Customer experience:The new marketing

mitchell_mackey@hotmail.com+61 040279023

Mitchell MackeyMarketing DirectorAnsell Limited

www.mitchellmackey.com.au@mitchellmackeymitchell_mackey@hotmail.com

Mitchell Mackey

Through my lens

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� My personal views

� Not Ansell’s

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� 14,000 people

� $2bn in revenue

� Global scope

A century old Australian company

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More than condoms

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Big in Medical & Industrial safety

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All business is Human-2-Human

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The boundaries are blurring

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1960sMainframeComputing

1970sMini

Computing

1980sClient Server

Computing1990sCloud

Computing

2000sMobile

Computing

2010sSocial

Revolution & the Internet of Everything

x 10x 100x 1,000x 10,000x 100,000x

Technology is disrupting

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Internet-native Business Technology (B.T.) is rapidly changing the game

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… not contributing to change & growth,”

“8 out of 10 dollars spent in IT is dead money …

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Digital disruption is about more than just a technological shift. It is about transforming business models and how we engage

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Biz-tech literacy is not optional

Enterprise

Cloud Computing

1960sMainframe

1980sClient/Server

Today

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The customer

Marketing is now the primary actor

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The transaction system is no longer the primary, central system

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The engagement system is pivotal: CRM

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The experience must differentiate

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Welcome to the new business era in which your brand is 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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� 89% of marketers expect to compete primarily on the basis of customer experience _ Gartner

� By 2017, 50% of product investment will be redirected to experience innovations _ Gartner

� By 2020, customer experience will overtake price & product as the key differentiator _ Walker Info

Experience is the main game

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What trajectory are you on?

3. Experience: outward-in

2. Service: brand focused

1. Product: inward-out

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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 todistributor

I want to buy…

How do I decide?

Visit competitor

website

MeetSales

Askboss

Engagement is complex, not linear

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� Are we able to deliver a consistent, personalized experience to all of our customers across all platforms and channels

� Are we anticipating our customers’ present and future needs, and do we have this historical data analyzed?

� Are our colleagues in other departments even working from the same single version of the customer truth?

Can we adapt quickly enough?

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Islands are everybody’s dream

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Operating from different planets?

� Sales & Marketing

� Finance

� HR

� IT

� Operations

� The C suite & the Board

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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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Great creative ideas remain vital

� Powerful brands will continue to be fuelled by compelling ideas

� However, they must be authentic

� And reinforced by consistent user experience patterns

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But is our corporate culture?

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Excel hell

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Get the change formula right

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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 or structure in an organization that prevents the flow of value to the customer

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Enable flow

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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

Distributor & end users

Communities

Customer defined experiences

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Zero Moments of Truth

� Obsess about winning the Zero Moments

� Every “moment” counts

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What about your company?

Your customers, employees,

and partners are connected

Bridge the digital divide

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The digital mindset’s impact on IT

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RelevanceClarity

AnxietyDistractionUrgency

Fight the F.U.D. (Fear, Uncertainty & Doubt)

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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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Was it easy?

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How much effort?

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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 only 3%!

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Marketing and IT must merge

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We ain’t seen nothing yet

� Mobility

� Wearables

� Big & small data

� Open APIs

� The sharing economy

� The Internet of Things

� Machine learning

� 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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� More likely to consider your brand

� More likely to recommend

� Willing to pay more!

_ Jack Morton 2013 Customer Experience research, including 1000 Chinese customers

Engaged customers are:

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Don’t let fear hold you back

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We are all experience makers & managers

� Define a vision & mobilize: “make it easy”

� Embrace digital transformation

� Strive for systematic, sustainable change

� Jointly own, with Sales, the revenue target

� Cultivate a dynamic, agile culture

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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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Thanks

Visit my blog at: www.mitchellmackey.com.au