer?What do they want?How doi giveit tothem?When&Wheredo theywant it?1234Zeopard.comOutside In Put...
Zeopard.comAnalyticsSocialOperationApplicationsMaster DataManagementExperienceApplicationsCXCXCustomerDirectIn-StorePhoneW...
Engage Win Develop KeepInside OutZeopard.comThe Supplier/Expert’s perspectiveSaturday, 23 March 13
DiscoverNeedsExploreOptionsBuy EngageOutside InZeopard.comPutting yourself in the Shoes of the CustomerSaturday, 23 March 13
Zeopard.comGlobal insights on succeeding in the CustomerExperience Era-Oracle ResearchFebruary 4, 2013Saturday, 23 March 13
Zeopard.comFalling Short On Delivering the ExperiencesCustomers Want• Slow adoption rate of customer expectedcapabilities•...
Zeopard.comDo not get caught napping!Saturday, 23 March 13
Zeopard.comOracle Customer LifecycleSaturday, 23 March 13
Zeopard.comCustomer Life Cycle = Customers relationshipwith a brand as they continue to discover newneeds, explore their o...
Zeopard.comWhat do they needto understand andknow?What do they thinkthey already know?What is theirperception aboutsocial ...
Zeopard.comFoundationsOversightHorizon WisdomCheckingInThe four areas your board addresses and the bigger pictureSaturday,...
Zeopard.comShifting the Perceptions-How do you do it?Saturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comEmployee ExperienceSaturday, 23 March 13
Zeopard.comEmployee ExperienceSaturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comSovereign Insurance-Winners of a 2012 Temkin CXExcellence Award-only NZ company to win“Sovereign Assurance of N...
Zeopard.comKnowledge ManagementSaturday, 23 March 13
Zeopard.comSaturday, 23 March 13
Zeopard.comSocial MediaSaturday, 23 March 13
Zeopard.comHelp your Directors make sense of Social Media so they canmake sense of CXSaturday, 23 March 13
Why you should care about social media• #1 Platform supporting CustomerExperienceZeopard.com• 86% of consumers will pay mo...
Zeopard.comSocial Media: Making sense of platforms using the humble Kiwi PieI am eating a #PieI like being pies“Social Med...
Zeopard.comGeorge Rakkas and Rising StormSaturday, 23 March 13
Zeopard.comNeed Content, Monitoring and MetricsSaturday, 23 March 13
Zeopard.comThe latest CX buzz listsSaturday, 23 March 13
Zeopard.comPick a selection from the menuthere is one to suit every occasion!Zeopard.comSaturday, 23 March 13
Zeopard.comThe 6 Disciplines of CX from Forrester Researchand explained in book “Outside In”1. Strategy2. Customer Underst...
3 Key Elements for creating great CX1.Connect & Engage2.Know More3.Make it easy & rewardingSource:Customer Experience Whit...
3 Stages in Evolution of CX1.Acquisition - increase sales& adoption2.Retention - build trust &strengthen relationships3.Ef...
1.Strategy Practices2.Customer Practices3.Design Practices4.Measurement Practices5.Governance Practices6.Culture Practices...
5 keys to delivering a compelling customer experienceZeopard.com1.Focus on the contact centre - optimizeresources for deal...
Zeopard.com3 Dimensions of CX1. Functional2.Accessible3.EmotionalFrom 2013 Temkin CX insights reportZeopard.comSaturday, 2...
1.Consistent voice2.Connected interations3.Personalized journey4.Efficient service5.Rewarding relationshipsZeopard.com5 qua...
1.Every interaction creates apersonal reaction.2.People are instinctively selfcentred3.Customer familiarity breedsallignme...
1.CX is political2.CX is cultural3.To thine own CX be true4.Many business problems are reallyCX problems5.The right data i...
1.Purposeful leadership2.Employee engagement3.Compelling brand values4.Customer ConnectednessSource:Temkin ResearchZeopard...
Zeopard.comPutting all of this togetherSaturday, 23 March 13
Zeopard.com• Seth Godin• CX resources-whitePapers, blogs, videos,models• CX Products• Oracle sharing its ownjourney from I...
