The document discusses how brands can create positive customer experiences in a digital landscape. It emphasizes that customer experience is defined by the feelings customers have from their interactions with a brand. It also notes that organizational silos, cultural resistance to change, and outdated technology are barriers to improving customer experience. The presentation provides strategies for developing a customer-centric approach, such as understanding customer behaviors and needs across all touchpoints and creating an integrated customer experience ecosystem. It stresses that improving customer experience is an ongoing process rather than a single event.

1. FEELING IS BELIEVING
DIGITASLBI BREAKFAST CLUB
HOW BRANDS CAN WORK WITH CUSTOMER EXPERIENCE
IN AN EVER-EVOLVING DIGITAL LANDSCAPE

2. People will forget what
you said
People will forget what
you did
But people will never
forget how you made
them feel
Maya Angelou

3. GOOD MORNING

4. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OUR MISSION
WE CREATE WORLD CLASS CUSTOMER
EXPERIENCES

5. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OUR FORMULA
WE FUSE DATA, CREATIVITY AND TECHNOLOGY
DATA IS THE FOUNDATION
CREATIVITY IS HEART
TECHNOLOGY IS THE ENABLER

6. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
SERVICE OFFERINGS
INSIGHT &
STRATEGY
THE INDIVIDUAL
Channel
Market
Competition
BRAND
EXPERIENCE
THE BRAND
Service design
Campaigns
ACTIVATION
OWNED · EARNED · PAID
Engagement
Conversation
Awareness
PLATFORMS &
COMMERCE
CXM
E-commerce
WCM
Platform Optimizaion

7. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHO WE WORK FOR

8. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WE CREATE AWARD
WINNING WORK

9. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
9
USA
2850
NORDICS
250
UK
900
EUROPE
1000
APAC
1100
6000+ PEOPLE
40 OFFICES
25 COUNTRIES

10. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
SARA EGGERT
• Skåning living in Göteborg
• Three years at DigitasLBi
• 10+ years working with creating user
experiences for both physical products and
digital services
• Is Geek Girl by heart
Senior User Experience Architect
@eggerts

11. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ISABELLA SALOMONSSON
• Värmläning in exile
• Two years at DigitasLBi
• 10+ years working with content and
communication
• Is just a geek
Lead Content Strategist
@salomonssons

12. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
OK, LET’S GET STARTED

13. WHY DO I NEED TO CARE?

14. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE DIGITAL EVOLUTION
Electricity Light bulb Phone Internet Social Web
Internet
of Things

15. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW WE’VE USED DIGITAL
Social Web Integrated platformsMarketing Loyalty programsProduct catalouge

16. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
IT IS NO LONGER A BUZZWORD
More than 70 % consider
Customer Experience to be a highly
strategic issue to be address at top
management level
Customer Experience in the digital age, Harvard Business Review, 2015

17. People will forget what
you said
People will forget what
you did
But people will never
forget how you made
them feel
Maya Angelou

18. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT DO WE FEEL?
Plutchik’s wheel of emotions
POSITIVE EMOTIONS
Trust
Interest
Curiosity
Wonder
Delight
Fulfilled
Happy
Pleased
NEGATIVE EMOTIONS
Distrust
Anger
Annoyance
Undervalued
Invisible
Powerless
Misunderstood
Betrayed

19. 90% OF CONSUMERS TRUST
PEER RECOMMENDATIONS.
ONLY 33% TRUST ADS.
Nielsen / SimplyMeasured

20. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
A happy customer will tell about 4-6 people
about their experience
THE PAY-OFF
Nielsen / SimplyMeasured

21. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
An unhappy customer will tell about 9-15 people
about their experience
THE DOWNSIDE
Nielsen / SimplyMeasured

22. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE BOTTOM LINE
It is all my interactions with a brand
boiled down into one elusive feeling
DID YOU DO GOOD?
or
DID YOU DO BAD?

23. SO, WHAT’S THE DEAL?

24. CUSTOMER EXPERIENCE IS THE
FEELING
YOU REMEMBER

25. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
YOU ARE ONE BRAND
INTERACTIONBRAND

26. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

27. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

28. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW YOU SEE YOU
Product R&D
Online
Marketing
PR
Sales
HR
MANAGEMENT
BRAND*

29. WHAT KIND OF EXPERIENCE DO
YOU THINK THAT WILL GIVE ME?

30. I GET IT!
WHY DOSEN’T EVERYONE
DO THIS?

31. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE TOP THREE BARRIERS OF
CX IMPROVEMENTS
Customer Experience in the digital age, 2015, Harvard Business Review
1. ORGANIZATIONAL SILOS
2. CULTURAL RESISTANCE
3. INFLEXIBLE, OUTDATED TECH

32. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ORGANIZATIONAL SILOS
Customer Experience in the digital age, Harvard Business Review, 2015
50
37
Organizational silos
Best in class
Underachievers

33. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CULTURAL RESISTANCE
44
38
Cultural
resistance
Best in class
Underachievers

34. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
INFLEXIBLE, OUTDATED TECH
34
32
Inflexible,
outdated
tech
Best in class
Underachievers

35. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CUSTOMER EXPERIENCE
STRATEGY

36. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WORK FOR CHANGE
VISION CULTURE ORG. TECH ACTIONS
CULTURE ORG. TECH ACTIONS
VISION ORG. TECH ACTIONS
VISION CULTURE TECH ACTIONS
VISION CULTURE ORG. ACTIONS
VISION CULTURE ORG. TECH
= CHANGE
= RESISTANCE
= CONFUSION
= FRUSTRATION
= FALSE STARTS
= NOTHING

37. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE IS YOUR COMPANY?
Integrated
process
Silos
Shared strategy
and communication
Fractured strategies
and communication

38. IT’S A JOURNEY

39. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE TRANSFORMATION BEGINS
TRANSITION
DIFFERENTIATION
DISTINCTION
TIME & INVESTMENT
CXIMPLEMENTATION

40. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
TRANSITION:
SORT OUT BASICS
• Do we have a joint approach on how to engage customers in the
different stages of the customer decision journey?
• Is our communication constructed to cater for different types of
customer behaviours?
• Is our communication consistent across all customer touch
points?
• Do we live up to expectations?

41. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DIFFERENTIATION:
TAKING THE NEXT STEP
• What is our primary processes towards and around our
customer?
• When are we most likely to fail our customers?
• Are we doing it right today?
• How can we create change?

42. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DISTINCTION:
TAKING THE NEXT STEP
• Data leads to insights which leads to optimization opportunities
• Get creative with solutions
• Explore the unknown
• Never settle

43. HOW TO MEASURE
A NEW TYPE OF DATA

44. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
EMOTION DATA
Positive
• Familiar situation
• Relaxed chore
• Cheerful mood
• History of good experiences
with a vendor
• Shopping for fun
Negative
• Startling occurrence
• Urgent problem
• Depressed or angry mood
• History of bad experiences with
a vendor
• Making a critical purchase
Experience
Positive
emotion
Negative
emotion
Context

45. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHEEL OF EMOTIONS
Plutchik’s wheel of emotions
POSITIVE EMOTIONS
Trust
Interest
Curiosity
Wonder
Delight
Fulfilled
Happy
Pleased
NEGATIVE EMOTIONS
Distrust
Anger
Annoyance
Undervalued
Invisible
Powerless
Misunderstood
Betrayed

46. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
POKER FACE?
Selfreported feelings
Observe behaviour
Facial recognition of emotions
Physiological arousal

47. TAKING THE FIRST STEP

48. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
UNDERSTANDING YOUR AUDIENCE,
MEANS YOU’RE ALWAYS RELEVANT
- How do they move and act?
- What patterns can we identify?
- Where do they experience hurdels?
- What are their needs?
- What makes them tick?

49. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE DO WE START?
Attitudes Needs Behaviour

50. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHERE DO WE START?
Attitudes Needs Behaviour

51. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Ecosystem=
THE FORMULA

52. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESS
CUSTOMER BEHAVIOUR
IDENTIFY
NEED STATES
& CUSTOMER
BEHAVIOUR
YOUR
JOURNEY
STARTS
HERE

53. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
IDENTIFYING YOUR CHANNELS
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE

54. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
CONTENT
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE

55. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
ENGAGEMENT MAPPING
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE
CTA

56. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REPURCHASEOWNERSHIPPURCHASECONSIDERATIONAWARENESSTOUCH-POINTS
INST0RE
BRANDED APPS
SUPPORTING SERVICES
DIRECT MARKETING
SEO
BLOGS
PRINT/TV
PR
A EVERGREEN ECO SYSTEM
TYPE OF
CONTENT
SOCIAL MEDIA
WEBSITE
CTA

57. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Ecosystem=
THE FORMULA

58. CUSTOMER EXPERIENCE IS THE
EVER EVOLVING
END STATE

59. MOST IMPORTANTLY – YOU
CANNOT DO IT ONCE

60. THANK YOU

61. STAY IN TOUCH
SARA EGGERT
SENIOR USER EXPERIENCE ARCHITECT
@EGGERTS
SARA.EGGERT@DIGITASLBI.COM
ISABELLA SALOMONSSON
LEAD CONTENT STRATEGIST
@SALOMONSSONS
ISABELLA.SALOMONSSON@DIGITASLBI.COM