PRECEDENT @ ART GALLERY OF WA11 NOVEMBER // 2014

HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.

CX SURVIVAL OF THE FITTEST

@precedentapac #precsem

GEORGE EVANS, COMMERCIAL DIRECTOR (ASIA-PAC)DANIELLE MACDONALD, LEAD UX CONSULTANT

WHY DO WE EXIST?

@precedentapac #precsem

WHY DO WE EXIST?

WHY DO WE EXIST?

HIERARCHY OF HUMAN NEEDS:

HIERARCHY OF HUMAN NEEDS:

TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING

WHY DO YOU EXIST?

MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.

EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.

TIME GOES ON.NEEDS EVOLVE.

OUR CUSTOMERS ARE DISLOYAL.

”

T H E P E R C E P T I O N

OUR CUSTOMERS ARE DISSATISFIED.

”

T H E T R U T H

✱ They can’t buy easily.

So they don’t refer you.

✱ They can’t find their way around.

So they write bad reviews.

✱ They feel out of their depth.

So they don’t share photos.

✱ They think the quality is poor.

So they don’t respond to new offers.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t buy easily.

✱ So they don’t refer you.

✱ They can’t find their way around.

So they write bad reviews.

✱ They feel out of their depth.

So they don’t share photos.

✱ They think the quality is poor.

So they don’t respond to new offers.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t buy easily.

✱ So they don’t refer you.

✱ They can’t find their way around.

✱ So they write bad reviews.

✱ They feel out of their depth.

So they don’t share photos.

✱ They think the quality is poor.

So they don’t respond to new offers.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t buy easily.

✱ So they don’t refer you.

✱ They can’t find their way around.

✱ So they write bad reviews.

✱ They feel out of their depth.

✱ So they don’t share online.

✱ They think the quality is poor.

So they don’t respond to new offers.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t buy easily.

✱ So they don’t refer you.

✱ They can’t find their way around.

✱ So they write bad reviews.

✱ They feel out of their depth.

✱ So they don’t share online.

✱ They think the quality is poor.

✱ So they don’t respond to new offers.

✱ They don’t feel valued or listened to.

So they never come back.

T H E T R U T H

✱ They can’t buy easily.

✱ So they don’t refer you.

✱ They can’t find their way around.

✱ So they write bad reviews.

✱ They feel out of their depth.

✱ So they don’t share online.

✱ They think the quality is poor.

✱ So they don’t respond to new offers.

✱ They don’t feel valued or listened to.

✱ So they never come back.

T H E T R U T H

OUR CUSTOMERS ARE DISSATISFIED.

OUR BUSINESS IS AT RISK.

T H E T R U T H

HOW DO YOU ADAPT TO YOUR CUSTOMERS’ NEEDS?

CULTUREANALYSISRATIONALEMOTIONAL

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU VALUE YOUR AUDIENCES.

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU GATHER FEEDBACK AND REACT.

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOUR CORE OFFER STACKS UP TO THE REST.

CULTUREANALYSISRATIONALEMOTIONAL

HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

HOW FIT ARE YOU TO SURVIVE CHANGE?

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

RATING YOUR CX FITNESS LEVEL:

CONTENDER CHAMPIONEXPOSEDENDANGERED

RATING YOUR CX FITNESS LEVEL:

ENDANGERED EXPOSED CONTENDER CHAMPION

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDEREXPOSED CHAMPION

RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED

HOW TO CARE

WITH DIGITAL

IF YOU’RE ENDANGERED, START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E

IF YOU’RE ENDANGERED, START WITH:

CULTUREHOW YOU VALUE YOUR AUDIENCES.

C A R E

“ To provide our customers with the most convenient access to media entertainment.”

W H Y D O Y O U E X I S T ?

“ To link individuals with art and history.”

W H Y D O Y O U E X I S T ?

“ To let people belong anywhere.”

W H Y D O Y O U E X I S T ?

“ To be the voice of British doctors.”

W H Y D O Y O U E X I S T ?

IF YOU’RE ENDANGERED, START WITH:

CULTURE

C A R E

✱ Include CX in your strategic plan.

✱ Use metrics to inform management decisions.

✱ Tie staff appraisals to CX targets.

✱ Invest in ways to solve CX issues.

IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

IF YOU’RE EXPOSED, START WITH:

ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E

AU$ 28 BILLION

7% SALES INCREASEWITH YOUNG ADULTS

IF YOU’RE EXPOSED, START WITH:

ANALYSIS

C A R E

✱ Engage users to understand changing needs.

✱ Collate touch point data into a Single Customer View.

✱ Compare past behaviour to current, for trends.

✱ Check marketing matches actual experiences

and monitor its effectiveness.

IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E

IF YOU’RE A CONTENDER, TACKLE THE:

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E

IF YOU’RE A CONTENDER, TACKLE THE:

RATIONAL

C A R E

✱ Products and services deliver to current core needs.

✱ End to end processes are efficient.

✱ Prices are fair and quality is high.

✱ It’s easy to transact at every possible touchpoint.

IF YOU’RE A CHAMPION, HARNESS THE:

EMOTIONALHOW YOUR ELEVATE AND DELIGHT YOUR AUDIENCES.

C A R E

IF YOU’RE A CHAMPION, HARNESS THE:

EMOTIONALHOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.

C A R E

“ To be the most magical place on earth.”

W H Y D O Y O U E X I S T ?

IF YOU’RE A CHAMPION,HARNESS THE:

EMOTIONAL

C A R E

✱ Interactions elevate the customer socially.

✱ Customers personally identify with the brand

and go out of their way to recommend.

✱ Success in life is increased by continued interactions.

✱ Customers feel listened to, appreciated and valued.

BUT WHAT DOES IT ALL MEAN?

CULTUREANALYSISRATIONALEMOTIONAL

I’VE LEARNT THAT PEOPLE WILL FORGET WHAT YOU SAID,

PEOPLE WILL FORGET WHAT YOU DID,

BUT PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL.

- MAYA ANGELOU ”

WHY DO YOU EXIST?

THANK YOU.