Zeopard.comWhere are you at with CX now andwhere do you need to get to?Saturday, 23 March 13
Zeopard.comSource:Oracle CX ResourcesSaturday, 23 March 13
Zeopard.comIf you love your customers do you design products and servicesand experiences that meet their needs?HOW DO YOU ...
Zeopard.comCustomer Journey MappingThe new alternative to the tired old Strategy day!Zeopard.comCustomer jouney photoSatur...
Zeopard.comWhile thinking about CX do not ignore:1. Mobile-increasing prominence2. IT Stuff3. Privacy4. Legal-Brand Alignm...
Zeopard.comCX ResourcesForresterTemkinCX MattersBeyond PhilosophyZeopard.comSaturday, 23 March 13
Zeopard.comWhat does all this mean for all of us?Saturday, 23 March 13
Zeopard.comZeopardLaw and ZepardSocial jennie@zeopard.comzeopardSaturday, 23 March 13
Zeopard.comFind Me:jennie@zeopard.comwww.zeopard.comLinkedIn: Jennie VickersSaturday, 23 March 13
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The Customer Experience Revolution Coming to Everywhere Near You!

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Customer Experience Revolution and implications for Boards of Directors concerned about their governance role. Presentation to the New Zealand Oracle Users Group Conference 2013 by Jennie Vickers of ZeopardLaw and ZeopardConsulting

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  1. 1. The Customer Experience RevolutionComing to everywhere near youandHow to get the budget from your Board to make it happenwith a little help from Oracle Corporation!Jennie Vickers of ZeopardSocialNZ Oracle Users Group Conference March 2013Zeopard.comSaturday, 23 March 13
  2. 2. Zeopard.comWHY this topic on the NZOUG Agenda?Saturday, 23 March 13
  3. 3. Board Directors are thinking about Social MediaZeopard.comZeopard.comSaturday, 23 March 13
  4. 4. What Boards are Worrying AboutZeopard.com• Legal liability and risk• Trustworthiness• Reputation• Getting locked up• Social Media out of control and how to control itSaturday, 23 March 13
  5. 5. Zeopard.comZeopard.comBoards and Social media• When informally asked in a boardroom,Competia found that less than 5% ofdirectors admit having ever used andparticipated in social media.• Mistrust is widespread and the issue ofprivacy is of utmost concern.“The implications of social media for theboard far outreach reputation risk. As theuse of social media is rapidly spreading andchallenging every single company businessmodel and strategy, it is time for directors tounderstand the implications for corporategovernance.”Competia Canada 2011 When Social Media MattersSaturday, 23 March 13
  6. 6. Zeopard.comZeopard.comBoards and Social Media-AustraliaRecent research indicates that only 17 percent of executives have programmes inplace to monitor and mitigate reputationalrisks associated with social network usage.“Part of the problem is that the space isstill evolving; part of it is generational.Most directors came of age in the pre-Internet era, and for many, social mediais out of their comfort zone.”Source: BoardMatters Australia:Word of Mouse Report“Do your directors really understand the impact of socialmedia on your nonprofit organisation?”Saturday, 23 March 13
  7. 7. Zeopard.comBoards and Social Media-Canada-Investor Relations Focus63% of 807 companies, report using Twitter forinvestor relations purposes, while 65% havesocial media links on their corporate websites.“Social media demands board attention, yet thetopic can be intimidating and confusing formany directors.”44% rate the quality of information they get onsocial media risks as mediocre or poor.Only 1% say it is excellent.Source: Boardmemember.com Canada and a 2012 survey byQ4 Web Systems, a Toronto consulting firmZeopard.comSaturday, 23 March 13
