To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
We will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation by adapting to your audiences changing needs using our CARE model of CX fitness, based off our recently launched report, CX: Survival of the Fittest.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL - What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL - What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers emotional mind will help create life-long advocates..
- See more at: http://precedent.com/our-thinking/seminars-webinars/webinar-digitally-transforming-the-customer-experi#sthash.PJ0j8qrN.dpuf
CX: Survival of the Fittest seminar - Perth 11th November 2014Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Using best practice examples as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation.
This latest seminar series is being launched in conjunction with our forthcoming report, CX – Survival of the fittest: Using digital to transform the customer experience, which also includes a CX Fitness Test to let you see how well your organisation stacks up to the rest in adapting to meet audience needs.
CX: Survival of the Fittest seminar - 19th November 2014 MelbournePrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Using best practice examples as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation.
This latest seminar series is being launched in conjunction with our forthcoming report, CX – Survival of the fittest: Using digital to transform the customer experience, which also includes a CX Fitness Test to let you see how well your organisation stacks up to the rest in adapting to meet audience needs.
CX: Survival of the Fittest seminar - Sydney 25/11/14Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this exclusive networking event will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the presentation we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Precedent - CX: Survival of the fittest seminarPrecedent
Precedents latest seminar - CX: Survival of the fittest - looks at how digital can be used to deliver a great customer experience, enabling organisations to gain that much sought after competitive advantage.
How digital can win back competitive advantage. CRM for charity communicators...CharityComms
Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
CX: Survival of the Fittest seminar - Perth 11th November 2014Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Using best practice examples as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation.
This latest seminar series is being launched in conjunction with our forthcoming report, CX – Survival of the fittest: Using digital to transform the customer experience, which also includes a CX Fitness Test to let you see how well your organisation stacks up to the rest in adapting to meet audience needs.
CX: Survival of the Fittest seminar - 19th November 2014 MelbournePrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Using best practice examples as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation.
This latest seminar series is being launched in conjunction with our forthcoming report, CX – Survival of the fittest: Using digital to transform the customer experience, which also includes a CX Fitness Test to let you see how well your organisation stacks up to the rest in adapting to meet audience needs.
CX: Survival of the Fittest seminar - Sydney 25/11/14Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this exclusive networking event will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the presentation we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Precedent - CX: Survival of the fittest seminarPrecedent
Precedents latest seminar - CX: Survival of the fittest - looks at how digital can be used to deliver a great customer experience, enabling organisations to gain that much sought after competitive advantage.
How digital can win back competitive advantage. CRM for charity communicators...CharityComms
Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
Brand Embassy at CX Exchange for Telecoms, London, April 2015Brand Embassy
Social customer care demand in the telco sector is higher than in any other industry. Customers have chosen this industry to find their social voice. Now, it's up to brands to service these customers on their desired digital channels.
Vit Horky, Co-founder and CEO at Brand Embassy, presented "It's Personal: The Takeover of Social Customer Care in Telecoms" to a group of senior telco executives responsible for the design and implementation of customer service strategy. Using case studies from T-Mobile, O2 and GiffGaff, Vit discusses innovative approaches to social customer care and defines key takeaways for brands ready to be loved by their social customers.
Do you know what a touchpoint really is? How about what customer experience journey mapping is all about? We tackle a few subjects in Customer Experience to educate all of us!
As services become more interconnected across channels and devices - and more importantly across time and space - it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service.
In this talk, I focus on the power and peril of the touchpoint - where customers connect with your product or service. I discuss how to orchestrate these moments across increasingly complex journeys.
This presentation is an exploration into why companies that invest in user experience (UX) design have better customer experience (CX) outcomes and how the resulting overall brand experience (BX) builds the value of the brand. Today, more than at any other time, it is becoming increasingly clear there a strong link between designing for experience and the resulting value to its respective brand.
Although design is often difficult to define and measure, the correlation between design investment and its resulting, extraordinary stock performance is undeniable. So, what is UX and how does it affect the CX, which in turn affects the brand BX? The difference between a customer and a user for a product is a subtle but important one, but one that business stakeholders need to keep in mind.
In this presentation, we will explore the differences between the user, customer and resulting brand experience and its correlation to one another. We will present tangible results from companies who invested in design, believed in its value and succeeded.
Learn more: http://www.ics.com/ux-video
Explaining Experience Design in a Simple WayJani Modig
What's the difference between User Experience (UX), Customer Experience (CX) and Service Design? In the following slides you'll find out how I interpret the different parts.
Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
This companion report to We Are Social's comprehensive new Digital in 2016 report presents headline internet, social and mobile data for 232 countries around the world. Each country snapshot is presented as its own infographic, ready to be copy-pasted direct into your own presentations or web content. For a more insightful analysis of the numbers in this report, please visit http://bit.ly/DSM2016ES.
CX: Survival of the Fittest seminar 24th February, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline.
Cory Hughes (Head of Consultancy) and Tim O'Donnell (Director of Operations) will explain how you can adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
- See more at: http://www.precedent.com/cxfeb2016#sthash.bsW1xkWZ.dpuf
CX: Survival of the Fittest seminar - Hong Kong 26/11/14Precedent
To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Our seminar provides you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation by adapting to your audiences changing needs using our CARE model of CX fitness, based off our recently launched report, CX: Survival of the Fittest.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL - What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL - What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers emotional mind will help create life-long advocates..
CX: Survival of the Fittest seminar - 22nd July, EdinPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
CX: Surival of the Fittest seminar - 15th July London Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
- See more at: http://www.precedent.com/our-thinking/seminars-webinars/cx-survival-of-the-fittest-seminar-15th-july,-lond#sthash.uedOMdmI.dpuf
Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation C...Edge Global Media Group
Topic: Using technology to power your online activity: A British Heart Foundation Case Study
* Discover how BHF used their content management and digital marketing platforms in creative ways to boost fundraising
* How to integrate your internal and external systems to improve data capture
* Three key steps to keep your visitors and donors engaged and interacting with your digital channels
* Why delivering a seamless, connected experience is the route to get the results your organisation deserves
CX: Survival of the Fittest seminar - 29th September, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert (Global Head of Digital) will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness from our CX report.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Brand Embassy at CX Exchange for Telecoms, London, April 2015Brand Embassy
Social customer care demand in the telco sector is higher than in any other industry. Customers have chosen this industry to find their social voice. Now, it's up to brands to service these customers on their desired digital channels.
Vit Horky, Co-founder and CEO at Brand Embassy, presented "It's Personal: The Takeover of Social Customer Care in Telecoms" to a group of senior telco executives responsible for the design and implementation of customer service strategy. Using case studies from T-Mobile, O2 and GiffGaff, Vit discusses innovative approaches to social customer care and defines key takeaways for brands ready to be loved by their social customers.
Do you know what a touchpoint really is? How about what customer experience journey mapping is all about? We tackle a few subjects in Customer Experience to educate all of us!
As services become more interconnected across channels and devices - and more importantly across time and space - it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service.
In this talk, I focus on the power and peril of the touchpoint - where customers connect with your product or service. I discuss how to orchestrate these moments across increasingly complex journeys.
This presentation is an exploration into why companies that invest in user experience (UX) design have better customer experience (CX) outcomes and how the resulting overall brand experience (BX) builds the value of the brand. Today, more than at any other time, it is becoming increasingly clear there a strong link between designing for experience and the resulting value to its respective brand.
Although design is often difficult to define and measure, the correlation between design investment and its resulting, extraordinary stock performance is undeniable. So, what is UX and how does it affect the CX, which in turn affects the brand BX? The difference between a customer and a user for a product is a subtle but important one, but one that business stakeholders need to keep in mind.
In this presentation, we will explore the differences between the user, customer and resulting brand experience and its correlation to one another. We will present tangible results from companies who invested in design, believed in its value and succeeded.
Learn more: http://www.ics.com/ux-video
Explaining Experience Design in a Simple WayJani Modig
What's the difference between User Experience (UX), Customer Experience (CX) and Service Design? In the following slides you'll find out how I interpret the different parts.
Presentation at CCC (Callidus Customer Conference) in Vegas earlier this year (April 2015). Covers the topics related to Customer Experience at a high level for Executives to get the knowledge they need.
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
This companion report to We Are Social's comprehensive new Digital in 2016 report presents headline internet, social and mobile data for 232 countries around the world. Each country snapshot is presented as its own infographic, ready to be copy-pasted direct into your own presentations or web content. For a more insightful analysis of the numbers in this report, please visit http://bit.ly/DSM2016ES.
CX: Survival of the Fittest seminar 24th February, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline.
