digital transformation webinar v1
TRANSCRIPT
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Beyond Philosophy, LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
ColinShawFounder&CEO,BeyondPhilosophy
5stepsforan
effective,customer
centric,digital
transformation.
@ColinShaw_CX
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
IntroducingColinShaw…
PioneerofCustomerExperience Written5bookonCX,6thcomingoutinSeptember Recognized by LinkedIn as one as one of the world's top 150BusinessInLluencers-232,000followers
VotedbyBrandQuarterlyasoneofthe‘worldstop50Marketingthoughtleadersover50’.
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
BeyondPhilosophy&howwework…
WEAREPRACTICALTHOUGHTLEADERS
WEACTASYOURGUIDEANDPARTNER
WEREDUCERISKANDINCREASEPERFORMANCE
OUREXPERIENCEINCUSTOMEREXPERIENCEISVAST
WEFOCUSONWHATWILLDRIVEVALUE($)FORYOU
SEASONEDCUSTOMEREXPERIENCETOOLS&METHODS
We take a scientiLic approach; we don’t just look at therationalexperiencebutalsowhatdriveshumanbehavior
- emotions, subconscious, behavioral economics and
psychology, and then mix this with a practical
implementation. Thought leadership with real worldresults.Henceourname‘BeyondPhilosophy’
We’llhelpyoudevelop thestrategy,guide the initiatives,and even train your CX team on our tools &
methodologies.Wedonotwishtoembedourselvesorbe
‘campedout’inyourorganization.
Wehaveavarietyofproventoolsandtechniquestoapplyto your unique situation. We build a program around
what will get you the best results. Through our vast
experienceweknowwhatworksandwhatdoesn’t.
Weare the Lirst operationalCX consultancy and trainingcompany in the world. Since 2002, we have had the
pleasuretoservemanyofthetoporganizationsacrossthe
globe.
Wedonotbelievein‘exceedingCustomerexpectations’atevery point of contact.We do believe in identifying and
focusing on those aspects of your experience that will
drivethemostvalueforyou.Tohelpachievethiswehave
the world’s largest database of what drives Customeremotions.
Withourvastexperienceweknowwhatworksandwhatdoesn’t. We have evolved our tool set in practical
implementationandtheseareproventowork.Wecanuse
theseonourengagementorwecantrainyourpeopleon
howtodothisoramixofboth.
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
IndependentreportbyForrester
MaerskLineincreasedtheirNetPromoterscoreby40pointsin30months,whichincreasedShipping
volumesby10%
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“WehaveIncreasedourNetpromoterscoreby34pointsin30monthsusingBeyond
Philosophy’smethodologies.Wehavegrownrevenuesby10%yearonyear,ina‘shrinking
printerusagemarket”
GlennLavertyPresident&CEORicohCanada
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com 5
• Businessareonthepathtodigitaltransformationbuthaveawaytogo.
• 68%oforganizationsplantoimprovetheonlineexperiencethisyear,however….
• only28%arecompletelyreadytoexecutetheirdigitalstrategies.
h&ps://www.accenture.com/us-en/insight-digital-transforma<on-age-customer
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Whatwesee...
1. DigitalTransformationisbeingdonetosavecosts,notimprovetheCX
2. Mostcorporatesdon’thavetheskillstoproduceaslickapp.
3. Lackofspeed…
4. BeingdrivenbyIT
5. Notbeingembracedacrosssilos6. Makethesamemistakesinthedigitalworldastheydidinthe
physicalworld.
7. Replacingexistingprocesswithdigitalprocess.Notstarting
again.Youshouldstartagainwithnewthinking.
8. Notthinkingoutsidethesquare.WhenwewouldwithInsurancecompanywereducetheirstepsofthejourneyfrom24steps
downto4stepsbythinkingoutsidethesquare.
9. NotlookingatCustomerbehavioralaspects
10. Everyonedoinganapp
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
PoorDigitalCXexamples…
• Sainsbury'sonline
• CarAppstotakepictureofaccident
• Carinsuranceindustryestimates,youwillLileaclaim
foracollisionaboutonce
every17.9years.
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Opportunitiesabound…
1. TocreateagreatCXbystartingagain2. Usedigitaltransformationasatrojan
horsetogetpeoplethinkingCX
3. Tomaketheexperienceeasy4. Toreducecosts5. Tocutthroughsilos6. Toprovideanintegratedexperience
(Omni-channel)
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Customercentricapproachtodigitaltransformation
• N2n
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com 10
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
‘SevenImperatives’ormovingyourCXtothenextlevel
1. RecognizethatCustomersdecideemotionallyandjustifyrationally
2. Embracetheall-encompassingnatureofCustomers’irrationality
3. UnderstandthatCustomers’mindscanbeincon]lictwiththemselves
4. CommityourselftounderstandingandpredictingCustomerhabits&behaviors
5. UncoverthehiddencausesandunintendedconsequencesofwhyCustomerswantthingstobeeasy
6. AcceptthatapparentlyirrelevantaspectsofyourCustomerExperiencearesometimesthemostimportantaspects
7. RealizetheonlywaytobuildCustomerloyaltyisthroughCustomermemories
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LaunchedSeptember2016
@ColinShaw_CX
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Firstoccasions
Subsequentoccasions
Ratbrainwaveac6vity
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Howhabitsareformed…
1.Cue
2.Rou<ne
3.Reward
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Whatarethe5keystepssteps…
Step1• Taketheopportunitytolookacrossthe
experience.
Step2• Understandwhatdrivesanddestroysvalue–
undertakeCustomerresearch
Step3• DeLinethestrategyyouaretryingtofollow…
Step4• Reinvent,don’tjustreplace
Step5• EmbraceCustomerirrationality,test,testand
test
Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
DigitalTransformationCXHealthcheck
• HowCustomercentricisyourprogram?• Thinkingoutsidethesquare• Revealbestpracticefromotherindustries.• DeLinewhatyouneedtodotomakeyourdigitaltransformationmoreCustomercentric
• 2or3daysreview–inexpensive…
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Beyond Philosophy LLC © All rights reserved. 2001-2016 www.BeyondPhilosophy.com
Nextevents….
• “DesigningandexceptionalEmployeeexperiencefromtheinsideout”.• July20th2016
“GlobalbooklaunchTheIntuitiveCustomer”
• September15th2016
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