  8. 8. Zeopard.comZeopard.comWhat Do Corporate Directors and SeniorManagers Know about Social Media?-USA”The world has changed, and consumers,employees, and stakeholders now expect toengage with companies and their brandsthrough social media,”Matteo Tonello, managing director of corporateleadership at The Conference Board.NB:The survey sample included onlyrepresentatives from the highest levels of theirrespective organizations, with the average ageof survey respondents in the mid-50s.2012 research conducted by Stanford University and TheConference BoardSaturday, 23 March 13
  9. 9. Zeopard.comZeopard.comWhat Do Corporate Directors and SeniorManagers Know about Social Media?-USA cont.• 90% of respondents claim to understand theimpact that social media can have on theirorganization, but...• only 32% of their companies monitor social mediato detect risks to their business activities and only14% use metrics from social media to measurecorporate performance.  • 59% of companies in the survey use social mediato interact with customers, 49% to advertise, and35% to research customers.• Approximately 30% use social media to researchcompetitors, research new products and services,or communicate with employees and otherstakeholders.  2012 research conducted by Stanford University and The ConferenceBoard .Saturday, 23 March 13
  10. 10. Zeopard.comZeopard.comBoards and Social Media-Global• In today’s hyper-social world, this study foundthat social media efforts are deeply intertwinedwith CX outcomes. But yet again, the resultsshowed wildly different results between whatexecutives say they want to do, and what infact they are doing.• 81% of execs said they believe that socialmedia is an essential ingredient in deliveringgreat customer experiences, but• 35% of responding companies still do not havesocial media for sales channels, and another35% still do not have social media forcustomer service.Source: Global Insights on Succeeding in the CustomerExperience Era Feb 2013 Oracle reportSaturday, 23 March 13
  11. 11. Zeopard.comGood luck getting a social media project to increaseuse of social media past a board when and if:so few use it, most mistrust it and all theexternal advisors are talking only about risk andreputation.As Julia Roberts said in Pretty Woman the movie tothe snotty sales woman:“ Big Mistake....”You need to convince your board of the importanceof experience and how you cannot do digitalexperiences without social media so time they gotover it!Zeopard.comZeopardSocial conclusions on Boards and Social MediaSaturday, 23 March 13
  12. 12. This is what CEOs are thinking aboutZeopard.comSaturday, 23 March 13
  13. 13. Zeopard.comBetter Public Services Speech byJohn Key to Auckland Chamber ofCommerce 15 March 2012What are NZ Public Service CEOs being told?“I want to see technology used tocreate a step change in customer service”Zeopard.comSaturday, 23 March 13
  14. 14. Zeopard.comBetter Public Services AdvisoryGroup Report November 2011What are Public Service CEOs now looking at delivering?“Capitalizing on new technology andways of engaging such as socialmedia will reduce costs and helpmeet citizens’ and businesses’expectations for their dealings withgovernment”Zeopard.comSaturday, 23 March 13
  15. 15. Zeopard.comPresident Obama ExecutiveOrder “Streamlining ServiceDelivery and ImprovingCustomer Service” April 2011What are Public Service CEOs in USA worrying about?Source: 2011 FederalCustomer Experience SurveyZeopard.comSaturday, 23 March 13
  16. 16. Zeopard.comPressure on CIOsChris Murphy of Information Week says:“Make IT measurably more relevant toyour customers”“Were living through a historic shift thatmakes technology more important -- infact, indispensable -- to building closecustomer ties. IT leaders can seize themoment by ruthlessly focusing 2013sgoals on the customer who buys theirproducts.”Zeopard.comThis is what CIOs are thinking aboutSaturday, 23 March 13
