Presentation given at Customer Experience Sydney on best practice customer experience across channels

1. Identifying Best PracticeIn Cross Channel Design

2. What was the last great experience you had ?What made it a great experience?What was the feeling it gave you?

3. Was it something you ate?

4. Or something you bought?

5. What was the last great multi-channel experience you had ?

6. Or catching a flight?

7. Or getting a mortgage?

8. What was the last great experience you hadthat kept on giving ? Or that you told someone else about?

9. Or that you felt got it right?Or did it differently to others?

10. Which well known brand was it?

11. Was it even a ‘brand’?Was it a local business with a small niche clientele?

12. Was it what you would have labelled “Best Practice”?How do we define it?

15. The Hard Work of Best Practice WIDE DEEP SPECIALISE? GENERALISE?

16. What was the 1 thing consistent across your recent multi-channel experience?

17. YouThe Customer

18. So that’s a customer experience that works …What’s your companys brand & customer experience FAMOUS for?What story does it want to tell?

19. 7Current Challengesin Multi-Channel Management

20. Challenge 1Competitors are always moving forward

21. The competitive landscape INTERNATIONALS RETAIL BANKS WITH MAJOR BRANCH PRESENCE DIRECT & NON-BANK

23. Challenge 2Channels are changing, growing, moving

24. Challenge 3Managing these channels takes increasingly specialised – and rare - talent

25. Challenge 4Now that many products and services are being commoditised or disintermediated, innovation is crucial

26. Challenge 5Technology presents opportunities and threats

27. Challenge 6Your people are the variable – and the key

28. Challenge 7Is best practice really achievable anyway??

29. CUSTOMER FACING STAFF DIRECT LEADERSHIP TOUCHPOINT MANAGEMENT & OPERATIONS RETAIL / BPA LEADERSHIP; RELATED PARTNERS ACROSS RETAIL

30. Firsta bit about how banks do multi-channel …

32. Still many challenges

33. Business Practice = Cust Sat BRANCHES SHUTTING DOWN INTERNET BANKING GOES MAINSTREAM Source: Roy Morgan

34. The Direct Banking ChallengeProcess Completion RESEARCH > ADVICE > APPLY > VERIFY > DOCS > SETTLE > POST SALE BRANCH CONTACT CENTRE ONLINE

35. Understanding Best Practice

39. Too hardToo muchToo expensive

42. So,how do customers feel about multi-channel experiences?

44. Get your balance right DIFFERENTIATORS DIFFERENTIATORS DIFFERENTIATORS BASICS BASICS BASICS Getting the basics right is both a key customer experience requirement And an industry differentiator!

45. 7Things To Achieve Best Practice

46. 7 things to achieve best practice What would Richard do? Lawyers are customers too Computers n stuff Eggs in baskets A black turtleneck will set you free A black turtleneck will set you apart I’m famous, but you’ve never heard of me

47. 1 – What would Richard do?Maintain the brand throughout ALL interactions

49. 1 – Maintain the brand throughout all interactions Understand your uniqueness Hire for attitude, train for skill Create the culture Change your business before you tell people about it Getting your people on board is critical

50. 2 – Lawyers are customers tooLive the end to end customer experience

51. 2 – Live the end to end experience Take a customer centric view Find moments of truth, points of weakness Understand the cust exp life cycle Put yourself in their shoes Foster any beginnings of unique communities or interests

52. Source: Credit Suisse

53. Source: Credit Suisse

56. CX E2E Analysis

57. 3 – Computers n StuffLeverage integrated or single platform technology

58. 3 – Leverage integrated or single platform technology Simplify (doesn’t nec mean centralise) Understand there will be some client side capability The device in the hand

60. 4 – Careful of too many eggs in too few basketsSingle or multi channel bias can be equally beneficial and dangerous

61. ASSISTED SERVICE ASSISTED SELF SERVICE SELF SERVICE

62. 4 – Careful of too many eggs in too few baskets Start doing one channel very well Over time you need to get all the areas done well Despite focus on growing channels, Good multi-channel CX is more valuable when things go wrong

63. 5 – Black turtlenecks can set you freeUnderstand the importance of design

64. 5 – Understand the importance of design Not just the way things look, it’s how things work Use design thinking as a process – start with all the options and ideation Filter, choose some, make prototypes Test, test, test, launch then test

65. Brand Extension - Mercedes TV Nice - but are the cars any good?

66. Spaces - Qantas First Class Lounge Nice - but are the planes on time?

67. 6 – Black turtlenecks can set you apartDo it better, or differently, or preferably both

68. 6 – Do it better, or differently, or preferably both Beat competitors at their own game Go for the mass market Create a new way of looking at things and/or - Create niches and communities of passionate customers and advocates Things that compete on cost don’t have to have poor CX, just meet expectations (where are they set?), or exceed them

70. Nice - but will they fix my MAC?

71. 7 – I’m famous, but you’ve never heard of meBe selective in what you want to be FAMOUS for – the audience will be there

72. 7 – Be selective in what you want to be FAMOUS for Culmination of all these factors creates a unique multi-channel experience and offering

73. Celebrity Entrepreneur + Altruistic Cause = Business Success Nice - but are the shoes any good?

74. The Multi-Channel Challenge

75. 7 Ways To Best Practice Maintain the brand throughout ANY execution Live the end-to-end customer journey Leverage integrated or single platform tech Balance mix – great in 1 channel, good in many Understand the importance of design Do it better, or differently, preferably both Be Selective in what you want to be FAMOUS for

76. Thanks Rob.J.Findlay@nab.com.au TheBankChannel.com