This document provides guidance on selling experience strategy work internally and externally. It discusses understanding customers by mapping their goals and planning cycles. It recommends making the strategy product accessible by clearly articulating the current customer experience and desired changes. The document also suggests unlocking one's inner salesperson by practicing pitches and building relationships. The overall aim is to help strategists understand customers and make experience strategy proposals essential, accessible and buyable.
UX STRAT Europe 2018: Dr. Giulia Calabretta, Delft University of TechnologyUX STRAT
UX STRAT Europe 2018 presentation slides by Dr. Giulia Calabretta of the Delft University of Technology, "Strategic Design Practices for Enterprise Innovation"
UX STRAT Europe 2018: Dr. Giulia Calabretta, Delft University of TechnologyUX STRAT
UX STRAT Europe 2018 presentation slides by Dr. Giulia Calabretta of the Delft University of Technology, "Strategic Design Practices for Enterprise Innovation"
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset t...UX STRAT
UX STRAT Europe 2017 presentation by Nico Weckerle, Vice President Experience Strategy, Deutsche Telekom:
"Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"
I joined Autodesk one year ago to help transform the 33 year old company from product centricity to experience centricity. This is the plan I put in place.
UX STRAT Europe 2017: Martin Kulessa: “Turning BMW into a Customer Oriented M...UX STRAT
UX STRAT Europe 2017 presentation by Martin Kulessa, Chief Customer Officer, NOW Mobility Services, BMW: “Turning BMW into a Customer Oriented Mobility Services Provider”
UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & RoadmappingTim Loo
This presentation is a shareable version of my workshop presentation from UX STRAT 2014, Boulder, Colorado.
In this workshop, we discussed the purpose of vision and roadmap in the experience strategy and the importance of working together with both business stakeholders and customers in the planning process. We covered practical definitions, skills and techniques:
- What is an experience vision?
- What are the ingredients for a great experience visions?
- Running visioning workshops with stakeholders
- Communicating experience vision through storytelling
- What is an experience roadmap?
- Creating a delivery roadmap
What do you get when you join the best of enterprise architecture and service design into one framework? Cohesive enterprise design, a holistic business design framework by Zilver innovation and Cohesion360.
Businesses typically view UX design as a tactical activity. More and more, however, companies are turning to UX as a source of strategic growth. As they do so, creating a design strategy and aligning it with business goals becomes essential. For many UX designers this represents a new challenge requiring an expanded skill set.
This workshop provides a solid background for understanding, building and communicating an effective UX Strategy. Through many examples, hands-on activities, and references to relevant literature, you’ll learn about this emerging field that is critical to the future of UX.
In particular, we’ll be working with a tool I created based on combination of research and practical experience called the UX Strategy Blueprint.
This course is suited for information architects, interaction designers, visual designers, content strategists, and UX designers seeking to better understand strategy, as well as product managers and developers interested in UX strategy. It is geared towards practicioners with an intermediate to advance level of understanding of UX design, in general.
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset t...UX STRAT
UX STRAT Europe 2017 presentation by Nico Weckerle, Vice President Experience Strategy, Deutsche Telekom:
"Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"
I joined Autodesk one year ago to help transform the 33 year old company from product centricity to experience centricity. This is the plan I put in place.
UX STRAT Europe 2017: Martin Kulessa: “Turning BMW into a Customer Oriented M...UX STRAT
UX STRAT Europe 2017 presentation by Martin Kulessa, Chief Customer Officer, NOW Mobility Services, BMW: “Turning BMW into a Customer Oriented Mobility Services Provider”
UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & RoadmappingTim Loo
This presentation is a shareable version of my workshop presentation from UX STRAT 2014, Boulder, Colorado.
In this workshop, we discussed the purpose of vision and roadmap in the experience strategy and the importance of working together with both business stakeholders and customers in the planning process. We covered practical definitions, skills and techniques:
- What is an experience vision?
- What are the ingredients for a great experience visions?
- Running visioning workshops with stakeholders
- Communicating experience vision through storytelling
- What is an experience roadmap?
- Creating a delivery roadmap
What do you get when you join the best of enterprise architecture and service design into one framework? Cohesive enterprise design, a holistic business design framework by Zilver innovation and Cohesion360.
