A typical organisation will have many departments; marketing, sales, customer service, operations etc. Each of these is involved and responsible for specific channels and (service) touchpoints. However, none of the habits that truly make an organisation customer centric are possible across fragmented departments. The thing is, customers don’t care about silos or systems. They care about outcomes and feeling positive. Many organisations know the importance and benefits of customer centricity, but hardwired silo mentality is something large organisations struggle to get past. It’s ingrained in the culture. ‘Customer centricity’ fails because it’s no single department’s responsibility. In this masterclass you will learn how to break down silos and how to collaborate as a business while putting the customer at the centre of everything you do. You’ll learn how to benchmark how customer centric an organisation is, and understand the steps you can take to empower your organisation to design new and exciting services that are both positive and convenient for your customers.

1. Adapting to Customer
Centricity by Breaking
Down Silos.

2. Introduction

3. Humanising
Digital Experience.
Rawnet create human-centric
experiences. We balance customer
needs with business goals to design
& develop products & services that
help our clients stand out.

4. Transcending
Departments.
Why it’s so hard to ingrain
customer centricity into the
culture…

5. Our point of view
Digital Agency
See many companies from an outside perspective
Witnessed politics ruin projects and unsung heroes champion them
Typically companies suffer from the same barriers
Briefs and projects are often from a silo

6. Everything broke. Japanese companies created differentiation by having
zero defects. Consumer expectations changed.
Birth of Customisation. Dell’s ‘Just In Time’ manufacturing, create
differentiation by having personalised products. Consumer
expectations changed.
Global shipping and logistics improved. Differentiation was giving
access to low cost goods to every corner of the world. Consumer
expectations changed.
Internet available on mobile, create differentiation by being available
24 / 7 / 365. Consumer expectations changed.
So what now?
Customer Centricity.
1980s
2010s
2000s
1990s
A brief history.

7. No single department or team can successfully
create a perfect Customer Experience
because…
No single department or team has the sole
responsibility/authority/influence to create a
perfect Customer Experience
However, unlike improving
production lines, logistics and
manufacturing techniques…

8. 8
“Of course we’re customer
centric! Our NPS is 8!”
*Fictional person from Google Images. “CEO”, but had the perfect corporate yet friendly face.

9. Design the
experience
(staff & systems)
Empower
the front line
Listen
don’t
measure
Feedback
driving
continuous
improvement
Understand
your
customer
Customer
focused
leadership
The first point we can
think departmental
Customer
Centricity

10. Hello Fresh cancellation

11. Why CX fails.

12. Customer Centric is a way of doing business with your
customer in a way that provides a positive customer experience
before, during and after the sale in order to drive repeat
business, customer loyalty and profits.
So what exactly do we mean by a
Customer Centric Organisation?

13. 13
Today’s Masterclass
Understand customer context beyond the usual touchpoints
Influence and convince internal stakeholders of the value of
customer centricity
CX maturity assessment

14. Time to split into teams

15. 1/5 - Examples of poor CX.

16. Often a poor customer experience
will happen even when a service
is working as intended

17. In teams talk about a time when
nothing went wrong ‘as such’ within
a service but you still had a poor
customer experience
TEAM EXERCISE 1 - CONSUMER HAT
For example returning a phone, international
mobile data charges, insurance renewals etc

18. Team Feedback
TEAM EXERCISE 1 - CONSUMER HAT

19. 2/5 - The BLACK HOLE
OF OBLIVION.

20. A subscription based meal delivery service
Introducing.

21. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
SIGN UP
OFFER
CHOOSE PLAN
REGISTER
ADD ADDRESS
PAY
MEAL
SELECTION
DELIVERY
MEAL 1
FOOD LEFT
OVER

22. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
MEAL 2
FOOD LEFT
OVER
UNPLANNED
EVENING AT
WORK
GRABBED A
PIZZA
MEAL 3
FOOD HAS
GONE OFF
CHUCKED
AWAY
CANCEL

23. BLIND SPOT MEASUREABLE
Visible interaction
with the brand
Invisible interaction
with the brand

24. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
SIGN UP
OFFER
CHOOSE PLAN
REGISTER
ADD ADDRESS
PAY
MEAL
SELECTION
DELIVERY
MEAL 1
FOOD LEFT
OVER

25. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
MEAL 2
FOOD LEFT
OVER
UNPLANNED
EVENING AT
WORK
GRABBED A
PIZZA
MEAL 3
FOOD HAS
GONE OFF
CHUCKED
AWAY
CANCEL
TRIGGER
BLACK HOLE

26. Way too much research, UX and
marketing effort goes into customer
acquisition with the hope the service is
good enough to retain it’s users

