Keynote speech at Customer Forum 2015 on the role of brands, people and technology in driving customer experience.

1. Customer experience as
the cornerstone of success
26 November 2015
Richard Curtis
rcurtis@futurebrand.com
@radarblur

2. Raise your hand
if you have had
a good customer
experience lately?
Keep your hand
raised if it was
with a computer?
Customer Experience | 26 November 2015 | © FutureBrand 2

3. Raise your hand
if you have had
a good customer
experience lately?
Keep your hand
raised if it was
with a computer?
Customer Experience | 26 November 2015 | © FutureBrand 3

4. Changing social context
Customer Experience | 26 November 2015 | © FutureBrand 4
To
I don’t want to
talk to a person
From
I don’t want to
talk to a machine

5. Changing social context
Customer Experience | 26 November 2015 | © FutureBrand 5
…unless the
person looks
like a machine

6. Changing experiential context
Customer Experience | 26 November 2015 | © FutureBrand 6
Vs.

7. Changing experiential context
Customer Experience | 26 November 2015 | © FutureBrand 7
&

8. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 8

9. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 9
1.
Net interest
margin
2.
Payment
systems
3.
Fees

10. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 10
1.
Net interest
margin
2.
Payment
systems
3.
Fees
Data-fueled
identification
of creditworthy
customers
Lending Club
P2P
New
customer-
centric
entrants
Apple Pay
Technology-
driven
automation
of services
TransferWise
Robinhood

11. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 11
1.
Net interest
margin
2.
Payment
systems
3.
Fees
Data-fueled
identification
of creditworthy
customers
Lending Club
P2P
New
customer-
centric
entrants
Apple Pay
Technology-
driven
automation
of services
TransferWise
Robinhood

12. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 12
1.
Net interest
margin
2.
Payment
systems
3.
Fees
Data-fueled
identification
of creditworthy
customers
Lending Club
P2P
New
customer-
centric
entrants
Apple Pay
Technology-
driven
automation
of services
TransferWise,
Robinhood
Reduced
costs
Improved
service

13. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 13
Death by a thousand cuts…
a thousand start-ups, solely focused on each
one of your customers’ pain points, unbundling
the banking world, gatecrashing your business
model and eating into your margins.
Reduced
costs
Improved
service

14. What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 14
Death by a thousand cuts…
a thousand start-ups, solely focused on each
one of your customers’ pain points, unbundling
the banking world, gatecrashing your business
model and eating into your margins.
U.R.L.

15. Established
brands
What’s the real impact of technology?
Customer Experience | 26 November 2015 | © FutureBrand 15
Death by a thousand cuts…
a thousand start-ups, solely focused on each
one of your customers’ pain points, unbundling
the banking world, gatecrashing your business
model and eating into your margins.
U.R.L.
Large
customer
bases

16. The Big Machine
Customer Experience | 26 November 2015 | © FutureBrand 16

17. What makes future brands
Customer Experience | 26 November 2015 | © FutureBrand 17
Makes people’s lives betterCreates engaging experiences
at every touch point
Builds a strong
emotional connection
Purpose
Experience
Has a compelling
vision for the future
Delivers sustainable
business value
Redefines the category

18. 1. The purchase funnel
Customer Experience | 26 November 2015 | © FutureBrand 18

19. 1. The purchase funnel
Customer Experience | 26 November 2015 | © FutureBrand 19

20. 1. The purchase funnel
Customer Experience | 26 November 2015 | © FutureBrand 20
Source: McKinsey Quarterly,
The consumer decision journey

21. Uniformity…the good old days
Customer Experience | 26 November 2015 | © FutureBrand 21

22. Customer Experience | 26 November 2015 | © FutureBrand 22

23. Customer Experience | 26 November 2015 | © FutureBrand 23
Vs.Repetition Chaos

24. Customer Experience | 26 November 2015 | © FutureBrand 24
Familiarity

25. Customer Experience | 26 November 2015 | © FutureBrand 25

26. 2. The logo
Customer Experience | 26 November 2015 | © FutureBrand 26

27. Customer Experience | 26 November 2015 | © FutureBrand 27

28. Brand as interface | Interface as brand
Customer Experience | 26 November 2015 | © FutureBrand 28

29. Customer Experience | 26 November 2015 | © FutureBrand 29
notTools Rules

30. Branding tools
Customer Experience | 26 November 2015 | © FutureBrand 30
Don't give people more logos.
Give them tools to use the
brand in more meaningful ways.

31. 3. The experience
Customer Experience | 26 November 2015 | © FutureBrand 31

32. First things first
A brand is what
a brand does.
Customer Experience | 26 November 2015 | © FutureBrand 32

33. Brand idea
Brand value
Brand belief
Brand pillar
Brand premise
Brand promise
Brand positioning
Brand proposition
Customer Experience | 26 November 2015 | © FutureBrand 33

34. Branding needs to do more.
Customer Experience | 26 November 2015 | © FutureBrand 34

35. Customer Experience | 26 November 2015 | © FutureBrand 35
Quality
Identity
Utility

36. How useful is your brand?
Customer Experience | 26 November 2015 | © FutureBrand 36

37. How useful is your brand?
Customer Experience | 26 November 2015 | © FutureBrand 37

38. How to future-proof your brand of customer experience
Customer Experience | 26 November 2015 | © FutureBrand 38
1.
Identify the network
of interactions that
lead to purchase
and loyalty.
BTW it’s
not linear.
2.
Build the brand
as the customer
interface.
…not simply on the
customer interface.
3.
Make your brand
a useful tool in
your customers’
experience.
What is the role
of your brand?

39. “A customer is someone who has
not yet found a better alternative.”
– Nirmalya Kumar, Marketing As Strategy
Customer Experience | 26 November 2015 | © FutureBrand 39

40. See you in
the future.
Richard Curtis
FutureBrand
rcurtis@futurebrand.com
@radarblur
Customer Experience | 26 November 2015 | © FutureBrand