Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Customer experience:
The new marketing
mitchell_mackey@hotmail.com
+61 040279023
Mitchell Mackey
Marketing Director
Ansell...
Mitchell Mackey
Through my lens
2
My personal views
Not Ansell’s
Mitchell Mackey
14,000 people
$2bn in revenue
Global scope
A century old Australian company
Mitchell Mackey
More than condoms
Mitchell Mackey
Big in Medical & Industrial safety
Mitchell Mackey
All business is Human-2-Human
Mitchell Mackey
The boundaries are blurring
Mackey
1960s
Mainframe
Computing
1970s
Mini
Computing
1980s
Client
Server
Computing
1990s
Cloud
Computing
2000s
Mobile
Com...
Mitchell Mackey
9
Internet-native Business Technology
(B.T.) is rapidly changing the game
9
… not
contributing to
change &...
Mitchell Mackey
10
Digital disruption is about more than
just a technological shift. It is about
transforming business mod...
Mitchell Mackey
11
Biz-tech literacy is not optional
Enterprise
Cloud Computing
1960s
Mainframe
1980s
Client/Server
Today
Mackey
The customer
Marketing is now the primary actor
Mitchell Mackey
The transaction system is no longer
the primary, central system
Mitchell Mackey
The engagement system is pivotal: CRM
Mitchell Mackey
The experience must differentiate
Mitchell Mackey
16
Welcome to the new business era in
which your brand is defined by those who
experience it
Mitchell Mackey
17
BX: Brand experience
CX: Customer experience
UX: User experience
Mitchell Mackey
“No matter how much money you
spend on advertising, you can’t
convince customers that you provide
better e...
Mitchell Mackey
19
89% of marketers expect to compete primarily on
the basis of customer experience _ Gartner
By 2017, 50%...
Mitchell Mackey
20
What trajectory are you on?
3. Experience: outward-in
2. Service: brand focused
1. Product: inward-out
Mitchell Mackey
21
Who are our customers?
2)
Their
goals
3) Are we he helping
them accomplish
those goals?
1) Our
customers
Mitchell Mackey
Visit
brand
website
Read
blogs
Ask
peers
Trade
Show/
Retail
Google
competitors
Trial
product
Download
whit...
Mitchell Mackey
23
Mitchell Mackey
Are we able to deliver a consistent, personalized
experience to all of our customers across all platforms
...
Mitchell Mackey
25
Islands are everybody’s dream
Mitchell Mackey
26
Operating from different planets?
Sales & Marketing
Finance
HR
IT
Operations
The C suite & the Board
Mitchell Mackey
27
When promises are not delivered …
Mitchell Mackey
28
TV Print
&
radio
Shows
&
events
Email Web Social RetailCall
centre
Supply
chain
Sales Product
Making pr...
Mitchell Mackey
29
Great creative ideas remain vital
Powerful brands will
continue to be fuelled by
compelling ideas
Howev...
Mitchell Mackey
30
But is our corporate culture?
Mackey
Mitchell Mackey
32
Excel hell
Mitchell Mackey
33
Mitchell Mackey
34
Get the
change
formula
right
Mitchell Mackey
Leading Theory of Constraints
management consultant
Keep it simple
Mitchell Mackey
The three core questions
Mitchell Mackey
Take out the constraints
A constraint is any thing, object, person,
process or structure in an organizatio...
Mitchell Mackey
Enable flow
Mitchell Mackey
What they do online
What our customers’
transaction history tells us
What we know from Sales
via CRM
Inter...
Mitchell Mackey
40
Zero Moments of Truth
Obsess about winning the Zero Moments
Every “moment” counts
Mackey
What
about your
company?
Your customers,
employees,
and partners are
connected
Bridge the digital divide
Mitchell Mackey
42
The digital mindset’s impact on IT
Mitchell Mackey
Relevance
Clarity
Anxiety
DistractionUrgency
Fight the F.U.D. (Fear, Uncertainty & Doubt)
Mitchell Mackey
44
Fix the plane while it is
flying
If a project takes a
month, you'll hit the
target before it moves
If i...
Mitchell Mackey
Was it easy?
Mitchell Mackey
How much effort?
Mitchell Mackey
“It’s amazing how little discipline
companies have in their approach
to customer experience while at the
s...
Mitchell Mackey
48
The vast majority of websites suck
In 12 years only 45 of the 1500 websites
Forrester Research has subj...
Mitchell Mackey
49
Mitchell Mackey
50
Mitchell Mackey
51
Mitchell Mackey
52
Marketing and IT must merge
Mitchell Mackey
53
Mitchell Mackey
54
We ain’t seen nothing yet
Mobility
Wearables
Big & small data
Open APIs
The sharing economy
The Interne...
Mitchell Mackey
55
Mitchell Mackey
56
The essential truth
“The only sustainable competitive
advantage is knowledge of and
engagement with cus...
Mitchell Mackey
More likely to consider your brand
More likely to recommend
Willing to pay more!
_ Jack Morton 2013 Custom...
Mitchell Mackey
58
Don’t let fear hold you back
Mitchell Mackey
59
We are all experience makers & managers
Define a vision & mobilize: “make it easy”
Embrace digital tran...
Mitchell Mackey
60
The need for speed is real
Always be testing
Build, measure & learn
The fast will beat the slow
Mitchell Mackey
61
Mitchell Mackey
62
Mitchell Mackey
63
Thanks
Visit my blog at: www.mitchellmackey.com.au
Upcoming SlideShare
Loading in …5
×

