Precedent - CX: Survival of the Fittest seminar, 15th April Cardiff

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Precedent

Internet

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.

DIGITALSTRATEGY
DIGITAL
TRANSFORMATION
CUSTOMEREXPERIENCE
WEBSITES,TABLET&
MOBILE

26YEARS
100EXPERTSINDESIGN,
TECH,STRATEGY&UX
6LOCATIONS

TIME GOES ON.
NEEDS CHANGE.
EVERYORGANISATION
STARTSOUTBYMEETING
THENEEDSOFITSAUDIENCES.

Physiological
Safety
Love / belonging
Esteem
Self-
actualisation

TO THRIVE WE NEED
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE NEED
WEALTH, SECURITY AND
PHYSICAL WELLBEING

MEETS NEEDS
“I accomplished my goal”
EASY
“I didn’t have to try hard”
ENJOYABLE
“I feel good about that”

As a new parent, I want to save
money, so that I can have enough
put aside for when my son goes to
university.

Itisimpossibletoengage
someoneifyoudon’tknow
what’smotivatingthem.

Peoplenolongerseparate
physicalanddigital

Wordofmouthisthemostdisruptive
forceinmarketing,andtheprimary
factorbehind20to50percentofall
purchasingdecisions.

Youdon’tneed
customers,youneed
advocates.

1. Needs change
2. Rational and emotional
3. Motivation
4. Convergence
5. Advocacy
5 KEY POINTS

Peoplewillforgetwhatyousaid,
peoplewillforgetwhatyoudid, 
butpeoplewillneverforgethow
youmadethemfeel.
Maya Angelou

OUR CUSTOMERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N

T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
”

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

HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?

Toadaptandprovidetrulygreat
customerexperiences,youmust
lookinternallyaswellasexternally.

TobeincontroloftheCustomer
Experience,youneedtobein
controlofboththeorganisational
andexperientiallevels.

HOWYOUVALUEYOURAUDIENCES.
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

To provide our customers with
the most convenient access to
media entertainment.
”

CULTURE
1. Put CX at the top of your agenda
2. Map the customer experience
3. Understand the role digital plays
4. Tiny Noticeable Things
5. Don’t be stubborn!

HOWYOUGATHERFEEDBACKANDREACT.
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

I’d like to buy the world a Coke
Share a Coke with friends
It started with a kiss

ANALYSIS
1. Be SMART
2. Benchmark the competition
3. Listen to your customers
4. Harness social media
5. CX metrics to appraise staff

HOWYOUMEETBASICNEEDS
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

RATIONAL
1. Design with the user in mind
2. Prototype, test, refine, repeat
3. Be consistent
4. Innovate

EXCEEDINGEXPECTATIONSAND
DELIGHTINGCUSTOMERS
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL

To be the most magical
place on earth.
”

EMOTIONAL
1. Identify your personality
2. Personalise the experience
3. Delight
4. Encourage advocacy

RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED

LISTEN TO YOUR CUSTOMERS1
VISUALISE THE CUSTOMER
EXPERIENCE
2
MEASURE AND ANALYSE THE
CUSTOMER EXPERIENCE
3
SET GOALS4
5 BUILD A TEAM

EVANGELISE6
IDENTIFY THE PROBLEM AREAS7
FIX ONE PROBLEM AT A TIME8
CONTINUAL IMPROVEMENT9
10
DON’T STOP LISTENING TO YOUR
CUSTOMERS

@lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
precedent.com/cx

OUR REPORTS
Membership report – May 21st
Health and Care report – July
Higher Education report – September
Flagship report – September

KEEPING IN TOUCH
✴ precedent.com
✴ brittany.mauran@precedent.com
✴ @precedentcomms
✴ facebook.com/precedentcomms
✴ LinkedIn…

✴ Our page for all our latest thought
leadership, events and articles 
✴ Our group to participate in the latest
discussions and trending topics

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