Becoming Customer Centric Presented by Peter Cooke

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.

23

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 &

Evaluation

The 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.