27. 2 month retention = 30%
6 month retention = 17%
24 month retention = 8%
Hola Fresco’s main business problem of
a high churn rate is not being addressed
It’s unsustainable

28. An overarching value for this
service is that it’s convenient for
people that have a tendency to
be lazy and don’t plan ahead
Not catering for these people simply won’t work

29. The effort of understanding your
user’s day-to-day interactions must
trump measuring traditional
marketing and business KPIs
BLIND SPOTS
Understand your
Listen to your users

30. In teams identify the user journey for
one of your teams poor CX examples
Add:
• blind spots
• measurable interactions
• the trigger
• the black hole
TEAM EXERCISE 2 - CONSUMER HAT

31. TEAM EXERCISE 2 - CONSUMER HAT
Team Feedback

32. 3/5 - Avoiding
BLACK HOLES.

33. Time to switch
from a Consumer
to Service Designer

34. Now Hola Fresco know their
blind spots as Service Designers
we can design a solution

37. How does this benefit
the customer?
• They get account credit
• They can do a good deed for a friend
• They are not wasting food
• Improved CX all round

38. How does this benefit
the brand?
• We get free marketing
• We get good PR
• We boost our corporate social responsibility
• Improved CX all round

39. How does this improve the
customer experience?
• If I have an unplanned evening I don’t lose out and
don't feel any negativity towards the brand.
• Even if I don’t actually give away my meal I can
still pretend I did and still not lose out

40. In your teams design a solution to
improve the negative CX within
your user journey
TEAM EXERCISE 3 - SERVICE DESIGNER HAT

41. Team Feedback
TEAM EXERCISE 3 - SERVICE DESIGNER HAT

42. 4/5 - Consider and Validate.

43. Solutions will always involve
many departments, each
with their own agendas.

44. A UK based supermarket…

45. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
Finance
Logistics
Brand
UX
Development
Product
Marketing
Credit based share scheme
Increase Profits
Inventory Level
Loyalty
Increase Conversion
Stability
Quality
Reduce CPA
Keep this area free
for now

46. Identify the departments that
will be affected or involved in
your solution.
Highlight their key department challenges.
TEAM EXERCISE 4 - SERVICE DESIGNER HAT

47. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
Finance
Logistics
Brand
UX
Development
Product
Marketing
Increase Profits
Inventory Level
Loyalty
Increase Conversion
Stability
Quality
Reduce CPA
Credit based share scheme
2
N/A
7
6
N/A
N/A
7
9
Keep this area free
for now

48. How will your solution benefit
the department and their key
challenge?
TEAM EXERCISE 5 - SERVICE DESIGNER HAT

49. Team Feedback
TEAM EXERCISE 5 - SERVICE DESIGNER HAT

50. 5/5 - Adjustment.

51. Are adjustments
needed?

52. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
Finance
Logistics
Brand
UX
Development
Product
Marketing
Increase Profits
Inventory Level
Loyalty
Increase Conversion
Stability
Quality
Reduce CPA
Credit based share scheme
2
N/A
7
6
N/A
N/A
7
9

55. THE BLACK HOLE OF OBLIVION UNDERSTAND
OBLIVION
SEE YA LATER
Finance
Logistics
Brand
UX
Development
Product
Marketing
Increase Profits
Inventory Level
Loyalty
Increase Conversion
Stability
Quality
Reduce CPA
Credit based share scheme
2
N/A
7
7
N/A
N/A
7
9
Introduce referral
discount 4
Introduce referral
incentive
9
Introduce referral
incentive 8
Introduce referral
incentive
9

56. TEAM EXERCISE 6 - SERVICE DESIGNER HAT
Can you adapt your
solution to increase the
department benefit?

57. TEAM EXERCISE 6 - SERVICE DESIGNER HAT
Team Feedback

58. Summary

59. A lot of customer
frustrations come from:
• No single customer view
• Rigid policies designed to protect the business
• No front-end flexibility
• Not being listened to, but measured
• Unique needs not being met

60. Mapping a customer journey often
neglects the blindspots
Blindspots are where the real negative
experiences happen
You'll never know about these if you
don't listen

61. Harder to reach blindspots are typically
outside of any departmental KPIs
because they can't be measured.
No department can therefor fix on their
own
The fix requires buy-in from multiple
departments

62. Don't be an ineffective ideas factory
Learn how to adapt and sell various business
cases to get support
Don't be idealistic - a less than ideal solution is
better than no solution
Customer benefits and company benefits don't
have to be mutually exclusive.

63. Be the customer champion,
but build your army

64. CX Maturity.

65. Assess your current customer
experience maturity
http://bit.ly/CX-Maturity

66. 6 stages of CX maturity
http://bit.ly/CX-Maturity
Ignore Explore Assemble Activate Align Embed

67. Hope you had fun.
Thanks.