Mitchell Mackey's customer experience is the new marketing - 2015

1,252 views

Published on

Presentation delivered at the event to mark the launch of Alex Allwood's Customer Experience is the Brand book.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Mitchell Mackey's customer experience is the new marketing - 2015

  1. 1. Customer experience: The new marketing mitchell_mackey@hotmail.com +61 040279023 Mitchell Mackey Marketing Director Ansell Limited www.mitchellmackey.com.au @mitchellmackey mitchell_mackey@hotmail.com
  2. 2. Mitchell Mackey Through my lens 2 My personal views Not Ansell’s
  3. 3. Mitchell Mackey 14,000 people $2bn in revenue Global scope A century old Australian company
  4. 4. Mitchell Mackey More than condoms
  5. 5. Mitchell Mackey Big in Medical & Industrial safety
  6. 6. Mitchell Mackey All business is Human-2-Human
  7. 7. Mitchell Mackey The boundaries are blurring
  8. 8. Mackey 1960s Mainframe Computing 1970s Mini Computing 1980s Client Server Computing 1990s Cloud Computing 2000s Mobile Computing 2010s Social Revolution & the Internet of Everything x 10x 100x 1,000x 10,000x 100,000x Technology is disrupting
  9. 9. Mitchell Mackey 9 Internet-native Business Technology (B.T.) is rapidly changing the game 9 … not contributing to change & growth,” “8 out of 10 dollars spent in IT is dead money …
  10. 10. Mitchell Mackey 10 Digital disruption is about more than just a technological shift. It is about transforming business models and how we engage
  11. 11. Mitchell Mackey 11 Biz-tech literacy is not optional Enterprise Cloud Computing 1960s Mainframe 1980s Client/Server Today
  12. 12. Mackey The customer Marketing is now the primary actor
  13. 13. Mitchell Mackey The transaction system is no longer the primary, central system
  14. 14. Mitchell Mackey The engagement system is pivotal: CRM
  15. 15. Mitchell Mackey The experience must differentiate
  16. 16. Mitchell Mackey 16 Welcome to the new business era in which your brand is defined by those who experience it
  17. 17. Mitchell Mackey 17 BX: Brand experience CX: Customer experience UX: User experience
  18. 18. Mitchell Mackey “No matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than you do,” _ Customer Experience advocate Bruce Temkin 18 You can’t fake it
  19. 19. Mitchell Mackey 19 89% of marketers expect to compete primarily on the basis of customer experience _ Gartner By 2017, 50% of product investment will be redirected to experience innovations _ Gartner By 2020, customer experience will overtake price & product as the key differentiator _ Walker Info Experience is the main game
  20. 20. Mitchell Mackey 20 What trajectory are you on? 3. Experience: outward-in 2. Service: brand focused 1. Product: inward-out
  21. 21. Mitchell Mackey 21 Who are our customers? 2) Their goals 3) Are we he helping them accomplish those goals? 1) Our customers
  22. 22. Mitchell Mackey Visit brand website Read blogs Ask peers Trade Show/ Retail Google competitors Trial product Download white paper Call Support Open email Attend webinar Talk to distributor I want to buy… How do I decide? Visit competitor website Meet Sales Ask boss Engagement is complex, not linear
  23. 23. Mitchell Mackey 23
  24. 24. Mitchell Mackey Are we able to deliver a consistent, personalized experience to all of our customers across all platforms and channels Are we anticipating our customers’ present and future needs, and do we have this historical data analyzed? Are our colleagues in other departments even working from the same single version of the customer truth? Can we adapt quickly enough?
  25. 25. Mitchell Mackey 25 Islands are everybody’s dream
  26. 26. Mitchell Mackey 26 Operating from different planets? Sales & Marketing Finance HR IT Operations The C suite & the Board
