Precedent - CX: Survival of the Fittest seminar, 15th April Cardiff

CX SURVIVAL OF THE FITTESTHOW DIGITAL CAN WIN BACK THE COMPETITIVE ADVANTAGE.

@precedentcomms | #precsem

USER EXPERIENCE

CUSTOMER EXPERIENCE

Why are we here?

MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED.

DIGITAL STRATEGY

DIGITAL TRANSFORMATION

CUSTOMER EXPERIENCE

WEBSITES, TABLET & MOBILE

26 YEARS

100 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

TIME GOES ON. NEEDS CHANGE.

EVERY ORGANISATION

STARTS OUT BY MEETING

THE NEEDS OF ITS AUDIENCES.

What do we need?

Physiological

Safety

Love / belonging

Esteem

Self-actualisation

TO THRIVE WE NEED SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE NEED WEALTH, SECURITY AND PHYSICAL WELLBEING

MEETS NEEDS“I accomplished my goal”

EASY“I didn’t have to try hard”

ENJOYABLE“I feel good about that”

People have rational and emotional needs

Hmm, I need a savings account

As a new parent, I want to save money, so that I can have enough put aside for when my son goes to university.

It is impossible to engage someone if you don’t know what’s motivating them.

Let’s get phygital

(Sorry)

CONVERGENCE

WHILE YOU WERE OUT…

People no longer separate physical and digital

Advocacy

Word of mouth is the most disruptive force in marketing, and the primary factor behind 20 to 50 percent of all purchasing decisions.

You don’t need customers, you need advocates.

1. Needs change 2. Rational and emotional 3. Motivation 4. Convergence 5. Advocacy

5 KEY POINTS

People will forget what you said, people will forget what you did, but people will never forget how you made them feel.Maya Angelou

OUR CUSTOMERS ARE DISLOYAL.

”

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

T H E T R U T H

OUR CUSTOMERS ARE DISSATISFIED.

”

✱ They can’t buy easily.

✱ They can’t find their way around.

✱ They feel out of their depth.

✱ They think the quality is poor.

✱ They don’t feel valued or listened to.

So they don’t refer you.

So they write bad reviews.

So they don’t share photos.

So they don’t respond to new offers.

So they never come back.

HOW DO YOU

ADAPT TO YOUR CUSTOMERS’ NEEDS?

To adapt and provide truly great customer experiences, you must look internally as well as externally.

To be in control of the Customer Experience, you need to be in control of both the organisational and experiential levels.

CULTURE ANALYSIS RATIONAL EMOTIONAL

HOW YOU VALUE YOUR AUDIENCES.

CULTURE ANALYSIS RATIONAL EMOTIONAL

To provide our customers with the most convenient access to media entertainment.

”

150,000,000 NEW

SUBSCRIBERS!

CULTURE1. Put CX at the top of your agenda 2. Map the customer experience 3. Understand the role digital plays 4. Tiny Noticeable Things 5. Don’t be stubborn!

HOW YOU GATHER FEEDBACK AND REACT.

CULTURE ANALYSIS RATIONAL EMOTIONAL

I’d like to buy the world a Coke

Share a Coke with friends

It started with a kiss

ANALYSIS1. Be SMART 2. Benchmark the competition 3. Listen to your customers 4. Harness social media 5. CX metrics to appraise staff

HOW YOU MEET BASIC NEEDS

CULTURE ANALYSIS RATIONAL EMOTIONAL

RATIONAL1. Design with the user in mind 2. Prototype, test, refine, repeat 3. Be consistent 4. Innovate

EXCEEDING EXPECTATIONS AND DELIGHTING CUSTOMERS

CULTURE ANALYSIS RATIONAL EMOTIONAL

To be the most magical place on earth.

”

64

EMOTIONAL1. Identify your personality 2. Personalise the experience 3. Delight 4. Encourage advocacy

HOW FIT ARE YOU TO SURVIVE CHANGE?

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

10 STEP GUIDE TO BETTER CX

LISTEN TO YOUR CUSTOMERS1

VISUALISE THE CUSTOMER EXPERIENCE2

MEASURE AND ANALYSE THE CUSTOMER EXPERIENCE

3

SET GOALS4

5 BUILD A TEAM

EVANGELISE6

IDENTIFY THE PROBLEM AREAS7

FIX ONE PROBLEM AT A TIME8

CONTINUAL IMPROVEMENT9

10DON’T STOP LISTENING TO YOUR CUSTOMERS

@lindzeiy @precedentcomms #precsem

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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.