Empired Convergence 2017 - Transforming you customer experience
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This document discusses transforming customer experience through digital transformation. It notes that while 84% of companies see digital transformation as important, only 3% have fully implemented it. The document then covers researching customer experience, what customer experience entails, developing a customer experience strategy in a digital world. It proposes a four step process: discover through research, ideate new experiences, create prototypes, deliver and evolve experiences. Finally, it notes that exceptional customer experiences can increase company revenues and brand loyalty while poor experiences can be costly.
Empired Convergence 2017 - Transforming you customer experience
- 1. UNLEASH YOUR DIGITAL ENTERPRISE Transforming your Customer Experience
- 2. • Research Time – Good or Bad CX? • What’s the Problem? • Digital Transformation – is it all hype? • So what is Customer Experience? Agenda We want to keep things nice and simple so we’ll cover…. • CX Strategies in a Digital world • Summary • Questions
- 3. RESEARCH TIME – GOOD OR BAD CX?
- 6. 84% of companies globally agree, and believe digital transformation is important or critically important to their survival in next five years 3% have implemented an enterprise-wide digital transformation Source: SAP Digital Transformation Executive Study https://www.sap.com/dmc/exp/4-ways-leaders-set-themselves-apart/index.html
- 7. Many organisations believe transforming to the digital sphere can be highly challenging and can take many years to achieve
- 8. Digital Transformation can be quite a confusing and intimidating mountain to climb.
- 9. DIGITAL TRANSFORMATION - IS IT ALL HYPE?
- 10. Let’s Recap on the 4 pillars of Digital Transformation Engage your customers Transform your products Transform your operations Empower your employees
- 12. Impact of Customer Experience Led Transformation 20% Uplift In Customer Conversion 10% reduction in cost to serve 20% Reduction In Customer Churn 20% Growth in Customer Satisfaction 20% Decrease In Complaints 10% Boost In Revenues From CLV
- 13. Another story…
- 14. SO WHAT IS CUSTOMER EXPERIENCE?
- 15. CX is the customer’s perception of interactions with your brand
- 16. "70% of buying experiences are based on how the customer feels they are being treated.” McKinsey
- 17. Another story…
- 18. "It takes 12 positive customer experiences to make up for one negative experience.” Parature
- 19. We need to think about the holistic and connected experience Your Customer Pay For Products / Services Customer Experience User Experience Your Product / Service Use Products / Services Deliver ValueYour Company Deliver Products / Services Customer Experience User Experience Employee Experience Your Partners/Suppliers Buy Products / Services Deliver Products / Services Partner Experience The Public Public Experience May Become
- 20. What makes up a brilliant and memorable customer experience? Valued Relevant Convenient Empathetic Attentiveness Recognition Personalisation Consideration Appreciation DelightfulMeaningful Useful
- 21. It’s not just about what it looks and feels like.
- 22. It’s not just about what it looks and feels like.
- 23. How we can make it valuable to the people that experience your product or service
- 24. We need to humanise technology
- 25. CX TRANSFORMATION IN A DIGITAL WORLD
- 26. Developing a successful customer experience strategy is only achievable when organisations realise the interconnectedness of people, processes and technology.
- 27. Create Define and create a proof of concept through a rapid iterative design and prototyping process. How we transform digital customer experiences Ideate Run ideas factory sessions to generate and define innovation. Assess feasibility of each idea, identify organisational impacts, gaps and changes required.. Discover Research and investigate drivers for change. Run regular recurring sessions with cross-functional representatives from all parts of the business. Evolve Leverage data insights and other trends to elevate and evolve the digital customer experience. Deliver Iteratively deliver an MVP; measure, learn and refine the experience. Implement and scale the solution.
- 28. STEP 1 – DISCOVER
- 29. • Understand the context of the problem • Who are the people involved in this service? • Map the current experience • Service positioning Discover
- 30. What tools can we use? Analyse & Understand Live Customer Testing Customer Behaviour Customer Feedback User Research Personas Customer Journey Mapping CX Maturity Assessment
- 31. Conduct workshops with stakeholders & customers
- 34. STEP 2 – IDEATE
- 35. • Explore pain relievers • Journey map the future experience • Prioritize and assess the feasibility Ideate
- 37. IdeateDigital Marketing Measurement Model https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
- 38. STEP 3 – CREATE
- 39. • Draft & prototype the new experience • Co-design / Design Studios • Sketches • Wireframes • UI flows • Visual Design • Low / High Fidelity Prototype • Rapid user testing Create
- 41. Ideate
- 42. Ideate
- 43. STEP 4 – DELIVER
- 47. STEP 4 – EVOLVE
- 48. Experience Evolution Framework EVOLVE MEASURE UNDERSTAND IDEATE YOUR DIGITAL ECOSYSTEM BENCHMARKING GROWTH
- 49. SUMMARY
- 50. Focus on going above and beyond good customer experience Functional experiences Solve problems and deliver efficiency Emotional experiences Build trust, loyalty and advocacy Few companies rise above core functionality to deliver exceptional experiences. Convenient Pleasurable Meaningful Functional Reliable Usable
- 51. Build an intimate relationship with your audience through meaningful and memorable interactions Weak relationship Occasional visitor Transactional interaction Explorer Regular visitor Consume site content Consumer Subscriber, actively engaged and part of the online community Engaged Member Strong relationship Brand loyalist, engaged member that goes above and beyond to promote your service Advocate
- 52. Vision Skills Incentives Resources Action Plan Skills Incentives Resources Action Plan Vision Skills Incentives Resources Action Plan Vision Skills Incentives Resources Action Plan Vision Skills Incentives Resources Action Plan Vision Skills Incentives Resources Action Plan Change Confusion Anxiety Resistance Frustration False Starts Digital Transformation can be challenging Pitfalls can usually occur when you don’t have all the pieces to manage the change and transform your business model, processes and people
- 53. Depending on their industry, a 1% increase in CX scores can mean $10M to $100M+ annually for an individual brand Expectations vs Experience - Accenture
- 54. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- 55. “How do your customers feel when they experience your organisation?” Kevin Miller