CX: Survival of the Fittest seminar - Hong Kong 26/11/14

PRECEDENT

NOVEMBER 26 // 2014

HOW DIGITAL CAN WIN BACK

COMPETITIVE ADVANTAGE.

CX SURVIVAL

OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT

GLOBAL HEAD OF DIGITAL

WHY DO

WE EXIST?


WHY DO

WE EXIST?

WHY DO

WE EXIST?

HIERARCHY OF

HUMAN NEEDS:


HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING


WHY DO

YOU EXIST?


MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”





EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.


EVERY ORGANISATION



TIME GOES ON.

NEEDS EVOLVE.



OUR CUSTOMERS

ARE DISLOYAL.

”

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


OUR CUSTOMERS

ARE DISSATISFIED.

”

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


✱ So they don’t refer you.


So they write bad reviews.







T H E T R U T H




✱ So they write bad reviews.







T H E T R U T H






✱ So they don’t share online.





T H E T R U T H








✱ So they don’t respond to new offers.



T H E T R U T H








✱ So they don’t respond to new offers.


✱ 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


HOW DO YOU

ADAPT TO YOUR

CUSTOMERS’

NEEDS?


CULTURE

ANALYSIS

RATIONAL

EMOTIONAL


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU VALUE YOUR AUDIENCES.


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOUR CORE OFFER STACKS UP

TO THE REST.


CULTURE

ANALYSIS

RATIONAL

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.


HOW FIT ARE YOU

TO SURVIVE CHANGE?


RATING YOUR

CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED


RATING YOUR

CX FITNESS LEVEL:



HOW TO


CAREWITH DIGITAL

IF YOU’RE ENDANGERED,

START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E



START WITH:

CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E


“ 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 ?


$29.5M TO $71M

“ To link individuals with art and history.”



“ To let people belong anywhere.”



“ To be the voice of British doctors.”




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.


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


IF YOU’RE EXPOSED,

START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E



START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E


$1 BILLION

IN 17 MINS

€25M FROM

SOCIAL MEDIA

€3,5K SET-UP =

€80K SALES PER WEEK

7% SALES INCREASE

WITH YOUNG ADULTS


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.


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


IF YOU’RE A CONTENDER,

TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E



TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP

TO THE COMPETITION.

C A R E



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.


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


IF YOU’RE A CHAMPION,

HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR

AUDIENCES.

C A R E



HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR AUDIENCES.

C A R E


“ To be the most magical place on earth.”







“ To win the fight againstheart disease.”



“ To let people belong anywhere.”




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.


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


C A R E

BUT WHAT

DOES IT

ALL MEAN?


HOW TO


CAREWITH DIGITAL

CULTURE

ANALYSIS

RATIONAL

EMOTIONAL


RATING YOUR

CX FITNESS LEVEL:



EVERY ORGANISATION



TIME GOES ON.

NEEDS EVOLVE.


HIERARCHY OF

HUMAN NEEDS:

TO THRIVE WE WANT

SELF ESTEEM AND

SOCIAL ACCEPTANCE

TO SURVIVE WE WANT

WEALTH, SECURITY AND

PHYSICAL WELLBEING


WHY DO

YOU EXIST?


MEANINGFUL IDEAS,

INTELLIGENTLY DELIVERED.

”


CX FITNESS

TEST TIME



PRECEDENT.COM/CX

PRECEDENT.COM/CX

THANK YOU.


CX: Survival of the Fittest seminar - Hong Kong 26/11/14

Internet

dont share photos

new offers

bad reviews

customers needs

precsemour customers

truthour customers

precsemevery organisation

physical wellbeing