Precedent - CX: Survival of the fittest seminar

PRECEDENT @ THE IMPACT HUB22 OCTOBER // 2014

HOW DIGITAL CAN WIN BACK COMPETITIVE ADVANTAGE.

CX SURVIVAL OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT, GLOBAL HEAD OF DIGITAL

WHY DO WE EXIST?


WHY DO WE EXIST?

WHY DO WE EXIST?

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.

”@lindzeiy @precedentcomms #precsem




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


✱ So they don’t refer you.









T H E T R U T H




✱ So they write bad reviews.







T H E T R U T H






✱ So they don’t share online.





T H E T R U T H








✱ So they don’t respond to new offers.



T H E T R U T H








✱ So they don’t respond to new offers.


✱ 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



HOW YOU VALUE YOUR AUDIENCES.



HOW YOU GATHER FEEDBACK AND REACT.



HOW YOUR CORE OFFER STACKS UP TO THE REST.



HOW YOU ELEVATE AND DELIGHT YOUR AUDIENCES.


HOW FIT ARE YOU TO SURVIVE CHANGE?


RATING YOUR CX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED





HOW TO


CAREWITH DIGITAL

IF YOU’RE ENDANGERED, START WITH:

CULTUREHOW YOU VALUE AYOUR AUDIENCES.

C A R E



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.”



“ To let people belong anywhere.”



“ To be the voice of British doctors.”




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



ANALYSISHOW YOU GATHER FEEDBACK AND REACT.

C A R E


£15 BILLION

7% SALES INCREASEWITH YOUNG ADULTS


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



RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.

C A R E



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.”







“ To win the fight againstheart disease.”



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?








TIME GOES ON.NEEDS EVOLVE.



TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING


WHY DO YOU EXIST?


CX FITNESSTEST TIME


HOW TO


CARE PART 2.

WITH DIGITAL

“ To make what matters better, together.”



“…sales fell by 3.6pc in the 12 weeks to October 12 - the fastest rate in the grocery industry - reducing its market share from 30.1pc a year ago to 28.8pc, according to Kantar Worldpanel.

Meanwhile, research by specialist advisory firm Lazarus finds that it has the lowest overall customer satisfaction metrics in the grocery industry and its brand is “tarnished”.”

F R O M T H E T E L E G R A P H


“Every little helps.”



✱ You can’t buy easily.

So they don’t refer you.

✱ You can’t find your way around.


✱ You feel overwhelmed.


✱ You think the quality is poor.


✱ You don’t feel valued or listened to.


T H E T R U T H


✱ So you buy locally.


So you shop online at Ocado.


So you don’t engage.


So you don’t respond to new offers.


So you never go back.

T H E T R U T H




✱ So you shop online at Ocado.


So you don’t engage.





T H E T R U T H






✱ So you don’t engage.





T H E T R U T H








✱ So you don’t respond to new offers.



T H E T R U T H








✱ So you don’t respond to new offers.


✱ So you never go back.

T H E T R U T H

HELPING USE DIGITAL TOWIN BACK COMPETITIVE ADVANTAGE.



HOW TESCO CANCARE WITH DIGITAL:

CULTURE // VALUE AUDIENCES

ANALYSIS // GATHER FEEDBACK & REACT

RATIONAL // IMPROVE THE CORE OFFER

EMOTIONAL // ELEVATE & DELIGHT USERS


HOW TO


CAREWITH DIGITAL

WHY DO YOU EXIST?


MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.

”@lindzeiy @precedentcomms #precsem

THANK YOU.


Documents

Precedent - CX: Survival of the fittest seminar