Download pdf - ECEW 2013 Cris Beswick & Derek Bishop - The human touch

The human touch: how

innovation leads to exceptional

customer experience

Cris Beswick & Derek Bishop

ECEW 2013: Cris Beswick & Derek Bishop


Source: UK Customer Satisfaction Index – executive summary January 2013


Satisfaction’s what you need…

ASOS

John Lewis

1st Direct

Waitrose

Amazon

?


Where’s the human touch…


Make it personal…




What’s the next wave…

PRODUCT

Industrial

SERVICES

Information

EXPERIENCES

Innovation


21st Century competitive advantage is no longer

about ‘What’ you do, it’s about ‘HOW’ you do it!




Make it human…


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.


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.


“ “

Ian Ruddy – Head of HR Shared Services for O2





Option…

Option…

Option…

What’s best for the customer…


We think the future looks something like this…

INSIGHT COLLABORATION AGILITY + +

NEXT GENERATION CUSTOMER EXPERIENCE =


The leadership challenge…

MANAGE

THE

FUTURE

MANAGE

THE

PRESENT


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)


Aligned behaviours…

CUSTOMER

EXPERIENCE INNOVATION

CULTURE


Understanding…


Opportunities…


Personalisation…


LOVE

DESIRE ENVY

Our

People

Our

Customers Our

Competitors

Differentiation

Innovation

Performance

Emotional drivers...

Thank You


Cris Beswick

[email protected]

www.crisbeswick.com

Derek Bishop

[email protected]

www.cultureconsultancy.com