AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience

1. Making sense of today’s business landscape 15 July 2015 Customer experience

2. About us We are a global consultancy specialising in customer experience. We operate in the place where brand, physical and digital converge. This unique place did not even exist five years ago, and it is the place businesses and agencies find most difficult to manage. Most critically for business, it is the place where your customers live. Great brand and products resonate with customers. That’s why we approach our projects from the customer’s perspective. We believe this is how business can meet needs more effectively, create meaningful experiences that create real loyalty, and deliver bottom-line growth. BRAND PHYSICAL DIGITAL 2Customer experience

3. 3 The pace of change Technology is evolving faster than anyone could ever have anticipated. And it’s getting faster. The “Unicorn Club” are businesses started after 2003 now valued > US$1billion. There were 39 in 2013, 80 in 2014. The Kaufman Index of Entrepreneurial Activity reports over 20 million startups in US. NEXTDC Ltd won Deloitte’s Australian Technology Fast 50 index. It grew at 3262%. Customer experience

4. 4 Chapter title The pace of your customers Individuals are adopting new technologies faster than the companies they do business with. This is your challenge. 4Customer experience

5. 5 Where do you sit? TechInnovative Business Laggard Business Agile Consumer The new evolutionary scale Customer experience

6. Why does it matter? Because customers want to engage with brands in new ways. Your success depends on enabling new ways to engage. 6Customer experience

7. 7 It’s Brand 3.0 Customer experience Brand 1.0 Corporate identity 1965 - 1995 Why: The value of corporations What: Trademark, guidelines How: Consistent look Brand 3.0 Purpose-led branding 2015 - Why: Social brands What: Brands with relevance How: Create desire to align Brand 2.0 Branding 1995 - 2015 Why: Greater campaign breadth What: Brand palette, tone of voice How: On-brand message

8. 8 Look at the MBI From the Meaningful Brand Index (MBi) ‘Only 20% of brands worldwide make a significant, positive effect on people’s well-being, or a meaningful difference in people’s lives. Expectations in the West are largely unmet, fueling growing lack of trust and indifference towards brands. People aren’t looking for Utopian lives. Just better ones. Our research reveals that people just want lives that are incrementally better, in meaningful terms. They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand. The huge gap between people’s expectations and what brands actually deliver is fueling a dramatic growth of consumer cynicism and distrust towards brands - especially in advanced economies, and increasingly in developing countries. The top brands outperform the market by 120%. Being a Meaningful Brand is not only good for your market and the community at large, it’s also good for your bottom line. In addition to outperforming their competitors in traditional brand measures, the top 20% of brands also dramatically outperform financial leaders across a spectrum of industries. In fact, in our report those brands ranked as Meaningful enjoy financial results that exceed those of top hedge funds. These are financial advantages that are durable, sustainable and disruptive.’ Meaningful Brands® is the first global analytical framework measures the benefits brands bring to our lives. It looks at 700 brands, over 134,000 consumers, 23 countries. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life. © Havas Media. Customer experience

9. Food with integrity Energize the world Save the environment Real beauty Delivering happiness Affordable eye care Brands that have meaning 9 We don’t just mean brands with Corporate Social Responsibility strategies or a charitable cause. We mean brands whose philosophy informs, and is evident, in everything they do. In this age of the customer, that is what people want. That is clear in their bottom-line successes. Customer experience

10. 10 It’s a customer-led revolution Customers are the masters of their me-cosystems. Successful businesses fit with their worlds rather than expecting them to fit to yours. me Customer experience

11. 11 Business innovation Disruptive innovation is the sign of our times. Social media Startup Sharing economyDemocratised production Customer experience

12. 12 Beyond design thinking Failcon is a lean learning methodology. It’s also a sign there was a miss in design thinking or feasability. “Design thinking is awesome, but it’s not enough,” Mark Payne says. “It’s 100% effective at 50% of what is needed to actually get an innovation to market.” Customer experience

13. 13 The holy grail Success needs disruption, design thinking and feasibilty. Customer experience

14. 14 Customer experience We believe customer experience is a new way to look at solutions that work. We believe it’s where the battle for business supremacy will be fought and won. Good for the business Online In-storeSocial Connected customer experience Mobile Good for the custom e r Customer experience

