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Customer experience:
The new marketing
mitchell_mackey@hotmail.com
+61 040279023
Mitchell Mackey
Marketing Director
Ansell Limited
www.mitchellmackey.com.au
@mitchellmackey
mitchell_mackey@hotmail.com
Mitchell Mackey
Through my lens
2
My personal views
Not Ansell’s
Mitchell Mackey
14,000 people
$2bn in revenue
Global scope
A century old Australian company
Mitchell Mackey
More than condoms
Mitchell Mackey
Big in Medical & Industrial safety
Mitchell Mackey
All business is Human-2-Human
Mitchell Mackey
The boundaries are blurring
Mackey
1960s
Mainframe
Computing
1970s
Mini
Computing
1980s
Client
Server
Computing
1990s
Cloud
Computing
2000s
Mobile
Computing
2010s
Social
Revolution & the
Internet of
Everything
x 10x 100x 1,000x 10,000x 100,000x
Technology is disrupting
Mitchell Mackey
9
Internet-native Business Technology
(B.T.) is rapidly changing the game
9
… not
contributing to
change &
growth,”
“8 out of 10 dollars spent
in IT is dead money …
Mitchell Mackey
10
Digital disruption is about more than
just a technological shift. It is about
transforming business models and
how we engage
Mitchell Mackey
11
Biz-tech literacy is not optional
Enterprise
Cloud Computing
1960s
Mainframe
1980s
Client/Server
Today
Mackey
The customer
Marketing is now the primary actor
Mitchell Mackey
The transaction system is no longer
the primary, central system
Mitchell Mackey
The engagement system is pivotal: CRM
Mitchell Mackey
The experience must differentiate
Mitchell Mackey
16
Welcome to the new business era in
which your brand is defined by those who
experience it
Mitchell Mackey
17
BX: Brand experience
CX: Customer experience
UX: User experience
Mitchell Mackey
“No matter how much money you
spend on advertising, you can’t
convince customers that you provide
better experiences than you do,”
_ Customer Experience advocate
Bruce Temkin
18
You can’t fake it
Mitchell Mackey
19
89% of marketers expect to compete primarily on
the basis of customer experience _ Gartner
By 2017, 50% of product investment will be
redirected to experience innovations _ Gartner
By 2020, customer experience will overtake price
& product as the key differentiator _ Walker Info
Experience is the main game
Mitchell Mackey
20
What trajectory are you on?
3. Experience: outward-in
2. Service: brand focused
1. Product: inward-out
Mitchell Mackey
21
Who are our customers?
2)
Their
goals
3) Are we he helping
them accomplish
those goals?
1) Our
customers
Mitchell Mackey
Visit
brand
website
Read
blogs
Ask
peers
Trade
Show/
Retail
Google
competitors
Trial
product
Download
white
paper
Call
Support
Open
email
Attend
webinar
Talk to
distributor
I want
to buy…
How do I
decide?
Visit
competitor
website
Meet
Sales
Ask
boss
Engagement is complex, not linear
Mitchell Mackey
23
Mitchell Mackey
Are we able to deliver a consistent, personalized
experience to all of our customers across all platforms
and channels
Are we anticipating our customers’ present and future
needs, and do we have this historical data analyzed?
Are our colleagues in other departments even working
from the same single version of the customer truth?
Can we adapt quickly enough?
Mitchell Mackey
25
Islands are everybody’s dream
Mitchell Mackey
26
Operating from different planets?
Sales & Marketing
Finance
HR
IT
Operations
The C suite & the Board
Mitchell Mackey
27
When promises are not delivered …
Mitchell Mackey
28
TV Print
&
radio
Shows
&
events
Email Web Social RetailCall
centre
Supply
chain
Sales Product
Making promisesMaking promises
Keeping promises
… brand values are exposed
Mitchell Mackey
29
Great creative ideas remain vital
Powerful brands will
continue to be fuelled by
compelling ideas
However, they must be
authentic
And reinforced by
consistent user
experience patterns
Mitchell Mackey
30
But is our corporate culture?
Mackey
Mitchell Mackey
32
Excel hell
Mitchell Mackey
33
Mitchell Mackey
34
Get the
change
formula
right
Mitchell Mackey
Leading Theory of Constraints
management consultant
Keep it simple
Mitchell Mackey
The three core questions
Mitchell Mackey
Take out the constraints
A constraint is any thing, object, person,
process or structure in an organization that
prevents the flow of value to the customer
Mitchell Mackey
Enable flow
Mitchell Mackey
What they do online
What our customers’
transaction history tells us
What we know from Sales
via CRM
Interactions captured
online & via phone
ERP
Sales automation
Customer Service
Website management
Distributor &
end users
Communities
Customer defined experiences
Mitchell Mackey
40
Zero Moments of Truth
Obsess about winning the Zero Moments
Every “moment” counts
Mackey
What
about your
company?
Your customers,
employees,
and partners are
connected
Bridge the digital divide
Mitchell Mackey
42
The digital mindset’s impact on IT
Mitchell Mackey
Relevance
Clarity
Anxiety
DistractionUrgency
Fight the F.U.D. (Fear, Uncertainty & Doubt)
Mitchell Mackey
44
Fix the plane while it is
flying
If a project takes a
month, you'll hit the
target before it moves
If it takes a year … ?
Get stuff done fast or not at all
Mitchell Mackey
Was it easy?
Mitchell Mackey
How much effort?
Mitchell Mackey
“It’s amazing how little discipline
companies have in their approach
to customer experience while at the
same time acknowledging it as both
critical and broken,”
_ Customer Experience advocate
Bruce Temkin
47
Rhetoric without action
Mitchell Mackey
48
The vast majority of websites suck
In 12 years only 45 of the 1500 websites
Forrester Research has subjected to their
website review methodology have recorded
passing scores.
That’s only 3%!
Mitchell Mackey
49
Mitchell Mackey
50
Mitchell Mackey
51
Mitchell Mackey
52
Marketing and IT must merge
Mitchell Mackey
53
Mitchell Mackey
54
We ain’t seen nothing yet
Mobility
Wearables
Big & small data
Open APIs
The sharing economy
The Internet of Things
Machine learning
Artificial intelligence
Mitchell Mackey
55
Mitchell Mackey
56
The essential truth
“The only sustainable competitive
advantage is knowledge of and
engagement with customers
_ Forrester Research’s Josh Bernoff.
Mitchell Mackey
More likely to consider your brand
More likely to recommend
Willing to pay more!
_ Jack Morton 2013 Customer Experience
research, including 1000 Chinese customers
Engaged customers are:
Mitchell Mackey
58
Don’t let fear hold you back
Mitchell Mackey
59
We are all experience makers & managers
Define a vision & mobilize: “make it easy”
Embrace digital transformation
Strive for systematic, sustainable change
Jointly own, with Sales, the revenue target
Cultivate a dynamic, agile culture
Mitchell Mackey
60
The need for speed is real
Always be testing
Build, measure & learn
The fast will beat the slow
Mitchell Mackey
61
Mitchell Mackey
62
Mitchell Mackey
63
Thanks
Visit my blog at: www.mitchellmackey.com.au

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Mitchell Mackey's customer experience is the new marketing - 2015