ISDC_2015_Jessica Douglas_Reinventing Customer Experience
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The document discusses the transformation of customer experience in the digital age, emphasizing that customers now expect tailored interactions and human-to-human engagements. It highlights the importance of innovation and disruption in business strategies, citing real-world examples from companies that have successfully adapted to these changes. Furthermore, it outlines a structured approach to innovation, including understanding customer needs, developing prototypes, and leveraging technology to enhance services.
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ISDC_2015_Jessica Douglas_Reinventing Customer Experience
- 1. 11 Jessica Douglas Partner, IBM Interactive Experience, Financial Services, Europe Reinventing Customer Experience
- 3. 33 What is happening in markets Capabilities for success Some useful approaches Let me tell you a story…
- 4. 4 The market has changed “The customer is now at the heart of the boardroom” IBM c-suite study, 2013 “Prepare for digital disruption” Forrester, 2012 “The individual-centred economy is already here” IBM Digital Reinvention paper, 2014 From… to… “Digital revolution will affect every stage of the customer lifecycle and every aspect of your business” Forrester, 2014
- 5. 5 3 “The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere.”
- 7. 7 76% of consumers today expect organisations to understand their individual needs IBM, Institute for BusinessValue,2014
- 8. 88 The traditional boundaries are dead. The focus is now on Human-to-Human interactions. Experience is the new competitive battleground
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- 13. 1313 Simple definitions Innovation vs Disruption The action or process of innovating The introduction of new things, ideas or ways of doing something Innovation involves deliberate application of information, imagination and initiative in deriving greater or different values from resources, and includes all processes by which new ideas are generated and converted into useful products and services to further satisfy the needs and expectations of customers. A situation in which it is difficult for something to continue in the normal way; the act of stopping something from continuing in the normal way. Disruption displaces an existing market, industry, or technology and produces something new and more Efficient and worthwhile. Creating new things that have meaning and value Capturing new markets by embracing new technologies and adopting new business models DISRUPTIONINNOVATION
- 14. 1414 The traditional boundaries are dead. The focus is now on Human-to-Human interactions. Disruption is the new normal
- 15. 15 Bleeding edge innovation Embedding innovation into their organisation Maintaining an edge over the competition Opening up new revenue streams through digital Companies that do not embrace this face failure
- 16. 16 70% of Fortune 1000 companies in 2004 do not exist todayGartner 2014
- 17. 1717 What is happening in markets Capabilities for success… …and some useful approaches Let me tell you a story…
- 18. 1818 Strategic Capabilities Innovation as a Capability Ecosystem Relationships Customer Experience Obsession SimplicityEmpowered Employees
- 19. 19 Design is not just what it looks like & feels like. Design is how it works. - Steve Jobs
- 20. 20 IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation This is not a user experience 2 0
- 21. 21 IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation This is a user experience
- 22. 22 22 Insight Informs Experience Experience Transcends Channel...
- 24. 24 Design a vase Design a better way for people to enjoy flowers in their home Product or Task Focused Experience Focused
- 25. 2525 IBM Design Thinking We use IBM Design Thinking as a human-centered Framework for moving from design to operations Understand and develop empathy for users Explore the process of generating potential solutions for your users’ problems Evaluate and decide whether to move forward with an idea or generate alternate solutions Prototype ideas as concrete experiences
- 26. 26 Ecosystem Partners Startups, Incubators & VC Competition Industry & Government Research Partners Business Academic
- 27. 27 The typical innovation journey Smart innovation boils down to these steps… Understand Ideate Create Deliver and Build Strategic options Map business goals against any gaps in the business offerings to identify where the focus of innovation should be. Know what successful ideas look like. Capturing & Prioritize ideas Capture ideas that challenge business goals and ambitions. Identify which ideas to purse and develop into deep innovations. Bring in deep innovative thinkers to drive ideas from solutions to real innovations that have the ability to change the market. Develop innovations Build prototypes fast and using existing APIs and technologies that are built for scale. Build Prototypes Test Prototype ideas, test and critically review them to create a system to guide innovating. Identify relevant KPIs and metrics for success. Pilot Borrow practices from the start up world and pilot the ideas that meet your needs.
- 28. 2828 What is happening in markets Capabilities for success… …and some useful approaches Let me tell you a story…
- 29. 29 Mobile as part of integrated platform design 26
- 30. 30 Banking Reinvented 27 InsightInsightInsightInsight Provide project leadership and governance through a flexible development approach. Ensure the customer is at the heart of the solution through the lifecycle. Actively manage different resources to unite under One Team working towards a common goal. IdeaIdeaIdeaIdea Leverage IBM’s Accelerated Visioning to map out as-is and to-be customer journeys. Ensure continued customer input and a flexible approach to design and development ImpactImpactImpactImpact 15.000 man-days worth of business critical change over 18 months. The award-winning app was downloaded over 50.000 times after 2 weeks on Appstore and has contributed towards Nationwide being named “Best Online Banking Provider” and “Best Overall Online Provider” in the Your Money Direct Awards 2013
- 31. 31 Helping to make saving simple Best User Experience Finalists 28
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- 33. 33 First UK bank to have a smartwatch enabled mobile banking app Fitting banking to member’s lifestyles 29
- 34. 3434 Wimbledon Extend your ecosystem to create richer and more compelling customer experiences The Official Wimbledon iPhone and Android apps provide comprehensive mobile coverage of The Championships through live scores and results, news, live blog, photos, live video and radio, video highlights and much more. Re-designed for 2014, these visually engaging apps have Wimbledon imagery at their heart, coupled with a clean and simple user experience that makes the most of each platform. The new apps are rich in content; the personalization functionality provides the user with easy access to what they are most interested in, giving them a truly unique individual Wimbledon experience. Using MessageSight communication messaging solution to push updates to apps in a few seconds vs 30 secs for score updates in 2014
- 35. 3535 IBM Interactive Experience How IBM is willing to shake the market
- 37. 3737 Thank you! Please do ask any questions