Cory Hughes (Head of Consultancy) and Tim O'Donnell (Director of Operations) will explain how you can adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
- See more at: http://www.precedent.com/cxfeb2016#sthash.bsW1xkWZ.dpuf
CX: Survival of the Fittest seminar - Hong Kong 26/11/14Precedent
To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Our seminar provides you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation by adapting to your audiences changing needs using our CARE model of CX fitness, based off our recently launched report, CX: Survival of the Fittest.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL - What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL - What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers emotional mind will help create life-long advocates..
CX: Survival of the Fittest seminar - 22nd July, EdinPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
CX: Surival of the Fittest seminar - 15th July London Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
- See more at: http://www.precedent.com/our-thinking/seminars-webinars/cx-survival-of-the-fittest-seminar-15th-july,-lond#sthash.uedOMdmI.dpuf
Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation C...Edge Global Media Group
Topic: Using technology to power your online activity: A British Heart Foundation Case Study
* Discover how BHF used their content management and digital marketing platforms in creative ways to boost fundraising
* How to integrate your internal and external systems to improve data capture
* Three key steps to keep your visitors and donors engaged and interacting with your digital channels
* Why delivering a seamless, connected experience is the route to get the results your organisation deserves
CX: Survival of the Fittest seminar - 29th September, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert (Global Head of Digital) will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness from our CX report.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Precedent - CX: Survival of the Fittest seminar Tuesday 10th Februrary 2015Precedent
To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your ‘customers’ are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline, and provide the 10 steps for how you can use digital to improve customer experience and reach your business goals.
During the seminar we will explain how to adapt to your audiences’ changing needs using our CARE model:
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Using best practice examples, as well as sharing some of the most obvious opportunities organisations have missed, the seminar will provide you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation.
CX: Survival of the Fittest - 19th May 2015 LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline.
Using case studies from some of the most well know brands including Air BnB, Disney, The Rijksmuseum and The British Heart Foundation, Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model from our CX report.
This is not about our agency. This is about a system of beliefs that define who we work with and who we are. We are an inventive agency with full-service experience. Specifically, we focus on repositioning mature brands. We are passionate about restoring value and strength to once powerful brands. Headstrong about smart creative that connects, no matter the channel … traditional, digital or experiential.
This is a special edition of the power point presentation prepared for the 9 day Programme on Personality Development, [ 6th to 15th July 2010], organized for the benefit of the final year students of the graduation programme of the Andhra Mahila Sabha College for Women, Hyderabad. The programme was conducted mainly in Telugu. The live audio recordings can be freely listened to at: www.archive.org – please search for Prof. V. Viswanadham and further search for the topic.
In 2011, Allegory – a small marketing firm with a passion for building brands – wanted to buy the URL www.CultureCode.com. It’s where we planned to launch products and services that would help organizations uncover their unique culture by identifying their underlying patterns, strengths and passions. The URL was taken.
Fast forward four years and we launched our system of tools under the name CultureTalk (www.culturetalk.com). Born at the intersection of culture and communications, our #CultureCode speaks both to our big vision of helping individuals and organizations realize their true potential and from the heart of little agency where it all began.
Aprons and Algorithms - The Future of Retail ExperiencesFITCH
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WEBINAR: CX: Survival of the Fittest
1. CX SURVIVAL
OF THE FITTEST
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
GEORGE EVANS, COMMERCIAL DIRECTOR (ASIAPAC)
08 DECEMBER // 2014
@precedentapac #precsem
16. T H E P E R C E P T I O N
OUR CUSTOMERS
ARE DISLOYAL.
”
17. T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
”
18. T H E T R U T H
✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
19. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
20. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
21. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
22. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.
23. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.
24. T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
38. C ARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE AYOUR AUDIENCES.
39. C ARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE YOUR AUDIENCES.
40. W H Y D O Y O U E X I S T ?
“ To provide our customers
with the most convenient
access to media entertainment.”
41.
42.
43.
44.
45. W H Y D O Y O U E X I S T ?
“ To link individuals
with art and history.”
46.
47.
48.
49.
50. CARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
51. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
52. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
61. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
✱ Engage users to understand changing needs.
✱ Collate touchpoint data into a Single Customer View.
✱ Compare past behaviour to current to identify trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
62. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
63. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
71. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
72. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
HOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
73. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
74. W H Y D O Y O U E X I S T ?
“ To be the most magical
place on earth.”
