Survival of the fittest – how to gain competitive advantage in the new digital world. Engagement conference, 22 October 2015

HOW THE BHF IS USING CX & DIGITAL TO

WIN THE FIGHT AGAINST HEART DISEASE.

BHF’S SURVIVAL

OF THE FITTEST

LINDSAY HERBERT,

GLOBAL HEAD OF DIGITAL at PRECEDENT

@lindzeiy @precedentcomms #precsem


PRECEDENT.COM/CX

PRECEDENT.COM/CX

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.

”



DIGITAL

STRATEGY

WEBSITES,

TABLET & MOBILE

DIGITAL

TRANSFORMATION

PRECEDENT.COM/CX


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.


EVERY ORGANISATION



TIME GOES ON.

NEEDS EVOLVE.


OUR SUPPORTERS

ARE DISLOYAL.

”

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


OUR SUPPORTERS

ARE UNENGAGED.

”

T H E T R U T H


✱ They can’t donate easily.

So they don’t give more.

✱ They can’t find advice or support.

So they don’t fundraise.

✱ They hate all the direct mail.

So they don’t refer others.

✱ They can’t see where money goes.

So they warn others.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t donate easily.

✱ So they don’t give more.

✱ They can’t find advice or support.

✱ So they don’t fundraise.

✱ They hate all the direct mail.

✱ So they don’t refer others.

✱ They can’t see where money goes.

✱ So they cancel their direct debit.

✱ They don’t feel valued or listened to.

✱ So they never come back.

T H E T R U T H

OUR SUPPORTERS

ARE DISSATISFIED.

OUR CHARITY IS AT

RISK.

T H E T R U T H


HOW DID BHF

ADAPT TO ITS

SUPPORTERS’

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 win the fight againstheart disease.”



277% INCREASE IN

ONLINE DONATIONS


START WITH:

CULTURE

C A R E

✱ Include CX in your strategic plan.

✱ Use metrics to inform management decisions.

✱ 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


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


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.


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


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


74% INCREASE IN

EVENT SIGN-UPS

40% INCREASE IN

DONATIONS = £1M

25% INCREASE IN HEART

MATTERS SIGN-UPS


TACKLE THE:

RATIONAL

C A R E

✱ Products and services deliver to current core needs.

✱ End to end processes are efficient.

✱ 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. 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.”








HARNESS THE:

EMOTIONAL

C A R E

✱ Interactions elevate the customer socially.

✱ 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.


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.

”



PRECEDENT.COM/CX

PRECEDENT.COM/CX


DIGITAL

STRATEGY

WEBSITES,

TABLET & MOBILE

DIGITAL

TRANSFORMATION

PRECEDENT.COM/CX


26 YEARS

+100 EXPERTS IN

DESIGN, TECH,

STRATEGY & UX

6 LOCATIONS

PRECEDENT.COM/CX

QUESTIONS &

THANK YOU.


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22 October 2015

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Survival of the fittest – how to gain competitive advantage in the new digital world. Engagement conference, 22 October 2015

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