It was a pleasure to present at the 2017 Microsoft Summit on the 'New Rules of Customer Experience'. The big takeaway? We need to drag analytics out of the shadows, from a back-office function that reports, segments and models, to a front-office capability embedded at the very centre of the customer experience.

1. Will Kingston
PwC Customer Strategy Consultant
The new rules of customer
experience
Microsoft Summit 2017
November 2017

2. PwC's Experience Centre
Make no mistake, ‘customer’ is everywhere…
“I'm excited about what the
future holds as we continue
to build on this new era of
customer service delivery in
the public sector”
“Every day we are
saying, ‘how can we keep
the customers happy?’”
“If we are doing our job
well, then people will
come to Facebook to
consume a lot of
content”
“I stand for the
customer!”
“Put the customer
first”

3. PwC's Experience Centre
…but no one really knows what to do about it.
3
Customer advocacy tools and
customer measurement metrics
used to be ‘enough’ to be
customer-centric…
…but an unprecedented
speed of change…
…is completely reimagining
the customer experience.
Adaptive marketing Optimised analytics
ChatbotsNetworked supply chain

4. PwC's Experience Centre
Enter the ‘Intelligent Experience Economy’
4
1964 System/360
1990 System/390
1969 ARPANET
1999 Salesforce.com
2006 AWS
2008
iPhone
Public Cloud
Mainstream
1999 IoT M2M
2010 Self
Driving
Car
2007 IBM
Deep Blue
1997
Big
Data
AI
Quantum
Computing
Today
2015
Google
DeepMind
/ AlphaGo
2006 Facebook
2016 NASA uses first
Quantum computer
Access / Convenience / Transactional Intelligence
‘The
intelligent
experience
economy’

5. PwC's Experience Centre 5
So how do we move from the
‘why’ to the ‘how’

6. PwC's Experience Centre 6
After speaking to over 500
customer leaders, we
uncovered five strategies to
execute a customer strategy at
scale across the organisation

7. PwC's Experience Centre
1. Bring analytics out of the shadows
2. Make the customer journey your new value chain
3. Ignite the core!
4. Let the CCO drive CX change
5. Connect CX measurement to real value
7
The new rules of CX

8. PwC's Experience Centre
Bring
analytics
out of the
shadows
8
Only 22%of
organisations think that
customer data analytics is the
most important capability to
help them achieve their
customer vision…
Source: A commissioned study conducted by Forrester Consulting on behalf of PwC, September 2016
Base: 507 global leaders responsible for customer experience initiatives at their organizations

9. PwC's Experience Centre
From the back-office to the front-office
9
Analytics needs to shift from the back-office to the front office. From reporting and modelling,
to embedding AI in the customer experience.
Example: WeChat has
stitched together the
ecosystem between the
consumer and brands
Example: The P2P insurer
Lemonade engages with
customers via an AI-
powered virtual assistant
called Maya
Example: The Association of
British Insurers has developed
a ‘pensions dashboard’ that
collates information from
insurers and wealth managers
Experience ownership
How?
Data aggregation and
partnering
Conversational
experiences

10. PwC's Experience Centre 10
So what?
Microsoft
DisruptorsPartners
Offer value at
new points in
the value
chain
Make AI-
engagement
natural
Think multi-
sensory
experiences

11. PwC's Experience Centre
Make the
customer
journey your
new
organisational
value chain
11
Only 22%of
organisations think that
customer data analytics is the
most capability to help them
achieve their customer
vision…
Only 13%of organisations
are organised around the
customer journey…
Source: A commissioned study conducted by Forrester Consulting on behalf of PwC, September 2016
Base: 507 global leaders responsible for customer experience initiatives at their organizations

12. PwC's Experience Centre
A customer-centric value chain
12
Organisations need to reshape the organisation around the customer journey, from ways of
working to the operating model.
Example: USAA has
organised its business
around life events like
getting married, retiring and
having kids
Example: Australian insurer
IAG has created a customer
journey that cuts across all of
its products, customer
segments and geographic
territories
Example: Emirates has
reimagined the end-to-end
customer journey
Life events focus
How?
Measure journeys, not
touchpoints
Enterprise-wide
journeys

