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ARCHITECTING
BREAK THROUGH
CUSTOMER EXPERIENCE
4th August, 2017
Ramesh KV
Global Accelerating AO Lead
Accenture
Netflix’s biggest competitor is the
pesky human need to close your
eyes and sleep for a third of the day
- Reed Hastings, CEO Netflix
“ “2© BA Convention 2017
© BA Convention 2017 3Source : The Love Index – Accenture Study
© BA Convention 2017 4
Bank of America
citibank Wells Fargo
CHASE USAA
Direct CompetitorsProducts or services that directly
compete with yours
PayPal
Google Wallet
Apple
Mint App
Venmo
Experiences that set expectations
across industries
Experiential Competitors
Amazon
Uber
Companies that change
customer expectations
Perceptual Competitors
PEOPLE’S EXPECTATIONS ARE TRANSCENDING
TRADITIONAL BOUNDARIES
THE WORLD’S LARGEST 50 COMPANIES BY REVENUE
© BA Convention 2017 5Source : The Visual Capitalist
IT’S HARDER THAN EVER TO STAY ON TOP…
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TRADITIONAL INDUSTRIES ARE UNDER PRESSURE
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Consumer Goods Giant – P&C Unbundling of Hotel IndustryUnbundling of AutomobileUnbundling of FedExUnbundling of a Bank – USA
Source : CBInsights
TECHNOLOGY CHANGING THE LANDSCAPE OF TOP
BRANDS
8© BA Convention 2017 Source : The Visual Capitalist
5 THINGS TO GET RIGHT
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Deep Customer
Understanding
Design Touchpoints
that Customers
Love
Exploit the Reach
And Impact of
Technology
Influencers of
Buying Behavior
Connect to a Larger
Social Cause
1
2
3
Lemonade
Amazon
Life Insurance Story
DEEP CUSTOMER
UNDERSTANDING 1
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T
T
T
T
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1 WhatsApp
2 Gaming2DESIGN TOUCHPOINTS
THAT CUSTOMERS LOVE
Moment of TruthT
1 Future of Technology
2 Futuristic Education &
Medicine
EXPLOIT THE REACH
AND IMPACT OF
TECHNOLOGY
3
© BA Convention 2017 12
3 Big Data & Analytics
UNDERSTAND
INFLUENCERS
OF BUYING
BEHAVIOR
4
1 Social Media
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2 Love Index
CONNECT TO A
LARGER SOCIAL
CAUSE
5
1
3 Oscar - Health
People First – Tech Vision
2 Nest Founder
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15© BA Convention 2017
5 THINGS BUSINESS ANALYSIS CAN DO……
…TO DESIGN & DELIVER FRICTIONLESS CUSTOMER EXPERIENCES
Conduct Immersion Workshops - Customer in focus
Embrace Design Thinking - Techniques
Network with Multi-Functional Skills - Collaborate
Understand and Leverage Technology - Technology
Anchor on Human Values - Social Good
© BA Convention 2017 16
In order to lead a
meaningful life, you
need to cherish others,
pay attention to human
values and try to
cultivate inner peace.
Dalai Lama XIVNobel Peace Prize Winner 1989
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17© BA Convention 2017
APPENDIX
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I Wake up in Cold Sweats Thinking,
What did we Bring to the World?
-Tony Fadell
“ “
19© BA Convention 2017
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Social
Media gave
everyone a
Voice
© BA Convention 2017 22
© BA Convention 2017 23Source : The Love Index – Accenture Study
24© BA Convention 2017 Source : Futurism.com
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Why do Users just LOVE it!
26© BA Convention 2017 Source : Pinterest
Learn more. www.baconvention.com
© BA Convention 2017
Thank You!
