Rob Millar: Who Gives a $#@/ About Customers?

Who gives a [please insert word] about customers?

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• 31 million men / 5 million women in 46 countries• $200M potential IPO of sin stock

• Hacker group Impact Team stole and published client data online over the summer• Analysis by Gizmodo suggested <1% were actually real women

• Unconfirmed suicides, extortion claims and numerous litigation start-ups

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Hard Drive Productions 2010

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Core wants

Adultery Adult content

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Core needs

? ?Anonymity

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Why is this important?

Core needsCustomer

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The world has changed

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Insurance in the 1970’s

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Insurance in the 2010’s

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toCustomer ledProduct led

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Customer led

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Customer centred

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Putting the customer at the heart of the business

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But what is it?

NPS Scores

Smilin

g

New Product Development

Cultu

ral

Chan

geIncentive Structures

Champions & Evangelists

Leadership

Service DesignAgility

Brand Values Targ

et O

pera

ting

Mod

el

Prototyping

Journey Mapping

Voice

of t

he

Cust

omer

Employee engagement

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Are there really any benefits?

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How do you do it?

Insight

Culture

There are six key areas that companies need to focus on to deliver a true customer-led offer.

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The six elements

Insight

Culture

The ability to create a plan of action agreed by the business to deliver to set of of customer-focused goals.

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The six elements

Insight

Culture

The ability to gather, analyse & communicate client information that deepens employee understanding of / empathy with the customer and drives decision making.

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The six elements

Insight

Culture

The ability to create new products, services and experiences across channels based on customer insight.

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The six elements

Insight

Culture

The ability to deliver the experience, products and services you design into the market. It is also the ability to deliver change into your organisation.

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The six elements

Insight

Culture

The ability to develop a set of shared values, principles and beliefs that will guide the business towards an agreed vision. The ability to communicate this vision externally.

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The six elements

Insight

Culture

The ability to use metrics to understand how your operations support delivery of the strategic objectives of the organisation.

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Case studies – CitizenM

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Case studies – CitizenM

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Case studies – Virgin MediaOperational• Stop doing dumb things to your customers• Fixes will improve things for about 3/4 years

Relationship• How do you make the organisation work end to end for the

customer • These fixes are right across the organisation

Cultural• When you become truly customer-centric• ‘One day we stopped talking about selling mortgages and started

to talk about people moving house’

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Case studies – Virgin Media

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Case studies – Spotlight

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Why do you care?

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For the brands in the room

1. Digital driven transformation

2. Acting as the path finder for the organisation

3. CDO to CCO

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For the agencies in the room

1. Understand your role and how you link beyond digital

2. Create a common language

3. Build your eco-system

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Thank you