Businesses typically view UX design as a tactical activity. More and more, however, companies are turning to UX as a source of strategic growth. As they do so, creating a design strategy and aligning it with business goals becomes essential. For many UX designers this represents a new challenge requiring an expanded skill set.
This workshop provides a solid background for understanding, building and communicating an effective UX Strategy. Through many examples, hands-on activities, and references to relevant literature, you’ll learn about this emerging field that is critical to the future of UX.
In particular, we’ll be working with a tool I created based on combination of research and practical experience called the UX Strategy Blueprint.
This course is suited for information architects, interaction designers, visual designers, content strategists, and UX designers seeking to better understand strategy, as well as product managers and developers interested in UX strategy. It is geared towards practicioners with an intermediate to advance level of understanding of UX design, in general.
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
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An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
A STUDY ON MARKETING STRATEGY DEVELOPMENT AT ADMISSION SQUARE LLP- BANGALORESnehashisRoy1
The development of a marketing strategy involves the isolation of a target market segment, a set of clear-cut goals, a fair amount of consumer research, and the implementation of initiatives aimed at getting the word out.
A freelance and trainer in the field of marketing and sales with more than 15 years of experience in this field through which he managed to build working environments and cooperates with teams to reach the goals. He has worked for the last four years as a marketing and sales consultant for many companies in the fields of industrial and technical fields. He managed to make the necessary and most important difference for these companies.
Ivan Georgiev, Co-Founder and Co-CEO of Pontica Solutions, was the first guest speaker in the Outsourcing and Offshoring Course at the Faculty of Economics and Business Administration (Sofia University).
Assessment and development are better together. But it’s not an easy task, especially when the two functions are disconnected. The combination of assessment and development isn’t about bolting the two functions together, but rather making sure that both are tightly aligned with your organizations business drivers and talent strategy, AND with each other. This “How To” guide will help you build a strategic, integrated assessment and development architecture.
What’s Inside?
• DDI’s integrated assessment and development framework
• Four recommendations for obtaining strategic alignment and governance
• Guidance and tips to consider when forming assessment, individual development, and cadre-based development strategies
The changing nature of strategy requires new ways of thinking and doing. Experience strategy is a systemic and an active form of strategy that drives brand coherence and builds brand relevance through constantly seeking new knowledge and new meanings
S.S.B International Marketing & Management Consultancy is brain child of our founder
Mr. GAJADI ARVIND KUMAR, who has tremendous experience of more than 14 years of Sales, Marketing &
Business Development. Has done (M.B.A) ASMA Institute of Business Management from Bangalore Amongst
his job experience his major contribution comes from Renowned marketing company of India, He has more
than 14 years of experience as Marketing Consultant in guiding MSME & SME businesses in Mumbai &
Maharashtra, so far we have helped more than 30 clients with turnover of less than 1 cr. & maximum of 100
cr. The growth attended between 40% to 1000% within 1-5 yrs. of span.
He has attended 6 SMART CONFERENCES held by Eureka Forbes Ltd., consecutive for 6 years., Mumbai,
wherein he Has participated along with 50 delegates who has first time visited Canton Fair at Guangzhou,
China to study marketing trend of Republic of China. Visited Dubai for GLOBAL MAHARASHTRA BUSINESS
FORUM (GM BF) of DUBAI to study Opportunities in GCC countries.
Times Are a-Changin’: Agencies and the New ABM EcosystemDemandbase
We’re entering a new phase of ABM. Successful execution now involves the combined capabilities of the full marketing ecosystem. Critical in this ecosystem is the agency, though their ABM role has been murky up to now. Join this session to learn the agency’s role in successfully executing and optimizing ABM strategies and how they can work closely with ABM vendors and data partners to drive mutual client success.
Planning Your Conversion Optimisation for 2017 PRWD
Planned your CRO strategy for 2017 yet?
In this presentation Paul Rouke (CEO and Founder, PRWD) and Sushant Sharma (Marketing Manager, VWO) share what are the essential elements for successful CRO and business growth in the new year.
This presentation was provided by Patricia Brennan of The Chan Zuckerberg Initiative, during Session Five of the NISO event "Agile Product and Project Management for Information Products and Services," held on June 11, 2020.
Strategy & Space is a boutique consultancy for brand strategy and experience design. Brand strategies are coming to live through the digital, physical and human experience in space. Strategy & Space connects branding with service design and architecture to create environments that are more useful, enjoyable and human centered.
