Precedent - CX: Survival of the fittest seminar

PRECEDENT @ THE IMPACT HUB22 OCTOBER // 2014

HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.

CX SURVIVAL OF THE FITTEST

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LINDSAY HERBERT, GLOBAL HEAD OF DIGITAL

WHY DO WE EXIST?

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WHY DO WE EXIST?

WHY DO WE EXIST?

HIERARCHY OF HUMAN NEEDS:

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HIERARCHY OF HUMAN NEEDS:

TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING

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WHY DO YOU EXIST?

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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

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EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.

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EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.NEEDS EVOLVE.

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OUR CUSTOMERS ARE DISLOYAL.

”

T H E P E R C E P T I O N

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OUR CUSTOMERS ARE DISSATISFIED.

”

T H E T R U T H

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✱ 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

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HOW DO YOU ADAPT TO YOUR CUSTOMERS’ NEEDS?

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CULTUREANALYSISRATIONALEMOTIONAL

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CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU VALUE YOUR AUDIENCES.

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CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU GATHER FEEDBACK AND REACT.

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CULTUREANALYSISRATIONALEMOTIONAL

HOW YOUR CORE OFFER STACKS UP TO THE REST.

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CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

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HOW FIT ARE YOU TO SURVIVE CHANGE?

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RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

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RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

@lindzeiy @precedentcomms #precsem

HOW TO

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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

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“ 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 ?

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“ To link individuals with art and history.”

W H Y D O Y O U E X I S T ?

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“ To let people belong anywhere.”

W H Y D O Y O U E X I S T ?

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“ To be the voice of British doctors.”

W H Y D O Y O U E X I S T ?

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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.

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IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

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IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

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£15 BILLION

7% SALES INCREASEWITH 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.

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IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E

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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:

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.

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IF YOU’RE A CHAMPION, HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR AUDIENCES.

C A R E

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IF YOU’RE A CHAMPION, HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

C A R E

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“ To be the most magical place on earth.”

W H Y D O Y O U E X I S T ?

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@lindzeiy @precedentcomms #precsem

@lindzeiy @precedentcomms #precsem

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“ To win the fight againstheart disease.”

W H Y D O Y O U E X I S T ?

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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.

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BUT WHAT DOES IT ALL MEAN?

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CULTUREANALYSISRATIONALEMOTIONAL

@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

CX FITNESSTEST TIME

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HOW TO

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CARE PART 2.

WITH DIGITAL

“ To make what matters better, together.”

W H Y D O Y O U E X I S T ?

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“…sales fell by 3.6pc in the 12 weeks to October 12 - the fastest rate in the grocery industry - reducing its market share from 30.1pc a year ago to 28.8pc, according to Kantar Worldpanel.

Meanwhile, research by specialist advisory firm Lazarus finds that it has the lowest overall customer satisfaction metrics in the grocery industry and its brand is “tarnished”.”

F R O M T H E T E L E G R A P H

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“Every little helps.”

W H Y D O Y O U E X I S T ?

@lindzeiy @precedentcomms #precsem

✱ You can’t buy easily.

So they don’t refer you.

✱ You can’t find your way around.

So they write bad reviews.

✱ You feel overwhelmed.

So they don’t share photos.

✱ You think the quality is poor.

So they don’t respond to new offers.

✱ You don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ You can’t buy easily.

✱ So you buy locally.

✱ You can’t find your way around.

So you shop online at Ocado.

✱ You feel overwhelmed.

So you don’t engage.

✱ You think the quality is poor.

So you don’t respond to new offers.

✱ You don’t feel valued or listened to.

So you never go back.

T H E T R U T H

✱ You can’t buy easily.

✱ So you buy locally.

✱ You can’t find your way around.

✱ So you shop online at Ocado.

✱ You feel overwhelmed.

So you don’t engage.

✱ You think the quality is poor.

So you don’t respond to new offers.

✱ You don’t feel valued or listened to.

So you never go back.

T H E T R U T H

✱ You can’t buy easily.

✱ So you buy locally.

✱ You can’t find your way around.

✱ So you shop online at Ocado.

✱ You feel overwhelmed.

✱ So you don’t engage.

✱ You think the quality is poor.

So you don’t respond to new offers.

✱ You don’t feel valued or listened to.

So you never go back.

T H E T R U T H

✱ You can’t buy easily.

✱ So you buy locally.

✱ You can’t find your way around.

✱ So you shop online at Ocado.

✱ You feel overwhelmed.

✱ So you don’t engage.

✱ You think the quality is poor.

✱ So you don’t respond to new offers.

✱ You don’t feel valued or listened to.

So you never go back.

T H E T R U T H

✱ You can’t buy easily.

✱ So you buy locally.

✱ You can’t find your way around.

✱ So you shop online at Ocado.

✱ You feel overwhelmed.

✱ So you don’t engage.

✱ You think the quality is poor.

✱ So you don’t respond to new offers.

✱ You don’t feel valued or listened to.

✱ So you never go back.

T H E T R U T H

HELPING USE DIGITAL TOWIN BACK COMPETITIVE ADVANTAGE.

CULTUREANALYSISRATIONALEMOTIONAL

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HOW TESCO CANCARE WITH DIGITAL:

CULTURE // VALUE AUDIENCES

ANALYSIS // GATHER FEEDBACK & REACT

RATIONAL // IMPROVE THE CORE OFFER

EMOTIONAL // ELEVATE & DELIGHT USERS

@lindzeiy @precedentcomms #precsem

HOW TO

@lindzeiy @precedentcomms #precsem

CAREWITH DIGITAL

WHY DO YOU EXIST?

@lindzeiy @precedentcomms #precsem

MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”@lindzeiy @precedentcomms #precsem

THANK YOU.

@lindzeiy @precedentcomms #precsem