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
88. I’VE LEARNT THAT PEOPLE WILL
FORGET WHAT YOU SAID,
PEOPLE WILL FORGET WHAT
YOU DID,
BUT PEOPLE WILL
NEVER FORGET HOW
YOU MADE THEM FEEL.
- MAYA ANGELOU ”
Phones, twitter, toilets and break | Speaker intros | title of session
We are in the Age of the Customer, where technology and society evolves faster than organisations can adapt, and it is no longer enough to rely on merely providing a desirable product or service – you must focus on the experience.
So how do you go about reengineering your customer experience you provide to become fit for purpose in this Age of the Customer?
This seminar presents our CARE model of CX fitness that has been designed to answer that very question and help you navigate the operational and experiential aspects of designing customer-centric experiences. Report | slides
Today we are going to explore the rational and emotional factors that affect every one of your customers, and give you actionable insight to help your organisation provide the experience they expect today.
So, I'm going to start with a little existentialism - a nice meaty jumping off point first thing in the morning! I'd like to begin by asking the question: Why do we exist?
Is it that we exist to be successful?
Or is it actually just biology? Our genes program the way we operate, and we play very little role in deciding our futures.
Well, we're both right, whether we prescribe to something like Maslow's Hierarchy of Needs; we know that humans are motivated by two things:
Firstly, from a community perspective, we want to feel appreciated and accepted by our peers
Secondly, on an individual level, we want to be safe, healthy and financially secure
So if that's us as individuals, what about for an organisation? Why does your company exist?
Well, it's normally found in a lofty mission statement, and depending how long you've been in business - it could be something you live and breathe every day, or it may be just something that fills the 'about us' page on your corporate website
Let's take an easy example to illustrate it:
Here at Precedent we believe in Meaningful Ideas, Intelligently Delivered.
In 1989 when we were founded that meant designing corporate identities on Macintoshes in a pre-hipster area of London called Shoreditch!
Fast forward 25 years it now means delivering CX strategy & digital transformations, and web design & build services to clients across 7 cities on 3 continents.
The 'how' of meeting our client's needs has changed considerably, but the 'why' has always remained the same.
The 'how' and the 'why' of an organisation match up perfectly when you set out…
but as time goes on, behaviours change, and the gap between why and how gets wider.
There is no better example of that than Radio Shack in 1992.
That content can now all be delivered through a low end Nokia phone.
Organisations must harness the disruptive power of these devices that we carry around in our pockets with us everywhere we go. As mobile expert Benedict Evans of Andersen Horowitz said recently: Mobile Is Eating The World.
Now here is a statement we hear all the time: our customers are disloyal.
Well actually not they're not, they're just…
dissatisfied. In today's world customers have so much choice to compare for a better deal and shop around, and it's not just price people choose by - by 2020 Forrester says that the primary purchasing factor will be a brand's experience, with price in at second.
Here are some other examples of typical cx problems we encounter:
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
What this means for organisations going forwards is:
They can’t buy easily: So they don’t refer you
They can’t find their way around: So they write bad reviews
They feel out of their depth: So they don’t share online
They think the quality is poor: So they don’t respond to new offers
They don’t feel valued or listened to: So they never come back
This is why CX has become so tightly woven into competitive advantage.
If your customers are dissatisfied, your organisation is at risk.
But how do you adapt to your customer's needs? Well here's where we get into prioritisation, and I'm going to hand over to Danielle now to take you through our CARE model
So how do you adapt to your customers needs?
We’ve developed a new model that helps you to evaluate your organisation’s approach to CX and then prioritise where you might need to adapt
To do this the model gives you a CX fitness rating together with a series of actions to increase your fitness over time and ultimately improve your customer’s experience
The foundation of our new CARE model are these four attributes for delivering a world class customer experience
The model highlights how - as a business - you need to be in control at both the organisational and experiential levels
Each attribute builds one the previous
Culture > analysis > rational > emotional
The attributes allow us to take a holistic view and then focus on where digital can really drive you forward
So lets explore these four attributes in a little more detail
Culture – how you value your audiences
All to do with how important the customer’s experience is to your organisation and ultimately how the customer is valued
Analysis – how you gather feedback and react.
How CX is measured and analysed and the extent to which this information is used to provide better customer experiences.
Rational – how your core offering stacks up against the competition
How your organisation meets the basic needs of its customers – beating competitors, keeping promises and making services easy to use.
