Digital Strategy and Customer Centricity- It is not about digital! Presented by Raj Mendes, Managing Director of The Customer Experience Company.

1. 3
THE CUSTOMER EXPERIENCE COMPANY
DIGITAL STRATEGY AND CUSTOMER CENTRICITY
- IT IS NOT ABOUT DIGITAL!
21 NOVEMBER 2014

2. THERE’S AN AWFUL LOT OF HYPE AROUND
DIGITAL, FROM MANY SOURCES.
Paul Wilmot

3. EVERYONE TELLING US TO GO “DIGITAL”

5. LOTS OF COMPANIES DOING THIS,
FOR EXAMPLE..

6. Source:
Digital
disrup3on
-­‐
Harnessing
the
‘bang’,
Deloie
“The digital landscape moves very quickly.
You need to stay ahead of developments and
be sufficiently educated – or advised – to
judge the difference between an important
innovation and a fad.”
“Consumer segments will become redundant
as technology enables a level of
personalisation that drills right down to the
individual.”
- Shawn Blackmore
Source: Social Disruption – Harnessing the Bang, Deloitte

7. THE FASTEST GROWING BANK IN AUSTRALIA
“The world had changed; we had seen a
massive shift in technology’s capabilities,
communications and trust. The key choice
was how to work with these trends and
respond in an uncertain world.”
“Harnessing big data to develop offerings that
are absolutely focussed on the evolving and
constantly growing needs and desires of the
customer.”
- Alex Twigg
Source: Social Distruption – Harnessing the Bang, Deloitte

8. CREATING THE MALL OF THE FUTURE
“Digital storefronts, digital in-centre signage,
click and collect hubs, wi-fi networks,
frictionless car parking payment services,
mobile food service apps and the searchable
mall web platform that integrates retailers,
helps shoppers find what they want.”
“Business needs to get curious around
technology and how it impacts customer
behaviour. Get testing, get learning, and get
close to the technological future. Define your
competitive context and then imagine
different scenarios for the future”
- John Batistich
Source: Social Disruption – Harnessing the Bang, Deloitte

9. DIGITAL SOLVING PROBLEMS AT
STARBUCKS, TELSTRA AND AUSPOST

12. Company
name
-­‐
Project
name
1
Decembe
r
2014
Australia Post
Digital Mailbox
}}}
2013 - an
independent
product

13. Re-branded myPost
Digital Mailbox 2014 -
just part of the myPost
}}}
products

14. BUT WHAT’S REALLY HAPPENING?

15. IT’S ABOUT EXPONENTIAL GROWTH;
HERE’S AN EASIER WAY TO EXPLAIN

16. YOU ARE HERE

17. “I GOT A WEBSITE”

18. “I GOT MOBILE SOCIAL MEDIA”

19. “I GOT BIG DATA”

20. “I CAN KEEP UP”
2018

21. WHAT’S TRENDING UP,
AND TRENDING DOWN?

22. GOING DOWN
• Price of high-end
technology solutions
• Time-to-market
• Brand projection
• Attention span
• Time to frustration
GOING UP
• Number of channels
• Size of digital teams
• Number of ideas
• Information overload
• Power of social
• Prosuming

23. 1. DIGITAL IS NOT THE ANSWER, SOLVE A REAL PROBLEM
2. EXPONENTIAL PACE OF CHANGE
3. CUSTOMER IS THE CONSTANT, UNDERSTAND THEM

24. VIABLE
DESIRABLE
FEASIBLE
HAPPY CUSTOMERS
HAPPY SHAREHOLDERS!

25. BEING COLLABORATIVE IS:
1. FOCUSING ON WHAT YOU DO BEST
2. ENGANGING CONVERSATION WITH USERS
3. KEEP UP WITH CHANGE

26. THANK YOU
RAJ MENDES
raj.mendes@customerexperience.com.au