Frukostseminarium den 12 december 2014 med Lee Sankey
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Are you serious about your customer experience? A breakfast seminar with Lee Sankey, Design Director at Barclays. The Breakfast Seminar will focus on these two topics: 1) Organisational Culture: is there a difference between stated ambitions and the actual company culture? - ”we want to innovate” but the organisation doesn’t want to change or isn’t open to new ways of working. 2) Ways of working: many organisations are not designed to deal with customer experience and customer value. Why is that and how can you change it?
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Frukostseminarium den 12 december 2014 med Lee Sankey
- 1. Customer Experience, your missing strategic ingredient? Stockholm -12/12/14 Lee Sankey Innovation, Experience and Design Director @leesankey
- 2. Customer Experience more relevant than ever Why? Customer Experience, your missing strategic ingredient?
- 3. 1 Disruption and Change Customer Experience, your missing strategic ingredient?
- 6. 1 Disruption and Change Business model, service model and technological innovation essentially culminate in new experiences as well as new utility Customer Experience, your missing strategic ingredient?
- 7. But there’s a problem… Organisations are not traditionally not designed to be agile, to change or to innovate. There are typically cultural and technological barriers. Customer Experience, your missing strategic ingredient?
- 8. 2 ? Customer Experience, your missing strategic ingredient?
- 9. “Through the object that I was sat in front of, I had a very clear sense of the people who made it. I had a clear sense of their values, preoccupations, the things they cared about, the reasons they made it.” “ …via the object, I had a really clear sense of this company. This was the beginning of a realisation that what we make completely testifies to who we are”. Jonathan Ive, Design Museum, London 2014 Customer Experience, your missing strategic ingredient?
- 10. What definition does that remind you of? Brand Lee Sankey | Customer Experience, your missing strategic ingredient?
- 11. 2 Experience is your brand Lee Sankey | Customer Experience, your missing strategic ingredient?
- 12. 2 Your brand is your experience Which - best customer service of any brand in the UK. Lee Sankey | Customer Experience, your missing strategic ingredient?
- 13. 2 Your brand is your experience
- 14. But there’s a problem… Brand Police Being a ‘brand guardian’ is patrolling the kingdom of fonts, marques and photography, not experience. The prevailing corporate marketing view of brand is outdated Lee Sankey | Customer Experience, your missing strategic ingredient?
- 15. But there’s a problem… Experience design is not typically part of the boardroom conversation. You have COO, CFO, CMO but where’s the C - Experience/Design/Innovation? Lee Sankey | Customer Experience, your missing strategic ingredient?
- 16. Rise of Chief Digital Officer = More Channel Thinking = Sirens! Lee Sankey | Customer Experience, your missing strategic ingredient?
- 17. 3 Distributed interactions and value Lee Sankey | Customer Experience, your missing strategic ingredient?
- 18. 3 Distributed interactions and value No longer just a branch and a cheque book
- 19. 3 Distributed interactions and value Connected music, distributed access
- 20. Nike, more than just shoes 3 Distributed interactions and value
- 21. But there’s a problem… 3 Distributed Interactions and Value Organisations are not traditionally not designed for delivering holistic, coherent experiences. They are silo’d, they think in channels. Lee Sankey | Customer Experience, your missing strategic ingredient?
- 22. A new era for design Design is a vehicle for driving innovation, creating better experiences and delivering better outcomes We see… Lee Sankey | Customer Experience, your missing strategic ingredient?
- 23. Bottomline impact. Design Council Research/DMI Research Forrester Research on Customer Experience Lee Sankey | Customer Experience, your missing strategic ingredient?
- 24. Design becoming a part of the boardroom
- 25. Design based approaches changing institutions
- 26. 6 Themes for making Customer Experience part of your strategy
- 27. 1 TOM, meet TEM
- 28. Lee Sankey | Customer Experience, your missing strategic ingredient?
- 29. 2 Are people comfortable with the status quo? Culture Are you customer centric? E.g testing with customers? Are incentive approaches counter productive? Is there a disconnect between the stated intention and actual culture? What is your culture type, patriarchal, tribal, hierarchy
- 30. Are you collaborating, internally? product/brand/ 3 design/operations/tech? Ways of Working Are you too inward facing? Strategic partnerships From “PLAN and IMPLEMENT” to “DO and ADJUST” Do your working practises encourage innovation, Build, test and learn delightful customer experiences? Small Bets -Move forward without knowing all the facts
- 31. 4 Data does not deliver empathic leaps. Fitch & Asian Paints Data + Empathy + Beliefs Knowing “faster horses” Awareness of the right strategic inputs and conviction.
- 32. 5 Our Worst Ideas
- 33. 6 Design is like Finance
- 34. Design as Service/function Design orientated Or “Design is part of the strategic conversation “Make me one of these
- 35. Design Literacy Design Mastery Can you become a design driven company without ‘distributing’ design engagement?
- 36. Simply put, are you making customer experience and therefore design part of your strategy? … Lee Sankey | Customer Experience, your missing strategic ingredient?