delivering great customer experience through digital | digital conference | 27 october 2016

CX SURVIVAL OF THE FITTESTHOW DIGITAL CAN WIN BACK THE COMPETITIVE ADVANTAGE.

@precedentcomms | #precsem

USER EXPERIENCE

CUSTOMEREXPERIENCE

Why are we here?

MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

DIGITAL STRATEGY

DIGITAL TRANSFORMATION

CUSTOMER EXPERIENCE

WEBSITES, TABLET & MOBILE

26 YEARS

100 EXPERTS IN DESIGN, TECH, STRATEGY & UX

6 LOCATIONS

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.NEEDS CHANGE.

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.

What do we need?

Physiological

Safety

Love / belonging

Esteem

Self-actualisation

TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING

MEETS NEEDS“I accomplished my goal”

EASY“I didn’t have to try hard”

ENJOYABLE“I feel good about that”

People have rational and emotional needs

Let’s get phygital

WHILE YOU WERE OUT…

People no longer separate physical and digital

Hmm, I need a savings account

As a new parent, I want to save money, so that I can have enough put aside for when my son goes to university.

It is impossible to engage someone if you don’t know what’s motivating them.

Advocacy

Word of mouth is the most disruptive force in marketing, and the primary factor behind 20 to 50 percent of all purchasing decisions.

You don’t need customers…

You don’t need customers, you need advocates.

1. Needs change

2. Rational and emotional

3. Convergence

4. Motivation

5. Advocacy

5 KEY POINTS

People will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Maya Angelou

OUR SUPPORTERSARE DISLOYAL.

”

T H E P E R C E P T I O N

T H E T R U T H

OUR SUPPORTERSARE DISSATISFIED.

”

✱ They can’t get involved easily.

✱ They can’t find their way around.

✱ They feel out of their depth.

✱ They think the quality is poor.

✱ They don’t feel valued or listened to.

So they give up.

So they become frustrated.

So they don’t share content with their peers.

So they don’t respond to new campaigns.

So they never come back.

HOW DO YOU ADAPT TO YOUR

CUSTOMERS’ NEEDS?

To adapt and provide truly great customer experiences, you must look internally as well as externally.

To be in control of the Customer Experience, you need to be in control of both the organisational and experientiallevels.

CULTUREANALYSIS

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU MEET BASIC NEEDS

RATIONAL

• A not-for-profit organisation connecting blind and sighted people all over

the world via live video connection

• Allows sighted people to participate in casual ‘micro-volunteering’

• Designed to leverage the accessibility features available on Apple’s

iPhone, including the use of the VoiceOver feature

RATIONAL

1. Design with the user in mind

2. Prototype, test, refine, repeat

3. Be consistent

4. Innovate

EXCEEDING EXPECTATIONS ANDDELIGHTING CUSTOMERS

EMOTIONAL

46% OF PEOPLE STOPPED

USING SUNBEDS

EMOTIONAL

1. Identify your personality

2. Personalise the experience

3. Delight

4. Encourage advocacy

HOW FIT ARE YOU TO SURVIVE CHANGE?

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

10 STEP GUIDE TO BETTER CX

LISTEN TO YOUR CUSTOMERS1

VISUALISE THE CUSTOMER EXPERIENCE2

MEASURE AND ANALYSE THE CUSTOMER EXPERIENCE3

SET GOALS4

5 BUILD A TEAM

EVANGELISE6

IDENTIFY THE PROBLEM AREAS7

FIX ONE PROBLEM AT A TIME8

CONTINUAL IMPROVEMENT9

10

DON’T STOP LISTENING TO YOUR CUSTOMERS

@lindzeiy @precedentcomms #precsem

PRECEDENT.COM/CX

precedent.com/cx

Thank you

Any questions?

MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

27 October 2016

London

#charitydigital

Digital

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