Who do you need to become, faster than they become you? Financial services brands need to put the customer first. Doing so will require digital leadership, culture change and learning from the disruptors who threaten them. The trends report mentioned can be downloaded here: http://brilliantnoise.com/cxfinancial/

1. Antony Mayfield
@amayfield
@brilliantnoise
brilliantnoise.com
Engaging
customers
through digital
experiences

2. 2
http://bit.ly/1B4OBEj
Efficiency is the new premium.

3. The digital
imperative for CX is
not about channels.
It is a strategic
challenge.
3

4. “Virtually every firm in every industry
is being shaken up by the digital
revolution. No chief executive can
ignore the onslaught of mobile
computing, big data, artificial
intelligence and the like. These new
technologies offer the promise of huge
efficiency gains, but also the threat of
being walloped by some upstart from
Silicon Valley.”
4

5. Two types of company:
1. Incumbents.
2. Disruptors.
5

6. Agility:
Move fast
and break
things.

7. 7
“The goal is to
become HBO
faster than HBO
can become us.”
Ted Sarandos, Chief Content
Officer, Netflix

8. Who do you need
to become…
faster than they
can become you?
8

9. So many barriers:
- Inertia and entropy.
- Culture and bureaucracy.
- Regulation as a barrier/constraint.
- Customer expectation.
- Irresponsible innovation.
- Pilot. Scale.
9

10. So many barriers:
- Inertia and entropy.
- Culture and bureaucracy.
- Regulation as a barrier/constraint.
- Customer expectation.
- Irresponsible innovation.
- Pilot. Scale.
10

11. Digital leadership.
Digital mindset.
11

12. “It is the individual,
operating at the
peak of his or her
powers, who will
revive our
organizations, by
reinventing both
self and them.”
Warren Bennis, Leadership
studies pioneer and professor at
USC

13. Digital mindset
13
Personal
development
Agility &
innovation
Digital
customers
Filtering
trends

14. 14Model first published Harvard Business Review - McKinsey & Co
Customer decision journey - what
do they need?

15. 15

16. Financial Services
Trends Report
2015
Plotting a trends radar
16
brilliantnoise.com/cxfinancial/

17. Your panel
Paolo Barbesino First Vice President, Head of Internet &
Mobile Banking, UniCredit
Paul Wishman Group E-Commer ce Director, LV=
Donald Carson Creative Director Digital User Experience,
HSBC
Moderator:
Antony Mayfield Founding Partner & CEO, Brilliant Noise
@amayfield @brilliantnoise #cxfs
brilliantnoise.com/CXexchange
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