15. 15 Our solution nt Customer Generated Content Business Generated Content Inform Experience Communications Segments Brand Physical people Needs Motivator Flows Comprehensive Usable Branded Useful Transactions Reactions Actions Inform Experience Customer Goals Stakholders Drivers learnings Projections Innovations Trends operations Competitors Commerciality Digital Behaviours Customer Insights CX Experience Strategy Business Potential Physical & Digital Brand StoryBoardingCo-creationWorkshops Custom erJ ourneyM apping CustomerResearch CustomerInterviews Iden tity/Branding StakeholderInterviewsDiscoveryWorkshop RetailS afaris Participatory Design Ideation Creative Direction Desi gned outcome ExperienceOutcomePrototypeTesting Stakeholde rM apping PersonaMappingCustomerFlow Marketing BusinessResearch RequirementsGathering ServiceRoleplay Contextual Interviews Design Discovery Feasibility M atrix Develop Protot ype Refine Test ExperienceInformsDesign Document Buil d Roll-out nt Reactions Ac tions Transacti ons Communica tions Branded Usable Useful Comprehensive Bra nd, Physical & Di gital Bu sinessPotential C ustomer Insight s CXE xperienceStrate gy Brand Physical Digital People Drivers/Stakeholders Learnings Innovations Projections Segments Needs Motivator Behaviours Flows Competitors Operations Commerciality Trends BusinessGener ated Content Custom e rGeneratedContentCustomerGoals I nform Experience Inform Ex perience Customer experience

16. 16 So what should you be doing? Put your customers at the heart of your business in a completely new defintion of customer-centricity and insight-led design thinking. Make them prosumers. Who they are What they want Live and breathe their world Map their journey Invite them to co-create Test Customer experience

17. 17 Customer experience Complexity Strategic thinking Strategic delivery Simplicity Action Customer experience

18. 19 And it works Customer experience 02TAR Customer Journey Section one P1 - Discovery P2 - Getting there +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT I love ‘‘HELLO KITTY’’ General Context: I need something fun to do with my family during the holiday period. Goals & Attitude: I loved Hello Kitty growing up, this is something I think my whole family will enjoy. Notes: Quotes have been sourced from Trip Advisor and social media posts Decision makeover: Mother Persona Group A Emotional experience Channel 2 x ADULTS 2 x CHILDREN (3-16) Google search Look at transport options on It’s Playtime website Ask hotel information desk for fun activities to do Taxi Speak with staff at information desk in hotel Visit trip advisor Look on Google maps for best route Visit the Little Red Cube website Bus Ferry Visit it’s playtime! Malaysia website Look at ferry website Visit Puteri Harbor website Find directions on Little Red Cube website Is sent a mail out Arrive at ferry Search Social media Sees printed info pack in information kiosk Identify directional signageVisit Tourism sites Singapore Visit the Little Red Cube site Is recommended by a friend of family member Enter car park / driveway Identify building / logo / signage Find entrance DIGITAL PHYSICAL I am not quite sure what to search for There is not enough convincing information I am not familiar with this area, it’s not clear what the easiest way for a family to get here. Great OK I get it Confused Difficult / Non existent 03TAR Customer Journey Section one +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND WHERE TO PAY FOR ACTIVITY PARKS - VISITS SHOPS - FAMILIARISE YOURSELF WITH BUILDING, AMENITIES AND ATTRACTION LOCATIONS P3 - Entering common area of the little red cube Emotional experience Opportunity Channel Pay at ticket counter Ticket station – self directed Photo station Identify empty shops Digital signage Little Red Cube entry point / common area Escalators Patrons greeted by staff Receive attraction information material and maps Identifies information signage DC Comics WC Toys ‘R Us Hello Kitty Town shop & Little Big Club Shop Little Red cube retail DIGITAL PHYSICAL $ I’m confused about where to go This is not exciting and it’s too hot I feel this has been poorly delivered and too expensive Unappealing Ok but my kids can’t reach anything Great OK I get it Confused Difficult / Non existent 04TAR Customer Journey Section one P4 - Activity Hello Kitty Town P5 - Attraction Little Big Club +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 ENTER ATTRACTION ZONE ENTER ATTRACTION ZONE Emotional experience Go up escalators to the entrance of the Little Big Club Harold Helitours Greeted by caricature staff at entry point Jewelry craft station Identify rides Looks for bathroom and change room Takes social media pictures at journey stages Takes social media pictures at journey stages Engage with interactive attraction zone Engage with interactive attraction zone Listens to music / theme songs along journey path Island of Sodor Identify printed super graphics and character placement Hello Kitty playground Thomas Town & train ride Colins Crane drop Party Rooms Hello Kitty House Hello Kitty show & stage Heartful Forest Party room Wishful studios Black Wonder Popcorn stand Flower beds Listens to music walking around attraction WALK THROUGH, ENGAGE AND PARTICIPATE IN HELLO KITTY TOWN ATTRACTIONS WALK THROUGH, ENGAGE AND PARTICIPATE IN LITTLE BIG RED CLUB ATTRACTIONS Identify watch moving image on screens (this is non interactive) Channel DIGITAL PHYSICAL Great OK I get it Confused Difficult / Non existent I’m not feeling guided I love carictures and I love my friends. Best selfi combination ever I wish this ride was longer 05TAR Customer Journey Section one P7 - Getting out of Little Red Cube P8 - Seek recommendations for places for dinner +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT P6 - Food & Beverage SHARE YOUR EXPERIENCE WITH FRIENDS Emotional experience Channel Go to Lat’s PlaceOther Food & Beverage Share on social media Share review on public forum McBunn Café Tweet Blog about experience Post review on Yelp#Selfie via Instagram Order foodOrder foodOrder food Post on experience on Facebook Post review on Trip Advisor Sit down in café and eat Sit down in café and eat Sit down in café and eat DIGITAL PHYSICAL FIGURE OUT HOW TO GET BACK TO YOUR HOTEL / TEMPORARY RESIDENCE SEEK RECOMMENDATIONS FOR PLACES FOR DINNER GIVE FEEDBACK TO STAKEHOLDER GROUPS INVOLVED IN YOUR EXPERIENCE Walk to ferry terminal Contact hotel to pick you up Tell your friends about your experience, show them photos and print material. Wait for bus at bus stop Wait for ferry at terminal, check digital signage to see what else is going on in the area Receive email from activity park to review your experience Ask Little Red Cube staff for advice on good places for dinner Book to stay the night at Traders Hotel - Themed rooms for HKT and TT Receive follow up email on special offers and rewards for return visits Book an Uber on smart device Book a taxi to pick you up Check bus timetable online Identify watch moving image on screens (this is non interactive) at ferry Exit car park and drive out of area Fill out customer experience survey Catch shuttle to ferry terminal $$$ FIND A PLACE TO HAVE LUNCH OR A SNACK TO EAT Information and signage is unclear trying to get out of the area I love to share everything This is confusing and poor quality Great OK I get it Confused Difficult / Non existent

19. TAR Customer Journey Section one +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND WHERE TO PAY FOR ACTIVITY PA P3 - Entering common area of the Emotional experience Opportunity Channel Ticket station – self directed Photo station DIGITAL PHYSICAL Great OK I get it 02TAR Customer Journey Section one P1 - Discovery P2 - Getting there +5 +4 +3 +2 +1 0 -1 -2 -3 -4 -5 FIND OUT HOW TO GET THERE. SEEK MORE INFORMATION PLAN YOUR TRIP. FIND OUT BEST MODE OF TRANSPORT I love ‘‘HELLO KITTY’’ General Context: I need something fun to do with my family during the holiday period. Goals & Attitude: I loved Hello Kitty growing up, this is something I think my whole family will enjoy. Notes: Quotes have been sourced from Trip Advisor and social media posts Decision makeover: Mother Persona Group A Emotional experience Channel 2 x ADULTS 2 x CHILDREN (3-16) Google search Look at transport options on It’s Playtime website Ask hotel information desk for fun activities to do Taxi Speak with staff at information desk in hotel Visit trip advisor Look on Google maps for best route Visit the Little Red Cube website Bus Ferry Visit it’s playtime! Malaysia website Look at ferry website Visit Puteri Harbor website Find directions on Little Red Cube website Is sent a mail out Arrive at ferry Search Social media Sees printed info pack in information kiosk Identify directional signageVisit Tourism sites Singapore Visit the Little Red Cube site Is recommended by a friend of family member Enter car park / driveway Identify building / logo / signage Find entrance DIGITAL PHYSICAL I am not quite sure what to search for There is not enough convincing information I am not familiar with this area, it’s not clear what the easiest way for a family to get here. Great OK I get it Confused Difficult / Non existent 20 And it works Customer experience

20. 21 Customer experience benefits Customer experience

21. 22 Your checklist Customer experience • Customer awareness. Know your customers. • Self awareness. Know what you are great at. • Market awareness. Know what you could be doing. • Beta approach. Don’t try to be all things to all people. • Co-create. Bring your customers into the design process. • Testing. Learning never stops - hardwire evolution into your processes. How can retailers be profitable, relevant and use design thinking efficiently?

22. The following document outlines who we are, what we believe makes us unique, a small sample of the projects we are currently working on as well as our previous experience. We have also mapped out our recommended process, estimated timing and fee structures. We look forward to meeting you in a couple of weeks, if you do have any questions prior to our presentation, please do not hesitate to contact me on 0431 000 024 or robbie@mashup.com.au Chapter title Page title Thank you for the opportunity to introduce MashUp to you. We are a team of retail and customer experience experts who approach the seemless multi-channel convergence of physical and digital touchpoints with strategic design thinking. We would like to partner with Tabcorp to help engineer the Future Retail project to create a unique and category changing retail format that is modular and scalable for application to the tiered range of TAB environments nationally. Robbie Robertson Director MashUp 23Client. Presentation title. 00 Month 2015. Thank you Nicola Mansfield | Director | www.mashup.com.au M +61 401 739 031 | E nicola@mashup.com.au

AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience

AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience

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AIMIA The Connected Consumer Conference | MashUp CX on Customer Experience