Empired Convergence 2017 - Transforming you customer experience

1. UNLEASH YOUR DIGITAL ENTERPRISE
Transforming your Customer Experience

2. • Research Time – Good or Bad CX?
• What’s the Problem?
• Digital Transformation – is it all hype?
• So what is Customer Experience?
Agenda
We want to keep things nice and simple so we’ll cover….
• CX Strategies in a Digital world
• Summary
• Questions

3. RESEARCH TIME – GOOD OR BAD
CX?

5. WHAT’S THE PROBLEM?

6. 84%
of companies globally agree,
and believe digital
transformation is important
or critically important to
their survival in next five
years
3%
have implemented an
enterprise-wide digital
transformation
Source: SAP Digital Transformation Executive Study
https://www.sap.com/dmc/exp/4-ways-leaders-set-themselves-apart/index.html

7. Many organisations
believe transforming
to the digital sphere
can be highly
challenging and can
take many years to
achieve

8. Digital
Transformation
can be quite a
confusing and
intimidating
mountain to climb.

9. DIGITAL TRANSFORMATION
- IS IT ALL HYPE?

10. Let’s Recap on the 4 pillars of Digital Transformation
Engage your
customers
Transform
your products
Transform your
operations
Empower your
employees

11. Customer
Experience

12. Impact of Customer Experience Led Transformation
20% Uplift In
Customer Conversion
10% reduction
in cost to serve
20% Reduction In
Customer Churn
20% Growth in
Customer Satisfaction
20% Decrease In
Complaints
10% Boost In
Revenues From CLV

13. Another story…

14. SO WHAT IS CUSTOMER
EXPERIENCE?

15. CX is the customer’s perception of
interactions with your brand

16. "70% of buying experiences are based
on how the customer feels they are
being treated.”
McKinsey

17. Another story…

18. "It takes 12 positive customer
experiences to make up for one
negative experience.”
Parature

19. We need to think about the holistic and connected experience
Your Customer
Pay For Products /
Services
Customer
Experience
User Experience
Your Product / Service
Use Products /
Services
Deliver ValueYour Company
Deliver Products
/ Services
Customer
Experience
User Experience
Employee
Experience
Your Partners/Suppliers
Buy Products /
Services
Deliver Products
/ Services
Partner
Experience
The Public
Public
Experience
May Become

20. What makes up a brilliant and memorable customer experience?
Valued
Relevant
Convenient
Empathetic
Attentiveness
Recognition
Personalisation
Consideration
Appreciation
DelightfulMeaningful
Useful

21. It’s not just about what it looks and feels like.

22. It’s not just about what it looks and feels like.

23. How we can make it valuable to the people that
experience your product or service

24. We need to humanise technology

25. CX TRANSFORMATION
IN A DIGITAL WORLD

26. Developing a successful customer
experience strategy is only achievable
when organisations realise the
interconnectedness of people, processes
and technology.

27. Create
Define and create a proof
of concept through a
rapid iterative design and
prototyping process.
How we transform digital customer experiences
Ideate
Run ideas factory
sessions to generate and
define innovation. Assess
feasibility of each idea,
identify organisational
impacts, gaps and
changes required..
Discover
Research and investigate
drivers for change. Run
regular recurring sessions
with cross-functional
representatives from all
parts of the business.
Evolve
Leverage data insights and
other trends to elevate and
evolve the digital customer
experience.
Deliver
Iteratively deliver an MVP;
measure, learn and refine
the experience. Implement
and scale the solution.

28. STEP 1 – DISCOVER

29. • Understand the context of the problem
• Who are the people involved in this service?
• Map the current experience
• Service positioning
Discover

30. What tools can we use?
Analyse
&
Understand
Live Customer
Testing
Customer
Behaviour
Customer
Feedback
User Research
Personas
Customer Journey
Mapping
CX Maturity
Assessment

31. Conduct workshops
with stakeholders &
customers

34. STEP 2 – IDEATE

35. • Explore pain relievers
• Journey map the future experience
• Prioritize and assess the feasibility
Ideate

37. IdeateDigital Marketing Measurement Model
https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

38. STEP 3 – CREATE

39. • Draft & prototype the new experience
• Co-design / Design Studios
• Sketches
• Wireframes
• UI flows
• Visual Design
• Low / High Fidelity Prototype
• Rapid user testing
Create

41. Ideate

42. Ideate

43. STEP 4 – DELIVER

44. Ideate
Develop an
MVP

45. Ideate
Measure & Learn

46. Ideate
Refine & Scale

47. STEP 4 – EVOLVE

48. Experience Evolution Framework
EVOLVE
MEASURE
UNDERSTAND
IDEATE
YOUR DIGITAL
ECOSYSTEM
BENCHMARKING GROWTH

49. SUMMARY

50. Focus on going above and beyond
good customer experience
Functional experiences
Solve problems and
deliver efficiency
Emotional experiences
Build trust, loyalty and
advocacy
Few companies rise above
core functionality to deliver
exceptional experiences.
Convenient Pleasurable Meaningful
Functional Reliable Usable

51. Build an intimate relationship with your audience
through meaningful and memorable interactions
Weak relationship
Occasional visitor
Transactional
interaction
Explorer
Regular visitor
Consume site
content
Consumer
Subscriber, actively
engaged and part of
the online
community
Engaged
Member
Strong relationship
Brand loyalist, engaged
member that goes above
and beyond to promote
your service
Advocate

52. Vision Skills Incentives Resources
Action
Plan
Skills Incentives Resources
Action
Plan
Vision Skills Incentives Resources
Action
Plan
Vision Skills Incentives Resources
Action
Plan
Vision Skills Incentives Resources
Action
Plan
Vision Skills Incentives Resources
Action
Plan
Change
Confusion
Anxiety
Resistance
Frustration
False Starts
Digital Transformation can be challenging
Pitfalls can usually occur when you don’t have all the pieces to manage the change and
transform your business model, processes and people

53. Depending on their industry, a 1% increase in CX
scores can mean $10M to $100M+ annually for
an individual brand
Expectations vs Experience - Accenture

54. “I’ve learned that people will forget what you
said, people will forget what you did, but
people will never forget how you made them
feel.”

55. “How do your customers feel
when they experience your
organisation?”
Kevin Miller