The document discusses trends that will shape customer experience in 2015. It notes that contextual experiences using real-time data, digital transformation going mainstream, challenging conventional thinking, and gamification and psychology will influence customer experience. It also provides seven steps for creating a great customer experience strategy, including understanding customer needs, mapping their journeys, identifying pain points, and defining a roadmap.

1. Digital Outlook 2015:
Outlook on Customer Experience
Why the humble whiteboard
will trump technology in 2015
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11 December 2014 Copyright © Econsultancy.com Ltd

2. 1. Introduction
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Margaret Manning
11 December 2014 2

3. Introduction
11 December 2014
Margaret Manning
CEO, Reading Room
A global digital consultancy
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6. Fullerton Bay Hotel digital strategy
Fullerton Bay Hotel embarks on a revamp on its online website to enhance the customers’ experience with a more
attractive, interactive and modern interface to facilitate browsing and making reservations online.

7. Agenda
1. Overview
2. The customer experience landscape 2014
3. Three key trends that will shape customer experience in 2015
4. Seven simple steps toward a great customer experience strategy
5. Summary
Agenda 7

8. What’s just around the corner
And I’m here to talk about the field of customer experience
and offer some advice on how to how to make sure your
organisation is positioned to compete effectively in 2015.
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9. Customer experience is the latest buzzword
The increasingly ‘multi-channel’ nature of interactions with our
audiences, combined with the enormous influence of social networks,
will make customer experience the single most important priority for
organisations in 2015.
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Infographic: http://www.delivinia.com

10. Positive experiences are marketing gold
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Infographic: http://www.bain.com
Great experiences are
more memorable.

11. Positive experiences are marketing gold
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Infographic: http://www.bain.com
Great experiences
address both the rational
and the emotional parts
of our brains.

12. Getting CX right is good for business!
jj
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Infographic: http://www.alcatel-lucent.com/
Those who have invested
in customer experience
are already reaping
lucrative rewards.

13. Getting CX right is good for business!
jj
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Infographic: http://www.alcatel-lucent.com/
And those who have not
invested are underperforming.
Ignore CX at your peril!

14. So plenty of vendors are trying to cash in
Software companies are at the vanguard of the CX cheerleading
team! But with all the technology on offer, life is getting pretty
complicated.
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15. But I don’t think software is the solution
Amongst all this technology I think that simple tools like the
humble whiteboard, some post-it notes, a pen and some
paper will be your most powerful weapons in 2015.
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16. 16
But let’s start at the beginning.

17. 2. Customer Experience
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What is it, and why is it important?
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18. What is customer experience?
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Seeing your
world through your
customers’ eyes!
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19. It’s about realising that
human beings follow their own path
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20. It’s about recognising that your
organisational structure means nothing to them
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Organisation
PR Advertising
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Customer
services
Call Centre
Operations
HR
Staff Management
Distribution
Retail Deliveries
Marketing
Digital
Website App Social
Finance
Payments Refunds
IT

21. It’s about understanding and
optimising every step of their journey
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22. It’s about paying attention to the
human beings on your side of the fence too!
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23. Because every-time you get it wrong…
Poor customer
experience costs you
• Money
• Customers
• Reputation
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24. And because every-time you get it right…
Great experiences are
today’s principal source
of competitive advantage.
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25. Prof Noriaki Kano

26. Kano model axes

27. Kano model overview

28. Kano model Basic
expectations

29. Basic expectations

30. Kano model Performance
payoff

31. Performance payoff
…
…

32. Kano model Excitement
generators

33. Surprise!

34. Nokia = great design style

35. Innocent juice = humour

36. Hay-Adams panda =
quirk

37. But…

38. Kano model overview

39. Example
Free Wifi

40. Fish swimming upstream

41. Keep swimming
• Basic expectations = hygiene factors. Perform poorly on
these and you suffer.
• Performance payoffs = standard factors. The more you
do, the more guests appreciate it.
• Excitement generators = wow factors. This is what will
make you memorable.
• Over time, all factors deteriorate as they become
commonplace. You have to keep raising the bar.

