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Conducting a customer-first orchestra
[email protected]+61 040279023
Mitchell MackeyMarketing DirectorAnsell Limited
www.mitchellmackey.com.au@[email protected]
Mitchell Mackey
Through my lens
2
My personal views
Not Ansell’s
Mitchell Mackey
15,000 people
$US 2bn in revenue
55 countries
A century-old Australian company
Mitchell Mackey
Much more than condoms
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Big in medical & industrial safety
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Business technology CRM Culture Change Basics
Agenda
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The boundaries are blurring
Sales Service
Marketing
Community
Analytics
Apps
Sales
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Internet-native Business Technology (B.T.) is rapidly changing the game
10
… not contributing to change & growth,”
“8 out of 10 dollars spent in IT is dead money …
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1980sClient/ServerMainframe
1960s
CloudToday
Biz-tech literacy is not optional
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The Biz-Tech landscape is complex
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Apple’s iPhone 8 will augment reality
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Soon to be the new norm
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A.I. enables the 4th Industrial Revolution
1st 2nd 3rd 4th
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By 2020 customerswill manage
of their relationships with the enterprize withoutinteracting with a human
Source: Gartner
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Will pay more for a superior customer experience
Yet only say
companies consistentlymeet their expectations
Source: Walker Information
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Tell others about theirbad experiences
Source: Dimensional Research
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The customer
How do we pivot around the customer?
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The transaction system is no longer the primary, central system
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The nexus: the CRM engagement platform
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CRM $ has bypassed ERP $
CRM
ERP
2017
2016
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The experience must differentiate
Brand Product Service+ +
Employee
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Your brand is now defined by those who experience it
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BX: Brand experienceCX: Customer experienceUX: User experience
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“No matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than you do,”
_ Customer Experience advocate Bruce Temkin
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You can’t fake it
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Islands are everybody’s dream
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Operating from different planets?
Sales & Marketing
Service
Finance
HR
IT
Operations
The C suite & the Board
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Excel hell
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When promises are not delivered …
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TV Print&
radio
Shows&
events
Email Web Social RetailCallcentre
Supplychain
Sales Product
Making promisesMaking promises
Keeping promises
… brand values are exposed
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Is your corporate culture
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“It’s amazing how little discipline companies have in their approach to customer experience while at the same time acknowledging it as both critical and broken,”
_ Customer Experience advocate Bruce Temkin
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Rhetoric without action
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The vast majority of websites suck
In 12 years only 45 of the 1500 websites Forrester Research has subjected to their website review methodology have recorded passing scores.
That’s
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Who are our customers?
2) Theirgoals
3) Are we he helping them accomplishthose goals?
1) Ourcustomers
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Visit brand
website
Readblogs
Askpeers
TradeShow/Retail
Google competitors
Trialproduct
Downloadwhitepaper
CallSupport
Openemail
Attendwebinar
Talk todistributorI want
to buy…
How do I decide?
Visit competitor
website
MeetSales
Askboss
Engagement is complex, not linear
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Get the change formula right
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RelevanceClarity
AnxietyDistractionUrgency
Fight the F.U.D. (Fear, Uncertainty & Doubt)
Mitchell Mackey
Leading Theory of Constraints management consultant
Keep it simple
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The three core questions
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Take out the constraints
A constraint is any thing, object, person, process orstructure in an organization that prevents the flow of value to the customer
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Enable flow
Mitchell Mackey
What they do online
What our customers’ transaction history tells us
What we know from Sales via CRM
Interactions captured online & via phone
ERP
Sales automation
Customer Service
Website management
Partners & end users
Communities
Customer defined experiences
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Get your persona & journey act together
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Zero Moments of Truth
Obsess about winning the Zero Moments
Every “moment” counts: first, second, etc
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What about your company?
Your customers, employees,
and partners are connected
Bridge the digital divide
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Marketing and IT must merge
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The digital mindset’s impact on IT
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Was it easy?
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How much effort?
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Engineer a performance dashboard
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We ain’t seen nothing yet
Mobility
Wearables
Big & small data
Open APIs
The sharing economy
The Internet of Things
Artificial intelligence
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The essential truth
“The only sustainable competitive advantage is knowledge of and engagement with customers
_ Forrester Research’s Josh Bernoff.
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Don’t let fear hold you back
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Defer the 360-degree customer view challenge and go for 180 with 270 as your stretch goal
Park “big data”, get your “small data” act together
Fix the plumbing
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Fix the plane while it is flying
If a project takes a month, you'll hit the target before it moves
If it takes a year … ?
Get stuff done fast or not at all
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Orchestration is not easy
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We are all experience makers & managers
Define a vision & mobilize: “make it easy”
Embrace digital transformation
Jointly own the revenue target
Cultivate a dynamic, agile culture
Focus on executing the basics consistently
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The need for speed is real
Always be testing
Build, measure & learn
The fast will beat the slow
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Will pay more for a superior customer experience
Yet only say
companies consistentlymeet their expectations
Source: Walker Information
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Thanks
Visit my blog at: www.mitchellmackey.com.au
Business technology CRM Culture Change Basics
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