Customer experience is a major differentiator today, however, offering outstanding experiences is complex. This presentation presents a systematic and effective approach to designing and implementing change in any organisation.

1. Create an
Outstanding
Customer Experience
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2. Customer experience is
“How customers perceive their interactions
with your company.”
(Forrester)
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3. “The secret sauce of Amazon – the number one
thing that’s made us successful, by far –
is obsessive compulsive focus
on the customer
as opposed to obsession over the competitor.”
(Jeff Bezos)

4. More than two-thirds of companies
compete primarily
on the basis of customer experience
– up from 36% in 2010
(Gartner 2018)
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Expectations are increasing among
customers are – influenced by the
greatest businesses

6. Reduced profitability
often results from
failing to meet customer expectations
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7. The customer experience needs to be
enhanced over a time horizon.
The organisation will implement
incrementally, learn, and pivot
The ability to refer back to a defined CX will be advantageous
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8. Business Benefits

9. Customer Benefits Organisation Benefits Employee Benefits Industry Benefits
The organisation will have a greater
understanding of what is important for
customers
Clarity on what the customer
experience could look like and the
capabilities required to deliver it
Employee views will be heard and gain
greater insight into what is important
for customers
A cross-section of industry views will
be heard
The customer experience will be
designed and tested with customers
Greater clarity on activities that add
the most value to customers
Co-design the customer experience More opportunities to engage with
end-customers and the organisation
Engage in a customer experience that
reflects what is important to them and
suits their individual preferences
Ability to act on quick wins Enjoy greater satisfaction from work
knowing that they are contributing to
an outstanding customer experience
Increased business
Improve the outcomes which
customers receive and deliver more
value-for-money
Customers will be more engaged and
promote the brand. Increase in new
customers and repeat business
Greater sense of pride working for
the organisation
Have a more rewarding experience Invest in initiatives that will have the
greatest impact for the customer
experience and the organisation
Market differentiation and competitive
advantage – unique customer
experience and customers that actively
promote the brand
Greater financial performance due to
higher revenue and increased
efficiency
Staff and industry will become more
engaged
LEGEND
Short-term
Medium- or long-term
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10. Consequences of taking no action
• Loss of customers
• Reduction in profitability
• Loss of the best employees
• Competitors increase the gap between your organisation and theirs
• Initiatives are not aligned with the customer experience
• The cost of improving the customer experience and the business in
general increases the longer no action is taken
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11. Customer experience is the front stage of your organisation
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12. Customer experience is the front stage of your organisation
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13. Customer experience is the front stage of your organisation
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14. It is underpinned by business capabilities
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The customer experience will be
emergent as the capabilities
mature and align

15. Value Proposition for Customer Experience
Design an outstanding
customer experience
that will differentiate
your organisation.
Implement the
customer experience
incrementally.
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16. Craft your customer experience
• Define and articulate what an outstanding customer experience (CX)
– and how needs and expectations would be satisfied consistently.
• A defined customer experience would also be essential for
determining the points of difference for the organisation; defense of
existing market share; and identification of business capabilities
required, external partners, and dependencies.
• The enhanced CX will be implemented over a time horizon.
Determine the order in which capabilities must be implemented
and plan accordingly.
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17. The Blueprint will incorporate six facets
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18. Customer Experience Design
•Consultation
•Co-design
•Blueprint development & socialisation
Business Capability Planning
•Planning
•Prioritising
Incremental Implementations
•Implementations
•Ongoing realignment
•Continuous improvement
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21. Approach for design
• A key input into the strategic planning process is the customer’s
perspective.
• The project has been organised to ensure timely and complete input.
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Initiation and Vision Setting
Stakeholder Consultation
Customer Experience Blueprint Development
Blueprint Testing and Finalisation
Roadmap Development
Socialisation and Transition
Key inputs for strategic planning
Key inputs for strategy execution

22. Implement incrementally
• Determine the capabilities and interdependencies to progressively
implement
• Execute the roadmap
• Iteratively implement the customer experience
• Learn from experience and adjust for optimal results
• Measure tangible benefits
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23. Our industry experience with CX
Care
Organisations
• Residential Care
• Community
Services
• Retirement Living
• Disability Services
• Family Services
• Youth Services
Education
Organisations
• Traditional
Learning
• Online Learning
• Blended Learning
Membership
Organisations
• Aged Care
• Community
Services
• Construction
industry
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24. Experience generally across other industries
Care
Higher
Education
Secondary
Education
Banking
Financial
Services
Professional
Services
Natural
Resources &
Utilities
Government
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25. Taking the next step
• CX engagements can range from a 2 week duration to a full design and
implementation process
• Speak to us about the best approach and scope considering priorities and
budget. We will be able to come up with an approach that will work well
for you and deliver the desired results
• Emergent would love to create an outstanding customer experience
with you
• Contact us for a complementary meeting:
• Phone: 08 8257 9104 or 0414 467 134
• Email: anthony@emergent-consulting.com.au
• Web: www.emergent-consulting.com.au
• We look forward to working with you
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