To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition. Whether your ‘customers’ are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide the 10 steps for how you can use digital to improve customer experience and reach your business goals. During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model: CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward. ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention. RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty. EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates. Using best practice examples, as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation.

1. PRECEDENT LONDON
FEBRUARY 10TH 2015
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
CX SURVIVAL
OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL

2. WHAT IS
CX vs UX?
@lindzeiy @precedentcomms #precsem

3. WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem

4. WHY DO
WE EXIST?

5. WHY DO
WE EXIST?

6. HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem

7. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

8. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

9. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

10. @lindzeiy @precedentcomms #precsem

11. @lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX

12. @lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

13. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem

14. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

15. OUR CUSTOMERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem

16. OUR CUSTOMERS
ARE DISSATISFIED.
”
T H E T R U T H
@lindzeiy @precedentcomms #precsem

17. ✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

18. ✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

19. ✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

20. ✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

21. ✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
T H E T R U T H

22. ✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.
T H E T R U T H

23. OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem

24. HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?
@lindzeiy @precedentcomms #precsem

25. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

26. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

27. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

28. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem

29. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

30. HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem

31. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem

32. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem

33. HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL

34. IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

35. IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

36. “ To provide our customers
with the most convenient
access to media entertainment.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

40. $29.5M TO $71M

41. “ To link individuals
with art and history.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

46. “ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

49. “ To create value for our users.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

52. “ To be the voice of British doctors.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

54. IF YOU’RE ENDANGERED,
START WITH:
CULTURE
C A R E
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem

55. ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
C A R E
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys
4. Prototype new features: Build, deploy, test, enhance
@lindzeiy @precedentcomms #precsem

56. IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem

57. IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem

60. $1 BILLION
IN 17 MINS

65. €3,5K SET-UP =
€80K SALES PER WEEK

66. BLACKROCK

72. 7% SALES INCREASE
WITH YOUNG ADULTS

73. IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem

74. EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
C A R E
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms
4. Social tests: Uncover opps & trial new features
@lindzeiy @precedentcomms #precsem

75. IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem

76. IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem

90. IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
C A R E
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem

91. CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
C A R E
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. New social offering: Functionality or service
4. Innovate the offering: Brand new digital services
@lindzeiy @precedentcomms #precsem

92. IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

93. IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem

94. “ To be the most magical
place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

95. @lindzeiy @precedentcomms #precsem

96. @lindzeiy @precedentcomms #precsem

97. @lindzeiy @precedentcomms #precsem

98. @lindzeiy @precedentcomms #precsem

103. “ To win the fight against
heart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem

113. IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem

114. CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
4. Communities & loyalty: Programmes for ambassadors
@lindzeiy @precedentcomms #precsem
C A R E

115. BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem

116. HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL

117. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

118. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem

119. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

120. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

121. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

122. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

123. @lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX

124. @lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX

125. @lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX

126. THANK YOU.
@lindzeiy @precedentcomms #precsem