SlideShare a Scribd company logo
11
Jessica Douglas
Partner, IBM Interactive Experience, Financial Services, Europe
Reinventing Customer Experience
22
1990s 2010s
Shifting expectations
33
What is happening
in markets
Capabilities for
success
Some useful
approaches
Let me tell you a
story…
4
The market
has changed “The customer is now at
the heart of the
boardroom”
IBM c-suite study, 2013
“Prepare for digital disruption”
Forrester, 2012
“The individual-centred
economy is already here”
IBM Digital Reinvention paper, 2014
From…
to…
“Digital revolution will affect every
stage of the customer lifecycle and
every aspect of your business”
Forrester, 2014
5
3
“The last, best
experience
that anyone has
anywhere
becomes the minimum
expectation for the
experiences they
want everywhere.”
6
transcends
channel
experience
industry
7
76%
of consumers
today
expect
organisations to
understand their
individual needs
IBM, Institute for BusinessValue,2014
88
The traditional
boundaries are
dead.
The focus is now on
Human-to-Human
interactions.
Experience is the
new competitive
battleground
99
Waves of innovation
1010
1111
1212
1313
Simple definitions
Innovation vs Disruption
The action or process of innovating
The introduction of new things, ideas or ways of
doing something
Innovation involves deliberate application of information,
imagination and initiative in deriving greater or different values
from resources, and
includes all processes by which new ideas are generated and
converted into useful products and services to further satisfy the
needs and expectations of customers.
A situation in which it is difficult for something to
continue in the normal way; the act of stopping
something from continuing in the normal way.
Disruption displaces an existing market, industry, or
technology and produces something new and more Efficient
and worthwhile.
Creating new things that have meaning and value
Capturing new markets by embracing new technologies and
adopting new business models
DISRUPTIONINNOVATION
1414
The traditional
boundaries are
dead.
The focus is now on
Human-to-Human
interactions.
Disruption is the
new normal
15
Bleeding edge
innovation
Embedding
innovation into
their organisation
Maintaining an
edge over the
competition
Opening up new
revenue streams
through digital
Companies that do
not embrace this face
failure
16
70%
of Fortune 1000
companies in
2004
do not exist todayGartner 2014
1717
What is happening
in markets
Capabilities for
success…
…and some useful
approaches
Let me tell you a
story…
1818
Strategic Capabilities
Innovation as a
Capability
Ecosystem
Relationships
Customer
Experience
Obsession
SimplicityEmpowered
Employees
19
Design is not just what it
looks like & feels like.
Design is how it works.
- Steve Jobs
20
IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation
This is not a user experience
2
0
21
IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation
This is a user experience
22
22
Insight Informs Experience
Experience Transcends Channel...
23
2
3
Take2minutes&
designavase
designabetterwayfor
peopletoenjoyflowersin
theirhome
24
Design
a vase
Design a better way for
people to enjoy flowers
in their home
Product or Task Focused Experience Focused
2525
IBM Design Thinking
We use IBM Design Thinking as a human-centered Framework for moving from design to operations
Understand and
develop empathy for
users
Explore the process of
generating potential solutions
for your users’ problems
Evaluate and decide
whether to move forward
with an idea or generate
alternate solutions
Prototype ideas
as concrete
experiences
26
Ecosystem Partners
Startups,
Incubators & VC
Competition
Industry &
Government
Research
Partners Business
Academic
27
The typical innovation journey
Smart innovation boils down to these steps…
Understand Ideate Create Deliver and Build
Strategic options
Map business goals against any gaps in
the business offerings to identify where
the focus of innovation should be.
Know what successful ideas look like.
Capturing & Prioritize ideas
Capture ideas that challenge business goals
and ambitions. Identify which ideas to purse
and develop into deep innovations.
Bring in deep innovative thinkers to
drive ideas from solutions to real
innovations that have the ability to
change the market.
Develop innovations
Build prototypes fast and using
existing APIs and technologies
that are built for scale.
