SlideShare a Scribd company logo
What is CX and where is it heading?
Fiona Blades
MESH Experience @FionaMESH
What is CX?
Photo	by	Scott	Umstattd	on	Unsplash
Customer experience
Subjective
A journey
Holistic
Co-created
Emotional
Goal driven
EK	Macdonald	&	HN	Wilson
Direct and indirect brand touchpoints influence
customer preference and behaviour
S	Baxendale,	EK	Macdonald	&	HN	Wilson	(2015),	Journal	of	Retailing
Customer Experience is EVERY Brand Encounter
What we think about is every aspect of the consumer experience
and trying to make it better: the product, the package, the
communication, the in-store, the online, the in use, the after use, and
how it all comes together.
Marc Pritchard, Chief Brand Officer, Procter & Gamble
Putting the customer at the heart
What makes great CX?
Consistency Perception is reality
Enable connections Communication
Value-in-use: is in the eye of the customer
EK	Macdonald	&	HN	Wilson
Customers cocreate great experiences
Customers	take	an	active	role	in	cocreating	the	experience:	
	
1.  Through	selecting	the	touchpoints	on	their	customer	journeys.	
Including	online,	offline,	mobile	channels,	
2.  Including	brand	owned,	partner-owned	and	peer	to	peer	
touchpoints.	
3.  Customers	collaborate	with	each	other	to	co-create		
the	experience	
4.  And	with	employees	–	so	engagement	is	key.	
S	Baxendale,	EK	Macdonald	&	HN	Wilson	(2015),	Journal	of	Retailing
Creating a streamlined omnichannel experience:
LG Electronics
795 788
499 472
208
142 133
75 69 56 43 33 30 12 41
0
200
400
600
800 Total Texts by Occasion - (all brands)
Base: 3395 Texts
Importance of In Store and Online
Only TV and Conversation are more persuasive than
In Store and Online
In	Store
Internet
Press
TV	ad
Smne’s	home
Conversation
Public	place
Mail
Leaflet
Poster
Shop	Window
Radio
In	the	News
40%
50%
60%
70%
80%
90%
100%
30% 40% 50% 60% 70% 80% 90% 100%
Purchase	Intent	T2B	%
Positivity	T2B	%
Touchpoint	Experience	Map
Size	of	
bubble	
represents	
Touchpoint	
Share	
In	Store	and	
Online	
touchpoints	
generate	the	
same	quality	of	
experience.
Pervasive impact of retailers
From	TV	ads	to	websites	and	leaflets	
“I am currently researching
desktop and flat screen TV for
bedroom so I am reading all of
these every time I get
them” (LG, Press, Very
Positive, Might Buy)
Personalized Streamlined Experience: Warner Leisure Hotels
•  Week before, letter to
welcome back (even
though different booking
approach used the 2nd
time).
•  Single supplement
discussion resulted in
personalized leaflet left
in room.
•  Trip to Conwy resulted in
detour to see family
home.
Tech-enabled experiences helping people
achieve their goals
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
20%
30%
40%
50%
35% 45% 55% 65%
Persuasiveness(T2B%)
Positivity (T2B %)
Overall Banking Touchpoint Experience Map: Apr’18- Mar’19
How should we put CX in the framework of
marketing?
Building a customer
centric and data driven
culture
Understanding the
customer journey and
Customer Lifetime
Value
Turning Voice of the
Customer insights into
Action
Personalization
becomes increasingly
important
[CELLRANGE]
NPS
[CELLRANGE]
1.00
1.50
2.00
2.50
1.00 1.50 2.00 2.50
Maintain
Create
Understand what ALL experiences are doing to KPIs like
brand consideration and NPS
NPS and Trust are harder to shift than Brand Consideration
Retail Banking UK
Richard Warren
Director, Marketing Communication
Lloyds Banking Group
“I don’t think
advertising creates
trust. It comes from
people’s experience
of the bank”
1.71
1.94
Total Market Lloyds Bank
Paid Media Impact on Improving Trust
Lloyds paid media is clearly having an impact on
Trust
“The TV ad for Lloyds bank showed a horse
running through a town. the voiceover
message stated that Lloyds has been ''by your
side for 250 years‘’ I liked the ad. it is
comforting. It made me feel reassured and
content and nostalgic.”
Lloyds, TV, Very Positive, Slightly More Likely to
Choose
Lloyds nostalgic TV ads are providing reassurance
How can marketers embrace CX?
	