Emotional – how you elevate and delight audiences. –
How an organisation transcends it’s customer’s rational needs, designing its services to delight and exceed expectations.
Notice I didn’t say anything about digital yet.
A positive CX needs to think about the whole however harnessing digital can help you enable your CX to become truly exceptional.
So how fit are you to survive change?
Right, lets take as look at some of the characteristics for each of the fitness levels
Endangered – bit like David Jones – experienced a lot of issues particularly in the digital space – could be many online retailers to be honest
Characteristics
At risk of becoming extinct (abandoning customers/over taken by competition) due to a failure to amend the ‘how’ of your organisation
Value the revenue a customer brings but don’t empathise with them on a human level. They rarely go above and beyond basic requirements.
CX isn’t a strategic priority, little or no measurement other than conversion goals!
Digital is just a separate challenge and the site has never been properly user tested.
Product and service features are the main concern of the business and designing for emotion doesn’t get considered.
These kinds of organisations may only exist because of a lack of meaningful competition – customers have no choice.
Exposed – need to innovate to stay relevant.
Starting to realise the importance of CX however the ‘how’ of the business has diverged from the ‘why’/mission statement.
Potentially stuck in a rut or just trying to play it safe.
May have the desire to adapt but not the knowledge or data of customers to make improvements.
Behaviour is hard to understand due to a lack of measurement
Accurate personalisation is impossible.
Contender
Up and coming champions, getting the basics right and the how and why of the business are starting to align.
Actively working on providing better experiences for customers and CX is an organisational priority which is communicated across and through the business.
Data is seen as an asset that is collected, analysed, and, importantly, findings and actions communicated throughout the organisation.
Customer-facing services are fit for purpose and generally meet user needs
Champion
Customers have become advocates, they are delighted by their interactions instead of mere satisfaction or neutrality.
These guys are customer obsessed. They know and understand their customers intimately and how to delight them.
They want their staff and services to exceed customer expectations and judge themselves on how they make their customers feel.
Champions design with the customer at the centre and regularly test –they have the data, people and agility to respond quickly across all channels
Increasing your organisational fitness is so important because ultimately, you are building advocates and ambassadors, empowered supports that value your business and will work on your behalf to keep you in business.
So now we are going to walk through how to CARE - how to build a better CX for your customers by harnessing the power of digital, regardless of your level of fitness.
If you’re endangered, start with:
This first stage of the model explores how you value your audiences, from senior management through to the shop floor teams
To give an example, let's go back to mission statements and look at this company's: “To provide our customers with the most convenient access to media entertainment.”
OK, so which organisation do you think this is?
Sadly, the answer is Blockbuster.
For Blockbuster, it's culture was the problem. The management didn't value CX, they clung to an outdated retail model, and didn't evolve to switch delivery through more convenient channels as they proliferated.
Same industry, let's jump over to Netflix.
Is anyone here a Netflix customer? I'm a big fan! Now what many people forget that they started out at a mail order service in the late 90s. Why they're winning now and Blockbuster are dead is because they value their customers and that culture has allowed them to constantly adapt to customer needs, now delivering media entertainment through its online streaming platform.
But it hasn't stopped there, for those of you that use Netflix will know, after each episode it shows a 15 second countdown before automatically moving onto the next episode.
What it's asking you with that piece of functionality is do you want to turn off the screen and do something more productive but probably less fun?! I know which one I'd choose!
It doesn't stop there, Netflix have created a term for this: "Bing watching" and it has changed the way they introducing new content, as well as the fact that they're now also commissioning their own content with shows such as House of Cards and Orange is the New Black. Whehn they launched Orange is the New Black season 2 they released all the episodes at once and Netflix membership spiked by 150m new customers - that was even after cutting titles from their library and increasing subscription fees. What is key to note about Netflix is that they value their customers, listen to them and based on their preferences evolve the way they distribute their content.
Who else values culture?
The Rijksmuseum in the Netherlands' mission statement is 'to link individuals with art and history'
The internet has disrupted the way we view art and has had a profound impact on the IP surrounding art and images.
The Rijksmuseum have done something really bold with their new digital platform: they have provided every piece or art, every exhibition online. For free.
Website users can curate their own studios online, and you can even download high resolution images - copyright free! This has meant that artists are creating new pieces of art from what they've downloaded, and that art has appeared in TV ads for yogurt, and driven new products in the gift shop – all meaning that the art is being shared far wider than before.
