Speaker presentations from the launch of DMI 2013 on May 22nd at the RSA in London. Speakers were Emma Robertson, - Transform, Siobhan Fitzpatrick - Homebase, Sarah Hicks - Santander and Jonathan Carr-West - LGIU. A video from the launch event is available here: https://vimeo.com/68079660 and the research report can be downloaded here: http://www.transformuk.com/research/dmi-2013-creating-true-customer-centred-services/ . For further information please contact enquiries@transformUK.com

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DMI 2013:CREATING TRUE CUSTOMER
-CENTRED SERVICES

2. DMI 2013: Creating true customer-centred services
Emma Robertson, Managing Director,Transform
#DMI2013

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Welcome & Agenda
• Opening address and DMI 2013 headlines
-Emma Robertson, Managing Director,Transform
• Business silos and the difficulty of delivering a seamless customer experience
-Sarah Hicks, Managing Director of Digital, Santander
• Multi-channel & the challenges of customer-centricity
-Siobhan Fitzpatrick, Director of Multi-Channel, Homebase
• Digital public services: going where the eyeballs are
-Jonathan Carr-West, Chief Executive, Local Government Information Unit
• Panel discussion
• Networking and coffee
#DMI2013

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When you’re done changing, you’re done
#DMI2013

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Pace of Change
#DMI2013

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Where it all began...
#DMI2013

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Where it took off ...
#DMI2013

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UK Smartphone
penetration 64%
#DMI2013

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Worldwide, more people own a
mobile phone than a toothbrush
#DMI2013

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Facebook users passed
1bn
70% UK usage via mobile
#DMI2013

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Analogue TV gone – digital
switchover complete
#DMI2013

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Square processes over $10bn
Mobile payments
mainstream
#DMI2013

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18.4m tax disc renewals
online each year…
…but 44% still done at Post Office
#DMI2013

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7.9m self assessment tax
returns filed online in 2013
12 per second on 31st January
#DMI2013

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DMI 2013 – Key Findings
Where digital may lead it must be part of an integrated design that provides the right
service, through the right channel, at the right time.
#DMI2013

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Digital continues to steadily grow in importance
• 66% see it as very important
• (... 34% don’t)
• 75% recognise it at board level
#DMI2013

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Digital not yet embedded within organisations
• Digital continues to be siloed – sitting
in stand alone departments
• 55% place only moderate or little
importance on organisation-wide
digital and technology skills
#DMI2013

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Disconnect between the leadership and functional roles
• When it comes to customer
experience, leaders believe offline is
better whereas those in functional
roles stated that the experience was
enhanced online
#DMI2013

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But customers want …
• A multi-channel experience
#DMI2013

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Most organisations see digital as the future
• Within 3 years, the majority of
organisations expect online to become
the primary transaction & engagement
channel
• Although customers agree with
investment profile, they still place a
premium value on f2f interactions
#DMI2013
How many years until online is expected to provide the largest share of
transactions/sales within your sector?

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Mobile is growing, but yet to be dominant
• Nearly half the organisations are seeing
transactions and customer engagement
via mobile
• 20% expect mobile to overtake digital
within the next 2 years
• But most believe it will be 3-4 years
before it is the dominant channel
#DMI2013
How long until mobile is expected to overtake digital as the primary channel
for customers accessing information in your sector?

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Innovation is an increasing priority for organisations
• There is a notable shift in the attention given to wider innovation. 78% either have a
formal department, an organisation-wide approach or have embedded it at all levels
#DMI2013

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In Summary...
• Digital is more embedded than it has ever been – culturally, organisationally and
commercially
• Increasingly customers treat interactions as generically “digital” – channels
becoming less relevant to the always-on generation
• We’ve come a long way – but there is further to go
#DMI2013

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DMI 2013:CREATING TRUE CUSTOMER
-CENTRED SERVICES

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Business silos and the difficulty of delivering a
seamless customer experience
Sarah Hicks
Managing Director of Digital, Santander
#DMI2013

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Why is this important?
• Brand vision for a seamless customer
experience
• Currently organisations are typically built
around functional objectives
#DMI2013

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Why are Financial Services in silos?
• Legacy IT systems
• Organisation Structure/Maturity
o Departments have a singular view
o Political drivers create isolated departments
o Incentive structures
• Process optimisation is often only made by channel not complete user journeys
#DMI2013

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What does it feel like as an executive?
• Intense internal negotiation or political
manoeuvring overshadows customer
focus
• Difficulty in achieving short-term goals as
solutions often involve a long-term
programme which budget may not allow
#DMI2013

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What can we do about it?
• Focus on the customer
• Live the customer experience
• Use customer feedback
• Encourage customer co-design
• Promote sponsorship and influence from
the top
• Change internal behaviours
• Alter incentive structure to encompass
multi-channel
• Integrate channels
• Deliver a clear vision
#DMI2013

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Conclusion
• Put the Customer first
o Leave empty seat in the meeting room
o Cardboard cut out of persona
o Ask “what would the customer think or
want?”
• Balance
o Recognise the need to balance Bank
efficiency and Customer delight
#DMI2013

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DMI 2013:CREATING TRUE CUSTOMER
-CENTRED SERVICES

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Multi-channel & the challenges of
customer-centricity
Siobhan Fitzpatrick
Director of Multi-channel, Homebase
#DMI2013

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What does being customer-centric mean?
• Retail subject to the whims and wants of the Great British Public
• Easy to become re-active – believe so much in “customer” that you chase rather than lead
the agenda
• Seeking to strike the balance between listening to the customer with confidence in the brand
& proposition
#DMI2013

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What does it mean to Homebase?
• Understanding our customer – who they
are and what they need from us
• Understand their motivations and
emotional needs – DIY can be tough!
• Looking at competitors through the eyes of
our customers – seek to differentiate and
leap-frog, not copy
• In Digital - develop experiences that sit
within the mix and exceed customers
expectations
#DMI2013

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What does it mean to Homebase?
• Helen & Bob...
• Bringing our customers to life – articulating them and really getting under their skin
• Thinking through their journey and touchpoints – from digital to in-store to home delivery
#DMI2013

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Challenges to getting it right and
what we’ve learnt
#DMI2013

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Listen, listen & listen again
• Listen to customers at all points in the development process
• Take all opportunities – does not have to be formal or expensive
• Really listen – no point if you only listen to what you want to hear
#DMI2013

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Cross channels with care
• Challenge in multi-channel of keeping the
experience consistent cross channel
• Risk of exceeding expectations in one
channel, and disappointing in the next
• Digital especially easy to excel in isolation,
difficult in collaboration
#DMI2013

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Embed within the team – top to bottom
• Easy to maintain customer-centricity within a
small focused group
• Important to embed everywhere – from
senior leadership to stores, IT & back-office
• Especially key in digital that the IT team are
as customer focused as the digital team
#DMI2013

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DMI 2013:CREATING TRUE CUSTOMER
-CENTRED SERVICES

41. Digital public services: going
where the eyeballs are
Jonathan Carr-West
Chief Executive, LGiU
#DMI2013

48. To a man
with a
hammer
everything
looks like a
nail…

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DMI 2013:CREATING TRUE CUSTOMER
-CENTRED SERVICES