4. “Do what you do
so well that they
will want to see it
again and bring
their friends”
Walt Disney, Disney
“Your most
unhappy
customers are your
greatest source of
learning”
Bill Gates, Microsoft
“Get closer to your
customers. So
close, that you tell
them what they
need well before
they realise it
themselves”
Steve Jobs, Apple
“To understand the
man (customer),
you must first walk
a mile in his
moccasins”
Native American Indian
5. KEY THEMES
INSIGHT (Analyse
& understand)
EMPATHY (Listen &
relate)
EXECUTION (Doing
things well)
RELEVANCE (Doing
the right things)
6. WHAT ABOUT THE BOTTOM LINE?
A report by the American
Customer Satisfaction Index
(ACSI) proved that the leading
companies consistently
outperformed the market.
Customer service leaders
outperformed the Dow by 93%,
the Fortune 500 by 20% and the
NASDAQ by 335%
https://www.linkedin.com/pulse/20140429200435-64275548-10-
reasons-companies-fail-to-improve-their-customers-experience
E BOTTOM LINE?
7. SO WHY DO SO
MANY COMPANIES
FAIL TO GET IT
RIGHT…?
8. CX FAIL # 1
Not On The List
No clear customer oriented
mission, vision or strategies
Amazon: ‘We seek to be Earth’s
most customer-centric company
for four primary customer sets:
consumers, sellers, enterprises &
content creators’
9. CX FAIL # 2
Band-Aid Approach
Focus on patching service
gaps rather than seeking
ways to holistically improve
CX
Conduct route-cause analysis
(RCA) on the most frequent &
severe customer service issues to
fix the cause not the symptoms
10. CX FAIL # 3
Too Reactive
Improving the experience
only for customers who
complain or ask for help
rather than streamlining the
experience for all Crowdsource customer support
by creating communities of
customers that help each other
e.g. Apple, Sony, Swisscom
11. CX FAIL # 4
Too Tactical
CX seen as an initiative
rather than a way of doing
business, resulting in a
tactical focus instead of a
strategic approach to
meeting customers’ needs.
Make CX a board-level initiative
and be ready to consider
organisational change e.g.
product > customer centric
12. CX FAIL # 5
Too Narrow
Making CX the responsibility
of just marketing or customer
care, resulting in limited
impact internally and
externally Create a cross-functional team
with company-wide
representation and board-level
sponsorship to spearhead CX
Transformation
13. CX FAIL # 6
Acquisition Over
Retention
Too much focus on closing
sales vs. servicing customers
and treating front-line staff
like ‘the help’ Think customer lifetime value not
short-term acquisition e.g. Zappos
abandoned call times & view
service as an investment not a
cost
14. CX FAIL # 7
Wrong Kind Of People
Hiring based on skills rather
than cultural fit and ability to
make the right CX call when
there’s no manual to point to
Zappos hires for cultural fit first. If a
potential employee fails to pass
the cultural fit interview, they do
not proceed in the recruitment
process
15. CX FAIL # 8
Profit Before People
Focusing only on outcomes
that drive revenue and
assuming that improving
experience is an
independent (not related)
activity
Consider the benefits that matter
to customers e.g. free delivery
rather than automatically passing
on the cost to them
16. CX FAIL # 9
Technology Is The
Answer
Spending $$$ on new
technology and expecting
the customer experience to
miraculously improve Technology can enable seamless
customer experiences but it
cannot define them or holistically
know what good looks or feels like
17. CX FAIL # 10
Ignoring Customers
Not involving customers in
the research, design, build
and launch of new offerings
– or bypassing customer
contact altogether! Human-centred design can help
companies to develop more
relevant customer propositions
and to become more customer-
centric
18. SO WHAT DOES IT
TAKE TO DELIVER A
CONSISTENTLY
GOOD CUSTOMER
EXPERIENCE …?
20. IT’S ABOUT FEELINGS
American Express Service Study, September 2013
1,620 consumers were tested under laboratory conditions, 63% said they felt
their heart rate increase when they thought about receiving great customer
service. For 53% of those tested, receiving great service triggered the same
cerebral reactions as feeling loved.
http://trendwatching.com/trends/future-customer-service/
21. BUILDING A GOOD CUSTOMER EXPERIENCE
Governance Strategy Culture
Organisational
Set the
direction &
infuse CX
culture
Expertise & Talent Process & Methods Technology
Foundational
Attract
talent, build
robust
processes &
best-fit tech
Analytics & Insight Marketing, Sales & ServiceExperience Design
Executional
• EXECUTION
• INSIGHT
• RELEVANCE
• EMPATHY
23. WHY IS UBER GOOD?
• Integrated watch &
phone apps
• Card scanning,
email receipts
• Cashless
transactions
Seamless &
Convenient
• Pick-up from
anywhere
• Drivers don't get to
choose the fares
they pick up
Cheaper & Better
Than Taxi
• “Everyone’s private
driver”
• Delivers ice-cream,
picnics, Xiaomi
phones
• Riders can listen to
their Spotify playlists
X-factor, Value-
add, innovative
• Polite, personal
service
• Drivers and riders
incentivised to be
polite (ratings)
creating a better
experience for both
Engaging &
Personal
24. Uber is taking its biggest steps yet towards a driver-free world, launching the
Uber Advanced Technologies Center in Pittsburgh “to do research and
development, primarily in the areas of mapping and vehicle safety and
autonomy technology”.
http://www.theguardian.com/technology/2015/feb/03/are-driverless-cars-the-future-of-uber
BUT WILL THEY GO TOO FAR…?
Mercedes driverless car concept
26. "VIRTUAL REALITY IS GOING TO TRANSFORM GAMING, FILM,
ENTERTAINMENT, COMMUNICATION, AND MUCH MORE”
http://www.bbc.com/news/technology-32611657
VR Headsets from Sony, HTC & Oculus (Facebook) will begin selling from end 2015
27. HOW VIRTUAL REALITY CAN CHANGE MINDS…
The story of a 12yr old refugee in Syria filmed in full 360 degree panoramic
then played to key delegates at World Economic Forum in Davos through VR
headsets to create the ultimate immersive experience & build empathy.