  17. 17. Zeopard.comZeopard.comBob Evans of Oracle writing in Forbes helpfully says:CIO top 10 for 2013Here are the top 10 issues I proposed:1) Simplify IT and Transform YourSpending: Kick the 80/20 Budget Habit.2) Lead the Social Revolution: Drive theSocial-Enabled Enterprise.3) Unleash Your Company’s Intelligence:Create the Enterprise-Wide OpportunityChain.4) Embrace the Engagement Economy:Merge the Back Office and the FrontOffice into the Customer Office.5) Future-Proof Your IT Architecture.6) Upgrade “Cloud Strategy” to “BusinessTransformation Enabled by the Cloud.”7) Transform Big Data into Big Insights,Big Vision, and Big Opportunities.8) Preside over a Shotgun Wedding:Systems of Record Marry Systems ofEngagement.9) Lead with Speed: CIO as ChiefAcceleration Officer.10) Bend the Value Curve: MoreInnovation, Less Integration.Saturday, 23 March 13
  18. 18. Zeopard.comZeopard.comFuture of Computing1. Search was king of the last era-as of Sept 2012 overall searchvolume on web has started todecrease-now using App driven mechanics tofind your content as these providecontext around requests ensuringmore accurate responsesForrester Research BlogSaturday, 23 March 13
  19. 19. Zeopard.comZeopard.comFuture of Computing2. Experience will begin to replace Apps-customers simply want a greatexperience-design more important3. Data is the new currencyData=currencyAPIs=new banksAPI Management = financialadvisorForrester Research BlogSaturday, 23 March 13
  20. 20. • What is CX?• What is involved with CXIf all those people are worrying about all thosethings what next?What is next is:CustomerExperienceZeopard.comSaturday, 23 March 13
  21. 21. Zeopard.comWhy Me?Saturday, 23 March 13
  22. 22. Zeopard.comZeopardSocial and Jennie Vickers and Boards and CXzeopardSaturday, 23 March 13
  23. 23. Zeopard.comOracle Open WorldSaturday, 23 March 13
  24. 24. Jennie Vickers• Digital Native in Spirit & Early Adopterbut not a TechieStudying Social Media for 8+ Years andnow running social media at conferences• Introducing CX and Social Mediaconversations to BoardsBeen involved with Boards for 25years: first on a Local Council YouthBoard at age 14 and then workingwith or on boards ever sinceZeopard.com• Lawyer and CommentatorSaturday, 23 March 13
  25. 25. Zeopard.comWHY CX?Saturday, 23 March 13
  26. 26. Why should you care about customer experience?Zeopard.comProfessional Services Firms to ClientsThe demand for good customerexperience is rippling out. EvenProfessional Services Firms arenot immune.Businessto ConsumerBusinessto BusinessGovernmentto Publicto StakeholdersProfessional Services Firmsto Clients© Zeopard2013Saturday, 23 March 13
  27. 27. Why you should care aboutcustomer experience• Costs 8x more to get a newcustomer than to keep an existing• Commoditisation has strippedaway existing sources ofdifferentiation-CX is it• 75%+ consumers posted aboutnegative experience but 70%companies little understanding ofconversations going onZeopard.comSaturday, 23 March 13
  28. 28. Why you should care about customer experience• Costs too much to give bad CX• Superior CX comes fromsuperior employee experienceand superior EX means lowerstaff turnoverZeopard.comSaturday, 23 March 13
  29. 29. Zeopard.comCustomer Experience-One of few remaining points ofcompetitive advantageForrester Research 2011Saturday, 23 March 13
  30. 30. Zeopard.comDIGITAL EXPERIENCELatest research goesfurther and says:One of the last remaining areasof differentiation is the abilityto provide compelling userexperiences through digitalchannels.Forrester Research 2012Zeopard.comSaturday, 23 March 13
  31. 31. Zeopard.comWhat is CX?Saturday, 23 March 13
  32. 32. We are all in the CX business.Business, Government, NFP,Charity, Social Enterprise,Sport, Education:EVERYONE!Zeopard.comCustomer ExperienceSaturday, 23 March 13
  33. 33. Zeopard.comCustomer Experience in ActionSaturday, 23 March 13
  34. 34. - Forrester Research Inc.Zeopard.comCustomer Experience-Definition“CX is how yourcustomers perceivetheir interactions withyour company”Saturday, 23 March 13
  35. 35. “A customer experience is aninteraction between anorganization and a customeras perceived through acustomer’s conscious andsubconscious mind. It is ablend of an organization’srational performance, thesenses stimulated and theemotions evoked andintuitively measured againstcustomer expectations acrossall moments of contact.”Zeopard.comCustomer Experience-Definition-From the BeyondPhilosophy GroupSaturday, 23 March 13