Articulate	CX	across	the	business	–	including	partners	and	non-
customer	facing	
	
Stand	in	customer’s	shoes:	they	buy	value,	not	products!	
	
Immersion:	Share	insight	into	CX	via	journeys,	touchpoints,	personas	
	
Recognition:	We	all	play	a	part	in	the	customer’s	experience
Q & A
Fiona Blades
MESH Experience
fionablades@meshexperience.com
@FionaMESH
Ray Poynter
NewMR

More Related Content

What's hot

Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...
Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...
Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...
Darren Choo SlideShare
 
Do You Have The Right Customer Experience Strategy?
Do You Have The Right Customer Experience Strategy?Do You Have The Right Customer Experience Strategy?
Do You Have The Right Customer Experience Strategy?
PeopleMetrics
 
CX Strategy & Design presentation
CX Strategy & Design presentationCX Strategy & Design presentation
CX Strategy & Design presentation
Universal Simplexity
 
Designing the brand identity and CX for a startup
Designing the brand identity and CX for a startupDesigning the brand identity and CX for a startup
Designing the brand identity and CX for a startup
Rezonant Design
 
How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders
UserTesting
 
Developing a Customer Experience Vision
Developing a Customer Experience VisionDeveloping a Customer Experience Vision
Developing a Customer Experience Vision
Qualtrics
 
7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs
Datafield
 
How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)
Michael Hinshaw, CEO McorpCX
 
Customer experience for brands Research via Forrester
Customer experience for brands Research via ForresterCustomer experience for brands Research via Forrester
Customer experience for brands Research via Forrester
Habemus Digital Consultants
 
Customer experience management (cem)
Customer experience management (cem)Customer experience management (cem)
Customer experience management (cem)
Saurabh Sawhney
 
Are you measuring customer experience (cx) the right way ?
Are you measuring customer experience (cx) the right way ?Are you measuring customer experience (cx) the right way ?
Are you measuring customer experience (cx) the right way ?
groupfio1
 
25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign
Peopledesign
 
All You Need to Know About Customer Journey Mapping
All You Need to Know About Customer Journey MappingAll You Need to Know About Customer Journey Mapping
All You Need to Know About Customer Journey Mapping
RealtimeBoard
 
The Measure of Customer Experience
The Measure of Customer ExperienceThe Measure of Customer Experience
The Measure of Customer Experience
SAP Customer Experience
 
CX goes mainstream: Five trends driving the future of CX
CX goes mainstream: Five trends driving the future of CX CX goes mainstream: Five trends driving the future of CX
CX goes mainstream: Five trends driving the future of CX
UserTesting
 
Qualtrics CX Live Auckland
Qualtrics CX Live AucklandQualtrics CX Live Auckland
Qualtrics CX Live Auckland
Eileen Racca
 
Customer Experience (cx) vs. Customer Service: and How Both are Important
Customer Experience (cx) vs. Customer Service: and How Both are ImportantCustomer Experience (cx) vs. Customer Service: and How Both are Important
Customer Experience (cx) vs. Customer Service: and How Both are Important
Naina Rajput
 
How the Best Brands Build Lasting Customer Loyalty
How the Best Brands Build Lasting Customer LoyaltyHow the Best Brands Build Lasting Customer Loyalty
How the Best Brands Build Lasting Customer Loyalty
Qualtrics
 
Customer Experience (CX)
Customer Experience (CX)Customer Experience (CX)
Customer Experience (CX)
Ramadan Babers, PhD
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey Mapping
Charalabos Ioannidis
 

What's hot (20)

Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...
Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...
Demonstrating the benefits of a Customer Experience strategy & the ROI of cus...
 
Do You Have The Right Customer Experience Strategy?
Do You Have The Right Customer Experience Strategy?Do You Have The Right Customer Experience Strategy?
Do You Have The Right Customer Experience Strategy?
 
