the human touch
DESCRIPTION
TRANSCRIPT
The human touch: how
innovation leads to exceptional
customer experience
Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop
Source: UK Customer Satisfaction Index – executive summary January 2013
ECEW 2013: Cris Beswick & Derek Bishop
Satisfaction’s what you need…
ASOS
John Lewis
1st Direct
Waitrose
Amazon
?
ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…
ECEW 2013: Cris Beswick & Derek Bishop
Make it personal…
ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…
ECEW 2013: Cris Beswick & Derek Bishop
What’s the next wave…
PRODUCT
Industrial
SERVICES
Information
EXPERIENCES
Innovation
ECEW 2013: Cris Beswick & Derek Bishop
21st Century competitive advantage is no longer
about ‘What’ you do, it’s about ‘HOW’ you do it!
ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…
ECEW 2013: Cris Beswick & Derek Bishop
Make it human…
ECEW 2013: Cris Beswick & Derek Bishop
EMPLOYEE
EXPERIENCE
CUSTOMER COMPANY
The balance of power…
81% Of companies in the UK recognise that
‘understanding the viewpoint of the
customer’ will lead to improved performance.
ECEW 2013: Cris Beswick & Derek Bishop
Source: ROI on Customer Service Survey 2011
Where to focus…
We understand that in order to turn our
customers into fans of O2, we also need
to turn our people into fans.
ECEW 2013: Cris Beswick & Derek Bishop
“ “
Ian Ruddy – Head of HR Shared Services for O2
ECEW 2013: Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop
Option…
Option…
Option…
What’s best for the customer…
ECEW 2013: Cris Beswick & Derek Bishop
We think the future looks something like this…
INSIGHT COLLABORATION AGILITY + +
NEXT GENERATION CUSTOMER EXPERIENCE =
ECEW 2013: Cris Beswick & Derek Bishop
The leadership challenge…
MANAGE
THE
FUTURE
MANAGE
THE
PRESENT
ECEW 2013: Cris Beswick & Derek Bishop
The dual operating system…
MANAGE
THE
PRESENT
(Maintain consistency and
continuously improve)
MANAGE
THE
FUTURE
(Encourage flexibility,
experimentation, change
and respond with agility to
radical shifts)
ECEW 2013: Cris Beswick & Derek Bishop
Aligned behaviours…
CUSTOMER
EXPERIENCE INNOVATION
CULTURE
ECEW 2013: Cris Beswick & Derek Bishop
Understanding…
ECEW 2013: Cris Beswick & Derek Bishop
Opportunities…
ECEW 2013: Cris Beswick & Derek Bishop
Personalisation…
ECEW 2013: Cris Beswick & Derek Bishop
LOVE
DESIRE ENVY
Our
People
Our
Customers Our
Competitors
Differentiation
Innovation
Performance
Emotional drivers...
Thank You
ECEW 2013: Cris Beswick & Derek Bishop
Cris Beswick
www.crisbeswick.com
Derek Bishop
www.cultureconsultancy.com