This is a summary of the first in a series of Customer Experience (CX or CE) events that we held on 7th May, Dublin in partnership with Graphic Mint. During this two hour working session, three people with deep experience of this area talked about how to plan for and manage an ongoing customer experience engagement that helps you achieve increased customer satisfaction and deliver commercial objectives. Siobhan Hennessy, Head of Customer Experience Management at Bank of Ireland explored her 10 key focal areas that ensure your CX programme is a success while Séamus T. Byrne, Director of CX at Graphic Mint and Dermot Casey, Principal of Near Future worked to map out and visualise a CX strategy and eco-system. You can sign up for future event notifications at www.cxdublin.com

1. Good Morning & Welcome
Thursday, 7th May 2015
Post Event Summary -
For details of future ones in the series see
www.cxdublin.com

2. Wifi: oracle123 Twitter: #CaptivateCX Website: CXDublin.com

3. Captivate CX: Programme
09:30 Dermot Casey, Principal at Near Future
Building a Roadmap for a Successful Customer Experience Strategy
10:10 Séamus Byrne, Director of Customer & User Experience at Graphic Mint
At Your Service! Making Customers Happier Through Experience Design
10:50 Siobhan Hennessy, Head of Customer Experience at Bank of Ireland
Delivering an Impactful Customer Experience Programme Across Complex
Organisations and Markets: The 10 Deadly Sins
11:30 Masterclass Concludes

4. 09:30 – Dermot Casey, Principal at Near Future
Building a Roadmap for a Successful Customer
Experience Strategy
The digital transformation of businesses is accelerating. Many companies
are disrupted by entirely predictable market changes they should have seen
and are being held back by not focussing on the capabilities customers are
demanding now and in the future.
Drawing on case studies and innovative practice this session will
concentrate on mapping and building your Customer Experience Strategy
and Vision. We’ll clarify the difference between Strategies, Missions, Visions.
We’ll help you cut through waffle of marketing plans that vaguely position
and distinguish the value of real customer experience-led approaches.
We’ll help you understand the gaps in your existing capabilities, where to
start your Customer-Led journey, and how to start building your roadmap for
delivery of a successful Customer Experience Strategy.

5. Building a Roadmap for a successful
Customer Experience Strategy
Dermot'Casey'
@dermotcasey'
Near'Future'

6. Emerge
Competitive Advantage / Profit
Commodity

8. Exercise

12. 10:10 – Séamus Byrne, Director of Customer & User
Experience at Graphic Mint
At Your Service! Making Customers Happier
Through Experience Design
Are your customers satisfied with your offering? Do you know what their
experiences with your business are like? What are the greatest obstacles
they face with using your products and services?
Great Customer Experiences stem from changing your point of view to how
your customers see the world. This is achieved by evaluating their journeys
across your business, understanding their goals, and solving issues with
empathy and good shopkeeping.
During this presentation Séamus Byrne from Graphic Mint will explain how
principles and best practices of Service Design, Customer Experience and
User Experience Design can be applied to transform to your business for the
better.

14. At your service...making customers happier through Experience Design: Séamus T. Byrne
At your service...
...making customers happier through
Experience Design.

15. At your service...making customers happier through Experience Design: Séamus T. Byrne
Experience Design
1. Experiences & Experience Design
2. Storytelling & Visualising Journeys

16. At your service...making customers happier through Experience Design: Séamus T. Byrne
Journey Mapping

17. At your service...making customers happier through Experience Design: Séamus T. Byrne
Service Mapping

18. 10:50 – Siobhan Hennessy, Head of Customer
Experience at Bank of Ireland
Delivering an Impactful Customer Experience
Programme Across Complex Organisations
and Markets: The 10 Deadly Sins
Through looking at best practices along with the application of more than 20
years working exclusively on customer experience and value proposition
programmes across 8 different household brands, Siobhan will bring us
through the pitfalls (and success factors) that contribute towards any company
really achieving their goal of moving the customer dial and delivering on their
brand promises.
This includes smaller quick win approaches that will accelerate results
along with longer term strategic deliverables.

20. Achieving a positive NPS in 2015 through delivery of our EASY initiatives
Customer
Experience
Strategy
Really Delivering
Customer
Experience Step
Change
The #10 Deadly Sins
Confidential - Red

21. Really understanding customers – no single measure to give
full answer
Customer
Understanding
CX Measure:
NPS/CSAT/TRI
M
Social Medial
monitoring
Operational
metrics:
SLs/First time
fix/Calls per
customer/Com
plaints
Complaints
Brand metrics:
Preference etc
Easy/Effort

22. The cost of negative experience
70% more in-bound calls
Formal Complaints 11 times higher
Double credits on bill
4 times higher customer turnover rate
0 1 2 543 6 7 8 9 10

23. CLARITY ON
STRATEGY
#5

26. Thank you for your
support...