CX Strategy & Design presentation
CX Strategy & Design presentationCX Strategy & Design presentation
CX Strategy & Design presentation
 
Designing the brand identity and CX for a startup
Designing the brand identity and CX for a startupDesigning the brand identity and CX for a startup
Designing the brand identity and CX for a startup
 
How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders
 
Developing a Customer Experience Vision
Developing a Customer Experience VisionDeveloping a Customer Experience Vision
Developing a Customer Experience Vision
 
7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs
 
How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)
 
Customer experience for brands Research via Forrester
Customer experience for brands Research via ForresterCustomer experience for brands Research via Forrester
Customer experience for brands Research via Forrester
 
Customer experience management (cem)
Customer experience management (cem)Customer experience management (cem)
Customer experience management (cem)
 
Are you measuring customer experience (cx) the right way ?
Are you measuring customer experience (cx) the right way ?Are you measuring customer experience (cx) the right way ?
Are you measuring customer experience (cx) the right way ?
 
25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign
 
All You Need to Know About Customer Journey Mapping
All You Need to Know About Customer Journey MappingAll You Need to Know About Customer Journey Mapping
All You Need to Know About Customer Journey Mapping
 
The Measure of Customer Experience
The Measure of Customer ExperienceThe Measure of Customer Experience
The Measure of Customer Experience
 
CX goes mainstream: Five trends driving the future of CX
CX goes mainstream: Five trends driving the future of CX CX goes mainstream: Five trends driving the future of CX
CX goes mainstream: Five trends driving the future of CX
 
Qualtrics CX Live Auckland
Qualtrics CX Live AucklandQualtrics CX Live Auckland
Qualtrics CX Live Auckland
 
Customer Experience (cx) vs. Customer Service: and How Both are Important
Customer Experience (cx) vs. Customer Service: and How Both are ImportantCustomer Experience (cx) vs. Customer Service: and How Both are Important
Customer Experience (cx) vs. Customer Service: and How Both are Important
 
How the Best Brands Build Lasting Customer Loyalty
How the Best Brands Build Lasting Customer LoyaltyHow the Best Brands Build Lasting Customer Loyalty
How the Best Brands Build Lasting Customer Loyalty
 
Customer Experience (CX)
Customer Experience (CX)Customer Experience (CX)
Customer Experience (CX)
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey Mapping
 

Similar to Fiona blades mesh experience festival of new mr 2020

Association's Forum Member Presentation. 2 Dec 2014.
Association's Forum Member Presentation. 2 Dec 2014.Association's Forum Member Presentation. 2 Dec 2014.
Association's Forum Member Presentation. 2 Dec 2014.
Tim Nicholas AMAMI CPM
 
Ecew 2013
Ecew 2013Ecew 2013
Ecew 2013
TheFocusGroup
 
The ultimate search of the perfect customer experience By Brian Solis
The ultimate search of the perfect customer experience By Brian SolisThe ultimate search of the perfect customer experience By Brian Solis
The ultimate search of the perfect customer experience By Brian Solis
Jahia Solutions Group
 
CX and UX: A Marriage Made in Heaven
CX and UX: A Marriage Made  in HeavenCX and UX: A Marriage Made  in Heaven
CX and UX: A Marriage Made in Heaven
Avtex
 
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...
Ashley Friedlein
 
Customer Experience Master Class - Hazem El Zayat, Ogilvy
Customer Experience Master Class - Hazem El Zayat, OgilvyCustomer Experience Master Class - Hazem El Zayat, Ogilvy
Customer Experience Master Class - Hazem El Zayat, Ogilvy
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
The state of destination marketing: including launch of a new international s...
The state of destination marketing: including launch of a new international s...The state of destination marketing: including launch of a new international s...
The state of destination marketing: including launch of a new international s...
SoMeT: A New Model for Destination Marketing
 
Customer journey mapping workshop
Customer journey mapping workshopCustomer journey mapping workshop
Customer journey mapping workshop
Paola Miani
 
Lynn Baker -Customer Experience keynote 2016 pg1
Lynn Baker -Customer Experience keynote 2016 pg1Lynn Baker -Customer Experience keynote 2016 pg1
Lynn Baker -Customer Experience keynote 2016 pg1
Lynn Baker Professional Speaker, Trainer, Business Woman
 
Expert Business Speaker_Mike Wittenstein
Expert Business Speaker_Mike WittensteinExpert Business Speaker_Mike Wittenstein
Expert Business Speaker_Mike Wittenstein
Mike Wittenstein
 
