CX: Survival of the Fittest - 19th May 2015 London

PRECEDENT LONDON
MAY 19th 2015
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
CX SURVIVAL
OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL

WHAT IS
CX vs UX?

WHY DO
WE EXIST?

HIERARCHY OF
HUMAN NEEDS:

HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING

WHY DO
YOU EXIST?

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”

DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX

26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.

EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.

OUR CUSTOMERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N

OUR CUSTOMERS
ARE DISSATISFIED.
”
T H E T R U T H

✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

✱ So they don’t refer you.
So they write bad reviews.
T H E T R U T H

✱ So they write bad reviews.
T H E T R U T H

✱ So they don’t share online.
T H E T R U T H

✱ So they don’t respond to new offers.
T H E T R U T H

✱ So they don’t respond to new offers.
✱ So they never come back.
T H E T R U T H

OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
T H E T R U T H

HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.

CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.

HOW FIT ARE YOU
TO SURVIVE CHANGE?

RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED

HOW TO
CAREWITH DIGITAL

IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E

START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E

“ To provide our customers
with the most convenient
access to media entertainment.”
W H Y D O Y O U E X I S T ?

“ To link individuals
with art and history.”

“ To let people belong anywhere.”

“ To create value for our users.”

“ To be the voice of British doctors.”

START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.

ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
C A R E
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys
4. Prototype new features: Build, deploy, test, enhance

IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E

€3,5K SET-UP =
€80K SALES PER WEEK

7% SALES INCREASE
WITH YOUNG ADULTS

IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.

EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
C A R E
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms
4. Social tests: Uncover opps & trial new features

IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E

IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
C A R E
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.

CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
C A R E
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. New social offering: Functionality or service
4. Innovate the offering: Brand new digital services

IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E

HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E

“ To be the most magical
place on earth.”

“ To win the fight against
heart disease.”

HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.

CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
4. Communities & loyalty: Programmes for ambassadors
C A R E

BUT WHAT
DOES IT
ALL MEAN?

PRECEDENT.COM/CX
PRECEDENT.COM/CX

QUESTIONS &
THANK YOU.

CX: Survival of the Fittest - 19th May 2015 London

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CX: Survival of the Fittest - 19th May 2015 London