Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field

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How clients and agencies can work together to improve the customer experience. Presented by Peyton Lindley, Executive Director, Experience Design at EffectiveUI, and Suzanne Hamill, VP of Interactive Design at Fidelity Investments, at Forrester Consumer Forum 2011.

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Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field

  1. 1. Relationships for the Customer Experience Age: Lessons From the Field Suzanne Hamill - VP, Interactive Design Chris Whitlock - Executive Creative Director Peyton Lindley - Executive Director, Experience Design. @telegrammatic #effectiveui @effectiveuiMonday, October 31, 2011
  2. 2. What We’re Working On (And Why)Monday, October 31, 2011
  3. 3. Why Are We Here?Monday, October 31, 2011
  4. 4. On Client-Agency Relationships:Monday, October 31, 2011
  5. 5. On Client-Agency Relationships: Client -Monday, October 31, 2011
  6. 6. relationship (n.) the way in which two or more people or organizations regard and behave toward each otherMonday, October 31, 2011
  7. 7. IS IT LIKE THIS? “Well Established Brand Seeks Hot Agency.”Monday, October 31, 2011
  8. 8. OR LIKE THIS? “Can’t We All Just Get Along?”Monday, October 31, 2011
  9. 9. What’s The Cost of a Bad Relationship?Monday, October 31, 2011
  10. 10. Monday, October 31, 2011
  11. 11. “Help! My client is texting me!”Monday, October 31, 2011
  12. 12. “Help! My client is texting me!”Monday, October 31, 2011
  13. 13. Ask: “How are we working?” in addition to... “What are we working on?”Monday, October 31, 2011
  14. 14. The “agency” model is changing.Monday, October 31, 2011
  15. 15. Not too long ago...Monday, October 31, 2011
  16. 16. So Where Is The Model Headed?Monday, October 31, 2011
  17. 17. EXTERNAL: NEW MODELS “One-Way Communication” CLIENT AGENCY CUSTOMERMonday, October 31, 2011
  18. 18. EXTERNAL: NEW MODELS CLIENT “Communication & Interpretation” CUSTOMER AGENCYMonday, October 31, 2011
  19. 19. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE MYSTERIOUS AND WONDERFUL “BLACK BOX” THINGS HAPPEN HERE APPROACH CUSTOMER RESULTS INSIGHT & [ANALYSIS & FINDINGS SYNTHESIS]Monday, October 31, 2011
  20. 20. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE MYSTERIOUS AND WONDERFUL “BLACK BOX” THINGS HAPPEN HERE APPROACH CUSTOMER RESULTS INSIGHT & [ANALYSIS & FINDINGS SYNTHESIS] CO-CREATED APPROACH CUSTOMER RESULTS INSIGHT & FINDINGS Customer Needs Workshop #1 Workshop #2 FrameworkMonday, October 31, 2011
  21. 21. So how do you change the conversation?Monday, October 31, 2011
  22. 22. Revolution (n.) -- a dramatic and wide-reaching change in the way something works or is organized or in peoples ideas about itMonday, October 31, 2011
  23. 23. THIS KIND OF REVOLUTION?Monday, October 31, 2011
  24. 24. OR THIS KIND?Monday, October 31, 2011
  25. 25. frameworks for dialogMonday, October 31, 2011
  26. 26. frameworks for dialog “helps me be strategic” “helps me make decisions” “helps me plug & chug”Monday, October 31, 2011
  27. 27. so what have we learned?Monday, October 31, 2011
  28. 28. space matters.Monday, October 31, 2011
  29. 29. space matters.Monday, October 31, 2011
  30. 30. space matters.Monday, October 31, 2011
  31. 31. space matters.Monday, October 31, 2011
  32. 32. space matters.Monday, October 31, 2011
  33. 33. facilitate, don’t dictate.Monday, October 31, 2011
  34. 34. co-creation and collaboration: “one team”Monday, October 31, 2011
  35. 35. leading by doing.Monday, October 31, 2011
  36. 36. have the right people [participating].Monday, October 31, 2011
  37. 37. don’t wait for a meeting.Monday, October 31, 2011
  38. 38. how can we make this sustainable?Monday, October 31, 2011
  39. 39. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING VISUAL DESIGNMonday, October 31, 2011
  40. 40. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING PROBLEM DEFINITION VISUAL DESIGNMonday, October 31, 2011
  41. 41. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING DESIGN FACILITATION PROBLEM DEFINITION VISUAL DESIGNMonday, October 31, 2011
  42. 42. thank you. questions?Monday, October 31, 2011

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