Frictionless Buyer Journeys
Frictionless Buyer JourneysFrictionless Buyer Journeys
Frictionless Buyer Journeys
Acquia
 
ReFrame: Customer Experience is the new Marketing
ReFrame: Customer Experience is the new MarketingReFrame: Customer Experience is the new Marketing
ReFrame: Customer Experience is the new Marketing
JaylineKarusi
 
Demystifying UX, CX and Digital Transformation
Demystifying UX, CX and Digital TransformationDemystifying UX, CX and Digital Transformation
Demystifying UX, CX and Digital Transformation
Melissa Wilfley
 
Customer Journey FAQs - answers to the most common customer journey questions -
Customer Journey FAQs - answers to the most common customer journey questions - Customer Journey FAQs - answers to the most common customer journey questions -
Customer Journey FAQs - answers to the most common customer journey questions -
Martin Wright
 
RW_CONF17_CE_PROGRAMME_online_OCT 20
RW_CONF17_CE_PROGRAMME_online_OCT 20RW_CONF17_CE_PROGRAMME_online_OCT 20
RW_CONF17_CE_PROGRAMME_online_OCT 20
Julie Williams
 
Apparent Credentials 0710
Apparent Credentials 0710Apparent Credentials 0710
Apparent Credentials 0710
Apparent
 
Inside Out Marketing: Engaging Internal Culture with Brand Purpose
Inside Out Marketing: Engaging Internal Culture with Brand PurposeInside Out Marketing: Engaging Internal Culture with Brand Purpose
Inside Out Marketing: Engaging Internal Culture with Brand Purpose
Marketing Network marcus evans
 
How the world embraced customer experience in 2015: A visual journey to inspi...
How the world embraced customer experience in 2015: A visual journey to inspi...How the world embraced customer experience in 2015: A visual journey to inspi...
How the world embraced customer experience in 2015: A visual journey to inspi...
Rant & Rave
 
The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...
The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...
The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...
Ashley Friedlein
 
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...
Alan Colville
 

Similar to Fiona blades mesh experience festival of new mr 2020 (20)

Association's Forum Member Presentation. 2 Dec 2014.
Association's Forum Member Presentation. 2 Dec 2014.Association's Forum Member Presentation. 2 Dec 2014.
Association's Forum Member Presentation. 2 Dec 2014.
 
Ecew 2013
Ecew 2013Ecew 2013
Ecew 2013
 
The ultimate search of the perfect customer experience By Brian Solis
The ultimate search of the perfect customer experience By Brian SolisThe ultimate search of the perfect customer experience By Brian Solis
The ultimate search of the perfect customer experience By Brian Solis
 
CX and UX: A Marriage Made in Heaven
CX and UX: A Marriage Made  in HeavenCX and UX: A Marriage Made  in Heaven
CX and UX: A Marriage Made in Heaven
 
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...
Strategic trends in digital and marketing, Ashley Friedlein, Festival of Mark...
 
Customer Experience Master Class - Hazem El Zayat, Ogilvy
Customer Experience Master Class - Hazem El Zayat, OgilvyCustomer Experience Master Class - Hazem El Zayat, Ogilvy
Customer Experience Master Class - Hazem El Zayat, Ogilvy
 
The state of destination marketing: including launch of a new international s...
The state of destination marketing: including launch of a new international s...The state of destination marketing: including launch of a new international s...
The state of destination marketing: including launch of a new international s...
 
Customer journey mapping workshop
Customer journey mapping workshopCustomer journey mapping workshop
Customer journey mapping workshop
 
Lynn Baker -Customer Experience keynote 2016 pg1
Lynn Baker -Customer Experience keynote 2016 pg1Lynn Baker -Customer Experience keynote 2016 pg1
Lynn Baker -Customer Experience keynote 2016 pg1
 
Expert Business Speaker_Mike Wittenstein
Expert Business Speaker_Mike WittensteinExpert Business Speaker_Mike Wittenstein
Expert Business Speaker_Mike Wittenstein
 
Frictionless Buyer Journeys
Frictionless Buyer JourneysFrictionless Buyer Journeys
Frictionless Buyer Journeys
 
ReFrame: Customer Experience is the new Marketing
ReFrame: Customer Experience is the new MarketingReFrame: Customer Experience is the new Marketing
ReFrame: Customer Experience is the new Marketing
 