In addition, it’s created new online communities around the collection, and they've even introduced an API to pull the data from their collections.
The Rijksmuseum are living up to their mission statement: to connect individuals with art and history
OK, so checklist time for culture: I've talked about a few examples of champions staying true to their mission statement and fostering a culture of delivering a great CX. If you're doing it right you should be saying yes to all these 4 things, and it should give you an idea on your CX fitness state.
First on the checklist: Every organisation has a plan for business, but do you have a plan for where you want to take your customer? Especially the long term, if you want a 5-10 year relationship with your customer, how are you meeting their higher level human needs?
Second, how are you using your metrics and data insights to inform decisions? Not just for sales and marketing tweaks, but informing new products, services and changes to your operating model
Third is tying staff appraisals to CX targets. Businesses get caught up on benchmarking and surveys to see how they're doing - or looking just at sales targets. Really CX targets will be the long term measure of success for your business to drive longevity and sustainability.
Investing in ways to solve CX issues. A tricky one, everyone has budgets for new things such as campaigns and capital projects but not many have budgets to solve problems using digital, and this is often because issues are identified at grass roots levels by customer facing staff. Distance between them and management means they aren't able to communicate and don't have the money - meaning traditional organisation structures fail.
Analysis – how you gather feedback and react
Measurement and analysis is the foundation for understanding and improving your org’s CX.
We’re talking about an on-going process of measurement and analysis not just a once every couple of months activity
Combine this with defining actionable insights that allow you to make smart decisions, particularly around where to prioritise, spend and continually improve.
You’re seeking to understand why and how your customers interact with you, what they thought of their interaction and the impact on your business.
It all really boils down to having a process for talking and listening to your customers and then using that insight to innovate and improve.
There is perhaps no better example of digital analysis than this.
You may not recognise the organisation from this picture because this is actually where they started their business.
And this is what it looks like now.
This is Alibaba the Chinese ecommerce giant
Responsible for more ecommerce in the world than Ebay and Amazon combined.
Recently floated on the stock market for $AU 28 billion
What you are seeing is them monitoring their live interactions on all their different networks of Alibaba sites during from Single Person’s Day in China
Single Persons day is a bit like Valentine’s Day but in reverse where singles buy themselves a gift.
This year sold $1Bn US in 17 minutes
- What they are doing and the reason for this monitoring is so they can spot anomalies and trends across these interactions so they can they respond to trends and opportunities.
- They will identify an anomaly and assign this immediately to a team to investigate, prototype and build solutions around that either that issue or that opportunity.
- They have an incredible rate of improvement – something launches on their site not just daily but hourly.
- This is because have their finger so firmly on the pulse in terms of what is happening in terms of their insights and data.
- This is an extreme example – much of this is about mindset – AICD example, working with them yesterday – fully understand that this is not one and done, continual improvement
Now its highly unlikely that you will have that level of sophisticated listening capability at your disposal like Alibaba.
You probably have something more like GA. Chances are it isn’t set up properly though or you aren’t using it very often, but you probably have it.
There is still so much you can do with GA that is overlooked. The problem is you can get bogged down in all the data, bogged down by how much there is to look at.
However there are key things that just basic analysis can reveal that will help you to improve the customer experience, and see some opportunities straight away.
I’ll show you some examples.
As part of our work with Monash University, we have developed a new site to help prospective students, specifically school leavers.
Spoke to year 12s, overwhelmed by navigating the last year of high school,
Insight sessions, developed personas
Developed useful tool for personalised events calendar – things they will do regardless of going to Monash or not
Centrepiece is a timeline with all leads captured in the Uni CRM
Value of experience map
Current state
Satisfaction
Future state
Process
Technology
So, if you are exposed, you want to think about analysis.
Checklist time –
Engage users to understand changing needs
Collate touch point data into a Single Customer View – because it’s not just good enough to know your web analytics, customer insights in the real world, maybe you have a survey or loyalty card data, you have to collate all of that and understand how that forms the completed person, the total single customer journey
Compare past behaviour to current to identity trends – looking for changes and anomalies, a bit like Alibaba
Check marketing matches actual experiences and monitor its effectiveness – monitoring its effectiveness.
COFFEEEEEEEE
If you're a contender you're going to tackle the rational
that's how your core offer stacks up against the competition.
I touched on this briefly earlier, that core offer is about meeting basic customer needs.
