Empowering customers to have it their way

1. Moving from professional
services to serving
professionals’ needs

2. So why focus on digital?

3. “One third of UK business leaders are
concerned about a significant new competitor
from the technology sector”
PwC Annual Global CEO Survey

5. Empowering customers
to have it their way
(In return for their data)

6. New models in lookalike sectors…
Q2 2015:
eToro raising an additional $12million
The total investment volume raised among the investors amounted to $39 million.
Funding circle fund £623,610,260 worth of loans so far

7. Are forcing incumbents to evolve
or be superseded
“Nutmeg targets
100k users by Q2
2015”
The group raised £19m
from investors
including Schroders
“Investec to
launch a rival
to Nutmeg”
Wealth manager is
setting up a
discretionary
investment
platform later this
year.
Wednesday 06 May 2015
“Barclays plans
D2C offering
for 2015”
Monday 07 July 2014
“Hargreaves
to launch D2C
discretionary
service to plug
advice gap”
Wednesday 03 September
2014

8. Revolution is coming to your cyberspace very soon!
Timing (years)
0
5
10
15
20
25
30
35
40
45
50
0 1 2 3 4 5
Impact(%changeinbusiness)
Realestate
Professional services
Finance
ICT and media
retail trade
Arts and recreation Government services
Utilities
Recruitment and cleaning
Transport and post
Health
Education
Agriculture
Mining
Manufacturing
Construction
Wholesale trade
Accommodation and
food services
Short fuse, Big Bang
Short fuse, Small Bang Long fuse, Small Bang
Long fuse, Big Bang
32% of the economy 33% of the economy
18% of the economy17% of the economy

9. So why focus on the digital customer?

10. We all expect
digitally enabled
personal service…
• Our expectations are higher –
if we don’t have a good
experience, we’ll move
to a competitor.
$83bn
Is lost each year in poor
customer experiences
(IBM)

11. HMWIs spend this many hours online
per week, on 4 devices
48hrs
Your clients are even more
sophisticated and demanding
Ref: LinkedIn

12. By 2015, “digital natives” will hold the majority
of buying power in the economy, and by 2025,
they will dominate the UK.
– PWC

13. Your target audiences want
Authenticity and
simplicity
• More retail focus to
content
• Features and benefits
• Peer to peer advice
• Educational tools
• Experts as
personalities
Hyper-convenience
• Digital self-service
• Multiple media types
• Responsive and
adaptive
• Specific touch points
for specific tasks
Accessible expertise
and the inside track
• Audience specific
portals
• Thought leadership
hubs
• Advice centres
• Access to experts
More relevance
• Needs-based
navigation
• Personalisation
• Content syndication

14. Understanding client needs is what sets you apart
The ideal relationship is the lawyer who is closest to being a
member of the in-house legal team, someone who understand
our values, culture, style and our business.
You tend to find with the major [engineering] consultants that
they’re all pretty close to each other. What matters is their
understanding of client needs.
– NISUS Consulting

15. So what’s stopping this experience
being the norm?

16. But what you offer is complicated!

17. Take of the logo and they could all be the same

18. Take of the logo and they could all be the same

19. Some move towards client challenges

20. But the experience is generally hard work
Suggested next steps after
reading the page
Highlight the service leader
contact details and information
Contextual crosslink between
services and industries
Related content at the bottom of the
page to increase engagement and
provide guidance in finding relevant
information

21. 1. Not responsive
2. Sites, apps and social destinations aren’t organised by the
challenges your customers are facing
3. USPs are not clear
4. Useful sections and thought leadership hidden
5. Inflexible template structures
6. Confused navigation, repeated items
7. Outdated, passive and informational content that isn’t nuanced for
different audiences
8. Poor tagging and linking of related content
Top issues

22. So where to begin?

23. Personalisation / segmentation

24. Page layouts that work across different layouts

25. Personal, differentiated

26. Variety of content types
Video Infographics

27. Think beyond your peers
• Clear information hierarchy
• External as well as internal-focused organisation
• Categories that drive users to self select
• Dedicated experiences for each journey
• Good tagging of deep-lying content to key themes
• Strong visual identity for each service and challenge
• Flexible page layouts
• Focus on contextual content tone and messaging

28. Self identification – BT

29. Life stage navigation – HSBC
Business websitePersonal website

30. Need based and mobile first – Adobe

31. Data visualisation - Nutmeg

32. Talking to different users… differently
Royal Mail: Corporate audienceRoyal Mail: Personal audience
• Primary CTA addresses core personal user need
• Clear path to top personal user tasks
• Quick links
• Primary CTA focuses on offline interaction
• Tools are business-focused
• Explanatory/persuasive text – sales pitch

33. Talking to different users… differently
• Educational tone
• Sober imagery, headings in question format
• Video for clear, reassuring explanation
British Heart Foundation : FundraisersBritish Heart Foundation: Users with health worries
• Conversational, jocular tone
• Fun imagery
• ‘Order a fundraising pack’ CTA (off page)

34. Closing thoughts

35. Need based strategies in the digital world are a 3 way street
Market and
industry trends
Audience needs,
expectations,
pain points
Business
needs
A successful strategy aligns
these competing needs

36. So ask yourself
Do you have a digital
strategy and objectives?
Have you defined the
audience goals you are
trying to meet to deliver
these objectives?
Does it align with
your organisation’s
business objectives?
Do you really
know how your
suspects, prospects and
clients use digital in
their relationship
with you?
Does each new
initiative look to meet at
least one audience and
business need?
Have you optimised
the solution for the
device it will be
consumed on?
Is your content
tailored for the target
audience and device
it will be used on?
Will you know if you’ve
been successful?

37. Thank you
ormlondon.com
@ormlondon