Demystifying UX, CX and Digital Transformation
Demystifying UX, CX and Digital TransformationDemystifying UX, CX and Digital Transformation
Demystifying UX, CX and Digital Transformation
 
Customer Journey FAQs - answers to the most common customer journey questions -
Customer Journey FAQs - answers to the most common customer journey questions - Customer Journey FAQs - answers to the most common customer journey questions -
Customer Journey FAQs - answers to the most common customer journey questions -
 
RW_CONF17_CE_PROGRAMME_online_OCT 20
RW_CONF17_CE_PROGRAMME_online_OCT 20RW_CONF17_CE_PROGRAMME_online_OCT 20
RW_CONF17_CE_PROGRAMME_online_OCT 20
 
Apparent Credentials 0710
Apparent Credentials 0710Apparent Credentials 0710
Apparent Credentials 0710
 
Inside Out Marketing: Engaging Internal Culture with Brand Purpose
Inside Out Marketing: Engaging Internal Culture with Brand PurposeInside Out Marketing: Engaging Internal Culture with Brand Purpose
Inside Out Marketing: Engaging Internal Culture with Brand Purpose
 
How the world embraced customer experience in 2015: A visual journey to inspi...
How the world embraced customer experience in 2015: A visual journey to inspi...How the world embraced customer experience in 2015: A visual journey to inspi...
How the world embraced customer experience in 2015: A visual journey to inspi...
 
The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...
The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...
The Customer Journey, Ashley Friedlein keynote presentation, PPA Customer Dir...
 
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...
UX Bristol 2017 - Three steps to consistent, connected, cross channel custome...
 

More from Ray Poynter

The State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsThe State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and Findings
Ray Poynter
 
ResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis tool
Ray Poynter
 
AI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaAI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from Yasna
Ray Poynter
 
Artificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarArtificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So Far
Ray Poynter
 
State of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRState of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMR
Ray Poynter
 
Sudden Death of Beliefs
Sudden Death of BeliefsSudden Death of Beliefs
Sudden Death of Beliefs
Ray Poynter
 
Uncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesUncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden Narratives
Ray Poynter
 
Narrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzNarrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at Mondelēz
Ray Poynter
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
Ray Poynter
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
Ray Poynter
 
The State of Insights – September 2023
The State of Insights – September 2023The State of Insights – September 2023
The State of Insights – September 2023
Ray Poynter
 
Research Thinking in the age of AI
Research Thinking in the age of AIResearch Thinking in the age of AI
Research Thinking in the age of AI
Ray Poynter
 
How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?
Ray Poynter
 
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
Ray Poynter
 
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
Ray Poynter
 
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysUsing Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Ray Poynter
 
Exploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTExploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPT
Ray Poynter
 
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysUsing Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Ray Poynter
 
How AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthHow AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business Growth
Ray Poynter
 
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchTech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Ray Poynter
 

More from Ray Poynter (20)

The State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and FindingsThe State of AI in Insights and Research 2024: Results and Findings
The State of AI in Insights and Research 2024: Results and Findings
 
ResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis toolResearchWiseAI - an artificial intelligence driven research data analysis tool
ResearchWiseAI - an artificial intelligence driven research data analysis tool
 
AI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from YasnaAI-powered interviewing: Best practices from Yasna
AI-powered interviewing: Best practices from Yasna
 
Artificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So FarArtificial Intelligence and Qual: The Story So Far
Artificial Intelligence and Qual: The Story So Far
 
State of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMRState of Research Insights in Q1, 2024 from NewMR
State of Research Insights in Q1, 2024 from NewMR
 
Sudden Death of Beliefs
Sudden Death of BeliefsSudden Death of Beliefs
Sudden Death of Beliefs
 
Uncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden NarrativesUncovering Consumers’ Hidden Narratives
Uncovering Consumers’ Hidden Narratives
 
Narrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at MondelēzNarrative Exploration of New Categories at Mondelēz
Narrative Exploration of New Categories at Mondelēz
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
 
The Future in Focus
The Future in FocusThe Future in Focus
The Future in Focus
 
The State of Insights – September 2023
The State of Insights – September 2023The State of Insights – September 2023
The State of Insights – September 2023
 
Research Thinking in the age of AI
Research Thinking in the age of AIResearch Thinking in the age of AI
Research Thinking in the age of AI
 
How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?How might AI impact Research and Insights over the next two years?
How might AI impact Research and Insights over the next two years?
 
