Dynamics Day 2017 Perth: Becoming Customer Centric

Becoming Customer Centric Presented by Peter

Cooke

AgendaThe Problem Designing The Customer

ExperienceWhy CX Design?

Questions

Not Technical.Sorry.

Not Really...

About me.

Practice Lead – Digital & Experience Design

• Over 10 Years Designing Digital Products• User Experience• Customer Experience• Service Design• Digital Strategy

The Problem.

80%of service companies believe that they have a superior service proposition. 8%

of customers agree

Source: Bain Customer-Led Growth Diagnostic Questionnaire; Salmetrix.

We Have An Inside Out View. Not Outside In.

It Is The Customer Who Determines What Your Business Is. It’s Success. It’s

Relevance. It’s Failure.

What Your Business Thinks It Does, Doesn’t Matter.

What is it like to experience your organisation?

We Think The Journey Is This:

When It Is Actually This:

It’s Time To Think Differently.

Customer Experience (CX) Design.

Impact of Customer Journey Led Transformation

10% Reduction in Cost to Serve

20% Growth in Customer Satisfaction

20% Uplift In Customer Conversion

20% Reduction In Customer Churn

10% Boost In Revenues From CLV

20% Decrease In Complaints

McKinsey & Company

Designing Customer Experiences.

To Improve The Customer Experience, You Need To

Understand The Customer Experience.

Step 1 – Don’t Buy Any Technology. Yet…

Step 2 - Set Tangible Goals. No Fluff.

Step 2 - Set Tangible Goals.

For Example:

• Increase conversions by 15%• Reduce cost per acquisition (CPA) by 20%• Increase Customer Lifetime Value by 11%• Increase Net Promoter Score by 10%

Step 3 - Understand Your Target People.

Step 3 – Understand Your Customer

Tools:

• Persona Creation – Qualitative & Quantitative Data• Customer Journey Mapping & Interpretation

Personas• Creates Empathy In Our Thinking• Allows a ‘Co-Design’ Approach• Stops Us From Designing For Ourselves• Discover And Validate The ‘What’, How And Then

Understand The ‘Why’.

Personas

• Articulate the customer’s cross-channel experience• Captures what the customer is doing, thinking, and/or

feeling throughout their engagement with the service offering.• Allows organisations greater influence.• Baselines the current state.

24

Customer Journey Map

Phase

Customer Objective

Awareness

Organisational Objective

The customer is becoming aware of your brand through many channels and is starting to consider you as a possible option.

Become familiar and influence. Collect personal data.

Consideration &

EvaluationThe customer is evaluating you against competitors, external factors, social expectations.

Begin to utilise behaviour to have a personal discussion.

Post-Purchase

Customer requires further validation. Begins searching for complimentary products/services.

Reinforce purchase, Suggest additional offerings, resolve conflict.

Retention

The customer is questioning your relevance to them and if they feel valued.

Continue to provide relevant value and engagement.

Purchase

The customer has committed to purchase. Has preconceived expectations of purchase.

Orchestrate perfect ‘moment of truth’.

Journey Map

Step 4 - Build Their Journey.

Implementation• Build/Configure CRM & CMS To Support New Journey

Requirements

• Create Content (i.e. email, Web, etc.) That Addresses Each Feeling/Concern/Question For Each Stage.

• Automate.

• Create A Personalisation and Digital Strategy.

Step 5 - Learn & Adapt.

Adapt

Repeat

Learn

Step 6 - Make It An Obsession.

What is it like to experience your organisation?

Thank you.