Frukostseminarium den 12 december 2014 med Lee Sankey

Customer Experience, your missing strategic ingredient?Stockholm -12/12/14

Lee Sankey Innovation, Experience and Design Director

@leesankey

Customer Experience more relevant than ever

Why?

Customer Experience, your missing strategic ingredient?

1 Disruption and Change


Disruption and change

Disruption and Change

1 Disruption and Change

Business model, service model and technological innovation essentially culminate in new experiences as well as new utility


But there’s a problem…


Organisations are not traditionally not designed to be agile, to change or to innovate.

There are typically cultural and technological barriers.

2 ?



“Through the object that I was sat in front of, I had a very clear sense of the people who made it. I had a clear sense of their values, preoccupations, the things they cared about, the reasons they made it.”

“ …via the object, I had a really clear sense of this company. This was the beginning of a realisation that what we make completely testifies to who we are”.

Jonathan Ive, Design Museum, London 2014

Lee Sankey | Customer Experience, your missing strategic ingredient?

What definition does that remind you of?

Brand

2 Experience is your brand


2 Your brand is your experience

Which - best customer service of any brand in the UK.


2 Your brand is your experience



Being a ‘brand guardian’ is patrolling the kingdom of fonts, marques and photography, not experience.

The prevailing corporate marketing view of brand is outdated

Brand Police



Experience design is not typically part of the boardroom conversation.

You have COO, CFO, CMO but where’s the C - Experience/Design/Innovation?


Rise of Chief Digital Officer = More Channel Thinking = Sirens!

3 Distributed interactions and value



No longer just a branch and a cheque book

Connected music, distributed access


Nike, more than just shoes




3 Distributed Interactions and Value

Organisations are not traditionally not designed for delivering holistic, coherent experiences.

They are silo’d, they think in channels.

A new era for design

Design is a vehicle for driving innovation, creating better experiences and delivering better outcomes

We see…



Bottomline impact.

Design Council Research/DMI Research

Forrester Research on Customer Experience

Design becoming a part of the boardroom

Design based approaches changing institutions

6 Themes for making Customer Experience part of your strategy

TOM, meet TEM

1


Culture

2

Is there a disconnect between the stated intention and actual culture?

Are people comfortable with the status quo?

Are you customer centric? E.g testing with customers?

Are incentive approaches counter productive?

What is your culture type, patriarchal, tribal, hierarchy

Ways of Working

3

Do your working practises encourage innovation, delightful customer experiences?

Are you collaborating, internally? product/brand/design/operations/tech?

Are you too inward facing? Strategic partnerships

Build, test and learn

From “PLAN and IMPLEMENT” to “DO and ADJUST”

Small Bets -Move forward without knowing all the facts

Data + Empathy + Beliefs

4

Awareness of the right strategic inputs and conviction.

Data does not deliver empathic leaps. Fitch & Asian Paints

Knowing “faster horses”

Our Worst Ideas

5

Design is like Finance

6

Or

Design as Service/function Design orientated

“Design is part of the strategic conversation

“Make me one of these

Design Literacy

Design Mastery

Can you become a design driven company without ‘distributing’ design engagement?

Simply put, are you making customer experience and therefore design part of your strategy? …


@leesankey

Thanks