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
From Words to Wisdom: Unleashing the Potential of Language Models for Human-C...
 
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
ChatGPT for Social Media Listening: practical application with YouScan’s Insi...
 
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in SurveysUsing Generative AI to Assess the Quality of Open-Ended Responses in Surveys
Using Generative AI to Assess the Quality of Open-Ended Responses in Surveys
 
Exploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPTExploring the future of verbatim coding with ChatGPT
Exploring the future of verbatim coding with ChatGPT
 
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative SurveysUsing Generative AI to bring Qualitative Capabilities to Quantitative Surveys
Using Generative AI to bring Qualitative Capabilities to Quantitative Surveys
 
How AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business GrowthHow AI / ChatGPT Drives Business Growth
How AI / ChatGPT Drives Business Growth
 
Tech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer researchTech for tech’s sake? Learnings from experiments with AI in consumer research
Tech for tech’s sake? Learnings from experiments with AI in consumer research
 

Recently uploaded

ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
PECB
 
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...
TechSoup
 
MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025
khuleseema60
 
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.pptLevel 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
Henry Hollis
 
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptxNEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
iammrhaywood
 
BBR 2024 Summer Sessions Interview Training
BBR  2024 Summer Sessions Interview TrainingBBR  2024 Summer Sessions Interview Training
BBR 2024 Summer Sessions Interview Training
Katrina Pritchard
 
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptxC1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
mulvey2
 
skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)
Mohammad Al-Dhahabi
 
Educational Technology in the Health Sciences
Educational Technology in the Health SciencesEducational Technology in the Health Sciences
Educational Technology in the Health Sciences
Iris Thiele Isip-Tan
 
Walmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdfWalmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdf
TechSoup
 
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumPhilippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
MJDuyan
 
math operations ued in python and all used
math operations ued in python and all usedmath operations ued in python and all used
math operations ued in python and all used
ssuser13ffe4
 
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem studentsRHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
Himanshu Rai
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
Nguyen Thanh Tu Collection
 
Haunted Houses by H W Longfellow for class 10
Haunted Houses by H W Longfellow for class 10Haunted Houses by H W Longfellow for class 10
Haunted Houses by H W Longfellow for class 10
nitinpv4ai
 
Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...
PsychoTech Services
 
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdfمصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
سمير بسيوني
 
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skillsspot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
haiqairshad
 
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptx
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxBeyond Degrees - Empowering the Workforce in the Context of Skills-First.pptx
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptx
EduSkills OECD
 
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptxChapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Denish Jangid
 

Recently uploaded (20)

ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
 
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...
 
MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025MDP on air pollution of class 8 year 2024-2025
MDP on air pollution of class 8 year 2024-2025
 
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.pptLevel 3 NCEA - NZ: A  Nation In the Making 1872 - 1900 SML.ppt
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.ppt
 
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptxNEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
 
BBR 2024 Summer Sessions Interview Training
BBR  2024 Summer Sessions Interview TrainingBBR  2024 Summer Sessions Interview Training
BBR 2024 Summer Sessions Interview Training
 
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptxC1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
 
skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)
 
Educational Technology in the Health Sciences
Educational Technology in the Health SciencesEducational Technology in the Health Sciences
Educational Technology in the Health Sciences
 
Walmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdfWalmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdf
 
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumPhilippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
 
math operations ued in python and all used
math operations ued in python and all usedmath operations ued in python and all used
math operations ued in python and all used
 
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem studentsRHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
 
Haunted Houses by H W Longfellow for class 10
Haunted Houses by H W Longfellow for class 10Haunted Houses by H W Longfellow for class 10
Haunted Houses by H W Longfellow for class 10
 
Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...Gender and Mental Health - Counselling and Family Therapy Applications and In...
Gender and Mental Health - Counselling and Family Therapy Applications and In...
 
