Download - 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
conference