Winning CX –working with brand and digital

November 3rd 2016Jboye Conference

Welcometo the open world

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Don Tascott, CEO/Professor/Member of World Economic Forum

”Companies arebecoming naked.And if you’re gonnabe naked, you betterbe buff!

Letter Online payment

Change profile Call phoneservice

Calls friend Tweets in frustration

Customer service

Mobile gateway

PhoneWebsite Phone Social media

CRM team

Digital team

Mobile cloud

Finance WebsiteDigital team

Social mediagroup

Customer touchpoints

Support-teamBackstageimpacts

experience

We are moving the line and making business transparent

How our business works affects the experience

CollaborationTransparencySharingEmpowerment

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Hvem er jeg?

• Master in Communication & IT

• C-level advisor to some of Denmarks largest brands

• +200 client projects (CMS, CRM, CX, Portals, etc.)

• Certified scrummaster

• Father of two

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+200 digital projects

The real world

The difference

Automation Personality

Com

mun

icat

ion

Datadriven interaction

Relation Transaction

Agenda• The open world• How brands are build• Digital and CX are part of the brand

architecture• How digital can drive change

Who are you?

Lets talk a little bit about brands

It is not just about putting your products on display

Business models are changing. This disruptsthe brand category and expectations

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Technology is drivning business change

Core brand

Appear

• CVI direction and channels- web- marketing &

campaign materials

- packaging- interior and

environment

Be

• Brand positioning• Brand role

direction• Activation and

customer experience examples

Communicate

• Core story draft• Tagline direction• Tone-of-voice

examples

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Let’s revisitthe happycustomer

Show me that your brand

is not just a story, but a conversation

I can take part in.

STRATEGICDEMAND

Be where I am, build an ecosystem of great content around me, and use data elegantly.

TACTICALDEMAND

MARTIN

Requiresimmediacy

Ignores ads,seeks authenticity

Followsrituals

Is alwaysconnected

Is opinionated& shares it

Buys purpose

Experience =Reality minus expectations

(Is brand still king?)

95% of companies say thatthey are customerfocused

80%of companies say thatthey deliver excellent customer experience

8% of their customers say thatthey experience excellent customer experience

80%

Customers are expecting more thanbrands are delivering

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What is preventingyour business from archieving Customer Experienceexcellence?

Let’s look at some technological forces

The digital advisor

Omnichannelis getting the

attention

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The customer journey

The simple

MAIL WEBSITE CONFIRMATION

MAIL WEBSITE CONFIRMATION

… the real world

Let us look at the road ahead

Branding and marketing will have to understand technology and data

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If you were to spearhead bringingbrand and customerexperience togetherin your organization;

Who would you inviteto the table, and whatwould be the firststep?

Digital as a driver for change

The goodold days(remember, these guyswent to the moon and back)

Interdisciplinaryorganization

The realwold

Coordinationat full speed

New C-level

Digital Chief Experience Officer

Prototype 1Appear/Be/Communicate™

Prototype the actual experience

Prototype 2Appear/Be/Communicate™

Prototype 3Appear/Be/Communicate™

PHASE 3: Brand prototypes

Brand PrototypesCopenhagen Airports

FlowsON YOUR WAY

ServiceTHE ATTENTIVE HOST

ValuesDANISH SIGNATURE321

Brand PrototypesStora Enso

Straight forwardJOIN THE CHALLENGE

SustainabilityJOIN A RETHINKING COMPANY

OpportunitiesYOU ARE THE OPPORTUNITY321

Brand PrototypesColoplast

Skills and approachWE HAVE A SECRET

Personality/productTHE BEST IS NEVER MADE ALONE

Pure personalityIT’S A FINE BALANCE321

Test it in the real world

Brand and CX are connected approaches

• Strategize (for a short while)

• Set a interdisciplinary team (get IT and Marketing in the room)

• Include data, touchpoints and platforms in your strategy

• Build fast and prototype your brand experience• Learn and iterate

• Communicate. Then communicate some more.

Key learnings