Transformation Keys for Connected Brands
1 like208 views
The document discusses the importance of connected brands engaging with consumers on an emotional level through integrated multi-channel experiences. It highlights the necessity of understanding customer behavior and adapting to their evolving expectations, emphasizing a shift from a project mindset to a product mindset. Furthermore, it outlines the significance of team cohesion, alignment, and effective communication in enhancing customer experience and product development.
Transformation Keys for Connected Brands
- 1. MARCH 2019 TRANSFORMATION KEYS FOR CONNECTED BRANDS
- 3. OUR CLIENT PARTNERS VMLY&R AUNZ
- 5. A connected brand lives in people’s lives by connecting with them on an emotional level — whenever and wherever they are — and inspiring them to connect with others.
- 6. This demands truly integrated, multi-channel experiences, built on a deep understanding of human behavior in an increasingly connected and mobile world. It acknowledges the changing behavior of connected consumers and their always-on exceptions. CONNECTING WITH PEOPLE WHEREVER THEY ARE CONSUMER EXPERIENCE
- 9. WHAT PEOPLE ARE USING CONNECTIVITY FOR?
- 15. “Transformation never ends, you are constantly changing because everything around you is constantly changing and you can either use that as a positive or you can get left behind.” SAFRA CATZ, ORACLE
- 18. 86of those who received a great customer experience were likely to repurchase from the same company. %
- 20. YOU NEED TO HAVE THE RIGHT STRATEGY IN PLACE. CUSTOMER EXPERIENCE
- 21. • Have you done the research to properly understand your customer?
- 22. • Have you done the research to properly understand your customer? • Have you mapped out your end to end customer journeys?
- 23. • Have you done the research to properly understand your customer? • Have you mapped out your end to end customer journeys? • Do you have a service blueprint?
- 24. • Have you done the research to properly understand your customer? • Have you mapped out your end to end customer journeys? • Do you have a service blueprint? • Are you testing your work with customers?
- 25. PROJECT CONSTRAINTS CAN GET IN THE WAY CUSTOMER EXPERIENCE
- 26. • Sometimes we run out of budget and can’t develop all the features we need. • Sometimes we run out of time, with the same result. • Sometimes, despite best efforts, our teams don’t collaborate effectively, and we design things that are difficult to build. • Sometimes, things are missed in testing.
- 27. THE LEADERS ARE RENOVATING, NOT DECORATING. CUSTOMER EXPERIENCE
- 28. YOU’RE TRYING TO HIT A MOVING TARGET. CUSTOMER EXPERIENCE
- 30. IS AGILE THE RIGHT APPROACH? 02
- 31. WHAT IS AGILE?
- 32. WHEN DOES AGILE WORK REALLY WELL? CHOOSING THE RIGHT APPROACH
- 33. • When your product or system is not yet defined. • When you have a deeply engaged client • When you have a business need to be in market quickly • When you have dedicated resources.
- 34. WHEN DOES AGILE NOT WORK SO WELL? THE CUSTOMER EXPERIENCE IS KING
- 35. • If you have a fixed budget. • When your organisation isn’t on board. • When you have a client who is fairly hands-off. • When you have complex integrations.
- 36. Agile can be a powerful approach because allows you to optimise for uncertainty.
- 46. A SHIFT IS NEEDED FROM A PROJECT MINDSET TO A PRODUCT MINDSET.
- 49. • Audience Segmentation Tools • Engagement Scoring • Personalisation Tools • More complex integrations YOU CAN TURN ON ADVANCED CAPABILITIES OVER TIME.
- 50. Somerthing product focused again IT WILL CHANGE THE MAKEUP OF YOUR TEAM.
- 52. DIGITAL IT MARKETING 3RD PARTY ACCESSIBILITY BRAND CONSULTANT SI PARTNER IT TAKES A VILLAGE AGENCY CLIENT PLATFORM VENDOR 3RD PARTY TESTERS RELATED PROJECTS INTERNAL BRAND
- 53. FOCUS ON ALIGNMENT • Alignment on objectives • Alignment on who is involved • Alignment on roles and responsibilities • Alignment on the parameters, time, cost, scope
- 54. BUILDING COHESION • At the start - formalise the team • During the project - put some effort into social contact • Most important - if you can - colocate, colocate, colocate BUILDING COHESION
- 55. GOVERNANCE • Identify all the players upfront • Document roles and responsibilities • It determines the nature and frequency of communication flows • Helps to surface, and deal with, risks and issues early
- 56. QUALITY IS A TEAM EFFORT 05
- 57. QA use to happen at the end
- 58. Don’t bite off more than you can chew
- 59. THE RIGHT TOOL, AT THE RIGHT TIME Sketch Designing interfaces for modern devices Invision Clickable prototypes + feedback from client Zeplin Final delivery and collaboration between developers and designers Abstract Version Control and collaboration for designers Show our tool set. Slack, Abstract, zeplin, sketch
- 60. DESIGN SYSTEMS
- 61. Testing automation is your friend
- 62. Testing automation • Automated Component (Unit) testing • Automated Functional testing • Automated UI (Visual) testing
- 63. RECAP 05
- 64. Think About Quality The Village On Agile On Projects & Products Importance of CX