Similar to UX STRAT USA 2017: Tim Loo, "How To Sell Experience Strategy Internally and Externally" (20)
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# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
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Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
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UX STRAT USA 2017: Tim Loo, "How To Sell Experience Strategy Internally and Externally"
1. London | Norwich | Singapore
UX Strat 2017
Selling experience strategy
internally and externally
Tim Loo Strategy Director
Phil Morton Principal Consultant
2. 2 | Selling strategy, September 2017
Before we begin
(our code of conduct)
3. 3 | Selling strategy, September 2017
The Chatham House Rule
When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information
received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.
4. 4 | Selling strategy, September 2017
What happens in Boulder
stays in Boulder
5. 5 | Selling strategy, September 2017
Real life scenarios and examples
- keeping it real and practical
6. 6 | Selling strategy, September 2017
We’re
Foolproof
We’re an experience
design company.
7. 7 | Selling strategy, September 2017
Who we are
Executive Director (Strategy) at Foolproof, leading the
Experience Strategy practice. Long time supporter of UX
Strat. Didn’t even get past one episode on MasterChef.
Principal Consultant at Foolproof, leading complex design
projects for global clients such as PlayStation and HSBC.
Once went on holiday to Turkmenistan.
Tim Loo Phil Morton
8. 8 | Selling strategy, September 2017
What you’ll learn:
Approaches and techniques to find,
create and win opportunities to do
experience strategy work
9. 9 | Selling strategy, September 2017
Contents
1. Introduction
2. What we mean by experience strategy
3. Selling experience strategy
— Know and understand your customers
— Make your product accessible, buyable and above all, essential
— Unlock your inner salesperson
10. 10 | Selling strategy, September 2017
Selling experience strategy
So what exactly do
we mean by this?
20. 20 | Selling strategy, September 2017
Levels of UX strategy…
(thanks to Ben Judy)
21. It can be at different levels (Ben Judy diagram)
Source: UX STRAT USA: Ben Judy, "Mission-Based UX Strategy: One Year Later”
https://www.slideshare.net/UXSTRAT/ux-strat-usa-ben-judy-missionbased-ux-strategy-one-year-later
22. 22 | Selling strategy, September 2017
Selling experience strategy
So what exactly do
we mean by this?
23. 23 | Selling strategy, September 2017
What do we mean by
experience strategy?
24. 24 | Selling strategy, September 2017
experience strategy
1. a long-term plan to align every
customer touch-point with your
brand position & business strategy
2. other definitions are available
25. 25 | Selling strategy, September 2017
§ Who are our target customers?
§ What’s the current customer story, priorities and
pain-points, metrics?
§ What’s our vision for the holistic experience?
§ What are our guiding principles for target
experience?
§ What are our future customer stories & outcomes?
§ What are the experience gaps between today’s
experience and our future customer stories?
§ What specific initiatives and projects do we need?
§ What enablers and capabilities are required to
support these initiatives?
§ What are the gaps between the vision and reality?
§ How will we prioritise & trade-off to create focus?
§ What’s our roadmap for change and innovation?
§ What are key performance indicators and targets
for transforming the experience?
§ How will we incentivise the right behaviours?
CURRENT STATE
EXPERIENCE
EXPERIENCE
VISION &
PRINCIPLES
INITIATIVES,
ENABLERS &
CAPABILITIES
EXPERIENCE
ROADMAP
EXPERIENCE
TARGETS & KPIs
1. Where are we today?
2. Where do we want
to get to?
4. What do we need
to do?
5. What’s our plan?
3. What are our
measures of success
26. 26 | Selling strategy, September 2017
Selling experience strategy
So how do we feel
about this?
27. 27 | Selling strategy, September 2017
London | Norwich | Singapore
How do you feel about selling?
28. 28 | Selling strategy, September 2017
London | Norwich | Singapore
How do you feel about selling?
29. 29 | Selling strategy, September 2017
How do you feel about selling?How do you feel about selling?
30. On your own (or with your colleagues):
You have 10 minutes.
§ Why have you pursued UX strategy in your
organisation or for your clients?
§ In your own efforts to advance UX strategy in your
organisation or clients, what has been effective?