  36. 36. Zeopard.comZeopard.com• Not just about a rational experience(e.g. how quickly a phone is answered,what hours you’re open, delivery timescales, etc.)• More than 50 percent of a CX issubconscious, or how a customer feels.• A CX is not just about the ‘what,’ butalso about the ‘how.’• A CX is about how a customerconsciously and subconsciously seeshis or her experience.Loyalty is an emotional commitment.Beyond Philosophy-Definition means :Saturday, 23 March 13
  37. 37. Zeopard.comPERCEPTION IN ACTION AT A SUCCESSFUL CXBUSINESS...Saturday, 23 March 13
  38. 38. “Everything you see orhear or experience in anyway at all is specific toyou. You create a universeby perceiving it, soeverything in the universeyou perceive is specific toyou.”– Douglas AdamsZeopard.comCustomer Experience-Perception:Saturday, 23 March 13
  39. 39. Zeopard.comSaturday, 23 March 13
  40. 40. Zeopard.comSaturday, 23 March 13
  41. 41. Zeopard.comSaturday, 23 March 13
  42. 42. Zeopard.comSaturday, 23 March 13
  43. 43. Zeopard.comSaturday, 23 March 13
  44. 44. Zeopard.comOracle Customer LifecycleSaturday, 23 March 13
  45. 45. Zeopard.comCustomer ChurnSaturday, 23 March 13
  46. 46. Zeopard.comThe CX PyramidEnjoyableEasyMeets Needs“I felt good about that”“i didn’t have to work hard”“I accomplished my goal”An academic paper by Dr. Elizabeth B. N. Sanders when she was getting her master’s degree inhumancomputer interaction from Carnegie Mellon.Meets needsSaturday, 23 March 13
  47. 47. • Loving your customersand being fluffy• Customer service• product or serviceusabilityZeopard.comCustomer Experience - Is not:Saturday, 23 March 13
  48. 48. Zeopard.comSo if we accept that it is a priority and we knowwhat it is..what is next and how do we get funding for our CXprojects?Saturday, 23 March 13
  49. 49. Zeopard.comWhat your Board (and You) need to know about why CX Matters in2013Saturday, 23 March 13
  50. 50. Zeopard.com• What drives boards anddecision makers?• What do they need tounderstand and know?• What do they think theyalready know?is it right or wrong? e.garound social mediaZeopard.comSaturday, 23 March 13
  51. 51. Zeopard.com“Economists have typically lumpedexperiences in with services, butexperiences are a distinct economicoffering, as different from services asservices are from goods. Today we canidentify and describe this fourtheconomic offering because consumersunquestionably desire experiences, andmore and more businesses areresponding by explicitly designing andpromoting them.”Harvard Business Review July 1998 Welcome to theemerging experience economy. Joseph Pine andJames GilmoreZeopard.comThe Experience Economy-This is not a new FadSaturday, 23 March 13
  52. 52. Zeopard.com“As services, like goods before them,increasingly become commoditized—thinkof long-distance telephone services soldsolely on price—experiences haveemerged as the next step in what we callthe progression of economic value. Fromnow on, leading-edge companies—whether they sell to consumers orbusinesses—will find that the nextcompetitive battleground lies in stagingexperiences.”/Harvard Business Review July 1998 Welcome to theemerging experience economy. Joseph Pine and JamesGilmoreThe experience economySaturday, 23 March 13
  53. 53. Zeopard.comSETH GODIN AT OOWSaturday, 23 March 13
  54. 54. Zeopard.comWhy Now?Age of manufacturingMass manufacturingboosts industrialpowerhouses.Age of distributionGlobal connectionsmake distribution key.Age of informationthose who control informationAge of the customerEmpowered buyersdemand a customer focus1900-19601960-19901990-20102010-?Sources Of DominanceSaturday, 23 March 13
  55. 55. The times they are a changing!Zeopard.comSaturday, 23 March 13
