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
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
@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
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.
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
✱ 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
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem
CULTURE
ANALYSIS
RATIONAL
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
RATING YOUR
CX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
“ 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 ?
@lindzeiy @precedentcomms #precsem
“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
IF YOU’RE ENDANGERED,
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.
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED,
START WITH:
ANALYSISHOW YOU GATHER FEEDBACK AND REACT.
C A R E
@lindzeiy @precedentcomms #precsem
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.
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
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:
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.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem
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
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
C A R E
@lindzeiy @precedentcomms #precsem
“ To be the most magical place on earth.”
W H Y D O Y O U E X I S T ?
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION,
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.
@lindzeiy @precedentcomms #precsem
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.
@lindzeiy @precedentcomms #precsem
C A R E
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
@lindzeiy @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem
26 YEARS
+100 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM/CX
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