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Rob Millar: Who Gives a $#@/ About Customers?

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Every organisation within the FTSE 250 and beyond has the phrase “putting the customer at the centre of our business” yet, the vast majority have no idea what that means. This talk aims to increase confusion and provide a smokescreen to hide corporate incompetence.

Robob Millar, Managing Director, Comotion Consulting Ltd spoke at The Digital Leaders Trends Briefing on the 24th September 2015.

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Rob Millar: Who Gives a $#@/ About Customers?

  1. 1. Who gives a [please insert word] about customers?
  2. 2. 2
  3. 3. 3 • 31 million men / 5 million women in 46 countries • $200M potential IPO of sin stock • Hacker group Impact Team stole and published client data online over the summer • Analysis by Gizmodo suggested <1% were actually real women • Unconfirmed suicides, extortion claims and numerous litigation start-ups
  4. 4. 4 Hard Drive Productions 2010
  5. 5. 5 Core wants AdulteryAdult content
  6. 6. 6 Core needs ? ? Anonymity
  7. 7. 7 Why is this important? Core needsCustomer
  8. 8. 8 The world has changed
  9. 9. 9 Insurance in the 1970’s
  10. 10. 10 Insurance in the 2010’s
  11. 11. 11 to Customer led Product led
  12. 12. 12 Customer led
  13. 13. 13 Customer centred
  14. 14. 14 Putting the customer at the heart of the business
  15. 15. 15 But what is it? NPS Scores Smiling New Product Development CulturalChange Incentive Structures Champions & Evangelists Leadership Service Design Agility Brand Values TargetOperatingModel Prototyping Journey Mapping VoiceoftheCustomer Employee engagement
  16. 16. 16 Are there really any benefits?
  17. 17. 17 How do you do it? Insight Culture There are six key areas that companies need to focus on to deliver a true customer-led offer.
  18. 18. 18 The six elements Insight Culture The ability to create a plan of action agreed by the business to deliver to set of of customer- focused goals.
  19. 19. 19 The six elements Insight Culture The ability to gather, analyse & communicate client information that deepens employee understanding of / empathy with the customer and drives decision making.
  20. 20. 20 The six elements Insight Culture The ability to create new products, services and experiences across channels based on customer insight.
  21. 21. 21 The six elements Insight Culture The ability to deliver the experience, products and services you design into the market. It is also the ability to deliver change into your organisation.
  22. 22. 22 The six elements Insight Culture The ability to develop a set of shared values, principles and beliefs that will guide the business towards an agreed vision. The ability to communicate this vision externally.
  23. 23. 23 The six elements Insight Culture The ability to use metrics to understand how your operations support delivery of the strategic objectives of the organisation.
  24. 24. 24 Case studies – CitizenM
  25. 25. 25 Case studies – CitizenM
  26. 26. 26 Case studies – Virgin Media Operational • Stop doing dumb things to your customers • Fixes will improve things for about 3/4 years Relationship • How do you make the organisation work end to end for the customer • These fixes are right across the organisation Cultural • When you become truly customer-centric • ‘One day we stopped talking about selling mortgages and started to talk about people moving house’
  27. 27. 27 Case studies – Virgin Media
  28. 28. 28 Case studies – Spotlight
  29. 29. 29 Why do you care?
  30. 30. 30 For the brands in the room 1. Digital driven transformation 2. Acting as the path finder for the organisation 3. CDO to CCO
  31. 31. 31 For the agencies in the room 1. Understand your role and how you link beyond digital 2. Create a common language 3. Build your eco-system
  32. 32. 32 Thank you

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