The document discusses becoming customer centric by designing customer experiences. It outlines a 6 step process: 1) Don't buy technology yet, 2) Set tangible goals, 3) Understand target customers through personas and journey mapping, 4) Build the customer journey, 5) Learn and adapt, 6) Make the customer experience an obsession. Key points are that most companies have an "inside out" view rather than considering the customer experience, and that customer experience design can lead to improvements like 20% growth in satisfaction and 20% reduction in churn.

1. Becoming Customer Centric Presented by Kevin Miller

2. Agenda
The Problem Designing The Customer Experience
Why CX Design? Questions

3. Not Technical.
Sorry.
Not Really...

4. About me.
Head of Digital & Experience Design
• Over 10 Years Designing Digital Products
• Technical Background
• User Experience
• Customer Experience
• Digital Strategy

5. The Problem.

6. 80%
of service companies believe
that they have a superior
service proposition.
8%
of customers agree
Source: Bain Customer-Led Growth Diagnostic Questionnaire; Salmetrix.

7. We Have An Inside Out View. Not
Outside In.

8. It Is The Customer Who Determines What Your
Business Is. It’s Success. It’s Relevance. It’s Failure.
What Your Business Thinks It Does, Doesn’t
Matter.

9. What is it like to experience your
organisation?

10. We Think The Journey Is
This:

11. When It Is Actually This:

12. It’s Time To Think Differently.

13. Customer Experience (CX) Design.

14. Impact of Customer Journey Led Transformation
10% Reduction in Cost
to Serve
20% Growth in
Customer Satisfaction
20% Uplift In Customer
Conversion
20% Reduction In
Customer Churn
10% Boost In Revenues
From CLV
20% Decrease In
Complaints
McKinsey & Company

15. Designing Customer Experiences.

16. To Improve The Customer Experience,
You Need To Understand The
Customer Experience.

17. Step 1 – Don’t Buy Any Technology.
Yet…

18. Step 2 - Set Tangible Goals.
No Fluff.

19. Step 2 - Set Tangible Goals.
For Example:
• Increase conversions by 15%
• Reduce cost per acquisition (CPA) by 20%
• Increase Customer Lifetime Value by 11%
• Increase Net Promoter Score by 10%

20. Step 3 - Understand Your Target People.

21. Step 3 – Understand Your Customer
Tools:
• Persona Creation – Qualitative & Quantitative Data
• Customer Journey Mapping & Interpretation

22. Personas
• Creates Empathy In Our Thinking
• Allows a ‘Co-Design’ Approach
• Stops Us From Designing For Ourselves
• Discover And Validate The ‘What’, How And Then Understand The
‘Why’.

23. Personas

24. • Articulate the customer’s cross-channel experience
• Captures what the customer is doing, thinking, and/or feeling
throughout their engagement with the service offering.
• Allows organisations greater influence.
• Baselines the current state.
24
Customer Journey Map

25. Phase
Customer
Objective
Awareness
Organisational
Objective
The customer is
becoming aware of
your brand through
many channels and is
starting to consider
you as a possible
option.
Become familiar and
influence. Collect
personal data.
Consideration &
Evaluation
The customer is
evaluating you against
competitors, external
factors, social
expectations.
Begin to utilise
behaviour to have a
personal discussion.
Post-Purchase
Customer requires
further validation.
Begins searching for
complimentary
products/services.
Reinforce purchase,
Suggest additional
offerings, resolve
conflict.
Retention
The customer is
questioning your
relevance to them
and if they feel
valued.
Continue to provide
relevant value and
engagement.
Purchase
The customer has
committed to
purchase. Has
preconceived
expectations of
purchase.
Orchestrate perfect
‘moment of truth’.

26. Journey Map

27. Step 4 - Build Their Journey.

28. Implementation
• Build/Configure CRM & CMS To Support New Journey Requirements
• Create Contextual Content (i.e. email, Web, etc.) That Addresses Each
Feeling/Concern/Question For Each Stage.
• Automate.
• Create A Personalisation and Digital Strategy.

29. Step 5 - Learn & Adapt.

30. Adapt
Repeat
Learn

31. Technology

32. Digital
Marketing
ERPCRM
Digital
Commerce
Web
Content
Management
Traditional – ‘disconnected’ platforms

33. Digital
Marketing
ERPCRM
Digital
Commerce
Web
Content
Management
Your
Platform
Integrated Platform

34. Step 6 - Make It An Obsession.

35. What is it like to experience your
organisation?

36. Thank you.