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Why the humble whiteboard will trump technology in 2015

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As digital channels continue to proliferate, audience behaviour and business practice are evolving rapidly. Organisations must get back to basics and focus on audience insight in order to succeed in an increasingly complex digital environment. This presentation highlights the importance of understanding the emerging customer experience and developing a strategy that focuses your digital activity where it is most effective. It also suggests simple practical approaches like journey mapping and behavioural psychology to research and identify opportunities to create value for customers and organisations alike.

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Why the humble whiteboard will trump technology in 2015

  1. 1. Digital Outlook 2015: Outlook on Customer Experience Why the humble whiteboard will trump technology in 2015 #DigitalOutlook15 @Econsultancy 11 December 2014 Copyright © Econsultancy.com Ltd
  2. 2. 1. Introduction #DigitalOutlook15 @Econsultancy Margaret Manning 11 December 2014 2
  3. 3. Introduction 11 December 2014 Margaret Manning CEO, Reading Room A global digital consultancy #DigitalOutlook15 @Econsultancy 3
  4. 4. Fullerton Bay Hotel digital strategy Fullerton Bay Hotel embarks on a revamp on its online website to enhance the customers’ experience with a more attractive, interactive and modern interface to facilitate browsing and making reservations online.
  5. 5. Agenda 1. Overview 2. The customer experience landscape 2014 3. Three key trends that will shape customer experience in 2015 4. Seven simple steps toward a great customer experience strategy 5. Summary Agenda 7
  6. 6. What’s just around the corner And I’m here to talk about the field of customer experience and offer some advice on how to how to make sure your organisation is positioned to compete effectively in 2015. #DigitalOutlook15 @Econsultancy 8
  7. 7. Customer experience is the latest buzzword The increasingly ‘multi-channel’ nature of interactions with our audiences, combined with the enormous influence of social networks, will make customer experience the single most important priority for organisations in 2015. #DigitalOutlook15 @Econsultancy 9 Infographic: http://www.delivinia.com
  8. 8. Positive experiences are marketing gold #DigitalOutlook15 @Econsultancy 10 Infographic: http://www.bain.com Great experiences are more memorable.
  9. 9. Positive experiences are marketing gold #DigitalOutlook15 @Econsultancy 11 Infographic: http://www.bain.com Great experiences address both the rational and the emotional parts of our brains.
  10. 10. Getting CX right is good for business! jj #DigitalOutlook15 @Econsultancy 12 Infographic: http://www.alcatel-lucent.com/ Those who have invested in customer experience are already reaping lucrative rewards.
  11. 11. Getting CX right is good for business! jj #DigitalOutlook15 @Econsultancy 13 Infographic: http://www.alcatel-lucent.com/ And those who have not invested are underperforming. Ignore CX at your peril!
  12. 12. So plenty of vendors are trying to cash in Software companies are at the vanguard of the CX cheerleading team! But with all the technology on offer, life is getting pretty complicated. #DigitalOutlook15 @Econsultancy 14
  13. 13. But I don’t think software is the solution Amongst all this technology I think that simple tools like the humble whiteboard, some post-it notes, a pen and some paper will be your most powerful weapons in 2015. #DigitalOutlook15 @Econsultancy 15
  14. 14. 16 But let’s start at the beginning.
  15. 15. 2. Customer Experience #DigitalOutlook15 @Econsultancy What is it, and why is it important? 11 December 2014 17
  16. 16. What is customer experience? 11 December 2014 Seeing your world through your customers’ eyes! Optional footer 18
  17. 17. It’s about realising that human beings follow their own path 11 December 2014 Optional footer 19
  18. 18. It’s about recognising that your organisational structure means nothing to them 11 December 2014 Organisation PR Advertising Optional footer 20 Customer services Call Centre Operations HR Staff Management Distribution Retail Deliveries Marketing Digital Website App Social Finance Payments Refunds IT
  19. 19. It’s about understanding and optimising every step of their journey 11 December 2014 Optional footer 21
  20. 20. It’s about paying attention to the human beings on your side of the fence too! 11 December 2014 Optional footer 22
  21. 21. Because every-time you get it wrong… Poor customer experience costs you • Money • Customers • Reputation Optional footer 23
  22. 22. And because every-time you get it right… Great experiences are today’s principal source of competitive advantage. Optional footer 24
  23. 23. Prof Noriaki Kano
  24. 24. Kano model axes
  25. 25. Kano model overview
  26. 26. Kano model Basic expectations
  27. 27. Basic expectations
  28. 28. Kano model Performance payoff
  29. 29. Performance payoff … …
  30. 30. Kano model Excitement generators
  31. 31. Surprise!
  32. 32. Nokia = great design style
  33. 33. Innocent juice = humour
  34. 34. Hay-Adams panda = quirk
  35. 35. But…
  36. 36. Kano model overview
  37. 37. Example Free Wifi
  38. 38. Fish swimming upstream
  39. 39. Keep swimming • Basic expectations = hygiene factors. Perform poorly on these and you suffer. • Performance payoffs = standard factors. The more you do, the more guests appreciate it. • Excitement generators = wow factors. This is what will make you memorable. • Over time, all factors deteriorate as they become commonplace. You have to keep raising the bar.
  40. 40. Emotional journey
  41. 41. Booking
  42. 42. Zappos • A service company that happens to sell shoes • Free shipping both ways • 365-day return policy • Fast fulfilment, expedited delivery • 24/7 1-800 number on every page • Fast, friendly & expert customer service
  43. 43. Zappos’ success $1,200m $1,000m $800m $600m $400m $200m $0m Year 0 Year 2 Year 4 Year 6 Year 8 • Year 10: Acquisition by • for •$1.2bn
  44. 44. 3. The customer experience landscape 2014 #DigitalOutlook15 @Econsultancy Who is leading the way? 11 December 2014 57
  45. 45. Who is leading the way? The past year has seen tremendous levels of customer experience innovation, here are some examples that will influence customer experience in 2015 11 December 2014 58 Optional footer
