Future brands X Customer experience

Customer experience as
the cornerstone of success
26 November 2015
Richard Curtis
rcurtis@futurebrand.com
@radarblur

Raise your hand
if you have had
a good customer
experience lately?
Keep your hand
raised if it was
with a computer?
Customer Experience | 26 November 2015 | © FutureBrand 2

Raise your hand
if you have had
a good customer
experience lately?
Keep your hand
raised if it was
with a computer?

Changing social context
To
I don’t want to
talk to a person
From
I don’t want to
talk to a machine

Changing social context
…unless the
person looks
like a machine

Changing experiential context
Vs.

Changing experiential context
&

What’s the real impact of technology?

1.
Net interest
margin
2.
Payment
systems
3.
Fees

1.
Net interest
margin
2.
Payment
systems
3.
Fees
Data-fueled
identification
of creditworthy
customers
Lending Club
P2P
New
customer-
centric
entrants
Apple Pay
Technology-
driven
automation
of services
TransferWise
Robinhood

1.
Net interest
margin
2.
Payment
systems
3.
Fees
Data-fueled
identification
of creditworthy
customers
Lending Club
P2P
New
customer-
centric
entrants
Apple Pay
Technology-
driven
automation
of services
TransferWise,
Robinhood
Reduced
costs
Improved
service

Death by a thousand cuts…
a thousand start-ups, solely focused on each
one of your customers’ pain points, unbundling
the banking world, gatecrashing your business
model and eating into your margins.
Reduced
costs
Improved
service

U.R.L.

Established
brands
U.R.L.
Large
customer
bases

The Big Machine

What makes future brands
Makes people’s lives betterCreates engaging experiences
at every touch point
Builds a strong
emotional connection
Purpose
Experience
Has a compelling
vision for the future
Delivers sustainable
business value
Redefines the category

1. The purchase funnel

Source: McKinsey Quarterly,
The consumer decision journey

Uniformity…the good old days

Vs.Repetition Chaos

Familiarity

2. The logo

Brand as interface | Interface as brand

notTools Rules

Branding tools
Don't give people more logos.
Give them tools to use the
brand in more meaningful ways.

3. The experience

First things first
A brand is what
a brand does.

Brand idea
Brand value
Brand belief
Brand pillar
Brand premise
Brand promise
Brand positioning
Brand proposition

Branding needs to do more.

Quality
Identity
Utility

How useful is your brand?

How to future-proof your brand of customer experience
1.
Identify the network
of interactions that
lead to purchase
and loyalty.
BTW it’s
not linear.
2.
Build the brand
as the customer
interface.
…not simply on the
customer interface.
3.
Make your brand
a useful tool in
your customers’
experience.
What is the role
of your brand?

“A customer is someone who has
not yet found a better alternative.”
– Nirmalya Kumar, Marketing As Strategy

See you in
the future.
Richard Curtis
FutureBrand
rcurtis@futurebrand.com
@radarblur
Customer Experience | 26 November 2015 | © FutureBrand

Future brands X Customer experience

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