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3 
THE CUSTOMER EXPERIENCE COMPANY 
DIGITAL STRATEGY AND CUSTOMER CENTRICITY 
- IT IS NOT ABOUT DIGITAL! 
21 NOVEMBER 2014
THERE’S AN AWFUL LOT OF HYPE AROUND 
DIGITAL, FROM MANY SOURCES. 
Paul Wilmot
EVERYONE TELLING US TO GO “DIGITAL”
LOTS OF COMPANIES DOING THIS, 
FOR EXAMPLE..
Source: 
Digital 
disrup3on 
-­‐ 
Harnessing 
the 
‘bang’, 
Deloie 
“The digital landscape moves very quickly. 
You need to stay ahead of developments and 
be sufficiently educated – or advised – to 
judge the difference between an important 
innovation and a fad.” 
“Consumer segments will become redundant 
as technology enables a level of 
personalisation that drills right down to the 
individual.” 
- Shawn Blackmore 
Source: Social Disruption – Harnessing the Bang, Deloitte
THE FASTEST GROWING BANK IN AUSTRALIA 
“The world had changed; we had seen a 
massive shift in technology’s capabilities, 
communications and trust. The key choice 
was how to work with these trends and 
respond in an uncertain world.” 
“Harnessing big data to develop offerings that 
are absolutely focussed on the evolving and 
constantly growing needs and desires of the 
customer.” 
- Alex Twigg 
Source: Social Distruption – Harnessing the Bang, Deloitte
CREATING THE MALL OF THE FUTURE 
“Digital storefronts, digital in-centre signage, 
click and collect hubs, wi-fi networks, 
frictionless car parking payment services, 
mobile food service apps and the searchable 
mall web platform that integrates retailers, 
helps shoppers find what they want.” 
“Business needs to get curious around 
technology and how it impacts customer 
behaviour. Get testing, get learning, and get 
close to the technological future. Define your 
competitive context and then imagine 
different scenarios for the future” 
- John Batistich 
Source: Social Disruption – Harnessing the Bang, Deloitte
DIGITAL SOLVING PROBLEMS AT 
STARBUCKS, TELSTRA AND AUSPOST
Company 
name 
-­‐ 
Project 
name 
1 
Decembe 
r 
2014 
Australia Post 
Digital Mailbox 
}}} 
2013 - an 
independent 
product
Re-branded myPost 
Digital Mailbox 2014 - 
just part of the myPost 
}}} 
products
BUT WHAT’S REALLY HAPPENING?
IT’S ABOUT EXPONENTIAL GROWTH; 
HERE’S AN EASIER WAY TO EXPLAIN
YOU ARE HERE
“I GOT A WEBSITE”
“I GOT MOBILE  SOCIAL MEDIA”
“I GOT BIG DATA”
“I CAN KEEP UP” 
2018
WHAT’S TRENDING UP, 
AND TRENDING DOWN?
GOING DOWN 
• Price of high-end 
technology solutions 
• Time-to-market 
• Brand projection 
• Attention span 
• Time to frustration 
GOING UP 
• Number of channels 
• Size of digital teams 
• Number of ideas 
• Information overload 
• Power of social 
• Prosuming
1. DIGITAL IS NOT THE ANSWER, SOLVE A REAL PROBLEM 
2. EXPONENTIAL PACE OF CHANGE 
3. CUSTOMER IS THE CONSTANT, UNDERSTAND THEM
VIABLE 
DESIRABLE 
FEASIBLE 
HAPPY CUSTOMERS 
HAPPY SHAREHOLDERS!
BEING COLLABORATIVE IS: 
1. FOCUSING ON WHAT YOU DO BEST 
2. ENGANGING CONVERSATION WITH USERS 
3. KEEP UP WITH CHANGE
THANK YOU 
RAJ MENDES 
raj.mendes@customerexperience.com.au

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Digital Strategy and Customer Centricity - It is not about digital!

  • 1. 3 THE CUSTOMER EXPERIENCE COMPANY DIGITAL STRATEGY AND CUSTOMER CENTRICITY - IT IS NOT ABOUT DIGITAL! 21 NOVEMBER 2014
  • 2. THERE’S AN AWFUL LOT OF HYPE AROUND DIGITAL, FROM MANY SOURCES. Paul Wilmot
  • 3. EVERYONE TELLING US TO GO “DIGITAL”
  • 4.
  • 5. LOTS OF COMPANIES DOING THIS, FOR EXAMPLE..
  • 6. Source: Digital disrup3on -­‐ Harnessing the ‘bang’, Deloie “The digital landscape moves very quickly. You need to stay ahead of developments and be sufficiently educated – or advised – to judge the difference between an important innovation and a fad.” “Consumer segments will become redundant as technology enables a level of personalisation that drills right down to the individual.” - Shawn Blackmore Source: Social Disruption – Harnessing the Bang, Deloitte
  • 7. THE FASTEST GROWING BANK IN AUSTRALIA “The world had changed; we had seen a massive shift in technology’s capabilities, communications and trust. The key choice was how to work with these trends and respond in an uncertain world.” “Harnessing big data to develop offerings that are absolutely focussed on the evolving and constantly growing needs and desires of the customer.” - Alex Twigg Source: Social Distruption – Harnessing the Bang, Deloitte
  • 8. CREATING THE MALL OF THE FUTURE “Digital storefronts, digital in-centre signage, click and collect hubs, wi-fi networks, frictionless car parking payment services, mobile food service apps and the searchable mall web platform that integrates retailers, helps shoppers find what they want.” “Business needs to get curious around technology and how it impacts customer behaviour. Get testing, get learning, and get close to the technological future. Define your competitive context and then imagine different scenarios for the future” - John Batistich Source: Social Disruption – Harnessing the Bang, Deloitte
  • 9. DIGITAL SOLVING PROBLEMS AT STARBUCKS, TELSTRA AND AUSPOST
  • 10.
  • 11.
  • 12. Company name -­‐ Project name 1 Decembe r 2014 Australia Post Digital Mailbox }}} 2013 - an independent product
  • 13. Re-branded myPost Digital Mailbox 2014 - just part of the myPost }}} products
  • 14. BUT WHAT’S REALLY HAPPENING?
  • 15. IT’S ABOUT EXPONENTIAL GROWTH; HERE’S AN EASIER WAY TO EXPLAIN
  • 17. “I GOT A WEBSITE”
  • 18. “I GOT MOBILE SOCIAL MEDIA”
  • 19. “I GOT BIG DATA”
  • 20. “I CAN KEEP UP” 2018
  • 21. WHAT’S TRENDING UP, AND TRENDING DOWN?
  • 22. GOING DOWN • Price of high-end technology solutions • Time-to-market • Brand projection • Attention span • Time to frustration GOING UP • Number of channels • Size of digital teams • Number of ideas • Information overload • Power of social • Prosuming
  • 23. 1. DIGITAL IS NOT THE ANSWER, SOLVE A REAL PROBLEM 2. EXPONENTIAL PACE OF CHANGE 3. CUSTOMER IS THE CONSTANT, UNDERSTAND THEM
  • 24. VIABLE DESIRABLE FEASIBLE HAPPY CUSTOMERS HAPPY SHAREHOLDERS!
  • 25. BEING COLLABORATIVE IS: 1. FOCUSING ON WHAT YOU DO BEST 2. ENGANGING CONVERSATION WITH USERS 3. KEEP UP WITH CHANGE
  • 26. THANK YOU RAJ MENDES raj.mendes@customerexperience.com.au