Customer Experience is a key differentiator – globally, 81% of consumers are willing to pay more for a better experience [Capgemini]. Learn about the changing customer environment, how to go about creating a customer experience-led approach and the benefits it will bring!

1. DWGWebinar:Thursday 7th February

2. What we will cover in this
presentation
A changing landscape
Why many organisations are poor at it (and who’s getting it right)
A customer experience-led approach – the benefits
Developing a customer experience strategy
A framework to deliver successfully
Q&A

3. Today's rapidly evolving digital
ecosystems are enabling a
radical shift in customer
behaviour

4. Multi-device and channels
Customers today expect highly
convenient, connected, relevant and
frictionless experiences, delivering
instant results

5. of consumers in EMEA say they switch
devices while researching online. [Source:
Adobe]
Some numbers
60% of leading brands have invested in technology that connects their
digital and offline/in-store experiences. [Source: Econsultancy]
3 seconds is the time 57% of customers wait
before abandoning an online site. [Source:
eMarketer]
52%

6. Complexity is increasing
Customer’s needs and requirements
are becoming more varied, flexible
and demanding

7. Brands stand and fall with the customer
experience they provide.
Complexity of customer experience is the biggest technical barrier to
building a joined-up view of the customer journey. [Source:
Econsultancy]

8. Discerning &Vocal
Delivering a satisfying customer experience, let
alone one that surprises and delights, is key to
success
Poll 3
coming

9. of UK adults say they use social media to post
comments or share videos and photos [Source:
Ofcom].
65.8%
73%
78%
of UK consumers say the quality of customer service would
be a key factor for recommending a service to a friend.
[Source: EngineGroup]
of UK consumers say they are put off a
company due to poor customer service.
[Source: Salesforce]

10. Brands with the strongest customer
experiences don’t just let it happen.
CX managed by different departments
Not treating the customer experience as a whole
Their strategies are being outpaced by digital change
Underestimated technology selection and implementation
Siloed behaviours and departmental P&Ls
But many still struggle. Why?

11. Who’s winning?
Customer experience doesn’t start when the customer
makes a purchase—their interactions and perception of the
brand start as soon as they hear about a product or begin to
research and continue beyond purchase

12. How do they succeed?
Give customers the information they need at the right time and via the right
channel
Journeys are frictionless and channels are seamless
Customers matter, solutions are quick and efficient
Emotional connections are made, experiences are personal
Anticipating customer needs and resolving them well
Customers matter & are empowered

13. A customer experience-led approach
Differentiates you from competition
Builds Loyalty
Brings stronger financial performance
Is a catalyst for new business models

14. Map +
Prioritise
Strategy
Technology
Product
Thinking through your customer experience
What’s best for
company + customer
People/
momentum
Balancing
strategy &
execution

15. How should I approach my customer
experience?
See where you are today and be clear about what you want.
Then develop the right vision, structure, processes, and resources

16. Planning
Developing clarity, pace and control.
Planned, agile, iterative and engaging.
• How long will it take?
• Short-form RACI (responsible, accountable, consulted and informed)
• Reporting methods/frequency?
• Stakeholders - who should be involved?
• Core success factors/KPIs identified

17. Data + Insight + Measures
A clear picture of how things happen today, so you
can work out what exactly you need to change.
• Insight interviews/existing sources
• Auditing the existing customer experience
• Establishing new and existing customer’s needs
• Competitor review and benchmark
• Non-competitor benchmark
• Performance data – KPIs
• Operational environment.

18. Analysis & strategy development
Analysis will allow you to develop a 360 degree
understanding of what your customer experience is today &
what you must build for the future
• Core business objectives?
• CX Audit – what is the experience today? Look at this
against customer and business model needs.
• Target strategic best practice CX is; a “benchmark”
customer journey map.
• Looking at today v tomorrow – what is the delta?

19. Communication and execution
Top to
bottom
Incentivise
change
Good
communication
Effective communication to all stakeholders who are involved at
each stage of the process. Especially senior team and the ‘fix’
team who will execute.
Transparent
& open

20. Execute, measure, iterate
Measured Controlled
You now need a great execution programme plan, controls and
communication to make it happen in practice.
Feedback –
adapt & iterate

21. In summary
Consider that the customer experience is across the whole customer
journey
Have a good hard look at the experience
today
Great customer experiences don’t just happen, they need whole business commitment
Having the right people in place to plan and execute is
critical
View technology and digital choices in the broader context of orchestrating journeys
Always be iterating

22. Need some help with your Customer
Experience?
Contact Marco Potesta,
Partner, Product Management
marco.potesta@digitalworksgroup.com