Drive business growth through successful CX

Is your CX broken?
@amazerealise
@joeyizzy
#YourCXisBroken
WiFi: hClub network

Episerver
of companies believe
customer experience
is their primary basis
for competition89%
Gartner Research
Gartner.com: Smarter with Gartner, “Gartner Predicts a Customer Experience Battlefield”

Episerver
The Customer Expectation Gap
13
Compete Mostly on the
Basis of Customer
Experience
Likely to make repeat purchases if
retailers deliver cross-channel
personalized offers and content
Personalized Online
Shopping Experience
Opportunity
Opportunity
Opportunity
Customer Expectation
Business Delivering
59%
78%
89%
9%
15%
10%

Episerver
What’s Holding them Back?
of marketers say
creating personalized
content is their biggest
challenge
83% cite the overreliance on
legacy tech or lack of the
right technology/tools
55% of IT decision makers
cite the lack of the right
in-house skills when
undertaking digital
transformation
33%

Episerver
One platform to
smartly manage digital
content, commerce,
and marketing in the
cloud
Digital
Marketing
Digital
Commerce
Web Content
Management

8,000
Customers
$18 Billion
Commerce influenced
30,000
Websites
40,000
Developer Community
25
Years
700
Employees

AMRIT BHACHU
AmazeRealise
Head of UX
REBECCA HAMILTON
The Jockey Club
Group Head of Marketing
CLAIRE CARDOSSI
London North Eastern Railway
Head of Digital Decisioning
@amazerealise
#YourCXisBroken

We are a full service customer experience agency. We bring
together a deep understanding of human behaviour
with the limitless possibilities of technology.
We create human advantage.
@amazerealise
#YourCXisBroken

Forrester announces Kin + Carta are leading the way
In a world where consumers are
currently inundated with experiences
that are broken and frustrating, we're
taking a radical approach to how we're
organized in order to help the world's
largest organisations achieve a more
unified result.
J Schwan
CEO, Kin + Carta
Weaker strategy
Market Presence
RGA
Valtech
AKQA
HugeMirum
MullenLowe
Profero
Mphasis
Softvision
CapTech
ICF Next
CI&T
Stronger strategy
WeakercurrentofferingStrongercurrentoffering
T H E F O R R E S T E R W A V E™
Midsize Digital Experience Agencies Q4 2018
“
LeadersStrong
Performers
ContendersChallengers

WE’RE
FORGETTING
THAT WE’RE
HUMAN

We need to
make
collaboration
a priority and
a collective
goal

Focus on
where you
can have the
biggest
impact

Create your
own path.
Don’t follow
the crowd

3
But….
Don't Be Afraid To Try Things

Not every one
of their
products
succeeded

“ Given a 10 percent chance of a 100
times payoff, you should take that bet
every time. But you're still going to be
wrong nine times out of ten.”
Jeff Bezos
Founder, Chairman, CEO and President of Amazon

They don’t always act how we
think they will

Data doesn't
tell the
entire story

© 2019 AmazeRealise, All Rights Reserved.
Amritpal S Bhachu
#YourCXisBroken

The opportunity to grow is huge
Not Aware: 5m
Aware:
34.5m
Consider / Convert
10m
70%
Of the GB population is
Aware of horse racing but
do not consider attending
GB ADULT POPULATION: 49.5M

Reason to visit
Event, Festival, Hook, Racecourse
Reason to return
The Jockey Club Experience
Our job is apparently simple...

