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Digital and customer experience: slides from CXFS - Antony Mayfield, Brilliant Noise

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Who do you need to become, faster than they become you? Financial services brands need to put the customer first. Doing so will require digital leadership, culture change and learning from the disruptors who threaten them. The trends report mentioned can be downloaded here: http://brilliantnoise.com/cxfinancial/

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Digital and customer experience: slides from CXFS - Antony Mayfield, Brilliant Noise

  1. 1. Antony Mayfield @amayfield @brilliantnoise brilliantnoise.com Engaging customers through digital experiences
  2. 2. 2 http://bit.ly/1B4OBEj Efficiency is the new premium.
  3. 3. The digital imperative for CX is not about channels. It is a strategic challenge. 3
  4. 4. “Virtually every firm in every industry is being shaken up by the digital revolution. No chief executive can ignore the onslaught of mobile computing, big data, artificial intelligence and the like. These new technologies offer the promise of huge efficiency gains, but also the threat of being walloped by some upstart from Silicon Valley.” 4
  5. 5. Two types of company: 1. Incumbents. 2. Disruptors. 5
  6. 6. Agility: Move fast and break things.
  7. 7. 7 “The goal is to become HBO faster than HBO can become us.” Ted Sarandos, Chief Content Officer, Netflix
  8. 8. Who do you need to become… faster than they can become you? 8
  9. 9. So many barriers: - Inertia and entropy. - Culture and bureaucracy. - Regulation as a barrier/constraint. - Customer expectation. - Irresponsible innovation. - Pilot. Scale. 9
  10. 10. So many barriers: - Inertia and entropy. - Culture and bureaucracy. - Regulation as a barrier/constraint. - Customer expectation. - Irresponsible innovation. - Pilot. Scale. 10
  11. 11. Digital leadership. Digital mindset. 11
  12. 12. “It is the individual, operating at the peak of his or her powers, who will revive our organizations, by reinventing both self and them.” Warren Bennis, Leadership studies pioneer and professor at USC
  13. 13. Digital mindset 13 Personal development Agility & innovation Digital customers Filtering trends
  14. 14. 14Model first published Harvard Business Review - McKinsey & Co Customer decision journey - what do they need?
  15. 15. 15
  16. 16. Financial Services Trends Report 2015 Plotting a trends radar 16 brilliantnoise.com/cxfinancial/
  17. 17. Your panel Paolo Barbesino First Vice President, Head of Internet & Mobile Banking, UniCredit Paul Wishman Group E-Commer ce Director, LV= Donald Carson Creative Director Digital User Experience, HSBC Moderator: Antony Mayfield Founding Partner & CEO, Brilliant Noise @amayfield @brilliantnoise #cxfs brilliantnoise.com/CXexchange 17

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