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdfمصحف القراءات العشر   أعد أحرف الخلاف سمير بسيوني.pdf
مصحف القراءات العشر أعد أحرف الخلاف سمير بسيوني.pdf
 
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skillsspot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
 
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptx
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxBeyond Degrees - Empowering the Workforce in the Context of Skills-First.pptx
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptx
 
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptxChapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
 

Fiona blades mesh experience festival of new mr 2020

  • 1. What is CX and where is it heading? Fiona Blades MESH Experience @FionaMESH
  • 4. Direct and indirect brand touchpoints influence customer preference and behaviour S Baxendale, EK Macdonald & HN Wilson (2015), Journal of Retailing
  • 5. Customer Experience is EVERY Brand Encounter What we think about is every aspect of the consumer experience and trying to make it better: the product, the package, the communication, the in-store, the online, the in use, the after use, and how it all comes together. Marc Pritchard, Chief Brand Officer, Procter & Gamble
  • 6. Putting the customer at the heart
  • 7. What makes great CX? Consistency Perception is reality Enable connections Communication
  • 8. Value-in-use: is in the eye of the customer EK Macdonald & HN Wilson
  • 9. Customers cocreate great experiences Customers take an active role in cocreating the experience: 1.  Through selecting the touchpoints on their customer journeys. Including online, offline, mobile channels, 2.  Including brand owned, partner-owned and peer to peer touchpoints. 3.  Customers collaborate with each other to co-create the experience 4.  And with employees – so engagement is key. S Baxendale, EK Macdonald & HN Wilson (2015), Journal of Retailing
  • 10. Creating a streamlined omnichannel experience: LG Electronics 795 788 499 472 208 142 133 75 69 56 43 33 30 12 41 0 200 400 600 800 Total Texts by Occasion - (all brands) Base: 3395 Texts Importance of In Store and Online
  • 11. Only TV and Conversation are more persuasive than In Store and Online In Store Internet Press TV ad Smne’s home Conversation Public place Mail Leaflet Poster Shop Window Radio In the News 40% 50% 60% 70% 80% 90% 100% 30% 40% 50% 60% 70% 80% 90% 100% Purchase Intent T2B % Positivity T2B % Touchpoint Experience Map Size of bubble represents Touchpoint Share In Store and Online touchpoints generate the same quality of experience.
  • 12. Pervasive impact of retailers From TV ads to websites and leaflets “I am currently researching desktop and flat screen TV for bedroom so I am reading all of these every time I get them” (LG, Press, Very Positive, Might Buy)
  • 13. Personalized Streamlined Experience: Warner Leisure Hotels •  Week before, letter to welcome back (even though different booking approach used the 2nd time). •  Single supplement discussion resulted in personalized leaflet left in room. •  Trip to Conwy resulted in detour to see family home.
  • 14. Tech-enabled experiences helping people achieve their goals [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] 20% 30% 40% 50% 35% 45% 55% 65% Persuasiveness(T2B%) Positivity (T2B %) Overall Banking Touchpoint Experience Map: Apr’18- Mar’19
  • 15. How should we put CX in the framework of marketing? Building a customer centric and data driven culture Understanding the customer journey and Customer Lifetime Value Turning Voice of the Customer insights into Action Personalization becomes increasingly important
  • 16. [CELLRANGE] NPS [CELLRANGE] 1.00 1.50 2.00 2.50 1.00 1.50 2.00 2.50 Maintain Create Understand what ALL experiences are doing to KPIs like brand consideration and NPS NPS and Trust are harder to shift than Brand Consideration Retail Banking UK
  • 17. Richard Warren Director, Marketing Communication Lloyds Banking Group “I don’t think advertising creates trust. It comes from people’s experience of the bank”
  • 18. 1.71 1.94 Total Market Lloyds Bank Paid Media Impact on Improving Trust Lloyds paid media is clearly having an impact on Trust
  • 19. “The TV ad for Lloyds bank showed a horse running through a town. the voiceover message stated that Lloyds has been ''by your side for 250 years‘’ I liked the ad. it is comforting. It made me feel reassured and content and nostalgic.” Lloyds, TV, Very Positive, Slightly More Likely to Choose Lloyds nostalgic TV ads are providing reassurance
  • 20. How can marketers embrace CX? Articulate CX across the business – including partners and non- customer facing Stand in customer’s shoes: they buy value, not products! Immersion: Share insight into CX via journeys, touchpoints, personas Recognition: We all play a part in the customer’s experience
  • 21. Q & A Fiona Blades MESH Experience fionablades@meshexperience.com @FionaMESH Ray Poynter NewMR