For example Apple's products include a lot of emotional design, but it still needs to just WORK, but there is no example better than an organisation improving the rational than Heinz.
Heinz wanted to increase their sales, a challenge given that they were already market leader.
If it had been approached from a marketing perspective, it might have meant more advertising
If it has been approached from a product development perspective, it could have looked at changing the flavour or ketchup
These options would have been expensive, and potentially disastrous.
Instead, what Heinz did was approach it from a rational CX perspective: they looked at realised one of the biggest problems customers had with their ketchup: getting it out of the glass bottle!
By taking a rational solution it made it easier for people to get the ketchup out of the bottle (a better experience) - and in doing so people actually used more ketchup, thus increasing Heinz's sales.
I've included an example here to illustrate the point as to why the rational is important, even when you're not looking to sell a product.
To care about the rational means how your CX stacks up against the competition. We live in a society that compares. From sofas, university degrees to the travel sector, reviews online, comparison sites, bloggers – all comparing you to other organisations. Your core offer has to stack up due to the transparency of this comparison world we live in.
There are really good examples of digital going above and beyond to improve the rational, core offer.
Royal Caribbean Cruises. Have introduced wearable technology to allow customers to pay for things and access information by scanning their wristbands. How is this improving the rational offer?
Cruises are a highly competitive industry and passengers have an expectation to be pamaered for and treated well. This means staff need to be on hand to be able to ensure that passengers experiences is being met. On the down side, one of the big concerns people have is that feeling of being trapped like cattle, so Royal Caribbean want to have staff to be able to direct passengers in busy areas, to quieter areas of the ship. So the wearable bands not makes the passengers feel more in control through the purchasing power on their wrists, but it keeps staff up to date on where inventories are running low as well as telling staff in real time where they're busy on the ship so they can direct staff to that area to move people through the ship, all supported by digital screens in rooms and public areas
In wake of the GFC, Tesco launched a bank. Tesco brought us in to help launch online travel insurance. When we engaged with prospective customers, we identified a new segment for the mobile customer: they were the more cash rich, double income no kids, luxury holiday types (the exact same who shopped at the city centre Tesco’s). This customer segment was less focused on price, and more focused on convenience, because many people fed back during user research that they often left it to the last minute – in the taxi going to the airport or even at the gate! We’ve all been there: I’ve packed everything and I asked you to do one thing! This challenged Tesco’s hypothesis that travel insurance on a phone wouldn’t work as normally there’s lots of Qs to provide a more accurate (and cheaper) quote we can give and beat out the competition.
So we had identified a new market, proved that the mobile channel could work given the context of use, and finally we focused on the product itself: we worked with the Tesco product and legal team to radically cut down the number of questions asked, meaning a higher price and a more belt and braces product, including of course higher profit margins for Tesco – and we launched a new product, through mobile, to a new customer group and supplemented this by targeted advertising at airports.
Results have been outstanding – Tesco have stormed ahead of the competition and it’s taken a couple of years for the competition to be able to get close to catching up.
Checklist time.
1: Make sure products and services deliver to current core needs. Without problems, lack of customer and staff complaints
2: Push to make sure end to end processes are efficient: like Royal Caribbean using digital to manage their inventory
3: Make sure prices are fair and quality is high: Tesco for example
4: easy to transact no matter which touch point your customers are interacting with you
Last one. Harnessing the emotional, how you elevate and delight your audiences.
This is really the sky’s the limit and totally depends on the sector you’re in, business objectives, and types of consumers you are trying to attract how far you should go in terms of elevating and delighting your audiences.
Now you are champion status, at the top of that pyramid and more likely to turn people into lifetime supporters and ambassadors of your organisation.
So we’re going to look at a couple of crazy examples for inspiration and a couple of more practical ones before rounding off with our checklist.
Back to the mission statement.
Now you probably recognise this one “To be the most magical place on earth’
Which of course, is Disney.
Now the way Disney is living up to their mission statement now is by implementing wearable technology but they have taken this a step further.
They have introduced a MAGIC BAND
These ‘Magic bands’ give you access to rides, the shuttle to your hotel, even unlocking your hotel door!
Where these magic bands really exceed expectations is with the precision of the geo-location technology
If you book a character interaction, Mickey is going to meet you as you and your family walk through the park, the character can make a beeline straight for you, even in a crowded space because the bands know exactly where you are in the park, know your children’s names and know it’s your son’s birthday and so on.
