The document discusses how companies can provide exceptional customer experiences through innovation and a human touch. It argues that 21st century competitive advantage comes from how companies do things, not just what they do. Companies need to focus on understanding the customer viewpoint, turning employees into fans of the company to better serve customers, and creating next generation customer experiences through insight, collaboration, and agility. The future of customer experience is managing both the present business and exploring innovation to continuously improve through an aligned culture and personalization.

1. The human touch: how
innovation leads to exceptional
customer experience
Cris Beswick & Derek Bishop
ECEW 2013: Cris Beswick & Derek Bishop

2. ECEW 2013: Cris Beswick & Derek Bishop

3. Source: UK Customer Satisfaction Index – executive summary January 2013
ECEW 2013: Cris Beswick & Derek Bishop
Satisfaction’s what you need…
ASOS
John Lewis
1st Direct
Waitrose
Amazon
?

4. ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…

5. ECEW 2013: Cris Beswick & Derek Bishop
Make it personal…

6. ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…

7. ECEW 2013: Cris Beswick & Derek Bishop
What’s the next wave…
PRODUCT
Industrial
SERVICES
Information
EXPERIENCES
Innovation

8. ECEW 2013: Cris Beswick & Derek Bishop
21st Century competitive advantage is no longer
about ‘What’ you do, it’s about ‘HOW’ you do it!

9. ECEW 2013: Cris Beswick & Derek Bishop
Where’s the human touch…

10. ECEW 2013: Cris Beswick & Derek Bishop
Make it human…

11. ECEW 2013: Cris Beswick & Derek Bishop
EMPLOYEE
EXPERIENCE
CUSTOMERCOMPANY
The balance of power…

12. 81%Of companies in the UK recognise that
‘understanding the viewpoint of the
customer’ will lead to improved performance.
ECEW 2013: Cris Beswick & Derek Bishop
Source: ROI on Customer Service Survey 2011
Where to focus…

13. We understand that in order to turn our
customers into fans of O2, we also need
to turn our people into fans.
ECEW 2013: Cris Beswick & Derek Bishop
“
“
Ian Ruddy – Head of HR Shared Services for O2

14. ECEW 2013: Cris Beswick & Derek Bishop

15. ECEW 2013: Cris Beswick & Derek Bishop

16. ECEW 2013: Cris Beswick & Derek Bishop

17. ECEW 2013: Cris Beswick & Derek Bishop
Option…
Option…
Option…
What’s best for the customer…

18. ECEW 2013: Cris Beswick & Derek Bishop
We think the future looks something like this…
INSIGHT COLLABORATION AGILITY+ +
NEXT GENERATION CUSTOMER EXPERIENCE=

19. ECEW 2013: Cris Beswick & Derek Bishop
The leadership challenge…
MANAGE
THE
FUTURE
MANAGE
THE
PRESENT

20. ECEW 2013: Cris Beswick & Derek Bishop
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)

21. ECEW 2013: Cris Beswick & Derek Bishop
Aligned behaviours…
CUSTOMER
EXPERIENCE
INNOVATION
CULTURE

22. ECEW 2013: Cris Beswick & Derek Bishop
Understanding…

23. ECEW 2013: Cris Beswick & Derek Bishop
Opportunities…

24. ECEW 2013: Cris Beswick & Derek Bishop
Personalisation…

25. ECEW 2013: Cris Beswick & Derek Bishop
LOVE
DESIREENVY
Our
People
Our
Customers
Our
Competitors
Differentiation
Innovation
Performance
Emotional drivers...

26. Thank You
ECEW 2013: Cris Beswick & Derek Bishop
Cris Beswick
cris@crisbeswick.com
www.crisbeswick.com
Derek Bishop
derek.bishop@cultureconsultancy.com
www.cultureconsultancy.com