Putting customer experience at the heart of your digital transformation
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The document outlines a presentation on improving customer experience in a rapidly changing digital landscape. It discusses the importance of a customer experience-led approach, the challenges organizations face, and provides strategies for developing a successful customer experience framework. Key factors for success include understanding customer needs, seamless interactions, and effective communication across departments.
![of consumers in EMEA say they switch
devices while researching online. [Source:
Adobe]
Some numbers
60% of leading brands have invested in technology that connects their
digital and offline/in-store experiences. [Source: Econsultancy]
3 seconds is the time 57% of customers wait
before abandoning an online site. [Source:
eMarketer]
52%](https://image.slidesharecdn.com/puttingcustomerexperienceattheheartofyourdigitaltransformation-190708105716/85/Putting-customer-experience-at-the-heart-of-your-digital-transformation-5-320.jpg)
![Brands stand and fall with the customer
experience they provide.
Complexity of customer experience is the biggest technical barrier to
building a joined-up view of the customer journey. [Source:
Econsultancy]](https://image.slidesharecdn.com/puttingcustomerexperienceattheheartofyourdigitaltransformation-190708105716/85/Putting-customer-experience-at-the-heart-of-your-digital-transformation-7-320.jpg)
![of UK adults say they use social media to post
comments or share videos and photos [Source:
Ofcom].
65.8%
73%
78%
of UK consumers say the quality of customer service would
be a key factor for recommending a service to a friend.
[Source: EngineGroup]
of UK consumers say they are put off a
company due to poor customer service.
[Source: Salesforce]](https://image.slidesharecdn.com/puttingcustomerexperienceattheheartofyourdigitaltransformation-190708105716/85/Putting-customer-experience-at-the-heart-of-your-digital-transformation-9-320.jpg)
Putting customer experience at the heart of your digital transformation
- 2. What we will cover in this presentation A changing landscape Why many organisations are poor at it (and who’s getting it right) A customer experience-led approach – the benefits Developing a customer experience strategy A framework to deliver successfully Q&A
- 3. Today's rapidly evolving digital ecosystems are enabling a radical shift in customer behaviour
- 4. Multi-device and channels Customers today expect highly convenient, connected, relevant and frictionless experiences, delivering instant results
- 5. of consumers in EMEA say they switch devices while researching online. [Source: Adobe] Some numbers 60% of leading brands have invested in technology that connects their digital and offline/in-store experiences. [Source: Econsultancy] 3 seconds is the time 57% of customers wait before abandoning an online site. [Source: eMarketer] 52%
- 6. Complexity is increasing Customer’s needs and requirements are becoming more varied, flexible and demanding
- 7. Brands stand and fall with the customer experience they provide. Complexity of customer experience is the biggest technical barrier to building a joined-up view of the customer journey. [Source: Econsultancy]
- 8. Discerning &Vocal Delivering a satisfying customer experience, let alone one that surprises and delights, is key to success Poll 3 coming
- 9. of UK adults say they use social media to post comments or share videos and photos [Source: Ofcom]. 65.8% 73% 78% of UK consumers say the quality of customer service would be a key factor for recommending a service to a friend. [Source: EngineGroup] of UK consumers say they are put off a company due to poor customer service. [Source: Salesforce]
- 10. Brands with the strongest customer experiences don’t just let it happen. CX managed by different departments Not treating the customer experience as a whole Their strategies are being outpaced by digital change Underestimated technology selection and implementation Siloed behaviours and departmental P&Ls But many still struggle. Why?
- 11. Who’s winning? Customer experience doesn’t start when the customer makes a purchase—their interactions and perception of the brand start as soon as they hear about a product or begin to research and continue beyond purchase
- 12. How do they succeed? Give customers the information they need at the right time and via the right channel Journeys are frictionless and channels are seamless Customers matter, solutions are quick and efficient Emotional connections are made, experiences are personal Anticipating customer needs and resolving them well Customers matter & are empowered
- 13. A customer experience-led approach Differentiates you from competition Builds Loyalty Brings stronger financial performance Is a catalyst for new business models
- 14. Map + Prioritise Strategy Technology Product Thinking through your customer experience What’s best for company + customer People/ momentum Balancing strategy & execution
- 15. How should I approach my customer experience? See where you are today and be clear about what you want. Then develop the right vision, structure, processes, and resources
- 16. Planning Developing clarity, pace and control. Planned, agile, iterative and engaging. • How long will it take? • Short-form RACI (responsible, accountable, consulted and informed) • Reporting methods/frequency? • Stakeholders - who should be involved? • Core success factors/KPIs identified
- 17. Data + Insight + Measures A clear picture of how things happen today, so you can work out what exactly you need to change. • Insight interviews/existing sources • Auditing the existing customer experience • Establishing new and existing customer’s needs • Competitor review and benchmark • Non-competitor benchmark • Performance data – KPIs • Operational environment.
- 18. Analysis & strategy development Analysis will allow you to develop a 360 degree understanding of what your customer experience is today & what you must build for the future • Core business objectives? • CX Audit – what is the experience today? Look at this against customer and business model needs. • Target strategic best practice CX is; a “benchmark” customer journey map. • Looking at today v tomorrow – what is the delta?
- 19. Communication and execution Top to bottom Incentivise change Good communication Effective communication to all stakeholders who are involved at each stage of the process. Especially senior team and the ‘fix’ team who will execute. Transparent & open
- 20. Execute, measure, iterate Measured Controlled You now need a great execution programme plan, controls and communication to make it happen in practice. Feedback – adapt & iterate
- 21. In summary Consider that the customer experience is across the whole customer journey Have a good hard look at the experience today Great customer experiences don’t just happen, they need whole business commitment Having the right people in place to plan and execute is critical View technology and digital choices in the broader context of orchestrating journeys Always be iterating
- 22. Need some help with your Customer Experience? Contact Marco Potesta, Partner, Product Management marco.potesta@digitalworksgroup.com
Editor's Notes
- #3: Poll: Why are you attending today Are you a decision maker in your business
- #5: Services across multiple devices and platforms – seamless & easy to navigate Find things quickly and hop between channels Blended on and offline experience How you can research, pay, receive and return their goods.
- #7: , making markets highly segmented. How people research and buy goods and services Multiple points of influence An explosion of product choices and digital channels to choose from
- #13: Poll 2 How advanced is your customer experience strategy? Just starting Pretty much there We’re constantly testing and iterating What’s your biggest challenge? People Technology Lack of strategy
- #14: Customer experience allows you to differentiate yourself from your competition It will help foster brand loyalty – and get people coming back! Customers will pay for a better customer experience/ word-of-mouth marketing. Looking at your business from a customer-centric perspective allows you develop a customer model for change