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CXSURVIVAL
OFTHEFITTEST
HOWDIGITALCANWINBACK
THECOMPETITIVEADVANTAGE.
@precedentcomms | #precsem
USEREXPERIENCE
CUSTOMER
EXPERIENCE
Whyarewe
here?
MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
DIGITALSTRATEGY
DIGITALTRANSFORMATION
CUSTOMEREXPERIENCE
WEBSITES,TABLET&MOBILE
26YEARS
100EXPERTSINDESIGN,TECH,
STRATEGY&UX
6LOCATIONS
EVERY ORGANISATION
STARTSOUTBYMEETING
THENEEDSOFITSAUDIENCES.
TIME GOES ON.
NEEDS CHANGE.
EVERY ORGANISATION
STARTSOUTBYMEETING
THENEEDSOFITSAUDIENCES.
Whatdowe
need?
Physiological
Safety
Love / belonging
Esteem
Self-actualisation
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
MEETS NEEDS
“I accomplished my goal”
EASY
“I didn’t have to try hard”
ENJOYABLE
“I feel good about that”
Peoplehaverationaland
emotionalneeds
Let’sgetphygital
WHILE YOU WERE
OUT…
Peoplenolongerseparate
physicalanddigital
Hmm, I need a
savings account
As a new parent, I want to save money,
so that I can have enough put aside for
when my son goes to university.
Itisimpossibletoengagesomeoneif
youdon’tknowwhat’smotivating
them.
Advocacy
Wordofmouthisthemostdisruptiveforcein
marketing,andtheprimaryfactorbehind20to
50percentofallpurchasingdecisions.
Youdon’tneed
customers…
Youdon’tneed
customers,youneed
advocates.
1. Needschange
2. Rationalandemotional
3. Convergence
4. Motivation
5. Advocacy
5 KEY POINTS
Peoplewillforgetwhatyousaid,
peoplewillforgetwhatyoudid,
butpeoplewillneverforgethowyou
madethemfeel.
Maya Angelou
OUR SUPPORTERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N
T H E T R U T H
OUR SUPPORTERS
ARE DISSATISFIED.
”
✱ They can’t get involved easily.
✱ They can’t find their way around.
✱ They feel out of their depth.
✱ They think the qua...
HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’ NEED
Toadaptandprovidetrulygreat
customerexperiences,youmustlook
internallyaswellasexternally.
TobeincontroloftheCustomer
Experience,youneedtobeincontrolof
boththeorganisationalandexperiential
levels.
CULTURE
ANALYSIS
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOWYOUMEETBASICNEEDS
RATIONAL
• Anot-for-profitorganisationconnectingblindandsightedpeopleallover
theworldvialivevideoconnection
• Allowssightedpeopleto...
RATIONAL
1. Design with the user in mind
2. Prototype, test, refine, repeat
3. Be consistent
4. Innovate
EXCEEDINGEXPECTATIONSAND
DELIGHTINGCUSTOMERS
EMOTIONAL
46% OF PEOPLE STOPPED
USING SUNBEDS
EMOTIONAL
1. Identify your personality
2. Personalise the experience
3. Delight
4. Encourage advocacy
HOW FIT ARE YOU
TO SURVIVE CHANGE?
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
10STEPGUIDETO
BETTERCX
LISTEN TO YOUR CUSTOMERS1
VISUALISE THE CUSTOMER EXPERIENCE
2
MEASURE AND ANALYSE THE
CUSTOMER EXPERIENCE3
SET GOALS4
5 BU...
EVANGELISE6
IDENTIFY THE PROBLEM AREAS7
FIX ONE PROBLEM AT A TIME8
CONTINUAL IMPROVEMENT9
10
DON’T STOP LISTENING TO YOUR ...
@lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
precedent.com/cx
Thankyou
Anyquestions?
MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what el...
27 October 2016
London
#charitydigital
Digital
conference
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
Delivering great customer experience through digital | Digital conference | 27 October 2016
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Delivering great customer experience through digital | Digital conference | 27 October 2016

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Cory Hughes, director, digital experience and strategy, Precedent

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Delivering great customer experience through digital | Digital conference | 27 October 2016