Build Prototypes
Test
Prototype ideas, test and critically review
them to create a system to guide
innovating. Identify relevant KPIs and
metrics for success.
Pilot
Borrow practices from the
start up world and pilot the
ideas that meet your needs.
2828
What is happening
in markets
Capabilities for
success…
…and some useful
approaches
Let me tell you a
story…
29
Mobile as part of integrated
platform design
26
30
Banking Reinvented
27
InsightInsightInsightInsight
Provide project leadership and governance through a flexible
development approach. Ensure the customer is at the heart of the
solution through the lifecycle. Actively manage different resources
to unite under One Team working towards a common goal.
IdeaIdeaIdeaIdea
Leverage IBM’s Accelerated Visioning to map out as-is and to-be
customer journeys. Ensure continued customer input and a
flexible approach to design and development
ImpactImpactImpactImpact
15.000 man-days worth of business critical change over 18
months. The award-winning app was downloaded over 50.000
times after 2 weeks on Appstore and has contributed towards
Nationwide being named “Best Online Banking Provider” and
“Best Overall Online Provider” in the Your Money Direct Awards
2013
31
Helping to make saving simple
Best User Experience Finalists
28
32
33
First UK bank to have a
smartwatch enabled
mobile banking app
Fitting banking to member’s lifestyles
29
3434
Wimbledon
Extend your ecosystem to create richer and more compelling customer experiences
The Official Wimbledon iPhone and
Android apps provide
comprehensive mobile coverage of
The Championships through live
scores and results, news, live blog,
photos, live video and radio, video
highlights and much more.
Re-designed for 2014, these visually
engaging apps have Wimbledon
imagery at their heart, coupled with
a clean and simple user experience
that makes the most of each
platform.
The new apps are rich in content;
the personalization functionality
provides the user with easy access
to what they are most interested in,
giving them a truly unique individual
Wimbledon experience.
Using MessageSight communication
messaging solution to push updates
to apps in a few seconds vs 30 secs
for score updates in 2014
3535
IBM Interactive Experience
How IBM is willing to shake the market
3636
IBM Interactive Experience
Introduction video
3737
Thank you!
Please do ask any questions

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ISDC_2015_Jessica Douglas_Reinventing Customer Experience

  • 1. 11 Jessica Douglas Partner, IBM Interactive Experience, Financial Services, Europe Reinventing Customer Experience
  • 3. 33 What is happening in markets Capabilities for success Some useful approaches Let me tell you a story…
  • 4. 4 The market has changed “The customer is now at the heart of the boardroom” IBM c-suite study, 2013 “Prepare for digital disruption” Forrester, 2012 “The individual-centred economy is already here” IBM Digital Reinvention paper, 2014 From… to… “Digital revolution will affect every stage of the customer lifecycle and every aspect of your business” Forrester, 2014
  • 5. 5 3 “The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere.”
