PRECEDENT LONDON
SEPTEMBER 2015
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
CX SURVIVAL
OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL
WHAT IS
CX vs UX?
@lindzeiy @precedentcomms #precsem
WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem
WHY DO
WE EXIST?
WHY DO
WE EXIST?
HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem
HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX
EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
OUR CUSTOMERS
ARE DISLOYAL.
”
T H E P E R C E P T I O N
@lindzeiy @precedentcomms #precsem
OUR CUSTOMERS
ARE DISSATISFIED.
”
T H E T R U T H
@lindzeiy @precedentcomms #precsem
✱ 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.
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.
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.
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.
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.
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.
T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
T H E T R U T H
@lindzeiy @precedentcomms #precsem
HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE AYOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE ENDANGERED,
START WITH:
CULTUREHOW YOU VALUE YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
“ To provide our customers
with the most convenient
access to media entertainment.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
$29.5M TO $71M
“ To link individuals
with art and history.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
“ To let people belong anywhere.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
$25.5 BILLION
“ To create value for our users.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
“We look after doctors so they can
look after you.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
C A R E
✱ 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.
@lindzeiy @precedentcomms #precsem
ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
C A R E
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys
4. Prototype new features: Build, deploy, test, enhance
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
$1 BILLION
IN 17 MINS
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
€3,5K SET-UP =
€80K SALES PER WEEK
BLACKROCK
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
7% SALES INCREASE
WITH YOUNG ADULTS
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem
EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
C A R E
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms
4. Social tests: Uncover opps & trial new features
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONALHOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
C A R E
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
500% SALES
INCREASE IN CHINA
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
C A R E
✱ 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.
@lindzeiy @precedentcomms #precsem
CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
C A R E
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. New social offering: Functionality or service
4. Innovate the offering: Brand new digital services
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
“ To be the most magical
place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
“ To win the fight against
heart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
CX: Survival of the Fittest seminar - 29th September, London
277% INCREASE IN
ONLINE DONATIONS
40% INCREASE IN
F&E DONATIONS = £1M
74% INCREASE IN
EVENT REGISTRATIONS
25% INCREASE IN
HEART MATTERS SIGN-UPS
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
C A R E
✱ 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.
@lindzeiy @precedentcomms #precsem
CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
4. Communities & loyalty: Programmes for ambassadors
@lindzeiy @precedentcomms #precsem
C A R E
BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem
HOW TO
@lindzeiy @precedentcomms #precsem
CAREWITH DIGITAL
CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
PRECEDENT.COM/CX
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
26 YEARS
140 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX
QUESTIONS &
THANK YOU.
@lindzeiy @precedentcomms #precsem

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CX: Survival of the Fittest seminar - 29th September, London

Editor's Notes

  • #50: $1.5 billion in private funding from hedge funds, mutual funds and private investors for a valuation of $25.5 billion, making it worth more than some of the largest hotel chains.
  • #53: A keystroke by Chinese premier Li Keqiang marked the launch of China’s first online-only bank, reflecting the government’s hope that a new crop of privately owned lenders will expand access to finance for small-scale borrowers. “We will lower costs for and deliver practical benefits to small clients, while forcing traditional financial institutions to accelerate reforms,” Mr Li said at an opening ceremony in Shenzhen, according to Xinhua, the official news agency. “It’s one small step for WeBank, one giant step for financial reform.” http://www.ft.com/cms/s/0/ccc5a6dc-9488-11e4-82c7-00144feabdc0.html#ixzz3fVFyzdz9 Tencent and Alibaba plan to exploit a “big data” advantage, using troves of user information to evaluate credit risk of small borrowers. With the press of a button on Sunday, Mr Li sent dispatched a Rmb35,000 ($5,600) loan to a truck driver. Analysts expect most loans will be less than Rmb1m.
  • #74: The "Share a Coke'' campaign has been such a hit that, for at least a few months, it reversed a decadelong decline in U.S. Coke consumption. That has provided a welcome lift for the beverage giant, which is trying to combat concerns over obesity and artificial sweeteners by hiking its global advertising budget by $1 billion over the next three years, up from $3.3 billion in 2013. After falling 11 years in a row, Coke's U.S. soft-drink volumes rose 0.4% for the 12 weeks through August from the same period a year ago, according to Wells Fargo, which cited Nielsen store-scanner data. Sales rose 2.5% in dollar terms. Over the same time period, soda volume and dollar sales remained negative at rivals PepsiCo Inc. and Dr Pepper Snapple Group Inc.
  • #114: . Furniture & Electrical collections requests were again over 20,000 for the month of March up 40% on March 2014 and representing roughly £1 million to the BHF. . Event registrations were up 74% this month on the same month last year. . Heart Matters sign-ups were up 25%.
  • #115: . Furniture & Electrical collections requests were again over 20,000 for the month of March up 40% on March 2014 and representing roughly £1 million to the BHF. . Event registrations were up 74% this month on the same month last year. . Heart Matters sign-ups were up 25%.
  • #116: . Furniture & Electrical collections requests were again over 20,000 for the month of March up 40% on March 2014 and representing roughly £1 million to the BHF. . Event registrations were up 74% this month on the same month last year. . Heart Matters sign-ups were up 25%.