Digital and customer experience: slides from CXFS - Antony Mayfield, Brilliant Noise

Antony Mayfield @amayfield @brilliantnoise brilliantnoise.com

Engaging customers through digital experiences

2

http://bit.ly/1B4OBEj

Efficiency is the new premium.

The digital imperative for CX is not about channels.

It is a strategic challenge.

3

“Virtually every firm in every industry

is being shaken up by the digital

revolution. No chief executive can

ignore the onslaught of mobile

computing, big data, artificial

intelligence and the like. These new

technologies offer the promise of huge

efficiency gains, but also the threat of

being walloped by some upstart from

Silicon Valley.”

4

Two types of company:

1. Incumbents. 2. Disruptors.

5

Agility: Move fast and break things.

7

“The goal is to become HBO faster than HBO can become us.”

Ted Sarandos, Chief Content Officer, Netflix

Who do you need to become…

faster than they can become you?

8

So many barriers:

- Inertia and entropy. - Culture and bureaucracy. - Regulation as a barrier/constraint. - Customer expectation. - Irresponsible innovation. - Pilot. Scale.

9

So many barriers:

- Inertia and entropy. - Culture and bureaucracy. - Regulation as a barrier/constraint. - Customer expectation. - Irresponsible innovation. - Pilot. Scale.

10

Digital leadership. Digital mindset.

11

“It is the individual, operating at the peak of his or her powers, who will revive our organizations, by reinventing both self and them.” Warren Bennis, Leadership studies pioneer and professor at USC

Digital mindset

13

Personal development

Agility & innovation

Digital customers

Filtering trends

14Model first published Harvard Business Review - McKinsey & Co

Customer decision journey - what do they need?

15

Financial Services Trends Report2015

Plotting a trends radar

16

brilliantnoise.com/cxfinancial/

Your panel Paolo Barbesino First Vice President, Head of Internet &

Mobile Banking, UniCredit

Paul Wishman Group E-Commer ce Director, LV=

Donald Carson Creative Director Digital User Experience,

HSBC

Moderator:

Antony Mayfield Founding Partner & CEO, Brilliant Noise

@amayfield @brilliantnoise #cxfs

brilliantnoise.com/CXexchange

17