You feel like the best parent in the world.
Bit creepy/big brotherish but when you think about the target demographic – tired and time poor parents, Disney is expensive, you do it for the kids, this is a boon, and is shifting the perception for these parents of Disney to a hassle free experience, they realise that everything is going to be taken forward – no longer having to juggle tickets and keys but instead, the park comes to them – and the fear of a lost child diminishes too!
They even have a service you can opt in to (for a fee) where they can take photographs for you as you and your family go about the park.
Using the geo-location of your band and the high definition cameras throughout the park, so your still photos can be hosted on their site and available for you when you’ve finished your holiday.
And the way they are positioning this is insightful - “Now Dad gets to be in the photos too!” Our CEO loved the plan – “I never get to be in the photos!”
This is another fun example.
This is still in the prototype stage, these are happiness blankets from British Airways.
The ‘happiness blanket’, which is woven with fibre optics, uses neuro-sensors to measure a person’s brainwaves and changes colour, from red to blue, to show when they’re at their most relaxed.
Red = stressed
Blue = relaxed
The airline hopes monitoring a person’s sleep and relaxation patterns during a flight will inform decisions made to improve aspects of the in-flight service; from changing the timing of meals, what food is served and even the types of films shown – to make flying and sleeping on British Airways flights even more relaxing.
Customer Experience champions harness emotion in a lot of ways.
One the most exciting projects what we’ve had through the studio recently came in the form of a brief from West Australian Museum
Wanted to partner with us to create a responsive web presence for the new National Anzac Centre down in Albany, SW WA
What I really enjoyed about this project was working with a client who were willing to really push the brief – and we were able to do this with them
Originally trained as an architect – ability to focus covergence between the physical and digital spaces
Visitors to the centre receive one of 32 character cards focusing on real soldiers in the First World War.
By scanning these in card readers throughout the Centre, the visitor receives customised content based on the experiences of that particular person in the war.
At the end of the exhibit, visitors are asked to leave a tribute or comment about their character’s experiences.
Tailored content delivery
Commenting outside in and inside out
“Thanks for fighting for the anzacs. i am 6 years old and enjoyed reading your story with mum”
“At a time when war was at its worst, our soldiers, serving in our name, were at their best. They are gone – but never forgotten by the nation they shaped.” – Tony Abbot (yes, the Tony Abbot)
“You are a hero! How heartbreaking that you were court martialed. I sincerely hope that this ridiculous charge still held against your good name is dropped.”
“Dad we are so proud of you and forever in our hearts always with us. Peg and Ted”
“We are so very proud of what you have done to make our lives so wonderful now. Words are not enough to express our gratitude.”
Exploring using Occulus Rift to bring some of those stories to life in a more immersive medium
Proposition
Pay a little more for a better quality service
Mints
Magazines
Champions are harnessing the emotional
Checklist
Interactions elevate the customer socially – helping them be connected with others or be seen as being more popular or knowing among others.
Customers personally identify with the brand and go out of their way to recommend – you can tell really easily if that is happening or not.
Success in life is increased by continual interactions – goes back to the start - do you have a plan of where you want the customer to be in many years to come, if they are a loyal customer what will they get out of it over the long term? And you can’t just say savings either.
Customers feel listened to, appreciated and valued – that again, is full circle, those customer facing staff need to feel empowered, the senior staff need to value the customers to be able to empower their staff and so on. It all comes back together.
However unique you believe your company to be, your hyper-connected customers, faced with unlimited choice and unprecedented ease of access, will increasingly see you as just one of many.
So how do we win the hearts and minds of our customers and distinguish ourselves from the competition?.
As we have been through this morning, it is the development and continual improvement of the Customer Experience that holds the key to survival.
Whether your ‘customers’ are members of your organisation, students at your university, clients of your firm or patients at your hospital, they all share the same emotional, irrational and often unpredictable attributes that make us human.
To quote the late Maya Angelou “………” This is the very essence of Customer Experience.
Although Customer Experience is in danger of becoming simply the latest industry buzz phrase, it’s too important to merely pay lip service to. Instead it is the new frontier in the fight for competitive advantage and perhaps the only way you can truly differentiate your company, products and services.
What’s more, it’s also the best opportunity you have to inject your organisation’s personality into your offer, a personality vital in today’s world of social media and digital transparency. If there’s one thing we would like you to take away from today, it’s focusing your organisation around answering this question: