creating a next generation customer experience...
TRANSCRIPT
CHARLENE LI Get slides & more at charleneli.com/snic2020
Charlene LiNew York Times bestselling author
Senior Fellow at Altimeter, a Prophet company
CREATING A NEXT
GENERATION CUSTOMER
EXPERIENCE STRATEGY
Photo by Tobias Keller on Unsplash
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DIGITAL CHANGES EVERYTHING
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BUT IT’S NOT ABOUT THE TECHNOLOGY
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4
IT’S ABOUT RELATIONSHIPS
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LeadershipStrategy Culture
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STRATEGY Focus on Future Customers
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ARE YOU WORKING ON CUSTOMER EXPERIENCE?
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If you’re not focused on the customer experience, you are working on thewrong thing.
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TRADITIONAL
CUSTOMER
EXPERIENCE
NEXT GENERATION
CUSTOMER
EXPERIENCE
Personas & segments
Linear
Optimization focus
Functional
Episodically designed
Static
Survey & heuristic based
Personalized & intimate
Unpredictable
Strategic focus
Emotional
Continuously designed
Dynamic, real-time
Data-based
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STARBUCKS TOOK TWO YEARS
TO SCALE MOBILE ORDERING
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New Menu Development at
Highline Public Schools (TX)
“Don’t make assumptions about any particular culture. This is why it has been important for this to be student-led and student-tested. It’s been more of a partnershipand we’ve learned a great deal from them.”
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SKATE TO WHERE
THE PUCK WILL BE
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ADOBE COMMITTED TO
DISRUPTING ITSELF
MALA SHARMA
VP & GM OF
ADOBE CREATIVE CLOUD
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ADOBE KNEW REVENUES AND INCOME WOULD FALL FOR 24 MONTHS DURING THE TRANSFORMATION
-
0.50
1.00
1.50
2.00
Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1' 13 Q2 '13 Q3 '13
Inde
x
REVENUES
STOCK PRICE
NET INCOME
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FIVE WAYS TO FOCUS ON
FUTURE CUSTOMERS
Place customers in your dashboards
Spark curiosity about customers with
empathy maps
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EXAMPLE EMPATHY MAP
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FIVE WAYS TO FOCUS ON
FUTURE CUSTOMERS
Place customers in your dashboards
Spark curiosity about customers with
empathy maps
Create a Customer Advisory Board
(CAB)
Define your future customer with
research, not hearsay
Connect your customer-obsessed people
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19
IT’S ABOUT RELATIONSHIPS
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LEADERSHIP Creating a Movement
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TURNING THE
BATTLESHIP
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MOVEMENTS DRIVE
EXPONENTIAL CHANGE
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“It’s only a movement if it moves without you.”- Jeremy Heimans & Henry Timms, New Power
IN 2012, #4 PLAYER AND STUCK
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CEO JOHN LEGERE HAD
TO TRANSFORM TOO
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USE MANIFESTOS TO SET
GUIDING PRINCIPLES
We’re not like other wireless companies.
Why would we be? They’re in the phone
company business. We’re in the changing
the phone company business.
We are unapologetically the un-carrier.
Un-willing to play the rules they so fiercely
protect. Un-satisfied with the status quo.
Unafraid to innovate.
We are T-Mobile. The Un-carrier.
And we will be un-relenting.
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WHAT IS YOUR DISRUPTION QUOTIENT?
STATUS QUO
9 1087654321
DISRUPTIVEDISRUPTIVE
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CULTURE Thriving with Flux
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Stuck Culture Thinking
Says, “This is the way we’ve
always done it.”
Knowledge is power, so hoard
information to make everyone
come to you
People are confident that what
works today will in the future
Tests are used to be proven right
Flux Culture Thinking
Says, “There’s got to be a
better way.”
Sharing is power; spread
information to empower people
to act
People are paranoid that what
works today won’t in the future
Tests are used to be proven
wrong – and improve
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BELIEFS
BEHAVIORS
REINFORCE FOCUS ON
FUTURE CUSTOMERS
CULTURE
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WHAT BELIEFS
HOLDS US BACK?
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WHAT NEW BELIEFS
MUST WE ADOPT?
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ING BANK’S
ORANGE CODE
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DEFINE GOOD
PROCESSES
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OXO’S GLOVE WALL
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STORIES INSPIRE
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Your Comfort
Zone
Where the magic happens
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STAY IN TOUCH!
Charlene Li
@charleneli