  56. 56. Zeopard.com2013 -A transformative yearUltra connected adults at end 2012:42% of online adults in US37% in EuropePredicted end 2013:50% UCAs worldwideUCA=multiple internet at least 3devicesZeopard.comSource: David Truog Forrester BlogSaturday, 23 March 13
  57. 57. Zeopard.comThe Future of Computing =Experiences delivered across an ecosystem of devicesJames WhittakerZeopard.comSaturday, 23 March 13
  58. 58. Zeopard.comAge of manufacturingMass manufacturingboosts industrialpowerhouses.Age of distributionGlobal connectionsmake distribution key.Age of informationthose who control informationAge of the customerEmpowered buyersdemand a customer focus1900-19601960-19901990-20102010-?The Age of the CustomerSaturday, 23 March 13
  59. 59. Zeopard.comSaturday, 23 March 13
  60. 60. Ethical responsiblebehaviour was ratedas the top desiredattribute of a businessafter the February2011 Christchurchearthquake.Zeopard.comSaturday, 23 March 13
  61. 61. • Institute of Business Ethics inLondon Research studies• Key message is thatorganisationaltrustworthiness had becomeone of the critical concernsfor Boards globally in thewake of the GFC andnumerous financial scandals.• Now about building marketconfidence through trust,governance and businessethics standards.Zeopard.comBusiness EthicsSaturday, 23 March 13
  62. 62. The 2013 Edelmann TrustBarometer (which surveys 55countries including Australia but notNZ) released in January 2013,identified 16 specific organisationalattributes which build trust inorganisations in the minds of thosesurveyed and grouped these intofive performance clusters.Of most importance to the publicwhen deciding whether or not totrust a company was engagement(59%), closely followed by integrity(58%) and products and services(54%).Zeopard.comEdelman trustbarometerSaturday, 23 March 13
  63. 63. Edelmann BarometerWho do customers trustand believe?Zeopard.comSaturday, 23 March 13
  64. 64. The Edelman 2013 findings, clearly show theredistribution of influence from traditionalauthority figures towards employees, peersand people with credentials. Reflecting on thesurvey findings, Richard Edelman says:“Running a profitable business andhaving top-rated leadership nolonger, alone, build long-term trust. Infact, these operational-basedattributes have become anexpectation. Today, business buildstrust by treating employees well,exhibiting ethical and transparentpractices and placing customersahead of profits while also deliveringquality products and services.”Zeopard.comEdelman trustbarometerSaturday, 23 March 13
  65. 65. Pulling it all together for Boards“For a number of years Boards inNZ have looked to establish andmaintain their reputation fororganisational trustworthinessthrough a focus on selecting theright management team, goodgovernance, clear values andethics, robust polices and a hardeye on the bottom line. “Zeopard.com“Now focus needs to go on demonstrating the attributes thatcustomers, stakeholders and observers believedemonstrate that the business is trustworthy and thereforedeserving of their loyalty”Saturday, 23 March 13
  66. 66. The Good News for the BoardsThe good news is that getting this rightspells increased profit and growth.The 2012 Temkin Group “ROI of CXResearch Report” showed that CX ishighly correlated to loyalty and loyaltymeans money.CX leaders have more than a 16%advantage over CX laggards in:consumer willingness to buy more,consumer reluctance to switch businessaway and likelihood to recommend.Zeopard.comSaturday, 23 March 13
  67. 67. Zeopard.comSaturday, 23 March 13
  68. 68. Zeopard.comWhat do you need to tell your Board about CX?Saturday, 23 March 13
  69. 69. Zeopard.comCustomer Experience-Requires:Managing your businessfrom the “Outside In”.“Bringing the perspective ofyour customer to everydecision you make so youcan see why customers’perceptions are created.”The Expert’s Dilemma-Speakers, Lawyers TechniclExperts-Keen to tell whatwe knowSaturday, 23 March 13
  70. 70. Zeopard.comZeopard.comSaturday, 23 March 13