TO
Ticket Bookers
Invisible guests /
WiFi & Email Sign-up
Transactional Data
Event Driven
Campaigns
Isolated Success
Customers
Crowd & Community
Useful Customer
Insight
Customer Centric
Programmes
Shared Best Practice
FROM
Making It Happen: Our Customer Vision

Getting our people to own it…

Strategy
and Plan
Technology
Enablers
● Vision Sign Off
● Communication to all
● Data Strategy
● Channel Strategy
● Proposition Review
● Core CRM Package
● Data capture,
on racecourse
● Content
Channel
Development
Create a solid plan to deliver and invest
2016-2019
● Mobile App
● Websites
● Email
● Social Media
People
Reporting &
Process
● Project Support
● Data Analyst
● 2017/18: CRM
Manager
● Email marketing role
● Current digital, content
and marketing roles
● KPIs
● Performance Metrics
● Monthly Report
● ROIs
● Campaign Analysis
● RDs / JCR B Review
● Marketing meetings
Campaign
Integration
● Racecourse / Event
marketing strategy
● Communication plans
● ROI targets

Marketing People: Support and Focus

Marketing, The Jockey Club Way
Objective:
Deliver positive brand perception to grow advance direct ticket sales & maximise
revenue via volume, yield and partnerships - deliver to ‘one more visit’.Insight,DataandCustomerFirst
Insight,DataandCustomerFirst
Easier to Influence Harder to Influence
Retention Acquisition Frequency
Campaign Planning, Cross-Channel, TTL Integrated
Compelling Proposition, Price
Cross Group Marketing Strategy
Cross Group Brand Strategy (Comms, TJCW Experience, Product)
(Underpinned by a focus on marketing capability: development and growth of our marketing people)
People
Reporting &
Process
Campaign
Integration

Experience improvement across key channels:
before, during and after raceday.

Stacklr feed racecourse TV image

Integrated Multi-channel: Building Data To Drive
Awareness Consideration Post PurchaseIntent Decision
Build positive brand
image;
Increase likelihood
to consider The
Jockey Club in
leisure destinations
Enter the
consideration
phase early
Provide the
reason why
Engage at final
research phase
“Pull” in consumers
Fuel their decision
through website
optimisation and
experience at venue
Magnify and
socialise
Experience at the
racecourse
Offline
exposure
Strategic digital
Display / affiliates
Search Marketing:
PPC and SEO
Event / Website
Experience
eCRM Integration
Social Media
Bought Owned Earned
WOO WOW WOM

Gathering data on
engagement and
behaviours...

Always racing to stay match fit… we say:
Race On.

19th June 2019
LNER’S JOURNEY –
IMPROVING CX & DRIVING
BUSINESS GROWTH

IN THE ROOM HERE TODAY, DO YOU HAND-ON-HEART
BELIEVE THAT THROUGHOUT YOUR WHOLE BUSINESS
THERE IS A CLEAR UNDERSTANDING OF THE CUSTOMER
PAIN POINTS THAT NEED TO BE ADDRESSED?
YES: SOMEWHAT: NO:

YES: SOMEWHAT: NO:
DO YOUR STRATEGIES ALIGN TO THOSE PAIN POINTS, SO
YOU KNOW WHERE YOU EXPECT TO BE IN A
YEAR’S TIME?

