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Relationships for the Customer Experience Age: Fidelity Investments' Lessons from the Field

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How clients and agencies can work together to improve the customer experience. Presented by Peyton Lindley, Executive Director, Experience Design at EffectiveUI, and Suzanne Hamill, VP of Interactive Design at Fidelity Investments, at Forrester Consumer Forum 2011.

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Relationships for the Customer Experience Age: Fidelity Investments' Lessons from the Field

  1. 1. Relationships for the Customer Experience Age: Lessons From the Field Suzanne Hamill - VP, Interactive Design Peyton Lindley - Executive Director, Experience Design. @telegrammatic #effectiveui @effectiveuiFriday, October 28, 2011
  2. 2. What We’re Working On (And Why)Friday, October 28, 2011
  3. 3. Why Are We Here?Friday, October 28, 2011
  4. 4. On Client-Agency Relationships:Friday, October 28, 2011
  5. 5. On Client-Agency Relationships: Client -Friday, October 28, 2011
  6. 6. relationship (n.) the way in which two or more people or organizations regard and behave toward each otherFriday, October 28, 2011
  7. 7. IS IT LIKE THIS? “Well Established Brand Seeks Hot Agency.”Friday, October 28, 2011
  8. 8. OR LIKE THIS? “Can’t We All Just Get Along?”Friday, October 28, 2011
  9. 9. What’s The Cost of a Bad Relationship?Friday, October 28, 2011
  10. 10. Friday, October 28, 2011
  11. 11. Ask: “How are we working?” in addition to... “What are we working on?”Friday, October 28, 2011
  12. 12. “Help! My client is texting me!”Friday, October 28, 2011
  13. 13. “Help! My client is texting me!”Friday, October 28, 2011
  14. 14. The “agency” model is changing.Friday, October 28, 2011
  15. 15. Not too long ago...Friday, October 28, 2011
  16. 16. So Where Is The Model Headed?Friday, October 28, 2011
  17. 17. EXTERNAL: NEW MODELS “One-Way Communication” CLIENT AGENCY CUSTOMERFriday, October 28, 2011
  18. 18. EXTERNAL: NEW MODELSFriday, October 28, 2011
  19. 19. EXTERNAL: NEW MODELS CLIENT “Communication & Interpretation” CUSTOMER AGENCYFriday, October 28, 2011
  20. 20. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE MYSTERIOUS AND WONDERFUL “BLACK BOX” THINGS HAPPEN HERE APPROACH CUSTOMER RESULTS INSIGHT & [ANALYSIS & FINDINGS SYNTHESIS]Friday, October 28, 2011
  21. 21. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE MYSTERIOUS AND WONDERFUL “BLACK BOX” THINGS HAPPEN HERE APPROACH CUSTOMER RESULTS INSIGHT & [ANALYSIS & FINDINGS SYNTHESIS] CO-CREATED APPROACH CUSTOMER RESULTS INSIGHT & FINDINGS Customer Needs Workshop #1 Workshop #2 FrameworkFriday, October 28, 2011
  22. 22. So how do you change the conversation?Friday, October 28, 2011
  23. 23. Revolution (n.) -- a dramatic and wide-reaching change in the way something works or is organized or in peoples ideas about itFriday, October 28, 2011
  24. 24. THIS KIND OF REVOLUTION?Friday, October 28, 2011
  25. 25. OR THIS KIND?Friday, October 28, 2011
  26. 26. so what have we learned?Friday, October 28, 2011
  27. 27. space matters.Friday, October 28, 2011
  28. 28. space matters.Friday, October 28, 2011
  29. 29. space matters.Friday, October 28, 2011
  30. 30. space matters.Friday, October 28, 2011
  31. 31. space matters.Friday, October 28, 2011
  32. 32. facilitate, don’t dictate.Friday, October 28, 2011
  33. 33. co-creation and collaboration: “one team”Friday, October 28, 2011
  34. 34. don’t wait for a meetingFriday, October 28, 2011
  35. 35. leading by doingFriday, October 28, 2011
  36. 36. have the right people [participating]Friday, October 28, 2011
  37. 37. how can we make this sustainable?Friday, October 28, 2011
  38. 38. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING VISUAL DESIGNFriday, October 28, 2011
  39. 39. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING PROBLEM DEFINITION VISUAL DESIGNFriday, October 28, 2011
  40. 40. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING DESIGN FACILITATION PROBLEM DEFINITION VISUAL DESIGNFriday, October 28, 2011
  41. 41. frameworks for dialogFriday, October 28, 2011
  42. 42. frameworks for dialog “helps me be strategic” “helps me make decisions” “helps me plug & chug”Friday, October 28, 2011
  43. 43. thank you. questions?Friday, October 28, 2011

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