3. Drivers
• Frictionless
• All in one place
• Know me
• Transparency
• Data enabled
• Agile, high velocity
• Inter-operable
• Intelligent
Losing touch
360 disruption
Customer demands Digital Capabilities
Unsustainable economics
The Boundary-less Landscape
4. When entering un-charted territory:
Shape an inspiring and daunting aspiration
Don’t “already listen” to your customers
Design-in success
Invest in EX, which always equals CX
Start a movement
Measure, measure, measure
6. SOURCE: McKinsey Customer Experience Practice
-40 20
80
-20
20
60 8040 1000
50
40
0
10
60
30
70
100
90
Competitor F
Client X
Competitor A
Competitor E
Competitor C
Competitor G
Competitor B
Competitor D
Market share growth rises with better experience
Customer satisfaction vs. market share growth
High correlation of customer satisfaction
and market share growth % = 0.97
Market share growth, Percent
HighLow
High
Low
20
90
70
100
60
50
40
30
80
2.0
0
1.5 3.0
10
2.51.00.50
Churn falls as experience improves
Customer satisfaction vs. monthly churn
Competitor G
Competitor F
Competitor A
Client X
Competitor B Competitor D
Competitor E
Competitor C
Almost perfect inverse correlation of
customer satisfaction and churn = -0.97
Churn, Monthly Percent
High
Low
High
Low
CX Drives Churn and Market Share Globally in All Industries
12. Winning on CX
• Technology trends & best practice
• Customer Research
• CX principles & vision
• CX Blueprint
• Prototype
• MVPs – test and learn
• Service blueprints
• Build underlying capabilities
Business units
assess the how
Digital Capability
identifies enablers
Designing the right journeys Delivering the right journeys
DEFINE PROTOTYPERESEARCH DEVELOP
Vision
compels the teams
… and how to achieve the mission.
13. “Designing-in” success
• Experience journeys to surprise and delight – no compromise
• Test and learn – don’t wait
• Embed targets in the business
• Track, track, track - product, process, and satisfaction
1. What the customer experiences through the journey
2. What the customer expects every step of the way
3. A visual representation of the experience & communications
4. Touchpoints- where & how customers interact with us
throughout
5. What the customer is feeling
6. Problems to solve
7. Mobilising teams
17. Hyper-personalised SocialSimple MeaningfulProactive
- Customer + 3rd party data
- Network intelligence
- Self-serve diagnoses
- Mobility-first strategy
- Product, content,
transactions
- All transactions digitalised
- Geo-localised offers
- Personalised rewards
- Relevant next activities and
recommendations
- Personalised look and
feel
- Tailored offers
- Product customiser
- Optus stadium app
- Real time contextualisation
Changing the game
18. Real time communications
“The reports of my death are
greatly exaggerated.”
Voice
Inspiring and Immersive
- Instant apps
- Lateral discovery
- Messaging
- Machine learning
- Interoperable CX: time,
place and context
- Digital humans
- Retail = Physical + Digital
- Beaconing
- EPL Fan Engagement + Social
- Optus Stadium experience
Changing the game
23. 23
Measuring success
• E2E customer journey map view is the “bible”
• Include s metrics that matter
JOURNEY MAP VIEW
• Collation and tracking of current pain points identified in
customer journey maps, CX Ops Forums, across
Product/Service teams
• Map against exiting initiatives and/or identify
gaps/opportunities to improve
PAIN POINT
REGISTER
• Collation of current customer sentiments and TNPS tracked
by the hour
• Deep dive into key insights when required
NPS DASHBOARD
25. When entering un-charted territory – WHAT WE’VE LEARNED SO FAR:
Shape an inspiring and daunting aspiration
Don’t “already listen” to your customers
Design-in success
Invest in EX, which always equals CX
Start a movement
Measure, measure, measure
We under-estimate what we are capable of
Customers are on your side
If we think CX is expensive, try not having it
Employees (we) absolutely know the score
We are Social beings
In God we Trust. Everyone else needs to bring data
26. “Television won't be able to hold on to any
market it captures after the first six months.
People will soon get tired of staring at a
plywood box every night.“
— Daryl F. Zanuck, 20th Century Fox
A final thought