UNDERSTANDING
PROBLEM
STATEMENTS

Inspiration
& realisation
Booking
& preparation
To station At station Boarding Onboard Arrival Onward travel Keeping in touch
AWARENESS BUY/COMMIT EXPERIENCE ADVOCACYCONSIDERATION
DIGITAL
PHYSICAL
/STAFF
DATA
Web
Mobile
: )
: (
I can’t click on
the digital ad to
a deep linkin a
booking engine
I want inspiration
relevant to me
on channels I
use
(F) I want to
change my
rota/day off
(F) I want to be
able to help in a
disruption by
getting timely
updates
I want to know who
my customers are,
what they want &
where they are at
that point in time
I’m reassured that
my passenger
assistance is
booked (part of
confirmation
comms)
Advertising is
targeted to me if
you know me
I want to see
what I can get
with my money
Am I getting the
right price - I
want to see
digital discounts(F) I want to
automatically
find the best fare
for me every
time
Do I have the
cheapest ticket
I don’t want to
register to an
account
(F) I want
simpler fares &
no-nonsense
conditions (F)How do I use my
digital assistant to
book my train ticket
& remind me
I don’t understand
all of the ticket types
& restrictions
The digital booking
process is
unnecessarily
complex
(F) multimodel -
not thinking
about varios
bookings
What is actually
involved in buying?
How can I get my
tickets
I want my RDG
discount online
Book a seat on
the day
I can’t change the
reservation
I don’t know my way
to the station
Can I park at the
station
Lack of information
about my train, is it
on time?
I don’t know how to
use the TVM
I have to stand in a
queue to get my
ticket
What platform is
my train?
I am being
misinformed by
CIS screens
How can I get
my ticket?
My mobile is out
of battery and it
has my ticket
My mobile is out
of battery and it
has my ticket
I can’t see staffI need
assistance
Let me know
about less busy
trains/carriages
(F) I can walk through
the station, to my train
without a manual
t/human ticket check
I want to report a
problem or
complaint
Can I get points for
buying food/
rewarded
Let me know if I can
get the advertised
service
Where is my seat?
There is somebody
else in it!
I want to find a
different seat
Lack of
entertainment for all
demographics
Have empathy
when I make a
genuine
mistakeEmpower
colleagues to make
customer decisions
e.e. A free coffee
I can’t buy
onward travel
I need
assistance in
onward travel
Where do I go
for connection
Lack of
assistance
leaving the
train
I want to know
my carbon
savings (F)
I can talk to
LNER in my
preference of
channels
I want to be
treated like a
high value
customer as
CUSTOMER PROBLEM STATEMENTS…

MAPPED THEM AGAINST THE CUSTOMER JOURNEY...
Help me to make
the right choices
and feel prepared
before I travel.
Help me feel
relaxed and in
control as I travel
to and arrive at
the station.
Keep me
comfortable, alert
and prepare me
for the journey.
Help me get to my
seat.
Prepare me for
my onward
journey and guide
me to my
destination.
Keep me front of
mind and let me
know you still
care.
Give me the
space and tools
to do what I
please.
Help me to make
the best decisions
for my trip ahead.

POSITIVECXDAMAGINGCX
OWN OWNPARTNER PARTNEROWN OWNPARTNER & OWN OWNPARTNER & OWN OWN
WE’VE MAPPED WHERE WE CURRENTLY STAND
Booking
Preparing to
travel
Inspiration
& realisation
Journey to the
station
At the station
Boarding &
settling in
The onboard
journey
Arrival &
onward journey
Experience
recovery
Keeping in
touch

POSITIVECXDAMAGINGCX
OWN OWNPARTNER PARTNEROWN OWNPARTNER & OWN OWNPARTNER & OWN OWN
Where we
want to be
AND THE AREAS WE NEED TO PRIORTISE…
Booking
Preparing to
travel
Inspiration
& realisation
Journey to the
station
At the station
Boarding &
settling in
The onboard
journey
Arrival &
onward journey
Experience
recovery
Keeping in
touch

© 2019 Merkle. All Rights Reserved. Confidential82
SCV
Development
Cloud Hosting &
Management
Data & CRM
Programme
Strategy
Martech
Deployment
Multi-channel
(email, SMS, Push)
Performance
Marketing
Data Analytics
Outbound & Inbound
(Shared Contact &
Response History
Near-shore BAU
Operation
Data Integration
(Real-time &
Batch)

TO PUT HEART INTO EVERY
DIGITAL JOURNEY

90
A NEW DIGITAL DEPARTMENT AT LNER

But we only know
23.1% of these
customers
21.9 million customer journeys were made in 2018

USING CUSTOMER DATA AND INTELLIGENT SYSTEMS
TO DRIVE PERSONALISATION AND SATISFACTION

Culture slide – image of staff -
Katey
A DIGITAL CULTURE

THANK YOU.
@amazerealise
#YourCXisBroken

Drive business growth through successful CX

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