  71. 71. CUSTOMERWho is the customer?What do they want?How doi giveit tothem?When&Wheredo theywant it?1234Zeopard.comOutside In Putting your Customer at the heartof your businessSaturday, 23 March 13
  72. 72. Zeopard.comAnalyticsSocialOperationApplicationsMaster DataManagementExperienceApplicationsCXCXCustomerDirectIn-StorePhoneWebMobileSocialField Service© Zeopard2013A lollipopwithout astick is not alollipop!Saturday, 23 March 13
  73. 73. Engage Win Develop KeepInside OutZeopard.comThe Supplier/Expert’s perspectiveSaturday, 23 March 13
  74. 74. DiscoverNeedsExploreOptionsBuy EngageOutside InZeopard.comPutting yourself in the Shoes of the CustomerSaturday, 23 March 13
  75. 75. Zeopard.comGlobal insights on succeeding in the CustomerExperience Era-Oracle ResearchFebruary 4, 2013Saturday, 23 March 13
  76. 76. Zeopard.comFalling Short On Delivering the ExperiencesCustomers Want• Slow adoption rate of customer expectedcapabilities• Significant opportunities for improvingexperiences• Across research, buying, and post purchaseprocesses• Inflexible technology, siloed organizations andsystems, insufficient investment, and inability tomeasure performance hinder successSolving The Execution Chasm Requires A NewApproach to CXZeopard.comSaturday, 23 March 13
  77. 77. Zeopard.comDo not get caught napping!Saturday, 23 March 13
  78. 78. Zeopard.comOracle Customer LifecycleSaturday, 23 March 13
  79. 79. Zeopard.comCustomer Life Cycle = Customers relationshipwith a brand as they continue to discover newneeds, explore their options, make purchasesand engage with the product or serviceexperienceZeopard.comEngage Win Develop KeepInside OutDiscoverNeedsExploreOptionsBuy EngageOutside InSaturday, 23 March 13
  80. 80. Zeopard.comWhat do they needto understand andknow?What do they thinkthey already know?What is theirperception aboutsocial media forexample?Zeopard.comA Board’s governance role-where does CX fit in?Saturday, 23 March 13
  81. 81. Zeopard.comFoundationsOversightHorizon WisdomCheckingInThe four areas your board addresses and the bigger pictureSaturday, 23 March 13
  82. 82. Zeopard.comShifting the Perceptions-How do you do it?Saturday, 23 March 13
  83. 83. Zeopard.comSaturday, 23 March 13
  84. 84. Zeopard.comEmployee ExperienceSaturday, 23 March 13
  85. 85. Zeopard.comEmployee ExperienceSaturday, 23 March 13
  86. 86. Zeopard.comSaturday, 23 March 13
  87. 87. Zeopard.comSovereign Insurance-Winners of a 2012 Temkin CXExcellence Award-only NZ company to win“Sovereign Assurance of NewZealand’s strategy is to createcustomer engagement andadvocacy through effortlessexperiences, with a program ofinitiatives around four keylevers: customers front andcenter, stickier relationships,maximize touch points, andfocus on value.”Saturday, 23 March 13
  88. 88. Zeopard.comKnowledge ManagementSaturday, 23 March 13
  89. 89. Zeopard.comSaturday, 23 March 13
  90. 90. Zeopard.comSocial MediaSaturday, 23 March 13
  91. 91. Zeopard.comHelp your Directors make sense of Social Media so they canmake sense of CXSaturday, 23 March 13
  92. 92. Why you should care about social media• #1 Platform supporting CustomerExperienceZeopard.com• 86% of consumers will pay more for abetter cx• 89% began doing business with acompetitor following a poor cx• 79 % who shared complaints aboutpoor cx online had their complaintsignored.Source: Harris Interactive 2011 Survey forRightNow(pre Oracle acquisition)Saturday, 23 March 13
  93. 93. Zeopard.comSocial Media: Making sense of platforms using the humble Kiwi PieI am eating a #PieI like being pies“Social Media” in a nutshell in thecontext of a PieSaturday, 23 March 13
  94. 94. Zeopard.comGeorge Rakkas and Rising StormSaturday, 23 March 13
  95. 95. Zeopard.comNeed Content, Monitoring and MetricsSaturday, 23 March 13
  96. 96. Zeopard.comThe latest CX buzz listsSaturday, 23 March 13
  97. 97. Zeopard.comPick a selection from the menuthere is one to suit every occasion!Zeopard.comSaturday, 23 March 13