§ What have been the biggest challenges?
Team task: Sharing your experience
33. being
clever
making shit
happen
strategy frameworks
methodology & toolkit
UX design skills
finding the right sponsor
getting buy-in
managing politics
internal communication
business cases
KPIs & dashboards
programme office
target operating model
change management
compensation & incentives
organisational design
enterprise architecture
culture change
34. 34 | Selling strategy, September 2017
Selling is a big part of making
experience strategy happen
35. 35 | Selling strategy, September 2017
Selling experience strategy
1. Know and understand your customers
2. Make your product accessible, buyable
and above all, essential
3. Unlock your inner salesperson
36. 36 | Selling strategy, September 2017
Selling experience strategy
1. Know and understand your customers
2. Make your product accessible, buyable
and above all, essential
3. Unlock your inner salesperson
37. 37 | Selling strategy, September 2017
organisation people
38. 38 | Selling strategy, September 2017
Boil down the organisation’s
strategy & goals
39. 39 | Selling strategy, September 2017
strategy
STRATEGIC
GOALS
STRATEGIC
PROGRAMMES
PROJECTS
(TACTICS)
goal A goal B goal C
programme X programme Y programme Z
project
Q
WORKSTREAMS
TASKS
BUSINESS
STRATEGY
40. COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013 2014 2015 2016
Boil down the organisation’s strategy & goals
42. Shell Commercial Fleet CONFIDENTIAL 42March 2015
The evidence is clear: our Commercial Fleet customer experience,
either creates value or destroys value in terms of customer margin,
volume & tenure. Delivering superior customer experience matters.
And it makes a big difference for our own satisfaction, motivation
and pride in our commercial offering.
In 2015, we need to commit to and create real change in the way
we think about and deliver customer experience
TRANSFORMING OUR CUSTOMER EXPERIENCE
46. 46 | Selling strategy, September 2017
Tune your ear to the language
of management
47. “we want to be the most
admired company” “improved speed &
transparency”
“increased customer
engagement”
“helps us unlock the value
of data”
“our existing clients expect
better experiences”
“could save us a huge
amount of money”
“increased colleague
productivity”
“increased access across
functions and
geographies”
“we need to innovate to
access new markets and
customers”
Source: Stakeholder interviews and workshops (March & April 2017)
Tune your ear to the language of management
49. 49 | Selling strategy, September 2017
Map your stakeholders and
their goals to identify potential
sponsors and blockers
50. 50 | Selling strategy, September 2017
experience strategy
1. a long-term plan to align every
customer touch-point with your
brand position & business strategy
Who owns this?Who owns this?
Who owns this? Who owns this?
51. 51 | Selling strategy, September 2017
ORIENTATION
SUPPORTIVE
NEUTRAL
RESISTANT
HIGHMEDIUMLOW
CRITICALITY TO SUCCESS
1. Identify advocates
2. Convert neutrals
3. Be prepared for
detractors
52. 52 | Selling strategy, September 2017
Understand how the
organisation’s strategy and
planning cycle work
53. 53 | Selling strategy, September 2017
Q2
Many organisations have a
planning and budgeting window
in the third quarter for next year
Q3 Q4 Q1 Q2 Q3 Q4
Sometimes opportunistic
expenditure can happen before
the end of the year
54. 54 | Selling strategy, September 2017
Be opportunistic – use existing
work/projects to get in front of
key stakeholders
56. 56 | Selling strategy, September 2017
Strategist checklist: know and understand your customers
q Boil down the organisation’s strategy & goals
q Tune your ear to the language of management
q Map your stakeholders and their goals to
identify potential sponsors and blockers
q Understand how the organisation’s strategy
and planning cycle works
q Be opportunistic – use existing work/projects
to get in front of key stakeholders
57. 57 | Selling strategy, September 2017
q Boil down the organisation’s strategy & goals
q Tune your ear to the language of management
q Map your stakeholders and their goals to
identify potential sponsors and blockers
q Understand how the organisation’s strategy
and planning cycle works
q Be opportunistic – use existing work/projects
to get in front of key stakeholders
§ How could
you apply
these to
current work/
challenge?
§ What could
you do
tomorrow?
