Reinventing Customer Experience Jessica Douglas Partner, IBM Interactive Experience, Financial Services, Europe Is your business model fit for the digital future? In most industries, mobile, digital, and social trends are creating competitive pressures from new entrants and challenges to traditional business models. These trends are also creating substantial opportunities for those businesses bold and agile enough to seize them. This session will include case stories where, working with IBM, business and IT leaders have made bold moves. It will consider how these leaders have created new capabilities to shape and deliver simple, relevant and human digital experience for competitive advantage with their customers. Jessica's focus on Digital Front Office is about creating coherent experiences which work for customers however they engage (mobile, store, call centre, web, kiosk, pop-up). Jessica's work is about creating relevant and timely experience based on rich customer insight. She is motivated by successful implementation and the people and skills aspects of making business change real

1. 11
Jessica Douglas
Partner, IBM Interactive Experience, Financial Services, Europe
Reinventing Customer Experience

2. 22
1990s 2010s
Shifting expectations

3. 33
What is happening
in markets
Capabilities for
success
Some useful
approaches
Let me tell you a
story…

4. 4
The market
has changed “The customer is now at
the heart of the
boardroom”
IBM c-suite study, 2013
“Prepare for digital disruption”
Forrester, 2012
“The individual-centred
economy is already here”
IBM Digital Reinvention paper, 2014
From…
to…
“Digital revolution will affect every
stage of the customer lifecycle and
every aspect of your business”
Forrester, 2014

5. 5
3
“The last, best
experience
that anyone has
anywhere
becomes the minimum
expectation for the
experiences they
want everywhere.”

6. 6
transcends
channel
experience
industry

7. 7
76%
of consumers
today
expect
organisations to
understand their
individual needs
IBM, Institute for BusinessValue,2014

8. 88
The traditional
boundaries are
dead.
The focus is now on
Human-to-Human
interactions.
Experience is the
new competitive
battleground

9. 99
Waves of innovation

10. 1010

11. 1111

12. 1212

13. 1313
Simple definitions
Innovation vs Disruption
The action or process of innovating
The introduction of new things, ideas or ways of
doing something
Innovation involves deliberate application of information,
imagination and initiative in deriving greater or different values
from resources, and
includes all processes by which new ideas are generated and
converted into useful products and services to further satisfy the
needs and expectations of customers.
A situation in which it is difficult for something to
continue in the normal way; the act of stopping
something from continuing in the normal way.
Disruption displaces an existing market, industry, or
technology and produces something new and more Efficient
and worthwhile.
Creating new things that have meaning and value
Capturing new markets by embracing new technologies and
adopting new business models
DISRUPTIONINNOVATION

14. 1414
The traditional
boundaries are
dead.
The focus is now on
Human-to-Human
interactions.
Disruption is the
new normal

15. 15
Bleeding edge
innovation
Embedding
innovation into
their organisation
Maintaining an
edge over the
competition
Opening up new
revenue streams
through digital
Companies that do
not embrace this face
failure

16. 16
70%
of Fortune 1000
companies in
2004
do not exist todayGartner 2014

17. 1717
What is happening
in markets
Capabilities for
success…
…and some useful
approaches
Let me tell you a
story…

18. 1818
Strategic Capabilities
Innovation as a
Capability
Ecosystem
Relationships
Customer
Experience
Obsession
SimplicityEmpowered
Employees

19. 19
Design is not just what it
looks like & feels like.
Design is how it works.
- Steve Jobs

20. 20
IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation
This is not a user experience
2
0

21. 21
IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation
This is a user experience

22. 22
22
Insight Informs Experience
Experience Transcends Channel...

23. 23
2
3
Take2minutes&
designavase
designabetterwayfor
peopletoenjoyflowersin
theirhome

24. 24
Design
a vase
Design a better way for
people to enjoy flowers
in their home
Product or Task Focused Experience Focused

25. 2525
IBM Design Thinking
We use IBM Design Thinking as a human-centered Framework for moving from design to operations
Understand and
develop empathy for
users
Explore the process of
generating potential solutions
for your users’ problems
Evaluate and decide
whether to move forward
with an idea or generate
alternate solutions
Prototype ideas
as concrete
experiences

26. 26
Ecosystem Partners
Startups,
Incubators & VC
Competition
Industry &
Government
Research
Partners Business
Academic

27. 27
The typical innovation journey
Smart innovation boils down to these steps…
Understand Ideate Create Deliver and Build
Strategic options
Map business goals against any gaps in
the business offerings to identify where
the focus of innovation should be.
Know what successful ideas look like.
Capturing & Prioritize ideas
Capture ideas that challenge business goals
and ambitions. Identify which ideas to purse
and develop into deep innovations.
Bring in deep innovative thinkers to
drive ideas from solutions to real
innovations that have the ability to
change the market.
Develop innovations
Build prototypes fast and using
existing APIs and technologies
that are built for scale.
Build Prototypes
Test
Prototype ideas, test and critically review
them to create a system to guide
innovating. Identify relevant KPIs and
metrics for success.
Pilot
Borrow practices from the
start up world and pilot the
ideas that meet your needs.

28. 2828
What is happening
in markets
Capabilities for
success…
…and some useful
approaches
Let me tell you a
story…

29. 29
Mobile as part of integrated
platform design
26

30. 30
Banking Reinvented
27
InsightInsightInsightInsight
Provide project leadership and governance through a flexible
development approach. Ensure the customer is at the heart of the
solution through the lifecycle. Actively manage different resources
to unite under One Team working towards a common goal.
IdeaIdeaIdeaIdea
Leverage IBM’s Accelerated Visioning to map out as-is and to-be
customer journeys. Ensure continued customer input and a
flexible approach to design and development
ImpactImpactImpactImpact
15.000 man-days worth of business critical change over 18
months. The award-winning app was downloaded over 50.000
times after 2 weeks on Appstore and has contributed towards
Nationwide being named “Best Online Banking Provider” and
“Best Overall Online Provider” in the Your Money Direct Awards
2013

31. 31
Helping to make saving simple
Best User Experience Finalists
28

32. 32

33. 33
First UK bank to have a
smartwatch enabled
mobile banking app
Fitting banking to member’s lifestyles
29

34. 3434
Wimbledon
Extend your ecosystem to create richer and more compelling customer experiences
The Official Wimbledon iPhone and
Android apps provide
comprehensive mobile coverage of
The Championships through live
scores and results, news, live blog,
photos, live video and radio, video
highlights and much more.
Re-designed for 2014, these visually
engaging apps have Wimbledon
imagery at their heart, coupled with
a clean and simple user experience
that makes the most of each
platform.
The new apps are rich in content;
the personalization functionality
provides the user with easy access
to what they are most interested in,
giving them a truly unique individual
Wimbledon experience.
Using MessageSight communication
messaging solution to push updates
to apps in a few seconds vs 30 secs
for score updates in 2014

35. 3535
IBM Interactive Experience
How IBM is willing to shake the market

36. 3636
IBM Interactive Experience
Introduction video

37. 3737
Thank you!
Please do ask any questions