To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition. Our seminar provides you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation by adapting to your audiences changing needs using our CARE model of CX fitness, based off our recently launched report, CX: Survival of the Fittest. CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward. ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention. RATIONAL - What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty. EMOTIONAL - What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers emotional mind will help create life-long advocates..

1. CX SURVIVAL
OF THE FITTEST
HOW DIGITAL CAN WIN BACK
COMPETITIVE ADVANTAGE.
LINDSAY HERBERT
GLOBAL HEAD OF DIGITAL
PRECEDENT
NOVEMBER 26 // 2014
@lindzeiy @precedentcomms #precsem

2. WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem

3. WHY DO
WE EXIST?

4. WHY DO
WE EXIST?

5. HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem

6. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

7. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

8. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

9. @lindzeiy @precedentcomms #precsem

10. @lindzeiy @precedentcomms #precsem

11. @lindzeiy @precedentcomms #precsem

12. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem

13. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

14. @lindzeiy @precedentcomms #precsem

16. T H E P E R C E P T I O N
OUR CUSTOMERS
ARE DISLOYAL.
”
@lindzeiy @precedentcomms #precsem

17. T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
”
@lindzeiy @precedentcomms #precsem

18. T H E T R U T H
✱ They can’t buy easily.
So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

19. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

20. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
So they don’t share photos.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

21. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

22. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
So they never come back.

23. T H E T R U T H
✱ They can’t buy easily.
✱ So they don’t refer you.
✱ They can’t find their way around.
✱ So they write bad reviews.
✱ They feel out of their depth.
✱ So they don’t share online.
✱ They think the quality is poor.
✱ So they don’t respond to new offers.
✱ They don’t feel valued or listened to.
✱ So they never come back.

24. T H E T R U T H
OUR CUSTOMERS
ARE DISSATISFIED.
OUR BUSINESS IS AT
RISK.
@lindzeiy @precedentcomms #precsem

25. HOW DO YOU
ADAPT TO YOUR
CUSTOMERS’
NEEDS?
@lindzeiy @precedentcomms #precsem

26. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

27. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

28. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

29. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem

30. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

31. HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem

32. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

33. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

34. HOW TO
CARE
WITH DIGITAL
@lindzeiy @precedentcomms #precsem

35. C ARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE AYOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

36. C ARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

37. W H Y D O Y O U E X I S T ?
“ To provide our customers
with the most convenient
access to media entertainment.”
@lindzeiy @precedentcomms #precsem

42. $29.5M TO $71M

43. W H Y D O Y O U E X I S T ?
“ To link individuals
with art and history.”
@lindzeiy @precedentcomms #precsem

49. W H Y D O Y O U E X I S T ?
“ To let people belong anywhere.”
@lindzeiy @precedentcomms #precsem

52. W H Y D O Y O U E X I S T ?
“ To be the voice of British doctors.”
@lindzeiy @precedentcomms #precsem

54. CARE
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
✱ Include CX in your strategic plan.
✱ Use metrics to inform management decisions.
✱ Tie staff appraisals to CX targets.
✱ Invest in ways to solve CX issues.
@lindzeiy @precedentcomms #precsem

55. CARE
ENDANGERED?
NEXT STEPS TO FIX:
CULTURE
1. Business case: Audit & competitor benchmark
2. Vision & Roadmap: Senior leader strategic session
3. UX & Design: Test variations, fix critical journeys
4. Prototype new features: Build, deploy, test, enhance
@lindzeiy @precedentcomms #precsem

56. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

57. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

60. $1 BILLION
IN 17 MINS

64. €25M FROM
SOCIAL MEDIA

67. €3,5K SET-UP =
€80K SALES PER WEEK

73. 7% SALES INCREASE
WITH YOUNG ADULTS

74. C ARE
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem

75. C A R E
EXPOSED?
NEXT STEPS TO FIX:
ANALYSIS
1. Data & insight strategy: Prioritisation and IT roadmap
2. Audience testing: Guerrilla, group & 1-on-1
3. Goal tracking & reviews: Metrics, tools & brainstorms
4. Social tests: Uncover opps & trial new features
@lindzeiy @precedentcomms #precsem

76. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem

77. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem

90. CAR E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
✱ Products and services deliver to current core needs.
✱ End to end processes are efficient.
✱ Prices are fair and quality is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem

91. C A R E
CONTENDER?
NEXT STEPS TO FIX:
RATIONAL
1. Build a new website: Transactional not informational
2. New mobile offering: Solve real-world problems
3. New social offering: Functionality or service
4. Innovate the offering: Brand new digital services
@lindzeiy @precedentcomms #precsem

92. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
HOW YOUR ELEVATE AND DELIGHT YOUR
AUDIENCES.
@lindzeiy @precedentcomms #precsem

93. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR AUDIENCES.
@lindzeiy @precedentcomms #precsem

94. W H Y D O Y O U E X I S T ?
“ To be the most magical
place on earth.”
@lindzeiy @precedentcomms #precsem

95. @lindzeiy @precedentcomms #precsem

96. @lindzeiy @precedentcomms #precsem

97. @lindzeiy @precedentcomms #precsem

98. @lindzeiy @precedentcomms #precsem

104. W H Y D O Y O U E X I S T ?
“ To win the fight against
heart disease.”
@lindzeiy @precedentcomms #precsem

114. W H Y D O Y O U E X I S T ?
“ To let people belong anywhere.”
@lindzeiy @precedentcomms #precsem

117. C A R E
IF YOU’RE A CHAMPION,
HARNESS THE:
EMOTIONAL
✱ Interactions elevate the customer socially.
✱ Customers personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Customers feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem

118. C A R E
CHAMPION?
NEXT STEPS TO BOOST:
EMOTIONAL
1. Content strategy: User focused & goal driven
2. Campaigns & features: Digital-only & multichannel
3. New tech integration: Beacons, wearables, etc.
4. Communities & loyalty: Programmes for ambassadors
@lindzeiy @precedentcomms #precsem

119. BUT WHAT
DOES IT
ALL MEAN?
@lindzeiy @precedentcomms #precsem

120. HOW TO
CARE
WITH DIGITAL
@lindzeiy @precedentcomms #precsem

121. CULTURE
ANALYSIS
RATIONAL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

122. RATING YOUR
CX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

123. EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

124. HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SOCIAL ACCEPTANCE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

125. WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

126. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
@lindzeiy @precedentcomms #precsem

127. CX FITNESS
TEST TIME
@lindzeiy @precedentcomms #precsem

128. PRECEDENT.COM/CX
PRECEDENT.COM/CX
@lindzeiy @precedentcomms #precsem

129. THANK YOU.
@lindzeiy @precedentcomms #precsem