13. PwC's Experience Centre 13
So what?
Microsoft
DisruptorsPartners
Have a “back-
end that
facilitates the
rich fabric”
Embrace digital
democratisation
Redefine
service
delivery
around the
customer

14. PwC's Experience Centre
Ignite the
core!
14
Only 22%of
organisations think that
customer data analytics is the
most capability to help them
achieve their customer
vision…
43% of organisations
don’t educate employees
about customers, their CX
vision and the ecosystem that
delivers it
Source: A commissioned study conducted by Forrester Consulting on behalf of PwC, September 2016
Base: 507 global leaders responsible for customer experience initiatives at their organizations

15. PwC's Experience Centre
Customer-centricity starts with your people
15
Innovation hubs, CX teams, digital labs are just the start. The real test is how to ignite the core
of the organisation – the front, middle and back office – around the customer.
Example: ANZ is moving its
entire organisation towards
an ‘agile delivery model’
Example: Microsoft is
introducing new roles for a
new era, like poets to
improve conversational
experiences
Example: Kensho
Technologies’ AI-powered
platform enables wealth
managers
Agile delivery
How?
Augmented intelligence Creative + Rational

16. PwC's Experience Centre 16
So what?
Microsoft
DisruptorsPartnersEmbrace
Microsoft 365
(plug alert!)
Move
innovation
from the
periphery
Augment
your
workforce

17. PwC's Experience Centre
Get out of the
way and let
the CCO drive
CX change
17
Only 22%of
organisations think that
customer data analytics is the
most capability to help them
achieve their customer
vision…
32% of organisations
have no clear roadmap for
how their CX vision will be
achieved
Source: A commissioned study conducted by Forrester Consulting on behalf of PwC, September 2016
Base: 507 global leaders responsible for customer experience initiatives at their organizations

18. PwC's Experience Centre
Give the CCO the power to reimagine and deliver the future
18
CCO’s need to go from being ‘customer evangelists’ and NPS babysitters to actually owning and
driving the delivery of new customer experiences in the market.
Example: Advocates work
to understand customer
needs and ensure that the
customer voice is heard
Example: Deliverers have
direct, P&L responsibility for
the delivery of customer
sales and service experiences
Example: Orchestrators work
across a broad portfolio of
functions to coordinate the
organisation around a common
customer vision
The Advocate
How?
The Orchestrator The Deliverer

19. PwC's Experience Centre 19
So what?
Microsoft
DisruptorsPartnersBe bold!
Orchestrate
the
ecosystem
Delivery is
the goal

20. PwC's Experience Centre
Connect CX
measurement
to real value
20
Only 22%of
organisations think that
customer data analytics is the
most capability to help them
achieve their customer
vision…
Source: A commissioned study conducted by Forrester Consulting on behalf of PwC, September 2016
Base: 507 global leaders responsible for customer experience initiatives at their organizations
56% of organisations
collect customer research, but
don’t make any changes based
on this new understanding
Source: A commissioned study conducted by Forrester Consulting on behalf of PwC, September 2016
Base: 507 global leaders responsible for customer experience initiatives at their organizations

21. PwC's Experience Centre
It’s more than just a number!
21
Most organisations have made progress in measuring touchpoints along the customer journey.
That’s not enough. We need to understand and measure the connected customer journey.
Example: Leading retailers
like Lowe’s use visual
listening tools to understand
shoppers
Example: A NSW
government agency
measures lead KPIs rather
than lag NPS scores
Example: Qantas sends you a
short survey via its app shortly
after you land.
Expand your data
sources
How?
Go real-time Rethink metrics

22. PwC's Experience Centre 22
So what?
Microsoft
DisruptorsPartners
Enter the
post-survey
world
Share data
wisely
Use lead
indicators

23. PwC's Experience Centre 23
Talk is cheap.
In the Intelligent Experience
Economy, you need to act.