The document discusses the evolution of customer experience (CX) towards human experience (HX), emphasizing the need for brands to understand people rather than just market to them. It highlights the success of brands that focus on empathy, authenticity, and personalization, noting significant growth for CX leaders compared to laggards. The author, Ray Poynter, calls for brands to adapt their strategies to better connect with customers, especially in the context of a pandemic.

2. 100% Human
Discover why UX & CX
are evolving toward
Human Experience (HX)
Ray Poynter
Chief Research Officer
Potentiate

4. Product parity
Brands and Parity
Service parity
Supply parity
Advertising $ parity

5. Product Experience
From Products to People
Customer Human
Product centricity Customer

6. Experience Brands
are Succeeding
Creating ‘Hotels with a Personality’
£11 million increase in 1 year
7.4% NPS increase
Removing items not delivering positive experience £10
million saved per year

7. Experience Brands
are Succeeding
Forrester found CX leaders grew at 17%a year,
but CX laggards only grew at 3%
McKinsey Digital found that CX leaders grew company valuations by
more than four times the growth for CX laggards, over ten years

8. Value
Viv
Cool
Charlie
Status
Sam
Loyal
Leslie
People don’t rotate around brands
Brands rotate around people

9. Simon Harrington’s World

10. My World
Brands
Colleagues &
Neighbours
Family & Friends

11. Don’t find customers for
your products, find
products for your
customers
- Seth Godin
“
”

13. 100% of customers are people.
100% of employees are people.
If you don't understand people,
you don't understand business.
- Simon Sinek
“
”

14. Empathy
Belonging
Authenticity
1
2
3

18. Step 1 of this process is to understand people
Understanding People
Once you understand them, you can help them
What are their lives like, what do they think, what troubles them?
Don’t think of them as customers, users, viewers, readers etc.

20. Focus on Empathy
From product to experience
Focus on people not transactions
Three Key HX Steps
1
2
3

21. Extraordinary times
It is not a short term thing
Empathy not sympathy
Check your marketing automation
Belonging starts with those closest
And then reaches out
Be authentic
Don’t disguise selling as ‘helping’
HX and Now!

22. • What now? How can brands & insights help in a
pandemic?
• My thoughts and advice, based on talking to a
cross-section of global clients, suppliers, and key
organisations
• Webinar next Tuesday, 31 March – with an
extended Q&A session
HX and Now!

23. Questions?
Ray Poynter
Chief Research Officer
Potentiate

24. Thank you