  46. 46. Delivering great experiences By understanding the user journey and respecting customers’ time 11 December 2014 • Frunk is an app that allows diners to choose from the menu on the way to the restaurant • Once arrived, they can place their order in seconds just by tapping their phone on a beacon at their table Optional footer 59
  47. 47. Delivering great experiences By focusing on user needs to reinvent business models like Uber 11 December 2014 • Uber used customer focused innovation to reinvent the experience of ordering a taxi. Optional footer 60
  48. 48. Delivering great experiences By embedding customer feedback in product development 11 December 2014 • Xiaomi responds to customer feedback and pushes fixes out in response to social media input on a weekly basis • Now the world’s third-biggest smartphone vendor just 4 years since it was founded in April 2010. Optional footer 61
  49. 49. Delivering great experiences By thinking ‘outside in’ like Mercedes Benz 11 December 2014 70% of retail staff had not driven a Mercedes Four million dollars invested to ensure every employee was given that chance. Optional footer 62
  50. 50. 4. Five key trends that will shape customer experience in 2015 #DigitalOutlook15 @Econsultancy 11 December 2014 63
  51. 51. One: The rise of contextual experiences 11 December 2014 Our web app for the Science Museum is contextually aware. When you visit the Information Age exhibition it surfaces content about objects as you move around them. Optional footer 64
  52. 52. One: The rise of contextual experiences We expect to see leading innovators employing contextual personalisation to further enhance and augment the customer experience in new and exciting ways, both online and offline. This will be achieved through sophisticated ‘mash-ups’ 11 December 2014 that combine multiple sources of data and content in real-time to anticipate customer needs and deliver experiences that leave the competition reeling. Optional footer 65
  53. 53. Two: Transformation goes mainstream 11 December 2014 It takes vision and leadership, to drive forward the digital transformation, that is necessary to deliver great digital experiences. Optional footer 66
  54. 54. Agility is a survival mechanism 11 December 2014
  55. 55. Are you ready? Digital Ready 11 December 2014 68 Value customer Technology available experience Digital Readiness Agile culture Processes in place Have the team and skills (internally and externally) Open to new business models Senior buy-in and involvement Budget
  56. 56. Three: Challenging conventional thinking 11 December 2014 Optional footer 69
  57. 57. The $300m button
  58. 58. Four: ‘Gamification and psychology 11 December 2014 Optional footer 71
  59. 59. Gamification
  60. 60. Ipad gaming
  61. 61. Five: From digital marketing to digital business 11 December 2014 Optional footer 74
  62. 62. 5. Seven simple steps toward a great customer experience strategy #DigitalOutlook15 @Econsultancy 11 December 2014 75
  63. 63. OPTIMISING CUSTOMER EXPERIENCE Optional footer 76
  64. 64. Optimising customer experience 11 December 2014 1.Create an ‘experience culture’ Great customer experiences require leadership and change programmes with a mandate to reach across departments and business units. Optional footer 82 https://www.forrester.com
  65. 65. Optimising customer experience 11 December 2014 2. Get the right people in the room Form a customer experience team and get them involved. Great customer experiences don’t live in silos, success requires involvement and buy-in from across the organisation. Optional footer 83
  66. 66. Optimising customer experience 11 December 2014 3. Understand the needs and behavior of your audiences Do some audience research, profile your audiences and develop personas that capture their needs, goals and behaviours. Optional footer 84
  67. 67. Image credits: ideath (Flickr)
  68. 68. Image credits: Joe Shlabotnik (Flickr)
  69. 69. Image credits: andy101 (Worth1000)
  70. 70. Image credits: Jeff Gothelf
  71. 71. Image credits: cavstheblog.com
  72. 72. Optimising customer experience 11 December 2014 4. Map their journeys across your different channels Start with real-world scenarios, consider each and every interaction and the medium/channel on which it occurs. Don’t forget external stimulus, what else is happening that may influence the experience. Optional footer 91
  73. 73. Optimising customer experience 11 December 2014 5. Identify the pain points and opportunities How do those interactions make the user think or feel, where are the frustrations. What can we do to improve the experience and make it work to their (and our) advantage. Optional footer 92
  74. 74. Optimising customer experience 11 December 2014 6. Recognise that some elements may always be negative IKEA’s business model relies on self-service elements that will never be great experiences so they focus on ways of improving the way customers feel about the overall visit to the store. Optional footer 93
  75. 75. Optimising customer experience 11 December 2014 7. Define a realistic and strategic roadmap Take all your ideas and map them according to their relative impact on the customer experience and the obstacles that stand in the way of implementing them. Optional footer 94
  76. 76. Optimising customer experience 11 December 2014 Do these first! Right now! Optional footer 95
  77. 77. Optimising customer experience 11 December 2014 Prioritise and make a sensible plan to address these over time. Optional footer 96
  78. 78. To summarise 1. Create an experience culture 2. Get the right people in the room 3. Understand the needs and behavior of your audiences 4. Map their journeys across your different channels 5. Identify the pain points and opportunities 6. Recognise that some elements may always be negative 7. Define a realistic and strategic roadmap 11 December 2014 Optional footer 97
  79. 79. Now you are ready to think about the technology. 11 December 2014 Optional footer 98
  80. 80. Thanks, any questions? For a copy of today’s presentation or a chat about your customer experience challenges send me an email or a tweet m.manning@readingroom.com @margaretmanning or @ReadingRoom 11 December 2014 Copyright © Econsultancy.com Ltd 99

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