Strategist checklist: know and understand your customers
58. 58 | Selling strategy, September 2017
Selling experience strategy
1. Know and understand your customers
2. Make your product accessible, buyable
and above all, essential
3. Unlock your inner salesperson
59. 59 | Selling strategy, September 2017
Sometimes you have to create
a brief when there is none
60. 60 | Selling strategy, September 2017
Build an argument for why
the work needs to exist
61. 61 | Selling strategy, September 2017
What is it like to be a customer
of the organisation today?
62. 62 | Selling strategy, September 2017
Start with a universal truth
Shine a light on what it’s like
to be a customer
63. 63 | Selling strategy, September 2017Do your research!
64. 64 | Selling strategy, September 2017Find a simple way to articulate the current state
65. 65 | Selling strategy, September 2017Compare it to other brands
66. 66 | Selling strategy, September 2017
Form an opinion of what the
organisation should change
to achieve their goals
67. 67 | Selling strategy, September 2017Explain the consequence of doing nothing
68. 68 | Selling strategy, September 2017Work out the equation for the experience
69. 69 | Selling strategy, September 2017Explain what they should change in terms the business understands
70. 70 | Selling strategy, September 2017
Figure out what
you will do
71. 71 | Selling strategy, September 2017Start small, but show how the pieces fit together
72. 72 | Selling strategy, September 2017
Your plan shouldn’t be to make
a PowerPoint
It should be to make a thing
73. 73 | Selling strategy, September 2017
VISION STATEMENT
§ An inspirational ambition that will
inform how the experience engages
and delivers value
EXPERIENCE DESIGN PRINCIPLES
§ How the vision will be executed.
§ Core values of the user experience.
§ Informed by research.
§ The design principles should also
be inspirational and directive.
FUTURE CUSTOMER STORIES
§ Customer narrative of future
outcomes inspired by the vision
and executed through the design
principles.
vision statement
experience design principles ideal customer journeys
VISION PROTOTYPE
§ A tangible, sometimes
clickable expression of
our vision
§ Options include videos,
clickable prototypes,
experiential spaces
§ Can be used by senior
stakeholders and
customers
A THING
ABSTRACT CONCRETE
vision prototype
IDEAL CUSTOMER JOURNEYS
§ Mapping out how the future ideal
end to end journeys plays out
future customer stories
74. 74 | Selling strategy, September 2017
Explain how you will create value
75. 75 | Selling strategy, September 2017Describe the outcomes that they will get
76. 76 | Selling strategy, September 2017Link your activities to KPIs and metrics
77. 77 | Selling strategy, September 2017
Choose deliverables
that will get attention
78. 78 | Selling strategy, September 2017Make it easy to understand the present
79. 79 | Selling strategy, September 2017 Allow the audience to imagine the future
80. 80 | Selling strategy, September 2017
Strategist checklist: Make your product buyable
q Clearly articulate what it’s like to be a customer
today
q Explain what must change about the experience
for the organisation to meet its goals
q Create a plan to make a thing – a tangible
articulation of the strategy
q Explain how the work will create value
q Plan for deliverables that will go viral
§ What is the product
you’re selling?
§ How can you make it
accessible, essential
and buyable?
81. 81 | Selling strategy, September 2017
Selling experience strategy
1. Know and understand your customers
2. Make your product accessible, buyable
and above all, essential
3. Unlock your inner salesperson
82. 82 | Selling strategy, September 2017
Your credibility
Your ideas and
their relevance
Love the idea
and love you
doing this
Nice ideas, but
we don’t trust
you to do it
We like you but
your ideas are
not relevant
We don’t like you
or your ideas!
83. 83 | Selling strategy, September 2017
Would you like
a strategy?
Oh, we have
plenty of those
Sorry, did I say strategy?
I meant plan
A plan? We
need a plan!
84. 84 | Selling strategy, September 2017
Strategist checklist: Unlock your inner salesperson
q Make the time to rehearse & practice selling your
ideas and strategy product
q Always to be prepared to pitch at any moment
q Make it easy for others to sell - high quality sharable
assets to bring your pitch to life
q Pay it forward – be generous with your time and
ideas to build relationships & goodwill
q Don’t do this alone – build the power of the team
§ How could
you apply
these to
current work/
challenge?
§ What could
you do
tomorrow?
85. 85 | Selling strategy, September 2017
Thank you and good luck!
86. 86 | Selling strategy, September 2017
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