  1. 1. CXSURVIVAL OFTHEFITTEST HOWDIGITALCANWINBACK THECOMPETITIVEADVANTAGE. @precedentcomms | #precsem
  2. 2. USEREXPERIENCE
  3. 3. CUSTOMER EXPERIENCE
  4. 4. Whyarewe here?
  5. 5. MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED.
  6. 6. DIGITALSTRATEGY DIGITALTRANSFORMATION CUSTOMEREXPERIENCE WEBSITES,TABLET&MOBILE
  7. 7. 26YEARS 100EXPERTSINDESIGN,TECH, STRATEGY&UX 6LOCATIONS
  8. 8. EVERY ORGANISATION STARTSOUTBYMEETING THENEEDSOFITSAUDIENCES.
  9. 9. TIME GOES ON. NEEDS CHANGE. EVERY ORGANISATION STARTSOUTBYMEETING THENEEDSOFITSAUDIENCES.
  10. 10. Whatdowe need?
  11. 11. Physiological Safety Love / belonging Esteem Self-actualisation
  12. 12. TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
  13. 13. MEETS NEEDS “I accomplished my goal” EASY “I didn’t have to try hard” ENJOYABLE “I feel good about that”
  14. 14. Peoplehaverationaland emotionalneeds
  15. 15. Let’sgetphygital
  16. 16. WHILE YOU WERE OUT…
  17. 17. Peoplenolongerseparate physicalanddigital
  18. 18. Hmm, I need a savings account
  19. 19. As a new parent, I want to save money, so that I can have enough put aside for when my son goes to university.
  20. 20. Itisimpossibletoengagesomeoneif youdon’tknowwhat’smotivating them.
  21. 21. Advocacy
  22. 22. Wordofmouthisthemostdisruptiveforcein marketing,andtheprimaryfactorbehind20to 50percentofallpurchasingdecisions.
  23. 23. Youdon’tneed customers…
  24. 24. Youdon’tneed customers,youneed advocates.
  25. 25. 1. Needschange 2. Rationalandemotional 3. Convergence 4. Motivation 5. Advocacy 5 KEY POINTS
  26. 26. Peoplewillforgetwhatyousaid, peoplewillforgetwhatyoudid, butpeoplewillneverforgethowyou madethemfeel. Maya Angelou
  27. 27. OUR SUPPORTERS ARE DISLOYAL. ” T H E P E R C E P T I O N
  28. 28. T H E T R U T H OUR SUPPORTERS ARE DISSATISFIED. ”
  29. 29. ✱ They can’t get involved easily. ✱ They can’t find their way around. ✱ They feel out of their depth. ✱ They think the quality is poor. ✱ They don’t feel valued or listened to. So they give up. So they become frustrated. So they don’t share content with their peers. So they don’t respond to new campaigns. So they never come back.
  30. 30. HOW DO YOU ADAPT TO YOUR CUSTOMERS’ NEED
  31. 31. Toadaptandprovidetrulygreat customerexperiences,youmustlook internallyaswellasexternally.
  32. 32. TobeincontroloftheCustomer Experience,youneedtobeincontrolof boththeorganisationalandexperiential levels.
  33. 33. CULTURE ANALYSIS
  34. 34. CULTURE ANALYSIS RATIONAL EMOTIONAL
  35. 35. HOWYOUMEETBASICNEEDS RATIONAL
  36. 36. • Anot-for-profitorganisationconnectingblindandsightedpeopleallover theworldvialivevideoconnection • Allowssightedpeopletoparticipateincasual‘micro-volunteering’ • Designedtoleveragetheaccessibilityfeaturesavailable onApple’s iPhone,including theuseoftheVoiceOverfeature
  37. 37. RATIONAL 1. Design with the user in mind 2. Prototype, test, refine, repeat 3. Be consistent 4. Innovate
  38. 38. EXCEEDINGEXPECTATIONSAND DELIGHTINGCUSTOMERS EMOTIONAL
  39. 39. 46% OF PEOPLE STOPPED USING SUNBEDS
  40. 40. EMOTIONAL 1. Identify your personality 2. Personalise the experience 3. Delight 4. Encourage advocacy
  41. 41. HOW FIT ARE YOU TO SURVIVE CHANGE?
  42. 42. RATING YOUR CX FITNESS LEVEL: ENDANGERED CONTENDER CHAMPIONEXPOSED
  43. 43. 10STEPGUIDETO BETTERCX
  44. 44. LISTEN TO YOUR CUSTOMERS1 VISUALISE THE CUSTOMER EXPERIENCE 2 MEASURE AND ANALYSE THE CUSTOMER EXPERIENCE3 SET GOALS4 5 BUILD A TEAM
  45. 45. EVANGELISE6 IDENTIFY THE PROBLEM AREAS7 FIX ONE PROBLEM AT A TIME8 CONTINUAL IMPROVEMENT9 10 DON’T STOP LISTENING TO YOUR CUSTOMERS
  46. 46. @lindzeiy @precedentcomms #precsem PRECEDENT.COM/CX precedent.com/cx
  47. 47. Thankyou
  48. 48. Anyquestions?
  49. 49. MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED.
  50. 50. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  51. 51. 27 October 2016 London #charitydigital Digital conference

Cory Hughes, director, digital experience and strategy, Precedent Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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