  98. 98. Zeopard.comThe 6 Disciplines of CX from Forrester Researchand explained in book “Outside In”1. Strategy2. Customer Understanding3. Design4. Measurement5. Governance6. CultureSaturday, 23 March 13
  99. 99. 3 Key Elements for creating great CX1.Connect & Engage2.Know More3.Make it easy & rewardingSource:Customer Experience White Paper Oracle July 2012Zeopard.comSaturday, 23 March 13
  100. 100. 3 Stages in Evolution of CX1.Acquisition - increase sales& adoption2.Retention - build trust &strengthen relationships3.Efficiency - reduce costs &effortZeopard.comSaturday, 23 March 13
  101. 101. 1.Strategy Practices2.Customer Practices3.Design Practices4.Measurement Practices5.Governance Practices6.Culture PracticesSource:Forrester Research6 CX Practices need to excel inZeopard.comSaturday, 23 March 13
  102. 102. 5 keys to delivering a compelling customer experienceZeopard.com1.Focus on the contact centre - optimizeresources for dealing with critical enquiries2.Focus on speed and simplicity with anemphasis on in contract resolution3.Monitor and respond to social mediacomplaints and provide effective resolution.4.Integrate different customer touch pathsto deliver a consistent customer experience5.Justify loyalty through excellence -innovate audience interactionsSource:Customer Experience White Paper Oracle July2012Saturday, 23 March 13
  103. 103. Zeopard.com3 Dimensions of CX1. Functional2.Accessible3.EmotionalFrom 2013 Temkin CX insights reportZeopard.comSaturday, 23 March 13
  104. 104. 1.Consistent voice2.Connected interations3.Personalized journey4.Efficient service5.Rewarding relationshipsZeopard.com5 qualities of great CXSaturday, 23 March 13
  105. 105. 1.Every interaction creates apersonal reaction.2.People are instinctively selfcentred3.Customer familiarity breedsallignment4.Disengaged employees do notcreate engaged customers5.Employees do what is measuredincentivised & celebrated6.You can’t fake it6 laws of CXZeopard.comSource:Temkin Group:Six Laws of Customer ExperienceSaturday, 23 March 13
  106. 106. 1.CX is political2.CX is cultural3.To thine own CX be true4.Many business problems are reallyCX problems5.The right data is better than moredata6.Build CX into your brand7.Become a CX expert.Power lessons for CX LeadersZeopard.comSource:Oracle White Paper Feb 2012Saturday, 23 March 13
  107. 107. 1.Purposeful leadership2.Employee engagement3.Compelling brand values4.Customer ConnectednessSource:Temkin ResearchZeopard.comPath to ExcellenceSaturday, 23 March 13
  108. 108. Zeopard.comPutting all of this togetherSaturday, 23 March 13
  109. 109. Zeopard.com• Seth Godin• CX resources-whitePapers, blogs, videos,models• CX Products• Oracle sharing its ownjourney from Inside Outto Outside InWith a little help from our friends at OracleZeopard.comSaturday, 23 March 13
  110. 110. Zeopard.comWhere are you at with CX now andwhere do you need to get to?Saturday, 23 March 13
  111. 111. Zeopard.comSource:Oracle CX ResourcesSaturday, 23 March 13
  112. 112. Zeopard.comIf you love your customers do you design products and servicesand experiences that meet their needs?HOW DO YOU KNOW?Zeopard.comSaturday, 23 March 13
  113. 113. Zeopard.comCustomer Journey MappingThe new alternative to the tired old Strategy day!Zeopard.comCustomer jouney photoSaturday, 23 March 13
  114. 114. Zeopard.comWhile thinking about CX do not ignore:1. Mobile-increasing prominence2. IT Stuff3. Privacy4. Legal-Brand Alignment5. Your People6. Trust Drivers and Deciders7. Creativity and innovation8. Generational issues9. Context Context ContextSaturday, 23 March 13
  115. 115. Zeopard.comCX ResourcesForresterTemkinCX MattersBeyond PhilosophyZeopard.comSaturday, 23 March 13
  116. 116. Zeopard.comWhat does all this mean for all of us?Saturday, 23 March 13
  117. 117. Zeopard.comZeopardLaw and ZepardSocial jennie@zeopard.comzeopardSaturday, 23 March 13
  118. 118. Zeopard.comFind Me:jennie@zeopard.comwww.zeopard.comLinkedIn: Jennie VickersSaturday, 23 March 13

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