42. Emotional journey

43. Booking

45. Zappos
• A service company that happens to sell shoes
• Free shipping both ways
• 365-day return policy
• Fast fulfilment, expedited delivery
• 24/7 1-800 number on every page
• Fast, friendly & expert customer service

56. Zappos’ success
$1,200m
$1,000m
$800m
$600m
$400m
$200m
$0m
Year
0
Year
2
Year
4
Year
6
Year
8
• Year 10: Acquisition by
• for
•$1.2bn

57. 3. The customer experience landscape 2014
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Who is leading the way?
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58. Who is leading the way?
The past year has seen tremendous levels of customer
experience innovation, here are some examples that will
influence customer experience in 2015
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Optional footer

59. Delivering great experiences
By understanding the user journey and respecting
customers’ time
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• Frunk is an app that
allows diners to choose
from the menu on the
way to the restaurant
• Once arrived, they can
place their order in
seconds just by tapping
their phone on a beacon
at their table
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60. Delivering great experiences
By focusing on user needs to reinvent business
models like Uber
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• Uber used customer
focused innovation to
reinvent the experience
of ordering a taxi.
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61. Delivering great experiences
By embedding customer feedback in product development
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• Xiaomi responds to
customer feedback and
pushes fixes out in
response to social media
input on a weekly basis
• Now the world’s third-biggest
smartphone vendor
just 4 years since it was
founded in April 2010.
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62. Delivering great experiences
By thinking ‘outside in’ like Mercedes Benz
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70% of retail staff had not
driven a Mercedes
Four million dollars
invested to ensure every
employee was given that
chance.
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63. 4. Five key trends that will shape
customer experience in 2015
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64. One: The rise of contextual experiences
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Our web app for the
Science Museum is
contextually aware. When
you visit the Information
Age exhibition it surfaces
content about objects as
you move around them.
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65. One: The rise of contextual experiences
We expect to see leading innovators employing
contextual personalisation to further enhance and
augment the customer experience in new and
exciting ways, both online and offline.
This will be achieved through sophisticated ‘mash-ups’
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that combine multiple sources of data and
content in real-time to anticipate customer needs and
deliver experiences that leave the competition reeling.
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66. Two: Transformation goes mainstream
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It takes vision and
leadership, to drive
forward the digital
transformation, that
is necessary to
deliver great digital
experiences.
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67. Agility is a survival mechanism
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68. Are you ready?
Digital Ready
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Value customer Technology available
experience
Digital
Readiness
Agile culture
Processes in place
Have the team and skills
(internally and externally)
Open to new
business models
Senior buy-in
and involvement
Budget

69. Three: Challenging conventional thinking
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70. The $300m button

71. Four: ‘Gamification and psychology
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72. Gamification

73. Ipad gaming

74. Five: From digital marketing to digital business
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75. 5. Seven simple steps toward a great
customer experience strategy
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76. OPTIMISING CUSTOMER EXPERIENCE
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82. Optimising customer experience
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1.Create an ‘experience culture’
Great customer experiences require
leadership and change programmes
with a mandate to reach across
departments and business units.
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https://www.forrester.com

83. Optimising customer experience
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2. Get the right people in the room
Form a customer experience team
and get them involved. Great
customer experiences don’t live in
silos, success requires involvement
and buy-in from across the
organisation.
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84. Optimising customer experience
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3. Understand the needs and
behavior of your audiences
Do some audience research, profile
your audiences and develop
personas that capture their needs,
goals and behaviours.
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85. Image credits: ideath (Flickr)

86. Image credits: Joe Shlabotnik (Flickr)

87. Image credits: andy101 (Worth1000)

89. Image credits: Jeff Gothelf

90. Image credits: cavstheblog.com

91. Optimising customer experience
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4. Map their journeys across your
different channels
Start with real-world scenarios,
consider each and every interaction
and the medium/channel on which it
occurs. Don’t forget external stimulus,
what else is happening that may
influence the experience.
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92. Optimising customer experience
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5. Identify the pain points and
opportunities
How do those interactions make the
user think or feel, where are the
frustrations. What can we do to
improve the experience and make it
work to their (and our) advantage.
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93. Optimising customer experience
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6. Recognise that some elements
may always be negative
IKEA’s business model relies on self-service
elements that will never be
great experiences so they focus on
ways of improving the way customers
feel about the overall visit to the store.
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94. Optimising customer experience
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7. Define a realistic and strategic
roadmap
Take all your ideas and map them
according to their relative impact on
the customer experience and the
obstacles that stand in the way of
implementing them.
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95. Optimising customer experience
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Do these first!
Right now!
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96. Optimising customer experience
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Prioritise and
make a sensible
plan to address
these over time.
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97. To summarise
1. Create an experience culture
2. Get the right people in the room
3. Understand the needs and behavior of your audiences
4. Map their journeys across your different channels
5. Identify the pain points and opportunities
6. Recognise that some elements may always be negative
7. Define a realistic and strategic roadmap
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98. Now you are ready to think about the technology.
11 December 2014
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99. Thanks, any questions?
For a copy of today’s presentation or a chat about your
customer experience challenges send me an email or a tweet
m.manning@readingroom.com
@margaretmanning or @ReadingRoom
11 December 2014 Copyright © Econsultancy.com Ltd
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