  27. 27. Mitchell Mackey 27 When promises are not delivered …
  28. 28. Mitchell Mackey 28 TV Print & radio Shows & events Email Web Social RetailCall centre Supply chain Sales Product Making promisesMaking promises Keeping promises … brand values are exposed
  29. 29. Mitchell Mackey 29 Great creative ideas remain vital Powerful brands will continue to be fuelled by compelling ideas However, they must be authentic And reinforced by consistent user experience patterns
  30. 30. Mitchell Mackey 30 But is our corporate culture?
  31. 31. Mackey
  32. 32. Mitchell Mackey 32 Excel hell
  33. 33. Mitchell Mackey 33
  34. 34. Mitchell Mackey 34 Get the change formula right
  35. 35. Mitchell Mackey Leading Theory of Constraints management consultant Keep it simple
  36. 36. Mitchell Mackey The three core questions
  37. 37. Mitchell Mackey Take out the constraints A constraint is any thing, object, person, process or structure in an organization that prevents the flow of value to the customer
  38. 38. Mitchell Mackey Enable flow
  39. 39. Mitchell Mackey What they do online What our customers’ transaction history tells us What we know from Sales via CRM Interactions captured online & via phone ERP Sales automation Customer Service Website management Distributor & end users Communities Customer defined experiences
  40. 40. Mitchell Mackey 40 Zero Moments of Truth Obsess about winning the Zero Moments Every “moment” counts
  41. 41. Mackey What about your company? Your customers, employees, and partners are connected Bridge the digital divide
  42. 42. Mitchell Mackey 42 The digital mindset’s impact on IT
  43. 43. Mitchell Mackey Relevance Clarity Anxiety DistractionUrgency Fight the F.U.D. (Fear, Uncertainty & Doubt)
  44. 44. Mitchell Mackey 44 Fix the plane while it is flying If a project takes a month, you'll hit the target before it moves If it takes a year … ? Get stuff done fast or not at all
  45. 45. Mitchell Mackey Was it easy?
  46. 46. Mitchell Mackey How much effort?
  47. 47. Mitchell Mackey “It’s amazing how little discipline companies have in their approach to customer experience while at the same time acknowledging it as both critical and broken,” _ Customer Experience advocate Bruce Temkin 47 Rhetoric without action
  48. 48. Mitchell Mackey 48 The vast majority of websites suck In 12 years only 45 of the 1500 websites Forrester Research has subjected to their website review methodology have recorded passing scores. That’s only 3%!
  49. 49. Mitchell Mackey 49
  50. 50. Mitchell Mackey 50
  51. 51. Mitchell Mackey 51
  52. 52. Mitchell Mackey 52 Marketing and IT must merge
  53. 53. Mitchell Mackey 53
  54. 54. Mitchell Mackey 54 We ain’t seen nothing yet Mobility Wearables Big & small data Open APIs The sharing economy The Internet of Things Machine learning Artificial intelligence
  55. 55. Mitchell Mackey 55
  56. 56. Mitchell Mackey 56 The essential truth “The only sustainable competitive advantage is knowledge of and engagement with customers _ Forrester Research’s Josh Bernoff.
  57. 57. Mitchell Mackey More likely to consider your brand More likely to recommend Willing to pay more! _ Jack Morton 2013 Customer Experience research, including 1000 Chinese customers Engaged customers are:
  58. 58. Mitchell Mackey 58 Don’t let fear hold you back
  59. 59. Mitchell Mackey 59 We are all experience makers & managers Define a vision & mobilize: “make it easy” Embrace digital transformation Strive for systematic, sustainable change Jointly own, with Sales, the revenue target Cultivate a dynamic, agile culture
  60. 60. Mitchell Mackey 60 The need for speed is real Always be testing Build, measure & learn The fast will beat the slow
  61. 61. Mitchell Mackey 61
  62. 62. Mitchell Mackey 62
  63. 63. Mitchell Mackey 63 Thanks Visit my blog at: www.mitchellmackey.com.au

×