  • 7. 7 76% of consumers today expect organisations to understand their individual needs IBM, Institute for BusinessValue,2014
  • 8. 88 The traditional boundaries are dead. The focus is now on Human-to-Human interactions. Experience is the new competitive battleground
  • 10. 1010
  • 11. 1111
  • 12. 1212
  • 13. 1313 Simple definitions Innovation vs Disruption The action or process of innovating The introduction of new things, ideas or ways of doing something Innovation involves deliberate application of information, imagination and initiative in deriving greater or different values from resources, and includes all processes by which new ideas are generated and converted into useful products and services to further satisfy the needs and expectations of customers. A situation in which it is difficult for something to continue in the normal way; the act of stopping something from continuing in the normal way. Disruption displaces an existing market, industry, or technology and produces something new and more Efficient and worthwhile. Creating new things that have meaning and value Capturing new markets by embracing new technologies and adopting new business models DISRUPTIONINNOVATION
  • 14. 1414 The traditional boundaries are dead. The focus is now on Human-to-Human interactions. Disruption is the new normal
  • 15. 15 Bleeding edge innovation Embedding innovation into their organisation Maintaining an edge over the competition Opening up new revenue streams through digital Companies that do not embrace this face failure
  • 16. 16 70% of Fortune 1000 companies in 2004 do not exist todayGartner 2014
  • 17. 1717 What is happening in markets Capabilities for success… …and some useful approaches Let me tell you a story…
  • 18. 1818 Strategic Capabilities Innovation as a Capability Ecosystem Relationships Customer Experience Obsession SimplicityEmpowered Employees
  • 19. 19 Design is not just what it looks like & feels like. Design is how it works. - Steve Jobs
  • 20. 20 IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation This is not a user experience 2 0
  • 21. 21 IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation This is a user experience
  • 24. 24 Design a vase Design a better way for people to enjoy flowers in their home Product or Task Focused Experience Focused
  • 25. 2525 IBM Design Thinking We use IBM Design Thinking as a human-centered Framework for moving from design to operations Understand and develop empathy for users Explore the process of generating potential solutions for your users’ problems Evaluate and decide whether to move forward with an idea or generate alternate solutions Prototype ideas as concrete experiences
  • 26. 26 Ecosystem Partners Startups, Incubators & VC Competition Industry & Government Research Partners Business Academic
  • 27. 27 The typical innovation journey Smart innovation boils down to these steps… Understand Ideate Create Deliver and Build Strategic options Map business goals against any gaps in the business offerings to identify where the focus of innovation should be. Know what successful ideas look like. Capturing & Prioritize ideas Capture ideas that challenge business goals and ambitions. Identify which ideas to purse and develop into deep innovations. Bring in deep innovative thinkers to drive ideas from solutions to real innovations that have the ability to change the market. Develop innovations Build prototypes fast and using existing APIs and technologies that are built for scale. Build Prototypes Test Prototype ideas, test and critically review them to create a system to guide innovating. Identify relevant KPIs and metrics for success. Pilot Borrow practices from the start up world and pilot the ideas that meet your needs.
  • 28. 2828 What is happening in markets Capabilities for success… …and some useful approaches Let me tell you a story…
  • 29. 29 Mobile as part of integrated platform design 26
  • 30. 30 Banking Reinvented 27 InsightInsightInsightInsight Provide project leadership and governance through a flexible development approach. Ensure the customer is at the heart of the solution through the lifecycle. Actively manage different resources to unite under One Team working towards a common goal. IdeaIdeaIdeaIdea Leverage IBM’s Accelerated Visioning to map out as-is and to-be customer journeys. Ensure continued customer input and a flexible approach to design and development ImpactImpactImpactImpact 15.000 man-days worth of business critical change over 18 months. The award-winning app was downloaded over 50.000 times after 2 weeks on Appstore and has contributed towards Nationwide being named “Best Online Banking Provider” and “Best Overall Online Provider” in the Your Money Direct Awards 2013
  • 31. 31 Helping to make saving simple Best User Experience Finalists 28
  • 32. 32
  • 33. 33 First UK bank to have a smartwatch enabled mobile banking app Fitting banking to member’s lifestyles 29
  • 34. 3434 Wimbledon Extend your ecosystem to create richer and more compelling customer experiences The Official Wimbledon iPhone and Android apps provide comprehensive mobile coverage of The Championships through live scores and results, news, live blog, photos, live video and radio, video highlights and much more. Re-designed for 2014, these visually engaging apps have Wimbledon imagery at their heart, coupled with a clean and simple user experience that makes the most of each platform. The new apps are rich in content; the personalization functionality provides the user with easy access to what they are most interested in, giving them a truly unique individual Wimbledon experience. Using MessageSight communication messaging solution to push updates to apps in a few seconds vs 30 secs for score updates in 2014
  • 35. 3535 IBM Interactive Experience How IBM is willing to shake the market
  • 37. 3737 Thank you! Please do ask any questions